Google_PresentationforIAB_May272015

1. Digital Hispanics : The Role of Culture and Language Online 2. Methodology Quantitative Attitudinal Survey Conducted by Ipsos MediaCT Total of 4,533 Hispanic respondents age 18-64 Online responses and face-to-face recruit US Hispanic internet users recruited based on age, gender, language group composition, region and nationality Digital users (use smartphone, computer, tablet to access Internet) Purchase made in the past 6 months as decision-maker in relevant categories (CPG, Travel, Restaurants, Entertainment, Technology, Auto, Retail, Health, Finance) 3. Base: n=4,533 total Digital Hispanic respondents Google/Ipsos MediaCT Role of Language Q.USLANG01 Which of the following best describes the language you speak most often at home? Google/Ipsos MediaCT Role of Language Q.3 Which of the following best describes how you use English and Spanish when online? Please think about the online content you watch or read, sites you visit, apps you use, etc The language Digital Hispanics use offline does not define the language of the content they consume online Espaol 28% of all Digital Hispanics are Spanish Dominant in their home 16% of all Digital Hispanics use Spanish most of the time/always when online 31% of all Digital Hispanics are English Dominant in their home 52% of all Digital Hispanics use English most of the time/always when online English Home Online Home Online 4. Digital US Hispanics are comfortable consuming English content online 94% Digital Hispanics are comfortable consuming English content across at least one online activity (communicate, share, shop, research, find quick info) Base: n=4,533 total Digital Hispanic respondents Google/Ipsos MediaCT Role of Language Q.12 When it comes to each of these online activities, how comfortable are you consuming content in English? 5. Two-thirds of Digital Hispanics have used Spanish to look for information using a search engine Base: n=4,454 Digital Hispanics who use search engines at least monthly Google/Ipsos MediaCT Role of Language Q.18 What language(s) do you typically use to look for information using a search engine? Specifically, please think of the words and phrases you type in to conduct your search across all your devices. Please select one response only. Insight: Nearly 3 in 4 Digital Hispanics have searched in Spanish in Telecom and Finance category 6. Digital space allows US Hispanics to be truly bilingual 7. Base: n=2,405 Digital Hispanics who used online sources when making a purchase, n=4,533 total Digital Hispanic respondents Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about these (VERTICAL) purchases, how important were the following for you to engage/use the website/app? Google/Ipsos MediaCT Role of Language Q.27 Now we would like you to think about the advertising that you see on the Internet. In general, how often do you pay attention to or notice online ads? Google/Ipsos MediaCT Role of Language Q.46 How much do you agree or disagree with each of the following statements? Culture engages Digital Hispanics regardless of language 70% of Digital Hispanics say it is important that a website has content that was relevant to them as Hispanic when using online sources to gather information about a purchase 88% of Digital Hispanics pay attention to online ads that include aspects of their Hispanic culture, regardless of language 41% Digital Hispanics feel more favorably about brands that include aspects of their Hispanic culture in their advertising 8. 77% 80% Healthcare CPG Culture especially important among Healthcare and CPG purchasers % of Digital Hispanics who made a vertical purchase say it is important that a web page had content that was relevant to them as Hispanic, regardless of language Base: Digital Hispanics who used online sources (n=2,405); Digital Hispanics who used online sources CPG quota (n=207); Digital Hispanics who used online sources Health quota (n=171) Google/Ipsos MediaCT Role of Language Q.38 You indicated that you used online sources as you looked for information about your (VERTICAL) purchases in the past 6 months. Thinking about these (VERTICAL) purchases, how important were the following for you to engage/use the website/app? 9. Top 4 Cultural Elements Food Traditions Holidays Family Base: n=4,533 total Digital Hispanic respondents Google/Ipsos MediaCT Role of Language Q.48 Which of the following things make you feel most connected to your Hispanic culture and cultural identity? Please select all that apply. 10. Inclusion of culturally relevant content can make a brands website and advertising more appealing Topics/ Features Visuals Language Entertainment Influencers/ Testimonials Base: n=4,533 total Digital Hispanic respondents Google/Ipsos MediaCT Role of Language Q.49 Listed below are a variety of ways a brand or company can make their website or advertising more appealing to you as a Hispanic. Which of the following would you find most appealing if they were included in the website/advertising? Please select up to 5 responses. 11. Online sources are the preferred method to gather information for purchases - above family, TV and radio Base: n=4,533 total Digital Hispanic respondents Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that apply. +20 pp Digital Hispanics' reliance on online sources is 20 percentage points higher than reliance on TV. 12. +25pp Digital Hispanic Retail Purchasers reliance on online sources to gather info about purchase is 25 percentage points higher than reliance on TV. +25pp Digital Hispanic Auto Purchasers reliance on online sources to gather info about purchase is 25 percentage points higher than reliance on TV. Retail Auto Base: Total Digital Hispanic Entertainment Quota (n=505); Total Digital Hispanic Auto Quota (n=503) Google/Ipsos MediaCT Role of Language Q.31 Which of the following sources did you use to gather information about your (VERTICAL) purchases in the past 6 months? Please select all that apply. For Retail and Auto purchasers, Online was the number one source used 13. Online sources are important through the entire purchasing cycle Base: n=2,405 Digital Hispanics who used online sources when making a purchase Google/Ipsos MediaCT Role of Language Q.33 When did you use the Internet (e.g., websites, apps) to gather information for your (VERTICAL) purchases? Please select all that apply. Inspiration 46% Research 81% Purchase 53% 14. Purchase 43% Research 87% Inspiration 36%Auto Auto purchasers were more likely than other verticals to use Search during the research phase Base: Total Digital Hispanics in Auto Quota who used online sources (n=241) Google/Ipsos MediaCT Role of Language Q.33 When did you use the Internet (e.g., websites, apps) to gather information for your (VERTICAL) purchases? Please select all that apply. 15. Online ads result in immediate action 93% of Digital Hispanics who remember seeing an online ad took action Insight: 66% of Digital Hispanics pay attention to online ads vs. 47% in the general market 2 Search on Search Engine Visit Company's Site Make a Purchase 1 3 Base: n=1,461 total Digital Hispanics who remember online ads; n=4,533 total Digital Hispanic respondents, n=1,847 total Digital Gen Pop respondents Google/Ipsos MediaCT Role of Language Q.45 Which of the following actions, if any, did you take as a result of seeing or hearing any online advertising (e.g., advertising on a website, in a video, in a search listing) related to your (VERTICAL) purchases? Please select all that apply. Google/Ipsos MediaCT Role of Language Q.29 Which types of online advertisements do you pay attention to, either to find out more information or visit an advertiser's website? Please select all that apply. 16. Search is the top online source used when gathering information about a purchase Insight: 79% Digital Hispanics search at least daily 68% Digital Hispanics who search, search on their mobile devices n=2,386 Digital Hispanics who used online sources to research purchase, Base: n=4,533 total Digital Hispanic respondents, n=4,454 Digital Hispanics who use search engines at least monthly Google/Ipsos MediaCT Role of Language Q.35 Did you use each of the following online sources (websites/apps) as you researched and gathered information about your (VERTICAL) purchases? Please think about any online sources you may have used on your devices. Google/Ipsos MediaCT Role of Language Q.15 How often, if ever, do you use search engines (e.g., Google, Bing) to look for information online? Google/Ipsos MediaCT Role of Language Q.16 Now, we'd like you to think about how you use search engines specifically. Which device(s) do you use to look for information using a search engine? Please select all that apply. 86% of Digital Hispanics use search to gather information about a purchase 17. 90% Entertainment ranked one of the highest among verticals for using search during the purchase process Entertainment Among Entertainment purchasers , 9 in 10 used search to gather information about a purchase. Base: Digital Hispanics in Entertainment quota who used online sources for vertical purchases (n=306) Google/Ipsos MediaCT Role of Language Q.35 Did you use each of the following online sources (websites/apps) as you researched and gathered information about your (VERTICAL) purchases? Please think about any online sources you may have used on your devices. 18. Hispanics are using Spanish language search across all industries Source: Google Internal analysis showing unique users searching in spanish across key categories (Auto, FBR, CPG, Finance, etc) 19. Source: Google Internal analysis showing unique users searching in spanish across key categories (Auto, FBR, CPG, Finance, etc) Growth in Spanish Queries 2011-2014 Food +70% Auto +65% Health +80% Skincare +75% Beauty +65% Telecom +107% Retail +210% Entertainment +200% 20. Digital Hispanics express a high level of comfort with English websites Base: n= 3,025 Digital Hispanics who search in at least some Spanish Google/Ipsos MediaCT Role of Language Q.24 Which of the following best describes how you feel when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only. Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only. Answer Almost 60% say Im fine with it Question How do you feel when you search in Spanish, click on a search result, and find that website is in English? 21. Entertainment and Restaurant purchasers are comfortable landing on an English site 74% 72% Entertainment Restaurant Digital Hispanics who made a Restaurant purchase were fine if they came upon sites in English Digital Hispanics who made an Entertainment purchase were fine if they came upon sites in English Base: Digital Hispanics in Entertainment Quota who did not always visit sites with Spanish content (n=217); Digital Hispanics in Restaurants Quota who did not always visit sites with Spanish content (n=148) Google/Ipsos MediaCT Role of Language Q.40 Which of the following best describes your feelings when you visited a website as you looked for information about your (INSERT VERTICAL TEXT) purchases and found that the website did not have Spanish-language content? Please select one response only. 22. When looking for Spanish content and landing on an English website, only Digital Hispanics will look for a Spanish website instead Spanish is an added value for Digital Hispanic who continue to search for relevant content 1 in 5 Base: Digital Hispanics who search in at least some Spanish (n=3,025) Google/Ipsos MediaCT Role of Language Q.23 Which of the following best describes what you do when you search in Spanish, click on a search result and find that the website/page does not have Spanish-language content? Please select one response only. 23. Key Takeaways The Digital space allows Digital Hispanics to be truly bilingual Cultural relevance is key for Hispanics regardless of language Online sources are the preferred source to inform purchases 24. Gracias!