Today, 54 percent of Hispanics are online, a growth rate of 13 percent since 2004, compared to 8 percent growth among all consumers, according to Scarborough Research. Hispanics are more likely than average to download content, and their online purchases are increasing at a rate on par with the average Internet user.
It's true that Hispanics came late to the Internet, Graciela Eleta, senior vice president for brand consulting at Univision, and formerly with Procter & Gamble, says. "Because they did so, they almost leapfrogged non-Hispanics to go directly into broadband access and into mobile, and as a result of that, they're on the cutting edge."
Hispanics accounted for a record 20.3 million online visitors in February 2009, according to comScore - that's 11 percent of the U.S. online market. Hispanics ranked first in community among teens; gaming; entertainment, specifically radio and multimedia; discussion, chat and IM; and music.
It's not like it was a secret that Hispanics love music and socializing, Eleta says, but now online marketers are paying attention. "All of these areas where we over-index are now relevant in the social space," she says.
The nonprofit group Voto Latino won two Webby Honoree designations this year -- one for the social site Crash the Parties, and one for its online telenovela parody La Pasion de la Decision, which starred Rosario Dawson and scored 10 million online views and a mention on Larry King.
We always view youth as the influencers in their families and in their communities," says Josh Norek, deputy director of Voto Latino. Voto Latino uses Twitter, text, email, and iTunes cards featuring Latino artists. Norek says voters who registered online with Voto Latino had a higher turnout at the polls than paper-registered voters, probably thanks to geotargeted text reminders called Text2Represent.
State Farm has been advertising directly to Hispanics since 1997, says Ed Gold, advertising director at State Farm. Last year, the company worked with AOL, Yahoo and MSN to create auto-insurance centers on their Spanish-language sites. If State Farm sponsors a show on-air with Univision, it also sponsors it online. "We recognize the need, and see all the projections regarding the future growth in this country," Gold says.
It's rare that a general-market campaign can simply be translated into Spanish. In the online space is where it becomes very evident that in order to lure Latinos, you don't have to just address the language issue, you have to address the cultural issue. Consider the cultural tactics some companies are taking with Hispanics and social media: State Farm will sponsor an upcoming online-only telenovela, and supports soccer coverage online and off. Home Depot worked with Univision to create do-it-yourself educational sites. This year, Univision Online became Univision Interactive, including mobile content, wireless integrations and SMS.
Thursday, July 16, 2009
Hispanics and Social Media
Today, 54 percent of Hispanics are online, a growth rate of 13 percent since 2004, compared to 8 percent growth among all consumers, according to Scarborough Research. Hispanics are more likely than average to download content, and their online purchases are increasing at a rate on par with the average Internet user.
It's true that Hispanics came late to the Internet, Graciela Eleta, senior vice president for brand consulting at Univision, and formerly with Procter & Gamble, says. "Because they did so, they almost leapfrogged non-Hispanics to go directly into broadband access and into mobile, and as a result of that, they're on the cutting edge."
Hispanics accounted for a record 20.3 million online visitors in February 2009, according to comScore - that's 11 percent of the U.S. online market. Hispanics ranked first in community among teens; gaming; entertainment, specifically radio and multimedia; discussion, chat and IM; and music.
It's not like it was a secret that Hispanics love music and socializing, Eleta says, but now online marketers are paying attention. "All of these areas where we over-index are now relevant in the social space," she says.
The nonprofit group Voto Latino won two Webby Honoree designations this year -- one for the social site Crash the Parties, and one for its online telenovela parody La Pasion de la Decision, which starred Rosario Dawson and scored 10 million online views and a mention on Larry King.
We always view youth as the influencers in their families and in their communities," says Josh Norek, deputy director of Voto Latino. Voto Latino uses Twitter, text, email, and iTunes cards featuring Latino artists. Norek says voters who registered online with Voto Latino had a higher turnout at the polls than paper-registered voters, probably thanks to geotargeted text reminders called Text2Represent.
State Farm has been advertising directly to Hispanics since 1997, says Ed Gold, advertising director at State Farm. Last year, the company worked with AOL, Yahoo and MSN to create auto-insurance centers on their Spanish-language sites. If State Farm sponsors a show on-air with Univision, it also sponsors it online. "We recognize the need, and see all the projections regarding the future growth in this country," Gold says.
It's rare that a general-market campaign can simply be translated into Spanish. In the online space is where it becomes very evident that in order to lure Latinos, you don't have to just address the language issue, you have to address the cultural issue. Consider the cultural tactics some companies are taking with Hispanics and social media: State Farm will sponsor an upcoming online-only telenovela, and supports soccer coverage online and off. Home Depot worked with Univision to create do-it-yourself educational sites. This year, Univision Online became Univision Interactive, including mobile content, wireless integrations and SMS.
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