The Census 2010: How the Numbers Impact Interactive StrategiesPresentation Transcript
Webinar Presenters Mary Zerafa Vice President Integrated Marketing, impreMedia Cynthia Corzo Editor, Hispanic Market Weekly Gustavo Razzetti Chief Strategy & Engagement Officer, Grupo Gallegos Evan Bacalao Senior Director of Civic Engagement, NALEO
Hispanics… …are expected to transform large parts of our economy and culture to a greater extent and in new ways
The 2010 Census – 10 Questions With some paraphrasing for brevity, here are all 10 questions on the 2010 Census form: How many people were living or staying in this house, apartment or mobile home on April 1, 2010? Were there any additional people staying here April 1, 2010 that you did not include in Question 1? Is this house, apartment or mobile home owned by you or someone in the house with a mortgage? Owned free and clear? Rented? Occupied without payment of rent? What is your telephone number (number to call if an answer is unclear)? Names of the individuals living in the home. Sex of the individual inhabitants of the home. Ages and dates of birth of the individual inhabitants of the home. Are any the individuals living in the home of Hispanic, Latino or Spanish origin? The race of the individual inhabitants of the home. Do any of the individuals live or stay somewhere else?
Census vs. American Community Survey Every 10 Years Includes 10 questions:
Persons in household
Ethnicity, race, country of origin
Housing type and owner/renter
household members Ongoing monthly sample ~2m/year Includes 48 questions:
All decennial census questions
More detail on housing characteristics
Occupation & Public assistance data
Language spoken at home
and English ability
Place of birth and citizenship status
Income, Employment, etc.
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Latinos are the largest minority in the U.S. 50% of the U.S. population growth was driven by increases in the Hispanic population
Population by Hispanic Origin and Race
Hispanics have the highest purchasing power among any racial or ethnic group Estimated $1 trillion in 2010 to grow to $1.5 trillion in 2015
U.S. Hispanic Purchasing Power Hispanic purchasing power will rise to $1.5 trillion in 2015, larger than the economies of all but 8 countries in the world
That’s an astounding 457% increase over 1990
What do companies need to know about this purchasing power? - that Hispanics are Fiercely Brand Loyal
As research indicates – 85% of Hispanics prefer to buy a more expensive but trusted brand over a less expensive one they don’t know
The Hispanic Market is changing the way that agencies and the media think about Latino-focused marketing campaigns and advertising dollars
The Super Bowl of Demographics by Gustavo Razzetti (@gusrazzetti) Chief Strategy & Engagement @GrupoGallegos
The Super Bowl of Demographics
High expectations attracting both experienced Hispanic advertisers - the "aficionados" - and newcomers, the "casual fans.”
The major event supporting the growing interest in the Latino market.
In 2002, Hispanic ad investment soared to $3.4 billion (27.4% growth versus 4% in the previous year).
General Market redefined
Hispanics are 16% of total pop (50MM)
General Market is changing: now only 65.2% of Total Population is white.
In Arizona, Texas, and California, Hispanics make up 30% or more of their total populations.
A New Profile of The Latino Population
Not as concentrated as it used to be.
Spanish still plays a big role at home.
Average income continues to increase.
Growth is driven by US born Latinos
Latinos are Leading Growth in U.S.
Hispanics contributed 55% of the overall population growth.
Without HA, population of many States would have shown a decrease.
The Hispanic population in 37 states has increased by over 50 % between 2000 and 2010.
9 States had a Hispanic growth of 100% or more.
1 out of 4 babies – 2 year old or younger- are Latinos.
22% of people of age under 18 are from Hispanic origin.
Latino population under 35 years old grew 51.5% in the last two decades versus a 7.3% growth for non-Hispanic whites.
While most of Latinos (61.8%) are still under 35 years old, the number has reduced significantly (68.7%in 1990).
Internet Penetration is Catching up to GM Higher acculturated Hispanics even outpace GM penetration NCS/NHCS: FALL 2010, 2009, 2008 ADULT FULL YEAR (OCT '09 - DEC '10)
Social Media is Also Exploding 22 million Hispanic visitors 70% Hispanic Reach 125%Annual Hispanic growth 3.2 million Hispanic visitors 10% Hispanic reach 22% Annual Hispanic growth 18 million Hispanic visitors 58% Hispanic reach 25% Annual Hispanic growth
Mobile has become The New Web Index 226 Index 161 Index 148 Index166 Access Digital Music Access News or Information Watch Videos or TV Access Social Networks
Consumption of Media in both Languages, has become the New Norm
Implications for Marketers For “aficionados”: Expand your efforts beyond the traditional Hispanic DMAs. Unique opportunity of targeting bicultural, bilingual Hispanics to grow their business among Latinos. Test media and messages in both languages. For "casual fans”: With Digital and New media explosion, Pilot Programs in specific DMAs can be developed very effectively and efficiently. For both “aficionados” and “casual fans”: Consider the "new Latino DMAs" as the perfect testing ground, specially for new products and youth or technology related initiatives.
Implications for Marketers (cont’d) Retailers and regional brands should start considering Latinos as the new General Market. In specific categories (mobile phones, tablets, luxury goods, etc) Latinos is the way to grow the business. From an engagement standpoint; we need to go beyond advertising to effectively tap into this mobile, digital, and bicultural consumer.
You don't need to wait for the next Super Bowl of demographics. The game of Latino marketing happens every week.
Who we are The NALEO Educational Fund is the leading nonprofit organization that facilitates full Latino participation in the American political process, from citizenship to public service. It achieves this mission through three primary programmatic departments: Policy, Research & Advocacy (PRA) Civic Engagement (CE) Constituency Services (CS)
2010 Census – Latino Growth Reapportionment The overall population increases by 10%. Latino population grows 43%, and reaches 50.5 million mark. Latinos are 56% of America’s growth. Latinos prevent net population decline in IL, NJ, NY, & other states. South sees dramatic Latino growth – NC Latino population doubles (111%). Almost 1 in 4 youth (under 18) in the United States is Latino. In 2009, 92% of Latinos under 18 years of age were born in the United States.
Post-Census Reapportionment Reapportionment
Growth, and Continued Need Latino CVAP, Registration, and Turnout in General Elections
2008 Presidential Elections Reapportionment GOP Latino voters deliver critical win to McCain in Florida. Democratic Latino voters save Hilary Clinton’s primary campaign. Record Latino turnout – 28% increase over 2004. Latinos reshape the political map, including those with emerging Latino communities. Assoc. Press
IAB Updates www.iab.net Educational Webinars Navigating the Cross-Section of Consumer Insights, Sentiment, & Online Behavior – hosted by SAS & Organic, July 13, Noon EST Compliance with IAB’s New Member Code of Conduct July 27, Noon EST Professional Development Classes On-demand training classes available @iab.net Conferences Mobile: IAB Marketplace, July 18, NYC MIXX Conference, Expo, & Awards, October 3-4, NYC Ad Operations Summit, November 7, NYC Networking IAB and NY Ad Club Sponsored By Discovery Communications August 2, 6pm-8pm, NYC
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