Imran Hirani, VP of Media Analytics, provides stats and insights into the mobile behaviors of Hispanics. Presented 6/13/13 at the MobiU2013 Seminar: Mobile Hispanics at Edelman - Chicago.

1. Produced
by
the
Heartland
Mobile
Council
Hosted
by
Edelman
-­‐
Chicago
June
13,
2013
Brand
Panel:
Kimberly-­‐Clark,
BlueCross
BlueShield
of
Illinois,
Domino’s
Agencies
ModeraIng:
Edelman,
Cramer-­‐Krasselt
MobiU2013
Seminar:
Mobile
Hispanics

2. #MobiU2013,
@heartlandmobile
The
confluence
of
retailers,
CPG
brands,
researchers
and
agencies
–
combined
with
the
presence
of
the
“average
consumer”
–
make
Chicago
and
the
Heartland
the
ideal
locaIon
to
learn
how
to
uIlize
mobile
technologies
to
reach
the
average
consumer
TM
The
Heartland
Mobile
Council
is
a
Chicago-­‐based
non-­‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effecIvely

3. #MobiU2013,
@heartlandmobile
TM
The
Heartland
Mobile
Council
is
a
Chicago-­‐based
non-­‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effecIvely
Our
Belief
The
HMC
is
the
Trusted
Partner
to
Educate
Brands
on
how
to
use
Mobile

4. #MobiU2013,
@heartlandmobile
Why
the
HMC
Exists
•
Know
markeIng
•
Can
throw
a
good
party
•
Branding,
awareness,
loyalty
MarkeIng
conferences
cover
the
best
brand
case
studies
Mobile
conferences
covers
the
latest
technology
potenIal
• Know
technology
• Can
throw
a
good
hackathon
• Downloads,
pageviews,
scans

5. #MobiU2013,
@heartlandmobile
Mobile
UniversityTM
events
-­‐
SOLD
OUT
MobiU2012:
Couponing,
4/25;
Moms,
6/21;
Summit
9/24
MobiU2013;
Millennials
3/18;
Hispanics
6/13;
Brands+Startups
6/27

6. http://bit.ly/MobiU2013
See
12+
Brands
Speak
at
the
4th
Annual
#MobiU2013
Summit

7. #MobiU2013,
@heartlandmobile
Mobile
(Scary)
Future
“So
what
used
to
fit
in
a
building
now
fits
in
your
pocket,
what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell
in
25
years”
-­‐
Ray
Kurzwell,
Futurist

8. #MobiU2013,
@heartlandmobile
Mobile
Everything

9. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeIng
will
be…Mobile
Everything.
• Helping
with
the
lifle
things:

10. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeIng
will
be…Mobile
Everything.
• Helping
with
the
lifle
things:
• And
the
big
things:

11. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeIng
will
be…Mobile
Everything.
• Helping
with
the
lifle
things:
• And
the
big
things:
• With
you
all
the
Ime:

12. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeIng
will
be…Mobile
Everything.
• Helping
with
the
lifle
things:
• And
the
big
things:
• With
you
all
the
Ime:
• On
you
all
the
Ime:

13. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
MarkeIng
will
be…Mobile
Everything.
• Helping
with
the
lifle
things:
• And
the
big
things:
• With
you
all
the
Ime:
• On
you
all
the
Ime:
• In
you
all
the
Ime:
“…what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell…”

14. #MobiU2013,
@heartlandmobile
Join
Our
Mobile
Movement
• We
are
looking
for
people
passionate
about
mobile
• Network
(of
course)
• Learn
about
mobile
(of
course)
• Change
history
at
this
crucial
stage
in
history!
• Volunteers
needed
for:
• MarkeIng
(PR,
Social
Media,
Email,
Web)
• Summit
Event
Management
• Contact
hugh@heartlandmobilecouncil.com

15. Produced
by
the
Heartland
Mobile
Council
Imran
Hirani,
VP
Media
Analy2cs,
Nielsen
@imransmic
@nielsen
#MobiU2013
MobiU2013
Seminar:
Mobile
Hispanics
June
13,
2013
Reaching
Hispanics
Through
Mobile

16. #MobiU2013,
@imransmic
@nielsen
Agenda
• Hispanic
mobile
users
over-­‐index
on
mobile
engagement,
under-­‐index
on
TV
• What
do
Hispanics
do
on
mobile
devices?
• How
does
mobile
acIvity
vary
by
acculturaIon
level?
• What
can
we
expect
the
near
future
to
look
like?

17. #MobiU2013,
@imransmic
@nielsen
PENETRATION
OF
MEDIA
FORMATS
BY
POPULATION
7
of
10
Hispanics
have
a
mobile
phone
TRADITIONAL
TV
INTERNET
ON
A
COMPUTER
MOBILE
PHONE
VIDEO
ON
INTERNET
VIDEO
ON
MOBILE
0% 25% 50% 75% 100%
18%
41%
69%
54%
95%
15%
52%
79%
69%
94%
TOTAL
US
USERS
2+ HISPANIC
USERS
2+
Source:
Nielsen
Cross-­‐Planorm
Report
Q1
2013

18. #MobiU2013,
@imransmic
@nielsen
SMARTPHONE
PENETRATION
AMONG
MOBILE
SUBSCRIBERS
HISPANICS
AHEAD
ON
SMARTPHONE
ADOPTION
Among
mobile
subscribers,
smartphone
penetraIon
is
higher
among
Hispanics
Source:
Nielsen
Mobile
Insights

19. #MobiU2013,
@imransmic
@nielsen
5
#MobiU2013,
@imransmic
@nielsen
MONTHLY
TIME
SPENT
BY
PLATFORM
AMONG
PLATFORM
USERS
(HH:MM)
Hispanics
skew
to
mobile,
away
from
TV/PC
Text
TV
sIll
dominates
in
Ime
spent,
but
Hispanics
under-­‐index
on
TV
viewing
Source:
Nielsen
Cross-­‐Planorm
Report
Q1
2013,
Nielsen
NetView
March
2013,
Nielsen
Mobile
NetView
March
2013

20. #MobiU2013,
@imransmic
@nielsen#MobiU2013,
@imransmic
@nielsen
MONTHLY
TIME
SPENT
ON
MOBILE
WEB
AND
MOBILE
APPS
HISPANIC
MOBILE
TIME
IS
SPLIT
ON
APPS,
WEB
Source:
Nielsen
Mobile
Netview
March
2013

21. #MobiU2013,
@imransmic
@nielsen
HISPANICS,
TOTAL
US
SHARE
MANY
APPS
IN
TOP
10
By
audience
size,
8
of
the
top
10
apps
among
Hispanics
are
also
top
10
among
Total
US
Source:
Nielsen
Mobile
Netview
March
2013

22. #MobiU2013,
@imransmic
@nielsen
SAME
IS
TRUE
FOR
MOBILE
WEB
PROPERTIES
Hispanics
and
Total
US
share
8
web
brands
in
their
respecIve
top
10
lists
Source:
Nielsen
Mobile
Netview
March
2013

23. http://bit.ly/MobiU2013
See
12+
Brands
Speak
at
the
4th
Annual
#MobiU2013
Summit

24. #MobiU2013,
@imransmic
@nielsen
PERCENT
OF
SEGMENT
ENGAGING
IN
A
MOBILE
ACTIVITY
MOBILE
INTERNET
APP
DOWNLOADS
SOCIAL
NETWORKING
EMAIL
STREAMING
AUDIO
GAME
DOWNLOADS
TEXT
ALERTS
LOCATION-­‐BASED
SERVICES
MOBILE
SHOPPING
BAR
CODE
SCANNER
MOBILE
BANKING
0% 18% 35% 53% 70%
25%
15%
20%
28%
29%
28%
23%
48%
41%
35%
54%
34%
18%
26%
39%
37%
38%
37%
55%
53%
44%
65%
HISPANIC NON-­‐HISPANIC
Hispanics
over-­‐index
on
mobile
acIvity
MODE
CONNECT
ENJOY
LEARN
COMMERCE
Biggest
differences
are
in
entertainment
usage
(streaming,
games))
Source:
Nielsen
Mobile
Insights
Q1
2013

25. #MobiU2013,
@imransmic
@nielsen
SMARTPHONE
PENETRATION
AMONG
MOBILE
SUBSCRIBERS
ENGLISH-­‐DOM.
LEAD
IN
SMARTPHONE
ADOPTION
However,
there
is
a
sharp
rise
in
Spanish-­‐dominant
adopIon
of
smartphones
Source:
Nielsen
Mobile
Insights

26. #MobiU2013,
@imransmic
@nielsen
PERCENT
OF
SEGMENT
ENGAGING
IN
A
MOBILE
ACTIVITY
MOBILE
INTERNET
APP
DOWNLOADS
SOCIAL
NETWORKING
EMAIL
STREAMING
AUDIO
GAME
DOWNLOADS
0% 20% 40% 60% 80%
42%
35%
60%
55%
48%
69%
43%
43%
64%
58%
52%
74%
46%
44%
63%
61%
49%
74%
30%
36%
48%
50%
39%
60%
20%
25%
28%
34%
25%
39%
LEVEL
1
-­‐
LEAST
ACCULTURATED LEVEL
2 LEVEL
3 LEVEL
4 LEVEL
5
-­‐
MOST
ACCULTURATED
ACTIVITY
IS
STRONGER
AMONG
ENGLISH
SPEAKERS
MODE
CONNECT
ENJOY
Those
who
speak
Spanish
and
English
equally
are
most
acIve
in
many
categories
Source:
Nielsen
Mobile
Insights
Q1
2013

27. #MobiU2013,
@imransmic
@nielsen#MobiU2013,
@imransmic
@nielsen
PERCENT
OF
SEGMENT
ENGAGING
IN
A
MOBILE
ACTIVITY
TEXT
ALERTS
LOCATION-­‐BASED
SERVICES
MOBILE
SHOPPING
BAR
CODE
SCANNER
MOBILE
BANKING
0% 13% 25% 38% 50%
38%
21%
31%
37%
39%
41%
21%
31%
44%
42%
43%
23%
32%
42%
41%
28%
14%
19%
39%
34%
14%
7%
9%
26%
23%
LEVEL
1
-­‐
LEAST
ACCULTURATED LEVEL
2 LEVEL
3 LEVEL
4 LEVEL
5
-­‐
MOST
ACCULTURATED
COMMERCE
LEARN
Those
who
speak
English
at
least
half
the
Ime
are
~2x
likely
to
do
mobile
shopping
Source:
Nielsen
Mobile
Insights
Q1
2013

28. #MobiU2013,
@imransmic
@nielsen
LIKELIHOOD
OF
UPGRADING
MOBILE
PHONE
AND
SMARTPHONE
PENETRATION
BY
ACCULTURATION
LEVEL
SPANISH-­‐DOM.
A
BIT
LESS
LIKELY
TO
UPGRADE
PHONE
Growth
in
smartphone
penetraIon
may
be
slightly
slower
for
this
segment
Source:
Nielsen
Mobile
Insights
Q1
2013

29. #MobiU2013,
@imransmic
@nielsen
PERCENT
OF
SEGMENT
THAT
DESIRE
DATA
FEATURES
ON
THEIR
NEXT
PHONE
Data
features
less
relevant
for
Spanish-­‐dom.
Is
Spanish
mobile
content
lacking
or
low
in
awareness,
or
simply
not
desired?
Source:
Nielsen
Mobile
Insights
Q1
2013

30. #MobiU2013,
@imransmic
@nielsen
PERCENT
OF
SEGMENT
AGREEING
THAT
THEY
TRY
NEW
TECHNOLOGY/PRODUCTS
BEFORE
OTHERS
DO
SPANISH-­‐DOM.
ABOUT
AS
TECH-­‐HUNGRY
AS
OTHERS
LEVEL
1
-­‐
LEAST
ACCULTURATED LEVEL
2 LEVEL
3 LEVEL
4 LEVEL
5
-­‐
MOST
ACCULTURATED
35%
47%46%
43%
40%
STRONGLY
AGREE
OR
SOMEWHAT
AGREE
Suggests
that
markeIng
content
may
not
be
compelling
interest
in
data
use
Source:
Nielsen
Mobile
Insights
Q1
2013

31. #MobiU2013,
@imransmic
@nielsen
Learning
/
Wrap-­‐Up
• Hispanic
marketers
should
seek
to
make
mobile
a
substanIal
part
of
their
mix
• Under-­‐index
on
TV
Ime
• Over-­‐index
on
mobile
Ime
(among
mobile
subscribers)
• Hispanics
over-­‐index
on
mobile
acIviIes
• Perhaps
Ied
to
lower
penetraIon
of
PC/internet
• Be
mindful
of
variaIon
in
mobile
acIvity
by
acculturaIon
level
• Consider
your
target’s
adopIon
of
mobile,
smartphones
and
mobile
data
• Seek
to
understand
the
relevance
and
accessibility
of
Spanish
mobile
content
• Are
we
lacking
compelling
content?
• Is
there
an
accessibility
challenge?
• Is
there
disinterest
among
acculturated
Hispanics?

32. http://bit.ly/MobiU2013
See
12+
Brands
Speak
at
the
4th
Annual
#MobiU2013
Summit