Average Age Average Income Hispanic / All 18+ 36.5 $51,918 Hispanic / Caucasian 40.8 $57,748 Hispanic / Other 34.0 $47,873 Hispanic / Multi-Racial 33.1 $50,139"Still too often marketers and advertisers lump Hispanics into over-simplified categories. Through increased research we aim to help advertisers and marketers better understand how they can optimize their ad dollars by effecting targeting niche markets within the Hispanic market that often times have more affinity for a product or service," said David Taggart, general manager Televisa Publishing. The differences in the niche markets of Hispanics are apparent in their auto purchase plans and media usage such as magazines read most often and radio formats listened to most often.
Top 3 Vehicles Being Considered All Adults All Hispanic Hispanic Hispanic 18+ Hispanics 18+ Multi-Racial Caucasian Other Toyota Toyota Ford Toyota Toyota Ford Honda Chevrolet Honda Honda Honda Ford Toyota Ford BMW Magazines read most often (Top 3): All Adults All Hispanic 18+ Hispanics 18+ Multi-Racial People 3.8% Cosmopolitan 11.8% Cosmopolitan 16.0% Cosmopolitan 3.2% Vanidades 7.3% TV y Novelas 6.1% Readers Digest 2.6% TV y Novelas 6.6% Vanidades 5.4% Hispanic Hispanic Caucasian Other Cosmopolitan 8.2% Cosmopolitan 11.4% Vanidades 8.2% TV y Novelas 8.5% People 5.3% Vanidades 6.1% Radio formats listened to most often (Top 3): All Adults All Hispanic 18+ Hispanics 18+ Multi-Racial Rock 35.3% Latin/Hispanic 50.6% Latin/Hispanic 43.1% Oldies 31.6% Rock 32.6% Rock 40.3% Country 24.7% Top 40/Pop 29.7% Top 40/Pop 34.1% Hispanic Hispanic Caucasian Other Latin/Hispanic 41.6% Latin/Hispanic 61.2% Rock 33.4% Hip-Hop 35.8% Top 40/Pop 29.6% R&B 34.2%Across race and ethnic categories, Hispanics tend to have a greater propensity to purchase big ticket items over the next six months.
Purchase Intentions Next 6 Months All Adults All Hispanic Hispanic Hispanic 18+ Hispanics 18+ Multi-Racial Caucasian Other Vacation 28.0% 32.3% 29.9% 33.3% 32.7% Computer 15.6% 22.4% 27.1% 20.8% 22.2% Furniture 15.3% 21.6% 21.3% 18.3% 23.7% TV 13.9% 21.4% 25.2% 19.2% 22.8% Home Improvement 13.6% 14.1% 15.9% 14.1% 12.6% Car/Truck 11.9% 15.8% 17.8% 14.3% 16.0%"If marketers are interested in strategic media planning and ROI, then cultural differences must truly be a part of a consumer-centric model, not just another variable," said Pilotta. A complete report comparing Hispanic niche markets is available from BIGresearch. http://www.formsite.com/prosper/info/ About BIGresearch BIGresearch is a consumer intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. BIGresearch's syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers' ROI. The SIMM monitors more than 15,000 consumers twice each year. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. http://www.bigresearch.com
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