"u.s. hispanic market info & insights" – by michelle villalobos, former publisher...
DESCRIPTION
An in-depth look at Hispanic Market statistics as well as insights for marketers.TRANSCRIPT
US Hispanic Market
1
Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Insights
US Hispanic Market
2
Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
• As of 2006, the market represented a total spending power of almost
$800 billion
• Spending power is estimated to grow to $1.2 trillion by 2011
• Less media saturated
• More likely to ACT on marketing messages
• Must be addressed and engaged differently - require specialized
strategies
• Hispanics strongly influence popular culture
• They are more brand-loyal
• Media-mix will be different due to different media consumption habits
• In 2004, 37% of non-Hispanic whites thought Latinos influenced everyone's
lifestyle; now, it's 44%
• “Reverse Acculturation” phenomenon
The challenges are great, but the opportunities are vast.
U.S. Hispanic Market - Relevance
Sources: U.S. Census Bureau; Synovate U.S. Diversity Markets Report 2006; Selig Center's Multicultural Marketing Report 2006; Magazine Publishers Association, Hispanic Market Weekly: "A Hispanic Vote For Advertising, September 24, 2007
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Overview - Macro Perspective
Sources: U.S. Census Bureau; Synovate U.S. Diversity Markets Report 2006; Selig Center's Multicultural Marketing Report 2006; Magazine Publishers Association, Latin Force Group, LLC, American Marketscape DataStream, 2008 Series.
U.S. Hispanic Market Overview - Macro
Change in Population 2000 - 2006
• In 1967 the U.S. population was 200 million, in 2007 it is over 300 million
• About 53% of the extra 100 million people are recent immigrants or their descendants
• U.S. population growth is around .894%/year, the world's highest among developed countries
• The U.S. Hispanic population grew over 3% between 2003 and 2004
• Hispanics comprise the country's largest immigrant community
• In 5 years, the US Hispanic population has grown 24%
• Hispanics about 10 years younger than general market • There are about 45 million Hispanics in the USA.
• Hispanics comprise about 15.5% of the US population
• They are estimated to grow to over 25% by 2050
• Population trending away from rural areas
• Mean population center has moved West and South
• Growth due to immigration plus higher birthrate
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Age• The U.S. Hispanic population is substantially younger than the general population
Income• U.S. Hispanic income tends to be lower than general market income
Education• High-school education gap is close to general population, college isn't
Country of Origin Attachment• Native country influences food, music and other preferences, • Affects where immigrants settle in the U.S.
Consumer Spending• Purchasing habits
Acculturation & Language• Hispanics vary widely with respect to language preference and other acculturation indicators
Media Consumption Habits
Attitudes• Family, religion, politics and more
U.S. Hispanic Market Overview - Population Growth & Characteristics
Overview - Hispanic Market Overall Characteristics
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
25.9
35.4
26.2
35.5
26.4
35.7
26.7
35.9
26.9
36.0
27.2
36.2
27.4
36.4
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Median Age
2004 2005 2006 2007 2008 2009 2010
Median Age for General Population vs US Hispanics
Hispanic Population General Market
Age
U.S. Hispanic Market Population - Age
Source: US Census Bureau, American Community Survey2005
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Income
U.S. Hispanic Market Population - Age
$52,632
$33,362
$65,769
$39,476
$49,806
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
Median Household Income
White Black Asian/Pacific Islander Hispanic Total
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
$64,488
$44,093
$75,234
$49,458 $49,806
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
Mean Household Income
White Black Asian/Pacific Islander Hispanic Total
Income
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
Over two-thirds of Hispanic Households earn over $25,000/year
Under $15,000/year16%
$15,000 to $24,99915%
$50,000 to $99,99927%
$25,000 to $49,99933%
Over $150,000$100,000 to $149,999
6%
Income
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Education
As of 2006
• 86% of all U.S. adults 25 and older have at least a high school diploma
59.0% of Hispanics over 25 have a high school diploma or higher
• 33.4% of the general U.S. pop over 25 has an associate's degree or
higher
16.0% of Hispanics have an associate's degree or higher
• 25.3% of the general population over 25 has a college degree or higher
10.7% of Hispanics over 25 have a college degree or higher
Source: Annual Social and Economic Supplement to the Current Population Survey (CPS), U.S. Census, 2006
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Most Hispanic immigrants maintain some kind of connection to their native country through "transnational activities," which are: sending remittances, traveling back, or telephoning relatives, but the extent of their attachment varies considerably.
Of foreign-born Hispanics:• 9% do all 3 of these • 28% do none of these activities • 63% engage in 1 or 2 of these activities
There are significant differences by country of origin:
• Colombians and Dominicans maintain more active connections than Mexicans
• Cubans have the least contact
Source: Pew Hispanic Center
Attachment to Country of Origin
U.S. Hispanic Market - Attachment to Country of Origin
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
• Hispanic spending is substantial in all major categories
• Difference from General Market due in large part to their youth and large family size
• Top three categories for expenditures are: Shelter & Insurance Food & Beverage Transportation & Insurance
• Within the Food category, Hispanics over-index (spend more per household than the average multicultural household) in these categories:
Fresh Vegetables Fish & Seafood Fresh Fruits Eggs Beef
• Natural foods
• Emphasize quality
• "Homemade"
Consumer Spending Habits
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Attitudes
U.S. Hispanic Market Population - Age
• Family
• Health/weight
• Gender
• Religion
• Success/achievement/future
• Pride in culture/heritage
• Country of origin
• Politics
• Education
• Collectivism
• "Destino"
• Discrimination
• Duality
• Money/waste
• Time
Source: Pew Hispanic Center: National Survey of Latinos: Education, 2004
Source: Hispanic Marketing Insights Inspired by Latin American and U.S. Popular Literature," Holly McGavock, M.A., Felipe Korzenny, PH.D. at the Center for Hispanic Marketing Communication, Florida State University, 2007.
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Americanizado• English dominant (nearly no Spanish)
• Born in the USA• Few Hispanic cultural practices
Nuevo Latino• English preferred (some Spanish)• Born in the USA• Some Hispanic cultural practices • Often "retro-acculturated"
Bicultural• Bilingual (or nearly)• Immigrated as child or young adult• Many Hispanic cultural practices
Hispano• Spanish preferred (some English)• Immigrated as an adult, in USA 10+ years
• Predominant Hispanic cultural practices
Latinoamericano• Spanish dominant (nearly no English)
• Recently immigrated as an adult• Primarily Hispanic cultural practices
• Identify with home country more than USA
Americanizado15%
Nuevo Latino26%
Bicultural28%
Hispano17%
Latinoamericano14%
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
Acculturation - Language & Beyond
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Americanizado• English dominant (nearly no Spanish)
• Born in the USA• Few Hispanic cultural practices
Nuevo Latino• English preferred (some Spanish)• Born in the USA• Some Hispanic cultural practices • Often "retro-acculturated"
Bicultural• Bilingual (or nearly)• Immigrated as child or young adult• Many Hispanic cultural practices
Hispano• Spanish preferred (some English)• Immigrated as an adult, in USA 10+ years
• Predominant Hispanic cultural practices
Latinoamericano• Spanish dominant (nearly no English)
• Recently immigrated as an adult• Primarily Hispanic cultural practices
• Identify with home country more than USA
Americanizado15%
Nuevo Latino26%
Bicultural28%
Hispano17%
Latinoamericano14%
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
69%
Acculturation - Language & Beyond
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Americanizado• English dominant (nearly no Spanish)
• Born in the USA• Few Hispanic cultural practices
Nuevo Latino• English preferred (some Spanish)• Born in the USA• Some Hispanic cultural practices • Often "retro-acculturated"
Bicultural• Bilingual (or nearly)• Immigrated as child or young adult• Many Hispanic cultural practices
Hispano• Spanish preferred (some English)• Immigrated as an adult, in USA 10+ years
• Predominant Hispanic cultural practices
Latinoamericano• Spanish dominant (nearly no English)
• Recently immigrated as an adult• Primarily Hispanic cultural practices
• Identify with home country more than USA
Americanizado15%
Nuevo Latino26%
Bicultural28%
Hispano17%
Latinoamericano14%
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
59%
Acculturation - Language & Beyond
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
Hispanicity/Acculturation Segment
Socio-economic Status A
Socio-economic Status B
Socio-economic Status C
Socio-economic Status D
Socio-economic Status E
Americanizado 137.4 120.6 93.3 81.0 80.6
Nuevo Latino 128.2 122.1 104.8 83.6 69.5
Bicultural 87.2 101.9 107.0 104.0 94.4
Hispano 68.8 78.9 100.1 119.5 122.3
Latinoamericano 67.9 56.3 84.0 121.0 164.5
Geoscape American Marketscape DataStream Segmentation Summary Indices
Acculturation & Socioeconomic Status
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
Hispanicity/Acculturation Segment
Socio-economic Status A
Socio-economic Status B
Socio-economic Status C
Socio-economic Status D
Socio-economic Status E
Americanizado 137.4 120.6 93.3 81.0 80.6
Nuevo Latino 128.2 122.1 104.8 83.6 69.5
Bicultural 87.2 101.9 107.0 104.0 94.4
Hispano 68.8 78.9 100.1 119.5 122.3
Latinoamericano 67.9 56.3 84.0 121.0 164.5
Geoscape American Marketscape DataStream Segmentation Summary Indices
Acculturation & Socioeconomic Status
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
Hispanicity/Acculturation Segment
Mexican Puerto Rican Cuban DominicanSouth
AmericanCentral
American
Americanizado 105.9 138.8 99.4 37.5 80.8 33.1
Nuevo Latino 96.1 138.4 110.7 84.8 115.3 73.6
Bicultural 98.5 103.1 70.6 110.2 113.4 111.1
Hispano 103.0 60.0 79.9 127.4 90.6 133.3
Latinoamericano 100.4 29.6 161.8 142.0 77.6 158.7
Geoscape American Marketscape DataStream Segmentation Summary Indices
Acculturation & Country of Origin
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Media Consumption & Attitudes
U.S. Hispanic Market - Media Consumption Habits
• Roughly six in ten (59%) of Hispanics say they "enjoy looking at or listening to advertising,"
• Compare that with 30 percent of non-Latino whites who feel this way
• But only 25% of those surveyed feel that today's marketing is personally and culturally relevant to their lives
• "Authenticity is required. The messages have to be real and relevant to the Hispanic consumer."
• Hispanics' need for preserving cultural elements has heightened in the past 4 years:
In 2003, 48% of Hispanics surveyed said it is important to preserve music and songs
In the 2007 study, it was 62%
• With food and beverage:
36% of Latinos in 2003 said was important to preserve traditions
This year it was 61%
• Language is important - but relevance and content are as or more important.
• Key is CHOICE.
Source: Hispanic Market Weekly, "A Hispanic Vote For Advertising," September 24, 2007
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Media Consumption - TV
U.S. Hispanic Market - Media Consumption Habits
• 26 million Hispanics watch television in an average week
• Broadcast television dominates Hispanic viewership (note lower cable service penetration)
• Roughly 71% of Hispanics' television time is spent watching broadcast networks (vs. 58% of non-Hispanic males and 62% of non-Hispanic females'
• Hispanics are equally likely to have satellite service – 25% vs. 24% of non-Hispanics
• Spending on Cable TV to target Hispanics is growing faster than spending on network TV
• Telenovelas don’t completely dominate Hispanics viewing preferences!
• 68% of those surveyed indicate they watch news programs and political talk shows
• 43% percent say they watch telenovelas
• Game shows are the least popular format, only 11%
• 55% of U.S. Hispanics watch television in both English and Spanish
• 12% watch only in English
• 31% exclusively in Spanish
• 57% of the U.S. Hispanics born in other countries watch television in English
• While almost 75% of those born in the U.S. watch Spanish-language television
Sources: Hispanic Market Weekly: "What They're Watching," July 03, 2006; Hispanic Market Weekly, "Kagan Forecasts Great Growth For Hispanic Radio, TV" February 26, 2007; Hispanic Market Weekly: "Latinos Have Different Viewing Habits," June 26, 2006
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Media Consumption - Magazines
U.S. Hispanic Market - Media Consumption Habits
• Hispanics read magazines on par with (sometimes more than) the general population:
• 85% of Hispanics read magazines
• 47% trust the information in magazines
• 43% trust magazine advertising
• 73% say magazine ads give them idea about what to buy
• Hispanic consumers view magazines as credible sources of information
• They are more likely to act on advertising that appears in magazines than the overall population
• They perceive magazines as inspirational and "aspirational"
• View advertising in magazines as "part of the reading experience"
• They read about 8.5 issues per month, similar to the U.S. average
• The most avid Hispanic magazine readers are Spanish dominant
• Hispanics are more likely to consider ads as a seamless part of the magazine
• Less chance of saturation
• Engagement
Sources: Magazine: Magazine Publishers Association "Hispanic/Latino Profile" 2006; Hispanic Market Weekly "Magazines Score With Hispanics," September 18, 2006; Northwestern Reader Research Study, 2004.
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Media Consumption - Newspapers
U.S. Hispanic Market - Media Consumption Habits
• Hispanics read newspapers more faithfully than the general population
• Most read in Spanish (only 20% are "heavy" or "somewhat heavy" general market paper readers)
• Spanish-language newspapers have an average of 2.9 readers per copy (vs. 1.9 to 2.1)
• Nearly every major Hispanic newspaper posts circulation growth
• Less chance of saturation
• The nearly 20 million Hispanic newspaper readers in the U.S. aren't going anywhere: Hispanic readers don't abandon their Spanish papers for English versions as they become acculturated
• Content involving family/lifestyle information, local community news and store ads are especially important to the Hispanic market
Sources: Associated Press, August 26, 2006; NAHP; Newspapers Association of America, Hispanic Press, NAHP, Dirks, Van Essen & Murray; TNS Market Development/Hoy, NAHP; 2007 Newspaper Association of America " The Unique Audience of Hispanic Newspapers," NAA 2007 Markieting Conference, Las Vegas, prepared by Alloy Media + Marketing.
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Media Consumption - Radio
U.S. Hispanic Market - Media Consumption Habits
• Some research shows that radio content and ads are more trusted by and
have a greater emotional connection with Hispanics than with general
market listeners
• A 2006 RAEL (Radio Ad Effectiveness Lab) study found that:
32% Spanish-language radio listeners believe radio ads are fun (32%)
15% of non-Hispanics believe they are fun
33% believe ads are honest
13% of non-Hispanics believe they are honest
• Why?
There is less "fatigue" from marketing messages among the Hispanic
market
Radio tends to be a good source of relevant information
Source: Hispanic Market Weekly: "A Stronger Connection, Receptivity To Radio Ads," October 09, 2006.
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Media Consumption - Internet
• 55% to 56% of US Hispanics have access to or use the internet (71% of general Market)
• Between April 2005 and April 2006, over 1.6 million Hispanics came online for the first time
• Just 1 in 3 Spanish-dominant Hispanics go online BUT they also represent the most growth
• Online Hispanics are an “upscale mass market” 56% are college educated 21% are Spanish dominant 27% bilingual 52% English dominant
• English or Spanish?
• Strategies - portals
• Content
• Engagement
• Relevance
• Predictors of usage
Sources: Synovate 2006 US Diversity Markets Report, Pew Hispanic Center, Internet Study March, 2007; comScore Media Metrix Study, April 2006; Hispanic Market Weekly "Online Activity Lags For U.S. Latinos" March 19, 2007
Source: ComScore Media Metrix
U.S. Hispanic Media Consumption - Internet
176,000
389,000
1,076,000
1,641,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Bilingual English Spanish Total
Language Preference
New Hispanic Online Users, April 2005 to April 2006
Hispanic Online Growth by Language April 05-April 06
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Media Consumption - Internet
Source: Jupiter Research "Marketing to U.S. Hispanics Online - Tapping Into A Young, High-Speed Audience." 2005
U.S. Hispanic Media Consumption - Internet
36%
32%
28%
27%
21%
16%
14%
41%
22%
24%
20%
26%
16%
16%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Visited Newspaper Sites
Visited Sites about Movies
Visited Sites about Sports
Visited Sites about Music
Visited Sites about TVShows
Visited Sites about Cars
Visited Sites about Politics
Hispanics Non-Hispanics
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Media Consumption - Internet
Source: Jupiter Research "Marketing to U.S. Hispanics Online - Tapping Into A Young, High-Speed Audience." 2005
U.S. Hispanic Media Consumption - Internet
54%
48%
41%
32%
31%
29%
20%
16%
50%
40%
31%
28%
27%
18%
19%
10%
0% 10% 20% 30% 40% 50% 60%
Participated in Contests orSweepstakes
Used AIM, Yahoo!Messenger, or ICQ
Chatted Online
Played Action Games Online
Listened to Audio Online
Did Homework/Researchfor School
Viewed Video Online
Used File-Sharing Apps toShare Music, Movies
Hispanics Non-Hispanics
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Media Consumption - Internet
Source: AOL 2006 Hispanic Cyberstudy
U.S. Hispanic Media Consumption - Internet
Hispanics who use the internet are increasingly relying on it to make purchasing decisions
51%
59%
63%
56%
61%
59%
63%
70%
74%
63%
69%
64%
68%
72%
72%
70%
75%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Make Final Decision onBrand to Buy
Compare Prices
Learn Where Item isAvailable
Get Advice on WhichBrands to Buy
Learn About Features %Benefits of Specific Brands
Learn About AvailableBrands of Products
2004 2005 2006
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Media Consumption - Internet
U.S. Hispanic Media Consumption - Internet
57%
15%
27%
86%
3%
11%
60%
11%
28%
25%
38%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Online Hispanics Mostly Acculturated Partially Acculturated RelativelyUnacculturated
English Spanish Both English & Spanish
Source: AOL 2006 Hispanic Cyberstudy
Overall, Hispanics tend to use the Internet in English. But this may be less a function of preference and more one of content availability. Many
sites simply are not available in Spanish.
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Media Consumption - Internet
U.S. Hispanic Media Consumption - Internet
41%
14%
42%
8%
44%
17%
46%
11%
63%
6%
38%
19%
33%
16%
36%
14%
47%
18%
27%
21%
34%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
National
Los AngelesNew York
ChicagoMiami
HoustonDallas
San FranciscoSan Antonio
PhoenixMcAllen
Internet at Home Someplace Else/Some Other Device
• Highest internet penetration levels: Miami San Antonio New York
• Lowest internet penetration levels: Pheonix Dallas Los Angeles and San Francisco
• However, note absolute numbers: Los Angeles - 50% of 4.6 million is a lot of Hispanics online!
• Why relevant? Identify the market Identify media usage/preferences Adapt the message to the media
Source: AOL 2006 Hispanic Cyberstudy
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Regional & State Perspective
Sources: U.S. Census Bureau; Synovate U.S. Diversity Markets Report 2006; Selig Center's Multicultural Marketing Report 2006; Magazine Publishers Association, Latin Force Group, LLC, American Marketscape DataStream, 2008 Series.
U.S. Hispanic Market Overview - Regional & State
• Hispanics are concentrated in certain areas of the country - but growth is almost everywhere
• California and Texas are the most populous states in the country
• 49% of US Hispanics live in California (13.1 million) or Texas (8.4 million)
• New Mexico has the highest proportion of Hispanics (43% of its population)
• The Hispanic population of Los Angeles County is over 4.6 million
• Most U.S. Hispanics are of Mexican descent - about 70%
• Most U.S. Hispanics of Mexican heritage are concentrated in West and Southwest
• Non-Hispanic whites are a minority in 315 counties, including some of the largest (LA, Chicago)
• Non-Hispanic whites are a minority in California, Texas, New Mexico, Hawaii and DC
• While the majority of Hispanics are concentrated in California, Texas, New York, Florida and Illinois, the fastest growing areas for Hispanic population are: Charlotte, Atlanta, Raleigh-Durham, Indianapolis, Orlando, Portland (OR), and Minneapolis.
US Hispanic Market
31
Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Regional & State Perspective
U.S. Hispanic Market Overview - Regional & State
States with Greatest Population Growth
US Hispanic Market
32
Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
Top 25 States - Sorted by Number of Hispanics
U.S. Hispanic Market Population - Top 25 States
State Total PopulationNon-Hispanic
White
% Non-Hispanic White Hispanic Population
% Hispanic Population
CA 37,117,133 15,535,835 41.9% 13,669,540 36.8%TX 24,445,647 11,507,936 47.1% 8,959,512 36.7%FL 18,801,900 11,276,349 60.0% 3,974,414 21.1%NY 19,348,942 11,579,601 59.8% 3,199,035 16.5%AZ 6,554,910 3,835,069 58.5% 1,993,453 30.4%IL 12,953,283 8,343,916 64.4% 1,992,628 15.4%NJ 8,786,597 5,388,233 61.3% 1,434,636 16.3%CO 4,894,547 3,479,231 71.1% 995,429 20.3%GA 9,771,845 5,639,975 57.7% 798,774 8.2%NC 9,158,932 6,168,747 67.4% 671,798 7.3%WA 6,572,850 4,979,885 75.8% 630,539 9.6%PA 12,501,596 10,180,217 81.4% 574,884 4.6%MA 6,438,907 5,097,158 79.2% 534,158 8.3%VA 7,818,632 5,221,471 66.8% 528,435 6.8%MI 10,112,157 7,819,395 77.3% 411,485 4.1%MD 5,690,132 3,249,796 57.1% 375,197 6.6%IN 6,397,180 5,325,047 83.2% 331,657 5.2%OH 11,504,082 9,486,946 82.5% 282,796 2.5%WI 5615446 4,782,954 85.2% 279,696 5.0%TN 6,177,103 4,760,338 77.1% 221,323 3.6%MN 5,240,085 4,466,061 85.2% 211,994 4.0%MO 5,928,290 4,874,082 82.2% 179,568 3.0%SC 4,441,183 2,900,888 65.3% 171,644 3.9%LA 4,381,527 2,734,052 62.4% 130,799 3.0%AL 4,671,153 3,208,243 68.7% 128,386 2.7%
CaliforniaTexasFloridaNew YorkArizonaIllinoisNew JerseyColorado
Source: Latin Force American Marketscape DataStream, 2008 Series
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Top 25 DMAs - Sorted by Overall Size
U.S. Hispanic Market Population - Age
DMA Total Population Non-Hispanic White% Non-Hispanic
White Hispanic Population% Hispanic Population
New York 20,854,029 11,000,544 52.8% 4,342,983 20.8%Los Angeles 17,766,405 6,153,621 34.6% 7,908,138 44.5%Chicago 9,790,606 5,514,280 56.3% 1,932,726 19.7%Philadelphia 7,880,178 5,342,645 67.8% 661,477 8.4%Dallas-Ft. Worth 6,947,664 3,760,461 54.1% 1,829,788 26.3%San Francisco-Oakland-San Jose 6,862,924 3,144,206 45.8% 1,542,459 22.5%Atlanta 6,509,461 3,683,160 56.6% 644,964 9.9%Boston 6,243,186 5,053,331 80.9% 441,786 7.1%Washington DC 6,212,558 3,429,258 55.2% 693,702 11.2%Houston 6,151,228 2,645,009 43.0% 2,050,892 33.3%Pheonix 5,137,796 3,094,562 60.2% 1,469,857 28.6%Detroit 5,011,648 3,497,706 69.8% 181,607 3.6%Seattle-Tacoma 4,685,189 3,512,470 75.0% 355,405 7.6%Minneapolis-St. Paul 4,466,244 3,767,027 84.3% 186,224 4.2%Tampa-St. Petersburg 4,393,848 3,159,696 71.9% 620,717 14.1%Miami-Fort Lauderdale 4,342,505 1,323,926 30.5% 1,980,870 45.6%Sacramento-Stockton-Modesto 4,044,822 2,172,342 53.7% 1,005,432 24.9%Denver 3,908,921 2,774,154 71.0% 808,331 20.7%Cleveland-Akron 3,879,763 3,109,825 80.2% 107,327 2.8%Orlando-Daytona Beach-Melbourne 3,682,571 2,403,425 65.3% 639,781 17.4%St. Louis 3,195,354 2,499,980 78.2% 64,496 2.0%Portland, OR 3,107,765 2,448,267 78.8% 352,348 11.3%San Diego 2,955,804 1,494,183 50.6% 918,200 31.1%Baltimore 2,876,991 1,833,642 63.7% 91,035 3.2%Charlotte 2,847,155 1,996,226 70.1% 209,434 7.4%
Source: Latin Force American Marketscape DataStream, 2008 Series
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market Population - Age
Source: Latin Force Group, LLC, American Marketscape DataStream, 2008 Series
14.0%
25.5%
25.6%
17.7%
17.1%
14.4%
26.0%
26.6%
18.2%
14.8%
14.7%
25.9%
27.2%
18.1%
14.2%
6.8%
21.2%
24.1%
17.7%
30.1%
12.2%
25.6%
29.1%
18.5%
14.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Chicago Houston Los Angeles Miami-Ft.Lauderdale
New York
DMA
Americanizado Nuevo Latino Bicultural Hispano Latinoamericano
Acculturation in Top 5 DMAs
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
• Are you seeking employing Hispanic talent in key decision making roles?
• Are you buying from Hispanic businesses?
• Do you give back to the Hispanic community and support Hispanic-friendly public policy?
• Does your company mirror the demographics of the consumer base with the employee population?
• Do you ensure wage and benefits equity with the overall employee population?
• Do you track and monitor promotion and attrition rates of Hispanics?
• Do you invest in programs that address issues of concern to the Hispanic community?
• Do you set standards and monitor Hispanic employment practices of vendors?
• Does the company track vendor expenditures to Hispanic demographic groups?
• Can you award more contracts to Hispanic vendors?
• Does the company develop Hispanic vendor capacity by providing access to capital, assistance, and opportunities?
• Will you target and develop at least one Hispanic vendor into their top ten-vendor list?
Source: Hispanic Association of Corporate Responsibility
U.S. Hispanic Market Population - Corporate Commitment
Committing to the Hispanic Market - From the Inside Out
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Food Preferences
Case Studies - Pizza Patrón
• Mission/message: "Committed to serving Hispanic core customers"
• Product: Inexpensive Pizza
• Placement: Predominantly Hispanic communities
• Promotions:
From "A Good Deal" to "Más Pizza, Menos Dinero"
"Buy pizzas with pesos" and "Bienvenido Paisano"
El Patrón (the Boss) - a fedora-topped, mustached man
Franchise look and feel: shed references to Italy,
Spanish/bilingual staff, advertising and marketing
• Price: Inexpensive ($4.99)
• Result: growth in sales, but also backlash
Source: brandchannel.com, Alycia de Mesa, August 6, 2007
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Food Preferences
Source: Advertising Age, January 8th, 2007; Google Video
Case Studies
Mission/message: "For your Future"
• Product: Hybrid vehicle
• Promotions/methodology:
o TV Ads
o Superbowl placement (25% of Hispanics over 18 watch)
o Address relevant issues: Family, education, future, language
o Notice no mention of specific numbers - mileage, horsepower
o Emotional appeal
• Result: Camry registrations grew 32% among Hispanics
QuickTime™ and a decompressor
are needed to see this picture.
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Food Preferences
QuickTime™ and a decompressor
are needed to see this picture.
Case Studies - Republican National Campaign, 2004
Purpose: Raise support for Republican party among "Latinos"
• Messages/touchstones/tactics:
History
Pride in culture/heritage
Family - "Comes first, helps one another"
Values - "Strong, conservative values"
Religion
Economic success
Work ethic
Education
Interviews
• Result: According to the National Elections Pool (NEP) exit poll, President Bush garnered 44 percent of the Hispanic vote (Kenski and Kenski 2005). In 2000, Bush won 31 percent (Connelly 2004).
Source: brandchannel.com, Alycia de Mesa, August 6, 2007
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Food Preferences
Case Studies
NFL: Sought to increase interest among Hispanics
• Placement: Telemundo game coverage, 2006 game in Mexico City
• Promotions:
o Spanish sportscasting by Alvaro Martin
o 24 Hispanic players on roster in 2006
o Fantasy Football in Spanish (can choose)
o Madden NFL video game being released in a bilingual edition
o NFLatino.com launched in 2006 - includes areas geared toward beginners, Hispanic player diaries and interactive polls
• Result: 2006 Mexico City game, first ever outside USA, drew league's LARGEST CROWD for any game.
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Food Preferences
• Product: Subcompact, appeal to stylish creative spirit
• Promotions:
o MundoYaris.com - mix music, create ring tones online
o Yaris Design Lab - make films, music and art
o Language - CHOOSE
o Made relevant - mobile content, music, language
o Alternative career fair
o Win an Ozomatli performance at home
o TV, Print, Radio in English-language outlets (SíTV, Urban Latino Magazine)
o Links to Mun2, Yahoo Film Festival, chat rooms, blogs, showroom
• Result: From unknown to 30% share of entry-level subcompact segment in Hispanic market.
Case Studies
Toyota Yaris - Target Nuevo Latino, "young Latino trendsetters leading the way in a new, multicultural world"
US Hispanic Market
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Copyright 2007, Mivista Consulting. This report may not be altered, reprinted, published or disseminated to the public without the sole written permission of Mivista Consulting ([email protected])
U.S. Hispanic Market - Food Preferences
Summary
• There really is no "Hispanic Market"
• Hispanic Market is not a monolithic bloc
• Like the general market, it is a collection of several sub-segments
• Big differentiators are age, income, education, attitudes…
• Most can be captured by "Acculturation" level
• Then layer with additional knowledge: country of origin, tastes, consumer habits
• Strategy is: Don't try to speak to the entire market with one message, in one language
• When marketing, find the right media vehicles then develop the right message
• Don't rely on rational appeals in marketing, an emotional appeal is likely to be more successful
• Examine how your company internally reflects its commitment to the Hispanic market
• Stick to it. There's no where to go but up.