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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
---------------------
                      Walmart                    JCPenney
                      Kohl's                     Walmart
Top 3 Stores Shopped
---------------------
for Electronics       Best Buy                   Best Buy
---------------------
                      Walmart                    Walmart
                      Target                     Amazon

Top 3 Radio Formats   Rock                       Latin
---------------------
                      Top 40/Pop                 Rock
                      Hip-Hop                    Hip-Hop

 

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

About BIGresearch® 
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

 



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