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Sxsw hispanic 3.15.11

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Hispanic Marketing after the 2010 Census

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Sxsw hispanic 3.15.11

  1. 1. The US after the 2010 Census… Jerry Rocha VP, Digital Media jerry.rocha@nielsen.com Twitter: jerryrocha<br />
  2. 2. Newborns Will Be Majority Multi-cultural Before 2020 <br />U.S. Census Bureau<br />The New Face of Opportunity<br />
  3. 3. The Hispanic population is, indeed concentrated in certain parts of the US<br />Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)<br />
  4. 4. But significant growth giving way to new Hispanic ‘hotspots’<br />Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)<br />
  5. 5. % Population Growth<br />2000–2010<br />40%<br />10%<br />3%<br />Hispanic<br />Total Population<br />Non-Hispanic White<br />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.<br />
  6. 6. These Were the Old Assumptions….<br />Where are we now? <br />
  7. 7. 2010 Data is coming out with the full nation by EOM… the projections have been blown away! <br />Texas grew at 41% vs. 10%<br />California grew at 28% vs. 1.5% <br />Oregon grew at 63% vs. 7.5% <br />NC grew at 111% vs. 14%<br />Alabama grew 144% vs. 5%<br />
  8. 8. The $1Trillion Latina<br />24 Million Hispanic women in the U.S.<br />46% are between18-49<br />42% Single <br />vs. 37% for Non-Hispanic*<br />35% Head of Household<br />vs. 33% for Non-Hispanic<br />54% Employed <br />vs. 55% Non-Hispanic*<br />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.<br />
  9. 9. Moms are the Queens of The Castles<br />Younger<br />of Hispanic moms are between 18-34 years old compared to 25% for Non-Hispanics <br />43%<br />32%<br />Have More Young Children<br />of Hispanic households have kids aged <br />6-11 vs. Non-Hispanic households 13%<br />Copyright © Univision Communications Inc. All rights reserved.<br />Work Hard<br />of Hispanic moms are employed vs. 63% of Non-Hispanics<br />66%<br />Relies on Brand Names<br />Of Hispanic moms are brand loyal<br />66%<br />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<br />
  10. 10. Hispanics’ Media Use<br />Increasingly, reaching the new family means reaching Hispanics<br />Where can you reach them?<br />How do their media habits compare to those of non-Hispanics? <br />The New Face of Opportunity<br />
  11. 11. Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband <br />Still…<br /><ul><li> 6 out of 10 have home computer with </li></ul> Internet<br /><ul><li> Almost 6 out of 10 have broadband</li></ul>Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)<br />The New Face of Opportunity<br />
  12. 12. Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online Video<br />Monthly Time Spent in Hours:Minutes<br />Hispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterparts<br />Source: Nielsen 3-Screens Report 1Q 2010<br />The New Face of Opportunity<br />
  13. 13. Hispanic Households More Likely to Own Internet and Video-Enabled Cell Phones<br />Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)<br />The New Face of Opportunity<br />
  14. 14. Hispanics Spend More Time Watching Video on Their Phones<br />Hispanics Use Cell Phones as Substitutes for Home Computer<br />Source: Nielsen 3-Screens Report 1Q 2010<br />The New Face of Opportunity<br />

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