Current Trends, Fact and Figures
(Information is from The 2005 Hispanic Market Report, DMA)

*(% of total respondents to survey who purchased through a
  channel of direct marketing)

Conclusion from Study of Direct Buyers:
- Female direct buyers out-number males by almost two to one
- More than 45% of direct buyers either graduated from college or completed   some

   college work
- More direct buyers (53%) were not born in the United States. However, the   majority (60%) of those not U.S. born have lived in the U.S. for ten or more   years

- 82% of online direct buyers have e-mail accounts
- For the 70% of interviews conducted in Spanish, viewing television offers in

   Spanish seemed most important, followed by telephone offers
- The likelihood of buying from mail offers in Spanish increases proportionately by

   income levels—until the level of $75,000 or more
- Targeting telephone or television ads in Spanish to those Hispanics younger    than

   44 and with incomes under $50,000, may increase their likelihood of buying

   through these media

How Can Data Play a Role in Effectively Targeting the Hispanic Market?
The Hispanic market in the U.S. is growing in leaps and bounds. Hispanics currently comprise 14% of the total U.S. population. Marketing trends continue to show increased spending on targeting Hispanics. Here are some tips on how to make the most of your database and effectively target this growing population.

First, don’t think of “Hispanic Marketing” as a single campaign. Like non-Hispanic marketing, segments of the Hispanic population also differ greatly by area, income and interests. Identify two things on your database: Hispanic Households and Hispanic Households with primary language as Spanish.

Identify the female in the household. Based on the above research, the female is 2 times more likely to make a buying decision. Utilizing strong female demographic data and directing your offer to the female in the household, you will be more likely to see a return on your direct marketing offer.

Online Access
Hispanics make up 9% of the total online population. Additionally, based on types of online activities and searches, fast internet is important to Hispanics. Utilize strong DSL and Confirmed Online User data to target the non-high-speed households in your footprint for your next campaign.

The following chart shows internet activities of Hispanics as compared to the total internet population:

(Chart courtesy of:                                 )

Commercial Services
Don’t forget commercial marketing. Hispanic owned businesses in the U.S. are growing at record rates and continue to need your commercial products and services. Use your data provider to find you the top new Hispanic businesses in your area.

Conclusion
Use your own in-house data as an effective tool for marketing to Hispanics. Overlay demographics that will help you more effectively target this group. Include household income, age, and specific psychographic information and activities (HDTV, Gamers, Avid Sports Fans, etc.). Separate these households into those whose primary language is English, and those where Spanish is the primary language. Be mindful of language preferences. Understand that the Hispanic population tends to be loyal to companies they trust.

By 2009, Hispanics are projected to spend $41 billion on all telecommunications services combined (HispanicTrends.com, Feb 2006). Those who think that marketing to Hispanics is just a “quarterly goal” or a “campaign” may be disappointed to find that it isn’t enough. The Hispanic group is growing exponentially and should be included in all future market planning for acquisition and retention.






Read other articles in this issue:
Welcome to Issue 1
Hispanic Marketing
Study: Looking at Differences in Broadband Users, Dial-up
             Users and Those Who Do Not Use Internet
The Top 8 Direct Marketing Offers of All Time

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