Table of Contents
Executive Summary
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- The issues
- Hispanics can’t imagine a life without content
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- Figure 1: Frequency of Hispanics’ activities related to content consumption and sharing - Daily, March 2016
- Social media engagement invites sharing
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- Figure 2: Characteristics of Hispanics who share/don’t share content daily, March 2016
- The internet reshaped how Hispanics spend their leisure time
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- Figure 3: Hispanics’ attitudes toward content and the internet, March 2016
- The opportunities
- Shareable content must be mobile-friendly
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- Figure 4: Hispanics’ attitudes toward devices for content consumption, by Hispanics who share content daily versus Hispanics who don’t, March 2016
- Looking South for inspiration
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- Figure 5: Importance of Hispanic or Latin American news and sports – Any agree, February 2015-March 2016
- Spreading messages
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- Figure 6: Hispanics’ engagement with ads – Opportunities, by Hispanics who share content daily versus Hispanics who don’t, March 2016
- What it means
The Market – What You Need to Know
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- Hispanics are online
- Hispanics use social media
- Hispanics live in larger households
- Hispanics are young and bicultural
- Hispanics are value-oriented consumers
Market Perspective
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- With few exceptions, Hispanics are online
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- Figure 7: Internet usage, by Hispanic origin and language spoken at home, February 2010-March 2011 and February 2015-March 2016
- Young Hispanics are almost universally online
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- Figure 8: Hispanics’ internet usage, by age, February 2015-March 2016
- Hispanics show high participation in social media
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- Figure 9: Hispanics’ use of social networking sites – Daily, March 2016
Market Factors
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- Larger household sizes may influence dynamic around content consumption and sharing
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- Figure 10: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
- The Hispanic market is young and bicultural
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- Figure 11: Population by Hispanic origin and generation share, 2016
- Hispanics more restricted financially
- Median household income for Hispanics significantly below national median
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- Figure 12: Median household income, by race and Hispanic origin of householder, 2014
- Figure 13: Household income distribution, by race and Hispanic origin of householder, 2014
Key Players – What You Need to Know
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- What’s working?
- Defining and knowing your target
- Making your case
- What’s challenging?
- Producing actual content
- Criticism is always hard
- What’s next?
- The message is what matters
What’s Working?
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- Communicating value and content
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- Figure 14: Type of satellite programming at Hispanic households, by language spoken at home, February 2015-March 2016
- Increasing visibility through partnerships
- Netflix and Univision
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- Figure 15: Hispanics’ use of netflix.com – Past seven days, by language spoken at home, February 2015-March 2016
- Netflix and Dish Latino
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- Figure 16: Dish Latino direct mail, March 2016 - April 2016
What’s Struggling?
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- Creating engaging and relevant content
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- Figure 17: Attitudes toward following brands on social media – Any agree, by age, February 2015-March 2016
- Handling negative comments
What’s Next?
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- More content marketing
- Alternative realities
The Consumer – What You Need to Know
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- Hispanics consume content in a variety of ways
- Sharing and social media engagement go hand in hand
- Availability of devices
- Unacculturated and bicultural Hispanics spend 2/3rds of their time online
- When choosing content, Hispanics weigh tradition with curiosity
- Latin America is relevant
- The internet is fun, but generates some doubts
- Social media sites are clearly positioned
Content Consumption and Sharing
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- Live TV and online video grabs most of the attention
- Social networking sites encourage sharing
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- Figure 18: Frequency of Hispanics’ activities related to content consumption and sharing, March 2016
- Online videos are part of younger Hispanics’ lives
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- Figure 19: Frequency of Hispanics’ activities related to content consumption and sharing - Daily, by age and gender, March 2016
- Engagement with multiple devices for content increases with HH income
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- Figure 20: Frequency of Hispanics’ activities related to content consumption and sharing - Daily, by household income, March 2016
Who Shares Content and Who Doesn’t
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- Hispanics more inclined to share
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- Figure 21: Attitudes toward social media sharing – Any agree, by language spoken at home and Hispanic origin, February 2015-March 2016
- It’s all about engagement
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- Figure 22: Profile of Hispanics who share content daily, March 2016
- Older Hispanics less likely to share
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- Figure 23: Profile of Hispanics who don’t share content daily, March 2016
Household Device Ownership
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- Hispanic households own a wide variety of content-oriented devices
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- Figure 24: Hispanic household device ownership, March 2016
- Fixed devices limit flexibility among older Hispanics
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- Figure 25: Hispanic household device ownership, by age, March 2016
- More income allows acquiring more devices
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- Figure 26: Hispanic household device ownership, by household income, March 2016
Share of Time Watching TV and Videos by Device
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- TV leads, but…
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- Figure 27: Watching TV and videos share of devices by time, March 2016
- Older Hispanics gravitate toward TV; younger Hispanics also using smartphones
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- Figure 28: Watching TV and videos share of devices by time, by gender and age, March 2016
- Acculturated Hispanics more hesitant to change
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- Figure 29: Watching TV and videos share of devices by time, by level of acculturation, March 2016
- Hispanics who share content spend more time online and on mobile
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- Figure 30: Watching TV and videos share of devices by time, by Hispanics who share content daily versus Hispanics who don’t, March 2016
Attitudes toward Devices
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- Mobile devices can offer an escape
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- Figure 31: Hispanics’ attitudes toward devices for content consumption, March 2016
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- Figure 32: Hispanics’ attitudes toward devices for content consumption, by gender and age, March 2016
- Some “me” time may be needed for sharing
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- Figure 33: Hispanics’ attitudes toward devices for content consumption, by Hispanics who share content daily versus Hispanics who don’t, March 2016
Attitudes toward Content Consumption
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- Hispanics are flexible in the content they consume
- Acculturated Hispanics more likely to know what they want
- There is also flexibility in language
- Screen remorse more likely among younger Hispanics
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- Figure 34: Hispanics’ attitudes toward content, March 2016
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- Figure 35: Hispanics’ attitudes toward content, by gender and age, March 2016
- Figure 36: Hispanics’ attitudes toward content, by level of acculturation, March 2016
The Relevance of Latin America
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- …is lower among younger Hispanics
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- Figure 37: Importance of Hispanic or Latin American news and sports – Any agree, by age, February 2015-March 2016
- …can’t be ignored among Spanish-dominant Hispanics
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- Figure 38: Importance of Hispanic or Latin American news and sports – Any agree, by language spoken at home, February 2015-March 2016
The Role of the Internet
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- The internet is the top source of entertainment among younger Hispanics
- The internet brings individuality with it
- Some Hispanic moms consider it hard to control what their children watch
- Hispanics pleased with internet speed
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- Figure 39: Hispanics’ attitudes toward content and the internet, March 2016
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- Figure 40: Hispanics’ attitudes toward content and the internet, by gender and age, March 2016
Perception of Social Media Sites
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- Hispanics have a clear image of the different social media sites
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- Figure 41: Hispanics’ perception of social networking sites, March 2016
- Hispanics who share have a more positive image of social media sites
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- Figure 42: Hispanics’ perception of social networking sites, by Hispanics who share content daily indexed to all, March 2016
Hispanics’ Engagement with Ads
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- Fitting advertising in this dynamic
- Challenges
- Opportunities
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- Figure 43: Hispanics’ engagement with ads, March 2016
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- Figure 44: Hispanics’ engagement with ads – Challenges, by level of acculturation, March 2016
- Figure 45: Hispanics’ engagement with ads – Opportunities, by level of acculturation, March 2016
- Hispanics willing to share are more willing to listen
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- Figure 46: Hispanics’ engagement with ads – Opportunities, by Hispanics who share content daily versus Hispanics who don’t, March 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Terms
- A note on acculturation
Appendix – Consumer
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- Content sharing
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- Figure 47: Demographic characteristics of Hispanics who share content versus Hispanics who don’t - Daily, indexed to all, March 2016
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