STUDY SHOWS HUGE GROWTH OPPORTUNITY FOR BUSINESS, TECHNOLOGY, AND VOTES
Mamiverse.com, a lifestyle, news, and social media website for Latina moms and daughters announces top-line results of a major national study of Online Latina Moms. Conducted in partnership with MediaFix, a multinational research firm, The Mamiverse Study of Online Latina Moms and New Media surveyed over 1,000 English-dominant/bilingual Online Latina Moms between the ages of 25-59 years of age, with at least one child between the ages of 3-18. The study provides clear insights into the evolving needs and expectations of this influential group of moms and their online habits.
According to US Census figures, at 50.5 million strong, Latinos are the fastest growing consumer market in the US, with a projected purchasing power of 1.5 trillion dollars by 2015.
"As both a pivotal swing vote in the upcoming election, as well as a dynamic consumer, Latina moms are the most vital segment of the fastest growing demographic in America," said Mamiverse Founder and CEO Rene Alegria. "Finding that Latina moms are ultra tech savvy, and prefer content with a strong Latina point of view, the data from this study signals a major cultural audience shift for the future of digital media, and the brands attempting to reach this market."
The findings in this study provide Mamiverse precise insight into this new face of America's mom, and aids to shape the site's effort to better showcase stories, present information, and address issues important to Latina moms from around the nation.
"Painting a more precise picture of who Latina moms really are, how they think, and what they want for themselves and their families is now more important than ever," says new Mamiverse contributing editor and political analyst Maria Cardona. "Latina moms are the bridge to this country's demographic future."
Some of the highlights of the Mamiverse Study include:
Technology, Identity, Shopping & Social Media
Online Latina Moms are tech savvy, easily adopting the use of
gadgets.
75% of those surveyed own or use a laptop, with
nearly 50% also owning or using a Smartphone. Almost 20% own or use a
tablet. By comparison, 11% of general market owns a tablet (PEW and The
Economist Group).
Online Latina Moms desire content with a strong Latina Point of
View.
Over 60% of Online Latina Moms want a Latina point
of view ALL OF THE TIME in the top five areas of
food, education, parenting, health, and work.
Diverse and Opinionated. Among the over 1000 Online Latina Moms sampled, the study showed six different and distinct groups of Online Latina Moms, each group sharing some strong core similarities while showing important differences as well.
Online Latina Moms prefer information via articles to social networks. Even though Online Latina moms are avid Facebook users (90% visited Facebook within the past 30 days) and they participate in other forms of social media (37% visited Twitter in the past 30 days), when looking for useful information online, they prefer to get it in the form of articles.
Online Latina Moms are strong online shoppers.
Over 95% of
the moms sampled log onto a computer to conduct comparison research, and
to find information on products. They are also logging on to find
bargains and dealson products and services they are thinking of
purchasing. They visit these types of sites, on average, twice per week.
Online Latina Moms use the Internet to find information on family entertainment. Over 95% have gone online looking for information on family entertainment, including recommendations and reviews for TV programs, movies and books.
The Swing Vote
Online Latina Moms consider Jobs and Education their top priority.
For
the upcoming 2012 Presidential election, Jobs and Education ranked tops
with 6 out of 10 Online Latina Moms. Health Care (39%) is the third most
important issue, followed by Immigration (20%) and National Security
(18%).
Almost One-third of the Online Latina mom's vote is up for grabs.
27%
of those sampled identified as neither Republican nor Democrat, while
22% don't follow politics or vote, which may be an opportunity for the
candidate that connects and sways these potential voters.
Culture & Parenting Traits
Online Latina Moms are focused on planning their children's future.
Over
85% of the moms go online to search for information to give their kids a
competitive advantage.
Online Latina Moms want to keep their children connected to Latino
culture.
While a majority of these mothers feel integrated
into America, nearly 50% are worried about their children losing touch
with Latino culture. 90% go online to search for content with a Latino
point of view.
About MAMIVERSE
MAMIVERSE.com was conceived by Rene Alegria, the former publisher & editorial director of Rayo/HarperCollins, a groundbreaking, award-winning imprint centered on giving voice to the Latino experience through books. The MAMIVERSE.com mission is to unite the US Latino mom population by way of an online community. Alegria believes that only by empowering Latina moms with the tools they need, and by reaching all Latina women and children in the process, will the potential of the community emerge and prosper.
With an extensive network of talent and journalists, including Texas-born MAMIVERSE.com VP & Digital Editorial Director Sylvia Martinez, the company has created a focused voice and point of view that Latina moms and daughters can call their own. Among the almost 50 contributors and growing, are NYT bestselling author Alisa Valdes, CNN political analyst Maria Cardona, crafter and bestselling novelist Kathy Cano-Murillo, author and television executive Maria Perez-Brown, and media pioneer and Adelante empowerment tour founder Nely Galán, among dozens of other Latina notables, journalists, authors, and thinkers.
About MEDIAFIX
MediaFix is a leading media strategy and research firm who has conducted over 1000 research studies for clients as diverse as Pepsi, Scholastic, Prisa, Disney, Viacom, Caracol, and CBS. They have extensive experience researching Hispanic and Latino consumers in the US in both English and Spanish. They have also researched extensively in South America, Central America and Spain.
Contacts:
MAMIVERSE
Gilda Squire Media Relations
Gilda Squire,
212-928-8090
gildasquire@verizon.net
or
Simone
Cooper Public Relations
Simone Cooper, 252-338-6389
scpr@aol.com
