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Sxsw hispanic 3.15.11
 

Sxsw hispanic 3.15.11

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Hispanic Marketing after the 2010 Census

Hispanic Marketing after the 2010 Census

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  • This spring, the Census will show that Hispanics have grown by over 40% in the past ten years to reach 50 million people. That is ten times faster than the non-white population and makes Hispanics not only the largest, but also the fastest growing segment of our multicultural nation.

Sxsw hispanic 3.15.11 Sxsw hispanic 3.15.11 Presentation Transcript

  • The US after the 2010 Census… Jerry Rocha VP, Digital Media jerry.rocha@nielsen.com Twitter: jerryrocha
  • Newborns Will Be Majority Multi-cultural Before 2020
    U.S. Census Bureau
    The New Face of Opportunity
  • The Hispanic population is, indeed concentrated in certain parts of the US
    Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
  • But significant growth giving way to new Hispanic ‘hotspots’
    Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
  • % Population Growth
    2000–2010
    40%
    10%
    3%
    Hispanic
    Total Population
    Non-Hispanic White
    Source: U.S. Census Bureau Interim Projections August 2008. Asian American includes Asian, Hawaiian, Pacific Islanders. Other includes Native American, Aleut, Eskimo, 2 or more races or some other race.
  • These Were the Old Assumptions….
    Where are we now?
  • 2010 Data is coming out with the full nation by EOM… the projections have been blown away!
    Texas grew at 41% vs. 10%
    California grew at 28% vs. 1.5%
    Oregon grew at 63% vs. 7.5%
    NC grew at 111% vs. 14%
    Alabama grew 144% vs. 5%
  • The $1Trillion Latina
    24 Million Hispanic women in the U.S.
    46% are between18-49
    42% Single
    vs. 37% for Non-Hispanic*
    35% Head of Household
    vs. 33% for Non-Hispanic
    54% Employed
    vs. 55% Non-Hispanic*
    Source: U.S. Census Bureau Interim Projections Released August 2008 (based on 2010 projections); Sources: Simmons NCS/NHCS Spring 2010 FY – Pop. * Based on Females. Single includes females who have never been married, are divorced or separated.
  • Moms are the Queens of The Castles
    Younger
    of Hispanic moms are between 18-34 years old compared to 25% for Non-Hispanics
    43%
    32%
    Have More Young Children
    of Hispanic households have kids aged
    6-11 vs. Non-Hispanic households 13%
    Copyright © Univision Communications Inc. All rights reserved.
    Work Hard
    of Hispanic moms are employed vs. 63% of Non-Hispanics
    66%
    Relies on Brand Names
    Of Hispanic moms are brand loyal
    66%
    Sources: 1) Simmons NCS/NHCS Winter 2008 FY – HH Based on Women who are parents/guardian of a child. 2) Global Insight 2007 Hispanic Market Monitor 3) Yankelovich 2006
  • Hispanics’ Media Use
    Increasingly, reaching the new family means reaching Hispanics
    Where can you reach them?
    How do their media habits compare to those of non-Hispanics?
    The New Face of Opportunity
  • Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband
    Still…
    • 6 out of 10 have home computer with
    Internet
    • Almost 6 out of 10 have broadband
    Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)
    The New Face of Opportunity
  • Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online Video
    Monthly Time Spent in Hours:Minutes
    Hispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterparts
    Source: Nielsen 3-Screens Report 1Q 2010
    The New Face of Opportunity
  • Hispanic Households More Likely to Own Internet and Video-Enabled Cell Phones
    Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)
    The New Face of Opportunity
  • Hispanics Spend More Time Watching Video on Their Phones
    Hispanics Use Cell Phones as Substitutes for Home Computer
    Source: Nielsen 3-Screens Report 1Q 2010
    The New Face of Opportunity