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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]