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.