• by Jack Loechner , Staff Writer @mp_research, September 12, 2007

Sub-Cultural Diversity Important to Targeted Advertising

BIGresearch's latest Simultaneous Media Survey of 15,439 consumers indicates that the categorization of Hispanics into broad generic groups leaves marketers with an inaccurate picture of ethnic groups. In the study Hispanics identified themselves more specifically racially as:

• 44.2% Caucasian
• 34.6% Other Race / Heritage
• 16%Multi-Racial

Joe Pilotta, VP, Strategy of BIGresearch, said "... (This) breakout of... (Hispanic) consumers reveals differing cultural identities within the categories which give a real insight into the complexity of marketing to Hispanics who have their own internal diversity."

The report suggests that advertisers should also pay close attention to age and income as social and cultural markers of mobility within Hispanic groups. For example, those Hispanics who identify themselves as being Caucasian are generally older and report a higher income than other Hispanic races.

David Taggart, general manager Televisa Publishing, concludes "...too often marketers and advertisers lump Hispanics into over-simplified categories... marketers... can optimize their ad dollars by effecting targeting niche markets within the Hispanic market that often times have more affinity for a product or service."

The differences in the niche markets of Hispanics are apparent in their auto purchase plans and media usage, says the study.

Across race and ethnic categories, Hispanics tend to have a greater propensity to purchase big ticket items over the next six months.

"... cultural differences must truly be a part of a consumer-centric model, not just another variable," said Pilotta.

A complete report comparing Hispanic niche markets is available from BIGresearch .