Last week we published a blog post about the situation of the online video in Latin America. In that blog post we mentioned that, according to the latest research, online video is popular among Latinos and has major growth potential. We are now wondering what kind of relationship US-Latinos have with the online video and wanted to share our findings with you. In 2009, a study by Ipsos’US Hispanic Omnibus showed that the most popular online activities of US-Latinos were: watching videos (58%), uploading photos (68%), downloading music (47%) and visiting social networks (40%).
To think that most US Latinos don’t have Internet access or the skills to use it, is simply wrong.
For example, a new study by Yahoo! Telemundo and Experian Simmons Research says that US-Latinos are consuming and adopting media and technology, in some cases to an even higher degree than the rest of the population of the United States. The same study finds that the reason for this online behavior in US-Latinos is that new technologies help this group stay connected to what they consider to be most important: culture, community, friends and family-in both the U.S. and their home countries. The cultural characteristics of US-Latinos are creating this online consumption. Those companies who want to exploit this growing market may need to take those particulars characteristics into account when developing a marketing plan to reach this growing population. Language is also an aspect to be considered: “As the bilingual and Spanish-language dominant population continues to grow at a fast pace, campaigns should include Spanish content and incorporate a Spanish-language purchase in the process”, says Yahoo!, Telemundo and Experian Simmons Research. Furthermore, during Hispanic Heritage Month -from September 15 to October 15- Nielsen conducted a study on trends in media usage of US-Latinos. Some of the most interesting results shared by Nielsen are the following:
- Computer ownership: 72% of Hispanics have a computer at home
- Of those, 89% have internet access with 54% having high speed access
If we relate these data with the results of the last census in the U.S., which reported about 50 million Hispanics living in the U.S. in 2010, we can form the following opinion: A large part of the United States population, who happens to be latino, remains deeply underserved. Furthermore, if we relate this statement with the data we supplied above, we can come to some interesting conclusions:
- The Latino population in the United States represents a large proportion of the population of that country.
- Over 70% have internet access
- US-Latinos have the need to connect with other people (because of culture and family)
- One of their main activities is watching online videos
- More and more US-Latinos who speak and understand English prefer websites in English
- There are very few online marketing activities aimed at this demographic group.
Latinos are becoming a force that is defining mainstream online usage and marketers need to start thinking about them as a defining part of American culture rather than an afterthought or a corporate diversity initiative.
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