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US Hispanic has merged within US Total Internet for a full 13 months now, making year ago comparisons possible Sep ’09 – Sep ’10.
As such, comScore’s 113 categories are available for longitudinal analysis by visitation.
The methodology is relatively straight forward of Hispanic Unique Visitors by category during the time period Sep ’09 – Sep ‘10 1. Step 1: obtain the average unique visitors. Step 2: calculate 1.5x the standard deviation. Step 3: add 1 & 2. Step 4: for each month by category, determine if the visitation is higher than Step 3 and by how much. This calculation exposes the percentage by which Latinos online visit a particular category more so than they do the rest of the year (off average plus 1.5x stdev.)
The results prove to be very insightful, indeed. Highlights, as well as possible causes for traffic surges below.
Finding #1 - BOOKS: Sites where users can purchase books and other written materials. Example: BarnesandNoble.com, Advanced Book Exchange Inc.
Sep (+7%), Oct (+9%) , Nov ’09 (+12%) – Start of school
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Finding #2 – E-CARDS: Sites that allow users to send cards online. Examples: AmericanGreetings Property, Hallmark.com, Evite.com & TOYS: Sites where users can purchase toys and games for children. Example: Pojo.com, Mattel Sites.
e-cards (+7%) and toys (+10%) both up during Dec ’09, during the gift giving holiday season.
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Finding #3 – TOYS: Sites that allow users to get information on their taxes, or file taxes online. Examples: Irs.gov, Turbotax.com.
Jan (+11%), Feb (+9%) – evidence of a head start to tax season.
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Finding #4 – RETAIL - MUSIC: Sites where users can purchase Music (CD's, Cassettes, etc.). Example: Columbia House Sites, iTunes.
Apr (+12%) – Although the reason is not obviously apparent, a quick glance at the audience increase between Apr ’09 and the prior month show household names of ITUNESDOWNLOADSTORE.COM increasing 25% and Walmart Music Store surging 99% in Hispanic Internet Users visiting their site.
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Finding #5 – During the month of May ’09 which houses Mothers Day, FLOWERS/GIFTS/GREETINGS +15%, TICKETS (Sites where users purchase tickets for concerts, sporting events, movies and theater. Examples: Ticketmaster.com, Moviefone) (+2%), E-CARDS (+7%), JEWLERY/LUXURY GOODS/ACCESSORIES (+7%), CAR RENTAL (+9%) all point to the flurry of activity surrounding this cherished holiday enjoyed by Latinos & non Latinos alike.
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Finally, although there was not a single month where overall Hispanic Internet Users visited more than the rest at least based on the aforementioned methodology, marketers can take advantage of seasonal well worn paths by category and plan well in advance year long. Be a Smart Marketer, maintain your edge above competitors by leveraging our newly found findings. Below are actual creatives of campaigns on Terra which mirror the themes from our findings.
Sources:
1.) comScore Sep ’09 – Sep ’10. Target: Hispanic Internet Users. Unique Visitor metric. Analysis performed by Terra USA Research.
By Natasha Funk
Published: November 2010 |
