for over 50 years, the voice of the american consumer simmons hispanic data resources american...
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For Over 50 Years, the Voice of the American Consumer
Simmons Hispanic Data Resources
American Library Association Midwinter Conference
January 2008
©Experian 2007. All rights reserved. Confidential and proprietary.Experian and the marks used herein are service marks or registered trademarks of Experian.
For Over 50 Years, the Voice of the American Consumer
An Introduction…
For Over 50 Years, the Voice of the American Consumer
Simmons Core Studies
National Consumer Survey (NCS/NHCS)
– 25,000 Hispanic & non-Hispanic Adults 18+
– Available with or without expanded Hispanic Demographic/Media sections
National Kids Survey
– 2,200+ Kids 6-11
National Teens Survey
– 2,200+ Teens 12-17
SimmonsLOCAL
– 18+ NCS/NHCS for all 209 DMA’s
For Over 50 Years, the Voice of the American Consumer
• Household Products
• Toiletries
• Health & Medicine
• Home & Office
• Money Management
• Opinions
• Automotive
Broad Categories Measured
• Lifestyle and Demographics
• Newspapers, Internet & Magazines
• TV, Movies & Radio
• Food & Drink
• Shopping
• Electronics
• Pets
For Over 50 Years, the Voice of the American Consumer
Simmons NHCS: What’s Inside • Demographics
– Special Hispanic Demographics• Heritage• Country of Birth/Year Moved to U.S.• Language Preferences• Number of Hispanic Adults in HHLD• ‘Language and the Media’ Attitudes and Opinions
• Consumer Behavior – Psychographics
• 600+ measures– Media Consumption
• Print, TV, Cable, Radio, Internet– Product/Brand Consumption
• 8,000+ brands, 425+ categories
• Segmentation Systems– Simmons Psychographic Scales*– COHORTS (General Market & Hispanic*)– Experian True Touch Segments*– Tipping Points– Waistband Segments
For Over 50 Years, the Voice of the American Consumer
Acculturation…
For Over 50 Years, the Voice of the American Consumer
Acculturation Scale Development• The first step in the development of the model
was a theoretically-based investigation of the different pathways to acculturation and indicators of cultural identity.
• The Premise:Acculturation is not a one-dimensional pathway, that is, people don’t simultaneously drop one culture and pick up another.People tend to integrate aspects from different cultures into their lives.There tends to be a transition process from one culture to another. The potential exists for people to never leave transitional, cultural identity stages in their lives.
For Over 50 Years, the Voice of the American Consumer
A Selection of Simmons Cultural Indicators
ATTACHMENT TO U.S. (HOST) CULTURE
ATTACHMENT TO ORIGINAL CULTURE
When I’m with non-Hispanics, I like to share more about my Hispanic
heritage.
I enjoy eating traditional American food.
I often celebrate U.S. national holidays such as
the Fourth of July and President’s Day.I enjoy living the American
lifestyle and customs.
My home has many things in it that remind me of my Hispanic heritage.
I often celebrate holidays from Hispanic countries.
I have more Hispanic friends than non-Hispanic friends.
I try to keep up with Latin music, news or sports from Hispanic
countries.
For Over 50 Years, the Voice of the American Consumer
Example 1: Spanish-Language Magazines
50
60
70
80
90
100
110
120
130
1 2 3 4 5
IDENTITY WITH ORIGINAL CULTURE SCALE
INDEX
READ ANY SPANISH-LANGUAGE MAGAZINE IN
LAST 6 MONTHSHispanics/Latinos who have strong ties to their Hispanic culture over-index to the average Hispanic for having read a Spanish-language magazine.
For Over 50 Years, the Voice of the American Consumer
Example 2: Spanish-Language Cable
40
50
60
70
80
90
100
110
120
130
140
1 2 3 4 5
IDENTITY WITH ORIGINAL CULTURE SCALE
INDEX
VIEWED ANY SPANISH-LANGUAGE CABLE
NETWORK IN LAST 7 DAYS
Hispanic/Latinos with a high original culture score over-index for having watched a Spanish-language cable network in the last 7 days.
Hispanics who have a weak attachment to their traditional culture and norms are least likely to have watched a Spanish cable network.
For Over 50 Years, the Voice of the American Consumer
Example 3: When Moved to U.S.?
50
70
90
110
130
150
1 2 3 4 5
IDENTITY WITH HOST CULTURE SCALE
INDEX
Hispanicswho have weak ties to U.S. Culture are more likely to have moved to the U.S. within the last 9 years.
RESPONDENT MOVED TO U.S. IN 1995 OR LATER
For Over 50 Years, the Voice of the American Consumer
Product Placement…
For Over 50 Years, the Voice of the American Consumer
249
273
271
180After I watch my favorite TV show, I can remember the name brand products the characters were using
When I see a character on a TV show using a brand name product Ihave never used before I am more likely to try it
When I see a brand name product I've used before in a TV show, I amreassured that the product is good
When I'm in the grocery store and I see a brand name product Irecognize from a TV show, I'm more likely to buy it than its competitor
Product Placement Among Hispanics
Product Placement in Television – Agree Alot
For Over 50 Years, the Voice of the American Consumer
210
227
160
156After I watch a movie, I can remember the name brand products thecharacters were using in the movie
When I see a character in a movie using a brand name product I have never used before I am more likely to try it
When I see a brand name product I've used before in a movie, I am reassured that the product is good
When I'm in the grocery store and I see a brand name product Irecognize from a movie, I'm more likely to buy it than its competitor
Product Placement Among Hispanics
Product Placement in Movies – Agree Alot
For Over 50 Years, the Voice of the American Consumer
Shopping Attitudes and Styles…
For Over 50 Years, the Voice of the American Consumer
138
203
136
125I especially enjoy shoppng with someone of the opposite sex
I prefer shopping at specialty stores because they tend to carry the best brands
I often go out of my way to find new stores to shop at
I really enjoy any kind of shopping
Shopping Attitudes Among Hispanics
Shopping Psychographics – Any Agree
For Over 50 Years, the Voice of the American Consumer
Brand Loyal Shoppers among Hispanics
40
50
60
70
80
90
100
110
120
130
140
1 2 3 4 5
Brand Loyalty
INDEX
Far Below Average
Far Above Average
For Over 50 Years, the Voice of the American Consumer
Child Influenced Shoppers among Hispanics
40
60
80
100
120
140
160
180
200
1 2 3 4 5
Brand Loyalty
INDEX
Far Below Average
Far Above Average
For Over 50 Years, the Voice of the American Consumer
Consumer Confidence among Hispanics
40
50
60
70
80
90
100
110
120
130
140
1 2 3 4 5 6 7 8
Consumer Confidence
INDEX
Low High
For Over 50 Years, the Voice of the American Consumer
Multimedia Engagement Study…
For Over 50 Years, the Voice of the American Consumer
MME Methodology: W2 (Q1 ’07)
Television (540)
– 102 Broadcast & Cable TV Networks
– 438 Broadcast, Cable & Syndicated programs
– Viewing Environment
– DVR, In home, Out of home
Nearly 1,000 media vehicles measured:
Print (150)
– 150 Top Read Titles
– Monthlies, Bi-monthlies, Weeklies
– Hard copy/Online
– Depth of read
Internet (293)
– Top Ranked Ad-Supported Consumer Sites
– Additional Magazine and Television websites
For Over 50 Years, the Voice of the American Consumer
Engagement Dimensions
– Inspirational
– Trustworthy
– Life Enhancing
– Social Interaction
– Personal Timeout
– Ad Attention/Receptivity
A set of six global Engagement Dimensions are measured across all media channels:
• Television
• Internet
For Over 50 Years, the Voice of the American Consumer
Engagement Dimensions
– Inspirational: I am inspired by this program, magazine or Internet site; I have an emotional connection to this program, magazine or site.
– Trustworthy: I trust that this program, magazine or website tells the truth and does not sensationalize things.
– Life Enhancing: I am always learning about new things and places from this program, magazine or website—things that help me make better decisions in my life
– Social Interaction: This program, magazine or website constantly provides fodder for conversations that I have with friends and family
– Personal Timeout: This program, magazine or Internet site is special to me – the time I spend with this media element is enjoyable and considered “time just for me”
– Ad Attention/Receptivity: I am open to viewing/reading advertising on this program, magazine or Internet site because it is interesting and relevant to me
For Over 50 Years, the Voice of the American Consumer
Key Findings: Inspirational Media
Most Inspirational MediaInspirational: I am inspired by this program, magazine or Internet site; I have an emotional connection to this program, magazine or site.
Score
EXTREME MAKEOVER: HOME EDITION (ABC) 394EBONY 386OPRAH.COM 373LITTLE HOUSE ON THE PRAIRIE (HALLMARK CHANNEL) 373O, THE OPRAH MAGAZINE 371ANIMAL COPS (ANIMAL PLANET) 3697TH HEAVEN (CW) 367BLACK ENTERPRISE 367OPRAH WINFREY (IN SYNDICATION) 366ANIMAL RESCUE (IN SYNDICATION) 366ESSENCE 363LITTLE HOUSE ON THE PRAIRIE (TV LAND) 361THE ADVOCATE 360EBONYJET.COM (EBONY AND JET MAGAZINE) 359PARENTING 359CHANNEL.NATIONALGEOGRAPHIC.COM (NATGEO CHANNEL) 357BABY TALK 357JET 357THE AMERICAN LEGION 355WOMAN'S WORLD 355
[G] INSPIRATIONAL
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)*Base: A18+
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Key Findings: Multi-Channel Signature Analysis
150
200
250
300
350
Sco
re
espn.comESPNESPN, The Magazine
ESPN Properties
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Key Findings: Television
Hispanic Non-Hispanic
Inspirational 239 245
Trustworthy 285 286
Life Enhancing 259 236
Social Interaction 288 282
Personal Timeout 289 293
Ad Receptivity 250 221 *Ad-Supported Program Average
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Key Findings: Magazine
Hispanic Non-Hispanic
Inspirational 264 275
Trustworthy 314 325
Life Enhancing 306 302
Social Interaction 307 305
Personal Timeout 308 308
Ad Receptivity 297 286 *Ad-Supported Program Average
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Key Findings: Internet
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
Hispanic Non-Hispanic
Inspirational 232 223
Trustworthy 308 308
Life Enhancing 290 280
Social Interaction 297 281
Personal Timeout 266 265
Ad Receptivity 249 230 *Ad-Supported Program Average
For Over 50 Years, the Voice of the American Consumer
Key Findings: Television
Spanish English
Inspirational 246 245
Trustworthy 275 266
Life Enhancing 255 205
Social Interaction 283 268
Personal Timeout 284 297
Ad Receptivity 257 203
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Key Findings: Magazine
Spanish English
Inspirational 278 273
Trustworthy 311 324
Life Enhancing 297 303
Social Interaction 309 305
Personal Timeout 310 308
Ad Receptivity 295 287
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Key Findings: Internet
Spanish English
Inspirational 293 223
Trustworthy 326 308
Life Enhancing 314 280
Social Interaction 337 282
Personal Timeout 310 254
Ad Receptivity 302 231
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Database Integration…
For Over 50 Years, the Voice of the American Consumer
A segmentation system, based on an integration of Nielsen and Simmons data, that organizes people based on their viewing
behavior
What is BehaviorGraphics™?
For Over 50 Years, the Voice of the American Consumer
New Model – (’07-’08) • Trendsetters
• Kid Focused
• Renaissancers
• Tee Timers
• Picket Fences
• Sarcastics
• Sports Enthusiasts
• Platinum Shoppers
• Home & Family
• Makeover Mavens
• Real Adventures - NEW
• Night Owls - NEW
• Brass Tacks - NEW
• Urbanites
• Film Fanatics - NEW
• Careful Consumers
• The Good Life - NEW
• Potentials
• Social & Savvy
• Pragmatists
• Work Hard-Play Hard
• Daytime Dramatics
• Technofiles
Stats:
New Model:•32 Total Segments
•23 English Language TV Genres•9 Spanish Language TV Genres
•5 New General Mkts Segments•18 Returning•5 non-Returning: -Investigators
-Family Traditions-Just the 2 of Us-Media Heads-Gold Standard
• All About Los Ninos
• Informaticos
• Spanish Heritage Aficionados
• Musica Fans
• Familia y Futbol
• Happy Casa
• New Traditionals
• Compra-Holics
• Este Momento
For Over 50 Years, the Voice of the American Consumer
A few of the 2006 BehaviorGraphics
Primary GenrePopular Primetime
Dramas
Gold StandardUpscale, self-assured group who are very efficient and
organized
Having everything in order & juggling various tasks is key
Want to look good, stay young, be healthy and enjoy the finer
things in life
Primary GenrePrimetime
Reality/Sitcoms
Platinum ShopperYoung & well-off
Fashion conscious
Mobile lifestyles, dining out, movies, and nightclubs
Influential; others seek them out for advice before making a big
purchase
Primary GenreCrime Programs
InvestigatorsDown-home lifestyles, cooking,
gardening, country clubs, environmental organizations
and church organizations
Go to museums or to the theater
Traditionalists who are brand loyal with conservative tastes
FAQs• How many BehaviorGraphic
segments are there?
• In the 2006-2007 model there are 23 adult segments in the NTI and 23 Hispanic adult segments in the NHTI
• How stable is the system year to year?
• Typically we see 70% to 80% of the segments return year after year.
• Segments based on “established” programming like cable news or primetime news magazines are more stable, whereas segments based off niche programming are often less stable
For Over 50 Years, the Voice of the American Consumer
• Este Momento are confident, young Hispanics who are single and unencumbered
• They enjoy being the go-to- person among their friends for health and nutrition, as well as fashion
• They want to be noticed and like to wear clothes that get them the attention they crave
BG 32: Este Momento
• Friends are their focus and they enjoy spending time with them eating out, shopping, going to concerts or going to the movies
• Novelas on Azteca America are a favorite
• Living in the moment is what this group does best!
For Over 50 Years, the Voice of the American Consumer
SimmonsLocal Model…
For Over 50 Years, the Voice of the American Consumer
Local Consumer Study (LCS)
The LCS builds upon the accredited Simmons survey process integrating 5 years of Simmons data with household and geographic data from other trusted sources to reveal a unique GeoBehavioralSM fingerprint for every U.S. Census block group.
For Over 50 Years, the Voice of the American Consumer
Local Consumer Study (LCS)
The most recent year’s Simmons survey respondents are compared and scored to the GeoBehavioralSM fingerprint of each block group. Respondents are sampled to
represent the population in that block group based upon the comparison score.
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Lake Michigan
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170310000000
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170310103001170310102002170310102001170310201001
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Lake Michigan
For Over 50 Years, the Voice of the American Consumer
1. Sample sizes larger than any other local research study Average sample size in LCS markets is approximately 27,000 Large sample means more stable and more reliable results
2. Ability to deliver syndicated insights for every media market
3. Block group fingerprints more reliably reflect marketplace
nuances
4. The only cost-effective model to capture extensive insight in
every market
Local Consumer Study (LCS)There are many benefits to the patent-pending GeoBehavioralSM methods used in the Local Consumer Study
(U.S. Patent Application Serial No. 11/018,976 “Information Modeling and Projection for Geographic Regions Having Insufficient Sample Size”) and protected by US patent law
For Over 50 Years, the Voice of the American Consumer
Challenge: Begin Reaching More Hispanic ConsumersA regional bank needs to determine how to begin marketing to area Hispanics and at which have the highest potential to serve Hispanic customers?
Case Study: Regional Bank Market to Hispanics
For Over 50 Years, the Voice of the American Consumer
Case Study: Regional Bank Markets to Hispanics
Consumer Profile: The detailed insights in ELMS show that Greensboro area Hispanics are primarily of Mexican heritage and that over half were born outside of the United States and speak only or mostly Spanish.
Greensboro Hispanics: Language Preference
10.30%
24.70%
32.90%
24.20%
7.12% 0.75%
ONLY ENGLISH MOSTLY ENGLISH / SOME SPANISH
MOSTLY SPANISH / SOME ENGLISH ONLY SPANISH
BOTH ENGLISH AND SPANISH EQUALLY MOSTLY SOME OTHER LANGUAGE
Born in U.S.
Born in US 42%
Born Outside of US 58%
Heritage
Mexican 73%
Other 17%
Puerto Rican 7%
Cuban 3%
For Over 50 Years, the Voice of the American Consumer
Geographic Targeting: Hispanic Banking ProspectsELMS shows which branches have the highest potential to serve Hispanic customers by quickly plotting the Hispanic concentration within every ZIP code.
Case Study: Regional Bank Market to Hispanics
For Over 50 Years, the Voice of the American Consumer
Case Study: Regional Bank Markets to HispanicsConsumer Profile: How to Reach Area HispanicsELMS provided insights on how to reach and message to the Greensboro area Hispanics
Greensboro HispanicsRespect companies advertise in
Spanish 48%
Loyal to companies advertise in Spanish 41%
Remember products advertised in Span. 32%
Spanish labeling helps me select 20%
Spanish ads important in my decisions 26%
Greensboro Hispanics: Avg. Weekly TV
59%
36%
5%
English Lang Spanish Lang No Viewing
Hispanics in Greensboro with Bank Account:
Have ATM Card 74%
Avg. Uses/Month: 0 21%
Avg. Uses/Month: 1 15%
Avg. Uses/Month: 2-3 30%
Avg. Uses/Month: 4+ 34%
Use Credit Card 65%
MasterCard 42%
Visa 50%
Other 8%
For Over 50 Years, the Voice of the American Consumer
Summary…