The 51-Hour Day? Yahoo! Telemundo Research Shows Online U.S. Hispanics Consume and...

The 51-Hour Day? Yahoo! Telemundo Research Shows Online U.S. Hispanics Consume and Adopt More Media and Technology than General Population

Study shows online U.S. Hispanics are Internet trend setters: two-thirds have been online for more than five years, 80 percent have broadband access and 44 percent have wireless access


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New York, NY–(HISPANIC PR
WIRE)–March 28, 2007–Online Hispanics in the U.S. are “media mavens,”
consuming and adopting media and technology at a higher rate than the general
population, according to new research released today by Yahoo! Telemundo and Experian
Simmons Research. The study found that Hispanics lead the general market in “media
meshing” and use of key mobile phone features as they spend more than half
of each day engaged with television, Internet and technology gadgets. Overall,
Hispanics identified 51 hours of total daily activities, including 14 hours with
technology and 13.5 hours with media. Online U.S. Hispanics regularly combine
TV and Internet to enrich their media experience and would like to see more online
options in Spanish.

The study, entitled “Conexión
Cultural/Connected Culture,” included results from a poll of more than
2,600 18-55 online Hispanics that consume some Spanish language media weekly,
combined with extensive in-home interviews and media usage diaries from 24 Hispanic
families in three major U.S. markets. Compared to other studies that address
Internet use among Hispanics, this study focused on online Hispanics who regularly
consume Spanish language media in order to identify the role that the Internet
and TV play in their lives.

“In Hispanic households,
TV serves as a backdrop to everyday living,” said Michele Madansky, vice
president, global market research, Yahoo!. “Layered on top of that, Hispanics
engage with online content and use both cell phones and the internet to enhance
personal connections. Hispanics are heavy users of ubiquitous media and technology
because they help them stay connected to what matters most to them – culture,
community, friends and family – in both the U.S. and their countries of
origin.”

“The study shows us
once again that the online U.S. Hispanic community is vibrant and well ahead
of the general population in many aspects,” said Millie Carrasquillo, SVP,
Research, Telemundo. “They are avid consumers of both TV and Internet and
demand more options in Spanish language content. 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.”

Some of the highlights of
the study include:

— 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).

— Online U.S. Hispanics
are early adopters and users of media, devices and their features compared to
the general population

                           
Hispanic population      Total population

Have digital camera          
79 percent            
53 percent

Have cell phone              
90 percent            
79 percent

Have video game console      
66 percent            
52 percent

Took photos on mobile phone  
61 percent             28
percent

Use text messaging           
66 percent            
38 percent

— 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.

— Although study respondents
consume Spanish language media, Spanish dominant respondents stated that they
consume two-thirds of their online content in English due to the lack of Spanish
language options.

— 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 (1), while time spent with TV has remained somewhat constant
(2), Internet usage has enhanced TV consumption.

The Yahoo! Telemundo and
Simmons research suggests that the cultural ties that bind the Hispanic community
create a unique set of opportunities for marketers in reaching these consumers
– not only across multiple media channels, but also in both English and
Spanish languages. While the Hispanic population has grown significantly in
recent years (up 21 percent from 2000 – 2005), the percentage of Hispanics
that are Spanish-language dominant has remained steady. Spanish-language television
remains very popular and serves an important role in helping Hispanics stay
connected to their culture.

The research offers key
insights for marketers in developing campaigns that reflect an appreciation
for how cultural considerations overlay media and technology use by Hispanics:

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

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

— 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.

Methodology

The Conexión Cultural
research project is one of the most extensive inquiries into how U.S. Hispanics
today use interactive media and technologies, and included both qualitative
and quantitative assessments. The qualitative component, conducted by Ipsos
Understanding, was an ethnographic assessment of online U.S. Hispanics, including
broadband household members from 24 homes across a wide geographic area including
Los Angeles, New York and Dallas. The quantitative survey, fielded by Simmons
Research in November and December 2006, included 2,636 respondents, with 2,330
responses captured online, and 306 telephone interviews.

About Yahoo! Telemundo

Yahoo! Telemundo (yahootelemundo.com)
is a commercial venture between Telemundo Communications Group, Inc. and Yahoo!
Inc., and is a leading online media and services community for Hispanic consumers
in the U.S. This comprehensive and engaging online community for U.S. Hispanics
brings together Yahoo!’s leading technology, Internet tools and services with
the online assets and original television content of Telemundo, connecting the
U.S. Hispanic community to their passions, their communities and the world’s
knowledge.

About Experian Simmons Research

Experian Simmons Research,
part of Experian Research Services, has been a leading chronicler of the American
consumer for over 50 years. From the products that all Americans buy and the
brands they prefer, to their Internet shopping behaviors, attitudes, lifestyles
and media that they use, Simmons measures over 30,000 American consumers each
year using statistically projectable samples.

(1) 29 percent to 57 percent
according to Jupiter annual study

(2) 56 hour average to 58
hour average per week according to Nielsen Media Research

The 51-Hour Day? Yahoo! Telemundo Research Shows Online U.S. Hispanics Consume and Adopt More Media and Technology than General Population