Digital Hollywood

Hispanics and Mobile: Digital Content, Smart Devices, From Phones to Tablets and TV

Adriana Peña Ruiz 1

Oct 2013

US Latinos, Digital Media and Technology

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1. For Latinos, mobile should be treated as the first screen

2. Latinos use mobile not only to communicate but to connect and belong

US Latinos Overindex in Smartphone Usage

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Smartphone Usage

74% of all Americans own/use a smartphone.

87% of Latinos own/use a smartphone. Magdid, Smartphones and Tablets: The Heartbeat of Connected Culture. (own or use somebody’s else mobile at home)

Online Cell Users 91% of Americans own cellphones. 57% of all Americans go online using those phones. 63% of all cellphone owners use them to access the internet.

68% of Latino cellphone owners are cell internet users. Pew Research Center – Cell Internet Use 2013

US Latinos over index in tablet usage

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52% of Americans

60% of Latinos

Magdid, Smartphones and Tablets: The Heartbeat of Connected Culture. (own or use somebody’s else mobile at home)

For  La'nos  with  a  smartphone,  mobile  is  the  1st  screen  (maybe  their  only  screen?)  

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30% of Americans go mostly online using a cell phone 34% of cell-internet users, mostly go online using cell phone.

of Latino that have a Smart Phone go mostly online using a cell phone

60%

Cell-Mostly Internet Users Young adults, non-whites, less educated, and less affluent

vs 27% of white* people

Top 25 digital media properties extend their reach via mobile channels by 29% US Latino users account for a higher extension of reach for many of them

7 Source: Nielsen Mobile Insights Q1 2013 (Mobile University: Mobile Hispanics, Edelman- Jun 2013)

+155% Pandora +59%

ESPN +46% Twitter

US Latinos not only over-index in mobile penetration but also over-index on mobile activity

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Biggest Differences are in entertainment usage (streaming, games)

Percent of Segment Engaging in Mobile Activity Latino % Non-Latino %

Mobile Internet 65 54

App Downloads 44 35

Social Networking 53 41

Email 55 48

Streaming Audio 37 23 Game Downloads 38 28 Text Alerts 37 29

Location-Based Services 39 28

Mobile Shopping 26 20

Bar Code Scanner 18 15

Mobile Banking 34 25

Source: Nielsen Mobile Insights Q1 2013 (Mobile University: Mobile Hispanics, Edelman- Jun 2013)

Latino Mobile users split their time on Apps & Web

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Time Spent Watching Video on Internet

Latinos Non-Latinos

6:29 3:52

Mobile Subscribers: Time Spent Watching Video on Mobile phone

Latinos Non-Latinos

4:20 3:37

Latinos: Monthly Time Spent on Mobile Web and Mobile Apps

Mobile Apps Mobile Web

31:18 28:08

Source: Nielsen: State of the Hispanic Consumer: The Hispanic Market Imperative Q2, 2012.

Source: Nielsen Mobile Netview , March 2013(Mobile University: Mobile Hispanics, Edelman- Jun 2013)

US Latinos spend 68% more time watching video on the internet and 20% more time watching video on their mobile phones than non-Hispanic Whites

For most digital communication methods, US Latino internet users spend more time there than their Non-Latino counterparts

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Weekly Time Spent Using Communication Methods U.S. Latinos vs Non-Latinos Internet Users (average hours)

Source: Terra Networks and comScore Inc, “2012 Terra Hispanic Digital Consumers Study” July 25, 2012

U.S. Latinos Top Apps & Mobile Web Brands

11 Source: Nielsen Mobile Netview , March 2013(Mobile University: Mobile Hispanics, Edelman- Jun 2013)

Top 10 Apps

Facebook Google Search Google Play Google Maps Youtube Gmail Instagram Pandora Radio Twitter Weather

Top 10 Mobile Web Brands

Google Facebook Youtube Yahoo Amazon Twitter Ebay Pandora MSN/Windows Live/Bing CNN Digital Network

Questions for the panel

Questions for the Panel:

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1.  Since the Latino audience is an early adopter of mobile entertainment, and ahead in mobile adoption from the average U.S. rates, how do you develop media programming and mobile offerings for this marketplace?

•  Media Programing for mobile has been mainly framed as

second screen or apps -- but for Hispanics it should be considered first screen

•  Mobile offerings should be useful, entertaining, social and culturally relevant

Santa Monica CA

Denver CO

Dallas TX

Washington DC

Mexico City Mexico

Data Scientist & Math Team

Buenos Aires Argentina

Data Scientist Team

•  Luminar is the first Latino Big Data analytics & modeling company

•  Luminar delivers actionable insights that accelerate revenue growth and drive business efficiencies in a complex consumer environment

•  In-culture data scientists & mathematicians based in Mexico and Argentina

•  Key client segments include retail, CPG, financial services, media & entertainment, automotive, and publishing

Luminar is a Big Data Analytics Company fully owned by Entravision

Have you considered gathering and analyzing big data in programming or marketing to this segment? Could you describe some of these big data initiatives?

Questions for the Panel:

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Source: Ericsson ConsumerLabs study ."

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TV watching is evolving to a broader definition: Video Watching. I think it is useful to consider deeper classifications of video: •  Scheduled broadcast •  Pay-per-view •  DVD/BluRay •  Streamed/time-shifted TV •  VOD video (including YouTube) •  Recorded broadcast TV •  Downloaded movies and TV shows

Questions for the Panel: When will TV be obsolete?

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Need to start creating content and adverting strategies based on need or habit the consumer has for each type of video, as ConsumerLabs suggests: •  Traditional linear TV watching: Over the air, cable or any

way that broadcasters choose to distribute their content, mostly for news or comfort entrainment

•  Prime access background TV: Any type of video to fill a room without demanding too much attention (i.e. news, morning shows, series, etc.)

Questions for the Panel: What’s next?

Source: Ericsson ConsumerLabs study

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•  Zapping and impulse viewing: Coach potato browsing on long tail options, robust cable packages, Nexflix, Hulu, Amazon Prime catalogs are also good for this. Also: browsing YouTube

•  Prime-time appointment viewing: Primary for Sports, major life events like the Oscars or prime- time finales of favorite series

•  Late-night impulsive viewing: Late shows, or anything that catches attention, browsing VOD and YouTube videos

Questions for the Panel: What’s next?

Logos on this slide do not need to be localized.

Adriana Peña Ruiz

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apena@entravision.com Executive Vice President Marketing and Sales Development Los Angeles 2013