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

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% discover content via seeing a trailer, game demo or music video. Many are on the look out for new releases with 46% active searching for new releases. 23% discover content via updates from friends and family.

Make it easy and fun to share content to engage consumers (e.g. tag friends to win, use a photo booth at a movie theater, engage with fans): 65% report sharing a song, movie and/or game they love on social. 48% share with personal friends, 17% use hashtags and @brands to share more widely, and 23% follow social accounts.

Add social ads and sponsored content to your social channel marketing mix: Social ads (11%), sponsored updated from YouTube/Vines stars (11%) and sponsored blogger update (6%) get some attention from this audience.

See more in-depth study results recently presented at Portada’s Digital Hollywood event:


Contact to get more information about the study.

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