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OKespa単ol
+ The Hispanic consumer in Utah This report provides key demographic information of Hispanics in the State of Utah. It also contains data on media consumption of Hispanics in Utah. It is based on an analysis of several data sources, including OKespa単ol Hispanic survey 2012.
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Hispanics Overview The best opportunity may be right in front of
data among Hispanics in the State of Utah,
you. Sometimes, however, you may not
revealing a surefire targeting opportunity.
recognize it right away, simply because it can
This misunderstood market is increasingly
become lost in the confusion of the
influential, educated, entrepreneurial, mobile
marketplace. You may think you have found a
and above all culturally distinct.
solution to a problem, but that solution is the typical, standard way of dealing with it. Have no fear. These pages will open your eyes to a major brand-building opportunity that is in plain sight: the Hispanic consumer in Utah. When it comes to advertising most people
Some US marketers are already “all-in” on the Hispanic consumer data, because they recognize the value these influencers have on overall brand performance. The opportunity contained within these pages becomes both a self-evident sales win and a powerful rebuke to the “all Hispanics
want to minimize his or her targeting
can be label and categorized into one
assumptions, while maximizing the targeting
convenient pot” thinking and practice.
assurances.
Hispanic-specific, culturally relevant
These pages will break down the prevailing
marketing is the clear way forward.
demographics and important media behavior
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+ PEOPLE QUICK FACTS According to the U.S. Census Bureau, one out of every six Americans is Hispanic (16.7% of US population). Hispanics encompass more than 20 nationalities: By 2050 one out of three
RESEARCH OBJECTIVES Who is my primary target? What are they like?
Americans will be Hispanic. What do they look for? In Utah, 13.2% (385,340) of the total population (2,817,722) are Hispanics. The idea is to cater our marketing and advertising efforts to reflect
Is my product or service meeting their needs? Is my positioning relevant?
the needs and desires of this substantial and important group.
Are my marketing efforts achieving the best results?
The Hispanic market cannot be ignored. More importantly however, they must be respected.
Discover Hispanic audience - Learn which
This means we must speak their language,
Hispanic consumers to target, what needs your
both literally and metaphorically. The
product can fulfill and how Hispanics use your
following research and findings shed light on
product or category
how to go about this
Explore how best to reach them - Learn how to position your products or services to Hispanics and determine the right message to effectively reach them. Grow your business among that group Measure the impact of your marketing and product strategies on the Hispanic market and grow your share in that market
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SOURCES: U.S. Census Bureau: State and County QuickFacts. Data derived from Population Estimates, American Community Survey, Census of Population and Housing, State and County Housing Unit Estimates, County Business Patterns, Nonemployer Statistics, Economic Census, Survey of Business Owners, Building Permits, Consolidated Federal Funds Report Last Revised: Tuesday, 18-Sep-2012 16:41:56 EDT THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012] BLS current population survey (CPS) U.S. Bureau of Labor Statistics, Current Population Survey, 2012. EPI estimates based on data from the Current Population Survey and the Local Area Unemployment Statistics from the Bureau of Labor Statistics, and December 2011 projections from Moody’s Economy.com
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Sample and Methodology Survey was designed and distributed via Qualtrics, using different modes: Internet [Qualtrics] Paper questioners [delivered in person]
Total Participants: 424 3 different locations 2 languages
Collected and analyzed on IBM SPSS Survey included close-ended, and rating-scale
8 categories analyzed.
questions.
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RECOMENDATIONS
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PRINT V.S. ONLINE AUDIENCE We have reevaluate content, adapt and determine the right message and the right platform to effectively reach them. In order to succeed, it’s not enough to communicate a message into our audience through a general platform. We should do two things: (1) understand and respect the audience’s cultural and geographic diversity and (2) precisely identify the target consumer. In other words, the audience between print and online user is different, the content and tone should be too. The biggest mistake that a company can make is to view the Hispanic Audience as homogenous. Hispanics consumers in Utah have different language proficiencies, but they do not live in isolation. That means they are more or less bicultural as they move through their day-to-day. This is reflected in their attitudes, behaviors and receptivity to messaging
WE NEED TO GO DEEPER Though this research is a viable outlet to understand the Hispanic market in Utah, we need to go deeper on research to get more specific usage, behavior and media consumption. Broadcast television, radio, print and outdoors are the traditional means of reaching Spanish-speaking audiences. The news ways to reach them are via digital, mobile and event marketing channels. These are new ways to be effective in reaching younger Hispanics. Contrary to popular belief and according to research findings, second generation of Hispanics in Utah, are heavy users of digital media. There are differences, however, in patterns of digital media consumption. Many Hispanics conduct their online searches in English because there is far less digital content in Spanish. In other words, some online metric may under represent Hispanics. The relative lack of Spanish-language content could be the hidden gold for many brands, as there is less competition in that search space. Mobile is an up-and-coming channel, which is especially effective for reaching younger Hispanics. This high usage of mobile technology represents both a challenge and an opportunity for our company.
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Sources: •
BLS current population survey (CPS)
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U.S. Bureau of Labor Statistics, Current Population Survey, 2012. EPI estimates based on data from the Current Population Survey and the Local Area Unemployment Statistics from the Bureau of Labor Statistics, and December 2011 projections from Moody’s Economy.com
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U.S. Census Bureau: State and County QuickFacts. Data derived from Population Estimates, American Community Survey, Census of Population and Housing, State and County Housing Unit Estimates, County Business Patterns, Nonemployer Statistics, Economic Census, Survey of Business Owners, Building Permits, Consolidated Federal Funds Report Last Revised: Tuesday, 18-Sep-2012 16:41:56 EDT
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THE RISE OF THE LATINO CONSUMER [INFOGRAPHIC H&R BLOCK, 2012]
© 2012, Okespanol.