How the numbers Impact Interactiv e Strategies
The Census 2010: How the Numbers Impact Interactive Strategies
May 12, 2015
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Mary ZerafaVice President Integrated Marketing, impreMedia
Cynthia CorzoEditor, Hispanic Market Weekly
Evan BacalaoSenior Director of Civic Engagement, NALEO
Gustavo RazzettiChief Strategy & Engagement Officer, Grupo Gallegos
Webinar Presenters
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Hispanics… …are expected to transform large parts of our economy and culture to a greater extent and in new ways
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sThe 2010 Census – 10 Questions
1. How many people were living or staying in this house, apartment or mobile home on April 1, 2010?
2. Were there any additional people staying here April 1, 2010 that you did not include in Question 1?
3. Is this house, apartment or mobile home owned by you or someone in the house with a mortgage? Owned free and clear? Rented? Occupied without payment of rent?
4. What is your telephone number (number to call if an answer is unclear)?
5. Names of the individuals living in the home.
6. Sex of the individual inhabitants of the home.
7. Ages and dates of birth of the individual inhabitants of the home.
8. Are any the individuals living in the home of Hispanic, Latino or Spanish origin?
9. The race of the individual inhabitants of the home.
10. Do any of the individuals live or stay somewhere else?
With some paraphrasing for brevity,here are all 10 questions on the 2010 Census form:
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Census vs. American Community Survey
Every 10 YearsIncludes 10 questions:•Persons in household•Age•Ethnicity, race, country of origin•Housing type and owner/renter•Gender•Relationships among household members
Ongoing monthly sample ~2m/yearIncludes 48 questions:•All decennial census questions•More detail on housing characteristics•Occupation & Public assistance data•Educational attainment•Language spoken at home and English ability•Place of birth and citizenship status•Income, Employment, etc.
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• Hispanic Market Info is a blog providing the latest in news, research, and upcoming event information on marketing to Hispanics in the U.S.
• Hispanic Market Info is written by authors who are recognized authorities in Hispanic marketing and media.
• Agencies, advertisers, and influencers turn to the blog for market insights from the No.1 Hispanic news and information company in the U.S.
A Blog for Hispanic Marketers
• Sign up for your free e-newsletter with headlines from www.hispanicmarketinfo.com
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Latinos are the largest minority in the U.S.
50% of the U.S. population growth was driven
by increases in the Hispanic population
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Population by Hispanic Origin and Race
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Hispanics have the highest purchasing power among any racial or ethnic group
to grow to
$1.5 trillionin 2015
Estimated
$1 trillionin 2010
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U.S. Hispanic Purchasing Power
Hispanic purchasing power will rise to $1.5 trillion in 2015, larger than the economies of all but 8 countries in the world
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That’s an astounding 457% increase over 1990
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- that Hispanics are Fiercely Brand Loyal
What do companies need to know about this purchasing power?
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As research indicates –
85%
of Hispanics prefer
to buy a more expensive
but trusted brand over
a less expensive
one they don’t know
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The Hispanic
Market
is changing
the way that
agencies and
the media think
about
Latino-focused
marketing
campaigns
and advertising
dollars
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The Super Bowl of Demographics
by Gustavo Razzetti (@gusrazzetti)
Chief Strategy & Engagement @GrupoGallegos
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The Super Bowl of Demographics• High expectations attracting both
experienced Hispanic advertisers - the "aficionados" - and newcomers, the "casual fans.”
• The major event supporting the growing interest in the Latino market.
• In 2002, Hispanic ad investment soared to $3.4 billion (27.4% growth versus 4% in the previous year).
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General Market redefined
• Hispanics are 16% of total pop (50MM)• General Market is changing: now only 65.2% of Total
Population is white.• In Arizona, Texas, and California, Hispanics make up
30% or more of their total populations.
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A New Profile of The Latino Population• Not as concentrated as it used to be.• Spanish still plays a big role at home.• Average income continues to increase.• Growth is driven by US born Latinos
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Latinos are Leading Growth in U.S.• Hispanics contributed 55% of the overall population
growth.• Without HA, population of many States would have
shown a decrease.• The Hispanic population in 37 states has increased by
over 50 % between 2000 and 2010. • 9 States had a Hispanic growth of 100% or more.
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Forever Young?
• 1 out of 4 babies – 2 year old or younger- are
Latinos.
• 22% of people of age under 18 are from Hispanic
origin.
• Latino population under 35 years old grew 51.5%
in the last two decades versus a 7.3% growth for
non-Hispanic whites.
• While most of Latinos (61.8%) are still under 35
years old, the number has reduced significantly
(68.7%in 1990).
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sInternet Penetration is Catching up to GM
NCS/NHCS: FALL 2010, 2009, 2008 ADULT FULL YEAR (OCT '09 - DEC '10)
Higher acculturated Hispanics even outpace GM penetration
2008 2009 20100%
10%20%30%40%50%60%70%80%90%
100%
GMHispanic LearnerStraddlersNavigators
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Social Media is Also Exploding
22 million Hispanic visitors70% Hispanic Reach
125% Annual Hispanic growth
3.2 million Hispanic visitors 10% Hispanic reach
22% Annual Hispanic growth
18 million Hispanic visitors 58% Hispanic reach
25% Annual Hispanic growth
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sMobile has become The New Web
Index 226 Index 148Index 161Index166
AccessDigital Music
Access News or
Information
Watch Videosor TV
Access Social
Networks
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sConsumption of Media in both Languages, has become the New Norm
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Implications for Marketers For “aficionados”:• Expand your efforts beyond the traditional Hispanic DMAs. • Unique opportunity of targeting bicultural, bilingual Hispanics to
grow their business among Latinos.• Test media and messages in both languages.
For "casual fans”:• With Digital and New media explosion, Pilot Programs in specific
DMAs can be developed very effectively and efficiently.
For both “aficionados” and “casual fans”:• Consider the "new Latino DMAs" as the perfect testing ground,
specially for new products and youth or technology related initiatives.
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Implications for Marketers (cont’d)
• Retailers and regional brands should start considering Latinos as the new General Market.
• In specific categories (mobile phones, tablets, luxury goods, etc) Latinos is the way to grow the business.
• From an engagement standpoint; we need to go beyond advertising to effectively tap into this mobile, digital, and bicultural consumer.
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sYou don't need to wait for the next Super Bowl of demographics.
The game of Latino marketing happens every week.
The NALEO Educational Fund is the leading nonprofit organization that facilitates full Latino participation in the
American political process, from citizenship to public service.
It achieves this mission through three primary programmatic departments:
Policy, Research & Advocacy (PRA)
Civic Engagement (CE)Constituency Services (CS)
Who we are
Reapportionment 2010 Census – Latino Growth
The overall population increases by 10%. Latino population grows 43%, and reaches 50.5 million mark.
Latinos are 56% of America’s growth.
Latinos prevent net population decline in IL, NJ, NY, & other states.
South sees dramatic Latino growth – NC Latino population doubles (111%).
Almost 1 in 4 youth (under 18) in the United States is Latino.
In 2009, 92% of Latinos under 18 years of age were born in the United States.
Growth, and Continued Need
Latino CVAP, Registration, and Turnout in General Elections
Reapportionment 2008 Presidential Elections
GOP Latino voters deliver critical win to McCain in Florida.
Democratic Latino voters save Hilary Clinton’s primary campaign.
Record Latino turnout – 28% increase over 2004.
Latinos reshape the political map, including those with emerging Latino communities.
Assoc. Press
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IAB Updates www.iab.net• Educational Webinars
– Navigating the Cross-Section of Consumer Insights, Sentiment, & Online Behavior – hosted by SAS & Organic,
• July 13, Noon EST – Compliance with IAB’s New Member Code of Conduct
• July 27, Noon EST
• Professional Development Classes– On-demand training classes available @ iab.net
• Conferences– Mobile: IAB Marketplace, July 18, NYC– MIXX Conference, Expo, & Awards, October 3-4, NYC– Ad Operations Summit, November 7, NYC
• Networking– IAB and NY Ad Club Sponsored By Discovery Communications
• August 2, 6pm-8pm, NYC
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The Census 2010:How the numbers Impact Interactive
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