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DO HISPANICS SPEND THE MOST ON SMARTPHONES AND TABLETS: FIND OUT ABOUT THE BILLIONS OF DOLLARS LATINOS ARE SPENDING IN 2012

April 30, 2012 by 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Hispanics are early technology adopters, with high spending expected on devices and content

Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. All of that activity will add up to a sizeable pile of cash for device retailers and app stores in 2012. According to December 2011 research by advisory firm Zpryme, adult US Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. It also estimates that Hispanics will spend $501.1 million on mobile apps by the end of the year.

Smartphone penetration was 51.5% among the survey group, which was comprised almost entirely of mobile owners (just 6.1% said they had no mobile phone). This is slightly higher than eMarketer’s estimated 46.9% smartphone penetration for Hispanic mobile users as of the end of 2011. Also, 19% of those polled owned tablets, higher than eMarketer’s estimate of 12.6% for the same period. The high adoption rates for smartphones and tablets among Hispanics are likely due to the fact that they are on average a young group, and more likely to use mobile devices instead of landlines.

Mobile Devices Owned by US Hispanic Consumers, Dec 2011 (% of respondents)

Smartphones were at the top of the list of new mobile devices respondents said they planned to buy over the next six months, at 24%. Another 18% said they planned to purchase a tablet. Top activities performed on a tablet included gaming, search and email. Games were also the leading category of mobile app purchased by Hispanics; according to the poll, nearly half of respondents had bought a mobile gaming app.

Social networking, the fourth leading tablet activity among Hispanics, was the No. 2 online activity overall for the group, and Facebook was the favorite destination.

Social Networks Used by US Hispanic Consumers, Dec 2011 (% of respondents)

Twitter was a distant second at 29%, followed by Myspace at 23%. Hispanics are more active on social media than US internet users overall, suggesting there is plenty of potential for marketers to target them on social networks.

Read more: EMarketer

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WHAT IS THE LATEST WITH IMMIGRATION AND THE ELECTION?

April 28, 2012 by 2 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

This has been a historic week on immigration policy in an election year.

If upheld, the Supreme Court ruling on the Arizona “show me your papers” provision would have a huge mobilizing effect on Latino voters.  At the Supreme Court’s Arizona v. United States hearing on Wednesday, the narrow legal focus of the proceedings and Justices’ related discussion led many commentators to speculate that the “show me your papers” provision of Arizona’s anti-immigrant law would likely stand.  A ruling to uphold the law would not only unleash widespread discrimination in Arizona and other states with copycat legislation, it would mobilize Latino voters and other voters for whom the immigration debate is important and viewed through a personal lens.  Regardless of the outcome, the ruling will have major political ramifications in 2012 presidential race.
Coming in the heat of a race in which Democrats hope for huge Latino turnout and Republicans hope for just the opposite, the decision will draw a sharp contrast between a President who fought the Arizona law and a Republican nominee who supports it.

“Will Mitt Etch-a-Sketch on immigration?”

Probably not, but if he does, it won’t work. In diagnosing Mitt Romney’s problem with Latino voters, many commentators have concluded that Romney will tack toward the middle on immigration. We beg to differ. He may come up with some legal immigration package designed to soften his image a bit, but it’s our view that he has pandered too much and too recently to the nativist minority in the GOP to flip flop now. The last thing the Romney campaign wants is a fight with the right over immigration combined with a week of stories about his “Etch-a-Sketch” on immigration. And if we are wrong and he does shift positions, would it work? We think not. He’s already branded with Latino voters.  As Ron Brownstein notes of recent polling, “Obama’s share of the vote among Latinos notably exceeds his approval rating with them.
That’s a telling measure of how much Romney has alienated those voters, because it’s unusual for a president to poll much above his approval rating with any group.”  And Latino voters are not stupid.  They are not going to fall for a little general election shuffle.  Just ask Meg Whitman.  Some salt and pepper for the stew: Andrew Sullivan predicts Romney will stay hard right here; Michael Tomasky thinks Romney will bust a move to the center but argues it wouldn’t work here.

Marco Rubio’s DREAMs: looking past 2012 to 2016? 

                                                                           Jae C. Hong/AP Photo

The chatter surrounding Senator Marco Rubio’s impending legislation modeled on the DREAM Act has reached a fever pitch. Much of the commentary focuses on what Rubio and the DREAM legislation might mean for Romney in 2012 and Rubio’s chances in the Veepstakes.  Again, we beg to differ.  We doubt Rubio will be the VP choice and we believe he has a longer-term vision in mind. Our take is that Rubio knows Romney is cooked with Latino voters and is already focused on Republican Party’s post-2012 effort to repair its image among Latino voters.  Eventual passage of a Rubio-championed DREAM Act would indeed help Rubio’s chances to be the leader of a more Latino-friendly GOP going into 2016.

Pundits and insiders agree – immigration helping Democrats and hurting Republicans:

photo source Getty Images

What a difference a few years makes.  During 2005 and 2006, many Republicans thought they would reap the political rewards of using a hard line immigration stance as a wedge issue.  Though post-election analyses in 2006, 2008, and 2010 showed that a hardline immigration position did not help politically, and in many cases hurt candidates politically, it seems as though the conventional wisdom has finally caught up with the election results.  A National Journal’s political Insiders generally agreed across the aisle that the issue of immigration stands to help Democrats and hurt Republicans in the November elections.  Almost half of the Democratic Insiders said the immigration issue would “help a little” while a little more than a third said it would “help a lot.” Among the Republican insiders, more than half believed immigration would “hurt a little,” a handful predicted it would “hurt a lot,” while three in ten said the issue would have “no effect.”

Read More: America’s Voice

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DO HISPANICS USE SOCIAL MEDIA THE MOST: HOW SPORTS TEAMS CAN BENEFIT FROM MARKETING TO LATINOS

April 28, 2012 by Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Social Media is about engaging with your audience. If you can find new audiences, you can expand your reach. Sports teams and leagues have mostly focused on growing the audience they already have and know – their traditional fans. Another way is to identify and connect with new segments of your fan base.
Hispanics represent a major opportunity for sports teams and leagues. Why? Compared to the general population, Hispanics use social media more and they are more avid sports fans. That’s a pretty potent combination. Some baseball teams, such as the Boston Red Sox, have started Spanish-languageTwitter accounts to reach their Spanish-speaking fans. It’s a good first move, but there is much more that can be done to reach this sizable population.

Hispanics and sports are strong partners. Three of the top seven Spanish-language cable channels are sports stations (Fox Deportes, ESPN Deportes and Gol TV). When it comes to sports interests, more than 90% of Hispanics are sports fans, compared to less than 80% of the total population, according to the San Jose Group marketing agency.

In August of 2011, there were 8.1 million Hispanics on Twitter

When it comes to social media, Hispanics are heavy users. On Twitter, Hispanics are prolific users. According to a Pew Research Center survey, 18% of Hispanics use Twitter, compared to 8% of the general population. The dominance extends beyond Twitter, according to a uSamp survey in 2011 of online users (according to the MediaPost’s The Social Graph blog): 90% of Hispanic respondents are on Facebook, compared to 81% of the general online population; 57% of Hispanics use YouTube, compared to 46% of non-Hispanics; and 47% Hispanics say they use Google+ compared to just 18% for the general population.

Nielsen says that Hispanic video viewers are 68% more likely than non-Hispanic White viewers to watch video on the Internet, and 20% more likely to watch video on their mobile phone. They’re also heavy phone users in general, sending and receiving some 941 SMS text messages per month – more than any other ethnic group. And they make 13 calls per day on their mobiles, which is 40% more than the average U.S. consumer.

The group is also increasing its access to social networking services and blogs. In February, visits were up 14% to sites like Facebook and WordPress.com, for example. In February, 16.7 million unique U.S. Hispanics visitors headed over to Facebook, which is up 8% year-over-year. Visits to Blogger (+10% YOY), Twitter (+32% YOY), LinkedIn (+52% YOY), WordPress (+27% YOY), and Tumblr (+85% YOY) were up, as well. (See above chart).
They often have a blog of their own, too – Hispanics are 17% more likely than the average consumer to build or update a personal blog, Nielsen found.

In the sports world, some are starting to put these numbers together and going after this large, new market. The NBA is at the forefront. The league has launched a whole Spanish-language platform, called éne-bé-a (the phonetic pronunciation of NBA in Spanish). The platform, which has a Facebook page and Twitter account, also launched its own campaign. The campaign, called Emoción (emotion), leveraged their social media channels to keep fans engaged during the lockout.

This was very smart being that Neilsen reported:

Hispanics are 25% more likely to follow a brand, 18% more likely to follow a celebrity, 21% more likely to post links, articles, videos and website, and 7% more likely to have one or more social networking profiles.

NBA TV played classic games during the work stoppage, and the Emoción campaign turned that into a positive. As the Social Media Spanish blog said, the campaign “engaged fans online through social media as a reminder of why they loved the game to begin with. This worked to remind their audience ‘de los buenos tiempos’ (the good ol’ times) and of the greatness of the game, then and now.”
The NBA did the smart thing and grew their Spanish-language social media accounts organically and cross-promoted their Spanish-language platforms to their English-speaking Hispanic fans. From the Social Media Spanish blog: “ ‘One strategy we’re currently focusing on is heavily cross promoting our éne-bé-a pages with our general market [English-language] pages,’ said Saskia Sorrosa, the NBA’s Vice President of Multicultural Marketing.

“Sorrosa explained that 12 percent of the NBA’s (English-language) Facebook and Twitter followers – more than 11 million likes and 3.8 million followers, respectively – are Hispanic. Cross promoting allows the team to push culturally relevant content among bicultural, bilingual fans across the NBA, and drive them back to éne-bé-a social media assets for customized engagement.”

It’s a very smart move because not all Hispanics prefer to consume content in Spanish. And while Spanish-language social media channels helps engage non-traditional fans, it is important to not employ a one-size-fits-all, or a one-language-fits-all approach. As Major League Baseball, which does so many things well in the social media space, continues to pursue Hispanic fans, it can steal a sign or two from the NBA.

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DID LATINOS GET POLITICAL ON THE RED CARPET AT THE LATIN BILLBOARD AWARDS: DON OMAR WAS THE BIG WINNER WATCH HIS VIDEO AND FIND OUT WHY

April 28, 2012 by 2 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

CLICK ON THE IMAGE TO WATCH WHAT LATINO CELEBRITIES HAD TO SAY ON THE RED CARPET 

In the midst of the glitz and glamour of the Billboard Latin Music Awards in Miami, Fox News Latino asked deep questions while celebrities sashayed across the red carpet. While most of the media was interested in ‘what are you wearing?’ And ‘how do you feel tonight?’ We struck a different chord with the celebrities. We asked: ‘What are your views about the role of Latinos in this year’s election?’ And they loved it! We were praised for elevating this important matter and the artists were quick to open their heart and share their perspectives.

Wilfredo LeeAP Photo – Music producer Emilio Estefan walks the red carpet at the Latin Billboard Awards in Coral Gables, Fla., Thursday, April 26, 2012.

Emilio Estefan was quick to mention his participation in a call with the White House on Friday, and Wilmer Valderrama, who is actively involved with the organization Voto Latino, got extremely passionate about the growth trends of our community and his dissatisfaction with the Arizona law.

MIAMI, FL – APRIL 26: Akon arrives at the Billboard Latin Music Awards 2012 at Bank United Center on April 26, 2012 in Miami, Florida. (Photo by Rodrigo Varela/Getty Images) RODRIGO VARELA / STRINGER MIAMI HERALD

R&B recording artist, songwriter and record producer, Akon talked about the importance of unity and the power of minorities sticking together to make a difference and let their voices be heard.

(L-R) Nacho, Jenni Rivera and Chino arrive at the Billboard Latin Music Awards 2012 at Bank United Center on April 26, 2012 in Miami (Source: Rodrigo Varela/Getty Images North America)

La diva de la banda, Jenni Rivera, was equally passionate to motivate Latinos to get involved.

CLICK ON IMAGE TO WATCH MORE LATINOS SPEAK UP ON THE RED CARPET

You may wonder, why did we get political on the red carpet? Because our voice, our community and our influence is paced to make a critical difference on the race to the White House. A cover on TIME Magazine, controversies over the Arizona Law, a potential vice presidential candidate,  Marco Rubio and many more, are at the core of our conversations. Even for celebrities who are doing voter drivers and attending meetings at the White House.

The big winner at the Latin Billboards was Don Omar, watch his video and see why Don Omar took the most awards that night.

Latinos represent a potential 21.7 million eligible voters, according to the Pew Hispanic Center; however of those eligible in 2010 only 6.6 million actually headed to the polls; a number that can mark a historic difference in this year’s election. This disconcerting 30 percent or 15 million gap has been recognized by many organizations like Voto Latino; which is touring with the Mexican band Maná as part of their ‘Drama Luz’ tour; and other celebrities like Jennifer Lopez, Ricky Martin, Jon Secada and Shakira have joined various functions at the White House in efforts to amplify and raise issues of our community.

Read more: FOX NEWS LATINO

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WILMER VALDERRAMA SPEAKS OUT AGAINST SB 1070 AT ARIZONA STATE UNIVERSITY

April 28, 2012 by 2 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Getty Images

Wilmer Valderrama, the actor best known for the television shows “Awake” and “That 70s Show“, spoke to a crowded room at Arizona State University on Tuesday in the midst of the state’s battle with the Supreme Court over SB 1070. Speaking about the importance of the Latino vote in this upcoming election, Valderrama expressed a pro-immigration stance and called for increased Latino involvement in politics.

“The only way the system can work is if we all get involved,” Valderrama said. “Don’t expect politicians to figure it out for you.”

The event was sponsored by the ‘Voto Latino’ campaign, an effort aimed at increasing the presence of young Latino voters in the next election. Victor Corral, a volunteer with the organization, helped collect new voter registration forms and was excited to hear from the actor. “The Latino voice needs to be heard,” Corral said. “He makes a big difference in doing that.”

UCF in Orlando photo from Wilmer Valderrama’s FB

“If we don’t tell our friends to vote, who will?” he said.

Born in Miami, Valderrama moved back and forth between Venezuela and the United States, during his youth. Coming from an immigrant background himself, he expressed strong feelings against SB1070, a controversial immigration law in Arizona. Valderrama wants more young people and young Latinos to engage in the voting process. On Wednesday, the U.S. Supreme Court heard arguments on it. 

“It’s sad,” he said. “Immigration is the reason we have a country in the first place.”

Valderrama holds the belief that both legal and unauthorized immigrants contribute a lot to the United States economy; citing boosts in unclaimed tax revenue and labor for hard-to-fill jobs. He wants people to stop having what he refers to as a ‘negative mental image’ when they hear the word ‘immigration’.

Read more: Fox News Latino

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