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en ESPANOL

  Content Solutions
for the Latino Market
Latino Buying Power Continues to Rise

 Fastest Growing Population Segment
 48 million Latinos represent 16% of
   USA population
 Expected to rise to 30% by 2050



Receptive to Digital Advertising!
 When compared to entire
  population, Latinos are:
       63% more likely to enjoy ads
       59% more likely to recall ads
       100% more likely to rely on ads
        for help choosing products for
        their family
 2010 US Census
 comScore A Closer Look at the Hispanic Online U.S. Audience  Nov 2010
Cultural Relevance is Paramount for Latinos
 Regardless of primary language spoken, Hispanics maintain a
  strong tie to their cultural heritage

    78% speak predominantly English or are bilingual yet:
       3 out of 4 speak some Spanish at home
       40% enjoy watching some Spanish TV
          AP  Univision Poll on Hispanics and Media Consumption  November 2010
Mobile Is The Dominant Digital Platform




   With the Latino Population
Latinos are More Immersed in Mobile

                             Compared to the entire US population, Hispanics are:
                              44% MORE likely to engage in mobile search
                              47% MORE likely to use picture & video messaging
                              41% MORE likely to text message regularly


April 2011: BIGresearch速 Simultaneous Media Usage Survey (SIMM); N=24,754
Hispanic Mobile Users Embrace ChaCha

                                189 index for Hispanic ethnicity without
                                 optimizing our service for their culture

                                Propensity is higher for Hispanics to use ChaCha
                                 than mobile services with Spanish versions!




                              U.S.A
                                               % Composition
  Hispanic Users                6.6            12.5            10   9.8




 comScore MobiLens, 2010
 Mobile brand all access methods(SMS messaging, mobile web)
Solid Hispanic User base on ChaCha.com

                                 122 index for Hispanic ethnicity with no Spanish
                                  language or cultural content optimization

                                 At a composition of 13.3%, around 4 million
                                  Hispanic users visit ChaCha.com each month




 Nielsen @Plan, January 2011
ChaCha.com Ready for Cultural Relevance

 ChaCha users already
  engage with content
  thats appealing to the
  Latino audience



For Example:

 Over 1 Million Questions
  during 2010 World Cup

 Live score updates
  streaming online and
  through mobile alerts
en ESPANOL


    Market Plans for
Content Optimization and
  Spanish Deployment
A More Immersive Cultural Experience

Based on time-tested methodologies, Spanish launch plans include:

   Specialized guides with language and cultural understanding

   Stage existing database with culturally relevant info in Spanish & English

       Key events, holidays, popular
        establishments, entertainment

       Common cultural questions

       Begin integration with key
        content feeds (sports, music,
        weather, news, stocks, etc.)



                          en
                          ESPANOL
ChaChas Model is Proven and Perfected

       Answering 3+ million questions a day through the
       best combination of technology and human intelligence




                   3+ Million
                   Questions
                     Daily!


     Mobile
     SMS/MMS
      Apps

                                95% via Knowledge Base

                   Answers
                                5% Created New by Guides


11
ChaCha Quickly Deploys in New Markets
Cultural Relevance Across All Platforms




                              Online
                            ChaCha.com



  Apps &                                                      Text &
Mobile Web           Online  Mobile  Social                 Mobile
                                                             Messaging




             Voice                         Social Networks
ChaCha Has the Key Pieces for Success in Spanish

 Strong existing Latino user base mobile and online
 Engaging, proven, scalable service
 Multiple platforms for accessing content and advertising




                                                             en
                                                             ESPANOL
Ad

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Ad

ChaCha International Opportunities

  • 1. en ESPANOL Content Solutions for the Latino Market
  • 2. Latino Buying Power Continues to Rise Fastest Growing Population Segment 48 million Latinos represent 16% of USA population Expected to rise to 30% by 2050 Receptive to Digital Advertising! When compared to entire population, Latinos are: 63% more likely to enjoy ads 59% more likely to recall ads 100% more likely to rely on ads for help choosing products for their family 2010 US Census comScore A Closer Look at the Hispanic Online U.S. Audience Nov 2010
  • 3. Cultural Relevance is Paramount for Latinos Regardless of primary language spoken, Hispanics maintain a strong tie to their cultural heritage 78% speak predominantly English or are bilingual yet: 3 out of 4 speak some Spanish at home 40% enjoy watching some Spanish TV AP Univision Poll on Hispanics and Media Consumption November 2010
  • 4. Mobile Is The Dominant Digital Platform With the Latino Population
  • 5. Latinos are More Immersed in Mobile Compared to the entire US population, Hispanics are: 44% MORE likely to engage in mobile search 47% MORE likely to use picture & video messaging 41% MORE likely to text message regularly April 2011: BIGresearch速 Simultaneous Media Usage Survey (SIMM); N=24,754
  • 6. Hispanic Mobile Users Embrace ChaCha 189 index for Hispanic ethnicity without optimizing our service for their culture Propensity is higher for Hispanics to use ChaCha than mobile services with Spanish versions! U.S.A % Composition Hispanic Users 6.6 12.5 10 9.8 comScore MobiLens, 2010 Mobile brand all access methods(SMS messaging, mobile web)
  • 7. Solid Hispanic User base on ChaCha.com 122 index for Hispanic ethnicity with no Spanish language or cultural content optimization At a composition of 13.3%, around 4 million Hispanic users visit ChaCha.com each month Nielsen @Plan, January 2011
  • 8. ChaCha.com Ready for Cultural Relevance ChaCha users already engage with content thats appealing to the Latino audience For Example: Over 1 Million Questions during 2010 World Cup Live score updates streaming online and through mobile alerts
  • 9. en ESPANOL Market Plans for Content Optimization and Spanish Deployment
  • 10. A More Immersive Cultural Experience Based on time-tested methodologies, Spanish launch plans include: Specialized guides with language and cultural understanding Stage existing database with culturally relevant info in Spanish & English Key events, holidays, popular establishments, entertainment Common cultural questions Begin integration with key content feeds (sports, music, weather, news, stocks, etc.) en ESPANOL
  • 11. ChaChas Model is Proven and Perfected Answering 3+ million questions a day through the best combination of technology and human intelligence 3+ Million Questions Daily! Mobile SMS/MMS Apps 95% via Knowledge Base Answers 5% Created New by Guides 11
  • 12. ChaCha Quickly Deploys in New Markets
  • 13. Cultural Relevance Across All Platforms Online ChaCha.com Apps & Text & Mobile Web Online Mobile Social Mobile Messaging Voice Social Networks
  • 14. ChaCha Has the Key Pieces for Success in Spanish Strong existing Latino user base mobile and online Engaging, proven, scalable service Multiple platforms for accessing content and advertising en ESPANOL

Editor's Notes

  • #7: 13.5 mobile all time unique users6 million registered mobile unique users
  • #11: Needs a picture?
  • #15: Needs a picture?