Hispanic mobile consumers study

As Hollywood looks to drive waning movie ticket sales, their focus should be on the growing Hispanic population and their use of mobile devices throughout the movie-planning process. This insight comes from research within The Mobile Consumer: Hispanics, Movies & Mobile, a new report by multicultural marketing agency Briabe Mobile and MocoSpace, the largest entertainment destination on the mobile Internet.

Hispanics attend movies more frequently than other racial demographics, and they're using their mobile devices to find theaters, movie times and reviews.

Hispanics attend movies more frequently than other racial demographics, and they’re using their mobile devices to find theaters, movie times and reviews.

Based on the results from a June 2011 survey of MocoSpace users, the study revealed Hispanics attend movies more frequently than other racial demographics, and they’re using their mobile devices to find theaters, movie times and reviews.

Hispanics are known to be a driving force for tickets sales. A recent Nielsen study found Hispanics make up approximately 15 percent of the U.S. population, but they represent 28 percent of today’s frequent moviegoers. This study echoed those findings, but also had key findings about Hispanics’ movie-attending habits.

Key findings for Hispanic mobile consumers include the following:

  • 75 percent of Hispanics go to the movie theater once a month, 25 percent see movies three times a month. This is more often than all other polled ethnic demographics.
  • Hispanic Americans use their phones for almost every part of the film-discovery process. 72 percent use their mobile devices for overall movie planning. Of those:
    • 65 percent use their mobile devices to find showtimes and locations
    • 39 percent use it to view trailers
    • 35 percent use it to discover movies
    • 28 percent use it to get reviews
    • 14 percent use it to buy tickets
  • 55 percent use their phones to access movie information within the four hours just prior to seeing a movie.

Not only are Hispanics using their phones to seek out movie information, the report found they’re influenced by mobile advertisements, too. One out of four interviewed said they look to search and mobile banner ads when deciding what film to see. After viewing a film, 55 percent of Hispanics said they discuss their opinion of the movie on social networks.

72 percent of Hispanics use their mobile devices for overall movie planning | Hispanic mobile Consumers Study

Hispanic mobile Consumers Study | 72 percent of Hispanics use their mobile devices for overall movie planning

Photo credit: VentureBeat

you are entitled to your informed opinion

you are entitled to your informed opinion

Latinos Key to Arizona Population Growth

In-depth analysis nonetheless shows increase could have been greater

Latinos were pivotal to the population growth in Arizona in the last decade, comprising nearly half (48%) of the overall increase in residents since 2000, according to a National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund analysis of newly released Census 2010 data.

A climate of hostility toward Latinos could have played a part in our community not participating in the Census and therefore not being counted

A climate of hostility toward Latinos could have played a part in our community not participating in the Census and therefore not being counted

Between 2000 and 2010, while the state’s overall population grew 25% from 5.1 million to 6.4 million, the Latino population grew from 1.3 million to 1.9 million, an increase of 46%.  Arizona is the second-fastest growing state in the nation, and gained one additional congressional seat as a result.  Latinos now represent 30% of the state’s residents and are the second-largest population group.

“There is no doubt that Latinos are a key part of our state’s growth.  These numbers show we will continue to play a larger and larger role in the state,” said NALEO Board Member Mayor Fernando Shipley of Globe, Arizona.  “As the state now undertakes the redistricting process, we have to be sure that these numbers become an opportunity for full and fair representation for the Latino community.”

The Census 2010 data also reveal that 43% of all Arizonans under 18 are Latino, and that the Arizona Latino population is significantly younger than the non-Latino population.

In addition, figures show significant Latino populations in most of Arizona’s largest cities, including Phoenix (41%), Tucson(42%) and Glendale (35%).  Nearly all of Arizona’s Latinos (96%) live in the state’s ten largest counties, with 60% residing inMaricopa County alone.

However, the 2010 Census data fall below estimates of the population.  For instance, in the state’s most populous county, Maricopa — home of the capital city of Phoenix — the U.S. Census Bureau had estimated there would be 235,704 more residents than what the actual Census count shows.   The estimates also show that the state averaged a -4% difference in population.

From our extensive work in overcoming barriers to full Census participation, the NALEO Educational Fund knows that fear and distrust of government are among the leading causes of not participating in the Census, and we are concerned the hostile environment in the state during last year’s enumeration may have contributed to a Census count significantly below the projections.  No other state has had such a difference between the 2010 population estimates and the 2010 Census count.

“It is unfortunate that a climate of hostility toward Latinos could have played a part in our community not participating in the Census and therefore not being counted,” said former NALEO Educational Fund Board Member and Patagonia (AZ) School Board Member Cynthia Matus Morris.  “When we have people who are made to fear being counted, all residents of Arizonalose.”

(Click here to view the NALEO Educational Fund 2010 Arizona Census Profile)

Charles Bukowski

Charles Bukowski

About NALEO Educational Fund

The NALEO Educational Fund is the nation’s leading non-partisan, non-profit organization that facilitates the full participation of Latinos in the American political process, from citizenship to public service.

Latino Women and Cervical Cancer

Latino Women and Cervical Cancer

Latino Women and Cervical Cancer

All women are at risk for cervical cancer but unfortunately Hispanic/Latino women have about twice the risk of developing cervical cancer, compared to other women.

Cervical cancer used to be the leading cause of death for U.S. women. With the widespread use of Pap test screening in the last 50 years, cervical cancer rates have declined significantly. Every year, there are about 11,000 new cases and approximately 3,800 deaths from cervical cancer.

According to the Center for Disease Control and Prevention (CDC), 7.9 out of every 100,000 women are diagnosed with cervical cancer every year. Also, the CDC states Hispanic women have the highest incidence rate of cervical cancer, followed by black, white, American Indian/Alaska Native, and Asian/Pacific Islander women.

Black women have the highest death rate from cervical cancer, followed by Hispanic, American Indian/Alaska Native, white, and Asian/Pacific Islander women. Approximately 2.4 out of every 100,000 women will die from cervical cancer annually. However, mortality rates of cervical cancer among Hispanic women are still 50 percent higher than those of non-Hispanic women, and incidence rates among Hispanics are twice the rates of non-Hispanic women.

Latino Women and Cervical Cancer

Some experts believe the major reason for this difference is that Hispanic women are less likely to get regular Pap tests. Testing has had a definite impact on reducing mortality rates of cervical cancer. In the past 30 years, rates of incidence and mortality of cervical cancer has dropped 50 percent, even among Hispanic women.

Cervical cancer is caused by the human papillomavirus, or HPV, a common sexually transmitted infection. Most HPV infections go away on their own, but persistent HPV infections can lead to cell changes that can progress to cervical cancer.

Cervical cancer is highly preventable because of Pap tests and HPV vaccines. The Pap test finds problems with the cervix as soon as they start and the HPV vaccine prevents HPV infections. When cervical cancer is found early, it is highly treatable.

To protect against cervical cancer and precancer, the CDC recommends that all girls who are 11 or 12 years old get three doses (shots) of HPV vaccine. According to the CDC, girls and young women aged 13 through 26 years should get all three doses of an HPV vaccine if they have not received all doses yet. The vaccine can be given to girls beginning at age 9 years. Boys and young men aged 9 through 26 years also can be vaccinated against HPV for the prevention of genital warts.

Also, there are programs to help women receive free or low-cost Pap tests. If you have low income or do not have health insurance, you may be able to get a Pap test through the National Breast and Cervical Cancer Early Detection Program. Call your local program or 1-800-CDC-INFO to see if you qualify.

Also, the Vaccines for Children program (VFC) offers vaccines if you don’t have insurance for your child or if your insurance does not cover all recommended vaccines.

Chinese Proverb

Chinese Proverb




Nielsen: Some minority groups quicker to adopt smartphones

A new survey from Nielsen finds Hispanics, Asians/Pacific Islanders, and African-Americans have above-average smartphone adoption rates.

Recent market data suggests that about three out of ten (31 percent ) of all U.S. mobile phone users now have a smartphone, but a new survey from Nielsen shows adoption rates are even higher amongst some minority groups. According to Nielsen, smartphone adoption amongst Hispanic and Asian/Pacific Islanders reached levels of 45 percent during the fourth quarter of 2010, which 33 percent of African Americans owning a smartphone during the same quarter. In comparison, only 27 percent of white Americans had a smartphone during the fourth quarter of 2010.

Nielsen smartphone OS share/ethnicity (Feb 2011)

Nielsen smartphone OS share/ethnicity (Feb 2011)

The figures for new handsets acquired during the last six months show a similar trend. Some 60 percent of Asians/Pacific Islanders who got a phone in the last six months got a smartphone, compared with 56 percent of Hispanics, 44 percent of African Americans, and 42 percent whites.

Nielsen didn’t offer much in the way of explanation for the figures, save to now that the Asian/Pacific Islander, Hispanic, and African-American populations in the U.S. “tend to skew younger.” Younger Americans have been the backbone of the mobile phonemarket for years.

Overall, Nielsen’s survey finds the three major smartphone platforms—Apple’s iOS, RIM’s BlackBerry, and Google’s Android—in a virtual dead heat for market share, with iOS having 28 percent of the market and RIM and Android each having 27 percent—although Android’s share has been climbing very quickly. (The figures echo recent findings from Canalys that found Android has claimed the top spot in phone shipments.) However, Nielsen did find that Apple’s iOS is leading amongst smartphone owners who are Asian/Pacific Islanders, with 36 percent reporting they have iPhones. Conversely, BlackBerries were favored by African-American smartphone owners, with 31 percent saying they owned a BlackBerry device.

Nielsen smartphone messages OS share gender

Nielsen smartphone messages OS share gender

Nielsen’s survey covered some 56,719 people, with 13,258 responding to questions about phone purchases in the last six months.

every child is an artist

every child is an artist

Unauthorized Immigrant Population: National and State Trends

by Jeffrey S. Passel, Senior Demographer, Pew Hispanic Center, and
D’Vera Cohn, Senior Writer, Pew Research Center

Although the number of unauthorized immigrants in the U.S. is below 2007 levels, it has tripled since 1990, when it was 3.5 million and grown by a third since 2000, when it was 8.4 million. | Estimates of the Unauthorized Immigrant Population 2010 - Pew Hispanic

Estimates of the Unauthorized Immigrant Population 2010 – Pew Hispanic

As of March 2010, 11.2 million unauthorized immigrants were living in the United States, virtually unchanged from a year earlier, according to new estimates from the Pew Hispanic Center, a project of the Pew Research Center. This stability in 2010 follows a two-year decline from the peak of 12 million in 2007 to 11.1 million in 2009 that was the first significant reversal in a two-decade pattern of growth. Unauthorized immigrants were 3.7% of the nation’s population in 2010.

The number of unauthorized immigrants in the nation’s workforce, 8 million in March 2010, also did not differ from the Pew Hispanic Center estimate for 2009. As with the population total, the number of unauthorized immigrants in the labor force had decreased in 2009 from its peak of 8.4 million in 2007. They made up 5.2% of the labor force in 2010.

The number of children born to at least one unauthorized-immigrant parent in 2009 was 350,000 and they made up 8% of all U.S. births, essentially the same as a year earlier. An analysis of the year of entry of unauthorized immigrants who became parents in 2009 indicates that 61% arrived in the U.S. before 2004, 30% arrived from 2004 to 2007, and 9% arrived from 2008 to 2010.

Other key points from the new report include:

The decline in the population of unauthorized immigrants from its peak in 2007 appears due mainly to a decrease in the number from Mexico, which went down to 6.5 million in 2010 from 7 million in 2007. Mexicans remain the largest group of unauthorized immigrants, accounting for 58% of the total.

  • The number of unauthorized immigrants decreased from 2007 to 2010 in Colorado, Florida, New York and Virginia. The combined population in three contiguous Mountain West states-Arizona, Nevada and Utah-also declined.
  • In contrast to the national trend, the combined unauthorized immigrant population in three contiguous West South Central states-Louisiana, Oklahoma and Texas-grew from 2007 to 2010.
  • Although the number of unauthorized immigrants in the U.S. is below 2007 levels, it has tripled since 1990, when it was 3.5 million and grown by a third since 2000, when it was 8.4 million.

The estimates are based on data from the U.S. Census Bureau’s Current Population Survey, augmented with the Pew Hispanic Center’s analysis of the demographic characteristics of the unauthorized immigrant population using a “residual estimation methodology.”

Although the estimates indicate trends in the size and composition of the unauthorized-immigrant population, they are not designed to answer the question of why these changes occurred. There are many possible factors. The deep recession that began in the U.S. economy officially ended in 2009, but recovery has been slow to take hold and unemployment remains high. Immigration flows have tended to decrease in previous periods of economic distress.

The period covered by this analysis also has been accompanied by changes in the level of immigration enforcement and in enforcement strategies, not only by the federal government but also at state and local levels. Immigration also is subject to pressure by demographic and economic conditions in sending countries. This analysis does not attempt to quantify the relative impact of these forces on levels of unauthorized immigration.

Other Resources

Kochhar, Rakesh, C. Soledad Espinoza and Rebecca Hinze-Pifer. “After the Great Recession: Foreign Born Gain Jobs; Native Born Lose Jobs,” Pew Hispanic Center, Washington, D.C. (October 29, 2010).

Passel, Jeffrey S. and D’Vera Cohn. “U.S. Unauthorized Immigration Flows Are Down Sharply Since Mid-Decade,” Pew Hispanic Center, Washington, D.C. (September 1, 2010).

Passel, Jeffrey S. and Paul Taylor. “Unauthorized Immigrants and Their U.S.-Born Children,” Pew Hispanic Center, Washington, D.C. (August 11, 2010).

Einstein quotes

Einstein quotes

Why Marketers Should Care About Reaching Latina Bloggers

Speaking about Latina Bloggers is Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.

Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.

The first gift of the season goes to my dear friend, Elianne Ramos.:)  Elianne is an incredibly talented, knowledgeable, and hard working human being, she is the Principal & CEO of Speak Hispanic communications and vice-chair of Communications and PR for Latinos in Social Media (LATISM.) She is constantly on the go, generating great ideas and positively impacting the U.S. community. As if this wasn’t enough, she was the vice president, creative director and founder of i3 Creative Group, managing production teams working concurrently in the United States, Mexico, Uruguay and Argentina. In over 15 years of  creative direction, copy writing, public speaking, public relations and TV commercial production experience, Elianne has developed broadcast, multimedia and social media campaigns for high-profile clients. Her writing has appeared in numerous books and publications including the Chicken Soup for the Soul series and now, for the first time-ever, on the Hispanic Marketing blog.

Please, enjoy Elianne’s article. Elianne, this one is with all of the Target Latino love.

Why Marketers Should Care About Reaching Latina Bloggers

Even with the well-documented explosion of the Hispanic market, Internet sources like Technorati, which by 2008 was indexing 112.8 million blogs, have never touched upon the topic of Latinas and blogging. With the release of the Latinos in Social Media’s Latina Blogger Survey, though, it is now official: Latina bloggers are increasing their numbers and spreading throughout the blogosphere.

The intrinsic characteristics of blogging, where the private becomes public and communities rally together around common interests, make it the perfect platform for Latinas to voice life from their viewpoint … in in two languages, no less!

Beyond the obviously good news that these bloggers now provide us with a new outlet for furthering our brands’ messages—what with ever-shrinking minority-outreach budgets—the implications of this Latina blogger explosion for PR and marketing professionals are many:

The Good

• In Latino culture, where word-of-mouth and group interaction are second-nature, the trustworthiness of a blog post wrapped in a culturally relevant package can certainly influence the value of a brand in the eyes of their thousands of followers.

• These bloggers provide us with micro-niche audiences and more targeted outlets for furthering our brands’ messages. Stories published and promoted online have the potential to reach a greater number of people in very little time. In this context, a Latina blogger outreach program puts us in an ideal position to secure widespread coverage for our clients.

• Most Latinas blog in English, followed closely by Spanish and peppered with Spanglish, which means that their potential reach is amplified. Their choice of language in this case may be more about connecting with their readership, not necessarily a reflection of the language they speak more fluently. The key is listening and doing your homework in order to find the perfect fit.

• Latina bloggers are actively engaged in social media, and they tend to belong to tight, supportive communities online. Besides the fact that your message will reach well beyond the scope of the blog, this also means that other influencers in their communities will help disseminate it.

• Their culture infuses their writing but does not rule it.  Contrary to expectations, Latinas blog about numerous subjects, which opens up possibilities for different types of brand engagement.

• These Latinas are at the epicenter of merging worlds: between traditional and modern roles, between English and Spanish, between American and Latino cultures. They will bring a fresh perspective to your message, one that most closely reflects the Latina experience in the US.

The Bad

• Brand credibility: With consumers now doing research online and even generating their own content, consumers are less likely to believe a product review that blatantly comes from a sponsorship.

• Relative lack of control over the message: Know that consumers will be getting and act on impressions about your brand from less than perfect sources. Bloggers are not necessarily a self-regulating bunch, at least not yet. The fact that they can and will write whatever they want in their blog might create public relations issues. Just be sure to monitor their blogs, so you can address any issues or comments and give your official brand perspective, if need be.

• Saturation: With the fast growth rate of this segment, the Latina blogger market is likely to become saturated fast, which means their individual reach will, at some point and with few exceptions, start to diminish. This being a relatively young blogging community also means that the time to reach out to them is now.

The Ugly

The Federal Trade Commission (FTC) is cracking down on so-called “Blogola” by regulating blogger/advertiser relationships. The rules were updated December 2009.

The new rules include the fact that now bloggers must disclose material connections with a brand: whether they are receiving payment or free products and the kind of relationship they have with the company. What’s more, now both the brand and the blogger are subject to liability for misleading or unsubstantiated representations made. This means that the potential of a company being held responsible for approving unfounded claims—not rare in this realm—is a very real one. While the FTC regulations are beginning to be applied, the blogger outreach game is still an evolving one. The main things to keep in mind seem to be transparency, clear objectives and open ears: a willingness to listen and adjust, if need be.

Though a blogging campaign may be a godsend of great, relatively inexpensive publicity, remember that it is also —or should be—part of a larger communications/PR plan. Make sure all other elements of the campaign support your Latina blogging outreach and vice versa. If you do it right, Latina blogueras will rally behind your efforts with the same pasión they pour into their Web writing every day.

What has been your experience in reaching out to Latina bloggers? Please share in the comments below.

inspirational quote

inspirational quote

Females More Likely Than Males to Buy Online in Latin America

Consumers in Brazil and Argentina Most Likely to Make Purchases Online, Females More Likely Than Males to Buy Online in Latin America

comScore, Inc. released results from a study of the e-commerce landscape in Latin America. The study, which surveyed nearly 800 respondents, looked at e-commerce activity across Brazil, Mexico, Argentina, Chile, Colombia and Peru as well as online banking behaviors, mobile activity and Twitter usage. The study found that although the majority of visitors to e-commerce sites in Latin America make purchases online, retailers still face obstacles in converting many consumers to online shoppers due to concerns over transaction security, availability of payment options and the selection of goods available online. The results of the study were also presented to the Latin America E-Commerce Association event held in Bogota on December 1.

Consumers in Brazil and Argentina Most Likely to Make Purchases Online, Females More Likely Than Males to Buy Online in Latin America

Consumers in Brazil and Argentina Most Likely to Make Purchases Online, Females More Likely Than Males to Buy Online in Latin America

“Relative to other global regions, the e-commerce industry in Latin America is still in its infancy, but consumers are showing encouraging signs of adopting the channel,” said Alejandro Fosk, senior vice president of Latin America for comScore. “With 3 out of 5 Internet users in Latin America visiting retail sites each month, it is clear that consumers are interested in online shopping. In order to convert these browsers to buyers, retailers need to address consumers’ concerns about purchasing online in order to help the e-commerce industry develop to its full potential in this region.”

E-Commerce Site Visitors in Brazil Most Likely to Make Purchase

Among those who visited e-commerce sites in Latin America, 79 percent of males reported making an online purchase, while 88 percent of females reported doing so. Across the markets included in the survey, Brazil showed the highest percentage conversion of online e-commerce site visitors to purchasers with 94 percent of visitors in Brazil making an online purchase. Argentina followed at 89 percent, with 84 percent of e-commerce site visitors in Colombia doing so.

Question: Do you make purchase online, in addition to your offline purchases? (Of those that visit e-commerce websites)October and November 2010Source: comScore, Inc.

Percent E-commerce SiteVisitors that MadePurchases Online
Latin America by Gender
Males – Latin America79%
Females – Latin America88%

Security Reasons the Main Concern for Prospective Online Shoppers

Of those that did not purchase online, security ranked as the main concern among prospective shoppers. Specifically, 68 percent of females listed security concerns as a reason why they do not make purchases online, with 48 percent of males reporting this as a reason. Preferring to shop in person rather than online was also a main deterrent to online shopping, with 38 percent of males and 32 percent of females reporting this as a reason. Consumers also reported that type of payment options offered hindered their adoption of online purchasing (35 percent of males, 32 percent of females) as well as shipping costs (30 percent of males, 42 percent of females).

Question: Why do you not make purchases online? (Of those respondents that did not make purchases online) October and November 2010 Source: comScore, Inc.  (Percent of Latin AmericanConsumers )

Reason for Not Purchasing OnlineMalesFemales
Security reasons48%68%
Prefer shopping in person rather than online38%32%
The type of payment options offered35%32%
Shipping costs30%42%
Not as good of a selection online as offline13%5%

3 out of 4 Online Shoppers in Argentina Prefer to Make Purchases at Local Websites

An analysis of consumer preferences regarding purchasing at international versus local e-commerce websites revealed that consumers in Argentina have the strongest preference to shop at local websites with 3 out of 4 consumers preferring this option. More than half of consumers in Brazil and Colombia also preferred shopping at local websites, while slightly more than half of consumers in Mexico, Chile and Peru preferred international websites for online shopping.

Question: If given one option, would you prefer to shop on International or Local Websites? (Of those respondents that make purchases online) October and November 2010 Source: comScore, Inc. (% of Consumers)

Local WebsitesInternational Websites

Mr. Fosk added, “Across most markets, consumers show little preference for shopping at international versus local e-commerce Websites, revealing that this differentiation is of minor consideration in consumers’ online buying decisions. Both local and international retailers have the opportunity to penetrate the Latin America region.”

i have a feeling that my guardian angel

i have a feeling that my guardian angel

SOURCE comScore, Inc.

Translate Word of Mouth With Social Media Monitoring Tools

A comprehensive measurement plan should consist of three parts—gauging the audiences’ reactions to a brand before, during and after a campaign | Social Media Monitoring Tools

A comprehensive measurement plan should consist of three parts—gauging the audiences’ reactions to a brand before, during and after a campaign | Social Media Monitoring Tools

The abundance of content that is easy to access and consume makes launching and sustaining noteworthy online projects challenging. As social media matures, the need to measure online word of mouth and demonstrate success becomes indisputable.

A comprehensive measurement plan should consist of three parts—gauging the audiences’ reactions to a brand before, during and after a campaign. The first step in measuring online word of mouth is to listen and monitor audience chatter across blogs, forums and social networks. This effort helps uncover existing issues, attitudes and behaviors. It marks the starting point for a campaign. The second step requires tracking the campaign’s progress and studying the interaction between message senders and receivers. During this phase, marketers can take note of attitudinal and behavioral changes among their target audience. The third step involves comparing final campaign results with benchmark scores to demonstrate the momentum and change the campaign generated.

When setting benchmarks and tracking online word of mouth throughout the course of a program, marketers can use the following measures to show how their initiatives generated buzz, changed brand perceptions and led consumers to take action.

Volume of discussion: Using blog search engines such as Technorati, Google Blog or research firms’ proprietary software tools, count the number of posts that mention key words or messages related to your program. The numbers of unique Web site, blog and forum posts that reference the brand, product, service or issue indicate online word-of-mouth reach.

Influencer mentions: When writers quote and reference a source, they deem that information outlet reliable and useful. Similarly, every link that points to a social media address boosts that source’s authority. When a blogger refers to your program, enter the blog’s address into the Technorati search engine and note the authority score the search engine calculates for that blog. Some monitoring tools also measure the number of inbound links to blogs from brand sites, news sites, forums and other blogs. The higher the score, the more influential and authoritative the source will be.

Stickiness: To show the full impact of word-of-mouth programs, we must account for those who received and shared a message. Impressions and unique visitors are metrics that speak to the broad universe of people who may have been exposed to a message. However, not everyone passes along every bit of information they receive. Stickiness is based on the percentage of people who pass along a message among those who are exposed to the message.

The Echo Factor and Tone: When reviewing the overall volume of mentions, analysts often distinguish between positive and negative tone. Marketers can take this assessment a step further and measure how their messages echo through consumer conversations. They can calculate the total number of positive and negative messages generated through at least one cycle of word of mouth. Tonality Index, which is based on he ratio of positive to negative mentions, indicates the dominant tone of word of mouth and gives brands a pulse check.

Engagement: There are popular ways of quantifying engagement such as measuring the amount of time spent on a Web site and counting the number of comments online posts garner. Yet, online media engagement can be a qualitative measure that gives directional information about consumers’ online experience. To understand the nature of users’ interaction with the blog content, marketers can study comments’ tone and length. They may find a detailed, positive review more meaningful than a neutral or negative monosyllabic comment. Furthermore, they can classify the topics commentators discuss and analyze the quality of information these social media agents share.

Advocacy: Differentiate between online conversations that are descriptive and those that contain recommendations or warnings. To identify those networking agents who are advocating for a brand, product or a company, look for those who are making solid recommendations, telling others what to do, and potentially influencing others’ opinions and decisions. For instance, “online promoter score,” distinguishing between mavens who are generating much of the volume on an issue and advocates who make recommendations

User Action: Online word-of-mouth campaigns yield recommendations, votes and purchases. When organizations engage word-of-mouth agents and infuse networks with their messages, they hope to see an increase in sales and public support. To connect such outcomes with their marketing initiatives, communication professionals need to document their audiences’ online behaviors and show that online buzz can lead to posts, clicks and downloads, or offline actions such as votes, coupon redemptions and in-store purchases. Marketers can review sales trends during and after the campaign and note any increases that correspond with online buzz volume. Political strategists can explore how visits to online information hubs affect votes, signatures and donations.

the less you respond to negative people the more peaceful a life

the less you respond to negative people the more peaceful a life

Source: PR NEWS

August 2010 U.S. Search Engine Rankings

It is really perplexing that with the evident number of online searches, added to the fact that people themselves perform these searches in order to find what they need, are curious about or want to investigate, compare or purchase, that due importance is not placed on Search Engine Optimization. Remember it’s not who you know, it’s who knows you.

Target Latino


Google Sites led the explicit core search market in August with 65.4 percent of searches conducted.


U.S. Explicit Core Search

Google Sites led the U.S. explicit core search market in August with 65.4 percent market share, followed by Yahoo! Sites with 17.4 percent (up 0.3 percentage points) and Microsoft sites with 11.1 percent (up 0.1 percentage points). Ask Network captured 3.8 percent of explicit core searches, followed by AOL LLC with 2.3 percent.


comScore Explicit Core Search Share Report*

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch              ________________________                          .

Core Search Entity            Explicit Core Search        Share (%) Jul-10    Aug-10        Point Change

Total Explicit Core Search         100.0%    100.0%               N/A

Google Sites                                      65.8%     65.4%                 -0.4

Yahoo! Sites                                     17.1%     17.4%                    0.3

Microsoft Sites                                 11.0%     11.1%                    0.1

Ask Network                                      3.8%      3.8%                    0.0

AOL LLC Network                           2.3%      2.3%                     0.0


*“Explicit Core Search” excludes contextually driven searches that do not reflect specific user intent to interact with the search results.

Nearly 15.7 billion explicit core searches were conducted in August. Google Sites ranked first with 10.3 billion searches, followed by Yahoo! Sites in second with 2.7 billion (up 3 percent) and Microsoft Sites in third with 1.7 billion (up 2 percent). Ask Network accounted for 598 million explicit core searches (up 2 percent) followed by AOL LLC Network with 366 million.


comScore Explicit Core Search Query Report

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch                            __________________________             .

Core Search Entity            Explicit Core Search                Queries (MM)

Jul-10    Aug-10                Percent Change

Total Explicit Core Search             15,589    15,695                              1%

Google Sites                                        10,263    10,259                             0%

Yahoo! Sites                                           2,661     2,728                              3%

Microsoft Sites                                       1,712     1,744                              2%

Ask Network                                              588       598                              2%

AOL LLC Network                                   365       366                              0%


U.S. Total Core Search

Google Sites accounted for 60.5 percent of total core search queries conducted, followed by Yahoo! Sites with 21.0 percent and Microsoft Sites with 12.8 percent. Ask Network captured 3.5 percent of total search queries, followed by AOL LLC with 2.2 percent.


comScore Total Core Search Share Report*

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch                    ________________________           .

Core Search Entity    Total Core Search                   Share (%)

Jul-10    Aug-10                 Point Change

Total Core Search              100.0%    100.0%                          N/A

Google Sites                              61.6%     60.5%                          -1.1

Yahoo! Sites                             20.1%     21.0%                             0.9

Microsoft Sites                         12.6%     12.8%                             0.2

Ask Network                                3.5%      3.5%                             0.0

AOL LLC Network                    2.2%      2.2%                              0.0


* “Total Core Search” is based on the five major search engines, including partner searches, cross-channel searches and contextual searches. Searches for mapping, local directory, and
user-generated video sites that are not on the core domain of the five search engines are not included in these numbers.

Americans conducted more than 16.9 billion total core search queries in August with Google Sites leading with 10.3 billion searches, followed by Yahoo! Sites with 3.6 billion and Microsoft Sites with 2.2 billion.


comScore Total Core Search Query Report

August 2010 vs. July 2010 Total U.S. – Home/Work/University Locations

Source: comScore qSearch                           _______________________      .

Core Search Entity    Total Core Search             Queries (MM)

Jul-10    Aug-10               Percent Change

Total Core Search                  16,673    16,950                          2%

Google Sites                             10,263    10,259                          0%

Yahoo! Sites                                 3,351     3,562                         6%

Microsoft Sites                            2,106     2,166                         3%

Ask Network                                   588       598                         2%

AOL LLC Network                         365       366                         0%


A Note about September 2010 Search Reporting

comScore’s ability to report qSearch data for September 2010 will not be impacted by recent changes in the search landscape, including the introduction of Google Instant Search and Microsoft’s powering of specific channels of search activity within Yahoo! Google’s introduction of Instant Search does not disrupt comScore’s ability to measure search activity consistently, but does introduce a new dynamic that will be addressed in our data collection methodology.

Source comScore

the rat race Lily Tomlin #quotes

the rat race Lily Tomlin #quotes

Offline WOM More Prevalent, Positive and Credible than Online Buzz

Word-of-mouth (WOM) conversations that take place in person and over the phone are overwhelmingly more prevalent than those online, according to research.

Also, face-to-face communication is more positive in tone, more likely to be judged highly credible and more likely to lead to strong purchase intent than online talk, the study found

Below, some of the findings issued

On average, 3.5 billion WOM conversations occur daily in the US. Offline WOM accounts for 92% of these (75% face to face; 17% by phone), and email, IM/text messaging and chatrooms/blogs account for a combined 7%:

Most Word-Of-Mouth is Offline

Most Word-Of-Mouth is Offline


  • Offline is the predominant mode of WOM across all age groups, ranging from 80% among the youngest group to 97% among the oldest
  • However, teens participate in a higher percentage of online WOM (17%) than members of other age groups.
  • Consumers under age 18 are also more likely than others to drive advice-giving in online talk. Though only 13% of offline advice-givers are age 13-17, 35% of advice givers in online conversations fall within that age bracket.
  • WOM expressed face to face and by phone also is viewed as highly “credible” more often than online talk (59% vs. 49%):
Offline WOM has more credibility

Offline WOM has more credibility

One possible explanation for the credibility gap is that online communications often occur between people who don’t know each other very well. But the study suggests that the credibility gap exists even in communications between people who are related or otherwise know each other.

Specifically, content from a spouse, relative or best friend is rated more believable when it is shared offline, either by phone or face to face, than online – via email, text messaging or blogs.

“Apparently, the value of eye contact, voice and perhaps even nonverbal communication provides a boost to credibility and to the likelihood that we’ll do something about what we’ve learned,” said Brad Fay, a coauthor of the study.

Other findings:

  • Offline communication has more purely positive content than online discussion (65% vs. 59%) and is less likely to contain negative or “mixed” content (23% vs. 30%).
  • A comparison between face-to-face communication and content on online blogs and chatrooms reveals an ever wider gap, with 66% of face-to-face communication “mostly positive” compared with 57% for blogs/chatrooms.
  • Offline WOM is more likely than its online counterpart to lead to strong purchase intent (50% vs. 43%).

About the study: Results of the Keller Fay/OMD study are based primarily on surveys of 18,486 Americans age 13-69, from late July 2007 through early February 2008.

True Indeed

True Indeed