Terra, in partnership with comScore, announces the results of “Terra’s 2014 State of the Hispanic Digital Consumer by comScore” study showcasing that Hispanics continue to outpace general market consumers on most digital fronts, above all in mobile, specifically among the Gen X and Millennial demographic. Now in its fourth installment, this new study reveals heightened Hispanic social media activity in a series of areas including mobile, music and event engagement. The 2014 report polled more than 3,000 consumers on their overall engagement with advertising, the Internet and various digital technologies http://hispanicad.com/agency/digital/culturally-relevant-digital-ads-found-more-meaningful-hispanics-millenials-vs-gen-x

1. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
A TERRA STUDY BY
TERRA’S 2014 STATE OF THE HISPANICDIGITAL CONSUMER BY COMSCORE

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

3. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Terra Dives Deep Into the Digital Habits of the U.S. Hispanic Market
Terra’s Fourth Hispanic Digital Consumer Study by comScoreprovides insights on U.S. Hispanic consumer behavior and digital media consumption across platforms.
Every two years, Terra and comScorepresent 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

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

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

6. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Hispanics Over Index in All Mobile Activities
•Hispanicsspend more time using their mobile devices and less time watching television
•Hispanicsuse Mobile devices across all locations –at home, on the go, at school/work, while shopping/dining/at events, and with friends
•Hispanicsuse Mobile devices widely by for many activities –watching videos, retail behaviors, and social networking/sharing

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

8. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Hispanics are more likely to use smartphones to access the Internet
56%
of
NON-HISPANICS
70%
of
HISPANICS
VS

9. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Hispanics are Mobile while Shopping
36%
of
NON-HISPANICS
55%
of
HISPANICS
VS

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

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

12. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
ONLINE VIDEO: LIVE STREAMING AND VOD

13. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Hispanics spend more time watching online videos per week across most devices
Video Consumption by Device (Watch 1+ hours per week)

14. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Hispanics consume more video on their Smartphones per week
70%
Non- Hispanics
Zero-Less
Than 1 Hour
54%
28%
Hispanics
Terra
Non- Hispanics
1 to 6
Hours
Hispanics
Terra
25%
34%
46%

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

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

17. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Hispanics are more likely to pay for Video Content
34%
of NON- HISPANICS
have paid to access and watch events online in the past 12 months (live and VOD)
44%
ofHISPANICS
VS
62%
of TERRA visitors

18. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
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 Hispanics
paid for online event content

19. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Hispanic Millennials and GenXersWatch Sports Online Live Events
27%
MILLENNIALS
29%
GEN X
20%
MILLENNIALS
16%
GEN X
Watched via Live Streaming
Watched via VOD
SPORTS
50%
of Millennials
paid for online event content
(Base: Hispanic respondents)

20. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
SOCIAL MEDIA

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

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

23. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Devices used for Live Events by Language Preference
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
SPANISH
36%
31%
30%
26%
ENGLISH
32%
20%
31%
25%

24. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
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
(Base: Hispanic respondents)

25. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
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
ENGLISH
SPEAKERS
VS
51%
of SPANISH SPEAKERS
comment or participate in social networking (i.e. posts/tweets) about the event on a mobile device
51%
of
MILLENNIALS
VS
HISPANIC
GENERATION
LANGUAGE
PREFERENCE

26. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
MEDIA CONSUMPTION

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

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

29. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
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
(Base: Hispanic respondents)

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

31. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
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 SOCIAL SHARING DURING EVENT
SMARTPHONE USED FOR LIVE EVENT AFTER EVENT

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

33. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
OPINIONS ABOUT DIGITAL ADVERTISING

34. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
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%
ENGLISH
PRIMARILY

35. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
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
(Base: Hispanic respondents)

36. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
RETAIL/ONLINE SHOPPING

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

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

39. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Online sources used by Hispanics to research their retail purchases differ across Hispanic Millennialsand 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?
(Base: Hispanic respondents)

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

41. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
CATEGORIES –SNEAK PEEK
FOR MORE INFORMATION, PLEASE CONTACT: SOIZIC SACREZ, DIRECTOR OF MARKETING, SOIZIC.SACREZ@US.CORP.TERRA.COMOR CALL (212) 354-3356

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

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

44. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
Smartphone Purchase Intent within the Next Year
25%
of
NON-HISPANICS
41%
of
HISPANICS
57%
of TERRA USERS
plan to purchase
aSmartphone within the Next Year
VS

45. Terra’s Fourth Hispanic Digital Consumer Study by comScore, 2014
A TERRA STUDY BY
For more information, please contact: Soizic Sacrez, Director of Marketing for Terra, at soizic.sacrez@us.corp.terra.comor call (212) 354-3356