US Hispanics: Content Producers and Marketers who want to attract US Latinos should considered mobile as the first screen and in many cases as the only one

1. Digital Hollywood
Hispanics and Mobile: Digital Content, Smart
Devices, From Phones to Tablets and TV
Adriana Peña Ruiz
1
Oct 2013

2. US Latinos, Digital Media and
Technology

3. 3
1. For Latinos, mobile should be treated as the
first screen
2. Latinos use mobile not only to communicate
but to connect and belong

4. US Latinos Overindex in Smartphone Usage
."
." ."
4
Smartphone Usage
74% of all Americans own/use a smartphone.
87% of Latinos own/use a smartphone.
Magdid, Smartphones and Tablets: The Heartbeat of Connected Culture. (own or use somebody’s else mobile at home)
Online Cell Users
91% of Americans own cellphones.
57% of all Americans go online using those phones.
63% of all cellphone owners use them to access the internet.
68% of Latino cellphone owners are cell internet users.
Pew Research Center – Cell Internet Use 2013

5. US Latinos over index in tablet usage
."
52%
of Americans
60%
of Latinos
Magdid, Smartphones and Tablets: The Heartbeat of Connected Culture. (own or use somebody’s else mobile at home)

6. or
La'nos
with
a
smartphone,
mobile
is
the
1st
screen
maybe
their
only
screen?)
."
." ."
6
30% of Americans go
mostly
online using a cell phone
34% of cell-internet users,
mostly go online using cell phone.
of Latino that have a
Smart Phone go mostly
online using a cell phone60%
Cell-Mostly Internet Users
Young adults, non-whites, less educated, and less affluent
vs 27% of white* people

7. Top 25 digital media properties extend their reach via mobile
channels by 29%
US Latino users account for a higher extension of reach for
many of them
7Source: Nielsen Mobile Insights Q1 2013 (Mobile University: Mobile Hispanics, Edelman- Jun 2013)
+155%
Pandora
+59%
ESPN
+46%
Twitter

8. US Latinos not only over-index in mobile penetration
but also over-index on mobile activity
8
Biggest Differences are in entertainment usage (streaming, games)
Percent of Segment Engaging in Mobile Activity
Latino % Non-Latino %
Mobile Internet 65 54
App Downloads 44 35
Social Networking 53 41
Email 55 48
Streaming Audio 37 23
Game Downloads 38 28
Text Alerts 37 29
Location-Based Services 39 28
Mobile Shopping 26 20
Bar Code Scanner 18 15
Mobile Banking 34 25
Source: Nielsen Mobile Insights Q1 2013 (Mobile University: Mobile Hispanics, Edelman- Jun 2013)

9. Latino Mobile users split their time on Apps & Web
9
Time Spent Watching Video on
Internet
Latinos Non-Latinos
6:29 3:52
Mobile Subscribers: Time Spent
Watching Video on Mobile phone
Latinos Non-Latinos
4:20 3:37
Latinos: Monthly Time Spent on
Mobile Web and Mobile Apps
Mobile Apps Mobile Web
31:18 28:08
Source: Nielsen: State of the Hispanic Consumer: The Hispanic Market Imperative Q2, 2012.
Source: Nielsen Mobile Netview , March 2013(Mobile University: Mobile Hispanics, Edelman- Jun 2013)
US Latinos spend 68% more time watching video on the
internet and 20% more time watching video on their mobile
phones than non-Hispanic Whites

10. For most digital communication methods, US Latino
internet users spend more time there than their Non-
Latino counterparts
10
Weekly Time Spent Using Communication Methods
U.S. Latinos vs Non-Latinos Internet Users (average hours)
Source: Terra Networks and comScore Inc, “2012 Terra Hispanic Digital Consumers Study” July 25, 2012

11. U.S. Latinos
Top Apps & Mobile Web Brands
11
Source: Nielsen Mobile Netview , March 2013(Mobile University: Mobile Hispanics, Edelman-
Jun 2013)
Top 10 Apps
Facebook
Google Search
Google Play
Google Maps
Youtube
Gmail
Instagram
Pandora Radio
Twitter
Weather
Top 10 Mobile Web Brands
Google
Facebook
Youtube
Yahoo
Amazon
Twitter
Ebay
Pandora
MSN/Windows Live/Bing
CNN Digital Network

12. Questions for the panel

13. Questions for the Panel:
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." ."
13
1. Since the Latino audience is an early adopter of mobile
entertainment, and ahead in mobile adoption from the
average U.S. rates, how do you develop media
programming and mobile offerings for this marketplace?
• Media Programing for mobile has been mainly framed as
second screen or apps -- but for Hispanics it should be
considered first screen
• Mobile offerings should be useful, entertaining, social
and culturally relevant

14. Santa Monica
CA
Denver
CO
Dallas
TX
Washington
DC
Mexico City
Mexico
Data Scientist & Math Team
Buenos Aires
Argentina
Data Scientist Team
• Luminar is the first Latino Big Data
analytics & modeling company
• Luminar delivers actionable insights that
accelerate revenue growth and drive
business efficiencies in a complex
consumer environment
• In-culture data scientists &
mathematicians based
in Mexico and Argentina
• Key client segments include retail, CPG,
financial services, media & entertainment,
automotive, and publishing
Luminar is a Big Data Analytics Company fully
owned by Entravision
Have you considered gathering and analyzing big data in
programming or marketing to this segment? Could you
describe some of these big data initiatives?
Questions
for the Panel:

15. ."
Source: Ericsson ConsumerLabs study
."
15
TV watching is evolving to a broader definition: Video
Watching. I think it is useful to consider deeper
classifications of video:
• Scheduled broadcast
• Pay-per-view
• DVD/BluRay
• Streamed/time-shifted TV
• VOD video (including YouTube)
• Recorded broadcast TV
• Downloaded movies and TV shows
Questions for the Panel: When will TV be obsolete?

16. ."
." ."
16
Need to start creating content and adverting
strategies based on need or habit the consumer has
for each type of video, as ConsumerLabs suggests:
• Traditional linear TV watching: Over the air, cable or any
way that broadcasters choose to distribute their content,
mostly for news or comfort entrainment
• Prime access background TV: Any type of video to fill a
room without demanding too much attention (i.e. news,
morning shows, series, etc.)
Questions for the Panel: What’s next?
Source: Ericsson ConsumerLabs study

17. ."
." ."
17
• Zapping and impulse viewing: Coach potato
browsing on long tail options, robust cable
packages, Nexflix, Hulu, Amazon Prime catalogs
are also good for this. Also: browsing YouTube
• Prime-time appointment viewing: Primary for
Sports, major life events like the Oscars or prime-
time finales of favorite series
• Late-night impulsive viewing: Late shows, or
anything that catches attention, browsing VOD and
YouTube videos
Questions for the Panel: What’s next?

18. Logo
do n
loca
Adriana Peña Ruiz
18
apena@entravision.com
Executive Vice President Marketing and Sales Development
Los Angeles 2013