Hispanic Internet Users Are Avid Downloaders Of Digital Content & Aggressively Adopting Broadband

By Scarborough Research

Hispanic Internet Users* are avid downloaders of digital content, according to consumer and media research firm Scarborough Research. This is one of many findings on Hispanic Internet usage trends in a new complimentary report from Scarborough. 

Scarborough’s analysis finds that Hispanic Internet Users are 21% more likely to download digital content** than the average adult online. Forty-two percent of Hispanic Internet Users have downloaded some form of digital content during the past 30 days, compared to 35% of the total Internet population. Music is the top download category for both Hispanics and the total Internet population. Almost one-third (32%) of Hispanic Internet Users and almost one-quarter (24%) of all Internet users have downloaded music during the past month. 

Hispanics have been taking advantage of the national expansion of broadband, and their rate of adoption has mirrored that of the total U.S. population. Currently, 68% of Hispanic Internet Users* have a broadband*** connection in their household. Broadband penetration rates have grown from 13% in 2002 — an increase of more than five-fold. This is roughly the same pace of broadband adoption of adult Internet users overall. Seventy-one percent of U.S. Internet users currently have broadband at home, growing from just 15% in 2002. 

“Increased high-speed Internet access among Hispanics is opening the door for online businesses to establish brand loyalty with this consumer group,” said Gary Meo, senior vice president of digital media services, Scarborough Research. “Offering Hispanics new and creative ways to interact with a brand online — particularly via downloaded digital content — could go a long way in successfully marketing to the Hispanic adult.” 

Given the growth of broadband and content downloading in this consumer group, it is no surprise that Hispanic Internet Usage overall has reached a critical mass. The majority (54%) of Hispanics are now online. In fact, Internet access among Hispanic adults has increased 13% since 2004. By contrast, Internet access by all consumers nationally grew eight percent during this time period. 

As a part of their study, Scarborough examined 13 local markets with higher-than-average concentrations of Hispanic adults and found distinctive Internet usage patterns and local variations. For example, Miami is the top Hispanic market for broadband penetration. Seventy-six percent of Hispanic Internet Users in Miami have broadband at home. By contrast, El Paso, Dallas, Fresno, CA, and Harlingen, TX, are the markets in which Hispanic residents are least likely to have a broadband connection. 

Phoenix is the leading local market for Hispanics who download digital content. Sixty percent of Phoenix’s Hispanic Internet Users downloaded digital content during the past month. El Paso, Miami and Dallas are the markets where Hispanic Internet Users are least likely to download digital content. 

To download study CLICK on link below: 
http://www.scarborough.com/press_releases/The%20Power%20of%20the%20Hispanic%20Consumer%20Online%20FINAL%203.19.09.pdf

* Hispanic Internet Users are those Hispanics who access the Internet 
** “Download” refers to the download of any of the following content during the past month: podcasts, video games, music, other audio clips, television programs, or other video 
*** Broadband connection is defined as having a cable modem or DSL Internet connection in the household

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Market Evolution: Are you ready for the fight?

LATINO ADVERTISING PIONEER, VICTOR ORNELAS, ALLIES WITH MATADOR MARKETING GROUP

Mentor and Former Intern Reunite “to Fill Strategic Void” in Latino Marketing 

FORT WORTH, TEX. (MArch 2, 2009) — Victor Ornelas, founder of Ornelas & Associates and a pioneer in Hispanic advertising, has joined forces with Matador Marketing Group, a Latino marketing and advertising firm located in Fort Worth, Texas, it was announced today by Luis Caballero, president of Matador.  The alliance reunites Ornelas and Caballero 18 years after Caballero launched his career as an intern at the renowned Dallas agency.

“We have recruited one of the industry’s champion matadors,” said Caballero. “Victor is a mentor, coach, sage and dynamo for our firm as we seek to engage national clients interested in tapping the fast-growing Latino marketplace in a more meaningful and profitable way.”

Ornelas – whose agency, Ornelas & Associates, was once called “one of the fastest-growing Hispanic advertising agencies in the country” by The New York Times – was honored by Hispanic Business magazine as National Entrepreneur of the Year in 1994. His experience includes Latino advertising campaigns for high-profile national accounts such as Anheuser-Busch Inc., Bank One Corporation, Borden, Southland Corporation/7-11 Stores, Wrangler Jeans, Pepsi, Nissan, Mobile and GTE/Verizon, among others. In 2005, Ornelas took a hiatus from the advertising industry, to build and manage a chain of five high-tech golf improvement centers in California.

Ornelas also has served as the secretary/treasurer on the national board of directors for the American Association of Advertising Agencies, the industry’s leading association, as well as the chairman of the AAAA’s North Texas-Oklahoma Council.

“Like my former agency, Matador is a maverick brand that is not shackled by the constraints of holding company ownership,” said Ornelas. “It’s a spirited, independent shop with the expertise, sound strategies and operating efficiencies to do what other Latino agencies can’t.”

Ornelas and Caballero bring to the table more than 50 years of marketing and advertising agency experience, as well as a unique marketing perspective derived from their combined work on both the client and agency side of the industry. Matador will leverage this experience to fill a perceived void in the marketplace and provide national clientele the added value of “Branding at the Point of Contact.”

According to Yankelovich and the U.S. Census Bureau, by 2010 nearly one person out of every six in the United States will be of Hispanic origin and Hispanic purchasing power is projected to reach $1.2 trillion or 9.2 percent of all U.S. buying power. Yet, as companies struggle to respond to the economic recession, some are cutting Latino marketing budgets, or not even funding them in the first place.”

“This is a critical strategic error,” Ornelas said. “We need to resurrect those Latino marketing budgets. We are in a position to provide extraordinary value to clients who are willing to invest those dollars into the growing Latino Market.”

“There is a gaping void in the strategies used to effectively engage Latino consumers,” said Caballero. “Typically, many brand marketers and their multicultural agencies mirror the traditional advertising campaigns and strategies. Matador employs a sharply focused philosophy that is media agnostic, culturally relevant and engaging in a personal way that a mass advertising approach, alone, cannot duplicate.”

The philosophy – branding at the point of contact – and Matador’s Brand Roots™ process offers clients a new, more efficient tool for gaining traction and fostering brand loyalty among U.S. Latinos. “A tree grows from the roots up, not from the branches down. Brand Roots engages on a social and culturally relevant level, the point of contact, to secure the brand-customer relationship,” said Caballero.

Caballero honed his insights devising and implementing multicultural and field marketing campaigns for Fortune 500 companies such as Yum! Brands, Subway, Church’s Chicken, Papa John’s Pizza and others, and directed Hispanic agencies such as Cartel Creativo and Dieste. He also worked on Hispanic accounts for Burger King and Coca-Cola while at Sosa & Associates (now Bromley Communications) in San Antonio.

“Field marketing has long been considered an ugly step sister to the more glamorous 30-second television spot or spread print ad,” said Caballero. “We believe that the marriage of field marketing-based strategies and keen cultural insights will yield better results for marketers. In my experience many initiatives that became national campaigns were created, tested and incubated in the field. By the time mass advertising was used to support the initiative we already had momentum and traction to ensure success.”

 

About Matador Marketing Group

Launched in October of 2008, Matador Marketing Group specializes in branding at the point of contact to the Hispanic community. The Fort Worth-based agency is owned and operated by Luis Caballero, a 20-year corporate-marketing and advertising-agency veteran. For more information about Matador Marketing Group visit www.thebullfight.com or call 817-546-8372.