The Hispanic market is the fastest-growing ethnic segment andbears considerable economic importance. It is being heralded as thelast true growth opportunity. From 2010 to 2050, the Hispanicpopulation in the United States is expected to grow by 167 percent,compared to 42 percent for the total population. For many consumerpackaged goods, Hispanics are expected to be the sole driver ofsales growth. According to the vice president of advertising andsales of Univision, all of the growth in beverage sales will comefrom Hispanics and the growth in automotive sales for Hispanics isexpected to be double that of non-Hispanics. According to MonicaGill, senior vice president of public affairs and governmentrelations at Nielson:
Latinos are emerging as a powerhouse of economic influence,presenting marketers an increasingly influential consumer groupthat can translate into business impact. The key is to recognizethat today's modern Latino is “ambicultural” with the ability toseamlessly pivot between English and Spanish languages and toembrace two distinct cultures. Understanding how to connect withthis unique consumer profile will be key to successfulengagement.
Each year, Advertising Age publishes itsHispanic Fact Pack, which provides valuable information about thesought-after demographic to marketers in many industries. Thefollowing five tables provide insights from the report as theyrelate to Hispanic use of social media, mobile marketing, andonline purchasing.
1. Use the information provided in Tables A, B, C, D, and E, todevelop an overall marketing strategy for targeting the Hispanicmarket. Select your own organization (must be a realcompany). The strategy you are proposing will relate to theorganization you selected. Use the data within the tables toprovide support and for your proposed strategy. Explain howthe organization you selected will benefit from your proposal.
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TABLE B B Attitudes Toward Social Media People Who Agree I am more likely to purchase products I see advertised on a social sharing/networking website. I am more likely to purchase products I see used or recommended by friends on social sharing/networking websites. I like to follow my favorite brand or companies on social sharing/networking websites. Social sharing/networking websites are a way for me to tell people about companies and products that I like. I sometimes post ratings or reviews online for other consumers to read. I pay attention to ratings and reviews posted online by other consumers. I often click on links or items posted by other people on social sharing/networking websites. I often access social sharing/networking websites from different devices. Percent Hispanic (%) 10.9 18.3 23.5 23.9 18.2 27.1 29.0 29.8 Percent Non- Hispanic (%) 8.3 17.8 20.2 20.2 17.8 29.3 33.8 33.1 Percent of All (%) 8.6 17.8 20.6 20.8 17.9 28.9 33.1 32.6
TABLE C Mobile Platform Share among Hispanics Rank 1 2 3 4 5 6 Rank 1 2 3 4 5 Platform Google (Android) Apple (iOS) Microsoft (Windows) Blackberry Symbian Other Total HP Total Platform Google (Android) Apple (iOS) Microsoft (Windows) Blackberry Smartphones Tablets Share (%) 55.9 38.1 3.2 2.5 0.1 0.1 100.0 Share (%) 56.4 47.0 2.8 0.7 0.6 100.0 Audience 16,995 11,582 986 773 38 20 30,405 Audience 8,414 7,011 423 101 87 14,925
TABLE D Category Camera Download app E-mail GPS IM/chat Listen to music Play games Read Smartphone User Activities in the Last Seven Days newspapers/periodicals Social network/blog Talk Messaging Visit websites Watch/download /stream video Percent Who Used This Function in the Last Week (%) Non- Non- Non- Hispanic Hispanic Hispanic Hispanic All Hispanic Hispanic Millennials Millennials 35+ 35+ Users 51.5 51.6 54.2 53.4 48.4 50.5 51.5 66.4 61.3 66.8 62.1 65.9 60.8 62.1 79.4 82.2 78.7 83.3 80.1 81.6 81.8 41.3 38.8 42.5 43.2 40.0 36.2 39.2 38.1 23.1 39.4 24.3 36.6 22.4 25.4 37.9 30.2 41.4 33.9 34.0 28.0 31.4 52.0 50.1 54.5 50.8 49.1 49.8 50.4 17.3 16.6 19.0 17.5 15.3 16.0 16.7 74.1 91.6 93.4 91.6 52.2 69.3 92.0 91.5 88.0 37.2 77.1 91.4 93.8 91.0 58.0 73.2 92.0 90.6 89.0 42.6 70.8 91.8 93.0 92.2 45.7 67.0 70.0 92.0 91.9 92.1 91.8 87.5 88.6 34.1 39.5 Source: Experian Marketing Services, 2014, http://experian.com/marketing-services. Data based on Experian Marketing Services' Simmons Connect Study, Fall 2013, for the dates of October 2013 through January 2014.
TABLE E Purchases via Device by Category: Percent Who Have Purchased Using a ... (%) Personal Computer Tablet Cell Phone Hispanic All Adults Hispanic All Adults Hispanic All Adults 54.0 59.4 52.3 47.4 36.8 29.4 50.9 51.6 51.8 41.5 31.5 20.8 22.3 22.7 32.7 23.1 15.1 11.8 12.9 14.0 19.7 15.1 6.5 6.2 45.5 45.1 40.8 34.1 19.4 15.4 38.1 33.4 43.7 34.9 17.6 11.7 52.4 58.5 40.2 32.6 17.2 10.7 24.0 24.5 26.9 25.6 21.2 13.9 17.4 16.7 18.5 16.3 16.8 11.0 41.9 43.0 43.7 45.8 14.6 13.9 36.3 37.5 48.0 41.6 23.8 17.0 Source: Experian Marketing Services, 2014, http://experian.com/marketing-services. Data based on Experian Marketing Services' Simmons New Media Study, for the dates of January 26, 2014, through February 2, 2014. Base of device owners for each device (e.g., 54 percent of Hispanics who own a computer have purchased apparel/accessories using their computer vs. 59 percent of all computer owners). Category Apparel/accessories Electronics Food Stocks/bonds/mutual funds Tickets to movies/events Toys/games Travel services/reservations Auction items Charitable donations Books Music