Hispanic Advertising

Hispanic Consumer

by on Aug.28, 2009, under News

Did you know that Hispanics are less impacted by the recession, and their overall viewpoint about the state of our economy is more optimistic? They are also more avid shoppers and have a tendency to react better to TV advertising than the general population. The Hispanic consumer is able to rebound quicker to trends than their non-Hispanic counterparts. In other words, they are prime prospects in today’s troubled marketplace.

Years ago in junk mail, we discovered that many Spanish-speaking potential customers wanted to be contacted in their native language, so linguists were hired in the copy-writing field to translate junk mail offers into Spanish. It worked gangbusters, and the concept has once again been confirmed by a study done on Hispanics for Univision Communications, the premier Spanish-language media company in the U.S.

Here are some figures you probably didn’t know. Just 45% of Hispanics carry credit cards compared to 71 percent for non-Hispanics. And even a lesser amount take out loans, only 34% versus 53% for non-Hispanics. They shop more frequently than non-Hispanics, take more brand prescriptions, and pay more attention to advertising. Univision says that marketers have determined recently that Hispanic sales have outdone non-Hispanic sales.

The buying power of the Hispanic community is growing at a rate 50 percent faster than non-Hispanic, and Univision predicts it will hit $1 trillion by 2010. Some of the reasons might be that Hispanics are more optimistic about their finances by almost 10 percentage points, the same margin being optimistic about the economy. About twice as many Hispanics rent their home compared to non-Hispanic, therefore, less are affected by the wave of foreclosures.

To attract the Hispanic community into your business review the Spanish Internet marketing services offered by Elvis Arias, Hispanic Advertising Consultant.


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