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BizReport : Research archives : May 17, 2010

Is your campaign ready for differences in the US Hispanic sector?

Chances are it isn't. Why? Because many marketers and brands seem to be under the assumption that all Hispanics in the United States should be targeted or messaged in the same way. Which is just silly considering the breadth and depth of the population.

by Kristina Knight

bigresearch.jpgAccording to Hispanic agency Orci only about half of US businesses are marketing specifically with the Hispanic marketplace in mind. A potentially huge mis-step as the Hispanic-based population is set to exceed 50 million in 2010.

Not only should campaigns be marketed with the Hispanic sector in mind, but new research from BIGresearche's Simultaneous Media Usage Survey (SIMM) indicates that different messages should be created for different sectors of the Hispanic marketplace.

"Not only does this data show us the power of Hispanics as consumers, but more importantly it also shows us how crucial it is for marketers to understand the importance of segmenting Hispanics in order to effectively reach all the niche markets within the Hispanic population," said Mariana Toledo, Marketing and Research Director, Televisa Publishing + Digital.

Researchers found that US-born and English dominant (speaking English more than 50% of the time) Hispanic consumers are more likely to watch television, use text messaging and instant messaging services than their counterparts. Meanwhile non-English dominant and non-US born Hispanics are more likely to read a newspaper, use instant and text messaging services and to blog.

And, these consumers are in a buying market. Both English and non-English dominant Hispanics plan to buy cars, computers and television sets over the next six months and about 25% of each group plan to take a vacation. The same is true of US-born and non-US-born Hispanic consumers.

Tags: advertising, BIGresearch, demographic targeting, Hispanic advertising, Hispanic targeting, targeted ads

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