Online Video Consumption “It’s an Ethnic thing”
Nearly 80% of minorities regularly watch online videos, compared with less than 70% of Caucasians (Pew Internet & American Life Project). Further research from Nielsen reported on the degree of online video consumption across African-American, Asian, Hispanic and Caucasian consumers in the U.S. Turns out Caucasians consumed less than four hours of online video per month, while Asians watched 11 hours, Hispanics watched 7 hours and AA watched up to 6 hours per month, respectively. Though Nielsen’s numbers addressed mainly PC based viewing, it is unlikely consumption through connected devices would skew the numbers differently as we know from a host of other syndicated reports that Ethnic groups are tech savvy, early adopters, highly social and outpace the General Market population in all things digital (time spent with social media, music streaming, video streaming) and mobile (# of texts, # of mobile calls, # of music/photo/video downloads).
What are they consuming? “Are you not entertained?!?!”
Hands down, MC targets have a high affinity for consuming entertainment content online (lifestyle, comedy, music video, sports, fashion, beauty, food, how-to tutorials and much more). On YouTube, minorities are capturing the larger share of audiences, a marked contrast to the most popular shows on mainstream television, where most of the stars are largely Caucasians. Among the 20 most-subscribed-to-channels on YouTube, eight feature minorities (most are Asian American, many more Black and Latino shows populate the top 50). These minority-produced, home-grown videos are drawing massive audiences (the top one on YouTube has 5.2MM subscribers) and rightfully so as these overlooked segments are hungry for content that speaks in their voice, in their culture and showcases what motivates and entertains them most. Networks play it safe by appealing to broader audiences, not accurately reflecting the new U.S. Mainstream and leaving an opening for Minorities to take content consumption & creation into their own hands.
Hispanics and Online Video: “Living La Vida Digital”
Hispanic online video consumption is being led by its Millennials who are young, supremely social, digitally connected and dominating smart phone and tablet growth in the U.S. New platform creators are quickly taking notice as Latino usage gains momentum. YouTube currently has 15 networks (and growing) focused solely on Latino lifestyle content (check out http://www.youtube.com/user/mitu for a preview of the type of content shaping preferences today.) Terra.com and QuePasa.com announced a video distribution partnership in 2011, whereby Terra TV content would be incorporated into Quepasa’s video platform to offer consumers News, Sports, and Entertainment exclusive to Terra.com. NBCU/Telemundo are investing in the
first time that the Super Bowl will be held in the Dallas–Fort Worth area and only the third time it will be held in Texas. The game, to be played on February 6, 2011, will pit the champions of the AFC and the NFC and for marketers focused on U.S. Hispanics of Mexican descent, the game pits professional football against fútbol. More and more NFL teams are courting the lucrative Latino market in attempt to tap into an aggressive fan base ready to shell out consumer dollars. The NFL’s strategic…
fat accumulation, which can be distinguished by a body mass index of 30 or above using a simple measurement of weight to height ratio (WHO 2006a). According to Sassi, the country of the U.S., Canada and Ireland are still raising obesity rate but slowing pace. However, childhood obesity rates are slowing in the U.S., as well as in England, France and Korea (2013). Obesity increases the risk of many health conditions, including coronary heart disease, stroke, and high blood pressure, type 2 diabetes…
News, Issues and Trends in the Hispanic Market. From the perspective of Taylor PRimero. May 4, 2009 Hispanic Women Lead the Mom Market Becoming One of the Most Appealing Targets for Marketers Hispanic spending is projected to reach $1.2 trillion by 2012, according to the US Census. One cause of this rapid growth of families (50% growth over the past 7 years) comes from births, which means Hispanic moms are becoming the decision and purchasing makers not only for themselves but also for…
Gangs and Crime Paramilitary groups trading fire with U.S. agents. Kidnappings and murders of U.S. citizens. Members of al-Qaida, Hezbollah and other terrorist organizations infiltrating the border on a routine basis. We are not talking about Iraq – but Texas. One of the clearest indicators the United States has lost control of its southwest border is the ease with which thousands of tons of drugs and millions of illegal aliens are crossing the U.S. border on an annual basis. This open borders policy…
at a much more critical level is difficult. Most school systems “do not have the local funding available”. According to N.A.B.E (National Assocation for Bilingual Education) 4. 74% of Hispanics 5 years and older spoke spanish at home. 5. 23% of elementary and high school students that were hispanic. 6. Hispanic teachers only make up 8% of the teaching workforce. Transition: Now that I have told you about the problems that occur with bilingual education, I want to tell you about some solutions…
predicted through 2017. Growth is likely driven by body care and deodorant, which provide functional benefits that are resonating with men. Growth is also being driven by older men becoming more concerned about their appearance, the growing population of Hispanic men, and men staying single longer. Segments like facial skincare and haircare are relatively small when compared to the total market, which suggests that men don’t think “male-specific” products are necessary in these segments and feel that general…
margaret d. carroll, m.s.p.h.; and Katherine m. flegal, ph.d. Key findings: Data from the National Health and Nutrition Examination Survey, 2005– 2008 • Among men, obesity prevalence is generally similar at all income levels, however, among non-Hispanic black and Mexican-American men those with higher income are more likely to be obese than those with low income. • Higher income women are less likely to be obese than low income women, but most obese women are not low income. • There is no significant…
Creighton university – masters in business administration program Whole Foods and Marketing to Hispanics Multicultural Marketing Jeremy Griffith At its most basic premise, the case for businesses expanding their marketing beyond so-called general market strategies and methods to appeal to a multicultural consumer base is a simple one. Not only has the ethnic segment been the fastest growing in the United States for quite some time, it is estimated by David Burgos and Ola Mobolade (co-authors…
Diversity in the U.S. Diversity in the U.S. ETH/125 March 9, 2014 Dr. Henry Williams Introduction A class on Diversity is needed for every individual. This course, since I’ve taken it, I now have more knowledge and have obtained on the difference of Diversity. I am able to cope with the situation. This course I received from my Instructor Dr. Henry Williams holds much value and I now have and understanding of Diversity, so now I know I should…
