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Hispanic Marketing after the 2010 CensusTRANSCRIPT
- 1. The US after the 2010 Census Jerry Rocha VP, Digital Media jerry.rocha@nielsen.com Twitter: jerryrocha
- 2. Newborns Will Be Majority Multi-cultural Before 2020
U.S. Census Bureau
The New Face of Opportunity - 3. 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) - 4. 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) - 5. % Population Growth
20002010
40%
10%
3%
Hispanic
Total Population
Non-Hispanic White
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. - 6. These Were the Old Assumptions.
Where are we now? - 7. 2010 Data is coming out with the full nation by EOM the projections have been blown away!
Texas grew at 41% vs. 10%
California grew at 28% vs. 1.5%
Oregon grew at 63% vs. 7.5%
NC grew at 111% vs. 14%
Alabama grew 144% vs. 5% - 8. The $1Trillion Latina
24 Million Hispanic women in the U.S.
46% are between18-49
42% Single
vs. 37% for Non-Hispanic*
35% Head of Household
vs. 33% for Non-Hispanic
54% Employed
vs. 55% Non-Hispanic*
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. - 9. Moms are the Queens of The Castles
Younger
of Hispanic moms are between 18-34 years old compared to 25% for Non-Hispanics
43%
32%
Have More Young Children
of Hispanic households have kids aged
6-11 vs. Non-Hispanic households 13%
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Work Hard
of Hispanic moms are employed vs. 63% of Non-Hispanics
66%
Relies on Brand Names
Of Hispanic moms are brand loyal
66%
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 - 10. 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 - 11. Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband
Still- 6 out of 10 have home computer with
- Almost 6 out of 10 have broadband
The New Face of Opportunity - 12. Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online Video
Monthly Time Spent in Hours:Minutes
Hispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterparts
Source: Nielsen 3-Screens Report 1Q 2010
The New Face of Opportunity - 13. 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 - 14. Hispanics Spend More Time Watching Video on Their Phones
Hispanics Use Cell Phones as Substitutes for Home Computer
Source: Nielsen 3-Screens Report 1Q 2010
The New Face of Opportunity
