Terra 2014 state of hispanic digital consumer

Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014

A TERRA STUDY BY

TERRA’S 2014 STATE OF THE HISPANIC DIGITAL CONSUMER BY COMSCORE


Terra’s Latest of Four Custom Studies with comScore

2008 2010

Following the interest of Terra’s previous studies, Terra reveals the results of its latest study:

TERRA’S 2014 STATE OF THE HISPANIC DIGITAL CONSUMER BY COMSCORE

2012


Terra Dives Deep Into the Digital Habits of the U.S. Hispanic Market

Terra’s Fourth Hispanic Digital Consumer Study by comScore provides insights on U.S. Hispanic consumer behavior and digital media consumption across platforms.Every two years, Terra and comScore present a new study highlighting the Hispanic Digital Consumer. This bi-annual research provides insights and information to better understand the U.S. Hispanic online community in comparison with the general Non-Hispanic U.S. online population.

The study focuses on key drivers among Hispanic consumers – taking a look at buying activity, visitation and engagement.

Terra’s Research Study provides insights about:• Content and Video consumption: music, news, sports, etc. – including

live events, live streaming and VOD • Difference between generations (Gen X, Millenials, Baby Boomers)• Language and cultural preferences• Mobile activities and multi-tasking• Retail purchase offline, online, on mobile devices and tablets• Social media consumption and engagement

Advertising Categories include:• Automotive • Alcoholic beverages• Beauty Care• CPG• Entertainment• Travel• Pharma/Healthcare• QSR (Fast Food)• Retail • Telecommunications


Terra’s Fourth Hispanic Digital Consumer Study by comScoreResearch Objectives & Methodology

Research Objectives

• Understand consumer engagement with advertising, the Internet, and other digital technologies.

• Understand category level research and purchase patterns and behaviors.

• Compare the U.S. Hispanic audience in general, and the Terra audience specifically, with Non-Hispanic national averages and behaviors.

Methodology

• A nationally representative sample of Hispanic and Non-Hispanic consumers were recruited from comScore’s online panel via email and pop-up survey invitations.

• Respondents were given a choice of language (Spanish or English) for survey completion.

• The survey was fielded from January 10 – January 29, 2014.

• The data were weighted to national online targets for age, gender, household income, region of residence, and language preference (Hispanic only).

Qualified Respondents Sample Size Margin of Error (95% confidence level)

Total Sample 3,142 +/ – 1.75 percentage points

Non-Hispanic 1,284 +/ – 2.73 percentage points

Hispanic 1,858 +/ – 2.27 percentage points

Terra Audience 377 +/ – 5.05 percentage points

With a pure probability sample of 3,142 one could say with a ninety five percent probability that the overall results would have a sampling error of +/ – 1.75 percentage points. However, besides sampling error, all sample surveys and polls may be subject to several additional sources of error that cannot be calculated, including, but not limited to coverage error, error associated with non – response, error associated with question wording and response options, and post – survey weighting and adjustments.


MOBILE


Hispanics Over Index in All Mobile Activities

• Hispanics spend more time using their mobile devices and less time watching television

• Hispanics use Mobile devices across all locations – at home, on the go, at school/work, while shopping/dining/at events, and with friends

• Hispanics use Mobile devices widely by for many activities – watching videos, retail behaviors, and social networking/sharing


Hispanics are Passionate about Telecommunications Technology

“I LIKE TO BE CONNECTED”(online/via phone)

NON-HISPANICS: 55%HISPANICS: 62%

TERRA: 74%

“I LOVE NEW GADGETS”NON-HISPANICS: 53%

HISPANICS: 55%TERRA: 65%

“I AM TECH SAVVY”NON-HISPANICS: 46%

HISPANICS: 48%TERRA: 55%


Hispanics are more likely to use smartphones to access the Internet

56%of

NON-HISPANICS

70%of

HISPANICS

VS


Hispanics are Mobile while Shopping

36%of

NON-HISPANICS

55%of

HISPANICS

VS


Hispanics are very Active in all Smartphone Activities

ACCESS SOCIAL NETWORK SITES OR BLOGS

LISTEN TO MUSIC

READ THE LATEST NEWS

CHECK SPORTS SCORES

LOOK UP MOVIE SHOW TIMES/LOCATIONS

WATCH VIDEOS

VIEW MOVIE REVIEWS/TRAILERS

PURCHASE PRODUCTS OR SERVICES

USE FOR VIDEO CONFERENCING/SKYPE (FOR PERSONAL REASONS)

PURCHASE MOVIE TICKETS

NON-HISPANIC

52%

49%

38%

39%

37%

37%

21%

22%

18%

17%

HISPANIC

64%

65%

57%

50%

59%

53%

41%

34%

35%

33%

TERRA

57%

68%

57%

53%

59%

54%

49%

42%

42%

44%


Smartphone Services Used or Accessed

GOT LOCATION-BASED DIRECTIONS

USED DOWNLOADED APPS

USED MOBILE COUPONS

GOT LOCATION-BASED RECOMMENDATIONS

USED DEVICE FOR SHOPPING RELATED PURPOSES WHILE IN A RETAIL STORE

SCANNED QR CODE (QUICK RESPONSE/MATRIX BAR CODE)

USED GEO-SOCIAL ("CHECK-IN") SERVICES (E.G., FOURSQUARE)

GOT DEALS THAT ARE AVAILABLE THROUGH LOCATION-BASED SERVICES

USED MOBILE WALLET SERVICES (I.E., IN-STORE PAYMENT DEVICE)

78%

67%

57%

62%

57%

57%

43%

54%

55%

TERRA

77%

71%

54%

53%

47%

47%

34%

40%

35%

HISPANIC

67%

59%

37%

29%

29%

28%

26%

22%

16%

NON-HISPANIC


ONLINE VIDEO: LIVE STREAMING AND VOD


Hispanics spend more time watching online videos per week across most devices

Video Consumption by Device (Watch 1+ hours per week)

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Hispanics consume more video on their Smartphones per week

70%

Non-Hispanics

Zero-LessThan 1 Hour

54%28%

Hispanics Terra

Non-Hispanics

1 to 6Hours

Hispanics Terra

25% 34% 46%


Hispanic's higher consumption also applies to almost all types of video content

MOVIES

ON-AIR FULL LENGTH TV PROGRAMS

MUSIC VIDEOS

AMATEUR VIDEO CLIPS

PROFESSIONAL VIDEO CLIPS

OFF-AIR/OLD TV PROGRAMS (I.E., RERUNS)

HOW-TO CONTENT

ONLINE SHOWS/PROGRAMS

INDEPENDENT FILMS

TESTIMONIALS

OTHER

DO NOT WATCH ONLINE VIDEOS

64%

51%

52%

29%

36%

41%

30%

37%

27%

21%

1%

4%

TERRA

53%

42%

49%

30%

34%

32%

33%

25%

19%

12%

1%

15%

HISPANIC

35%

34%

38%

30%

27%

24%

23%

17%

11%

5%

1%

30%

NON-HISPANIC


Hispanics have used videos to help make purchase decisions

REVIEWS/RATINGS FROM CONSUMERS

PRODUCT DEMOS

HOW-TO/INSTRUCTIONAL/TEACHING

VIDEOS FROM MANUFACTURERS OR BRANDS

COMPANY ADVERTISEMENTS

VIDEOS FROM RETAILERS/STORES

22%

16%

16%

12%

11%

10%

NON-HISPANIC

34%

30%

22%

26%

22%

18%

HISPANIC

34%

40%

29%

33%

31%

28%

TERRA


Hispanics are more likely to pay for Video Content

34%of NON-

HISPANICShave paid to access and watch

events online in the past 12 months (live and VOD)

44%of HISPANICS

VS

62%of TERRA visitors


Hispanics Watch More Online Sports Events via Live Stream and VOD

11%

NON-HISPANIC

26%

HISPANIC

8%

NON-HISPANIC

15%

HISPANIC

Watched via Live Streaming Watched via VOD

SPORTS

44%of Hispanicspaid for online event content


Hispanic Millennials and GenXers Watch Sports Online Live Events

27%

MILLENNIALS

29%

GEN X

20%

MILLENNIALS

16%

GEN X

Watched via Live Streaming Watched via VOD

SPORTS

50% of Millennialspaid for online event content

(Base: Hispanic respondents)


SOCIAL MEDIA


Hispanics are More Active on Smartphone Social Network Activities

INTERACT WITH FRIENDS

POST OR READ ONLINE COMMENTS

POST/SHARE PICTURES ONLINE

POST/SHARE VIDEOS ONLINE

USE VOICE OVER IP (E.G., SKYPE, ETC.)

80%

79%

70%

35%

18%

NON-HISPANIC

88%

83%

79%

57%

41%

HISPANIC

91%

82%

85%

63%

55%

TERRA


Devices used for Live Events by Generation

SMARTPHONE USED FOR LIVE EVENTS BEFORE THE EVENT HAPPENS

SMARTPHONE USED DURING EVENT

SMARTPHONE USED FOR SOCIAL SHARING DURING EVENT

SMARTPHONE USED AFTER EVENT IS OVER

MILLENNIALS

36%

31%

34%

32%

GEN X

32%

29%

38%

29%


Devices used for Live Events by Language Preference

SMARTPHONE USED FOR LIVE EVENTS BEFORE THE EVENT HAPPENS

SMARTPHONE USED DURING EVENT


SMARTPHONE USED AFTER EVENT IS OVER

SPANISH

36%

31%

30%

26%

ENGLISH

32%

20%

31%

25%


Hispanic Millennials vs. Hispanic Gen X Social Media Tools

FACEBOOK

TOUTUBE

TWITTER

GOOGLE+

INSTAGRAM

LINKEDIN

PINTEREST

MYSPACE

HULU

FOURSQUARE

94%

68%

56%

55%

47%

24%

27%

22%

17%

8%

MILLENNIALS

91%

60%

48%

47%

33%

30%

26%

20%

18%

9%

GEN X



Online/Mobile Activities while Attending Live Events

37%of GEN X

comment or participate in social networking (i.e.

posts/tweets) about the event on a mobile device

27%of

ENGLISHSPEAKERS

VS51%

of SPANISH SPEAKERScomment or participate in

social networking (i.e. posts/tweets) about the

event on a mobile device

51%of

MILLENNIALSVS

HISPANICGENERATION

LANGUAGEPREFERENCE


MEDIA CONSUMPTION


Multi-tasking: Simultaneous Usage of TV & Smartphones

Non-Hispanics

Never-Rarely

Hispanics Terra

26% 17% 7%

Non-Hispanics

Occasionally-Frequently

Hispanics Terra

64% 63% 60%


Difference between Hispanic Generations in Language Preference for Online Activities and Content Consumption

Millennials Gen X Baby Boomers

Spanish 21% 16% 14%

Both 44% 42% 46%

English 35% 41% 40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Language Preference for Looking at Online

Advertising

Hispanic Millennials are more likely than Generation X and/or Baby Boomers to prefer consuming various types of online content in Spanish


Millennial Hispanics are more likely than Hispanic Gen X to favor online content consumption in Spanish

AMERICAN NEWS

NEWS FROM YOUR COUNTRY OF ORIGIN

OTHER WORLD NEWS

SPORTS NEWS/EVENT COVERAGE

ENTERTAINMENT/CELEBRITY NEWS

PARTICIPATING IN SOCIAL MEDIA

LOOKING AT ONLINE ADVERTISING

RESEARCHING A PRODUCT/SERVICES

SEEKING EXPERTISE ON A TOPIC

LISTENING TO MUSIC

20%

42%

24%

24%

22%

24%

21%

22%

22%

22%

MILLENNIALS

13%

39%

17%

16%

17%

21%

16%

14%

13%

15%

GEN X



Hispanics consume more music

LISTEN TO RADIO FOR FREE

STREAM MUSIC ONLINE FOR FREE

PURCHASE PHYSICAL COPIES OF MUSIC (CD/DVD)

PURCHASE MUSIC FILES ONLINE

STREAM MUSIC ONLINE VIA PAID SUBSCRIPTION

58%

40%

31%

26%

9%

NON-HISPANIC

63%

54%

35%

35%

12%

HISPANIC

57%

61%

40%

44%

26%

TERRA


Hispanics use More their Smartphones for Live Events

17%

15%

19%

21%

NON-HISPANIC

30%

26%

32%

27%

HISPANIC

33%

38%

46%

29%

TERRA

SMARTPHONE USED FOR LIVE EVENT BEFORE EVENT HAPPENS

SMARTPHONE USED FOR LIVE EVENT DURING EVENT


SMARTPHONE USED FOR LIVE EVENT AFTER EVENT


Spanish-preferred & Bilingual Hispanics are More Engaged with Digital Activities around Live Events

• I USE THE INTERNET TO STAY UP-TO-DATE WITH THE LATEST INFORMATION ABOUT LIVE EVENTS

• I USE WHATEVER SOURCE GIVES ME THE FASTEST UPDATES ON LIVE EVENTS

• I WANT TO BE ABLE TO WATCH LIVE EVENTS AND/OR VIDEO ON DEMAND USING ANY DEVICE I CHOOSE, SO I CAN WATCH IN ANY LOCATION

• I LIKE TO GET IN-DEPTH AND EXPERT COVERAGE OF LIVE EVENTS FROM WEBSITES WITH HIGH QUALITY COVERAGE

• I AM MORE LIKELY TO NOTICE ADVERTISING IF IT IS MEANINGFULLY INTEGRATED WITH OR CONNECTED TO CONTENT AROUND LIVE EVENTS

THAN UNRELATED TO THE CONTENT

• WATCHING OR READING ABOUT LIVE EVENTS IS MORE MEANINGFUL TO ME WHEN I’M IN AN ONLINE ENVIRONMENT THAT IS CULTURALLY

RELEVANT TO THE CONTENT (E.G., US PERSPECTIVE OF THE OLYMPICS)

• SOCIAL SHARING AROUND LIVE EVENTS IS A KEY PART OF THE ONLINE EXPERIENCE FOR ME

• WHEN I’M WATCHING LIVE EVENTS ON TV, I ALSO LIKE TO BE ONLINE TO DISCUSS/COMMENT ON WHAT IS HAPPENING

• WHEN I’M WATCHING OR READING ABOUT A LIVE EVENT ONLINE, IT’S A MORE INTEGRATED AND MEANINGFUL EXPERIENCE THAN

WATCHING ON TV

56%

52%

50%

47%

38%

39%

38%

35%

32%

BILINGUAL

47%

47%

41%

40%

34%

30%

25%

26%

24%

ENGLISH

54%

50%

47%

48%

43%

40%

39%

35%

36%

SPANISH


OPINIONS ABOUT DIGITAL ADVERTISING


Spanish-Preferred and Bilingual Hispanics are More Receptive to Online Advertising

• I USUALLY REMEMBER THE BRANDS I SEE ADVERTISED ONLINE

• I AM MORE LIKELY TO REMEMBER THE BRANDS I SEE ADVERTISED ONLINE THAN OFFLINE (E.G., TV, RADIO, PRINT)

• I REALLY ENJOY THE CREATIVE APPROACHES TO ADVERTISING THAT I SEE ONLINE

• IF ONLINE ADVERTISING SPEAKS TO ME, I AM INCLINED TO VISIT THE WEBSITE OF THE ADVERTISED BRAND

• INTERNET ADS HAVE MOTIVATED ME TO VISIT A RETAIL STORE FOR THE PRODUCT OR SERVICE BEING ADVERTISED

• DIGITAL CUSTOMER REVIEWS AND POSTS FROM FRIENDS OR FANS HAVE COMPELLED ME TO FURTHER INQUIRE ABOUT THE

PRODUCT BEING DISCUSSED

• I REMEMBER THE BRANDS ADVERTISED ON A VIRAL VIDEO

• I AM MORE LIKELY TO NOTICE BRANDS THAT ADVERTISE ON CONTENT SITES WITH SPECIAL PROGRAMS (SUCH AS LIVE MUSIC OR

SPORTS EVENTS) THAN ON OTHER TYPES OF SITES

• I THINK BRANDS THAT ADVERTISE ONLINE ARE MORE INNOVATIVE THAN THOSE THAT ADVERTISE OFFLINE

• ONLINE ADS ARE MORE MEANINGFUL TO ME WHEN THEY ARE CULTURALLY RELEVANT (I.E., ALIGNED WITH MY CULTURAL

REFERENCES)

• I AM MORE LIKELY TO RECALL ONLINE ADS WHEN THEY ARE IN SPANISH

• IF ONLINE ADVERTISING IS IN SPANISH, I AM MORE INCLINED TO VISIT THE WEBSITE OR PURCHASE THE ADVERTISED BRAND

The Spanish-preferred and Bilingual audiences are more engaged with online advertising than the English-preferred Hispanic audience.

33%

30%

35%

37%

37%

36%

27%

31%

33%

33%

40%

36%

SPANISH

29%

29%

34%

32%

31%

36%

27%

26%

29%

29%

23%

24%

BILINGUAL

17%

13%

20%

20%

19%

19%

14%

14%

15%

15%

9%

9%

ENGLISHPRIMARILY


Hispanic Millennials are More Likely to Notice and Recall Digital Advertising

21%

21%

23%

20%

21%

21%

GEN X

26%

26%

28%

28%

27%

26%

MILLENNIALS

TERRA• I AM MORE LIKELY TO RECALL ONLINE ADS WHEN THEY ARE IN SPANISH

• IF ONLINE ADVERTISING IS IN SPANISH, I AM MORE INCLINED TO VISIT THE WEBSITE OR PURCHASE THE ADVERTISED BRAND

• ONLINE ADS ARE MORE MEANINGFUL TO ME WHEN THEY ARE CULTURALLY RELEVANT

• I AM MORE LIKELY TO NOTICE BRANDS THAT ADVERTISE ON CONTENT SITES WITH SPECIAL PROGRAMS (SUCH AS LIVE MUSIC

OR SPORTS EVENTS) THAN ON OTHER TYPES OF SITES

• I AM MORE LIKELY TO REMEMBER THE BRANDS I SEE ADVERTISED ONLINE THAN OFFLINE (E.G., TV, RADIO, PRINT)

• I REMEMBER THE BRANDS ADVERTISED ON A VIRAL VIDEO



RETAIL/ONLINE SHOPPING


Mobile Device Activities while in a Retail Store

COMPARED PRODUCT PRICES

FOUND COUPONS OR DEALS

TOOK A PICTURE/VIDEO OF A PRODUCT

SENT A PICTURE/VIDEO OF A PRODUCT TO FRIENDS/FAMILY

TEXTED OR CALLED FRIENDS/FAMILY ABOUT A PRODUCT

RESEARCHED PRODUCT FEATURES

CHECKED PRODUCT AVAILABILITY

SCANNED A PRODUCT BARCODE

SCANNED QR CODE (QUICK RESPONSE/MATRIX BAR CODE)

TESTED, DEMOED, OR EXAMINED A PRODUCT (IN-STORE), THEN PURCHASED IT ONLINE AT A CHEAPER PRICE

SHARED INFORMATION ABOUT A PRODUCT VIA A SOCIAL NETWORK

USED APPS WHICH REWARD YOU FOR VISITING LOCAL STORES

USED AN IN-STORE PC OR IPAD KIOSK

19%

18%

17%

18%

17%

15%

14%

10%

10%

8%

7%

7%

6%

NON-HISPANIC

36%

37%

38%

32%

31%

27%

25%

22%

19%

18%

15%

12%

13%

HISPANIC

38%

45%

41%

35%

29%

31%

31%

25%

23%

27%

31%

20%

21%

TERRA


Different online sources used to research retail purchases

SEARCH ENGINE

COMPANY WEBSITE

CONSUMER REVIEWS

EXPERT REVIEWS/ADVICE

EMAIL/NEWSLETTER FROM COMPANY

ONLINE ADVERTISING

SOCIAL NETWORK CONVERSATIONS

ONLINE VIDEOS

SOCIAL NETWORK BRAND CONTENT

MOBILE APPS

ONLINE CLASSIFIED SITES

BLOGS/DISCUSSION GROUPS

58%

49%

44%

25%

16%

13%

13%

12%

12%

11%

10%

9%

NON-HISPANICS

54%

55%

45%

30%

26%

27%

25%

23%

23%

21%

19%

15%

HISPANICS

44%

50%

42%

31%

35%

39%

37%

36%

32%

31%

27%

22%

TERRA Which of the following online sources did you use for researching product information, such as features, pricing, availability, vendor, etc. in the past 6 months?


Online sources used by Hispanics to research their retail purchases differ across Hispanic Millennials and Gen X

SEARCH ENGINE

COMPANY WEBSITE

CONSUMER REVIEWS

EXPERT REVIEWS/ADVICE

EMAIL/NEWSLETTER FROM COMPANY

ONLINE ADVERTISING

SOCIAL NETWORK CONVERSATIONS

ONLINE VIDEOS

SOCIAL NETWORK BRAND CONTENT

MOBILE APPS

ONLINE CLASSIFIED SITES

BLOGS/DISCUSSION GROUPS

47%

50%

43%

29%

26%

26%

31%

25%

30%

27%

19%

16%

MILLENNIALS

55%

55%

44%

30%

25%

28%

26%

25%

23%

21%

18%

19%

GEN X

Which of the following online sources did you use for researching product information, such as features, pricing, availability, vendor, etc. in the past 6 months?



Purchase Decisions by Device: Hispanics over index on Mobile & Tablets

71%78% 77%

16% 14%

79%75% 76%

33%

25%

Researched online Bought offline(Retail Store)

Bought online(Computer)

Bought online(Smartphone)

Bought online(Tablet)

Non-Hispanics Hispanics • For each product category, please indicate whether you… a) Have conducted online research for product information, such as features, pricing, availability, vendor, etc. in the past 6 months.

• For each of the product categories you have purchased in the past 6 months, please indicate where/how you made your purchase.


CATEGORIES – SNEAK PEEKFOR MORE INFORMATION, PLEASE CONTACT: SOIZIC SACREZ, DIRECTOR OF MARKETING, [email protected] OR CALL (212) 354-3356

mailto:[email protected]


40% of Terra’s users have researched cars/other vehicles Online in the past 6 months

More Hispanics Researched Cars Online

VS.

33% Hispanics

20% Non-Hispanics


Hispanics Researched More Grocery and Food-related Products or Services Online than Non-Hispanics.

16%of

NON-HISPANICS

23%of

HISPANICS

31%of TERRA USERS

researchedGrocery/Food-related

Products/Services Online in the past 6 months

VS


Smartphone Purchase Intent within the Next Year

25%of

NON-HISPANICS

41%of

HISPANICS

57%of TERRA USERS

plan to purchase a Smartphone within the

Next Year

VS


A TERRA STUDY BY

For more information, please contact: Soizic Sacrez, Director of Marketing for Terra, at [email protected] or call (212) 354-3356

mailto:[email protected]

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Terra 2014 state of hispanic digital consumer