EthnicMajority

(Marketing Charts) More than 3 in 5 African American, Hispanic, and Asian American women in the US have a smartphone in their household, compared to just one-third of Caucasian women, according to [download page] a November 2011 report from Nielsen. Data from “Women of Tomorrow” indicates that levels of adoption among other technologies are much more similar: roughly 95% of women across all ethnicities are connected to the Internet and TV, slightly edging cell phone penetration rates. TV has the highest level of penetration for Asian American (98%), African American (96%), and Caucasian (96%) women, while the internet takes primacy among Hispanic women (97%).

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(CNN) In the same way Hispanics have become an important political voice, so it goes with Hollywood and moviegoing.

Hispanics, now the second-largest group in the U.S., are more likely to go to movies, the Motion Picture Association of America says. Last year, 43 million Hispanics purchased 351 million movie tickets, an MPAA report says, an uptick from the 37 million who bought 300 million tickets the previous year.

And in 2010, when Nielsen examined that coveted group of heavy moviegoers — people who see on average 16 movies a year and contribute to 63 percent of ticket sales — it found that Hispanics make up 26 percent of those frequenting theaters.

"In every single dimension that you can think of, you can see that the Hispanic group is a moviegoing group," Nielsen's Claudia Pardo says. "They go in families, they go often, and they account for a larger share of the ticket sales."

For years, Hispanics have been a fast-growing demographic, but while Hollywood studios are well aware a sizable audience is there, the industry is still testing out the best ways to reach it.

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(Ad Age, Chiqui Cartagena) Two weeks ago, I attended the annual Nielsen Conference, considered the Holy Grail for researchers, media companies and marketers obsessed with better understanding the American consumer and their behavior vis-a-vis media consumption. Although this event has been in existence for years, it, like so many other venerated conferences, has never focused much on multicultural audiences, which are often relegated to "niche" conferences like the Hispanic Retail Conference or the Multicultural ANA.

So, needless to say, I was intrigued when I read Nielsen was going to have a panel on understanding the multicultural consumer and that my colleague Roberto Ruiz was going to be on it.

Last year I bemoaned in Ad Age the lack of focus on multicultural marketing issues at other conferences (Move Multicultural Marketing from the Ghetto to the Golf Course). I doubt the article persuaded Nielsen to include such a topic in its conference this year, but maybe it did help it consider the idea. I headed to Orlando, ready to be disappointed, once again, by the marginal treatment we who toil in Hispanic marketing always get at these things.

To my great surprise, however, the very first speaker, Coca Cola CMO Bea Perez, focused on the importance of multicultural marketing during her presentation when she said that 86% of the growth through 2020 for Coca-Cola's youth-target market will come from multicultural consumers, especially Hispanic, and that focusing on this segment was critical to the company's future growth. "Wow," I thought, "this is great. Here is Coke validating what I've been saying for years." Then I thought, it must be a fluke, right? But then, it made sense. Coke is a leading global brand, so the execs there get it.

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(Media Week) The growth of Hispanic TV households continues to accelerate, contributing 40 percent of new TV households for the 2010-2011 broadcast season, per Nielsen. Hispanic TV households increased by nearly 400,000 to 13.3 million, a more than 3 percent gain, compared to a 2.3 percent rise last year.

Both African American TV households and Asian TV households had modest gains, but trailed the growth of total TV households, which rose 0.87 percent. African American TV households grew 0.54 percent to just over 14 million. Asian TV households climbed 0.62 percent to 4.8 million.

There were more rank changes in Hispanic markets this season compared to last year. Among the top 50 Hispanic markets, 22 markets changed rank, compared to only six market changes last year. Philadelphia had the largest increase in Hispanic TV homes, up 8 percent from last year, to move up one place in rank to No. 18. In the top 10 Hispanic markets, San Antonio moved up one rank to No. 7, displacing Phoenix, which fell to No. 8.

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(The Hill) African-Americans and Hispanics talk and text on mobile phones significantly more than their white counterparts, according to the Nielsen Company.

The results correlate with an earlier Pew survey that found minorities are more likely to use their smartphones to access the Web than whites. The latest data shows minorities are generally more likely to use mobile devices to communicate, meaning any proposals targeting wireless communications may disproportionately affect black and Hispanic Americans.

African-Americans talk on their cell phones an average of 1,300 minutes per month, more than twice the 647 minutes averaged by whites. Hispanics were next, at 826 minutes per month, followed by Asians and Pacific Islanders at 692 minutes per month. Blacks and Hispanics were also the most like to send and receive text messages, averaging 780 and 767 per month respectively.

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(AP) Hispanics are eager to blend into American society while still maintaining their cultural identity, a paradox that reflects the complex beliefs of the nation’s fastest-growing minority. And most don’t expect the United States to elect a Latino president in the next 20 years.

Those are some of the findings from an Associated Press-Univision poll of more than 1,500 Latinos. In addition, the survey suggests Hispanics worry more than most Americans about losing jobs and paying bills. They place a high importance on education and expect their children to go to college.

The poll, also sponsored by The Nielsen Company and Stanford University, found Hispanics torn between hopes for tomorrow and daily doses of financial stress.

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