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  Hispanic Buying Power

  • Between 1990 and 2007, the buying power of U.S. Hispanics will rise by a whopping 315% compared to the buying power of non-Hispanic Whites at 111% over the same time period.

  • The Selig Center's report on Hispanic buying power estimates by the year 2007, the spending of Latinos in Massachusetts will reach 10.6 million annually.
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  Different Context of Message

  • It's clear that the Hispanic market is a force. Its sheer numbers in terms of population and increasing buying power require that it not be ignored by marketers. Why, then, target this market differently than any other market? How should message differ from the mainstream?
    • Advertisements require a unique feel, appealing to Hispanic values & preferences
    • Both the message and the media it is delivered in are key
    • Often Spanish-language media is the only means of information from
      one’s home country.
    • The majority of Hispanics prefer to be spoken to in Spanish (or at least bi-lingual)
    • 79% of Hispanics speak Spanish in the home
    • 70% watch TV or listen to the radio in Spanish
    • Emotional triggers differ between the Hispanic and mainstream markets
    • Hispanics share a strong commitment to family, religion, & heritage.


 

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Buzz Latino Marketing & Advertising Company
Telephone: 877-6-BOSTON
                   877-626-8766

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