This week, Yahoo! Telemundo and Experian Simmons Research released findings that declare that Hispanics in the U.S. are “media mavens,” consuming and adopting media and technology at a higher rate than the general market. In my gut, I know this is true…to some degree. I mean, we do over-index in almost all categories imaginable, why not media consumption and media integration. However, I think as a group, we are slow to change and do not like change which makes me question the technology aspect of this study.

As I’m sure many of you will agree, this is quite a departure from the conflicting pieces of research out there including that Hispanics are not online; and those that are only speak English. Sound familiar? Working solely in the online industry for the last year has made me realize that this statement is simply not true. Another white paper from another general market agency will not change the fact that we are online and that we are responsive to Spanish messaging.

Finding

“The fact that TV viewership continues to grow among U.S. Hispanics while Internet penetration has almost doubled, combined with the high penetration of broadband access in this segment, presents a unique opportunity to offer this diverse audience more choices of meaningful and relevant content.”

We know the face of media in the US changes dramatically every year. We also know that the amount of print, OOH, cable channels, websites and mobile providers increases daily. The NAHJ (National Association of Hispanic Journalists) can confirm the obvious, however, we must watch for over-saturation. Remember, what goes up, must come down. However, what I believe we will see is much more integration of mediums.

Finding

“Hispanics with Internet access 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).”

This can only mean that Hispanics are spending time with multiple media formats. They are watching TV or listening to the radio while on the internet. They are on the internet and chatting with friends on the phone. Does this sound like your sister, neighbor or friend? We all do it.

Finding

“Online U.S. Hispanics are highly experienced and multi-faceted on the Internet. Two-thirds have been online for more than five years, 80 percent have access to broadband and 44 percent have wireless access.”

This, to me, is the most astounding fact and one that I have been waiting for years to hear. Definitely something we have not heard in the past. In my gut, I also believe that if we force consumers to read Spanish content that is stale and not entertaining…we will push them to seek English content. I know very few people that genuinely surf in Spanish for this very reason. In another of my postings, I go into detail about the impact of content and language. As an industry, we really need to work on this matter.

I believe it is a vicious circle. Consumers seek content in Spanish, and run into watered down stories and outdated information and become disenchanted and change their consumption habits to English over time. They seek information and shop for products and services for years in English. Every now and then they come across more terrible Spanish content, further cementing their already negative perception. One day, they get a questionnaire or are invited to participate in the AOL Roper Study. When asked their language preference online, they are OBVIOUSLY going to say “English only for me”. We haven’t given them a reason to say otherwise.

Is the industry to blame? Is it that our consumers that are slow to evolve? Is it that Hispanics hate the internet? I answer no to all of those questions. Through the lack of entertaining and engaging Hispanic content, we are pushing them to seek the information elsewhere. This goes back to the wise old addage “If you build it, they will come.”

Finding

“The combination of TV and Internet enriches the content experience of online U.S. Hispanics. Fifty percent go online while watching TV, and slightly over half search for content on their favorite shows and would like to watch extra scenes from their favorite shows on the Internet. More than a third agrees that TV is more fun with Internet access. Although Internet growth for U.S. Hispanics has almost doubled in the last six years,* while time spent with TV has remained somewhat constant, ** Internet usage has enhanced TV consumption.”

This is no different than the general market. For many years, the general market has known this and has created programming around engagement such as I-Village on NBC, TRL Live on MTV or American Idol on FOX. No where in the traditional Hispanic networks do we see this. This is on Mun2…but where is the novela that viewers can determine the end by voting online? Where is our originality? I bet you will see it as soon as someone at Univision sells it in, but right now it’s like trying to sell a unicorn to the local zoo…no one believes you.

Finding

“Since Hispanics’ usage of media and technology is pervasive, across multiple channels and devices, marketers should meet Hispanics with strategic messaging across multiple platforms.”

I believe as an industry we are already starting to do this. I believe that we are looking to the general market to see how we can integrate our messaging. We are also doing it across disciplines making sure the campaign is consistent. However, I believe we can be better about making the online digital space more unique and optimizing its power. We shouldn’t use it to mirror the same messaging we developed for the OOH, rather take the OOH to the next level online.

Finding

“With nearly 80 percent of online Hispanics using broadband, there is significant growth potential for online video advertising.”

We’ve seen other research that indicates that we over consume rich media but there is little to no rich media campaigns targeted to Hispanics. When speaking about rich media, most Clients do not even know what that is. This is where our responsibility kicks in to educate ourselves and our Clients.

Finding

“As the bilingual and Spanish-language dominant population continues to grow at a fast pace, campaigns should include Spanish content and incorporate a Spanish-language purchase process.”

I touch upon this topic in my posting titled “Hand over you wallet Señor”. The Spanish-language purchase process is pivotal in earning your consumer’s trust. How can you develop a relationship with them in Spanish and when it comes time to ask them for their money, you speak to them in English?

The lesson I’ve learned from all of this is that we can make research say whatever we want. However, we have a responsibility to the industry as well as the Clients we serve to educate ourselves and those around us. The online world is complex and diverse and has its own idiosyncrasies, but there is a great demand for quality Spanish content.

- Written by Miamiadguy