The Digi-Divide at SXSW 2014 Study Released

First-of-Its-Kind Report Offers Insight into Latino Experience at SXSW Interactive Festival

SXSW 2014

AUSTIN, Texas--()--A recent study by Austin-based marketing, advertising and research firm Mando Rayo + Collective (MRC) in conjunction with EthniFacts and support from Kapor Center for Social Impact sheds light on the Latino experience at the South by Southwest Interactive Festival, calling for greater inclusion of Latinos into programming and panels at the Interactive portion of the annual event.

Based on quantitative and qualitative research conducted during the 2014 Interactive Festival with over 200 participants, the Digi-Divide report highlights three key themes:

  • Although Latinos are viewed as heavy users of social media and other digital media, they are seen as practically absent in development of technology and entrepreneurship.
  • Respondents appreciated SXSW's inclusion via the “Latinos in Tech Track,” but more Latino-specific programming should be incorporated into the main event.
  • Including Latinos in “mainstream panels” is an important step to create inclusiveness and diversity in the broader conversations taking place at the conference.

“While we are pleased to see that Latinos are engaged in SXSW and the conference offers the Latinos in Tech Track, there is still a digital divide where Latinos are not fully represented as panel speakers, in programming or in networking opportunities,” said Mando Rayo, who commissioned the study.

Adrienne Pulido, VP of Strategy & Research at EthniFacts, added, “Two major trends today are the growth of technology and the dramatic growth of Hispanics in the workforce. This report outlines the enormous role SXSW can and should have on generating opportunities and potential solutions to close the gap, not because it's a nice thing to do, but because it's critical to our economic vitality.

The report, available to download for free at www.mandorayocollective.com/sxsw-report, offers 10 strategies that SXSW and tech companies such as Google, Twitter and Facebook, as well as Latinos, can put into action.

Moving forward, MRC is working with SXSW to increase Latino programming for the 2015 Interactive Festival.

About Mando Rayo + Collective

MRC is a multicultural marketing and advertising agency based in Austin, Texas, that works with a collective of strategists and brands that target multicultural millennials.

About EthniFacts

Ethnifacts is a knowledge and insights provider specializing in creating quantitative culture metrics for the changing marketplace.

Contacts

Mando Rayo + Collective
Mando Rayo, 512-785-0447
mando@mandorayocollective.com

Release Summary

A study by Austin-based marketing firm Mando Rayo + Collective sheds light on the Latino experience at the SXSW Interactive Festival, calling for greater inclusion of Latinos in programming & panels.

Contacts

Mando Rayo + Collective
Mando Rayo, 512-785-0447
mando@mandorayocollective.com