- DM News, Friday, August 11, 2006 12:01 PM
Hispanics constitute 10 percent of the households in the United States, but marketers who want to effectively reach these consumers need to understand that it's not a homogeneous market. The
differences among households are sometimes subtle and sometimes profound. Nielsen Media Research estimates that the buying power of Hispanics will exceed $1 trillion by 2008--a 55 percent increase
over 2003 levels. As a group, Hispanics are more likely to focus on family and home, hold traditional values, and be media-friendly. The vast majority of consumer behaviors are determined by current
needs and wants, however--not by historical cultural ties. Marketers would do better to segment the Hispanic community by the household-specific economic and familial circumstances that drive consumer
behavior, rather than by cultural heritage. One of the biggest mistakes marketers make is to simply translate existing marketing messages into Spanish.
advertisement
advertisement
Read the whole story at DM News »