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The Latino Influence Project
Dr. Max Kilger, Chief Behavioral Scientist, Experian Marketing Services
Holly McGavock, Director of Planning, Wing
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Today’s Discussion
Holly McGavock
► Director of Planning, Wing
Dr. Max Kilger
► Chief Behavioral Scientist, Experian Marketing Services
Agenda
Hispanic consumer trends
Latino Influence Project overview
Key Findings
What does it mean?
Join us after the webinar for a TweetChat Tweet using the hashtag
#LatinoInfluence
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Already the largest ethnic/racial group in the United states, 16% of Americans age six and older identified as Hispanic or Latino in 2012, up from 14% in 2006.
Hispanic populationThe Hispanic population continues to grow
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Nearly a quarter of Americans age 6 to 34 today are Hispanic compared with less than 10% among those age 50 and older.
Hispanic populationYoung Americans much more likely to be Hispanic
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Hispanic households control 10% of spending on non-essentials nationwide, but control 17% of discretionary spending in the Western U.S.
Discretionary SpendingSpending on non-essentials
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Hispanic households control fully 60% of all discretionary spending in the San Antonio Designated Market Area and 37% in Miami, but only 6% in Washington, D.C.
Discretionary SpendingSpending on non-essentials
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The Hispanic population is growing nationwide from Utah to Illinois to Florida
Growth MarketsHispanic population growing coast to coast
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Even during the recession, Hispanic consumers are 5% more optimistic than non-Hispanics, on average.
Experian Consumer Expectations IndexHispanic consumers consistently more optimistic
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Language preference by generation3/4 of Hispanics prefer to speak at least some Spanish
While first generation Hispanics are predominantly Spanish-dominant, second generation Hispanics are predominantly English-dominant, though many still speak some Spanish.
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Attitudes towards advertisingSpanish ads matter, even among English-dominant
Hispanics, even many English-dominant Hispanics, still have emotional ties to the Spanish language that carry over to companies that advertise in Spanish.
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Top indexing Shopping sitesTech sites, among others, skew to Spanish-inclined
Companies like these may enjoy greater loyalty and respect from the Hispanic population—English- and Spanish-dominant alike—by providing visitors the option to experience their sites in Spanish.
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Social Media Downstream TrafficLatinos are influenced through social media
Hispanic adults are more likely to follow their favorite brands and media on social networking sites. Below are some brands that are effectively leveraging social to capture an oversized share of downstream traffic from Spanish-inclined adults.
Aeropostale 8.3 million fans
LEGO Worlds 3.1 million fans
Barbie 6 million fans
JustFab1.2 million fans
ShoeDazzle2 million fans
Toys “R” Us3.4 million fans
Party City1.8 million fans
Macy’s9.3 million fans
Best Buy6.5 million fans
Hollister 9.8 million fans
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The Latino Influence Project
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The Latino Influence Project: Move beyond anecdotes
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Methodology
The study uses Simmons data to measure over 48,000 respondents across 60,000 variables, including language preference, brand use, attitudes, lifestyles and even political outlook.
The methodology utilized three sets of regression analyses using statistical software and Generalized Linear Model (GLM) logistic regressions on the subset of non-Hispanic residents. Within each regression the coefficient of the mean Hispanic density was tested for significance.
The study ruled out the effect of additional variables that may lead to influence such as age, geography, income and presence of children at home.
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What we found
Latinos are influencing the non-Latinos around them in many areas:
Food, drink, sports and musicFashion/AppearanceCookingTechnologyEnvironmentHealthTravelAdvertisingWork and Success
What we expected to find
Some surprises
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Some of our findings
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Hispanics and Food, drink, sports and music
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Findings: Food, drink, sports and music
Non-Latinos living in high-density Hispanic areas are:
14.2 times more likely to eat enchiladas
5.5 times more likely to eat jalapeños
8 times more likely to play soccer 6 times more likely to listen to salsa & merengue
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Food, drink, sports and music: Food for thought
Sports and music-related events that are typically targeted to Hispanics might be an opportunity to connect with non-HispanicsMexican food is so mainstream that it is not even considered ethnic anymore. Could the same trend happen for other regional specialties and products?
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Hispanics and fashion/appearance
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Findings: Fashion and appearance
Non-Latinos living in high-density Hispanic areas are:
84% more likely to say they are usually the first among their friends to try new clothing styles
94% more likely to say they no longer wear a lot of the clothes they wore a year ago because they have gone out of style
200% more likely to say they like to stand out in a crowd
46% more likely to say they like to make a unique fashion statement
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Fashion and appearance: Food for thought
Non-Latinos in Hispanic-dense areas may care more about how they dress and look.
► Beyond the beauty industry, this impacts health and wellness, education, and other areas.
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Hispanics and technology, mobile and internet
When it comes to technology, Latinos:Lead the way in smartphone and tablet adoption
Spend more time watching video online
Over-index in most social media sites (Facebook, twitter, etc.)
Why?A younger population
Staying connected
Price
Innovator status
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Findings: Technology, mobile and internet
Non-Latinos living in high-density Hispanic areas are:
2.3 times more likely to use their cell phones to get the
information they need.
2 times as likely to say texting is just as meaningful as an actual conversation.
71% more likely to keep up with developments in technology.
2 times more likely to say the internet has become their primary
source of entertainment.
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Technology, mobile and internet: Food for thought
Online and mobile should be considered as key communication channels when targeting Hispanics and the non-Hispanics living among themConsider ways to provide these consumers the information they are searching for, but also entertainment via mobile/online channels
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Hispanics and the environment
When it comes to the environment, Latinos:Are more likely to say they are concerned with the environment than their non-Hispanic counterparts
Come from a tradition of reducing, reusing and recycling
Why?Economic necessity
Relationship with nature/collectivism
Children learning about recycling in school
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Findings: The environment
Non-Latinos living in high-density Hispanic areas are:
3.6 times more likely to say they make a conscious
effort to recycle.
2 times more likely to say all products that pollute the
environment should be banned.
● 2.1 times more likely to say they are worried about pollution and
congestion caused by cars.2 times more likely to say they buy paper products that are recycled.
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Environment: Food for thought
Green packaging efforts, an area of key importance for Hispanics and the non-Hispanics living around them, should be a priority for brands trying to position themselves as green-friendly.Consider leveraging the ways Hispanics have been reducing, reusing, and recycling as education and inspiration for non-Hispanics
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Findings: Hispanics and health/nutrition
When it comes to health, Latinos:See good health as a balance between spiritual, physical, and emotional worlds
Are more likely to turn to alternative medicines such as home remedies or herbs
Look to informal sources of advice for medical information
Why?Relationship with nature/spirituality
History of folk medicine
Distrust in the scientific/prescription medicines
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Findings: Health and nutrition
Non-Latinos living in high-density Hispanic areas are:
2.1 times more likely to prefer alternative medicine
to standard practices.
2 times as likely to say their friends ask for their advice about
health and nutrition.
2.2 times more likely to trust homeopathic medicine.
81% more likely to believe that vitamins/minerals should be taken
for long-term benefits.
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Health and nutrition: Food for thought
Health and wellness providers and marketers should keep in mind that non-Latinos living in Latino-dense areas may be looking for and expecting a more holistic approach to health.Consider messages that reflect this mindset, which may be more relevant than messages that use a more scientific approach.
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The Latino Influence Project: Cultural Diffusion
Cultural diffusion can occur when two cultures live in close proximity to each other (e.g. propinquity)Traditionally marketers have thought in terms of Hispanics adopting cultural elements from their U.S. host cultureBut cultural diffusion is a two way social process…and the significant growth in the Hispanic population means more non-Hispanics are living in higher density Hispanic neighborhoodsWhen non-Hispanics live in higher density Hispanic neighborhoods, Hispanic cultural values and consumer consumption patterns including media, products, brands, music diffuse to these non-Hispanics
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The Latino Influence Project: What does it all mean?
The Hispanic market is growing, and their influence will only increaseRethink what we mean when we talk about a “general market” campaignReconsider who your “influencers” areFocus on Hispanic markets as hotbeds for cultural activity► The next big Hispanic market may be in a place we
don’t typically think of as Hispanic
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Question & Answer
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Taking it FurtherKey links and contacts
Andrew Speyer, Managing Director
212-500-9430
John Fetto, Senior Marketing Manager
212-749-3162
www.experian.com/simmons
www.latinoinfluenceproject.com
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Join us for a short TweetChat directly
following this webinar
Follow these simple steps:Go to http://www.TweetChat.com
Use the hashtag #LatinoInfluenceLog into your twitter account
Participate in the conversation
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