See the video of the interview here:
http://www.youtube.com/watch?v=wch9u79bbeY&feature=player_profilepage
Thursday, April 28, 2011
Friday, April 22, 2011
The Multicultural Face of Smart Phones and Unlimited Data Plans
A week ago we reported on some of the new data from the Florida State University Center for Hispanic Marketing Communication and DMS Insights Multicultural Marketing Study. Those findings revealed that Hispanics are digital pioneers in having blogs and personal websites.
Much speculation and some research has claimed that Hispanics are leading in the area of Smart Phone usage. With the our sample of 2,500 respondents nationwide (500 per segment), we found that this year online Hispanics who prefer Spanish, Asians, and Hispanics who prefer English lead in having smart phones over other segments. This is most pronouncedly true when comparing them to non-Hispanic Whites. Close to 50% of these online segments have a smart phone now!
Having a Smart Phone, to be truly useful requires of an unlimited data plan. Fifty six percent of online Latinos that prefer Spanish have an unlimited data plan. A much higher proportion that all other segments, but particularly much higher than non-Hispanic Whites of whom only 32% claim having an unlimited data plan.
These findings are not only surprising but outstanding in portraying Hispanics as the most aggressive users of mobile technology for internet navigation and use. These individuals are disproportionally using the potential of new media to connect to their virtual world. This may be related to the need for connectivity that Latinos have continuously expressed. Also, it seems to be related to liberation that these technologies offer. Mobility and connectivity appear to be prime values for Hispanic consumers.
Mobile manufacturers and service providers should study this phenomenon in greater depth. What is the meaning of having Latinos be the leaders in this digital era? How can they influence others? What is their role in promoting the use of mobile digital communications? How do their tastes and preferences shape the future of technology use in the United States? These and other questions are of great importance but the key elements here are the raw results. Latinos are venturing faster into digital mobility, and are placing their resources and trust in these new ways of communicating.
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring
Having a Smart Phone, to be truly useful requires of an unlimited data plan. Fifty six percent of online Latinos that prefer Spanish have an unlimited data plan. A much higher proportion that all other segments, but particularly much higher than non-Hispanic Whites of whom only 32% claim having an unlimited data plan.
These findings are not only surprising but outstanding in portraying Hispanics as the most aggressive users of mobile technology for internet navigation and use. These individuals are disproportionally using the potential of new media to connect to their virtual world. This may be related to the need for connectivity that Latinos have continuously expressed. Also, it seems to be related to liberation that these technologies offer. Mobility and connectivity appear to be prime values for Hispanic consumers.
Mobile manufacturers and service providers should study this phenomenon in greater depth. What is the meaning of having Latinos be the leaders in this digital era? How can they influence others? What is their role in promoting the use of mobile digital communications? How do their tastes and preferences shape the future of technology use in the United States? These and other questions are of great importance but the key elements here are the raw results. Latinos are venturing faster into digital mobility, and are placing their resources and trust in these new ways of communicating.
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring
Friday, April 8, 2011
Latinos Are Digital Innovators
We just finished collecting data for our multicultural marketing study (Florida State University's Center for Hispanic Marketing Communication with the collaboration of DMS Insights). The suprise, again this year, 2011, is that once Latinos are online they are more likely than other cultural groups to innovate in the digital space.
In this new study we found that Hispanics in general and Asians are more likely to have a blog than anyone else. Perhaps even more surprising is that Latinos who prefer to answer in Spanish are more likely than anyone else to have a website of their own.
We have found this tendency over the past 5 years, and it continues. It would have been expected that over time, members of other cultural groups would catch up and even out the field. That has not been the case. What that tells us is that Latinos are truly engaged with online technology.
The reasons for these trends are most likely related to the collectivism of these consumers. They want to share their experience with others who are important to them. These findings have strong implications for marketers. If Hispanics are online leaders, who do you approach to disseminate the news about your products? Latinos are the arrowheads into a new era of virtual experience. Their behavior is particularly interesting because traditional marketing stereotypes have usually placed Hispanics as laggards in the digital space. They are not. They are innovators who strongly engage with new media because allows them to have a voice and a forum for their points of views, images, and ideas. Blogs and personal websites constitute a newly discovered freedom of expression and sharing. Latinos are at the vanguard of taking advantage of this freedom. Marketers should take note of this important trend when planning how to get their products and services in the new and changed multicultural environment.
Have a Blog
Have a Website
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring.
In this new study we found that Hispanics in general and Asians are more likely to have a blog than anyone else. Perhaps even more surprising is that Latinos who prefer to answer in Spanish are more likely than anyone else to have a website of their own.
We have found this tendency over the past 5 years, and it continues. It would have been expected that over time, members of other cultural groups would catch up and even out the field. That has not been the case. What that tells us is that Latinos are truly engaged with online technology.
The reasons for these trends are most likely related to the collectivism of these consumers. They want to share their experience with others who are important to them. These findings have strong implications for marketers. If Hispanics are online leaders, who do you approach to disseminate the news about your products? Latinos are the arrowheads into a new era of virtual experience. Their behavior is particularly interesting because traditional marketing stereotypes have usually placed Hispanics as laggards in the digital space. They are not. They are innovators who strongly engage with new media because allows them to have a voice and a forum for their points of views, images, and ideas. Blogs and personal websites constitute a newly discovered freedom of expression and sharing. Latinos are at the vanguard of taking advantage of this freedom. Marketers should take note of this important trend when planning how to get their products and services in the new and changed multicultural environment.
Have a Blog
Have a Website
The data for this study was collected during March 2011. The online sample was comprised of 500 respondents per segment, for a total of 2,500, based on quotas by gender, age, and geographic location. DMS Insights managed the sample and data collection. This study was conducted by the faculty and students of the graduate Multicultural Marketing Communication course offered by FSU this Spring.
Tuesday, April 5, 2011
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