RECENT PUBLIC STUDIES 

Faced with budget constraints, multicultural audiences turn to mobile phones for better health

Public health marketers trying to reach multicultural audiences need to take a mobile-first approach. Multicultural audiences tend to have larger out-of-pocket health expenses, delay seeking help from medical professionals and are more apt to look to mobile devices to manage their health. Top implications for public health marketers trying to reach multicultural audiences include: Budget constraints need to be addressed and taken into consideration in order to help multicultural audiences make positive health choices, especially Hispanics. Hispanics (76%) and African Americans (67%) were more likely than whites (59%) to say that budget at least sometimes limited their ability to make healthy choices. Hispanics (67%) and African Americans (67%) were also more likely than whites (52%) to say they sometimes avoided seeking medical help because of the cost. Health educational campaigns need to be mobile-optimized to reach multicultural audiences. 94% of Hispanics and 93% of African American respondents reported using mobile phones to help achieve their health goals compared to 88% Whites. 58% have used their phones to research information about a health issue. Hispanics (59%) and African American (61%) were more likely to use their phone to find health information than whites (56%). Social media distribution, influencer outreach, and mobile apps are great opportunities for initial attainment and ongoing engagement with multicultural audiences Hispanics (44%) and African Americans (40%) were more likely than whites (32%) to follow health-related social accounts Hispanics (46%) and African Americans (45%) were more likely than whites (39%) to read a blog for health info. Health app usage is high across ethnic groups at 57%. Hispanics (61%) and African American (60%) over-index on the use...

Campaigns Miss Out With Multicultural Mobile Gamers

60% of multicultural gamers have had no recent contact from a campaign As 2016 heats up, mobile gamers are following the election and engaging with candidates via social media, despite being largely ignored by campaigns.   That’s a top finding in a MocoSpace Community Check-In conducted by Social Lens Research. The survey had 2,351 completes and was fielded last weekend, February 13 to 14 without an incentive. The respondents were 46% white, 31% African-American and 16% Hispanic. MocoSpace is a top mobile gaming community with more than 50 million users. This diverse community represents digital-first populations who live online, are eligible to vote and plan to vote in above average numbers.They are highly active on social media, and widely broadcast their views to their networks.  And they are a growing part of the electorate.  Gamers are expected to grow to close to 56% of all Americans in 2016, and mobile games are played weekly by half the likely voting population. A third of likely Democratic voters play daily.   Key Findings: Opportunity To Increase Engagement: MocoSpace Community members are watching the 2016 campaign carefully.  Seventy percent read campaign stories via social media at least occasionally, 31% frequently. But 60% have had no recent contact from a campaign. African Americans The Most Engaged: More voted last time [83%],  more are registered to vote now [87%], and African Americans are most engaged with the campaign on social media. And they are solidly for Hillary Clinton – 54% more likely than the general population. Hispanics Not As Engaged: Least likely to be registered, not as committed as African Americans to Democrats or Hillary Clinton....

New Study: Mobile Commerce Adoption Trends among Millennials

A new Social Lens Research study conducted in partnership with MocoSpace, a top gaming community, highlights that marketers who offer deals, contests, localized content and optimized mobile experiences have the opportunity to better reach and generate mobile commerce sales among Millennials. Mobile commerce is gaining traction amongst Millennials, 35% of respondents purchase via mobile phones today. Millennials that purchase on their phone do so regularly, 91% purchase monthly. In order to accelerate mobile commerce adoption, marketers have some clear opportunities to improve the ad content and mobile commerce experience; 64% say none of the mobile ads they see usually are relevant or useful; only 9% feel that companies offer a great experience once they click on an ad. Given how mobile savvy and active MocoSpace Millennial users are, the feedback is telling: optimizing mobile ads and commerce experience is still in the early stages. Key findings from the study include: The current state of mobile commerce: Millennials are starting to shift spending to mobile. Those that shift to mobile buy regularly and spend significant amounts. • 35% of all Millennials surveyed buy via phone currently • 23% buy via the mobile internet • 18% use an app to buy on their mobile • 91% of mobile commerce users purchase monthly • 30% of mobile commerce users purchase over $50 monthly via their phone Increasing mobile commerce adoption will require a mix of more useful and relevant mobile ads and an optimized mobile commerce experience. Discovery: Big opportunities exist to increase the relevancy and usefulness of mobile ads by using smartphone features to customize, increase the entertainment value and localize...

Mobile Marketing Study Shows Why the Entertainment Industry Should Target Hispanic Millennials this Holiday Season

Over 50% of respondents plan to purchase entertainment gifts this holiday season. Social Lens Research and MocoSpace teamed-up to conduct a community check-in to better understand the entertainment consumption habits of the MocoSpace community. The study included over 1,000 Millennials, 28% of respondents were Hispanic Millennials (367). A key finding was that even within MocoSpace’s mobile savvy community, Hispanic Millennials over-indexed on consuming most or all of their entertainment via a mobile device, 66% versus 54% for non-Hispanics. As we get into the 2014 holiday season, Hispanic Millennials represent a prime mobile marketing opportunity for the entertainment industry. Half (50%) of Hispanic Millennials expect to purchase entertainment gifts this holiday. Some of the top entertainment related gifts include: 34% new gaming console 24% streaming TV device (Chromecast, Roku, Apple TV) 24% new video games 12% Blue-ray/other DVD 9% Google Play gift card 9% iTunes gift card In addition, Hispanic Millennials plan to purchase new electronics (new phone 38%, new computer 24% and tablet 23%) which often translates into other content purchases e.g. app, movie, and music. Our previous study on Hispanic moviegoers showed that many (32%) celebrate the holiday by going to a movie. The findings add up to entertainment purchases being a big category for Hispanic Millennials this holiday season. Get your mobile marketing strategy ready with these key study takeaways: Get to know your target Hispanic consumers: 59% of Hispanic Millennials surveyed believe their entertainment preferences are unique or original, with only 13% saying their taste is much like their peers. Invest in content that differentiates your release, get active on social to reach potential consumers: 48%...

New Study: Hispanic Business Growth and the Mobile Future (Infographic)

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. Key Findings: 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...

Looking Good with Mobile: Trends in the Beauty Purchasing Habits of African American Women

Today, Social lens Research in partnership with MocoSpace  and Identity launched a new study on the mobile beauty habits of African American Women.   The study found that 73% of African American Women versus 64% of the total population surveyed use mobile to research products, find deals and compare prices. The mobile-optimized survey was fielded via the MocoSpace platform over a seven day period, recruiting 9,209 in the US without an incentive. African American women (1,874) were 20% of the respondents. Identity offered strategic input and in-depth market expertise. Key findings on the mobile beauty habits of African American Women: More likely than the total population to use mobile to find deals: 41% versus 32% compare prices 39% versus 31% look for deals on mobile Over-indexing on using mobile to research products: 35% versus 27% use mobile search 23% versus 18% ask friend for advice 29% versus 24% check reviews for a product 15% versus 11% check social profile for product More interested in engaging with brands on mobile: 40% versus 33% want to use mobile site 31% versus 22% want mobile deal alerts 27% versus 22% are interested in downloading a brand’s app Have a higher likelihood to purchase via mobile: 21% versus 11% use mobile to purchase The study’s top implications beauty manufactures and retailers: Connect with consumers wherever they are and offer opportunities for interaction:  “The findings from this study underscore the significance of beauty & grooming to the AA Market and the need to connect with them wherever they are. Furthermore it cements the mobile platform as a leading “passion” channel to sustain conversations, share information and be a platform of...

Calling all Hispanic Business Owners! Tell Us About Your Mobile Usage

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...

Mobile Marketing Tips for Reaching Hispanic Movie Goers (Infographic)

Our new report, Hispanics Go to the Movies: Starring Mobile and Social, conducted via MocoSpace, a mobile game platform, with strategy guidance from Lopez Negrete Communications, Inc., offers statistics and insights about Hispanics’ movie-going attendance and purchase decisions. The study recruited 2,308 US Hispanics. The findings highlight prime opportunities for engaging Hispanic movie-going consumers via mobile marketing efforts. Top mobile marketing and mCommerce opportunities for reaching Hispanic moviegoers: #1 – Holiday and Opening weekend promos and deal alerts: Offer promos, campaigns and deal alerts around holidays and weekends to encourage more Hispanics to choose your movie or theater. 73% reported going to a movie theater over a holiday and 58% on movie opening weekends. Timely mobile tactics are simple and easy ways to attract more Hispanics to a show time at your theater. 38% indicated an interest in more mobile promos and discount alerts. #2 – Make it a more local/social/rewarding movie experience: Movie going by nature is a local experience. It’s not surprising that up to 75% use their mobile to find a movie listing and that 39% of Hispanics go directly to a local theater’s website to find a listing.  A little more surprising however, is that 16% are physically going to a theater to see what movies are playing. Given the high rates of opening weekend or holiday attendance, there are opportunities to have more location-specific experiences and social events focused in top Hispanic DMAs, to drive buzz and sales for theaters or movie producers. There are many easy and cost-effective social tactics to reward and incentivize customers e.g. a badge for the person who gets the most friends to attend, free...

Recap Post: Multivitamins and Latinos: Heavy Usage with Minimal Doctor Supervision

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.  Top implications: 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...

Latina Moms with Mobile Enabled Kids: a new parenting challenge (Infographic)

Latinos are early adopters of mobile phones and 28% more likely to own a mobile phone than non-Hispanic whites. How do Latina moms monitor mobile security risks? To find out, we recruited 270 Latina moms—150 had already purchased phones for their children and 120 are about to purchase a mobile phone for their child. We explored how Latino children use mobile phones and the ways their mothers monitor phone usage. Findings of the “Latina Moms on Mobile Phone Security for their Children” report: The age children are given their first mobile phone is getting younger. The rapid adoption of smartphone technology and affordable family plans are leading to children being given access to mobile phones at earlier ages. For Latino children, the average age is 12. And in the next six months, 43% of moms surveyed are planning to get children younger than 12 years old their first phone. In some families, children as young as 5 years of age. While mobile phones may help Latino Moms manage children more effectively they also add a new parenting challenge. The two main reasons Latina moms have given for opting to get their children mobile phones are to: 1) track their children’s whereabouts and, 2) have the ability to communicate with them. The phones have become an important way for moms to manage their increasingly independent children. But conversely the phones have added a new and significant parenting challenge—ensuring that their children are using their phones safely and wisely. Moms are mostly concerned that their children may be wasting time, using their phone unwisely and accessing inappropriate content. The top three...
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