Page 5 - CMC Hispanic Market Guide 2018

Here is a collection of insights identified by CMC‘s deep dive on Drfigital Lives 201A':A Worldofbrfital
'E|/ezythi/rg’ through a Cultural Lens:

Multicultural consumers are into the "Culture Club."

No, we're not talking about the 80's band...what do we mean by “Culture Club?“ These are platforms
with cultural content, whether it‘s a specific site or app or even cultural contentin mainstream places.
This insight is huge because it bridges Hispanic (HISP) and non-Hispanic African-Americans (NHAA)
across foreign-born and U.S.-born, all ages and all ethnicities!

Hispanics are members of websites featuring cultural content and they are also very active on social
media about culture, with shares and comments on issues specific to their communities. In addition.
Spanish remains an important part of their mix, with percentages varying across segments—and even
third+ generation Hispanics incorporate time in Spanish as part of their in-culture digital activities.
"Culture Club“ Rocks Across All Generations

Percentage that visit “Culture Club" sites
0 .3 5%
NHAA HISP HISP HISP HISP
13-49 18-49 13-17 Foreign Born US Born
MILLENIALS 18-34 HIGHER(7o°/. NHAAI19% HISP)
Percentage of Online Time Spent In Culture Contentin One Week
HISP NHAA
$
IO
=\\° Ln e\\° $
Q m g
13-17 13-34 35-49 13-17 18-3!» 35-59
1018 CMCHVSPANVC MARKETGUIDE 5