New Media Usage by Racial Category

Minorities have a higher regular usage of new media than Whites across all media types. They are more likely to use iPods, text on cell phones, play videogames, use video/picture phones, instant messaging online and watch videos on cell phones.

“Minorities are using new media in higher percentages, providing marketers with unique opportunities to create specific marketing plans that integrate non-traditional media options into their digital ad strategy,” Drenik said.

Source: BIGResearch

Hulu Narrowly Beats Tremor

Americans viewed more than 4.3 billion video ads in June 2010, with Hulu generating the highest number of ad views at 566 million.

Americans viewed more than 4.3 billion video ads in June 2010, with Hulu generating the highest number of ad views at 566 million. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 524 million ad views, followed by BrightRoll Video Network (333 million) and Microsoft Sites (222 million).

Video ads reached 46.1% of the total US population an average of 31.5 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 24.2 during the course of the month, and reached 7.8% of the total US population.

Meanwhile, Tremor only averaged a monthly frequency of 8.2 ads per viewer per month, but reached a much higher percentage of the US population (21.4%, the highest among the top 10 online video properties by ad view).

YouTube Propels Google Success
More than 177 million US internet users watched video content in June, totaling 5.1 billion sessions and an average of 870 minutes per month per user.

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top video content property with 144.5 million unique viewers, followed by Yahoo! Sites (44.9 million viewers) and Vevo (43.7 million viewers).

Google Sites had the highest number of overall viewing sessions with 1.8 billion and average time spent per viewer at 261 minutes, or 4.3 hours. Hulu also had high viewer engagement with an average of 135 minutes (or 2.2 hours) per viewer.

Other Findings

• The top video ad networks in terms of their potential reach were: ScanScout Network with 43.7% reach of the total US population, BrightRoll Video Network with 40.6%, and Break Media Network with 36.8%.
• 84.6% of the total US internet audience viewed online video.
• The duration of the average online content video was 4.9 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 12.2% of all videos viewed but only 1.2% of all minutes spent viewing video online.

Google Monthly Viewership Sharply Drops
Using different metrics, The Nielsen Company determined that after increasing 50.7% in May 2010, monthly viewership for Google dropped 30.9% in June 2010. Google slipped from fourth to fifth place in the monthly ranking of online video brands by unique viewer, with about 13.02 million unique viewers.

Conversely, ESPN Digital Network saw its monthly viewership grow 50.5%, putting it in ninth place with about 8.5 million unique viewers. YouTube retained its clear dominance with 101.1 million unique viewers, a slight 0.2% decline from the previous month. The number two brand Yahoo, trailed with about 26.7 million unique viewers, representing 10.3% month-over-month growth.

Top 10 Social Networking Websites & Forums - June 2010

Note: The Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately.

BOONTON, N.J., June 28 — Over the next five years, US Hispanic communities will spend $257 billion on telecommunications services, accounting for 17 percent of all

The US Latino market tends to over-index in mobile content and US Hispanics are accessing the Internet through more and varied devices than non-Hispanics. Are you monitoring what they say about their Telecom services?

residential telecom expenditures, according to a new market research study from The Insight Research Corporation. Early analysis of Census 2010 data suggests that Hispanics will surpass the 50 million mark and that they will command over $1 trillion in buying power. Hispanics are the youngest race/ethnicity segment and, more importantly, have the largest percentage of people under the age of 18, a market demographic that the study says will be crucial to the survival of telecommunications providers over the next five years.

Insight Research’s market analysis study, “US Hispanic Use of Telecommunications Services 2010-2015,” takes a close look at the purchasing habits and telecommunications usage patterns of the Hispanic segment of the US population, as well as other ethnic communities in the US. The study emphasizes that the US Latino market tends to over-index in mobile content and also notes that US Hispanics are accessing the Internet through more and varied devices than non-Hispanics.

“If the future of mobile carriers depends on their getting consumers to buy their data plans, then the US Hispanic community is right in the sweet spot, and will be receiving increasing attention from both wireline and wireless carriers’ marketing departments,” says Robert Rosenberg, Insight Research. “Our study demonstrates that Hispanics are one of the most social groups online, and given the youth-orientated demographic of the US Hispanic community, they become a prime target for the newer 3G and 4G cellular services,” Rosenberg concluded.

“US Hispanic Use of Telecommunication Services 2010-2015″ examines spending and usage patterns of US Hispanics for wireline, cellular, and pre-paid cellular services, and compares these spending patterns to those of the general population aswell as other minority segments, including Asian-Americans and African-Americans.

An excerpt of this Hispanic market research report, table of contents, and ordering information are online at www.insight-corp.com/reports/hisp10.asp .

NEWS SOURCE: Insight Research Corporation

"About a third of the country is going to be of Latino heritage by 2050 and we thought it was time to launch a site with more of a focus," said Michael Clemente, Fox News' senior vice president of news editorial.

Fox News plans to launch this fall a website aimed at a Latino audience as it seeks to build its coverage and links with one of the fastest-growing U.S. communities.

Fox News, which is owned by Rupert Murdoch’s News Corp, said on Wednesday the new site FOX News Latino (www.FoxNewsLatino.com) will provide original news and features focused exclusively on the Latino community.

The U.S. Latino population is one of the fastest growing, accounting for around 15.4 percent of the population in 2008, up from 12.5 percent in 2000, according to Pew Research. As that population grows, marketers are spending more of their advertising dollars with Hispanic media outlets.

“About a third of the country is going to be of Latino heritage by 2050 and we thought it was time to launch a site with more of a focus,” said Michael Clemente, Fox News’ senior vice president of news editorial.

But Clemente said it was unlikely Fox News will launch a news television channel focused on the Latino community.

“It’s not on the drawing board. There’s just too much to be had among the 700 cable channel universe right now.”

The new website will feature videos and other content in both Spanish and English with reports from the United States as well as South and Central America, and the West Indies, among other regions.

Some content from the site will appear on FoxNews.com’s “Strategy Room,” the political, entertainment and lifestyle talk show streamed live on the Web every weekday.

Fox News is the most-watched cable news channel in the United States and in the last year has expanded its lead over rivals like CNN, which is owned by Time Warner Inc and MSNBC, a unit of NBC Universal which owned by General Electric Co.

Clemente said he sees little risk that a Latino audience would avoid a website backed by Fox News because of the cable TV network’s conservative pundits, whose views on issues like immigration can be at odds with the Latino community.

“I don’t think there’ll be conflict,” he said. “We will do what we always do on the news side which is to be very fair and balanced on all sides of the issue in our reporting.”

News Corp shares closed 36 cents to $13.39 on Nasdaq.

Source: Reuters

The joint study from iVillage and SheSpeaks highlights that interaction between women through online community Web sites, forums and message boards have a “dramatic” influence on driving product preference, loyalty, and purchase.

Facebook and Twitter fall to the bottom of the list. Only 19% believe that posts from friends influence them to make a purchase, and 11% cite posts from brands.

Online coupons and customer reviews continue to influence purchases. Women are 77% more likely to look for products and 67% more likely to purchase them in a store after reading online reviews on a community forum or message board.

The study reveals that while social media networks like Facebook and Twitter are valuable communications channels, with 51% of women actively following brands and retailers online, these channels are relatively less — 19% — influential in prompting purchases. Other forms of marketing that prove influential include online coupons at 68%; online product reviews by consumers, 61%; emails from companies or brands, 45%; and articles read online, 41%.

About half of the women responding to the survey spend between six and 30 minutes preparing for a shopping trip, and two-thirds spend between six and 60 minutes. They search for product information online and offline, looking for coupons in multiple channels, and reading email newsletters. Although the research channels used most vary by product category like food and beverage versus health and beauty, it is clear that brand marketers need to understand the most influential digital channels for their specific product.

“Women want advice from other shoppers, but they also want to share their experiences and look for validation before making a purchase,” says Jodi Kahn, executive vice president at iVillage. “They become much more loyal to a brand if you give them the tools to make the correct buying decision. Coupons and programs increase brand loyalty.”

A parenting Web site, along with a beauty Web site — both from iVillage.com, scheduled to launch Thursday — will make it easier for women to search for information and product reviews.

Women typically control the purchasing decisions in the home, Kahn says. Knowing the brands that communicate with women can have a greater impact on a variety of purchase behaviors. Seventy-four percent of the women who participated in the survey said recommendations gave them a more favorable view of the product while shopping, and 70% said they were more likely to choose the brand or product over others.

Online channels influence women differently. Coupons and opinions influence women most when it comes to the purchase of food and beverage, health and beauty and household products. Online coupons at 68%, store coupons at 66%, consumer reviews on shopping sites at 61%, and online recommendations from friends at 59% are the top influencers. Sixty percent also say online coupons are more influential on their purchases now than one year ago, and 51% say consumer recommendations on Web sites are more influential.

Although 51% of women are fans or followers of grocery, health and beauty or household products brands and the stores that carry them, consumer reviews on shopping sites are a top influence for 61% of respondents. Online articles, by comparison, are a top influence with 35% of respondents saying that reading online content or articles is more influential now than one year ago. Blogs were also identified as an influence by 33% of respondents.

Facebook and Twitter fall to the bottom of the list. Only 19% believe that posts from friends influence them to make a purchase, and 11% cite posts from brands.

Source: MediaPost News

The 18th Annual HACR Symposium: The Power of Hispanic Inclusion brings together some of the nation’s most influential Hispanic leaders, government officials and corporate executives to discuss and identify effective strategies and models for achieving greater Hispanic inclusion and participation in the areas of employment, procurement, philanthropy and governance.

“Commitment. Innovation. Leadership. These are words that describe Don Browne’s passion for the Hispanic community and we are very pleased to have Don join us at this year’s HACR CEO Roundtable,” stated Carlos Orta, HACR’s President/CEO.

This past April, Browne celebrated five years at the helm of Telemundo having led the company to the most diverse Hispanic leadership in its history: Telemundo’s leadership team grew from 33% Hispanic in 2002 to 85% Hispanic in 2010.  Today, approximately 85% of Telemundo’s full-time employees are Hispanic.

Browne also led Telemundo’s evolution from a simple broadcaster of acquired content to a leader in producing original content specifically for U.S. Hispanics – made by Hispanics, for Hispanics – delivering today more than 3,000 hours of original content a year. Under his leadership, Telemundo invested millions of dollars to create Telemundo Studios and build an entire industry for the future, providing hundreds of jobs to talented Hispanics and developing talent on and off the screen. Telemundo has evolved into a multimedia company by creating businesses across all platforms that did not exist before, including a rapidly growing Digital business and a world-renowned International operation that distributes content to more than 100 countries in over 30 languages, promoting U.S. locations and the work of Hispanics to the entire world.

A longtime advocate of expanding into the Spanish-language television market, Browne was a key member of the NBC team involved in the purchase of the Telemundo network. Browne has a national reputation for being especially active in the recruitment and career development of women and minorities. He is co-founder and board member of the “Women of Tomorrow Mentor and Scholarship Program” for at- risk high school girls. He is the recipient of the 2006 Florida Governor’s Points of Light Award for exemplary service to his community and the 2004 prestigious Ida B. Wells Award for his commitment to promoting diversity in the work place.

In 2008, Browne’s extensive contributions to the broadcasting industry and Spanish-language television were recognized by Broadcasting & Cable, where he was inducted into the prestigious Broadcasting & Cable Hall of Fame, an industry honor that is bestowed on the pioneers, the innovators and the stars of the electronic arts.

Led by Browne, Telemundo recently reaffirmed its commitment to news by introducing a comprehensive news strategy to enhance and expand its news content across key day parts and multiple platforms including increased investment in local newscasts at the Telemundo stations and the launch of the weekly public affairs show Enfoque.

Thanks to Browne’s commitment to the Hispanic community, the network has been a pioneer in integrating social issues in its prime time original novelas including topics such as the 2010 Census, Latino women self esteem, immigration, health, workplace safety, domestic violence, literacy, eating disorders, rape, and plastic surgery, among many others.

In order to implement its multiple pro social initiatives including voter registration, Latina women, the 2010 Census, and many other causes, Telemundo regularly partners with leading U.S. Hispanic organizations including USHLI, LULAC, NHMC, USHCC, CNC, HACR, CHLI, NAHJ, NCLR, CHCI, NPRC, NiLP and MANA.

About Telemundo

Telemundo Communications Group (“Telemundo”), a division of NBC Universal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world. Telemundo’s multiple platforms include Telemundo, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events reaching 93% of U.S. Hispanic viewers in 210 markets through its 15 owned-and-operated stations, 45 broadcast affiliates, and 800 cable affiliates; mun2, the preeminent voice for bicultural Hispanics in the U.S. reaching over 34.1 million U.S. TV households nationwide on digital and analog cable, and satellite television; Telemundo Digital Media, which leverages Telemundo’s original content for distribution across digital and emerging platforms including mobile devices and www.telemundo.com and www.holamun2.com ; and Telemundo International, the company’s international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.

CONTACT:

Michelle Alban
Telemundo
Vice President, Corporate Communications & Public Affairs
305-889-7585
Michelle.alban@nbcuni.com

The result:

It will feature news, reviews, editorials and videos on the top-selling games worldwide.

Univision also presented a study about Hispanics’ attitudes toward video games. Among other things, it found that Hispanic respondents answered yes at a rate 100% higher than non-Hispanics when asked if they planned to buy a game in the next 30 days.

“Today’s partnership enables GameSpot to extend its reach to one of the fastest-growing segments of the video gaming community,” said Simon Whitcombe, vp games at CBS Interactive.

Kevin Conroy, president of Univision Interactive Media, said the new site launch is “part of Univision’s company-wide commitment to providing U.S. Hispanics with best-in-class, Spanish-language video gaming content not currently available to them anywhere else.”

Univision Interactive Media will translate some GameSpot content into Spanish, while GameSpot will also produce exclusive weekly Spanish-language content that will appear on Univision.com. GameSpot editor-in-chief Ricardo Torres will oversee the production process.

Among some of the other findings of the study about Hispanic gamers:

• Hispanics have a greater propensity than non-Hispanics to buy in-home and portable video game systems.

• They are not as price sensitive. Hispanic respondents were 15% less likely than non-Hispanics to say cost was a primary reason for purchasing video games.

• Many still consider themselves beginners with more than 50% of Hispanics labeling themselves a “novice” level player. Only 30% of non-Hispanics claim that status.

Source: Brandweek