Connecting With Hispanic Youth… - East Valley Hispanic Chamber

Connecting with
Hispanic Youth
A Closer Look At Your Opportunity
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Population
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Hispanic Youth Are
Setting Their Own Path
Arizona
East Valley
325,955 Hispanic Youth (10-17)
49,415 Hispanic Youth (10-17)
in Arizona
in the East Valley
Account For 46% of Total Youth
(10-17) Population in Arizona
Account For 33% of Total Youth
(10-17) Population in the East Valley
14% growth expected with 10-17
18% growth expected with 10-17
population over the next 5 years
population over the next 5 years
Source: Geoscape. American Marketscape Datastream 2012 Series. Produced by the Geoscape ® Intelligence System (GIS); Persons 10-17; 2012 Estimates, 2017 Projections
*East Valley includes: Apache Junction, Chandler, Gilbert, Mesa, Queen Creek, San Tan Valley, Tempe
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Future Consumers
93%
Hispanics are projected
to contribute virtually
ALL of the East Valley
Youth growth in the
next five years!
(2012-2017)
Source: Geoscape. American Marketscape Datastream 2012 Series. Produced by the Geoscape ® Intelligence System (GIS); Persons 10-17; 2012 Estimates, 2017 Projections,
*East Valley includes: Apache Junction, Chandler, Gilbert, Mesa, Queen Creek, San Tan Valley, Tempe
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Education
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If Not For Hispanics, Total Maricopa County
School Enrollment Would Have Decreased Over The
Past 2 Years!
% Growth Among Those Enrolled
2011-2013
2.1%
1.2%
-0.1%
Pre-School thru 12th grade
Total Population
Hispanic
Non-Hispanic
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Source: AZ Dept of Education, annual school enrollment, Pre-School thru
12th
grade, Maricopa County; 2011-2012 to 2012-2013
College Enrollment for Hispanics will
Outpace the Total Population
Enrollment in all Postsecondary Degree-granting Institutions
2010- 2020
2010-2020
25000
Total
+12%
In Thousands
20000
White Non-Hispanic
15000
+1%
10000
Hispanic
5000
+41%
0
2010
2011
2012
2013
2014
2015
2016
2017
2018
SOURCE: U.S. Department of Education, National Center for Education Statistics, Integrated Postsecondary Education Data System, 2010
Enrollment in Degree-Granting Institutions by Race/Ethnicity Model, 2010-2020
2019
2020
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East Valley Hispanics More Likely To Having
Just Entered Or Preparing To Enter College
A18+ Who Just Entered or is
Preparing to Enter College
119
95
Index
Non-Hispanic
Hispanic
East Valley Hispanics are 19% more
likely than the market average
Source: Simmons Local Phoenix, Spring 2012, Adults18+ who just entered or is preparing to enter college; Base: East Valley zip codes
*East Valley includes: Apache Junction, Chandler, Gilbert, Mesa, Queen Creek, San Tan Valley, Tempe
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So…How do you Connect
with the Hispanic Youth?
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Passion Points
Leveraging
Passion Points
Fuels
Cultural
Pride
Creates
Emotional
Connection
with Brand
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dancing
technology
community
music
friendships
language
cars
celebrities
family
S o c c e r
Key Passion Points
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Language
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Majority Of East Valley Teens
Are Bilingual
Hispanic Teens 12-17
English Only
Spanish Only
5% 3%
Almost All
Teens
(95%)
92%
Speak Spanish
Bilingual
Source: Arbitron Population Universe, East Valley Hispanic Teens 12-17, Jan-Mar 2013
*East Valley defined as: Chandler, Gilbert, Mesa, Queen Creek, Tempe
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There is a Strong Desire to
Retain “Hispanidad”
96%
Say that although they
follow American
customs and traditions,
they will never stop
doing things that are
part of their culture and
heritage
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Source: 2010 Yankelovich Monitor Multicultural Marketing Study, Base: Hispanic Persons 16-19
Hispanic Youth Embrace
Their Heritage
96%
“Feel proud of my
Hispanic background”
88%
“Would like to participate in more activities
that celebrate my Hispanic Heritage
84%
“Feel need to preserve my
own cultural traditions”
79%
“Spanish language is more important
to me than it was 5 years ago”
Source: 2010 Yankelovich Monitor Multicultural Marketing Study, Base: Hispanic Persons 16-19
Technology
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Phoenix Hispanics 12-24
Have High Smartphone
Ownership Levels
80%
of Hispanics own
Smartphones;
vs 76% for
white Non-Hispanics
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Source: Nielsen Mobile Media Marketplace, Q1 2013, Phoenix DMA P12-24; Base: Cell Phone Owners
Technology Connects Phoenix
Youth to What Matters Most
% Phoenix Hispanics 12-24
98%
Use Smartphones to access the Internet
75%
Use Smartphones to communicate via
Email
61%
Use Smartphones for picture downloads
76%
Makes it easier to connect with friends
and family
67%
Helps me follow the latest events in my
country of origin
42%
Has made it easer for me to stay
connected to my culture and heritage
Source: (1,2,3) Nielsen Mobile Media Marketplace, Q1 2013, Phoenix DMA P12-24; Base: Cell Phone Owners
(4,5,6) 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke; Hispanics 12-24
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Hispanic Youth Are Active
Users of Social Media
Total Hispanic Youth
86% 40%
Total Hispanic Other
47%
14%
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Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Persons 12-24
Music
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Music is A Key Element of Cultural
Connection Among Hispanic Youth
68%
Of Culturally Connected Youth agree:
“I prefer to listen to
Latino culture inspired
music”
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Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke. Persons 12-24
Spanish Radio Formats Continue To Grow Their
Share of Teen Listening In The Phoenix Metro!
Regional Mexican
Spanish Pop
Spanish Adult Hits
All Spanish Formats
+59%
+30%
+73%
+54%
Share of Radio Listening
2013:
11.3%
2012:
7.1%
Share of Radio Listening
2013:
4.3%
2012:
3.3%
Share of Radio Listening
2013:
3.8%
2012:
2.2%
Share of Radio Listening
2013:
19.4%
2012:
12.6%
Source: Arbitron Phoenix Metro, 2012-2013 (Jan-Feb-Mar), Teens 12-17, Mon-Fri 6a-7p; Average Quarter Hour Listening
Radio Personalities Provide
A Very Strong Cultural Connection
75%
More than 3/4 of Listeners turn the
radio on because they know their
favorite personality is on the air
…And listen longer because of them!
Eddie “Piolín” Sotelo, of the
Piolín por la Mañana Show
Top 100 Most Influential
Hispanics, by
People en Español
Source: University of Southern California, “Parasocial Interaction Between On-air
Radio Personalities and Listeners,” 2012.
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Hispanic Youth are Very ENGAGED
with Spanish Radio
74% More Time Spent
With Spanish Radio
KHOT105.9FM
Phoenix Metro Hispanic Teens Spend 74% More
Time Listening to Spanish Language Radio!
Hispanic
Teens
12-17
Time Spent with
Eng Lang Radio
Time Spent with
Span Lang Radio
% More with
Span Lang
2:30
4:00
74%
Source: Phoenix Arbitron PPM Q1 2013, Hispanic Teens, Time Spent Listening, Total Week (Mon-Sun 6a-mid)
(Top 5 SL Stations vs. Top 5 EL Stations among Teens)
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Univision Radio = Massive Reach
79,400
Total Hispanic Teen Listeners Each Week
That’s 56% Of The Hispanic Teen Population In Phoenix!
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Source: Arbitron PPM Q1 2013 (Jan-Feb-Mar) Phoenix Metro – Unduplicated Teens 12-17, Weekly Cume M-Su 6A-12M
Digital Media Offerings
Connecting With Hispanic Youth…Anywhere, Anytime!
Mobile
* Mobile Websites
* Apps
* Texting
Internet
Audio Streaming
Stream Radio Station
programming via computer
or mobile device
* Hispanic Youth are engaged
with the Internet more than
ever before.
* Internet usage, purchasing
and ad receptiveness have
grown more than nonHispanics
Social Media
Use Social Media to:
-Build viral conversations
- enable users to consume
your brand
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Key Takeaways
Hispanic Youth are your future consumers!
Hispanic college enrollment growing more than ever before!
Although bilingual, Hispanic Youth continue to embrace
their culture and heritage!
Connect with key passion points, especially Technology and
Music
Spanish Radio formats lead and connect with Hispanic Youth!
Utilize Spanish Media’s digital platforms to connect
Hispanic Youth with your brand!
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Thank You!!!
Kevin Norgaard
Director of Research
602-232-3514
[email protected]
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