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Why use OYE! – Hispanic Social Media Listening Tool

Updated April 1, 2016.

As Hispanic Marketers we know that there are 54 million Hispanics in the US (17% of US pop.), but how do they engage with your brand?

That is the question you are asking about your brand, or your client’s brand.  Our team is here to help by offering you a deal where we will perform a 30 day comprehensive Hispanic social media listening analysis of your brand’s engagement with this growing market.

This is what you will get:

  • 30 Day comprehensive analysis using OYE! Hispanic social media listening tool which gains insights from Latinos that post online in both English and Spanish.
  • Conversation Drivers: Trends that can be found in what is said about your brand/product
  • Ad Campaign/Event Analysis: Which ads and events sparked the most positive sentiment engagement online
  • Verbatim & Consumer Trends: What people are actually saying about your product/brand
  • Leading Sources: Focus on which forums Hispanics talk about your product/brand
  • Sentiment Analyis: Positive or negative sentiment in the general market does not necessarily equate to the Hispanic market
  • Influential Fans & Followers: Which are the influential Hispanic leaders of the conversation that your brand should communicate with
  • Ideas that Spark: Based on
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8 Insights to know about hispanic millennials, #8 Advertising

Advertising

AdvertisingUS Hispanic Millennials over-index in being receptive to advertisements and offers from brands about their products and services. Experian Marketing Services in 2013 discovered that 19% of Hispanics aged 18 to 34 are interested in receiving advertisements on their mobile devices, compared to only 9% of non-Hispanics of the same age group.  In fact 23% of Hispanic Millennials confirmed they would be likely to follow up and complete a purchase of products they had seen advertised on their mobile devices.  This can be compared with just 14% of non-Hispanics who reported the same.

Additionally, in 2013 Hispanic market research firm ThinkNow found that 77% of Hispanic Millennials confirmed that advertising received on their mobile phones provided information useful to them about new products and services they would consider for purchase.

 

There you have it. So whether you are actively pursuing the Hispanic Millennial market or simply care to know more about this group we sure hope that you enjoy this Hispanic mobile advertising report. Please take a moment to share with us via social media or our contact form about what your brand is doing to connect with this ever-evolving, and always interesting group!


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8 Insights about Hispanic Millennials – Mobile Usage, #7

Mobile

MobileSmartphones are a particularly beloved device among all Hispanics, and Millennials are no exception. Nearly three-fourths of Hispanic Millennials report owning a smartphone, compared with just 34% of the older generation. Why is this? you may wonder. Consider that Hispanic Millennials mobile usage is often impacted by the likelihood that they may live in multigenerational households with more people in them, where in these cases mobile devices offer special benefits: including privacy and freedom.

Some recently published facts from the 2014 Nielsen Digital Consumer Report include that mobile data usage is 16% higher among Hispanics compared with non-Hispanics. Hispanics are twice as likely to upgrade their tablets as their peers, and nearly half (49%) of all Hispanic respondents planned to upgrade their smartphones within the next 6 months.


Want the full report with all 8 insights? Get it emailed to you by requesting it below.

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References:
http://www.slideshare.net/tinhanhvy/the-digital-consumer-report-2014-nielsen (#
http://issuu.com/azhcc/docs/2014_datos_az_book/1

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8 Things to Know: Hispanic Millennial Brands and their Preferences

Brands

BrandsHispanics have traditionally been classified as a brand loyal group. Conventional wisdom stated that if you can win the Hispanic consumer at a young age, you would have him/her for life. This has changed slightly over the years, and it is thought now that Hispanic Millennials can be placed as slightly less brand loyal than their parents’ generation, but higher in brand loyalty than their non-Hispanic Millennial peers. Nancy Tellet from Viacom’s Tr3s Digital stated recently: “They tend to under-index in sole brand usage in comparison to the slightly older foreign-born in the food and cleaning categories. But on the other hand, they have low usage of generic brands,” she explained. “They still want brand names, so they look for the best deal within a set of brands that they like.”

It is often mentioned that Hispanic Millennials can be a complex group to follow and understand. Hispanic Millennial brands and their preferences stand testament to this fact.

Want the full report with all 8 insights? Get it emailed to you by requesting it below.

Download Report:

 

 

Reference:
http://www.latinpost.com/articles/22616/20141001/hispanic-Millennials-are-not-acculturating-theyre-shaping-the-broader-culture-theyre-at-the-center-of-your-brand.htm

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8 Facts to know about Hispanic Millennials, #5 Spending

Spending

 

SpendingIn an interesting study from BIA/Kelsey, it was found that nearly 18% of Hispanics surveyed said they use YouTube for local shopping, compared to roughly 10% of their non-Hispanic peers.  When considering the use of digital coupons, 84% of U.S. Hispanic consumers reported they performed online search for a coupon based on a peer recommendation, which compares favorably to only 71% of all U.S. consumers, which was an insight discovered from a U.S. consumer survey from Valassis. Further in that same report, 70% of U.S. Hispanics reported that they have used digital coupons found through social media, compared to only 54% of all consumers surveyed.  Finally, 61% of Hispanics stated having shared coupons via social media, compared to only 40% of all consumers.

In a 2013 study from Experian Marketing Services, it was reported that Hispanics are more likely to shop via the internet than the general market consumer. Overall, Hispanics’ share of online visits to the top 500 retail websites was over 20% higher than the general market.

Hispanic Millennials over-index in interacting with actors, artists and brands on social media channels. Therefore, brands should consider relationships with influencers as they are very important to this market …

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8 Facts to know about Hispanic Millennials, #4 Hispanic Culture

Culture

 

CultureHispanic Millennials want to stand out and be recognized as Latino and close to 70%, regardless of language, are focused on Hispanic culture and reward brands that acknowledge their culture.  Consider a recent Millennial marketing campaign in which Coca-Cola which created personalized cans in the summer of 2014 with common (and some uncommon) first names displayed right on the can.  In highly Hispanic areas of the country, consumers were pleased to find common names such as Alejandro, Marisol, Rodolfo, etc on these same cans.  This was a subtle cue to the Hispanic Millennial consumer that Coca-Cola is thinking about them too.

Also, consider the highly praised campaign from Toyota in which they allowed Latinos to request free bumper stickers that had inspiring messages such as ‘Somos Muchos Boriquas’ (Trans: ‘We are many Puerto Ricans’) as part of their Somos Toyota campaign. English speaking Hispanics ordered and proudly displayed these stickers as they are proud of their heritage, and this sticker allowed them to show this even if their preferred language was not Spanish.

As renowned Hispanic marketer Joe Ray states, “Think Bicultural, not bilingual.”

 

 


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8 Facts you should know about Hispanic Millennials, #3 Education

Education

Education 1

Hispanic Millennials continue to pursue higher education at significant rates.

It is inspiring to see that in 2012, nearly 50% (49%) of Hispanic recent high school graduates were enrolled in college, compared with 47% of non-Hispanic whites. This differs greatly from just two decades ago in 1995, when just 35% of recently graduated Hispanics enrolled in college compared with 44% of their white student peers.

More recently, in April 2014 a study from Hispanic Market research firm ThinkNow and Sensis Agency discovered that 84% of respondents who recently obtained a college degree also were planning to pursue a graduate degree. This compares very favorably as only 57% of non-Hispanic Millennial college graduates were found to have the same next step in mind.

This data shows very strongly the importance of education to the Hispanic Millennial and how this has evolved over time.

 


Want the full report with all 8 insights? Get it emailed to you by requesting it below.

Download Report:

 

 

Reference:

http://www.hunterpr.com/who-we-are/articles/eMarketer_US_Hispanic_Millennials-Bridging_Cultural_and_Technology_Gaps%20(1).pdf

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8 Things to Know About U.S. Hispanic Millennials, #2 Social Media

Social Media:

SocialMediaThe evidence keeps piling up, as more studies confirm that Hispanic Millennials lead the general population in social media usage.

In 2012 the Pew Research Hispanic Center, a project of the Pew Research Center, shows that 84% of Hispanic internet users between ages 18 and 29 are users of Facebook, Twitter or another social networking site.

Specifically to the Millennial age range (18-34), Hispanics over-index in their usage of social media.  86% of U.S. Hispanic Millennials use social media, compared to only 47% for their non-Millennial Hispanic elders, and the younger group is also more likely to follow a brand on social media.

A recent study, commissioned by Unilever with its media planning agency Mindshare and performed by social media tool ShareThis, concluded that Hispanic consumers are twice as likely to share content or click on shared content than the general population.  They found that content shared by Hispanic consumers is 35% more likely to be clicked on than content shared by the non-Hispanic population. It was also discovered that Hispanic consumers are twice as likely to purchase the products they share about, compared to non-Hispanic consumers, who are only 1.3 times as likely to make a purchase …

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Q&A: With Pew Research Center’s Director of Hispanic Research – Part I

In early March I had the opportunity to travel to Washington DC; I enjoy visiting this vibrant city, walking alongside Richard Romanesque and Queen Ann homes next to modern office buildings and usually getting lost after leaving a metro station. During this trip I  met with some of our partner agencies to learn about their current work, visiting their expanded offices and strengthening our relationships. Each time that I travel for business I like to connect with professionals that are providing a significant contribution to better the understanding of the rich Hispanic culture in the U.S.  This trip, I had the privilege to meet in person and have a one-on-one interview with Mark Hugo Lopez, Director of Hispanic research at the Pew Research Center.

 

Pew Research Center, Hispanic population analysis.

Pew Research Center: Hispanic population analysis.

 

Mark’s job is to coordinate and direct the Pew Research Center’s Hispanic Trends Project and assist colleagues on any research that is related to Latinos that includes analyzing their attitudes, views of religion, politics and immigration reform. As a director he helps to shape the research program related to Latinos across the Pew Research Center.

 

Natasha (Nativa): How is a topic selected for research and what

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