Understanding the 3-Screen User in Today’s Media

Environment

Day 2 – Tuesday, March 5 | COMC 156Parallel Panel

3 Key Facts of the

3-Screen Environment of Hispanics

3

Mobile Technographics Profile

Source: Forrester Research – Retrieved 02/28/13 - http://blogs.forrester.com/category/mobile_technographics

4

Hispanics are Advanced Mobile Users

85%

147%

122%

-52%

-62%

155%

Source: Forrester Research – North American Technographic – 2011

5

Hispanics are Advanced Mobile Users

85%

147%

122%

-52%

-62%

155%

Source: Forrester Research – North American Technographic – 2011

6

Hispanics are Advanced Users of Mobile Services

Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf

7

Hispanics Consume Media across Devices

Source: Forrester Research – North American Technographic – 2011 & ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php

Media consumption – Hours per week

Weekly time spent with the Internet across all screens

exceeds the amount of time

spent watching TV

8

Data Shows the Potential for Multi-Screen Engagement

For Hispanics, Portability is Key to Stay Connected 24/7

Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf

9

Mobile Device as a Computer

•Hispanic Consumers are more likely to own a smartphone or a tablet

•And less likely to own a desktop computer than the general population

Source: ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php

-8%

-2%

26%

43%

0%

10

Mobile Device as a Computer

Source: ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php

-8%

-2%

26%

43%

0%

•Hispanic Consumers are more likely to own a smartphone or a tablet

•And less likely to own a desktop computer than the general population

11

Mobile Devices are a Substitute for PCs, rather

than to Complement the Online Experience

Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf

12

Hispanic 3-Screen Environment

Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf

TV Tablet Phone

13

Key Takeaways

Build campaigns from the mobile consumer perspective and integrate into campaign strategy

Explore new platforms to increase the ROI of your Hispanic campaigns (i.e Tablets)

Explore Hispanic digital space within the SoLoMo (Social, Local, Mobile) environment

Twitter: @sedayanr

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Gracias