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Hispanic Marketing after the 2010 Census
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
The US after the 2010 Census…
Jerry Rocha VP, Digital Media [email protected]
Twitter: jerryrocha
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
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White Black Asian Others Hispanic
Newborns Will Be Majority Multi-cultural Before 2020
The New Face of Opportunity
U.S. Census Bureau
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
The Hispanic population is, indeed concentrated in certain parts of the US
Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
But significant growth giving way to new Hispanic ‘hotspots’
Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Hispanic
40%
10%
3%
Total Population
Non-Hispanic White
% Population Growth2000–2010
Source: U.S. Census Bureau Interim Projections August 2008. Asian American includes Asian, Hawaiian, Pacific Islanders. Other includes Native American, Aleut, Eskimo, 2 or more races or some other race.
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These Were the Old Assumptions….
Where are we now?
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2010 Data is coming out with the full nation by EOM… the projections have been blown away!
NC grew at 111% vs. 14%
California grew at 28% vs. 1.5%
Texas grew at 41% vs. 10%
Alabama grew 144% vs. 5%
Oregon grew at 63% vs. 7.5%
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
The $1Trillion Latina
Source: U.S. Census Bureau Interim Projections Released August 2008 (based on 2010 projections); Sources: Simmons NCS/NHCS Spring 2010 FY – Pop. * Based on Females. Single includes females who have never been married, are divorced or separated.
24 Million Hispanic women in the U.S.
46% are between18-49
42% Single vs. 37% for Non-Hispanic*
35% Head of Householdvs. 33% for Non-Hispanic
54% Employed vs. 55% Non-Hispanic*
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Copyright © U
nivision Comm
unications Inc. All rights reserved.
Relies on Brand NamesOf Hispanic moms are brand loyal
Youngerof Hispanic moms are between 18-34 years old compared to 25% for Non-Hispanics
32%Have More Young Childrenof Hispanic households have kids aged 6-11 vs. Non-Hispanic households 13%
Work Hardof Hispanic moms are employed vs. 63% of Non-Hispanics
Moms are the Queens of The Castles
Sources: 1) Simmons NCS/NHCS Winter 2008 FY – HH Based on Women who are parents/guardian of a child. 2) Global Insight 2007 Hispanic Market Monitor 3) Yankelovich 2006
43%
66%
66%
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Hispanics’ Media Use
• Increasingly, reaching the new family means reaching Hispanics
• Where can you reach them?
– How do their media habits compare to those of non-Hispanics?
The New Face of Opportunity
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband
Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)
Still…• 6 out of 10 have home computer with
Internet• Almost 6 out of 10 have broadband
The New Face of Opportunity
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online Video
Source: Nielsen 3-Screens Report 1Q 2010
Hispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterparts
Monthly Time Spent in Hours:Minutes
The New Face of Opportunity
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Hispanic Households More Likely to Own Internet and Video-Enabled Cell Phones
Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)
The New Face of Opportunity
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Hispanics Spend More Time Watching Video on Their Phones
Source: Nielsen 3-Screens Report 1Q 2010
Hispanics Use Cell Phones as Substitutes for Home Computer
The New Face of Opportunity