Hispanics' Leading Role in Location-Based Social Media - Graeme Hutton-UM

One area which often surprises me is how Hispanics39 leading role of in mobile social marketing is often overlooked or even ignored Ever since the first iPhone was introduced I39ve witnessed how readily young Hispanics have embraced smartphones UM39s latest quantitative social media study Wave 6 only continues to underscore how Latinos have been trailblazers in this general area Consider these three key measures of Hispanic involvement in social media versus the average active internet useramp183 29 more likely to have posted a story to their blogamp183 18 more likely to have shared their location on a social media siteamp183 16 more likely to have uploaded a clip to a video sharing websiteIt39s the second of these measures sharing their location with others which hints at Latinos39 underlying strong adoption of mobile social media Our Wave 6 study also indicates Hispanics are 17 more likely to own a tablet or a smartphone than Caucasians and they spend 30 more time on a mobile phone Twothirds of Latinos say the use their smartphone to socialize with othersThese general social media and mobile traits all come to the fore in their use of locationbased networks 41 of Hispanics who are active internet users have checked into a locationbased network compared to 34 of all US internet users Latinos gravitate to local geocentric media to fulfill a number of social needs to bond build and boost their relationships with their local communities For example compared to the typical active US internet user Hispanics agree locationbased social media are 41 more likely to help them share new experiences 49 help them feel as if they belong and a breakout of 78 say it helps them change the opinions of othersFor marketers locationbased networking is often seen to have three important rolesamp183 It lifts word of mouth marketing as consumers talk about new local experiencesamp183 It bolsters visibility as way to highlight locally available servicesamp183 It facilitates more precise and active targeting for promotions or addedvalue services such as discounts ecoupons or bonus offersHowever these are just generic advantages Our Wave 6 research allows us to probe the specific advantages of over 20 market categories and the corresponding need states that consumers seek from social media in these categories For example when speaking of fashion Hispanics primarily wish to express or communicate their creativity to others whereas with movies they prefer to share their experiencesIn short Wave 6 reveals mobile devices are more important to Hispanics than any other multicultural group and critically enable them to interlock more readily and easily with their local communities It provides major opportunities for geotargeting and mcommerce especially where local events or shareworthy opportunities are in the marketing mixBeing Hispanic is not so much an ethnicity as a culture amp8211 a culture where themes such as music sport food family ritual and community help provide its members with their own internal and public gyroscope of what it is to belong For once the onward march of technology helps reinforce not erode these valuable cultural ties Marketers can directly tap into this growing technological force to their distinct advantage especially if they can promote their brand39s specific proposition and benefits within their own market categoryGraeme is SVP Director of Consumer Insights ampamp Research Graeme is responsible for ensuring that all appropriate proprietary and syndicated research tools and resources are applied in the development of consumer insight strategies for a total communications research platformfrom TV to chat roomswhich informs the efforts of Universal McCann and its agency partners Graeme can be reached at Graemehuttonumwwcomamp160Read all Graeme39s MediaBizBloggers commentaries at Curious Thoughts from Curious Mindsamp160Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggeramp160The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesamp160amp160amp160amp160

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Hispanics' Leading Role in Location-Based Social Media - Graeme Hutton-UM

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