Hispanic Youth Marketing

13th Annual Hispanic Marketing Midwest Conference

Hispanic Youth Advertising

the hispanic youth market:the numbers

Back to the future

By 2050, 1 in 3 adults will be Latino by 2050

What does this tell us?

Source: US Census Bureau

The future is now

There are a lot of young Hispanics either in the U.S. right now or that will migrate here in the

coming decades

Hispanic youth represent 20% of the total U.S. teen population

Some numbers

• More than 1/3 of all U.S. Hispanics are 18 or younger (half are under 26)

• 80% of Hispanic youth are US-born

• Over 50% of Hispanic youth live in CA or TX

Source: Center for Reproductive Health Research and Policy, Department ofObstetrics, Gynecology and Reproductive Sciences / The Institute for Health Policy Studies, UCSF

They spend a lot

purchasing power of $25 billion dollars per year

Source: HispanicMPR.com, 2006

The population is “a changin”

What will the youth market look like?

In 10 years, 62% of all teens will be Hispanic

Let’s meet this new market force

“The 40% Perception”

• They are feeling their influence growing.

• When asked what percentage of the U.S. they believe is Hispanic, the average of all response was 40% (the actual Census figure is 15%)

• 49% believe they are the group with “the greatest influence on trends” in the United States.

Source: The Intelligence Group, 2008 Latino Lifestyle Study

Latinas Rising

• In a departure from previous generations, young Latinas are feeling empowered and excited about the independence and choices they have

• For example, among young Latinos, only 32% would aspire to be a stay-at-home parent, vs42% of non-Latinos.


Cautious Optimism

• Young Latinos are largely optimistic and social

• They are more likely to say they are “happy” compared to non-Latinos (63% vs. 53%)

• They are twice as likely as non-Hispanics to prefer a “large group of friends” versus a “few close friends.”


The “New Generation Latino”

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New Generation Latinos (NGL’S)• Predominantly U.S.-born (2nd & 3rd generation)• Bilingual/Bicultural• Consume mostly English-language media and select in-culture

channels• Fall within 12-34 media “sweet spot”

What they’re about…

• Lifestyle Activators: Music, Food, Entertainment, Literature and Travel

• Extroverted, outgoing and outspoken

• “WIRED!”

• Trendsetters

• Choose brands based on who they’re with and where they are

What they’re about…

• Value looking good and are looking to feel good

• Defined by “culture” not exclusively by language•• Tremendous Latin Pride and desire to express it

• Value connection, community and relatedness with others like them

• Online social networking is a start point for social interaction, not the end result.

Language

• They are language-neutral

• They are very bilingual, going in and out of languages all the time

• As kids, they grew up speaking Spanish at home but they were educated in English

• Most cannot write or read Spanish

What are they watching…or downloading, or connecting with, or

texting……

Top 3 Media Consumed

• Internet• TV• Radio

Social Networking

• There is no digital divide for this generation

• 88% of young Latinos report having a MySpace or Facebook profile, actually higher than non-Latinos (87%).


Television

• Hispanic youth watch TV– 12-25 group spend 7.3 hrs / week watching TV– 25-34 group spend 8.3 hrs / week watching TV

• Younger Hispanic Internet users (ages 12 to 34) spent more time online per week than they did watching TV

Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”

Radio

• Radio Reach among Hispanic Youth– Teens: 96%– 18-24: 95%

• Radio consumption – Teens: 17.06 hrs / week– 18-25: 22.04 hrs / week

Source: RAB, Teens & Young Adult Reach & TSP – RADAR 87, Dec 05

Multi-Tasking

• Hispanic Youth either “always” or “frequently” watch TV while they are online– 12-24 age group: 73%– 25-34 age group: 68%

Source: Terra Networks, “Terra.com Hispanic Syndicated Survey”

So how do you reach them?

This is not your parent’s Hispanic advertising

• Don’t start with the big Spanish TV networks– At least not the usual suspects (Univision,

Telemundo)

• Forget about newspapers or magazines

Where to start

• Social and music– These are key entry points

• Use multiple platforms – Often within the same media company

• Target, Target, Target

• Test emerging media– This group is often way ahead of our planning

tools

How have we done it?

YAAO / We’re Fed Up

• YAAO (Youth Activism Against Obesity) is a youth‐driven advocacy and social marketing campaign primarily targeting Hispanic teens (14-18) in LA County

• How do you effectively reach Hispanic teens with a complex social marketing message?– Shift consciousness & understanding of

• food marketing• eating choices• Lifestyle habits• Environmental influences

Youth Activism Against Obesity

enlist them to help create the brand


break thru the clutter and make an impact


Don’t forget they are still kids…


Allow them to carry the message in an organic space


leverage the network effect of their social web

U.S. Army Overview

• Create awareness, increase propensity, and ultimately drive quality leads among Hispanic prospects to the U.S. Army, Army Reserves, and ROTC

• Target: 18-24 year old Hispanics in U.S. and Puerto Rico

• How have we done it?

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U.S. Army

Going where they are…

U.S. Army

…throughout the Internet

U.S. Army

Becoming a part of their social world

U.S. Army

Leveraging their favorite device

what does all this mean?

A new market with new rules

• Language is nuanced

• Digital platforms should drive efforts

• Traditional media is still important, but must be carefully selected

• Very different insights must drive communications

A little about us

this is sensis.Full service advertising agencyEverything is digitalEngaging the hard-to-reachImpacting mass marketThe new agency of record

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strategy

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Some of Our Clients

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Business

Hispanic Youth Marketing