Posted by Elena del Valle on August 20, 2012
Hispanics Top 5 weekly online activities – click to enlarge
Graphic: Mintel
Hispanics spend an average of $150 per month on entertainment products and activities; and Latino families who earn between $50,000 and $74,900 a year are more likely to spend less than $100 per month on entertainment, according to a Mintel survey of adults conducted in March 2012. In general, the results of the survey reveal that that market segment is being frugal and thrifty in its entertainment spending. For many Hispanics cost plays a major role in their decisions about entertainment, according to the survey.
“Due to financial restraints, Hispanics are enjoying more in-home activities rather than spending their discretionary funds on out-of-home paid events,” said Adam Jacobson, multicultural analyst, Mintel. “Watching a movie on TV or reading a book or magazine is taking a front seat to more financially-driven experiences, such as dining out or going to live sporting events.”
A little more than one third (36 percent) of Latino respondents to the Mintel survey indicated they watch a movie on TV more than three times per week. One third of respondents said they like to read a book or magazine in Spanish; 40 percent of Hispanics said they like eating out one to three times per month; 34 percent said they attend a sporting event, and 30 percent said they planed to attend a street festival in the next three months.
For Latinos going out dining and the movies were popular entertainment options. More than half (53 percent) of respondents said they had seen a feature film in a theater at least once in the last year and 42 percent said they planned to go to the movies in the following three months.
Mintel researchers concluded that movie theaters might benefit from targeting Latino movie goers with concession items that appeal to Hispanics or family discount programs since as a group Hispanics tend to have larger families than non-Hispanics.
Another form of in home entertainment was online surfing. Many (77 percent) survey respondents said they connect with friends on social networking sites such as Facebook or Myspace. More than one third (36 percent) of Hispanic adults who took the survey said they visit their social networking websites thrice a day or more often using mobile devices. More than half (65 percent) of Latino survey takers who spent time online said they have a smartphone, and 31 percent said they have an iPad or tablet.
Although language preference didn’t seem to impact the amount of money respondents said they spent on entertainment, the percent of monies available varied by gender. Hispanic women said they were spending 40 percent less on entertainment than Hispanic men, regardless of their household income. Volunteerism was not popular among survey respondents regardless of their income level.
Information about the report, Hispanics and Entertainment US June 2012, was released this month. The survey was conducted among 1,026 adults online and respondents had the option to take it in English or Spanish. The complete 124-page report costs $3,995.
Posted by Elena del Valle on August 17, 2012
Networked book cover
Photo:The MIT Press
Lee Rainie, director, Pew Research Center Internet & American Life Project and Barry Wellman, S.D. Clark Professor of Sociology, University of Toronto believe digital communications via social media and smart phones, contrary to what others fear, are expanding learning opportunities, problem solving, decision making and personal relationships.
In Networked The New Social Operating System (The MIT Press, $29.95), published this year, they discuss the triple revolution they are convinced is transforming society in North America, sometimes for the better. The revolution the describe involves social networking, the internet and mobile digital devices.
At the beginning of the book, they illustrate what they see as the power of the revolution with the case of a couple who suffered from serious medical issues and thanks to their network of friends and acquaintances who knew them from professional and personal relationships asked for and received emotional and financial support. The authors believe people are now functioning within “networked individualism” that connects them to others in their circle of contacts in a novel way made possible by the triple revolution.
The 358-page hardcover book is divided into three sections: The Triple Revolution, How Networked Individualism Works, and How to Operate in a Networked World, Now and in the Future; and eleven chapters. In the final chapter, they discuss the future of networked individualism and their belief that social networks will play greater roles in people’s activities as well as the four areas they anticipate will be the source for issues relating to networked individualism in the future: internet, legislative, norms of social behavior within the network and technological commerce and related issues such as devices and apps.
Click to buy Networked
Comments:
Filed Under: Books
Posted by Elena del Valle on August 13, 2012
Camille Preston, Ph.D., PCC, founder and CEO, AIM Leadership
Photo: PR by the Book
A podcast interview with Camille Preston, Ph.D., PCC, founder and CEO, AIM Leadership is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses rewiring for results with Elena del Valle, host of the HispanicMPR.com podcast.
As a psychologist, executive coach, writer, facilitator and public speaker, Camille strives to guide companies and individuals to reach new heights of leadership, performance, efficiency, happiness and fulfillment at the organizational development company she founded.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Camille Preston, Ph.D.” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the August 2012 section of the podcast archive.
Posted by Elena del Valle on August 9, 2012
Information provided by Event Partner
26th Annual NAMIC Conference
September 11-12, 2012
Hilton New York
www.namic.com
The media and cable telecommunications industry is ever changing. New technologies are enabling content to be available anywhere, anytime, and across multiple platforms. Driving this is the even more rapid pace of innovation. The customer base is also shifting, becoming more diverse, more global and more informed. All of this demands that industry professionals be culturally responsive, cater to new audiences and equip themselves with new leadership competencies. NAMIC’s 26th Annual Conference, Diversity to the Fourth Power or Diversity4 is focused on honing the skills of those professionals as they lead and innovate at the speed of change. Hear from thought leaders and trendsetters, and network with individuals from all industry sectors as NAMIC explores how diversity and inclusion are essential fuel for powering the future of the cable telecommunications industry.
Posted by Elena del Valle on August 8, 2012
An Audience Worth Reaching
By Nhora Barrera, president, TMNcorp
Nhora Barrera, president and CEO, TMNcorp
Photo: TMNcorp
There’s no question that America’s population is getting older, and it’s happening fast. Nearly 11,000 Americans turn 65 everyday 1. This aging population, however, isn’t homogenous. It is a demographic that reflects the nation’s growing diversity and challenges us to rethink how we reach them with information that will benefit their quality of life and health.
Hispanics seniors are a perfect example of this challenge. In 2008, there were 2.8 million Hispanics over 65 in America. But in just seven years, the group is predicted to be America’s largest elderly ethnic group.2 This number will only increase as the number of Hispanic-Americans continues to grow.
Read the complete article at Hispanic Seniors: An Audience Worth Reaching
Posted by Elena del Valle on August 6, 2012
Top institutions awarding certificates/degrees to Latinos in STEM 2009 to 2010 by academic level – click to enlarge
Latinos earned only few (8 percent) certificates and degrees in Science, Technology, Engineering, and Mathematics (STEM) mostly from 25 institutions of higher learning, according to a recent Excelencia in Education report released last week. Excelencia, a nonprofit organization, strives to accelerate higher education success for Latino students.
“This analysis is straightforward: we know where Latinos are earning their degrees in STEM and we know what some of these institutions are doing, with intentionality, to improve Latino success in STEM fields,” said Deborah Santiago, author of the report and co-founder, Excelencia in Education. “What we need to determine now is whether more institutions and more employers will seize the opportunity to educate and employ more Latinos in professional STEM fields.”
In 2011, Latinos in the STEM workforce were more likely to be in lower paying service occupations such as electrical, electronics, and electromechanical assemblers, telecommunications line installers and repairers, and aircraft mechanics and service technicians rather than better paid professional occupations such architectural and engineering managers and computer and information systems managers.
Since the average age of Hispanics is lower than that of the general population and there is a high number of Latinos entering the workforce the findings are significant. The Executive Summary of the report indicates: “Given the relative youth of the Latino population relative to the aging of the u.s. population overall, supporting the increased growth of Latinos with postsecondary credentials in sTeM is critical to meeting the projected workforce needs of the nation by 2020.”
In 2009 to 2010, the top 25 institutions awarding undergraduate degrees or certificates to Latinos in STEM were in Texas, Florida, California, Arizona, Illinois, New Mexico and Puerto Rico. That same year, 60 percent of degrees conferred to Latinos in the science and related files were bachelor degrees, making those students most likely to enter service occupations in their chosen fields.
The 37-page report, Finding Your Workforce: The Top 25 Institutions Graduating Latinos in Science, Technology, Engineering, and Mathematics (STEM) by Academic Level (2009-10), was authored by Santiago, vice president for policy and research, and Megan Soliz, research assistant, Excelencia.
Posted by Elena del Valle on August 3, 2012
Customers First book cover
Photos: Newman Communications
What drives your customers? How do you create a brand that attracts loyal, profitable customers to your business? The correct answers to these questions could ensure the success of a company.
Bolivar J. “BJ” Bueno, founder and managing partner, The Cult Branding Company believes that most businesses struggle because they are not clear on the identity of their target customer; that they can’t rely on market research and focus groups for the answers because 90 percent of consumer behavior is unconscious; and that customers today are empowered, skeptical and educated consumers.
In Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most (McGraw-Hill Professional, $26), his newly published 218-page hardcover book, he examines the strategic competitive advantage he believes comes from a complete, comprehensive understanding of a brand’s best customers. The book is divided into twelve chapters and four main parts, Introduction: Things Have Changed; Modeling Defined; Building Your Brand Model; and Deploying Your Model.
Bolivar J. Bueno, author, Customers First
Bueno says in the first chapter that there is no longer business as usual and that newcomers have to create a new normal. Customer awareness and loyalty, he explains in the next chapter, is what creates and expands a brand. Developing a great Brand Model, he says later in the book, requires time and adherence to that model. The author believes that effective predictions of consumer behavior helps make companies and their products or services dominant in the market.
Click to buy Customers First
Comments:
Filed Under: Books
Posted by Elena del Valle on August 1, 2012
New York International Latino Film Festival 2012 Serial Killer Movie Recipe ad – click to enlarge
Video, photos: Wing
Hoping to reach New York City Urbanites between the ages of 25 and 45 the 2012 HBO New York International Latino Film Festival (NYILFF) with the pro bono help of Wing, a marketing communications agency, launched a print and television ad campaign aimed at broadening the appeal of the NYILFF, running August 13-19, 2012 in New York City. Scroll down to watch a 30-second video ad for the 2012 campaign.
“The overall reach of the campaign has been far. We have been picked up by a great deal of pubs including Creativity, TrendHunter, Ihaveanidea.com, Latinspots, Ads of the World, among others,” said Marieugenia Cardenas, assistant account executive, Wing.
New York International Latino Film Festival 2012 Chick Flick Movie Recipe ad – click to enlarge
Thirteen people under the supervision of Tania Salter, vice president and head of Production at Wing, worked on the campaign this year producing six print ads and two television spots. Some ads ran as public service announcements and some as paid advertisements in theaters. To date ads have aired on NBC, Telemundo, and Clearview Cinemas.
The campaign, in English and Spanish, pokes fun at Hollywood cliches, relying on the tagline “Some movies are easy to make. Films are a different story.” The stereotypical Hollywood movie types the campaign makes fun of are: Sports Comeback, Serial Killer, Chick Flick, Buddy Cop and Alien Invasion themes.
New York International Latino Film Festival 2012 Sports Comeback Movie Recipe ad – click to enlarge
“We were trying to attract people who normally don’t go to this festival (who don’t necessarily speak Spanish) while at the same time not alienating the core audience (who does speak Spanish),” said Cardenas.
This is the second year the festival is partnering with Wing. Last year the campaign poked fun at Hollywood movies for casting Latinos only in roles like maids, gardeners, and fruit stand vendors (see With video NY Latino Film Festival ad campaign makes fun of Hollywood cliches).
According to promotional materials, the campaign went viral through earned media, becoming the top story on Trendhunter and Buzzfeed, and garnered 29 million impressions. Dating back to 1999, the NYILFF strives to showcase the work of emerging Latino filmmakers in the United States and Latin America.
Posted by Elena del Valle on July 27, 2012
Sam, Elida and Dulce Mejia-Perez outside of Quetzaltenango, Guatemala
Videlo, photos: POV, Theo Rigby, Katina Papson
In 2010, with a $10,000 budget and support from his graduate program, filmmaker Theo Rigby, with the help of three assistants, showcased the case of a family of five divided by the parents deportation from the United States many years after they entered the country illegally. Sin País (Without Country in Spanish), a 19-minute documentary style short film, follows the Mejia Family through the deportation process of the parents who leave the country with Dulce, their young daughter, while their two teenage children remained in the United States. Scroll down to watch a video clip in Spanish with English subtitles.
The film, a Student Academy Award winner, features tearful scenes in the family’s home in the United States, rural takes with the parents and their youngest child on their return to Guatemala, interviews with the two teenagers, and a Christmas visit from the teenage daughter from the United States to Guatemala; the teenage boy could not travel because his immigration status was uncertain.
Filmmaker Theo Rigby
“I made Sin País to show some of the nuances and complexities of deportations, and to address how mixed-status families often grow deep roots in the U.S. over many years,” said Rigby. “The film shows how deportations have vast ripple effects that often effect many U.S. Citizens, and as ICE deported a record number of people in 2011 (400,000), the story of Sin País resonates very deeply on myriad social and political levels today.”
The Mejia-Perez family in California on the night of the deportation of Sam and Elida
The film was selected by Point of View (POV), a long running showcase that features the work of some of today’s independent documentary filmmakers, and will air on on television nationwide in POV Short Cuts Thursday, August 9, 2012 at 10 p.m. on PBS. The one-hour program, part of the 25 anniversary season of POV, will also include The Barber of Birmingham: Foot Soldier of the Civil Rights Movement and three new animated shorts: Eyes on the Stars, Facundo the Great and A Family Man.
Cynthia Lopez, co-executive producer, POV
“About 1,200 documentaries are submitted a year and we select anywhere between 12-18 premieres. In terms of shorts, about 100 shorts are submitted to POV per season and we select approximately 6-8 per year. Highly competitive,” said Cynthia Lopez, co-executive producer at POV by email when asked about the selection process.
Elida and Dulce Mejia-Perez
Rigby’s work has focused on topics ranging from the war in Iraq to the justice system. For the past six years he has been making films about immigration issues in the United States. POV has brought 325 acclaimed documentaries to millions of viewers nationwide. POV Short Cuts will stream on the POV website from August 10 to September 9, 2012.
Posted by Elena del Valle on July 25, 2012
Fewer young people are obtaining a driver’s license, according to researchers at University of Michigan Transportation Research Institute
Photo: HispanicMPR.com
Research conducted by Michael Sivak and Brandon Schoettle of the University of Michigan Transportation Research Institute, Ann Arbor, Michigan indicates again that fewer young people, compared to previous decades, are obtaining a driver’s license. The researchers reviewed driver license and general population information from the Federal Highway Administration and the United States Census Bureau to find that the trend they had identified in the past continues. As an example, they point to drivers 19 years of age. Their findings indicate 87.3, 75.5, and 69.5 percent of these individuals had a driver’s license in 1983, 2008, and 2010 respectively.
“The most significant aspect of our findings is that the trend that we observed in a previous study is continuing,” said Sivak by email. “Specifically, young and middle-aged persons are less likely to get a driver’s license now than were the corresponding age groups 30 years ago. We think that the availability of electronic communication has a lot to do with this trend.”
Earlier this year (see Older adults more likely drivers than in past decades), after examining data for 1983 to 2008 in the United States and 14 other countries they concluded there was a noticeable decrease in the percent of young people obtaining a driver’s license and an increase in the percent of older people with one. They have since examined additional data in the United States through 2010 that indicates the trend continues for young people and that there is a reduction in the proportionate number of driver’s licenses across age groups.
They still believe the trend relates inversely to the continued increase in internet usage. They concluded that the more people rely on the internet for contact the less they require in person contact.
It’s unclear whether the trend applies to all market segments. Hispanics which as a market are younger than the general market may be affected. A Ford Motor Company representative when asked about the trend responded negatively.
“For Hispanic consumers cars are a symbol of freedom, accomplishment and status,” said Alvaro Cabal, manager, Multicultural Communication, Ford Motor Company.
Except in cities with efficient mass transportation systems like New York and Washington, D.C., the research findings are not in evidence in car buying behavior, he explained by phone. He went on to say that since the 2008 recession when car sales dropped the company has experienced a steady increase in car purchases, especially among 18 to 45 year old buyers.
