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Targeting the US Hispanic Market, 2004
eMarketer, April 2004, Pages: 136
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. 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...
Information Sources
- America Online
- Arbitron
- CENTRIS
- comScore Media Metrix
- Cultural Access Group
- Edison Media Research
- eMarketer
- Forrester Research
- Harris Interactive
- Hispanic Business
- Hispanic PR Wire
- HispanicWebMonitor.com
- Interactive Advertising Bureau (IAB)
- JupiterResearch
- Kaiser Family Foundation
- Knowledge Networks/Statistical Research
- MediaPost Communications
- Myers Group
- Newspaper Association of America
- Nielsen Media Research
- Nielsen Monitor-Plus
- Pew Hispanic Center
- Pew Internet & American Life Project
- Project for Excellence in Journalism
- RoperASW
- Scarborough Research
- Screen Digest
- Selig Center for Economic Growth
- TNS Media Intelligence/CMR
- UCLA Center for Communication Policy
- US Census Bureau
- Yankelovich
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