Hispanic Marketing - A Critical Market Segment

Marketing to Hispanic people is often overlooked by most companies. The biggest mistake is to think that their standard marketing will appeal to this segment.

• According to HispanTelegence, U.S. Hispanic purchasing power surged to $870 billion in 2008, and is projected to reach $1.3 trillion by 2015.
• Durring the past decade the rate of growth was nearly twice the national average.
• Univision is now the #5 network in the United States, behind ABC, NBC, CBS and Fox.

When asked about marketing effectiveness, 38% of Hispanics surveyed found English language ads less effective than Spanish ads in terms of recall and 70% less effective than Spanish ads in terms of persuasion.Research shows that while Hispanics consume every type of media, and are rapidly moving to digital forms of marketing. The combination of Internet, direct mail, broadcast and print makes it possible for the Hispanic consumer to obtain additional information and "close the sale" -- with each medium contributing to the total communication story.

Internet

• This year, 29.6 million Hispanics-nearly 60% of the Hispanic population-will go online at least once a month.
• By 2014, 39.2 million Hispanics will be online, representing 70%.

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+

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.

Interested in Hispanic Marketing?

Rand Internet Marketing, we offer our clients a full complement of Hispanic Marketing services, managed by a culturally diverse team with multilingual capabilities. We focus on helping a variety of companies communicate effectively to the domestic Hispanic consumer with culturally relevant marketing. Marketing that gets results.