Media Metrics: Connecting With Hispanics - This morning's MediaPost
It is easy to get caught in the buzzzzzz... of emerging market segments and the top line of the opportunity, the challenge is to see under the carpet. Susan does a great job of laying the ground work for the much needed insight on the "WHO?" and "WHAT?"
- English-speaking Hispanics have more in common with non-Hispanic consumers
- it's critical to look at the specific brand that is being advertised when it comes to deciding how and when to communicate to Hispanic audiences
- English-speaking Hispanics comprise only 45 percent of Hispanics
- English-speaking Hispanics are younger, better educated and earn higher incomes
- English speakers comprise a full 77 percent of Hispanics who have professional/managerial occupations
- They are 74 percent of Hispanics with an individual employment income of $40,000 or more
- English-speaking Hispanics are a ripe market for movies, electronics, CDs/DVDs, fast-food restaurants, candy, and liquor
- Nike is a favorite brand of English-speaking Hispanics, while Spanish-speakers favor Adidas. Coke has a Spanish-speaking skew, while Pepsi skews to English speakers
- Both are interested in personal style and improving their social status, Spanish-speakers have a more traditional outlook for women/gender roles and are slightly more religious. They are also more likely to be sensitive to the environment
- English-speaking Hispanics, collecting sports trading cards, participating in karaoke, and playing chess are some of the leisure activities they participate in well above the general population
- Participation in civic/public activities by Hispanics, is well below that of the non-Hispanic population
- The two language segments overlap somewhat in Texas and California
There is more in the article to help a brand manager develop media spend strategies and targeting plans.
