estimates there are 48.4 million Hispanics in the United States, compared with about 37.2 million African Americans. Now the second-largest group in the U.S., Hispanics are a powerful economic pool in the U.S., particularly for the entertainment industry. The Motion Picture Association of Ameri- ca (MPAA) says they are the group most likely to go to the movies. A recent MPAA report showed that in 2009, Hispanic mov- iegoers bought 300 million tickets, seeing more than 8 movies a year, on average. In 2010, 43 million Hispanics purchased 351 million movie tickets, an increase of 17% from the previous year. In 2010, The Nielsen Company exam-
ined its group of heaviest 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 this group. Latinos are nearly twice as likely as the total adult population to see a movie on opening weekend and are, on average, 10 years younger than the population as a whole, making them prime movie consumers.
“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.”
Hispanics and Mobile Devices
Advertisers are setting their sights on these Hispanic consumers and are watch- ing their “mobile” demographics. Accord- ing to a new report from Briabe Mobile and MocoSpace, Hispanic consumers are hun- gry for movie-related information
time, and 39% use them to watch movie trailers.
“Hispanics are some of the most highly en- gaged mobile consumers in the country,” said Justin Siegel, CEO of MocoSpace. “This is why we’ve seen a consistent six- year increase in advertisement budgets for films and DVD releases shifting towards mobile devices, with campaigns specifi- cally targeted at the mobile Hispanic con- sumer.”
Movie/entertainment information isn’t and
most are connecting from their mobile de- vices to find reviews, showtimes, and loca- tions. Findings from this report suggest that 75% of Hispanics go to a movie the- ater once a month. And 65% of them use mobile devices to find movie showtimes and locations; 55% use them to locate movie information within 4 hours of show-
www.hnmagazine.com
the only access point for Hispanic consum- ers. Earlier this year The Pew Internet & American Life Project found young His- panics are using mobile apps to access lo- cal news. In addition, the Briabe Mobile report finds that before going to the mov- ies, these viewers are likely to search and use mobile banners to help make their deci- sion, and to hit social networks to share
Celebrating 19 Years of Diversity their opinions on the movie they watched.
Moviemakers are taking note of this growing market of cyber-connected movie goers. As these trends continue, we will likely see more of their advertising dollars going toward mobile applications aimed at young Hispanics. Will this mean the end of movie billboards on the side of the high- way? Maybe the billboard of the future is a YouTube style clip on a very small screen, the one where many of us have our eyes glued for a good part of each day. One thing is sure—young Hispanic moviegoers are a strong force in the success of today’s movies, and new movie advertisting dol- lars will surely be spent directly targeting this huge source of revenue.
Sources:
www.bizreport.com and
www.articles.cnn.com HISPANIC NETWORK MAGAZINE 69 just
Hispanics at the Movies T
he Hispanic population in this country is growing. The Pew Hispanic Center
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