MERCADEO Versión en español
Hispanic Groups Jose Luis Valderrama: There is a generational change and if everyone is paying attention and handling it properly it will not be so traumatic
26 de octubre de 2014
Valderrama: Estamos totalmente convencidos de que hoy el hispano no es sinónimo de inmigrante, sino sinónimo de descendiente
Jose Luis Valderrama, President of Hispanic Group shared with PRODU his impressions of the recent study conducted by Ipsos in which the behavior among parents of generation X and parents of millennials was compared. In technological terms, the findings of Ipsos show that generation X has a home PC station while millennialls only have laptops. Furthermore, 32% of generation X has no Internet phones, and 51% has landline at home, while millennials no more than 30%. As for cable penetration, in generation X is 85%, while in millennials has dropped to 77%.”These different elements make the consumer habits different compared to the type of equipment that are in their environment,” Valderrama said. “Today, millennials do not pay for cable, but prefer to pay for what they see and they create a kind of opportunity to sell more sales of rights than services”. Referring to the agencies, he said that it must be understood the content that they will use as a brand, and that in social media the consumer is looking for a cool brand that is integrated and aspirational for the group it represents. “What matters is who now lead the market from different industries, understands and integrates this evolutionary process, this is a time to leave our comfort zone” he concluded.
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