Abstract:
Attention: Advertisers, Marketers, Retailers, Publishers, Broadcasters, Cable and Satellite Providers! The Targeting the US Hispanic Market report covers the latest findings and analysis regarding the Hispanic market to provide the basis for a wide range of economic projections. As important as it is, with the largest minority population in the nation, the fastest growing ethnic slice of America, and the youngest portion of people among all ethnic groups, the influence of today’s Hispanic market will soon seem small compared to what’s ahead.
In the eight years from 2000 to 2007, the number of Hispanic Internet users will nearly double from 8.7 million to 16.0 million, according to eMarketer. As with other segments, Hispanics online represent a sweet spot for marketers, a desirable target with typically higher incomes and greater levels of education than overall.
But marketers face barriers when entering the Hispanic market -- and language is only one of them. Concerns about language choices, generational groups, national origins and regional differences all conspire to make targeting the US Hispanic market a challenge.
The Issues and Questions Covered in the Report:
Is it best to market in Spanish or English -- or both?How can marketers distinguish among the various national backgrounds among Latinos?Do marketers need to create separate campaigns to reach the Hispanic audience? Should targeting the Hispanic market mean a focus on local or national campaigns?How do second- and third-generation Hispanics differ from those newer to the US?Does connecting online with the Hispanic market mean a company needs to change its Web site and product offerings and service? And many more...
Table of contents:
Methodology
The eMarketer Difference
The Benefits of eMarketer’s Aggregation Approach
“Benchmarking” and Projections
I Introduction
Overview
II The New Largest Minority
A. US Hispanics: More Diverse than Alike
Language
Culture & Race
III Market Demographics (Know Your Market)
A. Population & Geography
B. Age & Gender
C. Income
Disposable Income
D. Education & Employment
E. Race & Ethnic Group Comparisons
Income & Employment
Spending Patterns 57
F. The Drawbacks of Demographic Data
IV Internet Access
A. Total Users
B. Share of Total Users & Population
Share of Population
C. Annual Growth Rates
D. Household Access
E. Access By Education, Age & Region
V Internet Usage, Activities & Attitudes
A. Online Activities
E-Commerce
Web Site Visitors
B. Hispanic Attitudes About the Internet
VI Advertising & Marketing to US Hispanics
A. Ad Spending
Top Ad Categories & Advertisers
B. Hispanic Ad Agencies
VII Views & Implications
A. The eMarketer View
B. Implications for Your Business
For Marketers
For Web Publishers
C. Related Information & Links
Related Links
Related Charts
Suggested Key Words for eStat Database
Index of Charts
Government and Public Sector 