Why Domestic beers are leading the US Hispanic Market

It is believed that people with strong ties to their ethnic culture will choose brands from their native culture rather than US brands.  This however seems not to be the case among US Hispanics when choosing their beer.  Two American brewing companies are leading the charge in advertising to Hispanics in the US and as a result control 75% of the market.  Anheuser-Busch and MillerCoors control ¾ of the US Hispanic market and I argue that it is no fluke.

In a recent article “U.S. Hispanics Are Fueling the Growth of the Alcoholic-Beverage Market”, the author describes the huge amount of market control by the two largest American brewers.  He postulates that the reason for the amount of control is primarily a function of price i.e. that they are the most inexpensive and therefore the most desirable options.  This implies that US Hispanics have no brand loyalty and are only effected by one thing when making their purchasing decisions; price.  If however, we look more closely at the details, a different story will emerge.

Anheuser-Busch and MillerCoors spent 10% ($56 Million) and 11.4% ($45Million) respectively, of their total media dollars on Hispanic Media in 2011.  These numbers are refreshingly close to percentage of Hispanics to the total US population (approx. 16%).   This is not a new strategy for either of these companies, and over the years, has earned them the right to those market dollars.   Many Mexican beer brands have been trying to play catch up in recent years.  Corona Extra spent $51.9 Million on Hispanic media in 2011 and as a result saw their position rise to the 2nd most purchased beer, just behind Bud Light.

The take away message is ‘allocate media dollars in proportion to the size of the market you are trying to reach’.  These companies are seeing sales rise as a direct result of their media spend within the market.  Anheuser-Busch has been doing this right for years and accordingly leads the market.  The implications are that Hispanics in the US do in fact have brand loyalty and are responding to the brands that are speaking to them directly on a day-to-day basis.   Other large advertisers who are looking for a share in the growing Hispanic Market can learn from Anheuser-Busch’s example.

http://www.reachhispanic.com/2012/04/06/why-domestic-beers-are-leading-the-us-hispanic-market/

Twist, Lick, Dunk: Latino Social Sentiment Embraces The Oreo Moment

Hispanics love their Oreo Moments, and in particular, their own inspired Oreo Cookie recipes, yet they have health concerns about the brand’s addictive nature.

Those were among the positive and negative Latino social media conversation themes that Candida McCollam discovered during her theme mapping analysis of Oreo’s Centennial campaign. The unprecedented global campaign has strong social media components, including a Spanish-language section and gaming app within the brand’s popular Facebook Page.

For more positive and negative theme insights from McCollam’s study, here’s an excerpt and link to the post in SocialMediaToday.com:

Marking its 100-year anniversary on March 6, the Oreo cookie has come a long way from simply dipping it in milk. For Latinos, the time-honored ritual of separating the chocolate wafers to savor and share the ersatz “cream” with a loved one represents a classic Oreo Moment: “True love is sharing your Oreo cookies with someone.”

In reading the many Spanish posts on the emotional association consumers have with the iconic cookie… Read more here.

http://www.hispanicize.com/research/twist-lick-dunk-latino-social-sentiment-embraces-the-oreo-moment

Hispanic Public Relations Association announces New Leadership for Next Phase of Growth

With new leadership comes new energy and ambition, making this a year for continued growth for the Hispanic Public Relations Association, Los Angeles chapter (HPRA-LA) as it announces the new incoming board and welcomes new members. With the new board, HPRA-LA will build upon strategic partnerships and strengthen its commitment to provide PR professionals and students the resources to thrive in this evolving Hispanic public relations industry.

“Our commitment to fostering key strategic partnerships and increasing our membership continue to be significant goals for the organization in 2012,” said Delia L. López, HPRA-LA president. “Building on our history and on our principle of serving as a resource to PR professionals, HPRA-LA will continue to be a platform for advancement and enrichment for those in Hispanic PR and those seeking expertise in the Hispanic market.”

HPRA-LA executive board members include:

o Delia L. López (President): bilingual Communications Consultant with more than 12 years of experience in the field of strategic public relations, having worked with large national and regional brands, and specializing in the Hispanic market.

o Jacqueline Quintanilla Aker (Vice President): senior vice president, Health & Multicultural Marketing at Edelman, has more than 12 years of experience leading award-winning campaigns for LIVESTRONG®, the California Department of Alcohol & Drug Programs and Nestle®.

o Leslie Smith (Secretary): senior vice president of Business Development and Marketing, Leslie is responsible for all new business opportunities at New American Dimensions, a Los Angeles based Marketing Research and Consulting Firm that focuses on multicultural research.

o Hilda Delgado (Treasurer): Western Region communications director for Coca-Cola Refreshments where she oversees and implements internal and external communications and public affairs campaigns for California, Nevada, Arizona, New Mexico and Hawaii.

HPRA-LA also welcomes the following board committee chairs:

o Programs – Chalena Cadenas, Academy of Motion Picture Arts & Sciences
o Marketing – Mariluz Gonzalez, Vesper Public Relations
o Social Media Integration – Jose Xicohtencatl, Edelman
o Membership – Chuck Sifuentes, PR Consultant
o National Chapters – Stephen Chavez, Chavez Marketing & Communications
o Scholarship/College Outreach: Denisse Montalvan, Ketchum

In addition, HPRA-LA is strengthening its leadership with the addition of Oralia Michel, President of OMAGEN Marketing & PR, as senior advisor. Michel’s 30-year career in Hispanic marketing will provide expertise and thought leadership to expand programs and resources to Hispanic PR professionals. Michel, a seasoned PR practitioner and former journalist, believes the tenets of journalism are core skills that all communicators would be well served to embrace and practice, while keeping a pulse on the ever changing technology that makes marketing communications an exciting and always evolving profession.

“Public relations and marketing communications continue to evolve making our industry ever energizing,” says Michel. “Augmenting and forging new partnerships will enable HPRA to provide our members with the best learning from the best minds. Our members’ insights are also highly valuable and we will drive thought leadership that better serves the Hispanic market. In this era of integration, strategic messaging capabilities will continue to be king and we must be the leaders in delivering the right messages via the best channels.” For more information please visit http://www.hpra-usa.org

http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=33863

Why English-language content for Latinos is the future

By Leslie Berestein Rojas (MultiAmerican). It’s becoming difficult to keep track of how many media companies have made the same announcement lately: We’re launching a website/television network/social media campaign for a Latino audience, but in English.

Just in the last year-plus we’ve seen the launch of English-language digital ventures likeFox News Latino and HuffPost Latino Voices. A partnership between the latter and AOL has been involved in launching Spanish-English hyperlocal Patch Latino sites.

This week brought reports that Univision and Disney were working together to produce a 24-hour news channel for Latinos in English. It also brought the launch of Voxxi, a English-language website for “acculturated Latinos” headed by an editor from Spain’s EFE news agency. It’s one of a host of English-language sites, some more professional than others, that have launched in the past couple of years with the goal of reaching, well, acculturated Latinos.

There are other ventures in the works, most with an emphasis on digital content. What gives, and why now? Giovanni Rodriguez is a social-technology and marketing expert with Deloitte Consulting who studies and writes about the Latino media market. In a short piece last week forForbes, he wrote about how media companies are “beginning to gain a finer grasp of the Latino population,” including their language and engagement preferences. Here, he provides details.

M-A: The trend started as a trickle a few years ago, but now it’s huge: Media companies providing content for Latinos, but in English. Why is this happening now?

Rodriguez: What’s happening is that media companies and the businesses that support them – i.e., brands – are beginning to understand both the opportunities and complexities of the Latino digital market.

The opportunities stem from the fact that Latinos currently outperform most other ethnic groups in digital technology adoption. More of us – as a percentage of our general group – congregate on social networks, buy smartphones, click on ads, etc. The complexities come from the sheer diversity of the Latino market. There are huge cultural differences between Cubans in Miami and Puerto Ricans in New York. And some of us prefer English, while others prefer Spanish.

But the growing numbers of Latinos who prefer English is fascinating to both media companies and brands. A language that not only binds young Latinos – the future of America – from different homelands but also with the general population, well, that’s a powerful tool for reaching a new population at scale.

M-A: The decision to reach out to this audience is marketing-driven, of course. How did advertisers come about their awareness of this audience? How much more attractive is the English-speaking Latino audience as a media market than the Spanish-speaking audience? And what took so long? We’ve been around a while.

Rodriguez: True, it does feel like the interest in English has come all of a sudden. But in fact, the market has been moving in this direction over the last few years. Fox launched its English-language site Fox News Latino back in 2010, just weeks before the mid-term congressional elections. And there were several, though less visible, experiments in English-language content before that.

Still, there is a new development that’s worth noting. The most recent launches – by Univision, Disney and NBC – are in part the outcome of the new attention that Latino digital is enjoying by digital influencers. The big marketing trade publications are all following the emerging power of Latinos online and media companies are taking notice.

As to the appeal, we know we can speak to each other in English. Whatever can’t do in Spanish, we will do in English. It’s easier to connect. You can speak Spanish sometimes, but you speak English so you can connect with the larger world. There are a lot of Latinos who want to connect with the larger world and on the Internet, that larger world is in English. They can play in the larger world and still remain Latino.

I think you just have greater reach, too, because there are other people who are interested in Hispanic topics. Still, it’s important to remember that the Latino media market is not monolithic. There’s a huge Latino population that prefers Spanish, and they are just as savvy as their English-preferring brethren. Ariel Coro’s Tu Tecnología is a good example. He reaches a very broad audience that’s interested in tech products and innovation.

M-A: You wrote in Forbes recently of the appeal of Spanglish. Some outside this audience might object to it, but you mentioned that it’s appealing for “people who might prefer English but like to remind themselves and others where they are from.” ¿Puedes explicar? Is there an authenticity component?

Rodriguez: As we all know, there are lots of Latinos who easily navigate from English to Spanish, from Spanish to English. It’s natural for them. But it’s painfully obvious when Spanglish is unnatural. I wouldn’t advise a marketer to speak in Spanglish unless it made sense (the right message, the right messenger, and the right context). But it always makes sense for media companies to create content in the language that’s most compelling to consumers.

Increasingly, that language is neither pure Spanish, nor pure English, but something in between. For many of us, being Latino means being in between, so it’s fitting that Spanglish emerge as our lingua franca.

M-A: With so many media entities competing for this audience now, there will be some who have the magic formula and some who don’t. What do you think will be key to success? And can you name some ventures that are succeeding (and some that need improvement)?

Rodriguez: Success starts with recognition of a fact that the entire media industry is finally beginning to accept: It is no longer in control. To paraphrase social media pioneer Dan Gillmor, the people “formerly known as the audience” is now in charge.

But there are things you can do to leverage the trend, rather than oppose it. Focus on topics that matter to Latinos. Ask them to create and share content. Better yet, get them engaged in setting a strategy for your organizations.

I don’t like heaping praise on media companies who “get it,” but the trend toward enabling non-professional contributors to extend the long tail of content is very encouraging. IMO, we’re just beginning to experiment with this model, and that favors those who learn fast, fail fast, and adjust. In the meantime, there are plenty experiments in motion – like the ones you note at the top of this Q&A – that we all can learn from, modify, or subvert.

These are the salad days of Latino digital media. Enjoy.

http://nglc.biz/2012/02/22/why-english-language-content-for-latinos-is-the-future/

Google Increases Focus On Hispanic Market

Google is accelerating its focus on building out YouTube channels for the Hispanic market through partnerships with independent and traditional media companies, such as Telemundo, and Univision. The consumer segments range from retail to automotive to consumer products to technology.

The project, which began last year, supports five channels, including ClevverTV, Tutele, Nuevon and Werevertumorro. Some of the channels in Spanish have English subtitles.

Media providers have begun to focus on content for bicultural Latinos in hopes of attracting a variety of demographics, including second-and-third generation Hispanics. Lopez said this year he expects the majority of online growth to come from the Latino market. “About 95% of the teen population growth online in the U.S. will be Latino,” said Mark Lopez, head of U.S. Hispanic audience at Google.

Last year, Google created a team led by Lopez to focus on serving the 50 million U.S. Hispanics who have about $1 trillion in spending power; 30 million are online. The focus supports content across desktops, tablets, smartphones, and TVs.

Lopez said Hispanic consumers have become much more tech savvy. About 55% use search engines to research tech-related information and rely on media consumption to make decisions. Online advertising effectively drives 61% of Hispanic tech shoppers to make in-store purchases, for example.

Citing Nielsen numbers, Lopez said this year streaming video should grow 23% on the Web, as well 15% on mobile. Overall, Americans spend more than 33 hours per week watching video across screens, according to Nielson.

While Google could opt into a subscription-based model for Hispanic channels in the future, today the offering remains an “open, ad-supported model,” Lopez said.

http://nglc.biz/2012/02/15/google-increases-focus-on-hispanic-market/

Cosmetics Executive Women agree: Hispanic Consumers must be a Priority

I recently joined Linda Levy, vice president of Merchandise Marketing for Cosmetics and Fragrances at Macy’s and Alexandra Vegas, director of the Multicultural Business Development Organization at Procter & Gamble, at a Cosmetics Executive Women (CEW) event aimed at marketing beauty to the Hispanic consumer. At this New York City gathering of retail, beauty and cosmetic professionals, my fellow panelists and I offered insights and strategies on how to drive sales with Hispanic consumers.

“We really need to get to know this customer,” Levy stated. “This is our biggest opportunity for the next couple of years.” Levy emphasized that communicating with Latinas in Spanish was a key strategy to court this valuable shopper.

At the event, I emphasized how Hispanic women and men over-index in terms of beauty consumption and overall attitudes. A Univision study on Latina beauty shows that 45 percent of Hispanic women believe outer beauty is a reflection of inner beauty, a trait instilled at a young age by beauty-conscious Latina mothers. The study showed that Hispanic women feel outer beauty empowers them and gives them confidence to face the world. Some other key findings of the study include: wearing makeup and looking good is essential to 69 percent of Hispanic women compared with 46 percent of the general population; 81 percent of Hispanic women often use multiple products in a typical day and Latinas often search for natural ingredients vs. 66 percent of the general population; 32 percent of Latinas are also willing to spend more on beauty products and equate brands that are expensive with brands that work vs. 19 percent of the general population. Latinas are most likely to say: “My face has no budget.”

The CEW panel also addressed Latino’s grooming habits, revealing that Hispanic men associate grooming products with personal confidence and attractiveness. They also believe that looking good is a way to get ahead in life and at work.

In fact, Hispanic men spend $8 more per month than non-Hispanic men for hair styling products, moisturizer and fragrances. Other distinguishing factors that set Hispanic men apart, include eyebrow grooming and eye cream use. Additionally, 34 percent of Latinos shower twice a day compared to 16 percent of the general population of men, while 64 percent of Hispanic men say they are “scent seekers” compared to 31 percent if the general population of men.

The study also found that both Hispanic men and women say they feel “invited by a brand” that speaks to them directly. Hispanic consumers are hungry for education and information on the products that fit their specific needs. Retailers that want to court this consumer can do so with Spanish-language advertisements, direct mail and bilingual in-store demonstrations. Beauty imagery and talent should also be reflective of the U.S. Hispanic face.

Macy’s has certainly taken this lead. With more than 800 stores, many located in heavily Hispanic-populated areas, the retailer has made Latinos a priority. That is a smart move as Hispanics represent anywhere from a quarter to half the population in key sales markets.

P&G’s multicultural expert Alexandra Vegas told the CEW audience that at P&G they have found that Latina faces can work across both English- and Spanish-language audiences. To this end, they are now using Eva Mendes as the face of U.S. Pantene, Sofia Vergara for Cover Girl and Jennifer Lopez for Gillette Venus.

Vegas noted: “If brands are serious about marketing to the Hispanic consumer, it has to be a long-term commitment. It should be made part of the early design stage for new products, and be made a priority through each process including in store elements and packaging.”

The points expressed by the panelists during the CEW event and the enthusiasm received by the nearly 300 guests prove that Hispanic consumers have been recognized by manufacturer and retailer alike as a critical engine of growth in the U.S. for decades to come. To read WWD’s coverage on the CEW event, “Speaking the Language of the Latin Consumer”.

http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=33751

http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=33751

First lady promotes healthy Hispanic foods

First lady Michelle Obama went to Florida Thursday for – what else – some politicking and some more cheerleading for her anti-obesity campaign, this time reaching out to Hispanics with the nation’s largest Hispanic-owned food company.

The first lady herself was a walking advertisement for the benefits of healthy eating, in a business-chic sleeveless black dress with exposed seam detailing.

Appearing at a Latino supermarket in Tampa, Obama praised Goya Foods for helping to promote the Agriculture Department’s new MiPlato, or MyPlate, food-group symbol to help families make healthy choices in their meals. Goya Foods is printing brochures, posters, coupons and cookbooks, and putting the MiPlato icon on some of its products.

Obama said Hispanic families face unique challenges, according to the White House transcript and pool reports. “While one in three kids in America are overweight or obese, we know that in the Hispanic community, it’s nearly two in five,” she said, adding that MiPlato is a how-to guide that any family can use and interpret in a way that is true to their traditions.

Afterwards, she spoke at two Democratic Party fundraising events in Sarasota and Palm Beach. Lots of politicking going on in Florida lately, thanks to the Republican presidential primary on Tuesday.

http://content.usatoday.com/communities/entertainment/post/2012/01/first-lady-promotes-healthy-hispanic-foods/1

Advertisers to Latinos: “We Love it When You Speak Spanglish”

By Giovanni Rodriguez (Forbes.com)

In one of the fastest growing markets for media and mobile, what is the new lingua franca?

Wow. Or should I say wepa? The first month of the year is not over, and already we have seen three big indicators that media companies and advertisers are chasing the Latino market, and language is the story. Last week, Fox announced that they will be launching a Spanish-language TV network. This morning, NBC Latino, an English-language operation, announced their launch on Facebook and Twitter. Also this morning is news from Ooyala that it is powering the introduction of cable network NuvoTV — whose audiences prefer English and a little bit of Spanglish — into a range of social and mobile environments.

I say that language is the story in each of these announcements because of an interesting experience I had a few days ago. I was in Pasadena to take part in a panel discussion at Southern California Public Radio and someone in the audience asked why so many media companies were confused about their Spanish language strategy. I replied that media companies are not at all confused but instead are beginning to gain a finer grasp of the Latino population and their preferences for language, content, and engagement. The three announcements throw the situation into sharp relief.

Language

Not long ago, I remember, Fox raised eyebrows when it announced a mostly English-language Web property called Fox News Latino. The news was not just that it was Fox doing this, but the network’s choice of language. But that gave media pundits an opportunity to step back and explain the importance of a demographic — English-preferring Latinos — in the overall mix of Latino media. Until fairly recently, if you heard someone say “Latino media,” you would have assumed she was talking about Spanish-language TV and print. The new assembly of players better reflect how the market has evolved. A piece of news that got less attention last week was Univision’s decision to provide subtitles for some of its telenovelas, a move designed to cater to the many consumers who like Hispanic content but don’t speak Spanish. Many of those consumers are Latino, and there’s no reason not to go after them.

Content

But language preferences are not all that has changed in the world of Latino media. With study after study showing that Latinos out-index most other ethnic groups in social media and smartphone adoption, it’s no wonder that media companies and advertisers are looking at content that better fits on smaller screens. Good case in point is NuvoTV’s Operation: Osmin, which Wikipedia describes as a reality show led by “celebrity fitness trainer Osmin Hernandez, who was part of an elite Cuban military unit but discharged for being clinically insane.” Lots of potential for lively content, right? Right, and a lot of it has been rendered in the form of short-form clips that fans can watch on mobile devices. And yes, the back-and-forth happens mostly in English, but if you’re a fan you’ll be tickled by the occasional use of Spanish andSpanglish.

Engagement

But I’m guessing that content is only part of the experience that makes this and other experiments so compelling to advertisers. NBC Latino provides a place for its fans to share, interact, and engage with a community, not just reporters. And NuvoTV’s entry into the social space enables it to “sell an audience” to advertisers, not just eyeballs, according to Bismarck Lepe, co-founder and president of products at Ooyala. If the three announcements I noted at the top of this article illustrate the complexity of language in the new Latino marketing mix, the overall trend toward social and mobility is where advertisers might find more growth, opportunity and innovation. In the meantime, if you find yourselves trying to engage in these new environments and you don’t really know Spanish, the little you learned in High School may serve you well … as long as you are authentic. The random Spanglish that is spoken there enriches experiences for a growing population for people who might prefer English but like to remind themselves and others where they are from. And isn’t that what social is all about? Claro que si.

http://nglc.biz/2012/01/31/advertisers-to-latinos-we-love-it-when-you-speak-spanglish/

Fox International Channels, RCN TV Group Combine on MundoFox

New Hispanic-Targeted Network Eyes Fall Launch

Fox International Channels and Colombia’s RCN Television Group are pushing toward the launch of a new Spanish-language network this fall.

The joint venture, MundoFox, according to the parties, aspires to bring the sensibilities of the Fox broadcast network to Latino audiences. Officials say MundoFox, which will feature entertainment, sports and news, among other programming formats, is finalizing distribution deals in top Hispanic markets across the country, with an eye toward reaching 75% of U.S. households. RCN is one of the largest producers and exporters of Spanish-language television in the world and operates cable channels throughout the Americas.

MundoFox will represent Fox International Channels’ fourth U.S. service, joining Fox Deportes, Utilisima and NatGeo Mundo. Globally, FIX operates 350 channels in 35 nations.

The fledgling network plans to integrate programming from a variety of sources into its lineup. Colombian broadcaster RCN Television S.A., the creative force behind the original Betty La Fea (Ugly Betty) and El Capo, will be contributing, along with FIC, which has produced weekly dramas combining U.S.-style, character-driven story-telling, plus factual and lifestyle programming.

Fox Deportes will also kick in with its exclusive U.S. Spanish-language rights to the UFC, as well as various soccer tournaments. NTN24, RCN’s international, 24-hour channel will offer Spanish-language news, analysis, opinion, sports and entertainment news programs from a Latin point of view.

The service also plans to tap product from Shine Group, Elisabeth Murdoch’s U.K. production company that owns Reveille in the U.S. and which News Corp. purchased last February. The Biggest Loser, MasterChef, One Born Every Minute, Merlin and The Hour are among its format and programm offerings.

MundoFox also plans to license and commission fare from third-party suppliers.

“Our partnership with RCN is a key step in the launch of MundoFox” said Hernan Lopez, president and CEO of FIC in a statement. announcing the venture. “There is an increasing demand for quality Spanish-language content in the U.S. from both viewers and advertisers. Fox saw similar dynamics in play 25 years ago when it launched the Fox network, and it would be a missed opportunity not to provide an alternative for the 50+ million Latino viewers who currently have limited options in Spanish-language broadcast television. Our partnership with RCN will help us do this and we aim do it in a big way.”

Noted RCN CEO Gabriel Reyes: “RCN has provided the main Hispanic networks in the U.S. with much of their primetime content for over two decades. We now plan to maximize our capabilities and bring an increasing variety of fresh and innovative productions directly to Spanish-speaking viewers. I am certain that Fox is the best partner to make this a successful network.”

http://www.multichannel.com/article/479480-Fox_International_Channels_RCN_TV_Group_Combine_on_MundoFox.php

360i Report on Hispanic Digital Influencers

Today, we’re launching the first in a series of reports exploring the role social media plays in the lives of Hispanics living in the United States. Reaching and engaging this population has become increasingly important to marketers over the past decade. The growth of this population presents both the promise of reaching a dynamic and engaged audience – armed with ever-increasing purchasing power – and the challenge of understanding the cultural nuances of a demographic with unique digital behaviors.

» Download 360i’s Report on Hispanic Digital Influencers

Why a POV series?

According to the 2010 US Census, the Hispanic population rose by 15.2 million between 2000 and 2010, , accounting for more than half of the nation’s population increase. Furthermore, in sheer dollar power, Hispanics’ economic influence rose from $212 billion in 1990 to $489 billion in 2000, to $978 billion in 2009, and is estimated to rise to roughly $1.3 trillion in 2014 (Selig Center for Economic Growth, Dec. 2010).

Beyond the amplification of their economic clout, Hispanics are also taking on a more critical role within the digital landscape. Hispanics have long prided themselves on living extremely social lives filled with family and friends; the fluidity of digital media serves as an effortless extension of centuries-old cultural habits.

Currently, there are roughly 32.2 million US Hispanics online, which represents 14 percent of the total online population. This number is expected to increase to 42 million by 2015 (Interactive Advertising Bureau). Hispanics are spending, on average, 16 hours a week browsing the Internet, comparable to the 18 hours spent by the total US online population (Forrester). In the past year alone, the number of Hispanics using social media grew 38 percent versus 16 percent for the general population (comScore). Additionally, higher mobile device penetration enables Hispanics to stay connected on the go, both through traditional text and phone calls, as well as through mobile social media. While utility and information-seeking play a big role in motivating their digital behaviors, social networking and content creation form the centerpiece of Hispanics’ online lives.

Our first report in the series is about Hispanic Digital Influencers – their motivations, passions and behaviors. .Through our research, we identify trends that will help brands craft an outreach strategy to better engage and build relationships with US Hispanics online.

http://nglc.biz/2012/01/21/360i-report-on-hispanic-digital-influencers/