Page 4 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
THE DRIVING FORCE FOR BRANDS AND CONSUMERS
By Adam R Jacobson Hispanic Market Overview
If there ever was a moment to speak of the importance, and dominance, of social and digital media in the lives of American consumers, spring 2018 would be the period likely looked back at by future historians as “the time everything changed.”
Well ... maybe not everything. Radio stations are poised to see a renaissance of advertising activity and listener growth. Broadcast TV stations stand on the precipice of ATSC 3.0, the “next gen” broadcast standard that will bring addressable advertising to local TV stations across the U.S. — and bigger challenges than ever to “MVPDs,” comprised of the legacy cable TV providers found from coast to coast.
With cord-cutting forecast to continue, the next gen standard for TV years away and two of the radio industry’s biggest companies in Chapter 11 bankruptcy reorganization, digital and social media continues to attract the bulk of attention from marketers, media buyers and planners, and from consumers.
But, that’s not necessarily bad news for the titans of Hispanic media. As we learn in this year’s report, Telemundo is using social media to fuel content creation and innovation in a way that bridges the hand-held device to the wall-mounted screen. It’s testament to how Spanish-language consumers use social and digital media: This use is additive and isn’t eating away at their use of radio or TV.
We also hear from Azteca América, a Spanish-language TV network that is being reborn thanks to new ownership that is buying up broadcast stations and is ready to fuel digital and social efforts that the network is now in control of—rather than a third-party partner.
Ad agency executives weigh in on the social media activity of their clients, while we also learn the latest trends in multicultural social and digital media from Lance Rios, of Being Latino, and Steven Wolfe Pereira, of Quantcast.
MEDIA CONSUMPTION TRAITS AND TRENDS
Each year, GlobalWebIndex asks some 10,000 Hispanics and 5,000 non-Hispanics to complete an online survey that asks a wide range of questions about their lives, lifestyles and digital behaviors.
Participants are between the ages of 16 and 64; the 2017 sample size is 3,644.
What does the freshest data on the media consumption habits of U.S. Hispanics indicate?
• The majority of U.S. Hispanics are regular users of Spanish in the home. Some 5% of respondents only speak Spanish, while 14% use mostly Spanish at home. An additional 37% of respondents are bilingual. Thus, 56% of respondents are at least speaking Spanish in their place of residence.
• Online media engagement is strong with Spanish speakers. Of the 19% of respondents who only or mostly use Spanish at home, 82% are engaging with online