According to BIGresearch”s SIMM 10 Profiles Hispanic Diversity survey, Hispanics should not be treated as one category. Instead, they are split into several racial ethnic descents by their own choice. Of the 14,439 consumers surveyed, many report being from multiple racial ethnic descents. In SIMM 10, Hispanics identified themselves racially as: as Caucasian (44.2%), Other Race / Heritage (34.6%) and Multi-Racial (16%). “The breakout of Hispanic/Caucasian, Hispanic/Other Race and Hispanic/Multi-Racial consumers reveals differing cultural identities within the categories which give a real insight into the complexity of marketing to Hispanics who have their own internal diversity,” said Joe Pilotta, VP, Strategy of BIGresearch. Age and income as social and cultural markers of mobility within Hispanic groups are also items to note. Hispanics who identify themselves as being Caucasian are generally older and report a higher income than other Hispanic races.
“Still too often marketers and advertisers lump Hispanics into over-simplified categories. Through increased research we aim to help advertisers and marketers better understand how they can optimize their ad dollars by effectively targeting niche markets within the Hispanic market, that often times have more affinity for a product or service,” said David Taggart, general manager Televisa Publishing. “If marketers are interested in strategic media planning and ROI, then cultural differences must truly be a part of a consumer-centric model, not just another variable,”said Pilotta. A complete report comparing Hispanic niche markets is available from BIGresearch. http://www.formsite.com/prosper/info