Hispanic Marketing - A Huge Opportunity
By Steve Savage
Here are the
demographics of the Hispanic market:
* There are 35.3
million Hispanics in the USA.
* They spend $672
billion per year. (Standard & Poor's DRI).
Other significant data about Hispanics:
* The majority of
US Hispanic Households (65%) prefer Spanish over English (Nielsen 2002).
* 96% of Hispanics
from ages 18-34 speak Spanish at home (NHTI installed meter sample).
* 64% of Hispanics
say they would be more likely to purchase brands which are advertised in
* 78% of Hispanics
want to be marketed to as Hispanics (Yankelovich).
* Even among
bilingual Hispanics, Spanish-language commercials are 3.4 times more persuasive
prefer, almost exclusively, Spanish-language TV (Nielsen).
* Spanish format
radio is by far the most popular among Hispanics (Arbitron "Hispanic Radio
* Hispanics spend .69
hours a day reading newspapers.
* Hispanics send .28
hours a day reading magazines (Strategy Research Consulting).