REACHING HISPANICS: 5 THINGS TO KNOW - Energy Star · PDF fileREACHING HISPANICS: 5 THINGS TO...
Transcript of REACHING HISPANICS: 5 THINGS TO KNOW - Energy Star · PDF fileREACHING HISPANICS: 5 THINGS TO...
THE US HISPANIC POPULATION IS:
Large: 44 million people in 2006, 15% of the US population2 Rapidly Growing: 3.4% annually2 Spread Out Geographically: While 48% live in CA and TX, 13 other states have at least 500,000 Hispanic residents2 (See map for more info)
1 Mediamark Research, Inc. 2007. Hispanic/Latino Market Profile. p. 1.2 US Census Bureau. 2007. “US Census Bureau Facts for Feature – Hispanic Heritage Month 2007.” 6 Sept 2007.
GETTING STARTED ON YOUR OWN MARKETING CAMPAIGN1. Use population data to determine how important the Hispanic demographic is and will be in your region
Identify dominant country(ies) of originDetermine generational profile, where possiblePick a target audience, e.g. Homeowners
2. Decide whether Spanish only, English only or bilingual communications are most appropriate
3. Develop messaging and materials that reflect the dominant sense of identity in your region
•••
Where US Hispanics Live(2005)
Top 10 Hispanic metro area by populationTogether these comprise 8.5% of the total US popoulation
0 to 100,000
2,000,000 to 13,000,000
500,000 to 2,000,000
100,000 to 500,000
California
Alaska
Hawaii
Texas
Florida
Washington
New MexicoArizona
Nevada
Utah
Colorado
Oklahoma
Kansas
Wyoming
Idaho
Oregon
Nebraska
Montana North Dakota
South Dakota
Minnesota
Iowa
Missouri
Arkansas
Tennessee
Louisiana
Alabama
Mississippi
Wisconsin
Georgia
SouthCarolina
North Carolina
Virginia
Kentucky
IllinoisOhio
Indiana
Michigan
WestVirginia
Pennsylvania
Maryland
Delaware
New Jersey
Connecticut
Rhode Island
Massachusetts
Maine
New York
Vermont
New Hampshire
Source: US Census Bureau. 2005. 2005 American Community Survey; Mediamark Research, Inc. 2007. Hispanic/Latino Market Profile. p. 9.
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U.S. Hispanics are an $800 billion market1 and growing. Retailers, manufacturers, and homebuilders are paying increasing attention to this expanding segment of the population.
REACHING HISPANICS:5 THINGS TO KNOW
Most US Hispanics are of Mexican origin, though in certain regions of the US other groups dominate. Caribbeans are most prevalent in the Northeast and in Florida, while the Mid-Atlantic has a high concentration of Central Americans.
The Make-up of the Hispanic Population Varies from State to State(2005)
Source: US Census Bureau. 2005. 2005 American Community Survey.
Mexican South American
Central American
Carribean Spanish
National Average
55%
18%
10%6% 11%
Maryland
Delaware
District of Columbia
NewJersey
Connecticut
RhodeIsland
Massachusetts
Maine
NewHampshire
Vermont
Virginia
5 September 2007
For more information visitwww.energystar.gov1.888.STAR.YES (1.888.782.7937)
How Hispanics Identify Themselves
Dominant Language
72%
24%
4%
7%
47%
46%
22%
78%
Country of origin is a powerful source of identity for Hispanics. A majority of Spanish speakers identify themselves by their country of origin, rather than as Hispanic in general. However, those who speak English are more likely to identify themselves as American.
Messages or imagery linked to country of origin are likely to resonate with a Spanish speaking audience
Source: Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center. p. 5.
72%
24%
4%
7%
47%
46%
22%
78%
Spanish Bilingual English
3%
27%
68%
22%
24%
52%
29%
17%
51%
As American As Hispanic By Country of Origin
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56%
44%
2020*
Hispanic Homeowners are a Growing Population5.3% Annual Growth
Many Hispanics own their home and the number is growing 3.5 times faster than the national average.4 Currently, half of Hispanic homeowners are foreign-born and half native-born.
Native-born Hispanics earn more: they have a median income 25% higher than that of immigrants5
As the number of Hispanic households grows, so will their demand for home appliances and home improvements
Source: D&R International calculations based upon data reported in: Pew Hispanic Center. 2006. A Statistical Portrait of Hispanics at Mid-Decade. Table 31: Housing Tenure by Race and Ethnicity: 2000 and 2005. The Pew Research Center.; Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center. p. 4.; and US Census Bureau. 1995 and 2005. American Housing Surveys 1995 and 2005. Table 3-1. Introductory Characteristics—Owner Occupied Units.
First Generation
Second+ Generation
*Calculations are based upon assumptions of continued growth at the same annualized rate as during 1995-2005 and that homeownership growth reflects the same generational composition as general population growth.
11.2 million
6.1 million
Number and Language Preference of HispanicPrime Purchasers*
0
2
4
6
8
10
12
Po
pu
lati
on
, Mill
ion
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*Calculations assume that language dominance by generation is constant across age groups
Prime Purchasers (25-59 Year Olds)
First Generation Second Generation Third Generation
72%
24%
4%
7%
47%
46%
22%
78%
Spanish
Bilingual
English
Of the 20 million Hispanics of prime purchasing age (25-59 years), a majority is 1st
generation and prefers Spanish, but nearly a third are 3rd (or higher) generation and prefer English.3
If you want to reach 1st generation Hispanic consumers use Spanish
Use English for 3rd
generation Hispanics
Source: D&R International calculations based on data reported in: Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center. p.5.; and Suro, Roberto, and Jeffrey Passel. 2003. The Rise of the Second Generation. “Table 6: Primary Language Among Latinos.” Pew Hispanic Center. The Pew Research Center. p. 8.
2
3
4
While Hispanics share a common linguistic heritage, they are a very diverse group. What resonates with certain people in one community won’t necessarily work elsewhere.
The key factors to consider when developing a local marketing effort targeted at Hispanics are:
Generation (1st, 2nd, 3rd) Language (Spanish only, English, or Bilingual) andCountry of origin (Mexico, Guatemala, Cuba, etc.)
•••
Source: Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center. p. 4.
Po
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, Mill
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The Hispanic Population is Growing
0
50
100
3548
60
2000 2010 2020