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

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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

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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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The Hispanic Population is Growing

0

50

100

3548

60

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