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Hispanic Market Report

Hispanic Market Report. TVB Marketing. Hispanic Market Overview. Section 1 Hispanic Profile & the Importance of Language Population Age Income Education Language. Section 2 Financial Attitudes MRI Investments & Credit Cards Pew Hispanic Study 1/26/12

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Hispanic Market Report

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  1. Hispanic Market Report TVB Marketing

  2. Hispanic Market Overview • Section 1 • Hispanic Profile & the Importance of Language • Population • Age • Income • Education • Language • Section 2 • Financial Attitudes • MRI Investments & Credit Cards • Pew Hispanic • Study 1/26/12 • Financial Outlook • of Foreign Born • vs. Native Born • Section 3 • Geographic Profile & Buying Power • Top 20 Hispanic • Markets • Discretionary • Income by • Region & Market • Section 4 • Advertising & Media Choices • Advertising Spending • Advertising Attitudes • Section 5 • Hispanic Media Usage • TV Usage • Generational Preferences • Network Viewership • Interactive Media Usage • Social Media

  3. The Hispanic Market • U.S. Hispanic population is now 50.5 million, 16.3% of the country. • More than 23% of American children are Hispanic. • The Hispanic media market is growing faster than the general market, with spending up by 8.4% to $6.8 billion in 2010, compared to +6.5% for all U.S. media. • 38 of the 50 largest Hispanic marketers increased their ad spending, with 29% up by double digits. • Spanish-language TV bounced back as the U.S. ad market recovered – spot (+17.4%), network (+8.6%), and cable (+3%) were all up. • Hispanics are sophisticated, wireless consumers, with 44.7% using smartphones, compared to 31.9% of non-Hispanics. • All of the current marketing information confirms that Hispanics are key to marketing in America. Source: Hispanic Fact Pack 2011 from Advertising Age

  4. Hispanic ProfileWhy Is Language Important?

  5. Languages Spoken Inside the HomeAll Hispanic Origin Adults 18+ 49% Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

  6. Generational – Language Preferred By Adults Percents Inside the Home Only Spanish 20 33 5 1 Mostly Spanish 30 42 18 6 Both Spanish & English equally 12 11 13 16 Mostly English 24 12 46 34 English Only 14 2 17 45 Percent of All Generation 1 Generation 2 Generation 3 23% 62% 86% 36% Generation 1 – Born outside of the U.S. Generation 2 – Born in the U.S. but with at least one foreign-born parent Generation 3 – Born in the U.S. with two U.S. born parents Source: Experian/Simmons National Hispanic Consumer Study from Hispanic Fact Pack 2011, Advertising Age

  7. Ethnic Demographics In Millions Asian 14.5 2 or More Races 6.0 African-American 37.7 All Other 3.3 Hispanic 50.5 White 196.8 Total Population = 308.8 Million Source: U.S. Census Bureau data from Hispanic Fact Pack 2011, Advertising Age

  8. Hispanic Profile Index Based on All Adults of Hispanic Origin and Language Spoken Inside the Home Ages: Adults 18-24 114 108 70 99 79 Adults 25-34 95 104 151 108 87 Adults 35-44 91 93 84 117 99 Adults 45-54 99 104 85 94 105 Adults 55-64 119 93 100 75 118 Adults 65+ 83 83 80 67 181 Household Income: $100,000+ 167 152 40 53 24 $75,000+ 152 138 59 71 31 $60,000+ 142 138 78 77 35 $50,000+ 133 136 84 80 44 $40,000+ 128 124 95 84 59 $30,000+ 118 116 110 93 67 Only Mostly Both Mostly Only English English English/Spanish Spanish Spanish Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

  9. Hispanic Profile by Age Groups Total Hispanic Population= 50.5 Million Source: U.S. Census Bureau Population Data 2010

  10. Hispanic Profile Index Based on All Adults of Hispanic Origin and Language Spoken Inside the Home Children: Any 80 98 96 120 100 1 87 108 91 104 98 2 80 94 85 128 93 3+ 73 90 114 128 109 Education: Graduated College+ 148 149 61 70 23 Attended College 147 139 117 77 29 Graduated H.S. 114 107 119 100 74 No College 73 77 101 114 141 Residence: Own Home 113 114 90 96 73 Rent 87 84 112 105 128 Only Mostly Both Mostly Only English English English/Spanish Spanish Spanish Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

  11. Financial Attitudes & PatternsWhy Language is Important

  12. Hispanic Financial Outlook • Only 24% rate their personal finance as excellent or good, compared with 38% of the general public. • 67% say they expect their financial situation to improve over the next year, compared with 58% of the general population who say the same. • 66% say they expect their children to eventually enjoy a standard of living that is better than theirs is now, compared to 48% of the general public with that opinion. • 49% delayed or canceled plans to buy a car or make some other major purchase. • 45% delayed or canceled plans to buy a home or make major home improvements. • 37% had trouble getting or paying for medical care for their family. Source: Pew Hispanic Center Study 1/26/12

  13. Hispanics’ Views of the Economy and Their Own Personal Finances Percent who say economy has hurt Hispanicsmore than any other groups 54% Percent who had household member unemployedand looking for work in last year 59% Percent who say personal finances are in“only fair” or “poor” shape 75% Percent who canceled or delayed plans to makemajor purchases in past year 49% Percent of homeowners who are underwateron their mortgage 28% Financial Issues Percent Source: Pew Hispanic Center Study 1/26/12

  14. Financial Outlook of Native-Born and Foreign-Born Hispanics Percent who say Hispanics have been hurt more by the economy in the last 4 years 45% 52% Percent saying personal financial situation is“excellent” or “good” 32% 16% Percent saying personal financial situation for them and their family will improve in next year 71% 63% Percent who say their children will be better off 59% 72% Financial Issues Native-Born Foreign-Born Source: Pew Hispanic Center Study 1/26/12

  15. Hispanic Profile Index Based on All Adults of Hispanic Origin and Language Spoken Inside the Home Financial: Have Personally Savings Account 127 120 81 87 61 Interest Checking 131 128 128 85 46 Money Market 151 125 35 67 57 IRA 146 140 80 64 43 401K 151 140 64 69 33 529 Plan-College Savings Plan 127 117 319 47 55 Own Any Stock 118 127 112 69 53 Own Any Investments 132 116 135 77 57 Credit Cards: Standard MasterCard 134 122 63 90 51 Classic Visa 117 116 104 97 65 Amex Green 106 107 25 104 80 Discover 110 126 62 95 66 Only Mostly Both Mostly Only English English English/Spanish Spanish Spanish Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

  16. Geographic Profile & Regional Buying Power

  17. Top 20 Hispanic Markets Sacramento NY Phila. Chicago DC. SF Fresno Denver LA Phoenix San Diego Albuquerque Dallas Houston El Paso San Antonio Orlando Tampa Miami Harlingen Source: The Nielsen Company, Universe Estimates for 2011-2012

  18. Top 20 Hispanic Markets Source: The Nielsen Company, Universe Estimates for 2011-2012

  19. Discretionary Spending By Region and Market Source: Experian/Simmons National Hispanic Consumer Study Feb 2010-March 2011, Households by region and market 2011

  20. Advertising to the Hispanic MarketMedia Choices

  21. Hispanic Major Media Ad Spending Source: Kantar Media

  22. Attitudes Toward Marketing and Advertising Percent Who Agree English Dominant Spanish Dominant Spanish language labeling on Productshelps me select what I want 17% 60% I Remember more about or pay moreAttention to the product/services that areAdvertised in Spanish 12% 57% Spanish language advertising is important to meBecause it’s the best source of information for Making purchasing decisions 10% 51% When I hear a company advertise in Spanish,It makes me feel like they respect my heritage andWant my business 29% 57% I am much more loyal towards companies thatshow appreciation for our culture by advertisingin Spanish 26% 53% Source: Experian/Simmons National Hispanic Consumer Study Feb 2010-March 2011 data

  23. Hispanic Media Usage

  24. Language in Which Media is Consumed Percents Source: Experian/Simmons National Hispanic Consumer Study Feb 2010-March 2011 data, Hispanic Fact Pack 2011, Advertising Age

  25. Generational – Language Preferred By Adults Percents When Watching TV English Only 10 41 67 Mostly English 31 44 31 Mostly Spanish 34 11 2 Only Spanish 24 4 <1 When Online English Only 23 68 93 Mostly English 27 25 7 Mostly Spanish 22 6 <1 Only Spanish 28 <1 <1 Generation 1 Generation 2 Generation 3 Generation 1 – Born outside of the U.S. Generation 2 – Born in the U.S. but with at least one foreign-born parent Generation 3 – Born in the U.S. with two U.S. born parents Source: Experian/Simmons National Hispanic Consumer Study Feb 2010-March 2011 data, Hispanic Fact Pack 2011, Advertising Age

  26. Hispanic TV Network Viewership Source: Nielsen based on Hispanic primetime viewership from 7pm to 11pm 4/25 – 5/29/11. Rating is % of Hispanic TV

  27. Largest Web Properties Among Hispanic Users *Reach is percent of Hispanic Spanish primary/bi-lingual internet users (15 Million) 14.7% of Internet Users are Hispanic, 15.8% of Microsoft visitors are Hispanic **Reach is percent of all Hispanic internet users (31.7 Million) Source: Comscore May 2011

  28. Largest Social Networking Sites Among All Hispanic Internet Users by Reach Source: Comscore’s May’ 2011

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