This presentation presents an overview of the US Hispanic Consumer online media consumption and behavior.

1. May 2015
US Hispanic Marketing Trends - 2015

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US Hispanic Demographic segment is fast growing and
considered one of the most sought after markets
55.41 million
US Hispanics – Dec 2014
17.4%
Of Total US Population
$1.3 trillion
Purchasing power
39.2 million(78%)
Hispanics Online
70%
Of Hispanics are under the age of 40
Source:- Google/OTX Google/OTX US Hispanics, US Census Bureau 2014
The Hispanic American consumer marketplace is growing in
numbers, regions, and influence

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Hispanics are internet power-users
% of online time spent on devices
Hispanics own and use smartphones and tablets more
than other Americans
Non -Hispanics spend
21 hours
monthly online
Hispanics spend 31
hours
monthly online
47% more time
Source: SM Group

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The growing Hispanic middle class is super connected
 88% of U.S. Hispanics with a HHI of $50k+ are online
 41MM U.S. Hispanics have a Mobile phone (77% of the Population!)
 64% -- By Age 15 Own a Mobile Phone
 78% -- By age 17 Own a mobile a phone
 U.S. Hispanics spend 42% more on mobile devices & 35% more on
data services than the general market
Source: Alance Media
Tech, Financial Services & Travel Advertisers should continue to invest
in reaching US Hispanic audiences in media

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Hispanics are frequent online shoppers
Nearly 6X
More hours spent per month
shopping online
6.4 hours monthly for Hispanics
vs. 1.1 hours for non-Hispanics
Affinity for ShoppingTop 5 online activities by Time Spent
Ranking Hispanic Non Hispanic
1 Shopping Web Portals and Search
2 Web Portals and Search News and Media
3 Services Career and Education
4 News and Media Services
5 Financial Services Health
Shopping - top-ranked category of online activity for Hispanics.
21% of online time spent on shopping related websites.
Inform offline purchase decisions - 73% of Hispanics
research purchases online before offline, compared to 63% of non-
Hispanics.
Source: SM Group

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More Hispanics research products online as compared
to Non-Hispanics
Source: Terra’s Research
Research cars/other vehicles online Research grocery / other food
products online
Hispanics
Non -
Hispanics
23%
16%
33%
20%

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US Hispanic Audience Shops Via Smartphones
US Hispanics spend more time in online stores, via their mobile devices,
than the general population and have over-‐indexed:
 Macys.com Index of 245 (Non Hispanics Index 100)
 Sears.com Index of 187
 Gamestop.com Index of 159
 Walmart.com Index of153
 OldNavy.com Index of 140
Source: Alance Media

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Higher rates among Hispanics extend to all favorability
metrics across all three devices
Hispanics vs. Non-Hispanics; % often find advertisements favorable
Source: SM Group

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Hispanics also are highly likely to be persuaded to
purchase compared with non-Hispanics
% Likely to be persuaded to purchase after viewing
Hispanics are far more likely to be persuaded by videos, mobile apps
and sites to purchase than non-Hispanics
Source: SM Group

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Hispanics are more favorable towards and influenced by
advertising across all channels and devices
Influenced by Advertising
% found web ads useful % found smartphone ads useful
Hispanics
Non -
Hispanics
36%
17%
33%
20%
Source: SM Group

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Hispanics are more influenced by family and friends in
purchasing
% reported influenced to purchase by person(s)
Hispanics are not only more open to advertising than non-Hispanics,
they are also more receptive to feedback from friends and family when
making purchases
 Hispanics lean on their spouses
when making a purchase at a
higher rate than non-Hispanics
 Also, 50% reported being
influenced by their children, a
74% increase over the 28% of
Non-Hispanics
Source: SM Group

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