Some of the highlights of the The Yahoo! Telemundo and Simmons research study, Conexión Cultural:
-- Hispanics with Internet access outpace the general population in reported hours of daily media and technology use, identifying a total of 51 hours of total daily activities including 27 percent of each day (14 hours) spent with technology, and 26 percent (13.5 hours) spent with media (the general market identified only eight hours a day with technology and nine hours with media).
-- Online U.S. Hispanics are early adopters and users of media, devices and their features compared to the general population.
Hispanic population Total population
Have digital camera 79 percent 53 percent
Have cell phone 90 percent 79 percent
Have video game console 66 percent 52 percent
Took photos on mobile phone 61 percent 28 percent
Use text messaging 66 percent 38 percent
-- Online U.S. Hispanics are highly experienced and multi-faceted on the Internet. Two-thirds have been online for more than five years, 80 percent have access to broadband and 44 percent have wireless access.
-- Although study respondents consume Spanish language media, Spanish dominant respondents stated that they consume two-thirds of their online content in English due to the lack of Spanish language options.
-- The combination of TV and Internet enriches the content experience of online U.S. Hispanics. Fifty percent go online while watching TV, and slightly over half search for content on their favorite shows and would like to watch extra scenes from their favorite shows on the Internet. More than a third agrees that TV is more fun with Internet access. Although Internet growth for U.S. Hispanics has almost doubled in the last six years,(a) while time spent with TV has remained somewhat constant,(b) Internet usage has enhanced TV consumption.
The Yahoo! Telemundo and Simmons research suggests that the cultural ties that bind the Hispanic community create a unique set of opportunities for marketers in reaching these consumers -- not only across multiple media channels, but also in both English and Spanish languages. While the Hispanic population has grown significantly in recent years (up 21 percent from 2000 - 2005), the percentage of Hispanics that are Spanish-language dominant has remained steady. Spanish-language television remains very popular and serves an important role in helping Hispanics stay connected to their culture.
The research offers key insights for marketers in developing campaigns that reflect an appreciation for how cultural considerations overlay media and technology use by Hispanics:
-- Since Hispanics' usage of media and technology is pervasive, across multiple channels and devices, marketers should meet Hispanics with strategic messaging across multiple platforms.
-- With nearly 80 percent of online Hispanics using broadband, there is significant growth potential for online video advertising.
-- As the bilingual and Spanish-language dominant population continues to grow at a fast pace, campaigns should include Spanish content and incorporate a Spanish-language purchase process.
The Conexion Cultural research project is one of the most extensive inquiries into how U.S. Hispanics today use interactive media and technologies, and included both qualitative and quantitative assessments. The qualitative component, conducted by Ipsos Understanding, was an ethnographic assessment of online U.S. Hispanics, including broadband household members from 24 homes across a wide geographic area including Los Angeles, New York and Dallas. The quantitative survey, fielded by Simmons Research in November and December 2006, included 2,636 respondents, with 2,330 responses captured online, and 306 telephone interviews.