Hispanic Trends
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Television
- The visual confirmations provided in television advertising are extremely important, especially so for Spanish-dominant Hispanics.
- 49% of U.S. Hispanics who watch television during prime-time hours, watch Spanish language programming.
- 40% of Spanish-dominant Hispanics regularly watch English-language programming.
- 30% of English-dominant Hispanics regularly watch Spanish programming.
Radio
- Radio is a proven, effective medium in targeting Hispanics.
- The most unique aspect of Spanish-language radio stations is the time spent listening.
- The Hispanic population often listens to the radio all day.
- The entire family may listen to one station and tune in, on average, 26 - 30 hours per week. This ranks more than 13% above the general population.
Print
- Minority newspapers are an inseparable part of the local minority community. They deliver what no mass medium can -- news that is specifically geared to the needs and concerns of individual minority communities.
- Newspaper readership skews to Adult 34-54 age group with an average HHI of $40k+
Event Marketing
- Events create excitement, reinforce image, and allow you to hand-deliver your marketing message face-to-face with your target audience. However, many company's efforts at selling themselves to Hispanics are limited to sponsoring the occasional Cinco de Mayo celebration -- these half-hearted efforts will not effectively capture the attention of Hispanic consumers.
Direct Response Marketing
- The process of acculturation influences the Hispanic consumer's perception of direct marketing. While most consumers in the general market dismiss direct marketing materials as junk mail, Latinos -- particularly recent immigrants -- welcome it as a means of becoming a more informed consumer.
- Overall, Hispanic households are 3.5 times more likely to respond to a direct mail solicitation than a non-Hispanic household;
- 72% say they always read their mail, including direct marketing;
- 60% of the direct mail sent to homes is in English;
- 52% of the respondents speak only Spanish in their homes.
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