Hispanics Key Target For Advertisers Show Research From Univision

Hispanic Trending reports on the Experian® SimmonsSM panel which provides custom week-by-week data for marketers. Univision has run reports through the panel to get results on US Hispanic consumer reaction to the current economic stalemate. Some of the findings include:

* 12% of U.S. consumers feel better off financially today than a year ago (down from 21% pre-meltdown)
* 34% of Hispanics are optimistic about their finances in the coming year (vs 25% of non-Hispanics)
* 29% of Hispanics are more positive about the U.S. economy in the coming 12 months (vs 21% of non-Hispanics)
* Hispanics average consumer confidence rating is 11% higher than non-Hispanics, and has remained constant since 2005, while non-Hispanics confidence rating has declined.

The results also show contributing factors to why Hispanics are less affected by today’s economic climate:
* Only 45% of Hispanics have/use credit cards (vs 71% of non-Hispanics)
* Hispanics are 44% more likely to use cash to pay bills than non-Hispanics (Index 156 to 91)
* Hispanics are almost 2x as likely to rent their home as non-Hispanics (44% vs 23%), and are therefore less likely to be impacted by the high percent of mortgage foreclosures

The findings highlight Hispanics as a key target consumer for advertisers – even today:
·        Hispanics are consistently more frequent shoppers than non-Hispanics (34% vs 29%)
·        Twice as many Hispanics are willing to pay for branded prescriptions as non-Hispanics (31% vs 15%)
·        Hispanics are 38% more likely to buy from an advertiser than non-Hispanics (Index 131 to 95)

The last finding shows againg that advertising helps sales. Don’t think anything else.

Source: Hispanic Trending

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