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© Copyright 2013 Alan TrejoAll rights reserved. No part of this publication may be reproduced in any form or by any means, now known or hereafter created, elec- tronic, optical or mechanical including photocopying, recording, optical or by any information storage and retrieval system, without prior permission in writing of the publisher
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OKespañol
The Hispanic consumer in Utah This report provides key demographic information of Hispanics in the State of Utah. It also contains data on media consumption of Hispanics in Utah. It is based on an analysis of several data sources, including OKespañol Hispanic survey 2012.
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Hispanics Overview
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The best opportunity may be right in front of
you. Sometimes, however, you may not
recognize it right away, simply because it can
become lost in the confusion of the
marketplace. You may think you have found a
solution to a problem, but that solution is the
typical, standard way of dealing with it.
Have no fear. These pages will open your
eyes to a major brand-building opportunity
that is in plain sight: the Hispanic consumer in
Utah.
When it comes to advertising most people
want to minimize his or her targeting
assumptions, while maximizing the targeting
assurances.
These pages will break down the prevailing
demographics and important media behavior
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data among Hispanics in the State of Utah,
revealing a surefire targeting opportunity.
This misunderstood market is increasingly
influential, educated, entrepreneurial, mobile
and above all culturally distinct.
Some US marketers are already “all-in” on the
Hispanic consumer data, because they
recognize the value these influencers have on
overall brand performance.
The opportunity contained within these
pages becomes both a self-evident sales win
and a powerful rebuke to the “all Hispanics
can be label and categorized into one
convenient pot” thinking and practice.
Hispanic-specific, culturally relevant
marketing is the clear way forward.
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SOURCES:
U.S. Census Bureau: State and County QuickFacts. Data derived from Population Estimates, American Community Survey, Census of Population and Housing, State and County Housing Unit Estimates, County Business Patterns, Nonemployer Statistics, Economic Census, Survey of Business Owners, Building Permits, Consolidated Federal Funds Report Last Revised: Tuesday, 18-Sep-2012 16:41:56 EDT
THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012]
BLS current population survey (CPS)
U.S. Bureau of Labor Statistics, Current Population Survey, 2012. EPI estimates based on data from the Current Population Survey and the Local Area Unemployment Statistics from the Bureau of Labor Statistics, and December 2011 projections from Moody’s Economy.com
PEOPLE QUICK FACTS
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According to the U.S. Census Bureau, one out
of every six Americans is Hispanic (16.7% of
US population). Hispanics encompass more
than 20 nationalities: By 2050 one out of three
Americans will be Hispanic.
In Utah, 13.2% (385,340) of the total population
(2,817,722) are Hispanics. The idea is to cater
our marketing and advertising efforts to reflect
the needs and desires of this substantial and
important group.
The Hispanic market cannot be ignored. More
importantly however, they must be respected.
This means we must speak their language,
both literally and metaphorically. The
following research and findings shed light on
how to go about this
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RESEARCH OBJECTIVES
Who is my primary target?
What are they like?
What do they look for?
Is my product or service meeting their needs?
Is my positioning relevant?
Are my marketing efforts achieving the best
results?
Discover Hispanic audience - Learn which
Hispanic consumers to target, what needs your
product can fulfill and how Hispanics use your
product or category
Explore how best to reach them - Learn how to
position your products or services to Hispanics
and determine the right message to effectively
reach them.
Grow your business among that group -
Measure the impact of your marketing and
product strategies on the Hispanic market and
grow your share in that market
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Sample and Methodology
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Survey was designed and distributed via Qualtrics,
using different modes:
Internet [Qualtrics]
Paper questioners [delivered in person]
Collected and analyzed on IBM SPSS
Survey included close-ended, and rating-scale
questions.
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Total Participants: 424
3 different locations
2 languages
8 categories analyzed.
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PRINT V.S. ONLINE AUDIENCE
We have reevaluate content, adapt and determine the right message and the right platform to effectively reach them.
In order to succeed, it’s not enough to communicate a message into our audience through a general platform. We should do two
things: (1) understand and respect the audience’s cultural and geographic diversity and (2) precisely identify the target
consumer. In other words, the audience between print and online user is different, the content and tone should be too.
The biggest mistake that a company can make is to view the Hispanic Audience as homogenous.
Hispanics consumers in Utah have different language proficiencies, but they do not live in isolation. That means they are more or
less bicultural as they move through their day-to-day. This is reflected in their attitudes, behaviors and receptivity to messaging
WE NEED TO GO DEEPER
Though this research is a viable outlet to understand the Hispanic market in Utah, we need to go deeper on research to get more
specific usage, behavior and media consumption.
Broadcast television, radio, print and outdoors are the traditional means of reaching Spanish-speaking audiences. The news ways
to reach them are via digital, mobile and event marketing channels. These are new ways to be effective in reaching younger
Hispanics. Contrary to popular belief and according to research findings, second generation of Hispanics in Utah, are heavy users
of digital media.
There are differences, however, in patterns of digital media consumption. Many Hispanics conduct their online searches in English
because there is far less digital content in Spanish. In other words, some online metric may under represent Hispanics. The
relative lack of Spanish-language content could be the hidden gold for many brands, as there is less competition in that search
space.
Mobile is an up-and-coming channel, which is especially effective for reaching younger Hispanics. This high usage of mobile
technology represents both a challenge and an opportunity for our company.
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OKespañol
© 2012, Okespanol.
Sources:
• BLS current population survey (CPS)
• U.S. Bureau of Labor Statistics, Current Population Survey, 2012. EPI estimates based on data from the
Current Population Survey and the Local Area Unemployment Statistics from the Bureau of Labor
Statistics, and December 2011 projections from Moody’s Economy.com
• U.S. Census Bureau: State and County QuickFacts. Data derived from Population Estimates, American
Community Survey, Census of Population and Housing, State and County Housing Unit Estimates,
County Business Patterns, Nonemployer Statistics, Economic Census, Survey of Business Owners,
Building Permits, Consolidated Federal Funds Report Last Revised: Tuesday, 18-Sep-2012 16:41:56
EDT
• THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012]
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