3 Key Facts of the 3-Screen Environment of Hispanics; including Hispanics mobile user profile Reaching Audiences: Exploring Opportunities in Hispanic Media and Market Research Texas Tech University College of Media & Communication brings together experts in market research and Hispanic-oriented media, Reaching Audiences will feature two days of panels that discuss trends and shifting demographics in the media industries today (Mar 4 - Mar 5, 2013)

1. Understanding the 3-
Screen User in Today’s
Media Environment
Day 2 – Tuesday, March 5 | COMC 156
Parallel Panel

2. 3 Key Facts of the
3-Screen Environment
of Hispanics

3. Mobile Technographics Profile
Source: Forrester Research – Retrieved 02/28/13 - http://blogs.forrester.com/category/mobile_technographics
3

4. Hispanics are Advanced Mobile Users
85%
147%
122%
-52%
-62%
155%
Source: Forrester Research – North American Technographic – 2011
4

5. Hispanics are Advanced Mobile Users
85%
147%
122%
-52%
-62%
155%
Source: Forrester Research – North American Technographic – 2011
5

6. Hispanics are
Advanced Users of
Mobile Services
Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf
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7. Hispanics Consume Media across
Devices
Media consumption – Hours per week
Weekly time
spent with the
Internet across all
screens exceeds
the amount of
time spent
watching TV
Source: Forrester Research – North American Technographic – 2011 & ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php
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8. Data Shows the Potential
for Multi-Screen
Engagement
For Hispanics, Portability is
Key to Stay Connected 24/7
Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf
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9. Mobile Device as a Computer
•Hispanic Consumers are more likely to own a smartphone or a tablet
•And less likely to own a desktop computer than the general population
-8%
-2%
26%
43%
0%
Source: ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php
9

10. Mobile Device as a Computer
•Hispanic Consumers are more likely to own a smartphone or a tablet
•And less likely to own a desktop computer than the general population
-8%
-2%
26%
43%
0%
Source: ComScore Hispanic Digital Consumer 2012 – Retrieved: 02/28/13 - http://www.terra.com/advertise/hispanic_consumer.php
10

11. Mobile Devices are a
Substitute for PCs, rather
than to Complement the Online
Experience
Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf
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12. Hispanic 3-Screen
Environment
TV Tablet Phone
Source: The Nielsen Company – State of the Hispanic Consumer: The Hispanic Imperative Report – 2012 - http://es.nielsen.com/site/documents/State_of_Hispanic_Consumer_Report_4-16-FINAL.pdf
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13. Key Takeaways
Build campaigns from the mobile consumer
perspective and integrate into campaign
strategy
Explore new platforms to increase the ROI of your
Hispanic campaigns (i.e Tablets)
Explore Hispanic digital space within the SoLoMo (Social,
Local, Mobile) environment
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14. Twitter: @sedayanr
Slideshare: sedayanr
LinkedIn: salomondayan
Hashtag: #ReachingAudiences
Gracias