The Digi-Divide at SXSW 2014 [REPORT]

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.

To download report CLICK HERE.



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