Online Hispanic Trends

Forecast: More Complex Consumer Markets

The recently published AOL Hispanic Cyberstudy, Marketing to the web's most rapidly growing population, is full of great information on the online Hispanic market, but one reference I found particularly interesting was an article by Peter Francese in Advertising Age: New U.S. Census to Reveal Major Shift: No More Joe Consumer.

The gist of the article is that the average American consumer is gone and has been replaced with "a complex, multidimensional society that defies simple labeling."

Some key findings of the white paper include the following:

• The traditional two parent, two child family will only account for 22% of the population, while the most prevalent type of household will be married couples with no kids followed by single person households.

• White non-Hispanics will be the minority in California, Texas, New Mexico and Hawaii, and in the countries largest 10 cities, no ethnic groups will represent the majority of the population.

• 80% of the over 65 age group will be white non-Hispanics while only 54% of those under 18 will fall into this group. 

• And, as many of us already know, "In 2010, Hispanics will be the nation's fastest growing and largest minority (50 million people)."

Media Usage Way Up for Kids and Teens, but Particularly for Black and Latino Children

The Kaiser Family Foundation recently released a report that shows that the amount of time young people are spending with entertainment media has increased signifcantly over the past five years, rising from 6.21 hours to 7.38. When taking into account "media multitasking," the number actually adds up to 10:45 minutes per day.

Among other interesting findings, the results of the study show that mobile media and social networking are driving this increased consumption, and that Black and Hispanic children spend much more time with media than White children do - 13:00 hours of of total media exposure for Hispanics, 12:59 for Blacks, and 8:36 for Whites.

The news release says that "top online activities include social networking (:22 a day), playing games (:17), and visiting video sites such as YouTube (:15).  Three-quarters (74%) of all 7th - 12th graders say they have a profile on a social networking site."

Source: PRNewswire

Reaching Out to Hispanics: What Government Agencies Need to Know

I recently had the opportunity to be interviewed by Rockcreek Strategic Marketing on what I think government agencies should take into consideration when reaching out to the quickly growing Hispanic / Latino community.

You can read the interview here: Reaching Out to Hispanics: What Government Agencies Need to Know