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Uncovered Facts About Online Hispanic Women and their Media Usage

05/18/2015/in Market Intelligence, Social Media/by Havi Goffan

Are you considering going after the online Hispanic women market? Here’s all your questions on their online media usage answered but to find out you must read every word of this comprehensive report.

Online Hispanic women are social networking butterflies

One of the main factors that decisively affects business profitability and ROI is market share. The connection between market share and profitability has been recognized by scholars, business executives and consultants.

Hispanic women in the U.S will reach 51 million by 2050 and will make up 25% of the total U.S female population by 2050, according to Hispan Telligence.

If we add the fact that U.S. Hispanics are ahead of the curve when it comes to digital, they lead in adoption of new devices, are power users of mobile and over-index in video consumption, the conclusion is clear. It’s time to pay attention to the online Hispanic women market.

Hispanic women RULE in digital

Many brands believe that the only places to reach online Hispanic women are lifestyle magazines, celebrity gossip and mommy sites. While these sites are very effective in reaching them, Hispanic women trace their own path and can be found in other online properties in droves and we will cover these shortly. You just have to know where to look.

Uncovered Facts About Online Hispanic Women and their Media Usage

Online Hispanic women are social networking butterflies

Hispanic women of all ages engage in a multitude of online activities, such as blogging, photo-sharing, gaming, video viewing and instant messaging. Mobile social networking is a habitual practice in the lives of today’s women.

Social retail, clearly demonstrated by the percentage of women that participate on Pinterest and because it combines two activities that are already firmly embedded in the daily activity of online women, is the next logical step in this evolution.

Women transact online more than men

In the U.S., currently the largest e-commerce market in the world, women are the key drivers of online buying. More women than men conduct business online and, collectively, they spend more. Women account for 85% of consumer purchases (She-conomy) and 58% of U.S. ecommerce spend but in spite of this, 91% of women say advertisers don’t understand them.

Differences between women and men on Social Networks

Even when their online behavior is similar, motivations can differ widely between the two genders. The adoption of Twitter is a great example – both genders adopted this technology at similar rates, but for different purposes. Men are far more likely to post their own Tweets than women. Meanwhile, a larger percentage of female Twitter users say they use the site to find deals and promotions. Women are also more likely to use the service as a conversation medium, to ask for help from other users and to follow celebrities. (comScore)

Online Hispanic Women Social Media and Other Web Media Use

Girls dominate visual platforms – Pew Internet 2015

Social Media Networks with the largest incidence of Hispanic demographics are Facebook, Twitter, Instagram and Pinterest.

Facebook

73% of adult Latino internet users (18+ years old) say they have a Facebook account with a slightly higher Hispanic women presence in the social network. (Pew Research Center 2014)

Twitter

25% of Hispanics are on Twitter versus a 21% of non-Hispanic whites. The site’s reach is marginally higher among men than among women. Still, this is a great network to reach a college-educated, affluent, and urbanite demographic.

Instagram, Flickr, Other Photo Sharing Sites

Hispanic women surpass men in every age group in both reach and time spent on photo sites. They were also much faster to adopt photo sharing when it first reached the market.

SnapChat tends to be used by wealthier teenagers – Pew Internet 9-4-15

Instagram has the largest percentage of Hispanics out of all other social networks. 34% of Instagram users are Hispanics, a much higher percentage than their white counterpart (21%). This demographic skews much younger, especially in the 18 to 29 years old segment. Besides young adults, women are particularly likely to be on Instagram, along with those who live in urban or suburban environments.

Pinterest does not fall behind on the Hispanic forefront. Definitely the Queendom of women, with 21% of Hispanic Pinterest users, looking for inspiration, this is “the” place to be. The first social commerce network (I really hate calling it a social network as Pinterest has always been so much more than that and by the way, don’t miss out on these outstanding Pinterest for Business statistics when you are done reading this article. If you are not active on it, you will want to be.)

To sum up: Women dominate Pinterest with 42% of online women using the platform, compared with 13% of online men.

SnapChat

Did you know that 70% of SnapChat users are women? And they are a very young demographic. Now, let’s do the math. There’s a much higher incidence of Hispanics on Gen Y and Gen Z than on any other generation. If you have not considered a SnapChat campaign for your Latina teens, you may be missing the mark.

Read What Everybody Ought To Know about the Latino market to discover even more

LinkedIn seems to rank low on Hispanic demographics with just an 18 percent of adult Hispanics but if you are looking for online Hispanic women who are college-graduates and between the ages 30-64, then this is your site.

Remember that users are becoming more and more multiplatform and if you find them on Pinterest, it is highly likely you will also find them on Twitter and Facebook.

Source: September 2014, the Pew Research Center

Online Video Sites

59% of all Hispanics are on YouTube and 72% of Hispanic Americans using YouTube’s app. By the same token, YouTube has the higher share of viewed minutes for online women.

Universal has a Universal Latino YouTube channel dedicated channel to online Hispanics. You can read more about their success in driving this audience on this article.

Online Streaming

Latinos stream way more online TV than their white counterparts, according to Nielsen: “Latinos on average watch 6 hours and 22 minutes of online video per month, whereas white viewers clock 3 hours and 44 minutes on average.”

There are several players in this field.

Hulu Latino, has been developing its own original content. Hulu Original Latino Series ‘East Los High’ Receives Three Daytime Emmy Nominations. They are partners with Univision, Galavision and Telefutura. In 2012, Hulu Latino added shows from new partners Azteca America, Butaca, Caracol Televisión, Comarex, Estrella TV, Imagina US, Laguna Productions, Maya Entertainment, RCTV, Todobebe Inc and Venevision.

MiTu Latino is a multi-channel streaming network that receives over 100 million views per month and in just two years it amassed an audience of more than 36 million subscribers.

mun2, re-branded as NBC Universo on February 1, 2015, was the fastest growing Hispanic cable network with women 18-49 in total day Monday -Sunday 6a.m.- 2a.m., +8% year-over-year. The network continued its double-digit growth with women. Source: Nielsen Media Research.

Radio

We cannot skip online radio, so we’ll take a look at the Pandora demographics. These are mostly Hispanics Males/Females younger than 24yrs old no college, some grad school, income range $0 – 55k, no kids. This is a very young demographic.

Hispanic Women and Online Search

Language used by Hispanic women to surf the web

Language used by Latinas to surf the web

“Latinas search in English for information in Spanish. Beyond language, a majority (62 percent) of Latinas wish for more lifestyle information about Latinas online, and over sixty percent want more lifestyle information written in Spanish. When Latinas search for Latino subject matter online, recipes top the list, followed by news, music, family health, beauty and celebrations.” Source: Comscore

Google is the most popular search engine among both genders but their behavior on Bing displays an interesting behavioral twist. In general, men perform a higher number of search queries than women (71.6 searches per searcher for men vs. 64.0 for women). When it comes down to Bing, Hispanic women perform a much higher number of searches than males that use this search engine do.

Google has seen the number of Google search queries that include common Spanish-language question words nearly double over the past 3 years. If you still think of “Hispanic Marketing” as “Spanish Marketing,” it’s time to re-evaluate your knowledge of this market. Looking for Spanish SEO or Spanish Inbound marketing will not help you capture a solid market share of the Hispanic market in the U.S., unless you only want to target this particular Hispanic market segment. But remember that even people who have recently immigrated to the U.S. will eventually be searching in English, Spanish and Spanglish.

Combine cultural relevance with language to get to the winning formula. – Havi Goffan

Why you need a Hispanic Inbound Marketing Agency

Hispanic Women market Opportunities & Challenges

I wouldn’t end this article without providing some tips and data regarding the Hispanic women market. Here are a few of the market’s opportunities and challenges.

Opportunities

Once a brand is identified as a trustworthy one, Hispanic women will share the news with family, friends, co-workers and this might lead these reference groups to continue the buzz about the brand around their own set of groups.
Customer relationship management is another important aspect to consider when marketing to Hispanics. Both from a cultural and language perspectives, this audience deserves careful consideration. The last thing a business should do is generate interest in their products or services to lose them once they form part of the customer-base.
Coupons have an influence on the Latino consumer’s decision.
Latina Bloggers have a strong influence in the purchasing decisions of many Hispanic moms.
33% of Hispanic moms claim to have learned more about products and brands from online ads than from traditional media. Don’t forget internet ads!
Hispanic women are also more open to companies’ content: 57% said they read emails from brands while only 19% of U.S. moms do so.

Challenges

Brand loyalty towards one brand vs. another is very strong in some industries – e.g., the baby care industry. It may be based on brands used by previous generations or it built out of a product trial.
Hispanic women email lists need to be built in-house. Otherwise, be prepared to pay heftily for a solid list.
Trust generation is one of the most important achievements when targeting the Hispanic women market.

This audience IS the future. Play it smart and play it well. If you were doing business in China, you wouldn’t leave your marketing in the hands of people who knew nothing about the language and the culture, right? And there’s even more variations of Spanish than versions of Chinese. Don’t blame the market for not responding to your campaigns. The numbers are there and they are yours for the taking.

Words to live by

Why Marketers Should Care About Reaching Latina Bloggers

12/15/2010/in Market Intelligence/by Havi Goffan

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

Target Latino gives the gift of WOM this holiday season

12/10/2010/in Social Media/by Havi Goffan

We, at Target Latino, have decided to spread a little cheer this Holiday Season. And we want to give the gift of recognition and help promote our colleagues that have worked so brilliantly and hard this year to write their great articles on Hispanics / Latinos and, even better, Hispanic marketing.

So, if you would like us to give you this gift, send us your favorite article on Hispanic Marketing, Social Media, Latino life, demographics, anything related to the Latino community along with a short bio (photo, if you want) and we will do the rest!!! We’ll post it, promote it and credit you for being WHO YOU ARE!!!

Thank you for participating and allowing us to give, at least a little, on this Holiday Season!!

May the year that comes be even better than the one we are now!!!

With all the Target Latino love,

Claudia “Havi” Goffan

PS: Please, send us an email via the Target Latino page or via the contact form on the blog and we will reply so you can send us the rest of the materials!!!

never lose your sense of wonder

Social sites eclipse e-mail use

02/08/2010/in Market Intelligence, Social Media/by Havi Goffan

Social network sites such as Facebook and MySpace are now more popular than personal e-mail, finds a report.

The Nielsen survey of users’ habits found that 67% of all those going online were spending time at social network and blogging sites.

Social sites eclipse e-mail use – Facebook is grabbing more and more of web users’ time.

Interest in the category is growing four times faster than the other top four sectors, said the report. In the UK one in every six minutes of the average web user is spent at a social site, it found.

“Social networking has become a fundamental part of the global online experience,” said John Burbank, chief executive of Nielsen Online in a statement.

“Social networking will continue to alter not just the global online landscape, but the consumer experience at large,” he said.

Nielsen measures interest in categories by the percentage of the web audience that regularly visit such sites. The latest statistics suggest that 65.1% of web users use web e-mail but 66.8% are turning up at social network sites.

This means, said Nielsen, that about one in every 11 minutes a web user is online is spent at one of the sites Nielsen counts in its “Member Communities” category which includes both blogs and social network sites.

Of these sites, Facebook has highest average time per user, found Nielsen.

The researchers also found that social networking sites are managing to reach a very broad swathe of web users. The fastest growing segment of users turning up and using social sites over the last year was among 35-49 year olds.

In particular, the report noted, almost a quarter of Facebook’s users were known to be over 50 years old.

More and more people want to get at their favourite social site and update via mobile, found Nielsen. In the UK the numbers of Britons looking at a social site via their phone was up 249%.

Source: BBC

Hispanics social media marketing strategy – a must

01/20/2010/in Market Intelligence, Marketing, Social Media/by Havi Goffan

Any company that comes in contact with online Hispanic consumers would be negligent not to include them on its social media marketing strategy. The focal point should be the identification of the technologies and social media channels that are a strategic fit.

By Havi Goffan

Any company that comes in contact with online Hispanic consumers would be negligent not to include them in its social media marketing strategy.

U.S.-based Hispanic consumers are significantly more likely to participate in online social media than their non-Hispanic counterparts, making a social media strategy a must for any marketer wanting to reach this group online, according to a new report from Forrester Research Inc.

The research findings are as follows: