The Brave New World of An Emerging Diverse Online Majority
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1 The Brave New World of An Emerging Diverse Online Majority by Felipe Korzenny, Ph.D. Director of the Center for Hispanic Marketing Communication at Florida State University. (850) January 29, Felipe Korzenny 1
2 Agenda The FSU Center for Hispanic Marketing Communication Media Exposure Technology Ownership Purchase Influencers Online Activities Attitudes January 29, Felipe Korzenny 2
3 Center for Hispanic Marketing Communication
4 Report Series: The Multicultural Marketing Equation Download Reports from: Data 4 January 29, Felipe Korzenny
5 Methods Online data collection In 2007, sample sources were expanded from 2006 to include a segment of respondents that would answer the questionnaire in Spanish. The sample of those other cultural groups answering in English, respondents were originally sampled via the Opinion Place online "river" methodology. This method has also been referred to as "RDD for the web" as it uses broadcast promotional intercepts to generate a flow of respondents to the Opinion Place site. Respondents are screened and assigned to surveys in real-time, and are not considered registered panelists since most do not return to the site for ongoing survey participation. January 29, Felipe Korzenny 5
6 Methods (continued) For the sample of those answering in Spanish, respondents were invited from Tu Opinión Latina, a bilingual online Hispanic panel. Fieldwork was executed from March 7-27, Respondents were required to be 18 years of age or older. The actual number of completes per quota group is as follows: n=513 Non-Hispanic Whites n=493 Hispanic (English version) n=428 Hispanic (Spanish version) n=564 African Americans n=502 Asians Each respondent received a small incentive for completing the survey. English Speaking Segment Spanish Speaking Segment Average survey length 22 minutes 31 minutes Response rate 28% 20% Completion rate 79% 82% January 29, Felipe Korzenny 6
7 Income Have a Household with Income of $80 K or Higher HE HS NHW AA A 32.00% 12.30% 28.50% 18.60% 45.40% January 29, Felipe Korzenny 7
8 Age (average) 60 Considering that all were 18 and older Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians 10 0 Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 8
9 MEDIA EXPOSURE OF THOSE ONLINE January 29, Felipe Korzenny 9
10 Television TV Hours Other TV Hours Eng 5 0 NHW AA A H English H Spanish January 29, Felipe Korzenny 10
11 Radio Radio Hours Other Radio Hours Eng NHW AA A H English H Spanish January 29, Felipe Korzenny 11
12 Newspapers Newsp Hours Other Newsp Hours Eng NHW AA A H English H Spanish January 29, Felipe Korzenny 12
13 Magazines Mags Hours Other Mags Hours Eng NHW AA A H English H Spanish January 29, Felipe Korzenny 13
14 Internet Including Internet Hours Other Internet Hours Eng 5 0 NHW AA A H English H Spanish January 29, Felipe Korzenny 14
15 Cell-phone 10 Cell Phone Hours/Week NHW AA A H English H Spanish NHW AA A H English H Spanish January 29, Felipe Korzenny 15
16 Cell-phone Hours by Age Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians Total January 29, Felipe Korzenny 16
17 CD s 7 CD Listening Hours/Week NHW AA A H English H Spanish 1 0 NHW AA A H English H Spanish January 29, Felipe Korzenny 17
18 Mp3 4 Mp3/iPod Listening Hours/Week NHW AA A H English H Spanish NHW AA A H English H Spanish January 29, Felipe Korzenny 18
19 Electronic Games 2.5 Electronic Games Hours/Week NHW AA A H English H Spanish NHW AA A H English H Spanish January 29, Felipe Korzenny 19
20 Cell-phone/Other Uses 2.5 Cell Phone Hours/Week (Other Uses) NHW AA A H English H Spanish NHW AA A H English H Spanish January 29, Felipe Korzenny 20
21 Satellite Radio 2 Satellite Radio Hours/Week NHW AA A H English H Spanish NHW AA A H English H Spanish January 29, Felipe Korzenny 21
22 Music on TV 3.5 Listening to Music on TV Hours/Week NHW AA A H English H Spanish NHW AA A H English H Spanish January 29, Felipe Korzenny 22
23 TECHNOLOGY OWNED BY THOSE ONLINE January 29, Felipe Korzenny 23
24 Have a Blog 25.00% 20.00% 15.00% 10.00% Have Will within a year 5.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 24
25 Have a Blog by Age 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% Have Will within a year 10.00% 5.00% 0.00% HE HS NHW AA A HE HS NHW AA A HE HS NHW AA A January 29, Felipe Korzenny 25
26 Have a Website 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% Have Will within a year 10.00% 5.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 26
27 Have a Podcast 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% Have Will within a year 4.00% 2.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 27
28 Have Cell Phone with Camera 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% Have Will within a year 20.00% 10.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 28
29 Have Cell Phone with MP3 Player 35.00% 30.00% 25.00% 20.00% 15.00% Have Will within a year 10.00% 5.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 29
30 Have High-Speed Internet Access 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% Have Will within one year 20.00% 10.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 30
31 Have Wi-Fi/Wireless Internet Access 60.00% 50.00% 40.00% 30.00% 20.00% Have Will within a year 10.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 31
32 Have a Digital Photo Camera 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% Have Will within a year 20.00% 10.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 32
33 Have a Digital Video Camera 60.00% 50.00% 40.00% 30.00% 20.00% Have Will within a year 10.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 33
34 Have Satellite Radio 25.00% 20.00% 15.00% 10.00% Have Will within a year 5.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 34
35 Have Satellite TV 50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% Have Will within a year 15.00% 10.00% 5.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 35
36 Have an MP3 Player 60.00% 50.00% 40.00% 30.00% Have Will within a year 20.00% 10.00% 0.00% Hispanic English Hispanic Spanish Non-Hispanic Whites African Americans Asians January 29, Felipe Korzenny 36
37 PURCHASE INFLUENCERS OF THOSE ONLINE January 29, Felipe Korzenny 37
38 Influence of the Internet 4.5 How important are each of the following in influencing the products you buy All p< Broadcast Radio Broadcast TV The Internet` 0 HE HS NHW AA A January 29, Felipe Korzenny 38
39 Influence of the Internet 4.5 How important are each of the following in influencing the products you buy Magazines Newspapers The Internet` All p< HE HS NHW AA A January 29, Felipe Korzenny 39
40 Influence of the Internet 6 How important are each of the following in influencing the products you buy All p< The Internet` People like me Family 0 HE HS NHW AA A January 29, Felipe Korzenny 40
41 ONLINE ACTIVITIES January 29, Felipe Korzenny 41
42 Online Activities Daily Shopping Buying products or services Researching products or services Conducting financial activities NHW% AA % A% HE% HS% January 29, Felipe Korzenny 42
43 At Least Twice a Week Online Activities Shopping Buying Products Researching Products or Services Conducting Financial Activities NHW% AA% A% HE% HS% January 29, Felipe Korzenny 43
44 ATTITUDES OF THOSE ONLINE January 29, Felipe Korzenny 44
45 Ads I enjoy seeing ads in other languages on English language TV I admire ads that feature cultural diversity HE HS NHW AA A January 29, Felipe Korzenny 45
46 Brands 4.1 Store brands or generic products have the same quality as brand name products HE HS NHW AA A January 29, Felipe Korzenny 46
47 Brands 4.2 If the store I am shopping at does not have my favorite brand, I would go to a different store to find it HE HS NHW AA A January 29, Felipe Korzenny 47
48 Taboos I object to having ads for products like Viagra or Cialis shown on TV I am reluctant to buy products like Viagra and Cialis because of my tradition HE HS NHW AA A January 29, Felipe Korzenny 48
49 Cultural Homophily 4.5 I feel I have a lot in common with people from different cultures HE HS NHW AA A January 29, Felipe Korzenny 49
50 Tradition 5.7 Respecting my elders is one of my most important values in life HE HS NHW AA A January 29, Felipe Korzenny 50
51 Money 3 I prefer money over love HE HS NHW AA A January 29, Felipe Korzenny 51
52 Success 3 If I have to choose, I choose success over family HE HS NHW AA A January 29, Felipe Korzenny 52
53 Education 5.42 There is nothing more important for young people than getting a good education HE HS NHW AA A January 29, Felipe Korzenny 53
54 The Brave New World of An Emerging Diverse Online Majority Presented by Felipe Korzenny, Ph.D. Director of the Center for Hispanic Marketing Communication at Florida State University. (850) January 29, Felipe Korzenny 54
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