Problem: Pull-Ups is looking to create a new campaign targeting bilingual Hispanic moms. Should an iPhone app consisting of product information, store finder, coupon redeemer, and a customizable Potty Dance be considered?
Internet Use
The number of Hispanics online has grown faster than the total US online population in the last eight years. Not only do they outpace One-der Mamas in almost every facet of technology, but they also outpace the general population in reported hours of daily media and technology use, identifying a total of 51 hours of total daily activities including 27 percent of each day (14 hours) spent with technology, and 26 percent (13.5 hours) spent with media (the General Market identified only eight hours a day with technology and nine hours with media). U.S. Hispanics are not only online in overwhelming numbers, but they are taking advantage of the internet’s position as a primary tool for information. Previous notions of Hispanics not having access to the internet, or being unaware of its possibilities, have been smashed. Not only are U.S. Hispanics online, but they turn to the internet for a variety of reasons.
“Las Digitalistas”
The recent Latina Shopper Study dubbed a percentage of Latinas as “Las Digitalistas.” They reported that a whopping number of Latinas, usually bilingual, actively shop online, use the internet as a planning tool, and view the Internet as a very important information source in the purchase decision-making process. In fact, they prefer the Internet to in-store shopping. They use it to plan shopping trips by accessing information on different stores, products, brands, and recommendations. Latina Shopper Study.
Online Advertising
And because there is this thirst for knowing more about the products they are interested in, hispanic moms are more receptive to online advertising because they see these ads more as information. They are more likely to click on ads. They’ll opt into e-mail newsletters. They love hearing about promotions. They’re great participators in opt-in in to get tips, coupons, and special offers. eMarketer.
Social
Online Hispanics are extremely engaged in their use of social media whether using general social networks or those with a Hispanic focus such as Batanga. They over-index in almost all categories of user-generated content and consistently outpace non-Hispanics in every aspect of engagement. Simmons.
Love and trust
Hispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that they have more confidence in online product ratings (72%) than the opinions of their friends (28%). They also have a high regard for the internet as a medium for information and socialization. Fully one-third of all Hispanics, regardless of acculturation and life stage, view the internet as a key component in building a better life. AOL Hispanic Cyberstudy 2010.
Adopt technology faster
Compared to the General Market, Hispanics are more sophisticated technology users and tend to be early adopters of media, devices and their features compared to the general population. They continue to have high overall rates of wireless adoption, both mobile and at home, and outpace the general market in their use of cell phone data applications. Their use of a wide range of devices (e.g. smartphones and gaming devices) to access the internet illustrates a high level of comfort with and willingness to try new technologies.
Because Hispanic moms over-index in the use of cell phone data applications, user-generated content, promotions, and general internet usage, it is recommended that Pull-Ups develop an iPhone application for these highly-sociable digital mavens.
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