Hispanic Omnibus

Quick Poll Results on Mobile Phone Usage

Presented by:

Contents

Survey Background and Methodology

Executive Summary

Survey Results:

Use of Mobile Devices in Stores

Attitudes Toward Advertisements on Mobile Devices

Results by Language Spoken at Home

Appendix: Sample Profile

Attribution

2

Research Methodology

3

ThinkNow Research conducts an Omnibus survey of 500 Hispanic consumers several times per year. The quantitative survey is made available in both English and Spanish with respondents recruited from a research panel.

Survey Qualification Criteria:

Age 18+

Describe themselves as Hispanic or Latino.

To insure a consistent and representative sample of U.S. Hispanic adults in each wave of the Omnibus, quotas are set with respect to:

Gender

Age

Region

Language normally spoken at home.

Executive Summary

4

Key Research Findings

5

Hispanic consumers report using their mobile phones most often to aid their purchase decisions in electronics stores, movie theatres, grocery stores and clothing stores.

When shopping in stores with a friend or relative, 60% of Hispanic consumers report using their phone to help their friend or relative make decisions or obtain a discount. Sixty percent also report that they were helped by a friend or relative using a mobile phone to help them.

Using a mobile phone to assist in purchase decisions rises significantly among Hispanic consumers under age 35, those who speak Spanish at home, those with medium levels of acculturation, in households with children and in households with income of $40k or higher.

Three out of four Hispanic consumers surveyed agree that “advertisements on cell phones are annoying.” At the same time, a majority agree that they would be willing to receive advertisements in exchange for lower monthly costs or additional services and that advertising can provide them with useful product information.

Men, younger consumers, those who speak Spanish at home, those with medium acculturation and those with children are more open to receiving advertising on their mobile phone.

Survey Results: Use of Mobile Phone to Aid In-Store Purchase Decisions

6

45%

43%

42%

40%

34%

32%

81%

76%

77%

79%

77%

73%

0% 20% 40% 60% 80% 100%

Electronics store

Movie theatre

Grocery store

Clothing store

Home improvement store

Sporting goods store

Almost Always (5) 4 3 2 Not Very Often (1) Never Top 2 box Ever use

7

Use of Mobile Phone to Aid Decisions

Q: On a scale of 1-5, where 1 is not very often and 5 is almost always, how often do you rely on your mobile phone to assist you in making purchase decisions in the following places? Base: All respondents (n=500).

Hispanic consumers report using their mobile phones most often to aid their purchase decisions in electronics stores, movie theatres, grocery stores and clothing stores.

8

Use of Mobile Phone to Aid Decisions

Using a mobile phone to assist in purchase decisions rises significantly among Hispanic consumers under age 35, those who speak Spanish at home, those with medium levels of acculturation, in households with children and in households with income of $40k or higher.

Total

Age Language at Home Acculturation Level Kids <18? Income

18-34 35+ Span-

ish Bi-

lingual Eng-lish Low Med. High Yes No <$40k $40k+

Frequently use mobile phones to assist in purchase decisions (top 2 box)

Electronics store 45% 54% 33% 59% 45% 29% 35% 54% 28% 52% 34% 41% 50%

Movie theatre 43% 51% 33% 54% 37% 34% 31% 51% 29% 49% 34% 35% 51%

Grocery store 42% 46% 36% 59% 41% 23% 46% 47% 24% 49% 31% 36% 48%

Clothing store 40% 46% 33% 56% 39% 23% 40% 47% 21% 47% 30% 35% 46%

Home improvement store 34% 37% 29% 49% 33% 17% 36% 40% 15% 40% 23% 28% 40%

Sporting goods store 32% 38% 24% 47% 30% 16% 27% 41% 11% 38% 21% 22% 41%

Ever use mobile phone to assist in purchase decisions:

Electronics store 81% 91% 67% 88% 82% 71% 85% 85% 64% 85% 73% 77% 85%

Clothing store 79% 89% 67% 89% 83% 66% 87% 84% 63% 85% 71% 77% 83%

Grocery store 77% 85% 68% 87% 79% 65% 87% 81% 61% 83% 69% 75% 80%

Home improvement store 77% 86% 66% 86% 79% 65% 81% 83% 58% 83% 68% 74% 81%

Movie theatre 76% 89% 59% 85% 77% 65% 81% 81% 58% 80% 69% 71% 80%

Sporting goods store 73% 85% 59% 80% 81% 61% 69% 81% 56% 80% 63% 67% 80%

Q: On a scale of 1-5, where 1 is not very often and 5 is almost always, how often do you rely on your mobile phone to assist you in making purchase decisions in the following places? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level.

Yes 60%

No 40%

Have you used your mobile phone to help them make decisions or

obtain a discount?

9

When Shopping with Friends or Relatives

Q: Have you ever used your mobile phone at a store to help a friend or relative you’re shopping with make purchase decisions or get a discount? Q: Have you ever been shopping at a store with a friend or relative who has used their mobile phone to help you make purchase decisions or get a discount?

When shopping in stores with a friend or relative, 60% of Hispanic consumers report using their phone to help their friend or relative make decisions or obtain a discount. Sixty percent also report that a friend or relative used their phone to help them.

Yes 60%

No 40%

Have they used their mobile phone to help you make decisions or

obtain a discount?

Base: All respondents (n=500).

60%

69%

49%

70%

59%

50%

56%

66%

47%

66%

52% 51%

69%

TOTAL 18-34 35+ Spanish Bilingual English Low Medium High Any kids No kids <$40k $40k+

I have used my mobile phone to help a friend or relative make a purchase decision or obtain a discount in a store

Language Spoken at Home Acculturation HH Income

10

Providing Help to Friends or Relatives

Q: Have you ever used your mobile phone at a store to help a friend or relative you’re shopping with make purchase decisions or get a discount? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level.

The same subgroups of Hispanic consumers that use their mobile phone to assist in making purchase decisions in stores use are more likely than average to use their mobile phone to assist friends or relatives they may be shopping with.

60%

69%

48%

70%

62%

47%

59%

65%

45%

65%

52% 53%

67%

TOTAL 18-34 35+ Spanish Bilingual English Low Medium High Any kids No kids <$40k $40k+

A friend or relative has used their mobile phone to help me make a purchase decision or obtain a discount in a store

Language Spoken at Home Acculturation HH Income

11

Obtaining Help from Friends or Relatives

Q: Have you ever been shopping at a store with a friend or relative who has used their mobile phone to help you make purchase decisions or get a discount? Base: All respondents (n=500). indicates statistically significant differences at the 95% confidence level.

The same subgroups of Hispanic consumers that use their mobile phone to assist in making purchase decisions in stores use are also more likely than average to report obtaining help from friends or relatives who use their mobile phone to assist them with purchase decisions.

Survey Results: Attitudes toward Advertisements on Mobile Devices

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44%

35%

39%

32%

34%

29%

27%

74%

68%

66%

65%

64%

61%

51%

0% 20% 40% 60% 80% 100%

Advertisements on cell phones are annoying

Mobile phones provide me with useful information aboutbargains

I would be willing to receive advertisements on my cellphone in exchange for lower monthly costs

Advertising on mobile phones provides me with usefulinformation about new products and services

I would be willing to receive advertisements on my cellphone in exchange for services, like live TV or SMS

Advertising on mobile phones provides me with meaningfulinformation about the product use of other consumers

I just want to use my cell phone to make and receive calls and don’t care about any other features

Agree Completely Agree Somewhat Disagree Somewhat Disagree Completely Top 2 Box

13

Attitudes toward Cell Phone Advertising

Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Base: All respondents (n=579).

Three out of four Hispanic consumers surveyed agree that “advertisements on cell phones are annoying.” At the same time, a majority agree that they would be willing to receive advertisements in exchange for lower monthly costs or additional services and that advertising can provide them with useful product information.

14

Attitudes toward Cell Phone Advertising

Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Base: All respondents (n=579). indicates statistically significant differences at the 95% confidence level.

Men are more open than women to receiving advertising on their mobile phone.

79%

75%

75%

73%

73%

69%

46%

72%

64%

61%

60%

59%

57%

54%

Advertisements on cell phones are annoying

Mobile phones provides me with useful information aboutbargains

I would be willing to receive advertisements on my cellphone in exchange for lower monthly costs

Advertising on mobile phones provides me with usefulinformation about new products and services

I would be willing to receive advertisements on my cellphone in exchange for services, like live TV or SMS

Advertising on mobile phones provides me with meaningfulinformation about the product use of other consumers

I just want to use my cell phone to make and receive calls and don’t care about any other features

Top 2 Box Agreement, by Gender

Men

Women

15

Attitudes toward Cell Phone Advertising

Hispanic consumers under age 35, those who speak Spanish (primarily or bilingually), those with low to medium acculturation and those with children are more likely to be open to receiving advertising on their mobile phones.

Top 2 Box Agreement Total

Age Language at Home Acculturation Level Kids <18? Income

18-34 35+ Span-

ish Bi-

lingual Eng-lish Low Med. High Yes No <$40k $40k+

Advertisements on cell phones are annoying

74% 75% 74% 66% 78% 84% 59% 77% 86% 72% 80% 68% 81%

Mobile phones provides me with useful information about bargains

68% 79% 60% 75% 74% 49% 75% 73% 46% 73% 56% 65% 72%

I would be willing to receive advertisements on my cell phone in exchange for lower monthly costs

66% 76% 59% 66% 75% 55% 57% 74% 56% 70% 56% 58% 75%

Advertising on mobile phones provides me with useful information about new products and services

65% 77% 56% 72% 74% 40% 67% 74% 37% 70% 51% 61% 69%

I would be willing to receive advertisements on my cell phone in exchange for services, like live TV or Text Messages

64% 77% 54% 70% 72% 43% 65% 72% 40% 69% 52% 58% 71%

Advertising on mobile phones provides me with meaningful information about the product use of other consumers

61% 73% 52% 67% 70% 39% 63% 70% 35% 66% 48% 57% 66%

I just want to use my cell phone to make and receive calls and don’t care about any other features

51% 45% 55% 47% 46% 63% 48% 48% 63% 48% 58% 54% 46%

Q: Please indicate how much you AGREE or DISAGREE with each of the following statements by checking the box that comes closest to how you feel. Base: All respondents (n=579). indicates statistically significant differences at the 95% confidence level.

Appendix: Sample Profile

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Sample Profile

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Metric n=500 Metric

Male 50% Region:

Female 50% New England 2%

Middle Atlantic 12%

Age: East North Central 7%

18 to 24 25% West North Central 2%

25 to 34 31% South Atlantic 17%

35 to 44 23% East South Central 1%

45 to 54 14% West South Central 16%

55 to 64 7% Mountain 10%

65 or older 1% Pacific 32%

Mean age 35

Median age 32 Hispanic Origin:

Mexican American 31%

Language Spoken at Home: Mexican 30%

Spanish only 9% Puerto Rican 17%

Spanish mostly 31% South American 9%

Spanish and English equally 25% Cuban 9%

English mostly 26% Central American 8%

English only 9% Dominican 5%

Survey completed in Spanish: 24%

Sample Profile

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Metric n=500 Metric

Marital Status: Educational Attainment:

Married 48% Grade school 1%

Single 33% Some high school 6%

Living with partner 9% High school graduate 23%

Separated/divorced 8% Some College, but no degree 20%

Widowed 1% Trade or technical school 6%

Prefer not to answer 1% Graduated from 2-year College 11%

Graduated from 4 or 5 year College 28%

Average household size 3.4 Post Graduate Degree 5%

No children <18 present 61% Employment Status:

Any children under 18 present 39% Employed (net) 66%

Work full-time 45%

Born in the U.S. 67% Work part-time 16%

Moved here 33% Self-employed/business owner 5%

Average years living in the U.S. 27 Full-time Homemaker 11%

Retired 3%

Student, not employed 7%

Currently unemployed 10%

Unable to work/Disabled 3%

Sample Profile

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Metric n=500 Metric

Cultural Identification: Household Income:

Much closer to Hispanic/Latino 29% Less than $10,000 8%

Somewhat closer to Hispanic/Latino 20% $10,000 to less than $20,000 12%

Equally close to both cultures 31% $20,000 to less than $30,000 14%

Somewhat closer to U.S. Culture 10% $30,000 to less than $40,000 12%

Much closer to U.S. Culture 10% $40,000 to less than $50,000 9%

$50,000 to less than $60,000 9%

Overall Media Language Preference: $60,000 to less than $70,000 7%

Spanish only 4% $70,000 to less than $80,000 6%

Spanish mostly 20% $80,000 to less than $100,000 6%

Spanish and English equally 32% $100,000 or more 15%

English mostly 26% Prefer not to state 3%

English only 18% Mean $64k

Median $43k

Acculturation:

Low Acculturation 16%

Medium Acculturation 62%

High Acculturation 22%

CONTACT INFO:

2100 W. Magnolia Blvd. Suite A-B Burbank, CA 91506 Main Phone: 877-200-2710 Mario X. Carrasco, M.A. 818-843-0220 x101 mario@thinknowresearch.com Roy Eduardo Kokoyachuk, MBA 818-843-0220 x102 roy@thinknowresearch.com