Media Metrics: Connecting With Hispanics

“Much has been written about the growth of the U.S. Hispanic market as a consumer segment having high marketing value. But a close look at Hispanic demographics shows that advertisers may be missing the mark if they view Hispanics as a monolithic market or consider country of origin to be the best predictor of consumer behavior within that market.

MRIs recently collected data from in-home surveys across the U.S., published in our spring 2006 “Survey of the American Consumer,” reveal that Hispanics can be effectively segmented and targeted based on whether they speak mostly Spanish or mostly English. Thats because English- and Spanish-speaking segments often have not only different demographic characteristics, but disparate purchase patterns, leisure pursuits, and attitudes about life - all reflecting cultural differences that can exist between these two segments. Most brands skew to either English- or Spanish-language speakers and each segment has distinct media usage habits.”

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