The U.S. Hispanic population is growing in size and importance for marketers and media companies, but many advertisers are still grappling with the complexities of this diverse,
burgeoning consumer universe.
In just the last few weeks, research from Pew confirmed that in-country births have replaced immigration as the main driver of population growth among U.S.
Hispanics. Data from the Population Association of America showed that U.S. Hispanics are increasingly likely to change their ethnic identification on official surveys.
marketers understand the nuances of the Hispanic market, Pulpo Media, a cross-platform digital media network targeting Hispanic audiences, is unveiling a new acculturation model that combines online
and offline data to create more targeted segments within the overall U.S. Hispanic market.
Pulpo’s Hispanic Acculturation Model combines data from the 2012 U.S. Census and
American Community Survey with proprietary first- and third-party data, including country of birth, parent’s country of birth, age of immigration, number of years spent in the U.S., language
preference at home, and English proficiency. Then it analyzes the data to create segments that can be targeted down to the ZIP code level.
The model is based on individual rather than
household data, allowing for greater specificity in acculturation measures. Among the segments identified by Pulpo are the “1.5-generation,” consisting of foreign-born Hispanics who
immigrated as children ages 10 or younger, whose primary education took place in the U.S. They tend to behave more like second-generation or U.S.-born Hispanics. While this segment is rarely
considered as its own demographic entity, it accounts for 35% of the first-generation immigrant population, making it a valuable target for marketers who can address its unique background and
Pulpo is incorporating the model into its Ocean Platform and Planner Product, due out this summer.
This is not the first new model trying to more
accurately describe Hispanic acculturation. Back in 2011, Marketing Research Services Inc. unveiled an acculturation model for the Hispanic population that incorporates attitudinal and behavioral
dimensions. It also takes into account how long the individual has lived in the United States, their age when they moved here, the size of the Hispanic population where they live and work, and their
degree of access to Spanish-language media, among other things.
In 2012, uSamp unveiled a proprietary Hispanic consumer research panel, which aims to help marketers reach this growing
audience through both traditional and online media. The panel is broken into market segments that distinguish between acculturated and less acculturated Hispanics.