Hispanic Mobile: Hispanicize 2013

Hispanic Mobile Challenges & Opportunities

Hispanicize 2013

2013 April 11,

2 Hispanic Mobile Profile

Source: Sensis Hispanic Mobile Report, December 2011

3 Mobile Phone Usage Among Hispanics

Source: comScore, December 2012

45%

34%

Hispanic General Market

Hispanics over-index in smartphone usage

Source: Sensis Hispanic Mobile Report, April 2012

5 Smartphones as Computer


6 The behavioral basics What most people know

• Price sensitivity / deals ethic • More social in key activities (e.g. shopping)


7 Hispanic In-store Mobile Experience

Innovative research on Hispanic in-store mobile use

www.HispanicMobileReport.com


Top activities while shopping at a store

Chart page 11

Top Activities While Shopping at a Store


It’s all about the best deal

• Care more about finding the best deals

• Use anonymous mobile product reviews far less


10 In-store price-checking is not about Amazon… it’s about the store across town


11 Hispanic Mobile

• Shopping is a social affair • Deals ethic • No showrooming


12 Some insights from the trenches

13 Hispanic Digital Experience

14 Some Insights

• Heavy mobile users – mobile ads have very high response rates

• In some categories, English is key to reaching them --- portrays legitimacy

• Tablet adoption is driving Internet access among older, Spanish-dominant and less acculturated cohorts

• Complex info best presented in anecdotal, story format

15 Some Insights Younger Hispanics

• Important of authenticity to younger, acculturated segment • Looking to “connect” with their culture, even if they don’t

speak Spanish

16

@jrvilla

www.linkedin.com/in/josevilla

www.thinkmulticultural.com

Thank you

www.slideshare.net/sensisagency

Hispanic Mobile: Hispanicize 2013

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Transcript of Hispanic Mobile: Hispanicize 2013