sxsw hispanic 3.15.11

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Copyright © 2010 The Nielsen Company. Confidential and proprietary. The US after the 2010 Census… Jerry Rocha VP, Digital Media [email protected] Twitter: jerryrocha

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Hispanic Marketing after the 2010 Census

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Page 1: Sxsw hispanic 3.15.11

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The US after the 2010 Census…

Jerry Rocha VP, Digital Media [email protected]

Twitter: jerryrocha

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

2000

2002

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2010

2012

2014

2016

2018

2020

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2024

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2028

2030

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2050

0.0

10.0

20.0

30.0

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60.0

70.0

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90.0

100.0

White Black Asian Others Hispanic

Newborns Will Be Majority Multi-cultural Before 2020

The New Face of Opportunity

U.S. Census Bureau

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The Hispanic population is, indeed concentrated in certain parts of the US

Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

But significant growth giving way to new Hispanic ‘hotspots’

Source: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Hispanic

40%

10%

3%

Total Population

Non-Hispanic White

% Population Growth2000–2010

Source: U.S. Census Bureau Interim Projections August 2008. Asian American includes Asian, Hawaiian, Pacific Islanders. Other includes Native American, Aleut, Eskimo, 2 or more races or some other race.

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

These Were the Old Assumptions….

Where are we now?

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2010 Data is coming out with the full nation by EOM… the projections have been blown away!

NC grew at 111% vs. 14%

California grew at 28% vs. 1.5%

Texas grew at 41% vs. 10%

Alabama grew 144% vs. 5%

Oregon grew at 63% vs. 7.5%

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The $1Trillion Latina

Source: U.S. Census Bureau Interim Projections Released August 2008 (based on 2010 projections); Sources: Simmons NCS/NHCS Spring 2010 FY – Pop. * Based on Females. Single includes females who have never been married, are divorced or separated.

24 Million Hispanic women in the U.S.

46% are between18-49

42% Single vs. 37% for Non-Hispanic*

35% Head of Householdvs. 33% for Non-Hispanic

54% Employed vs. 55% Non-Hispanic*

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Copyright © U

nivision Comm

unications Inc. All rights reserved.

Relies on Brand NamesOf Hispanic moms are brand loyal

Youngerof Hispanic moms are between 18-34 years old compared to 25% for Non-Hispanics

32%Have More Young Childrenof Hispanic households have kids aged 6-11 vs. Non-Hispanic households 13%

Work Hardof Hispanic moms are employed vs. 63% of Non-Hispanics

Moms are the Queens of The Castles

Sources: 1) Simmons NCS/NHCS Winter 2008 FY – HH Based on Women who are parents/guardian of a child. 2) Global Insight 2007 Hispanic Market Monitor 3) Yankelovich 2006

43%

66%

66%

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Hispanics’ Media Use

• Increasingly, reaching the new family means reaching Hispanics

• Where can you reach them?

– How do their media habits compare to those of non-Hispanics?

The New Face of Opportunity

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband

Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)

Still…• 6 out of 10 have home computer with

Internet• Almost 6 out of 10 have broadband

The New Face of Opportunity

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online Video

Source: Nielsen 3-Screens Report 1Q 2010

Hispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterparts

Monthly Time Spent in Hours:Minutes

The New Face of Opportunity

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Hispanic Households More Likely to Own Internet and Video-Enabled Cell Phones

Source: National People Meter Panel 1Q10 (12/28/09 – 03/28/10)

The New Face of Opportunity

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Hispanics Spend More Time Watching Video on Their Phones

Source: Nielsen 3-Screens Report 1Q 2010

Hispanics Use Cell Phones as Substitutes for Home Computer

The New Face of Opportunity