HispanicTips » acculturation http://www.hispanictips.com Essential Hispanic & Latino News :: Relevant, Trusted, Comprehensive and Useful Sat, 20 Mar 2010 20:45:59 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 Acculturation Influences Smoking Cessation by Latino Men http://www.hispanictips.com/2009/12/03/acculturation-influences-smoking-cessation-by-latino-men/ http://www.hispanictips.com/2009/12/03/acculturation-influences-smoking-cessation-by-latino-men/#comments Thu, 03 Dec 2009 18:04:02 +0000 Tomas http://www.hispanictips.com/2009/12/03/acculturation-influences-smoking-cessation-by-latino-men/ HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=69188 0 Study links Latino immigrants’ HIV testing to level of adaptation to U.S. culture http://www.hispanictips.com/2009/11/30/study-links-latino-immigrants-hiv-testing-to-level-of-adaptation-to-u-s-culture/ http://www.hispanictips.com/2009/11/30/study-links-latino-immigrants-hiv-testing-to-level-of-adaptation-to-u-s-culture/#comments Mon, 30 Nov 2009 15:30:48 +0000 Tomas http://www.hispanictips.com/?p=68506 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=68506 0 U.S. Hispanics and Acculturation http://www.hispanictips.com/2009/11/05/u-s-hispanics-and-acculturation/ http://www.hispanictips.com/2009/11/05/u-s-hispanics-and-acculturation/#comments Thu, 05 Nov 2009 16:56:37 +0000 Tomas http://www.hispanictips.com/?p=66011 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66011 0 Taking Hispanic Marketing Beyond Language, Acculturation – SMG, Telemundo Study Will Offer Insights for Marketers, Help Develop Relevant Content http://www.hispanictips.com/2009/08/04/taking-hispanic-marketing-beyond-language-acculturation-smg-telemundo-study-will-offer-insights-for-marketers-help-develop-relevant-content/ http://www.hispanictips.com/2009/08/04/taking-hispanic-marketing-beyond-language-acculturation-smg-telemundo-study-will-offer-insights-for-marketers-help-develop-relevant-content/#comments Tue, 04 Aug 2009 15:20:08 +0000 Tomas http://www.hispanictips.com/?p=57376 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=57376 0 Latino Acculturation Vs. Assimilation http://www.hispanictips.com/2009/07/20/latino-acculturation-vs-assimilation/ http://www.hispanictips.com/2009/07/20/latino-acculturation-vs-assimilation/#comments Mon, 20 Jul 2009 23:49:56 +0000 Tomas http://www.hispanictips.com/2009/07/20/latino-acculturation-vs-assimilation/ HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=56893 0 Latino Teens Happier, Healthier If Families Embrace Biculturalism: Report http://www.hispanictips.com/2009/06/24/latino-teens-happier-healthier-if-families-embrace-biculturalism-report/ http://www.hispanictips.com/2009/06/24/latino-teens-happier-healthier-if-families-embrace-biculturalism-report/#comments Wed, 24 Jun 2009 16:14:22 +0000 Tomas http://www.hispanictips.com/?p=55463 "Over the years, research has shown that Latino youth face numerous risk factors when integrating into American culture, including increased rates of alcohol and substance use and higher rates of dropping out of school.

But a new study from the University of North Carolina at Chapel Hill shows adolescents who actively embrace their native culture – and whose parents become more involved in U.S. culture – stand a greater chance of avoiding these risks and developing healthier behaviors overall.

The findings are from a longitudinal study by the UNC-based Latino Acculturation and Health Project, which is supported by the U.S. Centers for Disease Control and Prevention (CDC) and directed by Paul Smokowski, Ph.D., an associate professor at the UNC School of Social Work. Researchers interviewed 281 Latino youths and parents in North Carolina and Arizona, asking questions about a wide range of measures of lifestyle and mental health. Participants answered according to how much they agreed with each question (for example, from “not at all” to “very much”), resulting in scores on a scale for each measure.

“We found teens who maintain strong ties to their Latino cultures perform better academically and adjust more easily socially,” Smokowski said. “When we repeated the survey a year later, for every 1-point increase in involvement in their Latino cultures, we saw a 13 percent rise in self-esteem and a 12 to 13 percent decrease in hopelessness, social problems and aggressive behavior.

“Also, the study showed parents who develop a strong bicultural perspective have teen children who are less likely to feel anxiety and face fewer social problems,” he said. “For every increase in a parent’s involvement in United States culture, we saw a 15 to 18 percent decrease in adolescent social problems, aggression and anxiety one year later. Parents who were more involved in U.S. culture were in a better position to proactively help their adolescents with peer relations, forming friendships and staying engaged in school. This decreases the chances of social problems arising.”

“Such results suggest that Latino youth and their parents benefit from biculturalism,” Smokowski said.

The findings are presented as part of a series of articles featured next month in a special issue of The Journal of Primary Prevention, a collaborative initiative between UNC and the CDC. The special issue presents the latest research on how cultural adaptation influences Latino youth behaviors – including involvement in violence, smoking and substance use, as well as overall emotional well-being – and offers suggestions for primary prevention programs that support minority families.

“Bicultural adolescents tend to do better in school, report higher self esteem, and experience less anxiety, depression and aggression,” said study co-author Martica Bacallao, Ph.D., an assistant professor at the University of North Carolina at Greensboro, whose work is also featured in the special issue. “It is interesting that, in order to obtain these benefits of biculturalism, adolescents and parents often need to do the opposite of what their natural tendencies tell them. Parents who are strongly tied to their native cultures must reach out to learn skills in the new culture. Adolescents who quickly soak up new cultural behaviors should slow down and cultivate the richness in their native cultures.”

Smokowski added: “The burgeoning size of the Latino population and the increasingly important roles that Latino youth will play in American culture are worthy of community attention. Communities can either invest in prevention to nurture Latino youth as a national resource or pay a heavy price later in trying to help these youth address social problems such as substance use, aggression or dropping out of school; all of which often results from the stress of acculturation.”

Along with Smokowski and Bacallao, Rachel L. Buchanan, Ph.D., assistant professor of social work at Salisbury University in Maryland, was a co-author of the study, titled “Acculturation and Adjustment in Latino Adolescents: How Cultural Risk Factors and Assets Influence Multiple Domains of Adolescent Mental Health.”

To learn more about the Latino Acculturation and Health Project, go to: http://www.unc.edu/~smokowsk/Main_Page.html" Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=55463 0 National Hispanic & Latino Marketing & Advertising :: Yes, it is possible & even affordable :: Targeting a diverse group via the long-tail aka Targeting by casting a wide net http://www.hispanictips.com/2008/09/11/national-hispanic-latino-marketing-advertising-yes-it-is-possible-even-affordable-targeting-a-diverse-group-via-the-long-tail-aka-targeting-by-casting-a-wide-net/ http://www.hispanictips.com/2008/09/11/national-hispanic-latino-marketing-advertising-yes-it-is-possible-even-affordable-targeting-a-diverse-group-via-the-long-tail-aka-targeting-by-casting-a-wide-net/#comments Thu, 11 Sep 2008 10:22:34 +0000 Tomas http://www.hispanictips.com/?p=43773 Most experts would probably tell you that it is difficult and costly to run a national campaign to target Hispanic y Latinos because of the diversity in terms of ethnicity, language, acculturation levels and location. After all it it is not a homogeneous demographic. For the most part they are right.

A large part of the reason is that there are few national Hispanic / Latino media outlets. Those that exist are either Spanish-Language television, radio and newspapers or magazines in either language that only catering to segments of the audience. In other words, there are few choices.

However, Internet properties can be the exception simply because of the power of long-tails. A long-tail is imperative as it is a reflection of the actual diversity in Hispanics and Latinos. I will use HispanicTips to explain.

HispanicTips has an incredibly long tail. A long-tail is represented by the fact that in a 30 day period search engines sent 98,459 visits to HispanicTips via 75,769 keywords (in a year's time search engines actually sent 907,380 visits via 554,935 keywords) with some of these keywords driving many visitors to the site but the majority of these keywords driving only one or two visitors. If graphed out it would literally look like a tail and the more keywords with only 1 or 2 searches the longer the tail and thus the greater the diversity of visitors and reach.

So how does this help reach a national Hispanic / Latino audience?

  1. A long-tail graphically or literally means that visitors are coming in for a wide variety of information, right?
  2. Relevancy and diversity in terms of comprehensive information determines the length/nature of a long-tail
  3. and in the case of HispanicTips (based on a cursory examination of the 75k keywords) this means that it cuts across:
    1. ethnic groups,
    2. language preferences*
    3. acculturation levels &
    4. geography / location (this is also known based on geographic metrics)

The long-tail actually makes it possible to target the diversity present in the national Hispanic / Latino demographic. To learn about advertising/sponsoring opportunities on HispanicTips please go here.

*A note about language preference: People seem to search in both languages at Google and this is only enhanced by searches for names that are usually the same in either language. It is almost like Google speaks Spanglish. Scroll down on any page on HispanicTips to see what are the most popular search terms. What do you see? - Myrka Dellanos, sin senos no hay paraiso, levantate telemundo, etc. What this means is that visitors come to the site based less on language perhaps and more on relevancy or in search engine terminology a site's position in a given SERP (Search Engine Result Page) that is actually governed by more than relevancy but some magic algorthim.

]]> http://js-kit.com/rss/www.hispanictips.com/p=43773 0 Winning Latino Votes in the General Election – HispanicAd http://www.hispanictips.com/2008/06/23/winning-latino-votes-in-the-general-election-hispanicad/ http://www.hispanictips.com/2008/06/23/winning-latino-votes-in-the-general-election-hispanicad/#comments Mon, 23 Jun 2008 17:39:33 +0000 Tomas http://www.hispanictips.com/2008/06/23/winning-latino-votes-in-the-general-election-hispanicad/ "Perhaps it's because the descriptor “Latino” tends to be erroneously interpreted as meaning this is a homogeneous group or, at least as an electorate, a group that shares the same general cluster of characteristics somewhat discrete from other groups. In my experience when there is some acknowledgement of heterogeneity it is typically in terms of different levels of “acculturation,” a concept I heartily dissuade clients and all comers alike to discard as virtually useless. " HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=40360 0 Winning Latino Votes in the General Election – (commentary in the form of a press release) http://www.hispanictips.com/2008/06/17/winning-latino-votes-in-the-general-election-commentary-in-the-form-of-a-press-release/ http://www.hispanictips.com/2008/06/17/winning-latino-votes-in-the-general-election-commentary-in-the-form-of-a-press-release/#comments Tue, 17 Jun 2008 13:09:34 +0000 Tomas http://www.hispanictips.com/2008/06/17/winning-latino-votes-in-the-general-election-commentary-in-the-form-of-a-press-release/ "With the focus now squarely on the general election, the pressure intensifies to work those pieces of the demographic pie that could mean The White House. Among the tastier slices? U.S. Latino voters. Ten years ago, at just under 11% of the U.S. population, the U.S. Hispanic market began drawing interest in earnest, some pointing to untapped spending, others to the potential for playing a decisive role in an election. Even so, efforts have been piecemeal and adjunct. Today, at just over 15% of the population and growing, campaigns are finally getting game, dedicating larger budgets and integrating efforts earlier. More important than the percentage of the U.S. population that is Latino is the percentage of the voting public they represent in many key states as demonstrated in the recent Democratic primary contests. In Texas, Latino participation went from 24% in 2004 to 32% this year. In California, where roughly a third of the population is Latino, 1.2 million Latinos voted – the highest total of any state – representing a whopping 29% of the total vote. This is a dramatic increase from the 2004 primaries where Latinos accounted for just 16% of the total vote. According to studies by the Pew Hispanic Center, Latinos’ stake of the Democratic primary vote increased significantly since 2004 in 15 other states, including Arizona, Nevada, New Jersey and New Mexico. What could be bringing Latino voters out in such record numbers? It could be the record amounts being spent on Spanish and English language ads targeting Latinos; however, the proportion of dollars spent to the relative increase in voter turnout doesn’t support this idea. And although more attention than ever is focused on the Latino electorate, media still struggles with how to characterize Latino voters and campaigns how to decisively galvanize their support. Why should this group be so hard to get a handle on? Perhaps it’s because the descriptor “Latino” tends to be erroneously interpreted as meaning this is a homogeneous group or, at least as an electorate, a group that shares the same general cluster of characteristics somewhat discrete from other groups. In my experience when there is some acknowledgement of heterogeneity it is typically in terms of different levels of “acculturation,” a concept I heartily dissuade clients and all comers alike to discard as virtually useless. The problem with applying the term “acculturation” to the U.S. Latino experience is that there is no specific definition, only the vague inference that people progress along an implicitly linear continuum of mainstream American-ness going from “Less American” to “More American” until they are “fully acculturated.” But more or less American than whom or what? A flourishing advertising and marketing industry spends tens of millions of dollars each year carefully dissecting and targeting all different kinds of Americans. Going back to the homogeneity assumption, when it comes to trying to differentiate Latinos as a group from other groups, the temptation is to focus on cultural differences such as the much-touted family-centric ethos. I contend this is not relevant when addressing Latinos as voters. Instead, I believe the focus needs to be on characteristics that correlate highly with being a U.S. Latino and are shared in common with other groups in order to understand their needs and draw support. The average U.S. Latino has more children, earns less money and has a lower level of educational achievement than the average American. For Spanish language dominant Americans (22% of eligible Latino voters), the language barrier means there are fewer resources available to them, resulting in frustration and alienation. They feel no one understands the special challenges they face in raising their family in today’s society. Interestingly, in focus groups I’ve found these same feelings voiced by single mothers. The lower paying jobs U.S. Latinos tend to hold typically don’t offer health insurance, further threatening the tentative foothold many have on economic survival – a worry they have in common with more and more Americans as the ranks of the middle class continue to shrink. Latinos also represent an unusually high proportion of family members serving in the Iraq war – a burden they share with low income Americans of all races and ethnicities. The key to appealing to Latinos in this election year is understanding that they represent the hardest hit of the hardest hit in the current economic downturn and have the most to lose as the war grinds on in Iraq. Hillary Clinton’s relative success with Latino voters had nothing to do with Black-Brown tensions undermining Obama and everything to do with her campaign focus on the needs of working class people and the Bill Clinton legacy of a strong economy. And while historically Latinos have leaned towards the Democratic Party, examination of Latino voter behavior over the last few elections suggests neither Democrats nor Republicans can count on party line support. In 2004 George Bush drew more than 40% of the Latino vote, and I would contend this was in large part due to his ability to appeal to the working class. And while the 2006 mid-term elections showed an overall decrease in Latino support of Republican Congressional and gubernatorial candidates and an overall increase in support of Democrats, Latinos split their ballots voting in record numbers for certain Republicans. So why are Latinos turning out in record numbers to vote? Because not since the 1960s has so much been at stake for the lowest on the economic totem pole. The economy and the war have only worsened in the last two years. While these are important issues for everyone, for working class families their very survival hangs in the balance. To carry the Latino vote in this election, the focus is simple… think “hardest hit of the hardest hit.” McCain has a good start in this direction. His Spanish language ads are direct and to the point, saying, “When it comes to filling up our shopping carts or gas tanks, we aren’t Democrats or Republicans. We’re Latinos suffering in this together…” and promising (however vague) solutions to these economic woes. While Obama’s Latino-focused ads are hip, catchy and even moving (reggaeton beats to chants promising “Hope has arrived”), they do not address important needs or propose a plan of action. As Reina, an anonymous Latina in Los Angeles commented in response to seeing these ads, “It’s upbeat, but does he get how bad things are? Can he handle the challenges? What has he ever done?” As Obama heads into the final months of the general election, if he wishes to garner the coveted Latino vote, he will have to present the answer to an even more important question: what will he do for Hispanics, the people on the front lines of our floundering economy. Ines Poza, Ph.D., is the owner of Poza Consulting Services, a market research firm based in Santa Monica, CA providing research and strategic planning for media and consumer goods targeting general market and Latino audiences in the U.S. and Latin America. Contact Dr. Poza at 310.264.4637. " HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=40017 0 Blogante News for Thursday – May 29th, 2008 http://www.hispanictips.com/2008/05/29/blogante-news-for-thursday-may-29th-2008/ http://www.hispanictips.com/2008/05/29/blogante-news-for-thursday-may-29th-2008/#comments Thu, 29 May 2008 16:20:33 +0000 Tomas http://www.hispanictips.com/2008/05/29/blogante-news-for-thursday-may-29th-2008/ Blogante News Essentials --»

In Miami, Spanish is becoming the primary language

Rufino Tamayo painting sells for $7.2 million, sets record for Latin American art

“A certain segment has basically been feeding a kind of xenophobia. There’s a reason why hate crimes against Hispanic people doubled last year,” Obama said. “If you have people like Lou Dobbs and Rush Limbaugh ginning things up, it’s not surprising that would happen.”

US border governors seek action on security, crime fighting as Mexico faces wave of violence

‘Viva Hollywood’ winner Berto Colón trashes VH1 show

End of Cuba’s ‘tourist apartheid’ leaves vast racial divide - Cuba has lifted the ban that kept locals from tourist hotels, but a trip to Varadero showed the only Cubans at the resorts were outside, begging for handouts.

Clinton: No Vote for Puerto Rican Vets “An Injustice and an Insult” - From The Road

UNDER THE SAME MOON (LA MISMA LUNA) 2007 Sundance Film Festival Crowd Pleaser, Arrives On DVD June 17 from Fox Home Entertainment

Judge rejects Farmers Branch ordinance on renting to illegal immigrants

There’s lots to celebrate at Chicano graduation - Cal State Bakersfield

More Blogante News From --»Top Stories | My Picks | Eye Openers | Did You Know Facts

Texas cities join suit against Mexico border fence

Family’s tea strikes familiar chord with fans - Tomandote

South Florida Hispanics split evenly among Democrats, Republicans - new data from Democracia USA

US system of deportation inhumane - Immigrant rights under threat by poor detention and deportation procedures

Man accused of buying Mexican babies to sell to U.S. couples

Dole, Hagan spar over ad on immigration - Commercial features N.C. sheriffs praising senator for her help. Rival calls for reform. - North Carolina

With Migrant Workers in Short Supply, a Farmer Looks to Machines

Bush to Let Americans Send Cellphones to Cuban Relatives

Hispanic residents testify against Farmers Branch election system

Judge Orders Second Trial for Twelve-Year-Old Hispanic Boy - Durham, North Carolina

Corrections Officer Says He Was Fired For Being Hispanic - Osceola County, Florida

Election 2008 --» View the latest 50 headlines or 25 excerpts
(Are you registered to vote? Will you vote? You really, really should.)

“A certain segment has basically been feeding a kind of xenophobia. There’s a reason why hate crimes against Hispanic people doubled last year,” Obama said. “If you have people like Lou Dobbs and Rush Limbaugh ginning things up, it’s not surprising that would happen.”

Clinton: No Vote for Puerto Rican Vets “An Injustice and an Insult” - From The Road

Bill Clinton urges Puerto Ricans to vote

South Florida Hispanics split evenly among Democrats, Republicans - new data from Democracia USA

Blogante Business more at: Business | Marketing | Real Estate | Media | Internet

Family’s tea strikes familiar chord with fans - Tomandote

Study identifies acculturation as primary segmentation tool - Hispanic MPR

The Harry Fox Agency, Inc. (HFA) en Espanol Debuts Online

Aspen Latino Named Hispanic On-Premise Activation Agency for Absolut(R) Vodka

Mexican Advertisers Target Mexican Americans in the U.S.

Mexico blames California employer for death of vineyard worker

Mexican Retailer Soriana Selling Gigante Anaheim Store, Others

With Migrant Workers in Short Supply, a Farmer Looks to Machines

The Salt Lake Tribune launches Spanish paper - Ahora Utah

Azteca shifts production of U.S. newscasts to Mexico - The Spanish-language network lays off about 30 workers, including 19 in its news department, to cut costs.

Mega TV Reports Outstanding Results for May 2008 - WSBS Channel 22 Ranks Third in the Miami-Ft. Lauderdale DMA During Prime Time

Time Warner Rolls Out Three Hispanic Networks - Alterna TV Trio Launch In Operator’s Palm Desert Area

Bromley Communications, LLC Earns Two Honors in One Week

Blogante Entertainment+ more at: Entertainment | Musica

Erika Buenfil feels relieved now that everyone knows Ernesto Zedillo Jr. is her son’s father

Dulce María’s Big-Screen Debut

Edith González talks about her daughter’s father

‘Viva Hollywood’ winner Berto Colón trashes VH1 show

Conservative radio talk host Laura Ingraham welcomes daughter Maria Caroline - adopted from Guatemala

Keeping up with Kat Deluna

UNDER THE SAME MOON (LA MISMA LUNA) 2007 Sundance Film Festival Crowd Pleaser, Arrives On DVD June 17 from Fox Home Entertainment

El Mejor de lo Mejor - We Asked a Mexican to help us pick the best Anglo covers of Mexican tunes

Latino tribute show debuts - Producer hopes the high-energy song and dance routine will resonate with Hispanics - “Superstars Latinos,” at Dallas Events Center in Texas Station

Golden-age Mexican diva - Dolores del Rio stars in ‘La Otra’ on DVD

‘Chocolate Con Pimienta’ Comes to An End on Mega TV

Blogante News from all the other categories - View all categories | states | metros | sitemap -- special mention to immigration

Initiative Aims to Raise Awareness in the Hispanic Community on Gingivitis Prevention

Federal police rushed to hot spot in Mexican drug fight - Culiacan

UTSA, Blue Star host ‘Latina Voices’ panel May 29 - University of Texas at San Antonio

Border rights activist leaving Tucson for new post - Rick Ufford-Chase, founder of BorderLinks

Immigration raid on Iowa kosher meat plant felt in Houston

House bill would keep immigration status out of admission - North Carolina

Cuban Newspaper Pushes Beyond Party Line : NPR

AP opens photo exhibit, workshop for Cuban students and photojournalists

Activist raises awareness on illegal immigration - Annie Loyd in Arizona

Hispanics sought for scholarships - Florida

Hispanic Futures Conference on Sat., May 31 - Austin, Texas

The Menendez Method - (Sen. Robert Menendez of New Jersey)

About time! Reckless TV anchors put on spot

Concerns about immigration affect attitudes about public spending, University of California - Riverside study finds

HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=39316 0 Study identifies acculturation as primary segmentation tool – Hispanic MPR http://www.hispanictips.com/2008/05/29/study-identifies-acculturation-as-primary-segmentation-tool-hispanic-mpr/ http://www.hispanictips.com/2008/05/29/study-identifies-acculturation-as-primary-segmentation-tool-hispanic-mpr/#comments Thu, 29 May 2008 16:05:22 +0000 Tomas http://www.hispanictips.com/2008/05/29/study-identifies-acculturation-as-primary-segmentation-tool-hispanic-mpr/ "ccording to a 2008 segmentation study, acculturation is the most significant factor when segmenting the U.S. Hispanic market. At the same time, the lead researchers involved in the study, David Morse and Susanna Whitmore of New American Dimensions, believe there are important differences between the various groups marking it important for marketers to have a clear understanding of Latino market segments before approaching them.

In the Acculturation & Beyond New American Dimensions Hispanic Segmentation Study report they counsel marketers to be cautious of stereotypes. As an example, they point out that consumers that would be considered unacculturated by some standards may exhibit behaviors more common among acculturated Latinos. On the other hand, many Latinos born in the United States are eager for a strong cultural connection with their country of origin and roots." HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=39314 0 2008 Terra comScore Hispanic Digital Study Provides New Insights Into The Diverse Hispanic Online Community http://www.hispanictips.com/2008/05/06/2008-terra-comscore-hispanic-digital-study-provides-new-insights-into-the-diverse-hispanic-online-community/ http://www.hispanictips.com/2008/05/06/2008-terra-comscore-hispanic-digital-study-provides-new-insights-into-the-diverse-hispanic-online-community/#comments Tue, 06 May 2008 17:04:02 +0000 Tomas http://www.hispanictips.com/2008/05/06/2008-terra-comscore-hispanic-digital-study-provides-new-insights-into-the-diverse-hispanic-online-community/ "Terra, the largest original digital content producer for U.S. Hispanics, released today the top line results of a new research study conducted by comScore for Terra, revealing important information about the diverse Hispanic digital market. The study was conducted between January 31 and February 28 of 2008 and a total of 3,513 consumers 12+ completed the survey, making it the most comprehensive to date with 1.65% margin of error.

"We are committed to helping our clients and marketers better understand the fast growing, fast changing Hispanic online market. This study provides key information that will allow them to target specific segments and thus improve their return on online advertising investment," said Fernando Rodríguez CEO of Terra Networks U.S.A.

Online Hispanics embrace technology. Internet usage outpaces television.

In general, online Hispanics, independent of their language preferences and acculturation levels, are heavily engaged in technology with 66% reporting that they keep up with the latest developments and influence family members and friends in their purchase decisions for new technology. Internet usage now outpaces television with 56% reporting to spend at least one hour per day online vs. 50% that reported spending one hour per day watching television. 72% have computers and televisions in the same room and 75% of these multi-task use the Internet and television together always or very frequently. Of the multi-taskers, 44% send e-mail or instant messages about the show they are watching and 40% report researching for products advertised on television, while 35% go to the website about the show being watched.

94% of online Hispanics own a cell phone and use it as their primary line. 93% use the voice mail feature and 86% report sending text messages. 6 in 10 online Hispanics own four or more electronic devices with 68% of these owning a Palm Pilot or Blackberry and 12% owning a portable PC.

Offline Activities
Online Hispanics are actively engaged in their community with
40% saying they have voted in an election, 34% saying they attend church regularly, 24% have participated in fundraising efforts and 13% have participated in environmental causes.

Dinning Out, shopping and movies top the list of preferred leisure activities by Online Hispanics with 55% percent saying they have participated in these at least 10 times in the last six months and 86% reporting to have participated at least 5 times.

-- 77% Went out to dinner
-- 76% Went to the movies
-- 73% Went shopping
-- 44% Cooked
-- 43% Visited a bar or a club
-- 39% Went to a concert
-- 33% Played the lottery
-- 32% Went/belong to a gym or health club
-- 27% Went dancing or to a dance club

When asked about technology and entertainment 73% regularly rent movies, 69% bought CD's, 68% purchased a movie, 40% downloaded music and 35% a ring tone.

Online Engagement Segments
The study also breaks new ground in helping understand online Hispanics by dividing them according to online engagement segments (OES), ethnic pride and language usage and providing specific data about the New York, Miami, Los Angeles, Houston and Chicago markets. The results indicate that Heavy OES tend to be male, young and live in large cities. They tend to speak Spanish at home, be foreign born and report a high level of ethnic pride. Medium OES respondents are also skewed towards the younger age groups, but have an even gender split. They are more likely to live in Los Angeles or New York vs. Miami, were born in the US, and speak a mix of English and Spanish at home. Light OES respondents are skewed female and are the oldest of the three segments with a median age of 33 years. Compared with the other two groups, they are more likely to speak English exclusively at home, to live outside the five urban Hispanic markets, and have the lowest level of Hispanic pride. They also report the lowest median household income levels.

The study further reveals strong ethnic pride and conservative family values with 84% saying they respect their elders, 73% saying they are very family oriented and 40% saying that religion plays a big role in their families.

"Terra commissioned comScore to conduct data mining and segmentations with respect to the engagement, language preference, and cultural identity of the US online Latino population. The study revealed previously unknown correlations involving relationships between Latino identity and Internet use. Neither one of us knew what would emerge, but the results speak for themselves," added Josh Chasin, Chief Research Officer for comScore.

Methodology:

-- Survey responses were collected online in English and Spanish by comScore. A total of 3,513 surveys were completed between January 31 and February 28, 2008.

-- The margin of error for a sample of this size is +/- 1.65 percentage points (19 times out of 20).

-- All participants reside in the USA, are aged 12+ years, and are Hispanic.

-- The sample was designed to be nationally representative, yet ensuring the ability to focus on 5 specific DMAs: New York, Los Angeles, Miami, Chicago, and Houston.

About Terra
Terra is the largest original digital content producer for U.S. Hispanics. Its portal Terra.com includes 29 channels in Spanish featuring News, Music, Entertainment, Sports and Terra TV, as well as community areas, blogs and services, reaching the broadest audience in the U.S. Hispanic market according to comScore Media Metrix and Nielsen/Net Ratings. Terra is part of Terra Networks S.A., a leading global Internet group operating portals in the U.S., Latin America and Spain and the #1 Internet access provider in Latin America and Spain." HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=38327 0 IRI Expert Uncovers Insights on Hispanic Shopping Behavior http://www.hispanictips.com/2008/04/21/iri-expert-uncovers-insights-on-hispanic-shopping-behavior/ http://www.hispanictips.com/2008/04/21/iri-expert-uncovers-insights-on-hispanic-shopping-behavior/#comments Mon, 21 Apr 2008 17:14:40 +0000 Tomas http://www.hispanictips.com/2008/04/21/iri-expert-uncovers-insights-on-hispanic-shopping-behavior/ "WHO:
Staci Covkin, Senior Vice President, Consumer and Shopper Insights Group, IRI


WHAT:
The Hispanic population is growing six times faster than the general population. The consumer packaged goods (CPG) industry is constantly searching for new ways to reach Hispanic consumers through marketing, advertising, promotion and media. To help the industry take a closer look at this complex consumer group and to win at the shelf, consumer insights expert, Staci Covkin, is presenting "Winning at the Shelf." Covkin's presentation will be based on extensive survey and purchasing insights from IRI on Hispanic consumers.


WHY:


Hispanic purchasing power is projected to increase by 9 percent each year and will be at least $1.2 trillion by 2010. To win at the shelf, it is vital for the CPG industry to understand the factors that are driving growth in this consumer segment, which is not an easy task when considering the complexity of the Hispanic population in terms of acculturation, language preference, and attitudes. Covkin's presentation will help advertisers, marketers, manufacturers and retailers discover the shopping patterns and preferences of this multifaceted segment.

This presentation will address such critical issues as:

-- How acculturation impacts shopping and purchasing behaviors?
-- What are the top influencers of Hispanic behavior?
-- In which retail channels do Hispanics prefer to shop?
-- Which categories and brands present the greatest opportunities?


WHEN:
April 18, 2008, 9:30 a.m. CDT


WHERE:


Control/Alt/Delete: Reboot for the Future


Association of Hispanic Advertising Agencies
Grand Hyatt San Antonio
600 East Market Street
San Antonio, TX 78205


www.ahaa.org" HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=37581 0 AHAA announces Study of Latino Cultural Identity http://www.hispanictips.com/2008/02/20/ahaa-announces-study-latino-cultural-identity/ http://www.hispanictips.com/2008/02/20/ahaa-announces-study-latino-cultural-identity/#comments Wed, 20 Feb 2008 17:58:20 +0000 tomasz http://www.hispanictips.com/2008/02/20/ahaa-announces-study-latino-cultural-identity/ "The Association of Hispanic Advertising Agencies (AHAA) signed a deal with Simmons Research to conduct the first major primary research study of Latino Cultural Identity. Drawing on Simmons’ expertise in the Hispanic market, the study aims to build on AHAA’s original initiative to explore the complexities of Hispanic consumers and put forth a new model that enriches Hispanic research beyond current acculturation and language segmentation metrics. " HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=35544 0 New Research Identifies Most Important Issues for Hispanics – Education Leads the Way in Study That Also Reveals Most Trusted Sources for Information http://www.hispanictips.com/2008/02/07/research-identifies-most-important-issues-hispanics-education-leads-study-that-also-reveals-most-trusted-sources-information/ http://www.hispanictips.com/2008/02/07/research-identifies-most-important-issues-hispanics-education-leads-study-that-also-reveals-most-trusted-sources-information/#comments Thu, 07 Feb 2008 16:36:25 +0000 tomasz http://www.hispanictips.com/2008/02/07/research-identifies-most-important-issues-hispanics-education-leads-study-that-also-reveals-most-trusted-sources-information/ "Education is the No. 1 issue of importance for Hispanics across the nation, regardless of acculturation, according to a study released today by FH Hispania(R), the U.S. network of Hispanic practitioners within global communications powerhouse Fleishman-Hillard. The study, "Confianza: Hispanic Trust Pulse," also found that teachers and schools are the leading source of information (trusted by 54 percent) followed by different sources of media (trusted by a combined 39 percent).

The FH Hispania research, conducted by NuStats, polled 1,000 respondents. It revealed that issues affecting the family are the most important to Hispanics, but their prominence varies depending on the respondents' time in the United States. For first generation Hispanics, education, child care, and crime and security are the leading issues of importance. However, second generation Hispanics are most concerned about access to healthcare along with education and crime and security.

"In general, Hispanic adults are very family-centric, so the focus on education and childcare is not a surprise. But what is particularly noteworthy is that the interests of second-generation Hispanics begin to more closely mirror the interests of non-Hispanics," said Rissig Licha, managing director of FH Hispania.

For non Hispanics who participated in the study, education, and crime and security also ranked among the top three topics of interest. Topics such as access to healthcare, religion, nutrition and fitness, and money and financial planning figured more prominently than for Hispanics.

The study also uncovered that topic experts, media, friends, and family, in that order, are the most trusted sources on the top 10 issues of interest among Hispanics.

"On the issue of greatest importance -- education -- Hispanics predominately turn to education professionals," said Jorge Diaz de Villegas, senior vice president, partner and chair of FH Hispania "The media is also ranked as a trusted source for information, particularly on nutrition/fitness and environmental issues."



Confianza HispanicTrust Pulse on Top 5 Topics*:

*Top 5 issues among all Hispanic respondents. Survey was conducted by
NuStats and sample consisted of 1,000 participants nationwide: 750
Hispanics and 250 non-Hispanics.

Friends
and Gov. Medical Education First
Top 5 Topics Media Family Agencies Personnel Personnel Responders

Education/
Schools 39% 13% 8% 54%
Child Care 16% 34% 7% 29% 26% 1%
Crime/Security 41% 7% 51%
Access to
healthcare 32% 10% 10% 59%
Emergency
preparedness 33% 8% 19% 48%


When it comes to media consumption, the study also found that there is significant crossover in use between English- and Spanish-language media among Hispanic consumers, regardless of their language preference. The research found that only about one-third of participants who predominantly speak Spanish at home consumed all of their broadcast media in Spanish. Consistent with other existing research, the study confirms that TV is the leading media source among Hispanics, followed by radio. And while language preference determines whether or not they watch or listen to Spanish-language media, it is not an influence when it comes to print consumption since 84 percent of those Hispanics that predominantly speak Spanish in the home indicated that they read English publications.

"When planning communications programs for our clients, it is important to know not only what issues matter most to Hispanics but where they go to obtain information about those topics," said Diaz de Villegas. "This research helps us identify the role that media and other influencers play in that dynamic."

FH Hispania conducted the study to mark the 5th anniversary of the creation of Fleishman-Hillard's specialty communications unit that provides Hispanic public relations and communications services to Fortune 500 companies, and government and nonprofit clients." HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=34961 0 Adapting to US life ups Latinas’ preterm birth risk http://www.hispanictips.com/2008/02/07/adapting-life-latinas-preterm-birth-risk/ http://www.hispanictips.com/2008/02/07/adapting-life-latinas-preterm-birth-risk/#comments Thu, 07 Feb 2008 16:30:19 +0000 tomasz http://www.hispanictips.com/2008/02/07/adapting-life-latinas-preterm-birth-risk/ "A new study hints that adapting to US culture may be hazardous to Hispanics' health.

In a study of pregnant Hispanic women, those who spoke English well -- a sign of acculturation -- were four times as likely to suffer preterm births as their peers who were not proficient English speakers. The English speakers also had lower levels of progesterone -- a hormone that is essential for maintaining a healthy pregnancy.

Study investigator Dr. R. Jeanne Ruiz from the University of Texas Medical Branch at Galveston told Reuters Health, acculturation "is doing something to their physiology and the key question is what. The sooner we investigate the better."" HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=34954 0 La Negrita: Finding Oneself Through Acculturation http://www.hispanictips.com/2008/02/06/negrita-finding-oneself-through-acculturation/ http://www.hispanictips.com/2008/02/06/negrita-finding-oneself-through-acculturation/#comments Wed, 06 Feb 2008 17:48:52 +0000 tomasz http://www.hispanictips.com/2008/02/06/negrita-finding-oneself-through-acculturation/ "The stereotypical story of US Hispanics is that of a Mexican running across the Border or that of a Cuban risking their life on a shabby raft for a better life in the U.S. They are often depicted as running behind trucks in hopes of scoring a job in manual labor or they are portrayed as single mothers with no education, no job and a handful of children. Even my parents' story can fit right into the American stereotype of Hispanics. My mother's struggle as a five year old girl who only spoke Spanish when she moved to the United States and had to grow up in a home with her mother who could barely pay the bills on her own and eight of her other siblings some of who she had to help raise is very stereotypical as well as my father who came to America in his twenties and struggled to get by, got his citizenship thirty years later and til this day barely knows English.
" HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=34921 0 Blogante News for Monday – February 4th, 2008 http://www.hispanictips.com/2008/02/04/blogante-news-monday-february-4th-2008/ http://www.hispanictips.com/2008/02/04/blogante-news-monday-february-4th-2008/#comments Mon, 04 Feb 2008 18:46:18 +0000 tomasz http://www.hispanictips.com/2008/02/04/blogante-news-monday-february-4th-2008/ Today's Blogante News Brought to You by: Nationwide Insurance's havethetalkamerica.com - Please thank them by visiting their site

Top Stories --» view the latest 50 headlines or 25 excerpts

Puerto Rico Home of Deadly Syndrome - world’s highest incidence of a fatal type of albinism

Puerto Rico school crisis could hit Central Florida

Did someone use America’s Most Wanted tip line to get rid of undocumented immigrants in Columbus, Ohio???

Illegal immigrants come to Texas from inside the U.S. as other states pass tough laws

My Picks (Tomás' handpicked hispanic highlights) --» view the latest 50 headlines or 25 excerpts

Madrid museum hosts unique Picasso exhibition

Mexico’s new bumper crop: More illegal immigrants?

Zoot suits live on in thriving biz - Suavecito Apparel co-founder Craig Peña tells how his zoot-suit business got started - and where it draws the line. (Fluorescent yellow, yes; denim, no.)

TOP 5 IMMIGRATION MYTHS OF THIS CAMPAIGN SEASON: Ending the Immigration Spin - Just the Facts

St. Fabiola: An art exhibit reminds a Cuban exile how she learned to appreciate her name.

‘The African Presence in México’ breaks new ground

Abel Salazar - a new citizen eager to vote

Democratic Presidential Nomination Could Hinge on Divided Latino Vote

QuePasa Attempts Relaunch as Social-Networking Site - SiTV Creator Valdez Opens Door for Portal After Near Shutdown - (just what we need another social-network - I can’t even keep up with all of them)

Candidates vie for bite of ‘Big Enchilada’ - (don’t you think the BBC could come up with a better term for California than ‘Big Enchilada’ or am I being picky?)

Pundits need a new playbook when it comes to Latino voters

Hispanic cartoonist Gus Arriola, creator of Gordo, dies at 90

Latino voters set for ‘Super Martes’

Study: Latina enrollment up in colleges

Tostadas to a Salsa Beat - A Night Out With Ingrid Hoffmann

Eye Openers --» view the latest 50 headlines or 25 excerpts

Colombia Hosts Unprecedented Protest Against FARC and Asks the World to Join Them (Latina Lista)

Small Border Newspaper Catches Department of Homeland Security in a Big Lie (Latina Lista)

Mexican police search for ‘dirty war’ dead at former military base

Mexico’s programme to aid jailed mothers

FBI Witch Hunt Stokes Puerto Rican Independence Movement - As an anti-terror task force targets three young Puerto Ricans in New York, people take to the streets.

Durham’s Latino students at higher suicide risk, study says - North Carolina

Immigrant agencies feel rise in harassment - Tennessee

The Mariachi Divas, an all-female pan-Hispanic music ensemble, had them dancing in the aisles before Hillary Rodham Clinton’s rally at Cal State Los Angeles this morning. But the group was unceremoniously shown the door when the political program began.

The Arbiter Speaks Spanish - Boise State student newspaper

Sweeping migrant bill rushed to hearing (just days after made public) - Utah

Missouri leads in training local officers for immigration duties

Musician’s sounds survived the tomb - pre-Columbian bone instruments

Acculturation In The Texas-Mexico Border Region: Effects On Drinking Differ By Gender

Gene Linked to Preterm Birth Among Hispanic Women

Did You Know --» view the latest 50 headlines or 25 excerpts.

Did You Know? More Than Nine Million Latinos Are Expected To Vote In The Presidential Election This November

Quotes --» View the lastest 50 headlines or 25 excerpts

“There’s been a tremendous impact in Oklahoma City,” said David Castillo, the executive director of the Greater Oklahoma City Hispanic Chamber of Commerce. “We’ve had several companies close shop and leave the state. Banks have called us and say they’re closing 30 accounts per week.” - Due to Oklahoma’s new law

Election 2008 --» View the latest 50 headlines or 25 excerpts
(Are you registered to vote? Will you vote? You really, really should.)

Super Duper Surg(e)imiento: How Obama Is Cutting Into Clinton’s Latino Advantage « Of América

Key issues for Hispanic voters in New York

Latina Clinton Supporter Campaigns In Bronx

The Latino Voting Paradox

Immigration bomb is dud

Arkansas Electorate Part 3: Hispanics

Abel Salazar - a new citizen eager to vote

Democratic Presidential Nomination Could Hinge on Divided Latino Vote

New Jersey Sen. Menendez won’t rule out vice presidential bid

The Mariachi Divas, an all-female pan-Hispanic music ensemble, had them dancing in the aisles before Hillary Rodham Clinton’s rally at Cal State Los Angeles this morning. But the group was unceremoniously shown the door when the political program began.

Latino vote could boost Clinton in California

Tuesday vote big test for Latino clout with Democrats

Bill Clinton Woos Gov. Richardson

Obama and Latinos: Santa Ana Ground Zero

Candidates vie for bite of ‘Big Enchilada’ - (don’t you think the BBC could come up with a better term for California than ‘Big Enchilada’ or am I being picky?)

Pundits need a new playbook when it comes to Latino voters

More Latinos turn to Obama - California

Latinos in presidential catbird seat - Recent surges in activism and clout have the campaigns in a frenzy to round up what could be 10 million swing votes

Latino vote is the winning ticket for Super Tuesday

Latino Caravan for Clinton Drives Through Upper Manhattan

The sleeping giant is stirring - (that be us)

Menendez says Clinton is ahead; Sires predicts 80% of Hispanic vote for New York Senator - New Jersey

Group Reaches Out to Hispanic Voters - The National Alliance for Hispanic Health

Latino voters set for ‘Super Martes’

Did You Know? More Than Nine Million Latinos Are Expected To Vote In The Presidential Election This November

The Emerging Influence Of Hispanic Voters

Bill Clinton Woos Hispanics

Tostadas to a Salsa Beat - A Night Out With Ingrid Hoffmann

La Opinión endorses Barack Obama

Blogante Business more at: Business | Marketing | Real Estate | Media | Internet

Listen to podcast interview with Sergio “El Sensei” Barrientos, chief creative officer, Latin3 about games as a media vehicle - Hispanic MPR

Historic FCC session on No Urban/No Hispanic dictates

Miller, Bud join Mexican-style beer craze

Housing market booms in Mexico

Volkswagen announces $1 billion investment in Mexican plant

Dallas Mayor Sells Dallas to Mexico

Girls Battle for Ultimate Party - WWE Holds ‘Ultimate Quinceanera’ Contest With Spanish Nets

Zoot suits live on in thriving biz - Suavecito Apparel co-founder Craig Peña tells how his zoot-suit business got started - and where it draws the line. (Fluorescent yellow, yes; denim, no.)

Palomita™ Brings in the New Year with Jerry Leigh

QuePasa Attempts Relaunch as Social-Networking Site - SiTV Creator Valdez Opens Door for Portal After Near Shutdown - (just what we need another social-network - I can’t even keep up with all of them)

Global Conference Partners(R) Launches New Spanish Language Free Conferencing Service

Anita Santiago Advertising Named Hispanic Agency of Record by Compass Bank

“There’s been a tremendous impact in Oklahoma City,” said David Castillo, the executive director of the Greater Oklahoma City Hispanic Chamber of Commerce. “We’ve had several companies close shop and leave the state. Banks have called us and say they’re closing 30 accounts per week.” - Due to Oklahoma’s new law

Dish Network Adds History Channel en Español

Blogante Entertainment+ more at: Entertainment | Musica

Piano versatility of Fernando Otero and Omar Sosa

Confirmed: Peewee Is Leaving Kumbia All Starz

Alejandro Sanz Could Be Declared “Unwelcome” in Venezuela

Marc Anthony Could Miss JLo’s Delivery

María Antonieta Collins Is Leaving Telemundo

Juanes to Present at the GRAMMY Awards

Eva Mendes Checked into Rehab

David Valdes, Film Producer - Latino nominated for an Academy Award in cinematography

Eva Mendes Treating “Personal Issues”

Actress America Ferrera offers a message determination to Catholic youth

‘Ugly Betty’ star Ortiz is in the red with Badgley and Mischka

‘Soledad’ takes top nods at Goyas

Antonio Banderas’ father, 87, dies at actor’s home in Spain

She was ready for things to turn ugly - Mexican actress Bárbara Mori wants to be more than a pretty face, and she has the fake buck teeth and fat suit to prove it.

Singer Ana Garcia sets Christian spirit to salsa beat - Cleveland

People en Espanol Launches Online Search for ’51st Most Beautiful’ - Magazine Goes Multiplatform for Popular Annual Edition, Asks Web Users to Submit Their Own Photos

Did someone use America’s Most Wanted tip line to get rid of undocumented immigrants in Columbus, Ohio???

Tostadas to a Salsa Beat - A Night Out With Ingrid Hoffmann

Did You Know? DishLATINO now carries 37 Spanish-language channels to the U.S. market

Blogante News from all the other categories - View all categories | states | metros | sitemap -- special mention to immigration

House OKs blocking illegal immigrants from Virginia colleges | HamptonRoads.com | PilotOnline.com

Senate Bill Toughens Immigration Laws - Mississippi

TOP 5 IMMIGRATION MYTHS OF THIS CAMPAIGN SEASON: Ending the Immigration Spin - Just the Facts

Worthington’s Hispanic population dates way back - Minnesota

Marchers protest Minuteman conference - Kansas City, Missouri

Illegal Immigration Expected To be Big Topic at the State House - Indiana

Hispanics: Some places more welcoming than others - Sedalia, Missouri

Immigration battle divides Arizona GOP

Ruiz accepts job as Eugene’s city manager - Oregon

HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=34771 0 Acculturation In The Texas-Mexico Border Region: Effects On Drinking Differ By Gender http://www.hispanictips.com/2008/02/04/acculturation-texas-mexico-border-region-effects-drinking-differ-gender/ http://www.hispanictips.com/2008/02/04/acculturation-texas-mexico-border-region-effects-drinking-differ-gender/#comments Mon, 04 Feb 2008 16:15:18 +0000 tomasz http://www.hispanictips.com/2008/02/04/acculturation-texas-mexico-border-region-effects-drinking-differ-gender/ "Previous research has shown that immigrant groups that acculturate to mainstream American culture tend to have more alcohol-related problems. Most of this research, however, has been conducted among Hispanic populations living in U.S. metropolitan areas. A study of Hispanic populations along the Texas-Mexico border has found that acculturation appears to have different effects on drinking by men and women." HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=34690 0 Latino Imagineers Changing Face of TV Advertising http://www.hispanictips.com/2008/01/16/latino-imagineers-changing-face-advertising/ http://www.hispanictips.com/2008/01/16/latino-imagineers-changing-face-advertising/#comments Wed, 16 Jan 2008 16:01:32 +0000 Tomas http://www.hispanictips.com/2008/01/16/latino-imagineers-changing-face-advertising/ "A 3D animation studio has pledged to help mainstream media and corporations connect with the prosperous Hispanic community. Cilantro Animation Studios, a harmonious mix of Pablo Picasso and Bill Gates types, was founded when its leaders saw a social and financial need to correct cultural misunderstandings in TV advertising (http://www.cilantroanimation.com).

Cilantro executives hope to satisfy a deep and growing hunger for acculturated Latino entertainment. To meet this need they are developing TV advertising, TV programs, and movies that expand on the popular telenovelas, and improve on English-language content that is often poorly translated into Spanish.

"The Spanish market has been lumped into a big bucket, and that doesn't serve the market properly. Who's your audience, what is their age, what are they consuming, what are they watching, what technology are they using, where do they come from historically? If you don't know that, you won't be able to stay connected to your customers and your audience and grow your business with," says Salvatore Cavalieri, president and CEO of Cilantro Animation Studios in Boca Raton, Florida.

Cavalieri and co-founders Katty Arzola, senior vice president of marketing and public relations, and Francisco Sinta, vice president of sales and strategic alliances, all bring impressive resumes to the enterprise. Their combined experience includes award-winning stints in marketing, real estate, sales, animated presentations, public speaking and engineering. And they share the belief that corporations often fail to tap the trillion dollar Hispanic economy for one reason: false assumptions.

It is incorrect to assume that all Hispanics have roots in the Mexican culture. In fact, Latinos hail from many nations -- Mexico, Cuba, Peru, Venezuela, Colombia, Argentina, Ecuador, and many more -- with distinctly different customs and sensitivities. That's why cultural generalizations won't work when making Hispanic TV commercials (http://www.cilantroanimation.com).

Arzola says reaching Hispanics with 3D animation is difficult because of the different levels of acculturation. "Hispanic is much more than a language, it's a culture. You can be very Hispanic in your culture and not know any Spanish. Corporations can speak to these people in English and still miss the target, because they're not hitting the mark culturally."

The Cilantro founders say they can help correct the problem in TV advertising because they all hail from different Latino nations - Cavalieri was born in Venezuela; Sinta, Mexico; Arzola, Peru - yet each has been educated in the United States. And the rest of Cilantro's staff members represent a wide range of educational backgrounds and Latino-American cultures.

Cavalieri's vision for Cilantro Animation is greatly influenced by Walt Disney and his imagineers. As a boy Cavalieri was hypnotized by the Disney World characters and inspired to create his own world of 3D animation (http://www.cilantroanimation.com). But with one big difference: He would people his stories with walking, talking representatives of the diverse Hispanic-American community.

Today, Cilantro Animation Studios uses high-tech software and motion capture technologies to create unique 3D animated characters and concepts for the entertainment and advertising industries. The Cilantro team has also created a proprietary FTP file exchange application -- the CyberLoader -- that can upload and download up to 50GB, ending e-mail limitations. These advancements make it possible for the Cilantro staff to create TV advertising, movies and television programs that are specifically targeted to the appetites of the U.S. Hispanic audience.

Contact:

Salvatore Cavalieri

Cilantro Animation Studios

scavalieri @ cilantroanimation.com

Boca Raton, Florida 33432

Phone/Fax (866)741-6075

http://www.cilantroanimation.com/" HispanicTips.com - A Blogante News Service For, From & About Hispanics & Latinos]]> http://js-kit.com/rss/www.hispanictips.com/p=33947 0