UNDERSTANDING the New

Hispanic Consumer

- 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

Issues

- Demographics

- Spanish vs Multicultural Hispanics

- Diversity and bicultural issues

- Brands and Budgets

- Peek at the future: MySpace and Young, English-Speaking Hispanics

DEMOGRAPHICS

• 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!

• More ANSWERS!

• 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.

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

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%

Bicultural, Bilingual?

Advertising Budgets

CASE STUDIES

Q&A