US Hispanics: Past, Present, Future

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Oct 2008 Marketing Research Association Hispanic/Latino Event

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US Hispanics: Past, Present, Future

  1. 1. Hispanic Marketing Past, Present, Future
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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  
  8. 8. 70 70 60 60 50 50 40 40 30 30 20 20 10 10 0 0 2003 2007 2003 2007 Food & Beverage Music & Songs
  9. 9. 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)
  10. 10. 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.
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. 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 
  15. 15. Wallpapers  Ringtones  Games  Information services  Ads/advertorials ex. Diet info, contests  Interactive polling  Customer service 
  16. 16. 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.
  17. 17. 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 
  18. 18. 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 
  19. 19. 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.
  20. 20. 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.
  21. 21. 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
  22. 22. ◦ 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)
  23. 23. Attention Awareness Activate

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