Social Media Audiences Getting More Diverse

Social media can be a great targeting tool for your business.  Many companies have focused their social marketing efforts on reaching specific female audiences because they were dominant social population. New research has come about that shows men are becoming more social and also social media users are increasingly more diverse.

• In 2010, men made up 47.6% of social networkers.  By 2014, the male population is estimated to climb to 48.4%.

• Facebook is expected to see a greater overall shift
in users by gender. Just over 40% of Facebook users were male in 2010. It is projected that the percentage of male users in 2014 will rise to 47%

• This year, nearly two-thirds of social networkers are Caucasian.  In 2014 that number will slip to 63%

• The percentage of African-American social media users is forecast to remain flat from 2012 to 2014 at 13% and the percentage of Asian users is projected to increase slightly from 4.9% to 5.1%

• The biggest shift will come from Hispanic social media users.  The percentage of Hispanic social media users will grow from 15% this year to 17% in 2014

What Does This Mean To You?

This change in demographics means more targeting options for your social media efforts.
You can not only leverage new customers and create loyal shoppers but market new sets of products.
Currently in Metro Orlando, adults who have visited a social media site in the past month:

• 49% were male

• 51% were female

• 59% were Caucasian (non-Hispanic)

• 9% were African American

• 3% were Asian

• 26% were Hispanic

For more information on how to expand your customer base and create targeting opportunities through social media,  please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; The 2012 Scarborough Report, Release 1

Who Are The Fastest Mobile Shopping Adaptors?

Last month, we had a post about how smart phone owners are active shoppers.  In fact, over 70% of smart phone owners used their device on their last shopping trip.  A new study has been released that details what groups are the fastest adopters of mobile shopping activities.  Knowing who these groups are can help bring success to your mobile shopping offerings.  But it may not be who you think it is.

• African-American consumers outpace
the population as a whole in mobile
shopping activities

• More than 30% of African-Americans have located a retailer through a smart phone

• More than one in five African-Americans used a mobile device to read a product review

• Over 20% of African-Americans have also used a mobile device to store a shopping list

• 40% of African-Americans have interacted with a company through SMS

• While tech adoption is often considered a male first function, women have been quicker to move towards mobile shopping

• 25% of women have located a retailer via mobile device compared to 20%
of men

• Women are also more likely than men to read product reviews, keep a shopping list and make purchases on a mobile device

• Hispanic consumers are more likely to compare prices on a mobile device than other groups

What Does This Mean To You?

Most tech adoption happens first by younger, affluent male consumers. But with mobile shopping, that just isn’t the case.  When you are looking at targets for your m-commerce activities, you can’t afford to overlook the African-American & Hispanic segments or female consumers.
Metro Orlando Adults who live in a household with a smart phone:

• American-Americans – Nearly 40%

• Hispanics – Over 40%

• Females – 38%

Targeting will help you get the most out of your mobile shopping efforts.  Promote your programs and capabilities in relevant content.  Make sure you offer your customers real value and continue to fine tune your program once it is in place.  For more information on reaching the groups that can bring you mobile success, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; The Integer Group; M/A/R/C Research

Attitudes Of Hispanic Social Networkers

Yesterday’s post looked at attitudes and purchase behaviors of Hispanic consumers.  There is also research on how Hispanic consumers use social media. Hispanics are one of the fastest growing groups for digital adoption and mobile use.  Because of the growth and purchase power of Hispanic consumers, knowing their social media use can help you create new shoppers.

• Over one in five Hispanic consumers nationwide said that social sites are a way for them to tell people about companies and products they like

• One in six Hispanic consumers post ratings or reviews for others to read

• Hispanic consumers were 38% more likely than non-Hispanics to say they follow their favorite brands on social media

• Hispanics were also more likely than non-Hispanic to purchase products they saw advertised on social media

• 27% of Hispanic social networkerss click on links or items posted by others

• One in four Hispanic consumers access social networks from different devices

• 16% of Hispanics said they are more likely to purchase a product recommended by others on social media

What Does This Mean To You?

Hispanic consumers are definitely engaged in social media.  Not only do they follow brands, they are influenced by social media advertising and comments.

Among Hispanic adults in Metro Orlando:

• Two-thirds have accessed a social media site in the past month

• 33% have accessed a social network from a mobile device

• Nearly one in six have spent more than an hour on a social media site in the past week

• 63% have made an online purchase in the past 12 months

Social media can help your business engage Hispanic consumers and create awareness.  Because Hispanic consumers tend to read others comments, make comments themselves and make purchase decisions because of social commentary, reputation management is important.  Not paying attention to
your social reputation can turn away shoppers and cost you sales.  For more information on reputation management and forging relationships with
Hispanic consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Advertising Age; Experian Simmons; The 2012 Scarborough Report, Release 1

Engaging Hispanic Shoppers

According to the latest census, 16% of the US population is of Hispanic origins.  This consumer group, that is over 50 million people strong, has grown by 43% in the past decade. Any consumer group with that much growth cannot be over looked.  New research has become available that details attitudes of Hispanic consumers.  Knowing this type of information is the key to your business leveraging Hispanic consumers and engaging an untapped market.

• 35% of Hispanic consumers nationally said that Spanish language labels help them select products they want, that jumps to 55% among Spanish language dominant Hispanics

• Nearly one-third of Hispanic consumers said they paid more attention to products that are advertised in Spanish

• 29% of Hispanics stated that Spanish language advertising is important because it’s the best source of information when making a purchase decision

• Almost 40% of Hispanic shoppers said that when a company advertises
in Spanish they feel like the company respects their heritage and wants
their business

• More than 35% of Hispanic consumers and nearly half of Spanish language dominant Hispanics intimated that they were more loyal toward companies that show appreciation for their culture by advertising in Spanish

What Does This Mean To You?

Just how important are Hispanic consumers?
Nearly one in four adults in Metro Orlando are of Hispanic origins and nearly half have children in their households.  Hispanic adults are also much more likely than the market to buy a home, vehicle, furniture, mobile device and consumer electronic product.
The first step in creating a loyal relationship with Hispanic consumers is reaching them.  For more information on targeting Hispanic consumers
and getting results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Advertising Age; Experian Simmons; The 2012 Scarborough Report, Release 1

Hispanic Social Networkers Are Engaged

In a recent post, we detailed the social networks that Hispanic consumers tend to use. Today, we’re going to look at how active Hispanic social networkers are compared to total social media users and the year over year growth of social networks among Hispanics.

• Hispanics are 25% more likely to follow a brand

• 18% more likely to follow a celebrity

• 21% more likely to post links to articles, links, videos and web sites

• 17% more likely to build or update a personal blog

• 7% more likely to have multiple social network profiles

• Facebook has seen a 8% growth in the past year among Hispanics (16.7 million unique Hispanic users)

• Blogger has seen 10% growth (5.6 million unique Hispanic visitors)

• Twitter has grown 32% among Hispanics (2.4 million unique Hispanic visitors)

• LinkedIn has experienced a 52% year over year growth (1.8 million unique Hispanic visitors)

What Does This Mean To You

Hispanics are a very lucrative client base. By 2015, they are expected to
have $1.5 trillion in buying power nationally and see a 60% growth in population.  In Metro Orlando, Hispanic adults are more likely than the
market to be buyers of:

• Vehicles – Hispanic adults 15% more likely to be planned vehicle buyers

• Homes – They are over 50% more likely to buy a home in the next year

• Mobile devices– Hispanic adults are over 25% more likely to be in the market for a new smart phone or tablet

• Furniture – They are 30% more likely to be furniture buyers

• TVs – The are also 20% more likely to be in the market for an HDTV

Social networks are a great way to communicate with and influence Hispanic shoppers. Your company needs to have a solid social media strategy, including reputation management, as part of your overall marketing plan. For more information on how your company can effectively leverage Hispanic consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Nielsen; Selig Center; The 2012 Scarborough Report, Release 1

Hispanic Social Networkers

Hispanics are not just the largest minority group on social networks, they are more active on social media than US internet users overall.  In fact, social networking is the number 2 overall online activity among Hispanic internet users.  A recent study looked at the sites Hispanic social media users tend to frequent. The top 5 are:

• Facebook – 79%

• Twitter – 29%

• MySpace – 23%

• Google+ – 19%

• MyLife.com – 4%

What Does This Mean To You

From yesterday’s post, we know that Hispanic consumers are rapidly
becoming mobile-ly centric.  This is true of their social networking habits
as well.  In Metro Orlando, nearly 40% of Hispanic adults access social media sites via mobile device.  As for social networking in general, two-thirds of Orlando Hispanic adults visit social networks and more than one in five spend over 1 hour each day on them.  For more information on how to target and monetize Hispanic consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Emarket; Zpryme

Hispanic Consumers Are Tech Savvy

Hispanic consumers have proven to be early adopters for technology products.
Recent research points to the fact that the Hispanic community is more likely to go online via mobile device than wired machines.  The study also looked at the types of tech products Hispanic consumers have in their homes.

• 70% own a laptop

• 52% own a smart phone

• 42% own an iPod

• 19% own a tablet

• 14% own a netbook

• 11% own an e-reader

What Does This Mean To You

Hispanic spending on wireless products is amazing, it is estimated they will spend over $500 million on apps alone this year.  One in four plan on buying a new smart phone in the next 6 months and 18% plan on buying a new tablet.  All this points to one thing – If you are planning to target Hispanic consumers, mobile needs to be part of your strategy.  For more information on reaching the Hispanic community, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Emarket; Zpryme

Smart Phone Ownership by Ethnicity

Delivering targeted messages doesn’t just make your marketing campaigns more efficient, it also makes them much more effective. Recent studies point to the fact that targeted ads deliver bigger returns.  Mobile solutions are a great way to connect with target audiences and targeting by ethnicity is one way to engage the consumers you want to reach.

• Total smart phone owners:
2012: 37%, 2016 – 59%

• Asian smart phone owners:
2012 – 44%, 2016 – 62%

• Caucasian smart phone owners: 2012 – 35%, 2016 – 59%

• African-American smart phone owners: 2012 – 34%, 2016 – 54%

• Hispanic smart phone owners: 2012 – 37%, 2016 – 63%

What Does This Mean To You?

Currently in Metro Orlando, 29% of Caucasian adults, 45% of Asian adults, 24% of African-American adults and 35% of Hispanic adults own smart phones.  By utilizing content that these ethnicities prefer, you can create product awareness and use smart phones as a platform that develops loyalty.  For more information on mobile content and solutions that engages audiences, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407-420-5702
afiala@orlandosentinel.com

Source: emarketer

Hispanics And Social Media

Across the US, there are over 55 million people of Hispanic descent, this equates to roughly 16% of the total population.  Hispanics are not just a large, growing ethnic group, they also have considerable buying power.  Adding to the clout of the Hispanic community is the fact they are early technology adopters and are the leading ethnic group for social media use.

•   27% of Hispanics use social networks for six or more hours per day.  Just 9% of all internet users are on for 6 or more hours per day

•   8 in 10 online Hispanics have a Facebook account

•   Over 60% of Hispanic internet users access their Facebook account at least once a day

•   60% of online Hispanics have Twitter accounts and 35% access them at least once a day

•   Over half of Hispanics who access the internet have Google+ accounts and 45% have LinkedIn accounts

•  Roughly 30% have either Pinterest or Foursquare accounts

What Does This Mean To You?

In Metro Orlando, nearly one in four adults are of Hispanic adults and over half of them have accessed a social media site in the past month.  When you consider the growth of the Hispanic community and their economic impact, you’ll see a population segment that you should be marketing to.  Social media gives you the ability to create connections and engage this valuable ethnic community. The more you can get them to “like” or follow you on social media the better. It helps you to forge a relationship with Hispanic consumers and aides in creating awareness.  “Likes” and followers are great evangelists for your brand and will help turn more people into loyal customers.  For more information on targeting the Hispanic community or social media, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: US Census Bureau; EMarketer BigInsight

Content That Engages

Yesterday’s post detailed how ethnic communities feel they are not represented or reached by advertising.  Today’s post will focus on content types that engage ethnic communities and will help deliver your message better.

Digital Content Types Ethnic Groups Preferred to View:

African-Americans

• Music/Music Related: 52%
• Beauty: 49%
• News & Information Specifically about African-Americans: 43%
• Cultural Events: 41%
• Religion: 39%

Hispanics

• Food/Recipes: 59%
• Cultural Events: 58%
• Music/Music Related: 56%
• Parenting/Family: 54%
• News & Information Specifically about Hispanics: 53%

Asians

• Restaurants: 54%
• News & Information Specifically about Asians: 53%
• Food/Recipes: 51%
• Cultural Events: 49%
• World News: 49%
• 60% feel diversity in ads shows their uniqueness

What Does This Mean To You?

Ethnic groups can be a very profitable target for your company.  Placing your brand in content they tend to view will help to foster a relationship and create engagement.  Content targeting can extend beyond just web sites.  Sponsoring newsletters and blogs dedicated to preferred content is another great way to develop connections.  For more information on how to build loyalty within ethnic communities, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor