If you want to reach Hispanics -- think mobile.

As the different media options continue to find their niche audiences, we are seeing Hispanics over indexing across a variety of mobile media behavior. 

Specifically, according to a recent study by PwC, 43% stream mobile video and 37% download mobile video weekly.  Why?  Cost appears to be a factor as they substitute mobile video for cable and satellite subscriptions.

It's not surprising then to learn that 25% of Hispanics use mobile coupons versus 17% of non-Hispanics. (Sass, 2014)

Now I'd like to know if Spanish language ads are more effective than English.  More research anyone?

Sass, E. (2014, May 23)  Hispanics Over-Index In Mobile Video, Second-Screen Consumption.  mediapost.com.  Retrieved May 29, 2014, from http://www.mediapost.com/publications/article/226565/hispanics-over-index-in-mobile-video-second-scree.html?edition=73136

Psst. Those missing 18-49 year-olds are watching Univision.

Now that the 2012/2013 television season is wrapping up, some interesting data on audience trends has emerged.  While the traditional networks continue to lose 18-49 year-olds, Univision and Telemundo are showing gains among this key demographic.  (Hagey, 2013)

Here are the specifics:

Losers

CBS: - 3%

Fox: -22%

NBC: -7%

ABC: -9%

Winners

Univision: +1%

Telemundo: +7%

Latinos currently make up 19% of 18-49 year-olds.  But, nearly a quarter of Americans age 6-34 are Latinos.  (Loechner, 2013)  And, 25% of all births in America today are to Latinos.  (Lukovitz, 2013)  So we can expect those numbers to keep going up.

Advertisers clearly need to tune in.  Are you?

Hagey, K.  (2013, May 6)  English Ads on Spanish TV? Wall Street Journal.  p B7

Loechner, J. (2013, April 23)  A Fourth of Americans Age 6 to 34 Are Hispanic.  mediapost.com.  Retrieved May 22, 2013, from http://www.mediapost.com/publications/article/198573/a-fourth-of-americans-age-6-to-34-are-hispanic.html#axzz2U3Pj1pvb

Lukovitz, K. (2013, April 9)  Beech-Nut, Goya Team On Hispanic Baby Food Line.  mediapost.com.  Retrieved May 22, 2013, from http://www.mediapost.com/publications/article/197668/beech-nut-goya-team-on-hispanic-baby-food-line.html#axzz2U3Pj1pvb

Is Music a Universal Language?

4/6/11

AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.

According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)

But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?

Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148053&nid=125449