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Research Insights: Segment Hispanic Consumers by Acculturation for Effective Marketing

December 8, 2008 by anne

Two girls on swingNielsen PreView notes that Hispanics are 12% of the US population, and the majority (67%) are under age 35. The average Hispanic age is 26 versus the average Caucasian age of 39. As a result, certain categories are more relevant than others when it comes to targeting the Hispanic community.

Nielsen advises marketers who want to connect with America’s diverse Hispanic community to understand that there are three distinct segments to the U.S. Hispanic population, based on a scale of acculturation, from least acculturated, to bi-cultural to most acculturated.

You can view Nielsen PreView’s abridged study or access the complete study. You'll be asked to complete Nielsen's free registration process if you're not already a member. 

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Brands: Nielsen 2009 Industry Outlook, Pantene, V8, Nestlé, quepasa.com

December 7, 2008 by anne

Brand prestige will be driven less by premium price in 2009 according to Nielsen’s 2009 Industry Outlook, but the report cautions that focusing on low price won’t provide the results marketers desire. “Marketers should look to emphasize a brand’s value proposition in new and unique ways by linking the value message to the consumer benefit.” In other words, if your brand positioning strategy has gotten a little hazy, this is a good time to re-focus on brand strategy basics.

Nielsen’s 2009 Industry Outlook also predicts that national brands will aggressively fight private label growth with “innovative packaging, unique flavors and additional health and wellness claims.”  Nielsen Consumer Insight

New brand positioning from P&G (PG-W) for its troubled Pantene brand touts it “a value buy that's just as good as salon brands, but less expensive.” Adweek 12/01/08.

Campbell Soup Co. (CPB)will sell its V8 juices in more than 15,000 vending machines for the first time in a new 12-ounce bottle as part of a deal with Coca-Cola Enterprises Inc. (CCE) Atlanta Business Chronicle 12/03/08.

Nestlé S.A., whose tagline is “Good Food, Good Life,”and positions itself as “the leading nutrition, health and wellness company,” has announced a sports nutrition research program studying the needs of athletes across a wide range of sports. Data from the program will help create “a new generation of sports nutrition products for leading athletes.” The program is under the auspices of Nestlé Nutrition, an independent entity within the Nestlé Group that studies infant nutrition, healthcare nutrition and performance nutrition. From:Nestlé S.A. 

Quepasa Corporation (Nasdaq: QPSA) owner of Quepasa.com, says the unique audience for the site grew by 33% from October to more than 1.6 million, according to Alexa traffic data, making it the #2 U.S. based online social community for young Latinos.” Source: Quepasa.com 12/05/08.

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Demographics: How the"Digital Savvy" Serves as Predictor of Digital Trends

May 29, 2008 by anne

Just 6% of consumers nationally are considered “Digital Savvy,” but Scarborough Research says this influential group predicts digital behaviors that will become the norm.

The Digital Savvy skew male, more than half (53%) are 34 years of age or younger and they are affluent – 57% have household incomes of $75K or more.  They tend to be entrepreneurial, business decision makers, and are active consumers of online weather and news, and frequently listen to and download online TV, video and radio content. Their “on-the-go” lifestyle means they utilize and rely on their cell phones for communication and info much more than the average person and they’re big users of IM.

B-to-B marketers, particularly of computer hardware, software and information technology need to be aware that the Digital Savvy are disproportionately represented among corporate decision-makers.

The Digital Savvy are also above average consumers of luxury automobiles and heavy online spenders. Messaging to this group should reflect diversity since Asians, and US born Hispanics are more likely to be part of this group than the general population. Mobile marketing may be a good way to reach the Digital Savvy since they are avid mobile users.

Source: Understanding the Digital Savvy Consumer, Scarborough Research, May, 2008

iParenting Media

iParenting Media offers several media channels targeted to parents and parents-to-be: online, print and broadcast.

Online, iParenting.com is  a network of more than 40 Web sites devoted to the entire family lifecycle – from preconception through the teenage years.

Accompanying the English Web sites are 11 Spanish parenting Web sites at iParentingEspanol.com.

The company publishes national newsstand magazine, Family Energy: Your Guide to Raising Healthy Kids, as well as  five other national newsstand magazines: Pregnancy magazine, Baby Years magazine, Women’s Health & Fitness magazine, European Homes & Gardens magazine and The Buyer’s Guide magazine.

Consorte Media

Consorte Media is an online advertising network offering advertisers access to content sites targeting Hispanic consumers.

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