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Univision Communications Inc., the premier Spanish-language media company in the United States hosts Experian® SimmonsSM, the oldest and most-respected authority on consumer behavior, today to unveil the latest data revealing consumers’ reaction to today’s economic climate from a total market and Hispanic consumer perspective. With custom week-by-week data from Experian® SimmonsSM, marketers for the first time are able to take an in-depth look at real-time information that allows for a better understanding of the impact on consumers.
“The volatility of the current recessionary economy has created a need for more current week-by-week data, which is essential to effectively capture changes in consumer behavior and purchasing patterns,” said Ceril Shagrin, executive vice president, Corporate Research, Univision Communications Inc. “By analyzing weekly data versus bi-annual or quarterly, Experian® SimmonsSM was able to provide a more precise representation of overall consumer attitudes, which reveals the resilience of the Hispanic consumer in this economy.”
“Experian® SimmonsSM’ custom analysis of weekly data allowed us to understand the reactions to economic events among different consumer groups. This type of information is so important to marketers today as it provides a more recent picture of events and how they in turn impact consumer behaviors,” said Tom Morrison, vice president, media sales, Experian® SimmonsSM.
Using the week of September 29th, 2008 as the start of the economic meltdown, the results from the past 65 weeks indicate that while the overall consumer mindset is increasingly negative, Hispanics are more optimistic in the period following the meltdown versus prior to September 29th, 2008:
-12% of U.S. consumers feel better off financially today than a year ago (down from 21% pre-meltdown)
-34% of Hispanics are optimistic about their finances in the coming year (vs 25% of non-Hispanics)
-29% of Hispanics are more positive about the U.S. economy in the coming 12 months (vs 21% of non-Hispanics)
-Hispanics average consumer confidence rating is 11% higher than non-Hispanics, and has remained constant since 2005, while non-Hispanics confidence rating has declined.The results also show contributing factors to why Hispanics are less affected by today’s economic climate:
-Only 45% of Hispanics have/use credit cards (vs 71% of non-Hispanics)
-Hispanics are 44% more likely to use cash to pay bills than non-Hispanics (Index 156 to 91)
-Hispanics are almost 2x as likely to rent their home as non-Hispanics (44% vs 23%), and are therefore less likely to be impacted by the high percent of mortgage foreclosuresThe findings highlight Hispanics as a key target consumer for advertisers – even today:
-Hispanics are consistently more frequent shoppers than non-Hispanics (34% vs 29%)
-Twice as many Hispanics are willing to pay for branded prescriptions as non-Hispanics (31% vs 15%)
-Hispanics are 38% more likely to buy from an advertiser than non-Hispanics (Index 131 to 95)“Univision is committed to providing our partners the best data and research that helps them make sound business decisions,” said David Lawenda, president of Advertising Sales and Marketing, Univision Communication Inc. “Experian® SimmonsSM has provided us with a tremendous resource to obtain valuable information about current consumer behavior that can be leveraged to deliver growth today.”
Source: Experian® SimmonsSM Proprietary Research Study, 2009.
About Experian® SimmonsSM:
As the oldest and most-respected authority on consumer behavior, Experian® SimmonsSM has been the Voice of the American Consumer™ for more than 50 years. Experian® SimmonsSM’ studies chronicle everything, from the products consumers buy and the brands they use to their lifestyles, attitudes and media preferences. With more than 60,000 data variables across almost 500 product categories, Experian® SimmonsSM’ studies constitute a database of exceptional breadth and depth — providing actionable insights that help clients connect with their most valuable customers. Visit us at www.experiansimmons.com.About Univision Communications:
Univision Communications Inc. is the premier Spanish-language media company in the United States. Its operations include Univision Network, the most-watched Spanish-language broadcast television network in the U.S. reaching 95% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 85% of U.S. Hispanic Households; Galavisión, the country’s leading Spanish-language cable network; Univision Television Group, which owns and operates 64 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 70 radio stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico; and Univision Interactive Media, which includes www.univision.com, the premier Spanish-language Internet destination in the U.S., and Univision Móvil, the industry’s most comprehensive Spanish-language suite of mobile offerings. Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisa’s pay television channels in the U.S. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit www.univision.netContact: Adriana Ruiz-Lopez
Univision Interactive Media
212-455-4712
marketingcomm@univision.netCraig Harper
Experian Simmons
901-853-3090
craig.harper@experian.com
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Knowledge is Power and this page is just the start. Hispanics/Latinos are a growing diverse force in this country. Check out some of the 53,938 items found on this site below or dig into the Site Map
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