 By Alvaro Cabrera - Ten Things to know about U.S. Hispanics June-2009
1.Hispanics are connecting twice as fast as the general market (14% growth vs. 7%) adding over a million users per year. In 2008, 23 million Hispanics online, about 52% of the Hispanic population. In 2012, more than 29 million will be online, increasing Internet penetration to 58.6%.
Living a connected, collective and spontaneous life is a fundamental Hispanic value and desire. Technology that facilitates connecting, sharing, entertaining and learning is rapidly becoming indispensable for the majority of Hispanics. We are referring to those that are connecting on their computers; recent figures put 57% of Hispanics going online through their mobile phones.
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Why are fewer marketing executives giving magazines brand-building respect? Only 51% of marketers rated magazines as highly effective for building brand equity, according to research fielded this April for the Association of National Advertisers. That's down sharply from 67% in February 2007. Online and social media, on the other hand, got high marks this spring, their first time on the questionnaire.
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Report About "Watching Videos" on TV Internet and Mobile Devices - The Nielsen Company reported that viewing of video on television, Internet and mobile devices – the Three Screens – continues to increase and has reached new heights. In its fourth quarter “A2/M2 Three Screen Report”, Nielsen reported that the average American watches more than 151 hours of TV per month, an all-time high.
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By Laurel Wents-AdAge Feb 2009 About Hispanic Market Promotions Survey - Almost half of direct marketers (48%) use bilingual promotions to target Hispanics, while 20% use only English and 12% use only Spanish, according to a recent survey by the Direct Marketing Association. The remaining 20% use separate English and Spanish versions.
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About Hispanic Market Direct Mail ScottMarden Jan 2009 - In 2008, eMarketer estimated that there were 23 million Hispanics online-about 52% of the Hispanic population in the United States-and that by 2012, nearly 30 million Hispanic Americans will be digitally connected. Faced with these impressive numbers, it may be easy for marketers to be swept away into a world of digital marketing trends.
However, this year more than ever-with consumer pocketbooks empty and confidence at an all-time low-it is important to take note of the everlasting importance of traditional direct mail marketing and its overall effect on the Hispanic market segment. |
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Digital Small Business Internet Budgets - Most small businesses in the United States will not cut spending on most forms of online advertising in 2009, judging by a survey conducted in December 2008 by Adology Research. A higher percentage of respondents said they planned to spend “about the same” in 2009 than planned to change their spending. |
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