When It Comes To The Language Of Fútbol, Hispanic Americans Know It Best

Around the globe, few things are as ubiquitous as the sport of fútbol, le foot, calcio, or, as it’s called in the U.S., soccer.

While Americans have their own special moniker for it, the sport has certainly made its own imprint in the U.S. Soccer’s influence and power in the world of televised sports is no exception.  Behind this driving force are U.S. Hispanic viewers, whose consumption habits give televised soccer a unique and powerful profile.

So what does that profile look like?

Sports viewership typically varies by race and ethnicity, and for soccer, U.S. Hispanic viewers accounted for the vast majority of viewership in 2017. In fact, Hispanics accounted for an overwhelming 68% of soccer’s viewership during the year, compared to about 12% of viewership to all sports. Over 97 million people watched at least six minutes of a soccer match last year, and over 32 million of them were Hispanic.

When looking at Hispanic TV homes in the U.S. exclusively, about 61% of their residents have watched at least six minutes of a soccer game—more than any other race or ethnicity.

The 61% reach percentage is nearly double that of the U.S. overall percentage. But soccer doesn’t just appeal to Hispanic viewers. In 2017, at least a quarter of all measured races/ethnicities watched soccer, including 30% of African-American viewers and 25% of Asian-American viewers.

Looking deeper into the Hispanic soccer viewer reveals a unique profile—they’re younger than non-Hispanic viewers and Spanish-language dominant.

The compositional breakdown of soccer’s audience reveals that 42% of Hispanic soccer viewers are under the age of 35, compared to 31% of non-Hispanic viewers. Of these young viewers, over a quarter of them are within the key buying demographic (18-34). Moreover, 16% of them are in the 2-17 demo—a group vital to growth and long-term sustainability. For non-Hispanics, about 10% of viewership stemmed from the 2-17 demo.

While soccer attracts a growing and increasingly influential demographic in Hispanics, what may be most intriguing about its viewership is its ability to attract a specific, yet sizeable subset of the demo: Spanish-language dominant Hispanics.

Within the Hispanic homes that watch soccer matches, a whopping 82% of the audience speaks Spanish as their dominant language, whereas only 13% speak English as their main language.

Notably, Spanish-dominant viewers have seemingly had a large impact on how and where soccer matches are viewed. Of all persons watching the matches, one-third of its gross minutes are viewed on English-language networks, whereas the other two-thirds are spent on Spanish-language networks.

While a large audience of Spanish-speaking viewers may evidently correlate with increased viewing to Spanish-language networks, what might easily be overlooked is the contribution from English-speaking viewers. Hispanic viewers who speak only English spent a majority of their soccer viewing time via English-language networks—but not by much.

About 40% of their soccer viewing was done on Spanish language networks, a sizeable portion considering the language difference. When looking at Hispanic viewers who speak mostly English, the share of their soccer viewing on Spanish-language networks ballooned to 83%. In essence, Spanish-language networks reached their main audience by televising soccer matches, but with the added benefit of bringing in adjacent English-speaking crowds as well.

Soccer, as it seems, successfully crosses language barriers in U.S. television programming and can bring advertisers closer to the booming Hispanic demographic, no matter what their language preference.

METHODOLOGY

Universe Estimates (000): Composite: 304,500. Hispanic: 53,159. Non-Hisp White: 190,838. Non-Hisp Black: 38,639. Non-Hisp Asian (Non-Black, Non-White): 13,271. Non-Hisp Other (Non-Asian): 5,694.

The insights in this article were derived from the following source:

  • Nielsen NPower Program Report, Dec. 26, 2016 – Dec. 31, 2017. Based on live soccer games live+7. Repeats, programs <10 minutes and sustainers have been excluded. All programs based on sports event summary type codes. Reach and frequency based on 6+ minute qualifier.

 

Source: Nielsen


US Hispanics

Let's talk about US Hispanics

About US Hispanics

The demographics of Hispanic and Latino Americans depict a population that is the second-largest ethnic group in the United States, 52 million people or 16.7% of the national population, of them, 47 Million are American citizens.

We found this interesting video about US Hispanics and we would like to share it with you.

if you want to watch more videos like this one: https://www.youtube.com/results?search_query=us+hispanics


Poet's Pacific paradise: Pablo Neruda’s homes in Chile

"If we walk up and down all the stairs of Valparaíso we’ll have walked all round the world.” Poet Pablo Neruda was alluding to the cosmopolitan vitality of Chile’s second city, chief port and most romantic – and likeable – metropolis. He might also have been referring to the workout you get hiking around “Valpo” – as locals dub it. Spread over 42 hills, its mansions, houses, shanties and steep, cobbled roads are a sea-facing sprawl. When you get lost and hot, it’s a relief to stumble on one of the four ascensores – funicular lifts – which cut out some of the climbing.

I’d been to Valpo before, to eat ceviche and enjoy fine wines from the nearby Casablanca valley, but this time I mainly wanted to explore the relationship between the city and Chile’s Nobel prize-winning poet. A new film, Neruda, starring Luis Gnecco and Gael García Bernal, goes on general UK release on 7 April. That and a new direct flight this year from Heathrow to Santiago international airport (an hour or so from Valparaíso) is bound to revive interest in Chile’s second city.

I began my mini-pilgrimage 84km south of Valparaíso, at Isla Negra. This is not an island at all, but a gorgeous beach spot where, in 1944, Neruda started building a house where he could work on his masterpiece, Canto General, and throw parties. It took two architects, with their demanding client advising, around 20 years to complete the house. Neruda travelled around Chile and overseas as senator and leading communist party member. He was also exiled for several years in Buenos Aires and Mexico. But, as Neruda put it: “The house kept growing, like people, like trees.”

La Casa de Isla Negra, the poet’s beachside home.
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 La Casa de Isla Negra, the poet’s beachside home. Photograph: Alamy

Every 10 minutes, up to 14 people are allowed into his Casa de Isla Negra, which they tour with an audioguide. The commentary is academic in detail and, if inevitably positive about Neruda, still enlightening. The house is a marvel, with rooms decorated according to the writer’s passions. One living room is shaped like a ship, another like a train carriage. Huge figureheads jut out at every turn, and ships in bottles fill windowsills. Neruda was an avid collector, of bottles, shells, insects, butterflies and, from the looks of his wardrobe, tweed jackets, ponchos and hats.

With its ship-like narrow corridors and steep staircases, vivid paintwork, and mismatched and modernist furniture, the house doesn’t look dated at all. It evokes a Neruda who was playful, whimsical and – for a communist – a lover of luxuries. To entertain friends, he had a large bar built, and he liked his guests to come in fancy dress, on themes he dictated.

Immature? Maybe, but as Neruda said: “The man who does not play has lost the child within him.”

Luis Gnecco as Pablo Neruda in a still from the film.
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 Luis Gnecco as Pablo Neruda in a still from the film.

Outside the house is Neruda’s tomb, and below it a stunning rocky beach. Even on a day of low wind, surf was crashing, turquoise with frothing white tops, and the light magical. I asked a Brazilian woman to take my photo and, unbidden, she poured forth her feelings for Neruda. “I’ve been in tears. This is such a magical place. I’ve been wanting to come here for years.”

I’m not sure any European poet has quite this effect on people. Nor can her passion be written off as typical of Latin Americans. A little later, at the cafe (where Neruda-label wine was on offer), a local woman, when I mentioned my Brazilian friend, witheringly exclaimed, “Que tontita!” “How silly!” Neruda divides opinion, especially in his home nation. One local told me at least a third of Chileans are pro-Pinochet, which makes them anti-Neruda.

After lunch at a roadside restaurant, it was on to Valparaíso to visit Neruda’s hilltop house, La Sebastiana (named after its original owner, Sebastián Collado) where he held a big housewarming party in September 1961. Neruda liked to celebrate New Year’s Eve there and, taking in the view from the top floor, I could understand why. By day, you see Valpo’s colourful wooden houses and shacks tumbling down to the port; by night, they become a host of tiny lights, mirroring the Milky Way above.

Pablo Neruda in 1952
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 Pablo Neruda in 1952. Photograph: Allstar Picture Library

This less cluttered, more sophisticated house (another good audioguide was provided) suggests further sides of Neruda’s personality. Antique maps and art, and screens from Asia, tell of his exotic travels. A large portrait of Walt Whitman honours a major influence. Another, of Lord Cochrane, reminds us of Scotland’s links with Chile’s independence wars. An antique merry-go-round horse evokes the child again, or the nostalgist. The walls are painted in lively blues and pinks, to “make them dance”, according to a poem about La Sebastiana.

Sunshine pours into the higher floors, and the eyrie-like feel of his working space – his chair stained with green ink – reminded me of Dylan Thomas’s shed in Laugharne. Both men were hedonists, womanisers, socially extrovert; both needed hideaways to get down to writing.

“I feel the tiredness of Santiago,” he wrote. “I want to find in Valparaíso a little house to live and write quietly. It must meet certain conditions. It can’t be located too high or too low. It should be solitary but not excessively so.”

La Sebastiana, Neruda’s house in Valparaiso.
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 La Sebastiana, Neruda’s house in Valparaiso. Photograph: Alamy

His builders nailed it. La Sebastiana is the ultimate city home: peaceful and aloof, but boasting a view of Valparaíso. And it’s a convivial, colourful place, too. But, as anyone will tell you, Valpo lacks major museums and other attractions. As well as being great fun and quite inspiring, Neruda’s poetic pads are obligatory stops for anyone keen to understand Chile and its recent history. It was at Isla Negra that his poetry and politics came together. It was in La Sebastiana that he came to global prominence. The houses speak to their settings, merge with them, reshape them in their window frames.

“I love Valparaíso,” wrote Neruda. “Queen of all the world’s coasts,/True head office of waves and ships,… I love your criminal alleyways.”

I loved it too. From La Sebastiana, I made my way back to my hotel on foot – downhill – via lanes and staircases, past walls bursting with street art, via tiny bars and shadow-filled plazas. The “crazy port” made more sense now; Neruda did too.

Isla Negra and La Sebastiana are not the only Neruda-linked sites in Chile. Santiago’s Bellavista neighbourhood boasts a third house, La Chascona, also worth a visit. Neruda was born in Parral, in the wine-growing Maule region, and brought up in the southern city of Temuco (which has a dedicated walk). As a diplomat, he spent time in Mexico, Catalonia, British-ruled Burma (“I still hate the English,” he wrote), Ceylon, Java and Singapore. The ultimate globetrotting troubadour, Neruda exerts a powerful appeal for travellers. But do go and visit his two favourite seaside houses, and his beloved Valpo. Even if you don’t feel you’ve quite circled the globe, you’ll have seen something of his poetry-filled world.

 Ch$7,000 (£8.65) per person per house; audioguides in English, French, German, Portuguese and Spanish. More info at fundacionneruda.org

 Neruda is released in UK cinemas on 7 April

Source: https://www.theguardian.com/travel/2017/apr/07/chile-pablo-neruda-film-poet-valparaiso-isla-negra


Banqos.com Announces Launch of Financial Platform for Latinos in the United States

Salt Lake City, Utah, May 1, 2018 – Banqos.com launched as an educational personal finance resource for the Latino community in the United States. The website exposes day-to-day banking issues, such as the complex world of credit cards, the comparison of banking services and credit unions, explained in Spanish in a simple way so that users understand the “fine print” of bank contracts.

Established in the growing technology region of Silicon Slopes, south of Salt Lake City, Utah, Banqos unveiled its financial web platform on May 1st of this year.

Banqos.com is an initiative of Juan Carlos Pinto, previously in private banking with the financial giant JP Morgan Chase in Silicon Valley, California. Mr. Pinto, with more than 10 years of experience in the financial industry, decided to break into the digital world by educating Latinos about U.S. banking institutions, with meticulously selected information in Spanish.

“Having many financial sources in English is great, but a large segment of the Hispanic community prefers information in Spanish. We are still behind in being financially informed compared to the rest of the population. With Banqos.com, we want to help close that gap, “explains Mr. Pinto.

The Banqos.com platform offers verified articles from financial institutions, government agencies and banking agents, in which they not only provide an objective perspective of the information but also include personal experiences of their collaborators and users to give them a more personal touch.

At this time, reliable resources to compare and choose banks, credit cards, prepaid cards, and credit unions are mostly available in English only. The Hispanic community is often ignored, which is unfortunate because the purchasing power of this sector is almost $ 2 billion.

Banqos, LLC | www.banqos.com | 385-200-1421 | info@banqos.com

Source: https://headlineplus.com/banqos-com-announces-launch-of-financial-platform-for-latinos-in-the-united-states/


5 tips to reach Hispanic consumers

Hispanic consumers continue to be one of the most important demographic groups in the U.S.

This young and rapidly growing cohort is driving population growth: The number of Hispanic Americans is expected to grow by 7.7 million people by 2026, according to the U.S. Census Bureau. They’re also driving restaurant industry traffic and dollars spent, according to The NPD Group/CREST Hispanic via Univision Communications.

“Hispanics consistently have higher average eater checks across QSR, midscale and casual dining,” said Peter Filiaci, vice president of strategy and insights for Univision. “And what seems to have most captured the attention of marketers is that Spanish-dominant Hispanics have even higher average eater checks than Hispanics overall.”

While many restaurant chains are already marketing specifically to Hispanic consumers — both Spanish- and English-dominant speakers alike — how can you make sure your message resonates with them? Here are five key trends to consider:

1. Be specific. The Hispanic demographic group has members of many different cultures, stages of acculturation, ages and language preferences. Your target audience will inform the campaign you craft. For instance, if you want to reach Millennial Hispanic consumers, develop a digital or mobile campaign. Spartanburg, S.C.-based Denny’s did just that by meeting these consumers where they live, on social media, by creating a Denny’s Latino Facebook page. The strategy makes sense: 68 percent of all Hispanic consumers use some kind of social network, compared with 58 percent of non-Hispanic consumers, according to several studies cited by Denny’s. “While Hispanics represent approximately 17 percent of the U.S. population, the Hispanic market represents nearly one third of our customer base, and is one of the fastest-growing customer segments for Denny’s,” said John Dillon, Denny’s CMO.

2. Talk the talk. Not all Hispanic consumers speak Spanish, but the language is still a foundation for connecting with their culture. Eighty-seven percent of Hispanic consumers, including both Spanish- and English-dominant speakers, say they appreciate businesses that communicate with them in Spanish, according to Kantar Futures via Univision Communications. And 73 percent of Hispanic consumers say more advertising should be specifically directed at their demographic group. Having Spanish-language marketing materials and hiring Spanish-speaking staff can go a long way towards building a long-lasting relationship with Hispanic consumers. “We have to make it easy for [Hispanic consumers] to have a menu that they can read,” said NPD foodservice industry analyst Bonnie Riggs. “That makes them feel like you want them in your restaurant … and that’s going to get them to come to your restaurant more often. That’s a competitive point of difference in attracting these folks.”

3. Bigger is better. Hispanic consumers tend to visit restaurants in larger groups than non-Hispanic consumers, and family is a priority. Hispanic consumers dine with their children during 42 percent of restaurant visits, compared with 30 percent of the time for non-Hispanic consumers, according to The NPD Group. “While value and convenience are certainly important to all consumers, in terms of driving trial, they seem to be more important to non-Hispanic consumers, while ‘being a fun place to take your family’ and ‘a place where your kids want to go’ are among the top trial drivers for Hispanics,” Filiaci said. Hispanic consumers also tend to opt for dine-in options, so while you beef up your delivery program, make sure not to neglect dining areas, and make them appealing to larger groups. And don’t forget family-friendly options like a thoughtful kids’ menu.

4. Spice it up. As the size and influence of the Hispanic consumer group has grown, so has its impact on the flavors many restaurants offer. “The growing Asian and Hispanic populations in the U.S. have introduced new flavors into the American diet, and many of these flavors are now mainstays in our kitchens and on menus,” said Ann Roberts, vice president of The NPD Group’s SupplyTrack, in a press release. The dollar amount of spices and seasonings shipped to restaurants and foodservice outlets from broadline distributors rose 7 percent year over year, according to NPD’s SupplyTrack. For instance, the amount of chili peppers, including habanero and others common in Latin cuisine, shipped to restaurants increased 12 percent. And more flavors popular with Hispanic consumers are gaining popularity, such as hibiscus and dragon fruit. The impact is being felt across all consumer groups, with 75 percent of American adults saying they are open to trying new foods, according to NPD.

5. Think ahead. Hispanic consumers are increasingly concerned with the freshness and the quality of food served at restaurants, as well as food that is considered environmentally friendly and socially responsible, according to Filiaci. “This is probably not surprising given that the Hispanic population skews so much younger, with a median age more than 10 years younger than the non-Hispanic population,” he said.

 

Source: http://www.nrn.com/consumer-trends/5-tips-reach-hispanic-consumers


Is The U.S. Hispanic Market A Growth Market?

U.S. Hispanic Market

The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries (mainly Mexico, Central America and the Caribbean).

While the market definition has generally expanded during the last 10-15 years to include native-born second- and third-generation Hispanics, the “core” Hispanic market has been characterized by the unacculturated and partially acculturated Latin American immigrants who have represented separate and distinct market opportunities for companies to reach and sell to. The defining characteristic of this market has been the growth and use of Spanish language media and advertising, predominantly consumed by this “core” Spanish-speaking immigrant consumer.

Over the last 30 years, the Hispanic market has exploded, growing from 14.8 million in 1980 to 55 million in 2014, according to Pew Research, but 55% of that growth was driven by immigration in the 1980s and ’90s that exceeded U.S. births. However, around 2004, immigration into the U.S. by Hispanics started a steady decline. In 2016, only 28% of the roughly 1 million annual immigrants into the U.S. were Hispanic. Starting in 2010, Asian immigration started to outpace Hispanic immigration.

COMMENTARY

Is The U.S. Hispanic Market A Growth Market?

The Hispanic market has traditionally been defined by most marketers as the growing population of foreign-born immigrants in the U.S. who have emigrated from Spanish-speaking Latin American countries (mainly Mexico, Central America and the Caribbean).

While the market definition has generally expanded during the last 10-15 years to include native-born second- and third-generation Hispanics, the “core” Hispanic market has been characterized by the unacculturated and partially acculturated Latin American immigrants who have represented separate and distinct market opportunities for companies to reach and sell to. The defining characteristic of this market has been the growth and use of Spanish language media and advertising, predominantly consumed by this “core” Spanish-speaking immigrant consumer.

Over the last 30 years, the Hispanic market has exploded, growing from 14.8 million in 1980 to 55 million in 2014, according to Pew Research, but 55% of that growth was driven by immigration in the 1980s and ’90s that exceeded U.S. births. However, around 2004, immigration into the U.S. by Hispanics started a steady decline. In 2016, only 28% of the roughly 1 million annual immigrants into the U.S. were Hispanic. Starting in 2010, Asian immigration started to outpace Hispanic immigration.

Source: Pew Hispanic

Looking ahead, the percentage of Hispanic immigration is forecast to decrease steadily to 26% and potentially drop down below 25% by 2020, Pew found. This could trend even farther downward considering the current political environment in the United States.

So, while new Hispanic immigration into the U.S. is still forecast to top 250,000 per year, another trend, reverse immigration, primarily among Mexicans returning from the U.S., is forecast to continue at levels of approximately 200,000 per year. The result is that net Hispanic immigration into the U.S. will be anemic at best, with growth rates of less than 0.4% per year or less than 80,000 per year. This is not a growth market.

While geopolitical and economic factors may change this trend, the next five years look bleak for “core” Hispanic market population growth in sharp contrast to the go-go ’80s and ’90s when the market grew rapidly.

Overall, the U.S. Hispanic population is forecast to grow, but that growth will come primarily from U.S. births. Which leads to a critical question: Is this U.S.-born Hispanic market a separate and distinct market from the foreign-born immigrant Hispanic market? This question goes to the heart of the future of Hispanic marketing. I would argue that this U.S.-born, acculturated Hispanic is separate and distinct and the strategies and tactics that worked for marketing to immigrant Hispanics the last 30 years will not work for native Hispanics.

The numbers paint a very clear picture: there are two Hispanic markets — one that is stagnant and aging and one that is growing and getting younger. As I’ve argued numerous times over the years, the old way of Hispanic marketing is becoming irrelevant. A new way forward is required to address this new vibrant market. A new Hispanic market requires a new approach to Hispanic marketing.


Bank of America study shows continued confidence among Hispanics

Hispanic-owned small businesses remain one of the fastest-growing segments of the small business economy, creating jobs and growing revenue. Read on for highlights from the 2018 Bank of America Hispanic Business Owner Spotlight, a survey of 394 small business owners (SBOs) across the country.

Confident about growth

Survey respondents expressed confidence about the economic environment, their business outlooks and opportunities for growth in 2018.

  • 60% expect their local economy to improve in the year ahead, and 67% think the same of the national economy.
  • 71% expect their revenue to increase in 2018, 37% plan to hire, and 26% intend to apply for a loan.
  • 77% plan to grow their business over the next five years.
  • 65% believe Hispanic SBOs face unique business challenges compared to non-Hispanics, although many feel their heritage has been an advantage.
  • 88% believe the Hispanic small business environment will strengthen in the next 10 years.

Hispanic SBOs lead stats in social media usage

The Spotlight also revealed that Hispanic SBOs rely more on digital tools and social media than the average small business owner.

  • 93% of Hispanic SBOs use digital tools in the day-to-day running of their business (vs 74% of SBOs on average), including 50% who use digital banking.
  • 76% rely on social media to help run their business (vs 41% of SBOs on average), primarily using it for the following:
    • Marketing (78%)
    • Networking (76%)
    • Sharing updates with customers (74%)
    • Hiring employees (57%)
  • 53% say social media has had a positive impact on their business' bottom line (vs. 30% of SBOs on average).

Hispanic SBOs leverage digital tools, social media to fuel success. You should too.

Google research identifies Hispanics as being ahead of the curve when it comes to digital technology. They lead the general population in terms of adoption of new devices, are “power users” of mobile and over-index in video consumption.* The 2018 Hispanic Business Owner Spotlight uncovered ways in which forward-thinking Hispanic SBOs use technology to successfully run their businesses, reach new customers, and hire employees.

Read the complete 2018 Bank of America Hispanic Business Owner Spotlight

Bank of America Hispanic Business Owner Spotlight

GfK Public Affairs and Corporate Communications conducted the Bank of America Hispanic Business Owner Spotlight survey between August 8 and September 28, 2017 using a pre-recruited online sample of Hispanic and non-Hispanic small business owners. GfK contacted a national sample of 1,013 small business owners in the United States with annual revenue between $100,000 and $4,999,999 and employing between 2 and 99 employees, as well as 394 interviews among Hispanic small business owners, 149 of whom were primary Spanish speakers. The final results were weighted to national benchmark standards for size, revenue and region, and, for the Hispanic augment, whether the respondents were primarily English-speaking or Spanish-speaking.

*Source: Your Next Big Opportunity: The U.S. Hispanic Market, Lisa Gevelber / Jul 2014 I Mobile, Video, Consumer Insights
https://www.thinkwithgoogle.com/consumer-insights/us-hispanic-market-digital/

 

Source: 2018 Bank of America Hispanic Business Owner Spotlight
https://smallbusinessonlinecommunity.bankofamerica.com/community/hispanic-owners-report

Source: http://sbbankers.bankofamerica.com/newsletter/March-2018#article-1


Hispanic community continues to drive homeownership growth

The Hispanic community continues to drive homeownership growth in the U.S., according to the latest State of Hispanic Homeownership report released by the Hispanic Wealth Project and the National Association of Hispanic Real Estate Professionals.

The Hispanic homeownership rate of 46.2% for 2017 showed an increase of 0.2% from 2016’s rate, leading Hispanics to become the only demographic to have increased their homeownership rate for the last three consecutive years.

Over the past decade, non-Hispanic whites have lost 1.9 million homeowners and were the only demographic to experience a net loss over this period of time.

The surge in Hispanic homeownership rate can be contributed, in part, to the exploding population growth. Currently the country’s 58.6 million U.S. Hispanics account for more of the population growth than any other demographic.

What’s more, Hispanics accounted for 265,000, or 28.6%, of total U.S. household formations in 2017. Hispanics are even projected to lead U.S. household growth, adding 6 million additional Hispanic households by 2024.

Hispanic households also have larger sizes at 3.25, the largest household size in comparison to all other U.S. racial and ethnic demographics. This larger size can be contributed to factors such as multigenerational living, an emerging trend HousingWire explored in the February magazine.

However, despite all of these positive trends, Hispanics still face several challenges when it comes to owning a home.

The report shows that more than half of the country’s Hispanic population continues to be located in California with 15.3 million, Texas with 10.9 million and Florida with 5.1 million.

And it is this concentration that hurt Hispanic homeownership growth in 2017. The map below shows 2017’s natural disasters including the hurricanes and California wildfires hit the hardest in areas with heavy concentrations of the Hispanic population.

Click to Enlarge

Hispanic homeownership

(Source: California Department of Forestry and Fire Protection, Federal Emergency Management Agency, U.S. Census Bureau)

Another factor hindering Hispanic homeownership growth was affordability. The largest home price gains in 2017 were in California, Idaho, Nevada, Utah, and Washington, all of which, coincidentally, have substantial and growing Hispanic populations.

Immigration and, more specifically, deportations have also played a major role in the state of the Hispanic homeownership rate. Interior enforcement increased dramatically for the year ending in September 2017, with ICE reporting an increase of 36% for interior removals. Over that same period of time, administrative arrests by ICE also increased by 42%.

What’s more, with the Deferred Action for Childhood Arrivals program under threat, and no deadline in sight for a resolution, many DACA recipients will hold back from buying a home due to the uncertainty, the report states.


Stanford Study: Latino Startups Are Growing In Numbers But Are 'Underbanked'

Latino Startups

An annual Stanford study — known as the State of Latino Entrepreneurship — arrived this year with its usual mix of good news and bad news for Latino entrepreneurs and their supporters.

The good news: the growth rate of Latino businesses in the US continues to outpace that of other groups.

The bad news: as in previous years, the Stanford study reported that a disproportionate few of those Latino businesses are growing beyond the $1 million annual revenue mark, the Stanford threshold for a “scaled business.”

The delta — the difference — between what Latino-owned businesses (LOBs) earn and what other businesses earn is now a whopping $1.47 trillion opportunity gap. Closing that gap — a potential boon to the overall American economy — is the mission of the Stanford Latino Entrepreneurship Initiative (SLEI), a collaboration between Stanford University and the Latino Business Action Network (LBAN).

There’s nothing new in these two opposing storylines; I’ve been writing about them for several years. But this year’s report has a data point that I believe is newsworthy because it helps to explain the delta. Despite rapid growth — especially among women and millennials — Latino entrepreneurs are less likely to seek support from banks and other mainstream financial institutions than their non-Latino peers.

This is a problem … and maybe an opportunity.

Stanford Latino Entrepreneurship Initiative (SLEI)

Annual gathering at Stanford (2018)

Funds to launch a business

As a Latino business owner myself,  and as an advisor to several Latino-led startups, I have been compelled — forced, in fact — to think about bank loans at various stages in the evolution of a business.

Typically, for Latinos, a business is launched with personal savings and/or loans from friends and family. What’s the impact on LOBs? The Stanford study found that “Latinos bear more personal financial risk in starting their businesses,” noting that “among employer firms, only 12 percent of Latino firms secure bank loans, compared to 18.4 percent for white, 15.3 percent for Asian, and 14.2 percent for black-owned firms.” At the start of a business, a line of credit — however small — can help ease the pain in a number of areas, including cash flow, which can accelerate a firm’s ability to stabilize and compete. Not only are Latino entrepreneurs assuming more personal risk than others, they may also be taking on more business risk by maturing too slowly.

Funds to grow a business

But it doesn’t end there. The study found that LOBs that are established have a preference for borrowing “hard money” — loans that are secured by real estate — rather than bank loans based on good credit. As the Stanford study noted, hard money can be expensive, with interest ranging “from 12 to 18 percent. In contrast, interest rates for the average bank loan range from 4 to 13 percent.” But Latinos are also less likely to seek other types of “external funding” for growth — lines of credit, seed funding, VC money — which could impact the viability of their firms. “The low levels of funding across all funding types for Latino entrepreneurs, and especially those from institutional sources, is a real concern as we know that leveraging external sources of funding is key to sustained growth among businesses,” said Marlene Orozco, a research analyst for SLEI and co-author of the report.

Fintech addresses a cultural challenge

Which brings me to another good news/bad news scenario in this year’s report.

Latina-owned businesses — yes, women-led businesses — are growing at a fast pace; there’s been more than 87 percent growth between 2007 and 2012. Having advised several Latina-led companies in the past few years, I was not surprised to see the numbers, but I was elated nevertheless.

But here’s the bad news, according to the report: “access to capital, a major facilitator of business growth, presents a challenge for Latina business owners, many of whom perceive themselves as ‘not qualified’ to receive funding from financial institutions compared to men, even when holding firm size constant.”

Orozco sees this as a cultural challenge, not just for financial institutions (which have been slow to embrace the new Latina marketplace) but for the many people who are in a position to advise and influence Latinas over the course of their lives.

“The fact that Latinas feel they are not qualified to access funding is indicative of how we socialize girls and women to feel they must be extra-prepared only to begin to think they have a shot. We see a similar gender gap and self-doubt among young women who are less likely to think they will be qualified to run for office, even once they are established in their careers and exhibit the necessary qualifications. The stories from SLEI entrepreneurs and their experiences with banks are laden with stress and anxiety. It is those who show persistence and resilience amidst the onslaught of ‘no’s’ that are having success.”

To me, this gets to the ‘why’ of the matter: i.e., why Latino entrepreneurs might be “The Great Underbanked.”

I say “under” because it’s not that they are not banking. It’s more that they may not be banking enough — getting better loans, getting better mentoring, managing their money more intelligently. And I say “great” because getting more LOBs to bank would be good not just for Latinos, but for all Americans (more markets, more jobs, more innovation — changing the way things get done for everyone). But there’s a cultural gap separating banks and LOBs  — whether they are led by women or men — and it’s not going to be easy to close.

Fortunately, where there’s an interesting business challenge, there are people willing take it on. On a recent business trip to Puerto Rico, I got the opportunity to mix with a number of people who are innovating in the banking industry. One thing that struck me: there is a new generation of fintech leaders — including Latinas — focused on breaking down the social barriers that may have inhibited entrepreneurs from embracing and trusting financial institutions. As it turns out, the Stanford group is hopeful about fintech as a cultural change agent. “‘[F]intech has the potential to redirect Latino firms and their banking needs, especially if complex or lengthy requirements are an issue in accessing funds.”

I agree. And the opportunity for SLEI and LBAN – which jointly produce a twice-annual program held at the Stanford Graduate School of Business with the mission of helping Latino businesses to scale – is experiencing a big interest in fintech.

“Fintech is attracting some of the most tech-savvy and socially savvy minds in business today,” said Mark Madrid, LBAN CEO. “And it just so happens that many of these minds are Latino/Latina.  Overall, a driving force of this massive economic opportunity gap is the capital deserts immobilizing our Latinx entrepreneurs. We are solution drivers and are actively bridging the chasm between banking products and our scaled Latinx entrepreneurs and disrupting with alternative investing engines like fintech.”

Hooray for fintech, and it’s Latinx innovators. I will be following you.

Related Post: http://www.reachhispanic.com/latino-entrepreneurs-who-own-startups-say-immigrant-experience-helped-them-succeed/

Source: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/giovannirodriguez/2018/03/11/stanford-study-latino-startups-are-growing-in-numbers-but-are-underbanked/


How universities are recruiting new students with Immersive Marketing

If you manage an University that offers outstanding facilities, world class teaching, or a vibrant community, showcase your establishment and capture the essence of what it is like to visit in person, well, immersive technologies will fit in this challenge.

One of the main benefits of providing virtual tours is that it provides an accessible way for foreign students to view your university and its facilities from abroad. Due to financial and time constraints it is often not possible for international students to visit a campus in person from abroad before making their selection decision, in fact the majority choose a university without ever having visited in person.

By providing the opportunity for them to experience everything your university has to offer virtually you will stand out from competing institutions who provide far less immersive and engaging digital content on what university life will involve.

Furthermore, it also offers these students the opportunity to share the university tour experience with key influencers of their selection process such as parents, family and friends, all whom may play an important role in their ultimate decision.

 

How 360-degree video ad looks like:

This is real example posted by the Seattle Pacific University's channel on YouTube.

 

Nice, isn't it?

Well, it's cool but it's could be better. Evaluate the following reasons:

  1. Embed a video from Youtube in a website (let's said a blog about students) only will increase the traffic of your YouTube Channel. Why? Because every time when a user click on the video, they will go directly to your Youtube channel. However, you need these users go to your website, where you can attract them to apply to your programs.
  2. YouTube will only give you the information about how many times the video was played. Nothing else. This is not enough because the most useful KPI that you need to measure the sucess of a campaign, it is the number of clicks that the users did. An less, the only concern that you have is the awareness of your brand.
  3. If somebody embed your video, well, it's hard to know where this video is hosted. From the brand safety perspective, this is really important. What happen if your video is running in an inappropriate website?
  4. If you set a campaign on Youtube, you only will be capable to show "banners" over any of the millions of videos watched by the users. Of course, it's possible to define a targeting criteria, however, this conditions are not that good on this platform and eventually, you can see your banner over a video about puppies, ghosts, car accidents, jokes, among many other type of content that it could affects negatively your brand.
  5. Certainly it is possible to set a campaign of video pre-roll in Youtube. BUT, this platform has not developed yet the ability to show 360-degree videos as a pre-rolls ads.
  6. All the previous comments applies for Facebook too.

 

What is a suitable solution?

Run your 360-degree video ads in a network specialized on immersive marketing. Why?

  1. If you really worried about brand safety, you should choose a closed video network. That's means that the network runs the ads on a certain number of websites where it's possible to control and supervise the quality of the content.
  2. Additionally, you should choose a network capable to show your banners over your 360-degree videos. This is probably the most important key, because users can "click" on a banner and you will know exactly how many of them are reaching your website. We are talking about to measure "effectiveness" and why is this important? Because at the end of the day, this is the only way to know the campaign's ROI.
  3. Ask about "exclusiveness". This will guarantee that your ads will only appears in your own branded content videos, not in other videos made for automotive, travel, etc. Your branded video, your banner.

The following video is a PROTOTYPE showing how an immersive marketing campaign really works.


 

Interested? Write: sales@alcancemg.com