A Look At Hispanics' Usage of Social Media

BodenPR recently completed a thought piece detailing the high engagement level by U.S.

Hispanics with Social Media and what brands should consider before developing an online news campaign targeted towards this very coveted market. Interestingly, very few leading brands are catching on to the online trends identified for the different Hispanic segments and what influences their opinions as consumers. Learning the trends and what truly influences these segments online will allow brands to create a powerful online news campaign that will create buzz on and offline for themselves.

Some of the key findings within the article include:

- An estimated 20% of Hispanics online are considered ‘Hispanic-fluentials.’ Hispanics are more likely than any other segment to pass on both positive and negative reviews/information to friends and family

− Hispanic teens are connected online 24/7 and it’s because this segment values the latest communication tools more than any other. This segment’s likes and dislikes also overlaps into the general market’s (American) teen trends.

− The older and acculturated Generation Y Hispanics turn to online forums and blogs to make everyday decisions from what restaurant to dine at to what car they will purchase next. They are not reading their local papers, but turn to online news instead and like to receive and comment on news more than any other U.S. Hispanic segment.

− U.S. Hispanic Baby Boomers are online, but most are not blogging. They’re online for reference information on topics from investments to healthcare and a vast majority prefer communication online in Spanish.

As a result, when beginning to develop a Social Media and Online News Campaign for your brand, it is key to ask two key questions:

(1) Which U.S. Hispanic segment am I targeting (Generation Y, Latinas, Baby Boomers?)

(2) Who and what is influencing them today (social media forums, TV shows, bloggers?).

New Study Shows African Americans Financial Planning Attitudes and Actions differ

A new survey of 1,200 participants commissioned by The Smiley Group and Nationwide Insurance shows 58 percent of African Americans expect their household situation to be better a year from now, compared to only 30 percent of the general population sharing similar optimism.
While African Americans say they think their financial situation will improve in the next year, most of those surveyed indicated they are not taking deliberate actions to better their financial circumstances:
- Less than half say they are proactive about their financial future
- Three in 4 say they do not have a written financial plan
- One in 3 say they don't know where to start when it comes to personal financial planning African Americans are more confident than their general population peers in their ability to make savings and investment decisions (52 percent vs. 43 percent), but are also more likely to indicate they are struggling with credit card debt (38 percent vs. 32 percent).

Another Evidence That Hispanics Do Go Online

Question: Which network is the most-pirated U.S. broadcast network on YouTube?
Answer: ABC?
WRONG
Correct Anwser: Univision
The Spanish-language TV network is the most-pirated U.S. broadcast network on YouTube, with mostly clips of blockbuster telenovelas drawing more than twice as many views as Univision's nearest network competitor, Fox.

New Research from IRI shows that Lower-income Shoppers including African American and Hispanics Are Driving Today's CPG Growth

Lower-income shoppers are the fastest-growing income group in the United States and will generate $84 billion in incremental spending during the next decade. The latest research from Information Resources, Inc. (IRI) reveals that these consumers represent an enormous opportunity for retailers and manufacturers during the slow economy, if they understand that lower-income shoppers are not a homogenous group. “The Lower-Income II Report: Serving Budget-Constrained Shoppers in a Recessionary Environment” uncovers the critical differences and recessionary spending patterns and behaviors of lower-income micro segments that are driving today’s CPG growth.
For example, the biggest concerns now for African American moms is Crime (54%), Hispanic moms is Employment (67%) and Caucasian moms is Financial Security (54%).
Compared with other income groups in today’s economy, budget-constrained, lower-income shoppers are shopping more frequently, but are spending less per trip. They are also aggressively shifting spending across channels, retailers, categories and brands. African American household spending has increased notably in salty snacks and chocolate candy, and Hispanics have increased their spending on frozen dinners and cereals.

Affluent Ethnic Consumers

A new study by chief economist Greg McBoat of the research firm and consultancy, Diversity Affluence, reflects "Estimates of Population, Income and Purchasing Power for African, Asian and Hispanics Americans in America." It defines affluent ethnic individuals with an annual income of at least $75,000 and households with an annual income of $150,000 or greater.
Of the three primary groups , African Americans possess $87.3 billion in purchasing power, Asian Americans possess $90.2 billion, and Hispanic Americans hold $104.5 billion.
Although they account for only 2.4 percent of all ethnic individuals in the country, they represent 39 % of total income, a significant portion of wealth that shouldn't be ignored.
While these recessionary times have luxury marketers overly cautious, brands may benefit by attracting new audiences that could otherwise help them survive and thrive.

AT&T Celebrates Black History Month on Facebook - Good Intention, Poor Execution?

AT&T has rolled out a new Web-centric ad campaign on Facebook tied to February's Black History Month.The wirelesss company has recently launched a microsite on Facebook called Twenty-Eight Days, which is aimed at inspiring African Americans. The site encourages users to share inspirational quotes, whether taken from historical figures or their own thoughts and ideas. The premise of Twenty-Eight Days, according to AT&T, is to shift thinking around Black History Month away from primarily serving as a time to reflect on history and more toward becoming a moment in time to look ahead.

However, I couldn't really locate that "Mini Site" anywhere, I googled it and searched it on Facebook and nothing. Using the internet as a medium is an awesome today, but need to make sure all elements involved are carefully planned and excecuted.

Ipsos Omnibus Study Claimed U.S. Hispanics Prefer English Media, Even Though Advertising In Spanish-Language Media Is Growing

More than half of US Hispanics say they are most comfortable speaking Spanish, but a larger percentage prefer English-language broadcast, print and internet media and can switch easily between languages to get needed information, according to an Ipsos Omnibus study.

Some 52% of US Hispanics report speaking primarily Spanish at home, while 43% say they speak mostly English, the study found. Among Hispanics surveyed, the study found that regardless of language spoken at home, Hispanics overall take advantage of their bilingual abilities by using, accessing and enjoying media in both languages.

Wheaties Celebrates Black History Month With New Box

When General Mills' Wheaties cereal brand formally unveiled its latest box design featuring a likeness of NBA Hall of Famer Willis Reed at an event at New York's NBA store on Wednesday, none other than the former Knicks player himself stepped up to pull the wraps from a mockup of the box.
Such pomp and circumstance might be forgiven with Wheaties, whose brand equity is arguably more about the sports icons gracing its boxes than the cereal itself. The 80-plus-year-old brand, which has celebrated the likes of Bruce Jenner, Tiger Woods, Stone Cold Steve Austin, boxer Max Baer and NASCAR racer Cale Yarborough with its "Breakfast of Champions" tag since 1934, is timing the new limited-edition Willis Reed packaging with Black History Month.