March 23, 2012
About Acculturated and Assimilated US Hispanics Reports
From acculturated to assimilated, just because they speak Spanish doesn't mean all Latinos share the same views
March 2012 PRNewswire -- Hispanic Group, an independent, minority-owned agency that specializes in customized communications solutions across all disciplines of advertising, traditional, digital and social media, branded content, direct response services and experiential marketing to the varied and fast-growing segments of the Hispanic population, today sought to shed light on the six types of Latinos living in the U.S., based on the widely-popular Ipsos U.S. Diversity Markets Report, which released the latest edition this week. Understanding the six segments within the vast Hispanic population in the U.S. can be crucial in marketing and advertising, but can also help create a clearer picture of who may ultimately swing the vote in November.
With a dragged out GOP primary and presidential elections on the horizon, the Latino vote is on everyone's agenda, but classifying all Latinos as one cohesive group is shortsighted. That Latinos in the U.S. carry so much clout is unquestionable: Hispanics represent 16.5% of the population and account for 56% of the population growth of the last decade. However, it's not so much a matter of language, as it is level of acculturation—how long they've lived in the U.S. and embrace American values-- that might predict political agenda.
"There are four fundamental topics that are of interest to Latinos: immigration, education, health and employment," said Jose Luis Valderrama, President and Founder of Hispanic Group. "But how those are ranked in order of importance varies from one ethnic group to another and ultimately how they have assimilated in the U.S."
Latino groups in the U.S. run the gamut and can be crucial for a brand to recognize whether they are targeting a Latino consumer who has lived in the U.S. for more than a decade, speaks mainly English and loves to tweet or one who arrived in the U.S. last week, speaks only Spanish and doesn't text.
The model of acculturation created by Ipsos is outlined in the U.S. Market Diversity Report, which is now in its 15th edition. The report is published every other year and covers demographics and market characteristics for the rapidly growing Hispanic market. The acclaimed report breaks down Hispanic populations into segments from mostly acculturated (no distinction from a native born) to unacculturated traditional Latinos (who resist the American way of life). The six distinct segments have far-reaching marketing and advertising implications, which can be vital in deciding a target audience.
The key difference between the segments is cultural tension, which explains why people acculturate at all and to what extent, according to Ipsos. Partially acculturated Latinos comprise 63% of the Hispanic adults. The majority of those are foreign-born, have lived in the U.S. on average 18 years and are half consider themselves Spanish-dominant.
Products and services that emphasize life in the U.S. from a Hispanic perspective will be most attractive to the median group. But a one-size fits all approach just won't cut it across the spectrum.
Hispanic Group has been working with Latino consumers and brands for more than a decade and has expert knowledge of how to craft meaningful messages to reach Latinos centered on the concept of ultrasegmentation, a term they coined. The theory of ultrasegmentation consists on filtering demographic information on Hispanics in the U.S. to offer customized advertising solutions that garner maximum reach and frequency.
"In previous elections candidates from all party lines have talked about immigration reform, but it has proven too divisive and polarizing for either party to resolve. The deciding factor to win the Latino vote in the upcoming elections won't be based on language, but rather the platform that is most aligned with a group's stand on the issues that matter most," added Valderrama.
Like on Facebook and follow Hispanic Group on Twitter HispanicGroupHG for further insights and commentary on the six types of Latinos.
SOURCE Hispanic Group http://www.hispanicgroup.net
Posted by Ahorre at 08:00 AM
November 20, 2009
Arizona Hispanic Purchasing Power Datos 2009 Study
Mexico - The purchasing power of Hispanics is growing at a rate nearly three times as fast as that of the general population in Arizona and nationwide, said an Arizona State University business expert who has studied the market for 14 years.
Even though Hispanic spending is slowing because of the downturn in the economy, overall, it continues to grow because the number of Hispanics is rising and they are rapidly approaching a majority status in many parts of the country, said Loui Olivas, professor emeritus at ASU's W.P. Carey School of Business.
Olivas is releasing the 14th annual "Datos 2009: Focus on Arizona's Hispanic Market" report at the Datos breakfast today. The event is presented by the Arizona Hispanic Chamber of Commerce and Salt River Project.
A third-generation native Phoenix resident, Olivas leads a group of graduate students who study the Hispanic market.
He estimates that Hispanic purchases reached $31 billion in Arizona last year compared with $28 billion the year before.Olivas forecasts that it will reach $48 billion in four years.
The 2007 and 2008 numbers come from an examination of tax returns of taxpayers who self-identified as Hispanics. They do not include what undocumented immigrants spend because there is no way to track that, he said.
Arizona ranks fourth among all states for its Latino consumer market.
Hispanics accounted for about 16 percent of purchases in Arizona last year, compared with 8.9 percent nationwide.
They now control $951 billion in spending power in the nation, and Olivas expects that to reach $1 trillion this year or next.
Because of cultural preferences, Hispanics lead the nation in some types of purchases, and they are embracing technology, the report indicates.
"Hispanics are more likely than White non-Hispanics to buy the latest phones, upgrade them faster and use special features," the report said.
Hispanic adults ages 18 to 34 use an average of 1,200 cellphone minutes a month, compared with 950 minutes for the general population. Forty percent have profiles on sites such as MySpace, Facebook or MiGente.
Fifty percent of Latinos in the country are online, although bilingual Latinos are more likely to use the Internet than those who speak only Spanish.
Compared with the general population, they are also more likely to buy soft drinks, particularly Fanta, and clothing.
Scarborough Research, which is cited in the ASU report, said Hispanics are more likely to buy audio-video equipment at Kmart, clothing at Burlington Coat Factory and insurance on the Internet than the general population.
There are more than 2 million Hispanic-owned businesses in the U.S., the Datos report said. In Arizona, almost two out of every five Hispanic-owned businesses is a sole proprietorship and 67 percent are family owned.
More than a third of Arizona's Hispanic-owned businesses have annual revenue exceeding $500,000, and the median household income among those business owners is $76,400.
They not only cater to Hispanics but contribute to the state's culture. Tradiciones, for example, is a restaurant east of downtown Phoenix that attracts an ethnically diverse crowd and caters to downtown-office workers as well as convention-center visitors, said Roman Barretero, general manager and chef.
He has felt the recession pinch but said business has picked up lately, with sales on certain days almost double where they had been.
"I think the economy is changing already," Barretero said, citing better service and food as additional factors explaining the restaurant's improvement.
The main reason Latino buying power is growing is the group's rapid growth. It is projected that Hispanics will soon cease to be a minority.
"We will have to redefine minority," Olivas said. "For the first time, when you look at the top 10 U.S. cities, they are either majority (at least 51 percent) or very near majority Latina. That will continue to fuel those cities' economies. And, eventually, the top 15 and the top 20 will be all majority Latina."
He said those include New York City, Los Angeles, Chicago, Houston, Phoenix and Philadelphia.
Overall, minorities now account for 34 percent of the U.S. population, compared with 25 percent in 1990, and 52 percent of that growth has been Hispanics.
Arizona ranks fourth among all the states for the largest percentage of Hispanics, with 1.9 million, or 30 percent, in 2007, the Datos report said.
One of the most dramatic numbers in Arizona is that Hispanics accounted for 86 percent of total growth in school enrollment from 1998 to 2008.
Olivas said that contributes to the state's economy because it supports teacher and other educational jobs.
Aware of this growing clout, the Arizona Hispanic Chamber of Commerce for the first time is forming a panel to issue policy recommendations to business and political leaders in January as an expansion of the Datos report.
The group of 15 will include people with expertise in social services, banking, real estate, technology, health care and other areas.
James Garcia, a spokesman for the chamber, said, "As you meet at the Legislature, as big business starts to conjure up what it's going to do in this economy, these are the kinds of things we would like you to take into account as to the impact of the Latino community and how we think they would benefit or be harmed by these trends." U.S. Hispanic Population 2008
Posted by Ahorre at 11:25 AM
May 10, 2006
Unilever Hispanic Market Study
Unilever’s Hispanic Market Study Uncovers New Shopper Insights Into the Nation’s Fastest Growing Consumer Group
Englewood Cliffs, NJ--(HISPANIC PR WIRE)--May 4, 2006--Viewed for the first time through a behavioral lens, the study entitled “Winning the Hispanic Shopping Trip,” examined the actual Hispanic shopper’s activities, reviewing more than 3,600 diaries and store receipts. This is a radical departure from the traditional methodology of “Q&A” techniques as the diaries and receipts serve to further verify consumer responses to questionnaires.
This groundbreaking study provides retailers with real practical in-store solutions to meet the Hispanic shopper’s needs and expectations.
“Retailers have an important opportunity to build their business amongst Hispanic shoppers. The Unilever Hispanic Shopping Trip Study shows that the Hispanic consumer is less satisfied with their shopping experiences than is the general market consumer,” stated Michael Polk, President, Unilever United States. “We’re confident that the Hispanic shopper insights in this study will help retailers develop more specific actions as they look to build their strategies for reaching these increasingly important shoppers.”
To provide a new perspective on the needs and expectations of the nation’s fastest-growing grocery market, the study applied retail growth lessons learned from the 2005 Unilever Trip Management Report, which examined general market consumer behavior.
The new research focused on four of the largest Hispanic markets in the U.S.: Houston, Los Angeles, Miami and New York. 799 participants took part and nearly 9 out of every 10 respondents were born outside of the U.S., either in Mexico, Central or South America, or the Caribbean.
The study also reveals that because food plays such a dominant role in a Hispanic woman’s life, all shopping activities are highly planned.
“From family to community, food for Hispanic Americans has an emotional and cultural significance that extends beyond eating. Hence, the Hispanic shopper thinks about every aspect of food shopping and preparation,” added Mike Twitty, Sr. Group Research Manager, Shopper Insight, Unilever United States. “She plans her trips carefully – apparently more so than the general market shopper – and not only around what she has at home and what she needs, but around the value she can obtain.”
Although much has been said about how different Hispanic shoppers are from each other depending on their countries of origin, this study points out that while they may be different in the foods they want, they’re the same in their shopping behavior. This includes the frequency and type of shopping trips they take.
Routine trips are not characterized by any specific item; Hispanic shoppers have different routines for different product categories, but they happen where they find the convenience and service appealing.
The study also warns that the Hispanic consumer is a highly food-involved, smart, efficient and value-oriented shopper; one that retailers ignore at their own peril.
Additional key findings include:
-- The Hispanic Shopper makes a higher number of bigger trips, Fill-In and Major Stock-Up, and far fewer Quick Trips than the general market consumer.
-- Quick Trips are just 44% of all trips she makes vs. 62% for general market shoppers. Non-food items drive Quick Trips for the Hispanic Shopper.
-- Hispanic women are significantly more aware (by a 48% to 36% margin) of “specials” before going to the store than are general market shoppers. Even within the store, Hispanics’ awareness of specials is higher than the general markets.
-- Nearly 1 in 4 Hispanic shoppers walk or take public transportation (22%) compared to just 1 in 33 of general market consumers. Geography is responsible for choice, as is value.
-- She knows her needs beforehand, hence a full 56% of her trips are routine vs. 26% in the general market.
-- The Hispanic Shopper may spend less per routine trip, but a full 54% of her total grocery spending occurs on routine trips vs. 22% in the general market.
-- Even more dramatic, only 2% of her trips are urgent, vs. 19% for the general market – that’s 1 in 50 compared to 1 in 5.
-- More than half surveyed use cash, one quarter used a debit card and 11% paid with a credit card. Only 2% paid by check.
-- 35% of all Hispanic shopping trips occur after 6 p.m. compared to only 18% in the general market.
-- Hispanic shoppers are shopping with someone else – most frequently with kids – on 29% of all trips, compared to 23% in the general market.
-- They’re nearly twice as likely to be shopping with a non-family member, such as a friend, than is the general market.
Posted by Ahorre at 01:06 PM
October 31, 2005
Latinos in Georgia Hispanic Market
National Council of La Raza, released Latinos in Georgia: A Closer Look, a demographic analysis of Georgia’s Latino community, which grew almost 300% from 1990 to 2000.
The report, produced by NCLR’s Georgia Latino/Hispanic Health Agenda and Leadership Project with the support of the Healthcare Georgia Foundation, Inc., examines the economic, education, and health status of Latinos in the state.
“The report shows that Latinos are a growing and important share of the workers and taxpayers of Georgia and that the entire state’s economy depends on their well-being,” stated Janet Murguia, NCLR President and CEO. Unfortunately they're also a vulnerable population, lacking health insurance and more likely to be in the lowest paying and most dangerous jobs.”
Key findings include:
Population Growth:
• Georgia had the third-fastest-growing Latino population of any other state in 2004, and now has the 11th-largest Hispanic population in the U.S.
• Three-fifths (61.9%) of Latinos in Georgia are 29 years old or younger.
• Five Georgia counties – Gwinnett, Cobb, DeKalb, Fulton, and Clayton – are home to more than 50% of the state’s Latino population.
Education:
• One in 14 students enrolled in Georgia’s public schools in 2005 (7.8%) is Hispanic.
• Three in five of these students (61%) were classified as Limited English Proficient as of 2001, and about half (49.6%) graduated from high school in 2004.
Economic Status:
• Almost four in five Latinos in Georgia are working or looking for work compared to two-thirds of all state residents, yet a higher share of Hispanics, compared to others, lives below the poverty line.
• Hispanic buying power in the state of Georgia grew faster than any other segment of the state’s economy – up 710% to almost $11 billion in the past 14 years.
• In 2002, Hispanics applied for and received 9,333 of the small business loans granted to firms in Georgia.
Health Status:
• More than two in five (43%) nonelderly Hispanics in Georgia did not have health insurance, despite their participation in the labor force.
• Only 5% of all doctors and only 2% of all nurses in Georgia are Latino.
• Unintentional injuries, such as workforce and motor vehicle accidents, are the leading cause of death for Georgia’s Hispanics, whereas they are only the third-leading cause of death for Hispanics nationwide.
This analysis is the first piece of a larger report also funded by the support of the Healthcare Georgia Foundation, Inc., on the health status of Hispanics in the state that will provide recommendations to policy-makers, health providers, and the leaders of social service organizations on how to overcome current gaps in state services.
“Hispanics need and want what many other Georgians may take for granted – a quality education and access to health care. Given that Latinos are an increasingly critical part of the region’s economy, we urge state officials in Georgia to work with community leaders to ensure that all residents of the state are able to access and receive basic services,” Murguia concluded.
http://www.nclr.org/files/34724_file_SB7_Latinos_in_GA_FNL.pdf
Posted by Ahorre at 09:21 PM
July 12, 2005
The Term Hispanic Market
The U.S. "Hispanic Market" -- a growing demographic with an increasing amount of money to spend on the right kind of products and votes to cast for the right candidates. The Term Hispanic Market New Caliente Revenue Boom
Posted by Ahorre at 08:16 AM
June 17, 2005
39 Million Mexican Born Mexicans in the USA by 2050
Notimex - The number of Mexicans in the United States could increase to 39 million in 2050, according to a study by an independent research center done with data of the National Population Council (CONAPO) of Mexico.
Currently, the number of Mexicans in the United States augments to 10,4 million, most of them undocumented, but if the tendency continues the number would increase to 22 million in half of the century, according to a study entitled "Non-Authorized Immigrants: Numbers and characteristics ". To that number adds 17 million of their children who would be born in that period, reason why the total would be of 39 million people, equivalent to one in three Mexicans of 130 million estimated to live in this country by 2050.
Jeffrey Passel, of Pew Hispanic Center, said that scenario does not have to be taken as a prediction but as a projection of the premises of CONAPO and takes into account demographic estimations more than the impact from changes in migratory policies.
The numbers of the study show that the number of undocumented Mexicans in the United States was an average of 485,000 per year in the 2000-2004 period , in comparison with 400,000 between 1995-1999, of 260,000 between 1990 and 1994; and of 80,000 between 1985-1989.
U.S. Hispanic Demographics - U.S. Hispanic Market in 2010
Posted by Ahorre at 08:36 AM
June 09, 2005
Hispanics now one-seventh of U.S. population
AP One of every seven people in the United States is Hispanic, a record number that probably will keep rising because of immigration and a birth rate outstripping that of non-Hispanic blacks and whites. The country’s largest minority group accounted for one-half of the overall population growth of 2.9 million between July 2003 and July 2004, according to a Census Bureau report being released Thursday.
The agency estimated there are 41.3 million Hispanics in the United States. The bureau does not ask people about their legal status; that number is intended to include both legal and other residents. Most immigrants to the United States tend to arrive in their 20s, when many people have children. A far greater percentage of whites than Hispanics is 65 or older; the opposite is true of those under 18.
Posted by Ahorre at 12:16 PM
May 04, 2005
Albuquerque New Mexico Hispanics
By Karen McCallum When you think about network TV, do you think about ABC, CBS, NBC or Fox? In Albuquerque, you should think of the Spanish language networks Univision, Telemundo and Telefutura as well.
* Albuquerque ranks 47th in U.S. television markets overall, but stands a whopping 11th in the Hispanic market. That means out of Albuquerque's 650,000 homes with televisions, 223,000 are Hispanic homes that are increasingly turned to Spanish-language television.
* Spanish and Mexican heritage is an important part of New Mexico's culture. The 2000 Census says the Albuquerque metro area is 42 percent Hispanic, similar to Los Angeles and Miami. Albuquerque's Hispanic population differs other Hispanic markets.
* Albuquerque Latinos tend to be U.S. born, and are comfortable with both Spanish and English. In Albuquerque, only 21 percent of Hispanics speak Spanish predominantly in the home, compared to 51 percent in Dallas and 48 percent in Houston.
* 69 percent of Spanish speakers in Albuquerque English very well?
* Novelas and sports are a big draw among viewers of Spanish-language TV.
Posted by Ahorre at 08:42 AM
April 19, 2005
Top Spanish Speaking States
The state with the highest percentage of Spanish-speakers at home is New Mexico (28%), followed by Texas (27.4%) and California (26.8%). (American Community Survey, U.S. Census Bureau, 2002) The Hispanic population will jump from 11.8 percent of all Americans in 2000 to 18.2 percent in 2025 to 24.3 percent by 2050. (U.S. Census Bureau) Hispanic Demographics About 10% of the Hispanic population here posted household income of more than $100,000. (U.S. Census Bureau)
Posted by Ahorre at 12:48 PM
March 07, 2005
Español en Nueva York
La población de habla española en la ciudad de Nueva York es de un 24.5 por ciento, la mayor después del inglés, según las cifras difundidas por la Oficina del Censo de EEUU.
Las estadísticas oficiales del año 2000 sobre la población en Nueva York revelan que el número de extranjeros aumentó en comparación con la década anterior, así como también aumentó la diversidad lingüística. Mientras que en 1990, el 28.4 por ciento de los residentes de Nueva York habían nacido en el extranjero, el porcentaje aumentó a un 35.9 por ciento en el 2000.
Las cifras también reflejan la lengua española como el segundo idioma más hablado en Nueva York, después del inglés. Mientras que en 1990, el 59 por ciento de los residentes de Nueva York hablaban inglés en sus casas, en el 2000, el porcentaje se redujo a un 52.4 por ciento. Del 47.6 por ciento restante, un 24.5 por ciento habla español, un 14 por ciento se expresa en idiomas europeos y un 6 por ciento en lenguas asiáticas.
El informe del censo también ofrece cifras socio-económicas que muestran que a pesar del auge económico de los años 90, los ingresos promedio por familia, ajustado a la inflación en Nueva York, han bajado de 40,419 dólares al año en 1989 a 38,293 dólares en 1999.
Los barrios con una media de ingresos familiares más altos son Staten Island (55,039 dólares anuales), Manhattan (47,030 dólares) y Queens (42,429 dólares anuales).
Por detrás, se encuentran Brooklyn con ingresos de 32,135 dólares anuales y el último es el Bronx, que tan sólo llega a 27,611 dólares por familia al año.
En cambio, los alquileres de apartamentos se incrementaron esta última década y, mientras el promedio ajustado a la inflación era de 633 dólares mensuales en 1990, en el año 2000 era de 705 dólares al mes.
En todo el estado de Nueva York, los residentes que nacieron en el extranjero representaban un 3,8 por ciento en el 2000, lo que equivale a un 20 por ciento del total de casi 19 millones de habitantes.
Posted by at 07:37 AM