Digital Hispanics : The Role of Culture and Language Online презентация

age 18-64
Online responses and face-to-face recruit
US Hispanic internet users recruited based on age, gender, language group composition, region and nationality
Digital users (use smartphone, computer, tablet to access Internet)
Purchase made in the past 6 months as decision-maker in relevant categories (CPG, Travel, Restaurants, Entertainment, Technology, Auto, Retail, Health, Finance)

Which of the following best describes the language you speak most often at home?
Google/Ipsos MediaCT Role of Language Q.3 Which of the following best describes how you use English and Spanish when online? Please think about the online content you watch or read, sites you visit, apps you use, etc

The language Digital Hispanics use offline does not define the language of the content they consume online

Español

English

comfortable consuming English content across at least one online activity (communicate, share, shop, research, find quick info)

Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.12 When it comes to each of these online activities, how comfortable are you consuming content in English?

used Spanish to look for information using a search engine

Base: n=4,454 Digital Hispanics who use search engines at least monthly
Google/Ipsos MediaCT Role of Language Q.18 What language(s) do you typically use to look for information using a search engine? Specifically, please think of the words and phrases you type in to conduct your search across all your devices. Please select one response only.

Insight:
Nearly 3 in 4 Digital Hispanics have searched in Spanish in Telecom and Finance category

purchase, n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about these (VERTICAL) purchases, how important were the following for you to engage/use the website/app?
Google/Ipsos MediaCT Role of Language Q.27 Now we would like you to think about the advertising that you see on the Internet. In general, how often do you pay attention to or notice online ads?
Google/Ipsos MediaCT Role of Language Q.46 How much do you agree or disagree with each of the following statements?  

Culture engages Digital Hispanics regardless of language

41%
Digital Hispanics feel more favorably about brands that include aspects of their Hispanic culture in their advertising

who made a vertical purchase say it is important that a web page had content that was relevant to them as Hispanic, regardless of language

Base: Digital Hispanics who used online sources (n=2,405); Digital Hispanics who used online sources CPG quota (n=207); Digital Hispanics who used online sources Health quota (n=171)
Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about these (VERTICAL) purchases, how important were the following for you to engage/use the website/app?

of Language Q.48 Which of the following things make you feel most connected to your Hispanic culture and cultural identity? Please select all that apply.

advertising more appealing

Topics/ Features

Visuals

Language

Entertainment

Influencers/ Testimonials

Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.49 Listed below are a variety of ways a brand or company can make their website or advertising more appealing to you as a Hispanic. Which of the following would you find most appealing if they were included in the website/advertising? Please select up to 5 responses.

- above family, TV and radio

Base: n=4,533 total Digital Hispanic respondents
Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that apply.

Digital Hispanics' reliance on online sources is 20 percentage points higher than reliance on TV.

Quota (n=503)
Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that apply.

For Retail and Auto purchasers, Online was the number one source used

Hispanics who used online sources when making a purchase
Google/Ipsos MediaCT Role of Language Q.33 When did you use the Internet (e.g., websites, apps) to gather information for your (VERTICAL) purchases? Please select all that apply.

during the research phase

Base: Total Digital Hispanics in Auto Quota who used online sources (n=241)

Google/Ipsos MediaCT Role of Language Q.33 When did you use the Internet (e.g., websites, apps) to gather information for your (VERTICAL) purchases? Please select all that apply.

seeing an online ad took action

Insight:
66% of Digital Hispanics pay attention to online ads vs. 47% in the general market

Base: n=1,461 total Digital Hispanics who remember online ads; n=4,533 total Digital Hispanic respondents, n=1,847 total Digital Gen Pop respondents
Google/Ipsos MediaCT Role of Language Q.45 Which of the following actions, if any, did you take as a result of seeing or hearing any online advertising (e.g., advertising on a website, in a video, in a search listing) related to your (VERTICAL) purchases? Please select all that apply.
Google/Ipsos MediaCT Role of Language Q.29 Which types of online advertisements do you pay attention to, either to find out more information or visit an advertiser's website? Please select all that apply.

a purchase

Insight:
79% Digital Hispanics search at least daily
68% Digital Hispanics who search, search on their mobile devices

n=2,386 Digital Hispanics who  used online sources to research purchase, Base: n=4,533 total Digital Hispanic respondents, n=4,454 Digital Hispanics who use search engines at least monthly Google/Ipsos MediaCT Role of Language Q.35 Did you use each of the following online sources (websites/apps) as you researched and gathered information about your (VERTICAL) purchases? Please think about any online sources you may have used on your devices.
Google/Ipsos MediaCT Role of Language Q.15 How often, if ever, do you use search engines (e.g., Google, Bing) to look for information online?
Google/Ipsos MediaCT Role of Language Q.16 Now, we'd like you to think about how you use search engines specifically. Which device(s) do you use to look for information using a search engine? Please select all that apply.

during the purchase process

Entertainment

Among Entertainment purchasers , 9 in 10 used search to gather information about a purchase.

Base: Digital Hispanics in Entertainment quota who used online sources for vertical purchases (n=306)

Google/Ipsos MediaCT Role of Language Q.35 Did you use each of the following online sources (websites/apps) as you researched and gathered information about your (VERTICAL) purchases? Please think about any online sources you may have used on your devices.

analysis showing unique users searching in spanish across key categories (Auto, FBR, CPG, Finance, etc…)

key categories (Auto, FBR, CPG, Finance, etc…)

Growth in Spanish Queries 2011-2014

Base: n= 3,025 Digital Hispanics who search in at least some Spanish
Google/Ipsos MediaCT Role of Language Q.24 Which of the following best describes how you feel when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only.
Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only.

Hispanics who made a Restaurant purchase were fine if they came upon sites in English

Digital Hispanics who made an Entertainment purchase were fine if they came upon sites in English

Base: Digital Hispanics in Entertainment Quota who did not always visit sites with Spanish content (n=217); Digital Hispanics in Restaurants Quota who did not always visit sites with Spanish content (n=148)
Google/Ipsos MediaCT Role of Language Q.40 Which of the following best describes your feelings when you visited a website as you looked for information about your (INSERT VERTICAL TEXT) purchases and found that the website did not have Spanish-language content? Please select one response only.

only






Digital Hispanics
will look for a Spanish website instead

Spanish is an added value for Digital Hispanic who continue to search for relevant content

Base: Digital Hispanics who search in at least some Spanish (n=3,025)
Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only.

relevance is key for Hispanics regardless of language

Online sources are the preferred source to inform purchases