REACHING HISPANICS: 5 THINGS TO KNOW - Energy Star · PDF fileREACHING HISPANICS: 5 THINGS TO...

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THE US HISPANIC POPULATION IS: Large: 44 million people in 2006, 15% of the US population 2 Rapidly Growing: 3.4% annually 2 Spread Out Geographically: While 48% live in CA and TX, 13 other states have at least 500,000 Hispanic residents 2 (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 CAMPAIGN 1. Use population data to determine how important the Hispanic demographic is and will be in your region Identify dominant country(ies) of origin Determine generational profile, where possible Pick 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 population Together 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 Mexico Arizona Nevada Utah Colorado Oklahoma Kansas Wyoming Idaho Oregon Nebraska Montana North Dakota South Dakota Minnesota Iowa Missouri Arkansas Tennessee Louisiana Alabama Mississippi Wisconsin Georgia South Carolina North Carolina Virginia Kentucky Illinois Ohio Indiana Michigan West Virginia 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. 1 U.S. Hispanics are an $800 billion market 1 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 New Jersey Connecticut Rhode Island Massachusetts Maine New Hampshire Vermont Virginia 5 September 2007 For more information visit www.energystar.gov 1.888.STAR.YES (1.888.782.7937)
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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.

    1

    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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    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 CharacteristicsOwner 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

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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 3rdgeneration 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 wont 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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    The Hispanic Population is Growing

    0

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    2000 2010 2020