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US Hispanics: Past, Present, Future
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US Hispanics: Past, Present, Future

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Oct 2008 Marketing Research Association Hispanic/Latino Event

Oct 2008 Marketing Research Association Hispanic/Latino Event

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    US Hispanics: Past, Present, Future US Hispanics: Past, Present, Future Presentation Transcript

    • Hispanic Marketing Past, Present, Future
    • 66.1% 70.0% 60.0% 50.0% 40.0% 30.0% 14.5% 9.0% 20.0% 6.4% 4.0% 10.0% 0.0% Mexico Central Puerto Cuba Other America Rico
    • 16% 14% 14% 12% 11% 12% 11% 10% 10% 8% 9% 7% 8% 6% 6% 6% 4% 3% 4% 2% 0% P12- 18- 21- 25- 30- 35- 40- 45- 50- 55- 60- 65+ 17 20 24 29 34 39 44 49 54 59 64
    • Spanish Usage Remains Strong % Among 2nd Generation Groups Who Speak Spanish 98% 99% 99% 96% 87% 86% 81% 79% 70% 64% 68% 57% Speaks Spanish With Parents With Friends Mexican Cuban Columbian Nicaraguan Source: “Legacies” by A. Portes & R. Rumbaut, Children of Immigrants Longitudinal Study, 1996, as cited by New American Dimensions, 2003
    • Spanish Spanish All Eng 2% Language English Equally 1st learned 89% Preference Usage Span/Eng Preferred 58% 14% 25% At home 73% Mostly At work 64% Bilingual Spanish 28% 24% All Spanish Spanish 39% Preference 58% All Span Most Equally M All 21% Span Spanish/English Eng. Eng. 15% 42% 8% 10% Hispanic Media Usage Source: Meneses “Ask San Diego” 2006, Scarborough 2006
    • Effectiveness of Spanish Ads 1994 2000 All Hispanics Increasing Awareness +40% +61% Message Comprehension +56% +57% Persuasion Score Index + 522 +450 Bilinguals Increasing Awareness +46% +61% Message Comprehension +31% +36% Persuasion Score Index +400 +336 Teens Increasing Awareness - +40% Message Comprehension - +16% Persuasion Score Index -+220 Source: “Spanish vs. English Advertising Effectiveness Among Hispanics,” The Roslow Group 1994, 2000
    • General Market Hispanic Market Individual - “me” Collective - “group”   Look for quality of life Sacrifice for kids   Equality Hierarchy   Control of destiny Fatalism   Innovation Tradition   Efficient Personal   Accomplishment Enlightenment   Assertive Accommodating  
    • 70 70 60 60 50 50 40 40 30 30 20 20 10 10 0 0 2003 2007 2003 2007 Food & Beverage Music & Songs
    • Hispanics Watch Ads More Enjoy Looking at or Listening to Advertising 60 50 40 30 20 10 0 Source: Yankelovich 2007/2008 MONITOR Multicultural Marketing Study , as quoted in HMW 9/24/07 (national study)
    • Wall Street Journal, Oct 3, 2008  12 million immigrants are in the U.S. illegally.  But a new study by the Pew Hispanic Center, an independent think tank in Washington, D.C., estimates that annual undocumented arrivals from Mexico are down about 25% this year from 2005, to about 350,000.
    • Bush administration crackdown on illegal  immigration, with factory raids that led to deportations and even criminal charges for thousands of undocumented workers. Weakened economy has dealt a blow to these  workers, many of them employed in the slumping construction sector.
    • Flows of money to Latin America from U.S.-  based workers have slowed for the first time since the Inter-American Development Bank began tracking remittances in 2000. The rate of growth in remittances to  Guatemala has slowed in each of the past four quarters. The bank estimates that in the last quarter of this year, remittances will fall for the first time.
    • How many people in Latin America currently  subscribe to mobile services and what is the size of the market? There are approximately 286 million mobile  subscribers in over a dozen Latin American countries doing about a billion dollars of business.
    • There are approximately 30 million Hispanic  mobile subscribers in the US. Mobile content market for US Hispanics over  $100 million in ‘07 Mobile divisions distribute content in the US  via premium SMS advertised in TV, web, magazines and radio. Source: VeriSign, 2007 
    • Wallpapers  Ringtones  Games  Information services  Ads/advertorials ex. Diet info, contests  Interactive polling  Customer service 
    • Worldwide: There are currently over 3.3 billion  active cell phones worldwide, while just over 1 billion people are connected to the Internet. That’s about three to one in favor of cell phones. Who is the demo for mobile? They don’t have any  good research, but the demo is: Urban, male and young teens, ages 16-24 years. Many of the two thirds that have a cell phone but  not PC Internet access are Hispanics and Latin Americans. This fact has fueled to reach out to the Spanish-speaking world through mobile handsets.
    • How big is the mobile advertising market in  general? Estimate 1: The global market could reach $9.6  billion by 2010, as current growth rates are close to 50% annually. Estimate 2: By 2012 the share for mobile media  is expected to have reached 7.5%, while at the same time the digital advertising market will more than double in size. In monetary terms, the value of all mobile channels combined is forecasted to grow with a compound annual growth rate of 79.8 percent from $288 million in 2007 to $5.4 billion by 2012. Sources: Shosteck Group, Berg Insights 
    • What about the Hispanic mobile advertising  market? Hispanics significantly over-index on mobile  content consumption (71%) compared with the market average (48%) Hispanic data users as more likely (41%  compared with 30%) to recall seeing ads on mobile phones and more likely (22% vs. 13%) to have responded. (This would be a good graph to show) Source: ComScore m:metrics, NSI Q2 Mobile Ad Report 
    • What other companies are in this market ?  Ansible Mobile (London-based)  Vibes Media (Chicago-based)  Mobile units of media companies like  Televisa, Univision Movil or Impremedia.
    • What mobile applications are particularly  good for the Hispanic market? Music downloads and anything fútbol-  oriented content are of course wildly popular among Latin mobile users. Language services constitute the most popular mobile content among Latinos.
    • More…technology, choices, accountability  Audience research changes, i.e., Arbitron  Radio PPM launching in major markets nearby, Riverside-San Bernardino, LA… Fewer…resources in economic turmoil, long  term planning efforts, testing
    • ◦ Professional diligence and monitoring by marketers ◦ Reliable and valid sources of information on both sides of the border ◦ Working together to build our voices for Hispanic Marketing Research ◦ Improved ROI measurement metrics(same as English media)
    • Attention Awareness Activate