hispanic media usage in the us

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Hispanic Consumer Impact

Jerry Rocha VP, Digital [email protected]@jerryrocha

mailto:[email protected]

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Who will grow your business?Fastest Growing Segment in outside of BRIC

Projected Growth of Hispanic Buying Power(Disposable Income, in Billions)

Source: Selig Center for Economic Growth, University of Georgia

NAA 11th Annual Wall Street Summit

$1 Trillion

2010

2015

$1.5 Trillion

+50%

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26% of kids under 5

are Hispanic

Facts about Hispanic population

16% of the

U.S. population

50 million

27 years old is

the median age of the

Hispanic population.

Total U.S. population:37 years old

48% of Hispanics

live in California or

Texas

19 of the Top

100 surnames in the U.S.

are Hispanic

66% of Mexican Decent

Puerto Rican 9% Central Am 8%

Source: U.S. Census Bureau NAA 11th Annual Wall Street Summit

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Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit

Hispanics are heavy movie goers

Source: NRG Moviegoing Benchmark 2010 Study

85% go to the movies (vs. 72%)

and watch

10 movies per year (vs.7)

26 % of heavy moviegoers

23%of total

tickets sold

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Hispanic Industry Beliefs and Myths

are too Hispanics

complex • Across nationalities, Hispanics share cultural

similarities that influence shopping behavior and media habits

• Just as in general population targeting, focus should be on highly influential factors such as household age and size

• The key is to understand one’s particular Hispanic

consumers, and target their habits and behavior without fixating on labels and over-segmentations


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disposable


Hispanics have

• U.S. Hispanics would rank as the 12th largest economy in the world, with over $1 trillion in purchasing power

• While Hispanics make fewer shopping trips compared to the general population, they spend the most per trip and annually

• In 2015, Hispanic purchasing power will grow to larger than all but 8 economies in the world

Income& buying power

low


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• 62% have access to the Internet at home

• Are more likely to have a Smartphone than the general market (45% vs. 35%)

• Spend $107 per month on their cell phones (vs. $96 for Whites)

• They stream 6+ hours of video vs. only 3:50 for Whites

areHispanics

technologyadopters of late


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The new face of America

Or 1 in 6 are Hispanics…

50 MILLION


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Latino Life


WATCH 33 hours of television per week

SEND/REC941SMS per month(more than any other group)

MAKE 13 calls per day

Total Population: 9

TALK 812voice minutes per month

SPEND$51per grocery trip

STREAM VIDEO

6:15 hours per month

Total Population: 3:50

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Today, Hispanics spend the most annually and per trip

Total Retail Channels

Source: Homescan®, a service of The Nielsen CompanyTotal U.S. 52 weeks ending 12/25/2010; excludes gas only or Rx only trips

Shopping Trips Per Household

Hispanic – Spanish Preferred Hispanic – English Preferred White Non-Hispanic

Basket Ring Dollars Per Trip

$50.60 $50.10

$46.00

Hispanics spend

$364 more per household than Whites in a year.

Use less coupons or buy on deal less often

More frequently shop in superstores, mass merchandisers, dollar and drugstores

Are more brand loyal; value quality over price

143

146

150


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Copyright © 2011 The Nielsen Company. Confidential and proprietary. NAA 11th Annual Wall Street Summit

Hispanic households spend more on categories for babies and young children

Dollar Index toNielsen Category Hispanic Households

Dried Vegetables & Grains 239

Women’s Fragrances 157

Baby Food 145

Disposable Diapers 116

Men's Toiletries 130

Shortening Oil 163

Cereal 108

Hair Care 134

Shelf Stable Juices Drinks 138

Laundry Supplies120

Source: Nielsen Homescan, 52 Weeks Ending 12/25/10

Purchase Index Equals Percent of

Dollars Divided by Percent of Households

times 100

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Bubble Size = Size of Category in $

All PurposeWipesEggs

Shortening, Oil

Flour

Liquor

Pasta

ShavingNeeds

Cereal

Frozen Breakfast

Beverages

Mexican Sauces

Liquid Hand Soap

Baby Formula

Which categories will benefit from the shifts in demography?

Projections to 2020Percent of Volume from High Growth Demo Groups

Year 2020 $ Volume Growth Rate (Average = 8.1)

Hand & Body Lotions

Disinfectant Sprays

8.0 11.0 14.0

60%

5.0

55%

50%

45%

40%

35%

30%

25%

20%

Snacks

Suntan Preparations


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Hispanics have leapfrogged to mobile

Percent of HH/persons with access to technology

Source: Nielsen National Television Panel

96.7

39

79

24

35

3

97.1

31

66

31

45

9

Hispanics

US

Mobile web not PC

Smartphone

Only cell

Internet

DVR

TV


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Hispanics are heavy video users in other screensTotal Monthly video usage by Ethnicity (HH:MM)

Source: Nielsen National Television Panel

TV

DVR playback

Online video

Mobile video

153:31

25:26

3:50

03:37

133:21

21:58

6:15

04:20

Hispanics Non-Hispanics

+20%

+60%


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Hispanics spend more time in video and social networks

Monthly use of internet by activity - HH:MM

Total US

African American

Hispanic

Asian

14:50

12:55

11:45

20:58

4:39

5:58

6:15

9:11

7:19

8:19

8:13

6:59

BrowsingStreaming videoSocial networks

37:08

26:13

27:12

26:48

Source: Nielsen Online Panel


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Since 2005 The Growth in English Mostly Young Adults

Has Dominated the Young Adult Segment Among

Hispanics, what is the long-term trend?

Hispanic population 18-24 by language use(000)

hispanic media usage in the us

Technology