Social Lens Research conducted an in-depth study for Mobile Future to understand whether high mobile adoption among Hispanics translates into increased usage for business. The focus of the Hispanic Business Growth and the Mobile Future study quantified for the first time the type of impact mobile is having on Hispanic-owned business growth and productivity.
In partnership with the United States Hispanic Chamber of Commerce (USHCC) and Latinos in Tech Innovation and Social Media (LATISM), the study surveyed 513 Hispanic small business owners.
The study demonstrates the multitude of ways that Hispanic business owners are turning to mobile to grow and manage their businesses with great results.
Growth: Mobile usage is translating into business growth (62%) with new clients and more sales. Many participants reported over 20% growth from using mobile technology.
Productivity: Most Hispanic businesses save at least one hour a day due to mobile usage (83%), a majority save significant time: 2-3 hours (39%) or 4+ hours a day (15%).
Top Benefits: Mobile is helping Hispanic businesses respond to customers faster (67%) and reach more customers via mobile optimized listings (38%) and a mobile friendly site (37%).
Key Business Activities: Most businesses use mobile apps to post on social media (82%), calendar (81%) and take notes (71%). Many also use mobile for more complex tasks, such as banking (55%), content creation (51%), purchases (32%) and expense tracking (29%).
Day without Mobile: Most said a day without mobile would impact their business (94%) and nearly 53% said it would be a “major disruption” or “utter catastrophe.”
Future Impact: A majority of businesses expect increased benefits from mobile in the future, with 52% expecting a “much bigger” impact.
Additional Mobile Resources Needed: Most Hispanic businesses want additional tools and resources (82%). Mobile marketing know-how (53%) and more useful business apps (43%) top the list of desired tools. Many even want to learn to code mobile apps themselves (38%) .
Stories from participants of the study illustrate the impact mobile is having on everyday business operations. Here are a few examples:
“Our website is mobile-friendly and we are able to communicate with potential clients within minutes – from anywhere in the world. Our team uses mobile devices for research, presentations, menu development and contract negotiations.”
Rebecca De Paris, Paris Caterer
“Availability of a personal hotspot is a huge asset as we demonstrate the educational games we develop in many remote areas where Internet access is unreliable. Being able to take pictures, blog and tweet from sites where we are testing increases interest from current and potential users. With staff and customers across the country, mobile technology allows us to meet virtually no matter what hotel room, airport or office we are in at the moment.”
Dr. AnnMaria De Mars, The Julia Group
“Mobile has been a cornerstone of our growth, from developing new customer applications to in field order taking and contract deployment. Mobile allows us to proactively deliver our offerings, thus creating a best-in-class user experience.”
Jesus Machuca Jr, Listas Locales
High adoption of mobile and social networking tools is a potential key business advantage for Hispanic businesses. The Hispanic communities’ willingness, mobile-first tendencies and high adoption rates translate into a business advantage.
Investing in mobile can help Hispanic businesses growth: Adopters of mobile for business see great benefits from more sales, increased productivity and better control. Small business advocates and organizations would benefit from offering more mobile marketing training. In particular, mobile app development trainings will provide a great opportunity to help more Hispanic business owners.
Business solution providers need to think mobile for Hispanic Businesses:. From banking solutions to more apps, increasing mobile capabilities provides a great opportunity to attract and better serve Hispanic business owners.
Reach Hispanic businesses via mobile marketing: Hispanic businesses are actively using social networks and apps. Engaging Hispanic businesses via mobile marketing is a great opportunity to reach and engage this fast growing population.
See the infographic for the study below:
The slide share for the study:
Learn more about the study here.
Social Lens Research announces the launch of participant recruitment for The Impact of Mobile Technology on Hispanic Businesses Study.
The study is being conducted for Mobile Future, in partnership with the US Hispanic Chamber of Commerce (USHCC) and Latinos in Tech Innovation and Social Media (LATISM) who will be critical to recruiting Hispanic Businesses. The study will focus on better understanding if and how Hispanic Business owners are using mobile to manage and grow their businesses.
Study objectives include:
which specific business activities are being conducted on mobile?
are Hispanic business owners invested in making their businesses mobile?
what is the economic impact of mobile on Hispanic business (e.g. new business, increased productivity)?
what is needed to help more Hispanic business owners take advantage of the mobile economy?
Please take the quick survey here.
As a small thank you, study participants will get first access to the study results!
Thanks for the help with the study!
Here is more background on the study partners:
Mobile Future (MobileFuture.org) is a coalition of cutting-edge technology and communications companies and a diverse group of non-profit organizations, working to support an environment which encourages investment and innovation in the dynamic wireless sector.
US Hispanic Chamber of Commerce (#USHCC) The USHCC is the leading advocate and resource for Hispanic businesses in the global market. Representing over 3.2 million U.S. Hispanic businesses, contributing in excess of $468 billion to the American economy each year.
Latinos in Tech Innovation and Social Media (#LATISM) is a nonprofit, nonpartisan organization dedicated to empowering Latino(a)s in the areas of education, health, technology & business through the use of tech innovation & social media.
Social Lens Research recently assisted Consumer Reports en Español and LATISM in a research study about the usage of multivitamins in the Latino community. The findings revealed that Latinos frequently use vitamins and supplements often at the suggestion of a health professional, but with little counseling on potential contraindications of the combination with prescription drugs. And while Latino parents believe in the health benefits of vitamins and supplements for themselves, they are less convinced about using them for their children. As a result, Latino children receive them only intermittently.
- Latinos are heavy users of multivitamins, with 66% taking them at least once a week. Most are taking vitamins for health reasons: 46% to stay healthy in general, 26% to balance diet and 20% to improve physical performance.
- 57% have received a health professional’s recommendation to take multivitamins.
- 56% did not discuss with a doctor or pharmacist any potential issues in combining vitamins and supplements with prescription medications.
- Latino children’s use of vitamins lags behind the use by Latino adults. Only 56% are receiving multivitamins once a week or more frequently, versus 66% for adults.
- Compared to adults, children are less likely to receive vitamins. 16% of children never receive vitamins compared to 10% of adults.
The study points to the need for Latinos to discuss their multivitamin usage with medical professionals to prevent any potential contraindications with prescription medications. Parents also need to better understand their children’s multivitamins needs and be more consistent about giving them to their children.
The 500 study participants were recruited via social networks and Latina influencers. Study participants were 95% women, with 51% having children under 18 years old and 65% speaking mostly or only Spanish at home.
The following articles and personal experiences were shared by a number of latina bloggers:
- Must Read Multivitamin Usage Info – These Results Will Surprise You #LATISM by @digital_latina
- Latino Children Are Less Likely to Take Multivitamins than Adults by @LatinMami
- Vitamins in the Latino Community by @mzelma
- Resultados de la encuesta sobre los latinos y el uso de multivitaminas gracias a Consumer Reports y LATISM by @NotasdeMama
- Understanding Multivitamin Usage In The Latino Community #LATISM by @ToughCookieMom
- Latinos y las vitaminas: contestación a tus preguntas #Latism by @estilofamiliar
- #LATISM Poll Results: Latinos and Their Use of Multivitamins and Supplements by @smashbravoteam
A summary of the results of the study are presented in the infographic below:
Tell us what you think. Surprising? Not surprising? Why? Share your thoughts in the space below.
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We are helping Cabot to better understand the needs of Hispanic consumers.
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More about Cabot:
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Social Lens Research and MocoSpace recently teamed up to understand how Latinos—America’s fastest-growing, highly mobile and social consumers—are hitting the road!
To better understand how Latinos plan, manage and share trip experiences, we surveyed 1,106 Latino adults using MocoSpace, a mobile gaming platform with over 7 million unique monthly visitors and an estimated 2.5 million U.S. Hispanic unique monthly visitors. Respondents were 100% U.S. Hispanics, almost equally split by gender, with 60% under 34 years old, and 57% parents.
The study found that during every stage of planning for a road trip, Latinos are using mobile phones and seeking more relevant location-based deals, rewards programs and mobile accessible travel content to assist with their trip planning. The study indicates that among Latinos who are leading the way on mobile adoption, the willingness to use mobile phones for trip planning has outpaced what functionality and content companies offer. Travel planning is likely just one example of the more advanced mobile functionality required to meet the highly mobile Latino consumer’s needs.
The Top Opportunities:
Think Latinos are hard to reach? Think again, Latinos are hardly difficult to reach! Marketers need to understand the most effective strategies for engagement.
Below are 6 critical ways to reach Latinos via mobile and social marketing efforts:
1: Mobile Travel Content: Create mobile-friendly travel content that helps Latinos discover your location as a destination. 75% want a better way to find new places to visit on their mobile phones
2: Location-Based Deals: Offer location-based deals via text messages and mobile ads. 69% want text ads and 59% want mobile ads with local deals
3: Mobile-Ready Booking and Planning Capabilities: Make it easier to book and plan trips on-the-go. 61% want an easier way to book hotel rooms. 55% want a better trip planning app.
4: Create Customer Rewards Programs That Are Available and Accessible On-the-Go: Provide a reward program that is easy to access and use on a mobile phone. 57% want rewards and ways to earn points with their favorite brands.
5: Encourage social sharing about your business with rewards, contest and campaigns. 52% share trip plans, 56% share experiences and 72% share pictures after their trips.
6: Family-Friendly Messaging: Consider making your message family-friendly and welcoming to larger travel groups. 42% travel with kids. 33% are traveling with parents.
Here is the Latinos on the Road: A Social and Mobile Ride Infographic with key findings from the study:
Take the next steps to mobile readiness and learn more about the study. Contact us at firstname.lastname@example.org.
Reference: Key Latino Stats
Population Growth: According to Neilsen, Latinos are the fastest growing population in the U.S. with a total of 52 million, accounting for 50% of population growth between 2000 and 2011. On the average, Latinos are ten years younger than the general market.
Mobile Adoption: The Pew Research Center reports Latinos are more likely to own cellphones and smartphones at higher rates than the general market: Cellphones: 86% versus 84%; Smartphones: 49% versus 46%
Social Media Usage: Pew also reports that Latinos are more “social”, 68% of Latino internet users use social networks versus 58% for general markets.
Travel: Nearly 60% Hispanics ages 18 to 29 years of age have taken a trip within the U.S in the last year or a trip abroad within the last 3 years. Hispanic millennials are also more than twice as likely to travel by car than plane, 57% traveling by car and 25% by plane.
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The back to school season is big business with a recent projection of the National Retail Federation expecting spend to reach $80.3 billion. Spending is expected to go up by 14%. However, 85% of families say that the economy will impact how, when and where they shop. Consumers are delaying purchases, seeking online deals and mobile to get the best deal. So it’s a season of “doing your homework” to get the best deals and focusing on “needs versus wants”. Take a look at the infographic and podcast from National Retail Federation for more details.
I took a quick look at Social Mention to see what is driving the conversation on back-to-school and if their any conversations that were standing out. Beyond a few sponsored campaign, what really stood out was the shopping hauls on youtube.
Haul videos showcase a shoppers purchases in minute detail. Most of the videos feature the where, how much and why of each purchase. These haul videos are not just entertainment but can drive spending. A recent study from Google highlights the importance of video to shopping decisions, especially with millennials :
- 4 in 10 shoppers visited a store online or in-person as a direct result of watching a video online
- Nearly 1 in 3 shoppers use YouTube to shop for apparel
- Thirty-four percent of apparel shoppers are more likely to purchase after viewing an online video ad, versus 16% after watching an ad on TV.
- Millennials (aged 18-34) are twice as likely than other age groups to rely on a video to decide which company to purchase from, and are regularly turning to YouTube for shopping advice.
- There are nearly 600,000 shopping “haul” videos on YouTube, more than 35,000 of which were uploaded within the last month alone
The audiences of back-to-school haul videos are large with the videos reaching millions. The haul video creators offer a mix of over the top shopping voyerism and girl next door how to look good on a budget pragmatism.
Meredith at StilaBabe09 is like the shopping buddy you wish you had as a teen and she has a good eye for deals. She offers her audience a look at what the cool kids might be wearing and how to have fun on a budget with your shopping choices. There is a lot of focus on price and tips on how to use the shopping finds. Her videos are engaging and interactive (i.e., tell me what you think about these shoes?).Channel: StilaBabe09 Views: 14,908,823 Subscribers: 178,153 A recent back to school shopping haul: Beautybaby44 knows how to shop and as a few of the viewiers mentioned in the comments she seems to have some cash to spend. There is a more aspirational versus everyday teen vibe to her videos but she delivers on a lot of trendy finds to her big audience. Channel: Beautybaby44 Views: 107,998,349 Subscribers: 171,653 Her back to school haul video: My top takeaways :
- Hauler videos make it clear that one of the funnest parts of shopping is the sharing part . Tap into the desire to share by making it easy and even rewarding for those that share. Look at things like a leader board and sharing top picks from your community on your social networks.
- Back to school shopping is really a more grown-up version of dress up. Shoppers are playing around with looks and spend a lot of time creating outfits and looks. Look at ways to help shoppers create a personal “look book” and plan out outfits.
- A constant theme in these videos is “it adds pop to a plain outfit”. Consider how to deliver “snack size” style tips online and in the store to spur purchase, especially around accessories.
- A good find was often defined as a lot of style for the price versus just being on sale. Well priced and/or aggressively discounting some of the trendy items might be a good way to attract these shoppers.
- Understand that their is a lot of anxiety involved in back to school shopping. A lot of comments involve stress around back to school and request for more videos like what’s in your back pack. Create “chill moments’ for your shoppers like a chill lounge, “stop stressing” campaign and/or a on the spot mini spa treatment. Offer checklist and other be ready type of info for shoppers.
- Shoppers are sharing what they think is “cool” and giving a lot of feedback on price and quality in these videos. Add watching hauler videos to your insight/marketing departments to do list.
- Your super fans are creating content about you and you need to leverage that. Make to sure to start identifying your fans and look at ways to reward (fashion spreads with top haulers instead of models) and engage them in your creative process and planning.
- Your target is watching hauler videos, these videos are getting major views. Look at adding YouTube campaigns and video ads to your marketing mix.