Commentary

Hispanic Pulse in the Top Ten Markets

Hispanic Pulse in the Top Ten Markets

A preliminary release from RDD of a new survey of top Hispanic markets shows that respondents tend to be very brand conscious and brand loyal, stick with a brand they know and trust even at a higher price, and are swayed most by brand name, quality, and good customer service.

The demographic profile of the survey respondents shows them to be foreign-born, living in the US over 10 years, married with two children, over half the households earn under $30,000 per year and over one-third earn under $20,000, nearly half have not completed high school, only half are employed full time outside the home, are most likely employed as a laborer or service worker, and nearly 4 in 10 rent the apartment or single family home where they live.

With regard to Brand Attitude:

  • Tend to be very brand conscious and brand loyal, focusing on value and quality
  • Tend to stick with a brand they know and trust,
  • Brand name, quality, and good customer service sway the purchase more than the price
  • Less likely to be early adopters of new and innovative products
  • Information sensitive shoppers
  • Word of mouth recommendations play a key role in purchase behavior and brand choice
  • 94% likely to buy a brand that provides the best customer service
  • 92% likely to buy the best known brand that has been around for a long time
  • 91% like to have a lot of information before buying a product
  • 86% of respondents stick with a favorite brand rather than trying a new one.
  • 85% are willing to pay more for quality, and prefer to buy a more expensive but trusted brand rather than a less expensive but unfamiliar brand.
  • 84% are likely to buy a brand that rewards customers with special benefits and privileges.

    Product/Service Usage on a daily basis:

  • Own a car and a cell phone and subscribe to cable television
  • Only half own a personal computer
  • Less than half subscribe to an Internet provider or use email

    When asked about their current Spanish and English language media consumption:

  • 3 in 10 watch more than 10 hours of Spanish language television per week
  • 2 in 10 listen to more than 10 hours of Spanish language radio per week
  • 4 in 10 do not read Spanish or English newspapers and magazines
  • 6 in 10 view neither Spanish or English web sites on the Internet
  • Consume significantly more Spanish language television and radio than English language television and radio

    Regarding speaking Spanish in certain situations:

  • 6 in 10 speak Spanish all the time in the home
  • More than 3 in 4 are likely to always speak Spanish with parents and older family members
  • Half are less likely to always speak Spanish with children, younger family members, friends, and neighbors
  • 4 in 10 are least likely to always speak Spanish with co-workers and acquaintances

    Hispanics tend not to be early adopters of new and innovative products. They prefer to wait until a product has been available long enough to establish a reputation for reliability, quality, and value, or has been recommended by someone they trust. Those who are least likely to be early adopters include households with children, those living Los Angeles, households where Spanish is spoken all the time, or those who are 60 years or older. Types of respondents who are likely to be early adopters include those who live in New York or are in the 18 – 29 age category.

    The Pulso Hispano Report is from RDD’s telephone omnibus, which targets the top 10 Hispanic markets in the US with bilingual telephone interviews. This White Paper provides data and analysis on the US Hispanic market, gathered in a benchmark wave, including demographics, brand attitudes, product and service usage, and a comparative analysis of the respondents.

    Find more information about the complete white paper here.

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