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UNDERSTANDING the New
Hispanic Consumer
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- Claudia Deschamps – Deschamps Communications
- Melissa Salas Blair – Puentes Research & Communications
- Jonathan Barrera – Latino Branding Power
- Olga Romero – Southwest Airlines
Moderator
- Monica Vila – The Online Mom
Panelists
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Issues
- Demographics
- Spanish vs Multicultural Hispanics
- Diversity and bicultural issues
- Brands and Budgets
- Peek at the future: MySpace and Young, English-Speaking Hispanics
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DEMOGRAPHICS
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• Demographics: How they are changing?
• We all know demographics are changing. But how do brands and organizations account for them?
• What do the new trends mean?
• How do I engage Hispanic communities?
• Does country of origin have an impact?
There are always more questions than answers it seems but that’s why going beyond just simple segmenting of demographics is vitally
important.
• More ANSWERS!
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• More ANSWERS!
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• Totaling more than 50 million in numbers, Hispanics account
for 17% of the total US population – up from 10 million (5%)
in 1970.
• Overall, Hispanics wield well over $1 trillion in buying power.
• Hispanics will account for over 25% of the overall US food
market by 2015.
• The Hispanic retail food market more than doubled between
2005 and 2010.
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Online Young Hispanics
• 2012 Census – 63% of the 50 M born in the US
• Preference for English – 73% surf the Web in English
• Tech savvy – very social and early adopting
• Younger, more educated, more affluent
• Ad budgets growing to reach them
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MySpace
- Reaches more Hispanics than Univision.com -- 3.7 million visitors
vs 2.6 million
- Facebook 70% of the Hispanic Market
- MySpace 14%
- Twitter 16%
- Pinterest 11%
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Bicultural, Bilingual?
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Advertising Budgets
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CASE STUDIES
Q&A