The Digital Behavior of Latinos in Entertainment Consumption

Tony D’Andrea, PhD Director of Research and Planning – The San Jose Group If you want to understand and even influence new forms of behavior “on the go,” then Hispanics are a group to watch. They engage with mobile and online technologies at levels that often overindex the general market. According to Comscore and Emarketer data, Latinos excel in a variety of digital activities, such as instant messaging and photo sharing (120-plus index points), video watching (140-plus), online gaming (160-plus), etc. In entertainment, they listen, download and transfer videos and music via mobile phones above the national average (160-plus index points). Likewise, while leading in smartphone ownership, Hispanic households are the most wireless group in America: 35% compared to the national average of 23%, according to government’s CDC Wireless Report. Simply put, Hispanics are at the vanguard of the digital consumer revolution in the streets and homes of America. As they use new technologies for entertainment consumption, we see some really dynamic behavior. For starters, almost 30% of heavy movie goers in America are Latinos. In connection, they rely on smart phones to gather information and make choices about films and theaters. In fact, Latinos decide “on the go” and within less than 4 hours before showtime. Being the youngest ethnic group in the country (a 27 median age compared to 40 for Non-Hispanic Whites), their reliance on digital mobile to make entertainment decisions is even sharper among younger adults (between 18 and 24), as over 60% of these Hispanics use smart phones to make on-the-spot entertainment decisions. But this is not a one-way information stream from movie apps to consumers. Latinos not only search information on their cell phones but quickly share their opinions with friends and relatives by texting and social media updates. Moreover, digital Latinos are quite open to mobile advertising, as nearly 40% say they are influenced by mobile ads, banners and search findings compared to the 31% national average. In sum, as the emerging mobile culture creates havoc in...

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Cereal Snacks in the Hispanic Market: What They Like about Granola

 Tony D’Andrea, PhD Director of Research and Planning – The San Jose Group Originally a 1890s American invention, granola bars are now associated with notions of “on the go” healthy nutrition. Given that U.S. Hispanics are attached to the delicious culinary traditions of their ancestral homelands, it may be surprising to learn that 78% of Hispanic children and 60% of Hispanic adults regularly consume granola bars in America. While currently generating $120 million in grain snacks revenue annually, the 51 million Hispanics residing in the U.S. nowadays are a consumer base that provides fantastic opportunities for business growth in this category. Yet, there are big differences in how Latinos consume cereal bars that have important marketing implications. For example, although U.S. Hispanics appreciate convenience as an important product attribute, they tend to eat cereal bars at home rather than on the go, work or school, which is predominantly done in the general market. Moreover, while the general market focuses on the nutritional aspects of granola bars, for Hispanics, taste remains the primary attraction. Likewise, taste is one of the main barriers for non-consumers who avoid the product as they perceive them as old-style hard candy. Overall, it is worth noting that Hispanics have limited knowledge about the product. This provides a great entry-way for building a Hispanic consumer base already proven to be more attentive to advertising information comparatively to the general market. The price of granola bars also matters to Hispanics, but it operates in non-linear ways requiring special consideration by cereal marketers. Paradoxically, the higher their income, the more price-sensitive and promotion-driven Hispanics are in relation to the granola bar purchase decision-making. In general, unacculturated, lower-income Hispanics prefer bulky value purchases at discount stores, whereas acculturated, higher-income Hispanics look for promotional and nutritional options in grocery stores. In sum, even as price behaves counter-intuitively, Hispanics are rational holistic shoppers, regularly balancing brand loyalty with promotional opportunities. The main lesson here is that Latinos consume and perceive products, such as cereal bars, in...

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SJG Celebrates 30th Anniversary, Announces Pro-Bono Program for Nonprofit Organizations

Nov 09, 11 SJG Celebrates 30th Anniversary, Announces Pro-Bono Program for Nonprofit Organizations

Posted by in Nonprofit

To celebrate 30 years of accomplishing unprecedented marketing results for its clients, The San Jose Group (SJG) is launching a pro-bono program, “SJG Giving as we Grow,” extending its services to three nonprofit organizations to support their efforts in creating stronger awareness of their cause among diverse multicultural communities. From now until December 19, non-profit organizations can register to participate and encourage their supporters to vote daily. The three organizations with the most votes and best short essays will receive free professional time of SJG’s public relations or creative marketing services. The first place organization will receive $30,000 worth of services, followed by $20,000 and $10,000 worth of services for the second and third place organizations, respectively. “For this major milestone in our agency’s history, we wanted to honor those non-profit organizations that day in and day out help our communities through their unselfish efforts,” said George L. San Jose, President and COO of SJG. “Whether it’s traditional creative content development, public relations support or marketing strategy, our team is excited and ready to extend our strategic and tactical areas of expertise to an organization that supports the local community.” Non-profit organizations can register on SJG’s website at Entries must include the 501(c)(3) number, the URL to the organization’s website, a digital file of the logo, as well as a 500 word or less short essay describing the organization’s mission and why it needs support reaching multicultural audiences. The deadline for entry submissions and voting is December 19. A panel of judges at SJG will determine the three most deserving organizations, and the winners will be announced the week of January 2. For more information about SJG, please visit Good...

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Hispanic Blogs: Branded Opportunities to Connect in the Digital Space

Tony D’Andrea, PhD, Director of Research and Planning – The San Jose Group If you take the subway, chances are that you will see many Latino commuters accessing the Internet by means of their smartphones. According to Comscore and Emarketer studies, Hispanics overindex in many Internet activities: instant messaging and photo sharing (120-plus index points), video watching (140-plus), online gaming (160-plus), etc. And if you go to a Hispanic household, you may not find a landline phone: 35% of Hispanic households have gone wireless compared to 23% national average, according to government’s CDC. In sum, not only are Hispanics going digital, they are also engaging a lot. Upon this lively digital demographic, there is a new type of blogs addressing Hispanic women using a modern bilingual style. Run by highly educated Latinas (“las blogueras”), websites like Mama Latina Tips, Latina on a Mission, Modern Mami, and Spanglish Baby provide dynamic platforms where women can discuss topics of interest. For example, founded in 2006, is self-fashioned as “a lifestyle blog from the perspective of a Latina working mother.” Its topics include parenting, social media, Latino culture, and anything concerning the working mother with a focus on work-life balance. Its editor is an industrial engineer, originally from Puerto Rico, currently living in Orlando, Florida. This profile is very similar to other leading Latina blogs. Each of these blogs receives about 20,000 monthly visitors, mostly Hispanic women looking for practical information on improving their quality of life or just learning tips about a new product in the market. Along with this readership base, Latina blogs have been developing interesting placement partnerships with brands which Hispanic moms may find a natural connection. Common brand categories often displayed on these blogs include educational and insurance services, fashion, and house cleaning, among others. If marketers want to get their brands involved in an engaging conversation with Hispanic consumers, they will need to participate in the Latino blogosphere. Tactical forms of engagement may include interactive promotions, partnerships and sponsorships, which should...

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A Phenomenal Opportunity to Drive and Create New Business While Maintaining and Strengthening Relationships with Current Consumers

The make-up of the American marketplace is constantly changing and evolving. Today, the Hispanic population has climbed to more than 50 million, and companies are beginning to realize the importance of this powerful market segment. If one can develop brand loyalty with this booming consumer segment now, just imagine what the possibilities could be down the road. One way to begin is through consumer loyalty programs. Many companies have programs which reward their consumers for sticking with their brand. Giving away rewards such as airline miles, cash and discounts on future purchases invoke strong and positive emotions towards the company and have made rewards programs a vital aspect of marketing campaigns, no matter how big or small. Loyalty programs seek to increase customer awareness by raising satisfaction and value [2]. Therefore, by creating loyalty programs specifically tailored towards the Hispanic population, and their wants and needs, companies can begin the process of not just capturing, but maintaining this ever growing market segment. The Hispanic market presents huge upside and massive potential in regards to loyalty programs: — According to a recent study, an astounding 38% of Hispanic consumers credit loyalty programs as the reason they choose a brand or company over another, compared to only 27% of the general population [6]. — In addition, over the last two years, participation in loyalty programs rose over 14% in the Hispanic market. — Hispanics also tend to find loyalty rewards programs far more relevant than the general population. On a scale of 1-10, from “not at all relevant” to “extremely relevant,” Hispanics scored highest with an average of 6.9 compared to other market segments which scored as low as 5.7 [4]. — Hispanics have also shown that their involvement in loyalty programs is extremely high. 40% of Hispanic participants stated extreme involvement with loyalty programs [3]. — A Yankelvich study reported that 58% of Hispanics agree “it is risky to buy a brand you are not familiar with” [1] this means that it is extremely important...

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