Hispanic Consumers: Not All The Same
COLUMBUS, OH -- The U.S. Hispanic community continues to swell and the message is loud and clear to marketers, "one-size-fits-all marketing won't work." According to an analysis of the BIGresearch® Simultaneous Media Usage® Survey (SIMM®-Dec 09), there are some key similarities and differences every marketer should know about Hispanic groups in America including those households that speak English a majority of the time and those who don't, as well as Hispanics who were born in the U.S. and those who were not.
For example, shopping and media preferences of English dominant Hispanics (speak English more than 50% of the time) and those born in the U.S. are mostly similar. Likewise the preferences of Spanish dominant Hispanics (speak English 50% or less of the time) and those not born in the U.S. are very similar.
English dominant Hispanics Spanish dominant Hispanics
Top 3 Stores Shopped and U.S. Born Hispanics and Non-U.S. Born Hispanics
for Women's Clothing: Macy's Macy's
Top 3 Stores Shopped
for Electronics Best Buy Best Buy
Top 3 Radio Formats Rock Latin
Top 40/Pop Rock
When it comes to new media, English dominant and U.S.-born Hispanics are more likely to text on their cell phones and use TiVo/DVR while Spanish dominant Hispanics and those not born in the U.S. are more likely to blog and use instant messaging.
New Media Usage (Regular) - Hispanics
English U.S. Spanish Non-U.S.
dominant Born dominant Born
Blog 12.9% 12.7% 20.2% 20.1%
Instant Message 29.9% 29.5% 44.1% 38.7%
Text Message on Cell Phone 49.6% 49.3% 44.7% 44.4%
TiVO/DVR 29.7% 30.1% 21.2% 22.9%
Regarding traditional media, English dominant (94%) and U.S Born (93.5%) Hispanics are slightly more likely to watch TV in an average week than Spanish dominant (92%) and Non-U.S. born (90.8%) Hispanics. The latter groups are more likely to read the newspaper [Spanish dominant (64.4%) and Non-U.S. born (62.7%) v. English dominant (55.7%) and U.S Born (54.5%)].
"Not only does this data show us the power of Hispanics as consumers, but more importantly it also shows us how crucial it is for marketers to understand the importance of segmenting Hispanics in order to effectively reach all the niche markets within the Hispanic population," said Mariana Toledo, Marketing and Research Director, Televisa Publishing + Digital.
One thing all these segments have in common is that they are planning to buy. Whether it's a car, electronics or vacation travel, Hispanics outpace the general market when it comes to purchase intentions.
Plan to Buy Within Next 6 Months
English U.S. Spanish Non-U.S. Adults 18+
dominant Born dominant Born
Car 15.9% 14.7% 16.8% 19.6% 11.8%
Computer 24.6% 22.7% 27.9% 28.4% 18.6%
TV 22.9% 21.1% 20.0% 22.4% 16.1%
Vacation 24.5% 23.1% 28.2% 26.1% 21.6%
For the full complimentary report including purchases intentions and top media influences: http://info.bigresearch.com
BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the monthly Consumer Intentions and Actions® Survey (CIA®) of 8,000+ respondents and the semi-annual Simultaneous Media Usage® Survey (SIMM®) of 15,000+ respondents. More information is available athttp://www.bigresearch.com