CENSUS

IT’S ALL IN THE NUMBERS

May 2011
Sonia Sroka
Senior Vice President
Director of Hispanic Marketing
Porter Novelli

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“IF YOUR BRAND STRATEGY IS NOT HISPANIC-READY, IT
IS TIME TO LOOK AT THE NUMBERS AND ASK YOURSELF
WHAT YOUR BUSINESS CAN DO TO BETTER CONNECT
WITH THIS POWERFUL MARKET.”

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Photo provided by Creative Commons/Municipal de Piñas

 SONIA SROKA
SENIOR VICE PRESIDENT, DIRECTOR OF HISPANIC MARKETING

LOS NÚMEROS NO MIENTEN

THE NUMBERS DON’T LIE

WHY CONTENT THAT ENGAGES THE HISPANIC MARKET IS ESSENTIAL FOR A BRAND’S SUCCESS

The Hispanic market in the United States is now
$1 trillion—and growing. But roughly 50 percent
of all U.S. brands still don’t include Latinos in
their marketing mix. If your brand strategy is not
Hispanic-ready, it is time to look at the numbers
and ask yourself what your business can do to
better connect with this powerful market.
In this issue of Amplify, we will draw from
information in the latest Census and elsewhere
to look at the growing Hispanic population in
the United States: Who they are, why they
are a critical component to success, and how
organizations can create content that effectively
reaches, engages and influences them.

The newly released 2010 Census data has

confirmed what Hispanic marketers have always
known: Hispanics are the fastest growing
demographic in the United States. With a
population of 51.2 million—one in every six U.S.
residents, a stunning 42 percent increase from the
previous census in 2000—Hispanics constitute
a critical component to every brand’s long-term
growth. While that may be old news for some of
us, the strength of the Hispanic market should
serve as an eye-opener for many organizations.

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¿QUIÉNES SOMOS?
WHO ARE WE?

WHO ARE HISPANICS AND HOW ARE THEY MAKING AN IMPACT ON BRANDS?

In order to reach and inspire Hispanics in ways that
strengthen relationships and drive real business
results, it is critical that brands and marketers
understand who Hispanics are and what motivates
them. While “Hispanic” is an overarching term that
denotes a diverse group of people from many
different countries, there are many critical factors—
from language to familial ties to shared social and
cultural traditions—that unite them and should
serve as fundamental understandings for marketers
seeking to reach them.
Though they are relatively young, Hispanic families
enjoy strong incomes. According to the Ad Age
white paper, as of 2008, Hispanic married couples
have the highest income of any household type,
with an average income of $63,000. Clearly, in
addition to being a major contributing factor to
U.S. population growth, Hispanics have significant
buying power.

According to Ad Age’s “2010 Hispanic America,”

the median age of Hispanics is just under 28, which
means that 75 percent of Hispanic adults fall within
the powerful 18-49 demographic, compared to 56
percent of non-Hispanics. Hispanic households are
young, and often form large, traditional, married-
with-children families that welcome participation
from grandparents and other extended relations.

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 “CONTENT MUST EFFECTIVELY COMMUNICATE AN
UNDERSTANDING OF THE COMMUNITIES WHERE
HISPANICS LIVE—AS WELL AS THE IMPORTANT ROLE
THAT COMMUNITY PLAYS IN THEIR LIVES.”

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Photo provided by Creative Commons/Wallula Junction

LA CIUDAD DONDE VIVIMOS
WHERE WE LIVE
WHERE IS THE HISPANIC POPULATION GROWTH OCCURING?

U.S. births have now surpassed Latin American
immigration as the source of Hispanic population
growth. According to Bloomberg, Hispanic birth
rates climbed 27 percent from 1990 through 2010.
In comparison, the overall population saw a 7.5
percent decline in birth rates. This means that
from 2000 through 2010, the Hispanic birth rate
increased 14 percent, while the U.S. population
declined two percent.
As native births increase the Hispanic population,
they also strengthen connections to these specific
geographic regions. Marketers aiming to engage
Hispanics must not only keep in mind who they are,
but also where they are. Content must effectively
communicate an understanding of the communities
where Hispanics live—as well as the important role
that community plays in their lives.

States in the south and west saw an increase in

population by 13 percent to 14 percent, while states
in the midwest and northeast only saw an increase
of three percent to four percent. The U.S. Hispanic
population grew dramatically by double digits in
several states, including in Nevada (82 percent
increase), Colorado (21 percent increase), Texas (42
percent increase) and Virginia (71 percent increase),
and made substantial gains in Arizona and Florida
as well.

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VIVIENDO LA VIDA DIGITAL
LIVING THE DIGITAL LIFE
REACHING HISPANIC CONSUMERS WITH MOBILE TECHNOLOGY AND SOCIAL MEDIA
U.S. Hispanics are avid technology users,
consistently seeking new and more efficient tools
to stay connected with family and friends while
staying informed of current events and online
deals. As a result, marketing through digital, mobile
and social media seamlessly integrates with this
market’s technological behaviors. Though U.S.
Hispanics are increasingly engaging in online
interaction, 78 percent of companies haven’t used
these emerging technologies to connect with this
market.
U.S. Hispanics are active Internet users and by 2014
70 percent of this population is expected to be
online or 39.2 million people. According to a recent
SIMM Survey data, U.S. Hispanics have a strong
presence in social media: showing 54 percent
are on Facebook and 11.4 percent on Twitter,
compared to 43 percent and 4.8 percent of the
overall population. As technological advancements
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continue to evolve, we will see that U.S. Hispanics
will have a strong influence on mobile technology
and social media. Brands that engage with the
U.S. Hispanic market will see strong results through
convenient mobile marketing.
According to a recent study from Scarborough
Research, use of mobile phones by U.S. Hispanic
adults has increased 26 percent since 2006,
compared to only 18 percent among the general
public. In addition, the study also found that 64
percent of U.S. Hispanics with a mobile phone use
it for text messaging, compared to 56 percent of
all mobile users. U.S. Hispanics are also more likely
to download or listen to music on a wireless device
(22 percent vs. 15 percent), play games (19 percent
vs. 15 percent), and access social networks (12
percent vs. 10 percent).
“BRANDS THAT ENGAGE WITH THE U.S. HISPANIC
MARKET WILL SEE STRONG RESULTS THROUGH
CONVENIENT MOBILE MARKETING.”

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Photo provided by Creative Commons/John.Karakatsanis and Creative Commons/NetpopJosh

 Photo provided by Creative Commons/jÖrg

“THE RELATIONSHIP WITH MAMI BLOGUERAS WILL

RESULT IN MESSAGING THAT REACHES WELL BEYOND THE
SCOPE OF THE BLOG, AS ITS READERS WILL ALSO SHARE
CONTENT AMONG THEIR EXTENDED COMMUNITIES.”

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LA INFLUENCIA LATINA
THE LATIN INFLUENCE
THE POWER OF MAMI BLOGUERAS

More than ever, marketers seek to establish
relationships with mommy bloggers for their strong
influence among family, friends and the community
around them. With one out of five moms in the
U.S. self-identifying as Hispanic, brands interested
in expanding their influencer base should reach
out to the growing number of U.S. Hispanic Mami
Blogueras (mommy bloggers).
Brands that want to execute a U.S. Hispanic social
media campaign should connect with a U.S.
Hispanic blogger who has strong and consistent
content in English, Spanish or “Spanglish.” The
relationship with mami blogueras will result in
messaging that reaches well beyond the scope
of the blog, as its readers will also share content
among their extended communities.

U.S. Hispanic bloggers are overwhelmingly female,

and focus primarily on sharing brand information,
reviewing products, communicating with each
other and offering advice. They have established
themselves in the U.S. Hispanic online community
as experts, influencers and friends. Due to the
willingness of mami blogueras to share their
personal stories and ideas in Spanish, English or
“Spanglish,” they have a solid following of readers
who strongly relate to them and actively share their
content—placing greater importance on cultural
relevancy and sensitivity for marketers seeking to
successfully engage with them.

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 ILENE SMITH, M.S., R.D.
EXECUTIVE VICE PRESIDENT, DIRECTOR, FOOD & NUTRITION
EL BUEN SABOR
GOOD TASTE
HOW CAN FOOD AND BEVERAGE MARKETING INSPIRE HISPANIC AUDIENCES?
With 2011 predicted to be a challenging year for
food and beverage companies, Hispanic consumers
look to be a bright spot. According to a 2010 study
from the Latinum Network, Hispanics are now the
most important driver for growth in the food and
beverage sector. The study finds that between
2005 and 2008, Hispanic inflation-adjusted new
spending on food and beverages outpaced that
of non-Hispanics by $12 billion ($52 billion vs. $40
billion), driving new spending in categories that are
otherwise flat or declining: fish and seafood, fresh
fruit juice and dairy products. Latinum also says
that Hispanics eat out more than non-Hispanics,
as the younger and more culturally assimilated
Hispanics drive growth in fast food and full-service
restaurants.
Hispanics also spend a greater share of their
household expenditures on food, 15.3 percent
vs. 12.5 percent for non-Hispanics, even though
on average, they earn less than non-Hispanics.
Why? First and foremost, Hispanics tend to have
larger families. There’s also a greater emphasis
on family mealtime and on cooking from scratch.
According to Porter Novelli’s 2010 Styles consumer
communication-planning database, Hispanic
consumers are more likely to agree that processed
foods are less healthy (46 percent vs. 40 percent)
and less likely to agree that processed foods are
more convenient (40 percent vs. 50 percent).
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Content that emphasizes freshness can make a
strong impact—as can messaging with a primary
emphasis in family and togetherness. Food and
beverage companies seeking to create effective
content for Hispanics should draw from themes
that underscore traditional family values. Despite
high proficiency in digital and mobile technology,
Hispanics place special emphasis on tradition,
a core value manifested daily at meal times.
With strong ties to family, and an immigrant
perspective on the importance of stability and
providing children with opportunities for a
better life, Hispanics see meals as more than
just consumption—they are about strengthening
connection and underscoring values. While the
media that convey these truths can be quite
advanced, the messages themselves should be very
traditional.
More than ever, American food and beverage
brands are succeeding with Latino-influenced
product offerings, bilingual packaging, targeted
promotional efforts or all three. Last summer,
Budweiser signed on to be the presenting
sponsor of the U.S. tour of Mexican singer Vicente
Fernandez for the next three years. Kraft’s Comida
y Familia features a suite of online and social
media tools for the tech-savvy Latina, while Pepsi
encouraged Hispanics to tell their personal stories
last year with its Yo Sumo (I Count) program.
 HEADLINE TK

Photo provided by Creative Commons/j.reed

“FOOD AND BEVERAGE COMPANIES SEEKING

TO CREATE EFFECTIVE CONTENT FOR HISPANICS
SHOULD DRAW FROM THEMES THAT UNDERSCORE
TRADITIONAL FAMILY VALUES.”

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Photo provided by Creative Commons/jessica mullen

“HEALTH CARE COMPANIES THAT HOST OPEN FORUMS
WHERE HISPANICS CAN SHARE THOUGHTS, VALUES AND
IDEAS WILL POSITION THEMSELVES TO BE LONG-TERM
CATEGORY LEADERS FOR THE HISPANIC MARKET.”

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Photo provided by Creative Commons/Davichi

 SUSAN HAYES
PARTNER, DIRECTOR OF GLOBAL HEALTH
LA SALUD PRIMERO
FIRST HEALTH
HISPANIC HEALTH CARE MARKETING IN THE 21ST CENTURY
The cultural shift being driven by Hispanics will also
create some unique challenges and opportunities
in the delivery of health care and assurance of
optimal health and wellness in diverse populations.
For example, the Hispanic senior population is
expected to grow from two million in 2002 to more
than 13 million by 2050. They will then account for
more than 16 percent of the population, the largest
racial or ethnic minority group in this age range.
Hispanics are already outpacing other populations
in prescription drug spending and this will only
increase as this growing population ages. Hispanics
constitute a huge market for the providers of
health care products and services, but only if
they know how to meet the unique needs of this
population.
Most Hispanics receive information about health
care from traditional media and the Internet (83
percent), from a doctor (71 percent) or from family,
friends, churches and community groups (70
percent), according to a Pew Study on Hispanics
and health care. Still, 66 percent of English-
speaking and 43 percent of Spanish-speaking
Hispanics have greater problems communicating
with their doctors than other demographics.
Developing culturally appropriate and actionable
health information and content for Hispanics
starts with understanding their beliefs about
health, how they acquire information and what will
resonate with them. Promotional brochures and
patient forms should be printed in Spanish and use
culturally sensitive graphics, but should avoid the
mistake of word-for-word translations from English,
since many concepts and words in English don’t
convert easily. In addition, increasing the health
care industry’s current level of activity within social
media will present unique opportunities to inform
and inspire dialogue with and within Hispanic
communities. Health care companies that host
open forums where Hispanics can share thoughts,
values and ideas will position themselves to be
long-term category leaders for the Hispanic market.
In addition, partnerships with known, trusted health
advocacy organizations can be invaluable.
While providing these opportunities, though,
organizations must always appreciate linguistic
and cultural distinctions among Hispanics, who
come from areas as distinct and diverse as Puerto
Rico, Mexico, Central and South America. Hispanics
should not be considered one homogeneous group.
Sound market research and segmentation, coupled
with a deep understanding of the audience,
is critical when designing health-marketing
campaigns that will lead to new behaviors. Health
professionals and marketers must be aligned
to provide Hispanics with the kind of culturally
relevant experience that engages dialogue and
transforms behavior to benefit health. By doing
so, it is possible to develop a mutually beneficial
relationship that has the potential to create a
loyal—and healthier—lifelong consumer.
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 Photo provided by Creative Commons/procsilas

PORTER NOVELLI GLOBAL HEADQUARTERS

75 Varick Street, 6th Floor
New York, NY 10013
Direct 212.601.8000
Fax 212.601.8101
www.porternovelli.com

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