Hispanic media usage in the US
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Transcript of Hispanic media usage in the US
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Hispanic Consumer Impact
Jerry Rocha VP, Digital [email protected]@jerryrocha
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
disposable
Hispanic Industry Beliefs and Myths
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Hispanic Industry Beliefs and Myths
• 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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The new face of America
Or 1 in 6 are Hispanics…
50 MILLION
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Latino Life
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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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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)