Census Implications IAB webinar“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.
The new profile of 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 4
Latinos are leading growth in US• 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.
Forever young?• 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). 6
Internet penetration is catching up to GM Higher acculturated Hispanics even outpace GM penetration 100% 90% 80% 70% GM 60% Hispanic 50% Learner 40% Straddlers 30% Navigators 20% 10% 0% 2008 2009 2010NCS/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 growthSources:Source: ComScore Media Metrix 2011Sources: ComScore & Simmons 2010
And Mobile has become the new web Index 226 Index166 Index 161 Index 148 Access Access Watch Videos Access Digital News or or TV Social Music Information NetworksSource: comScore / Jan 2011
Consumption of media in bothlanguages, has become the new norm. 10
Implications for marketersFor “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• 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 dont need to wait for the next Super Bowl of demographics.The game of Latino marketing happens every week.