On the heels of last month’s Smart Marketer on widgets & apps (Smart_Marketer_July_2009), Terra unveiled our publisher widget for exclusive Liga Mexicana soccer game coverage, sponsored by Verizon.
1.) The latest headline news, upon click through, returns to Terra content
2.) Picture gallery that expands upon user initiated mouse over
3.) Up-to-date scores.
We are very proud of our soccer widget, from the creativity behind the concept, to the designers who lent their sophisticated digital taste to the product, and finally to our project managers and developers who crunched code to make it happen.
Actually, it is quite popular among our audience, of which fully 11% of Terra’s Soccer Widget users acquired it onto their iPhone.
Telemundo’s Futbol Estelar is the exclusive on-air partner, while Terra and futbolestelar.tv are the official online home of the Liga Mexicana soccer tournament in which the live match between Mexico and USA on August 12th is heralded with much anticipation.
When we asked the question, ‘What is your country of origin or descent? If you were born in the U.S., we would also like you to choose the country or countries from which your Latino or Hispanic identity originate.’ 48% of the 3,513 Hispanic Internet Users surveyed digitally claimed the United States as their 1 st choice, followed by 43% citing Mexico country of origin as their 2 nd most popular choice. 1
In hindsight, we were very fortunate to include USA as an answer choice for our country of origin question as today births by Hispanics outpace immigration as the major source of population growth.
Although it would be incorrect to deduce that ties to country of origin is non-existent once landing or being born in the USA. For example, 56% of mothers and 52% of fathers from Hispanic Internet Users claiming country of origin US were born in the US, meaning that almost half of the parents of 2 nd or 3 rd generation Hispanic Internet Users were born outside of the US. 2 In fact, among Hispanic Internet Users claiming country of origin Mexico, 43% of mothers and 57% of grandmothers were actually born in Mexico. 3
This is a particularly useful insight for marketers representing telecommunication companies as the chances that our visitors are calling their relatives and friends internationally during major holidays, or just to keep in touch, is very high. The telco company that tailors calling plans to address this behavior particular to the Hispanic market would do very well, indeed.
Given such strong lineage back to mostly Latin America among all Hispanic Internet Users, it makes sense that they apply the best of both worlds within their lives. When asked the question, At home, to what extent have you kept the traditions from your country of origin and to what extent have you adopted US traditions? The chart below contains their responses. 4
Graph 1:
First, the Internet claims majority 2 nd & 3 rd generation Hispanics - 69% are born in the US while 31% are foreign born. 58% of Hispanic Internet Users overall have kept some/most/all ethnic traditions and 67% have adopted most US traditions, truly the best of both worlds. Not surprisingly, however, it is the foreign born (33%) that are significantly more likely to keep all or most ethnic traditions vs US born (12%), and vice versa as the US born (76%) have adopted most US traditions statistically significantly more so than the foreign born (42%). The implication for marketers is clear. Consider a hybrid approach of US & ethnic traditions in your messaging to Hispanic Internet Users as this mirrors how they apply traditions here in the United States.
Behaviorally speaking, Hispanic Internet Users outshine US Total Internet Users in sports equipment purchases and athletic interest overall:
264 composition index for Sports equipment (bought/offline/last 6 mo)
261 index for Sports equipment (searched for info/online/last 6 mo)
171 index for Going to gym/health club (leisure activity/last 6 mo)
168 index for Memorabilia (e.g., sports, film) (searched for info/online/last 6 mo)
163 index for Pro sports (attended/visited/last 6 mo). 5
Be a Smart Marketer. Align your advertising message to professionally produced digital events and content that cater to the #1 and #2 country of origin, USA and Mexico respectively for a unique cross platform experience. Now Telemundo & Terra are bringing a highly relevant sporting event, Mexico vs USA Liga Mexicana Soccer Match played in Mexico exclusively both online and broadcast August 12, 2008. Rest assured that Hispanic Internet Users will include fans wishing a US win, and others wishing Mexico success. Similarly, a hybrid approach towards messaging to Hispanic Internet Users, not too much US, not too much country of origin but just the right balance for your brand may be best.
Sources:
1.) Terra.com Hispanic Syndicated Study by comScore for Terra USA
2.) Terra.com Hispanic Syndicated Study by comScore for Terra USA
3.) Terra.com Hispanic Syndicated Study by comScore for Terra USA
4.) Terra.com Hispanic Syndicated Study by comScore for Terra USA
5.) comScore. PlanMetrix Consumer Target Profile. May ’09. Analysis performed by Terra USA Research.
