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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
• The American Media Mom
• Breakthrough Innovation
• Boomers Update
• Cultivating Multicultural Success
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer: The Hispanic Market Imperative
Mónica Gil, SVP, Public Affairs and Government Relations, Nielsen
Sabrina Crow, SVP/Managing Director, Global Client Business Partner for Univision, Nielsen
@nielsenwire #diverseintelligence
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Today’s presenters
Mónica Gil, SVP Public Affairs and Government Relations, Nielsen
Sabrina Crow, SVP/Managing Director, Global Client Business Partner for Univision, Nielsen
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Nielsen Diverse Intelligence Insight series• In 2011, Nielsen launched a diverse intelligence insight series to help marketers better
understand the media and purchasing behaviors of key consumer segments.
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
First things first
Latinos vs. Hispanics?
35% 14% 50%
Source: Pew Research
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Poll question
Which best describes your primary area of responsibility?
a) Marketingb) Salesc) Researchd) General management
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Latinos Are Vital to America’s Future
@nielsenwire #diverseintelligence
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
The Hispanic market offers unique growth prospects within our borders
The per-capita income of U.S. Hispanics is higher than any one of the highly coveted BRIC countries (Brazil, Russia, India, China).
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
Goldman Sachs Global Economics, Commodities & Strategy Research: BRICS Monthly Issue 11/06, June 24, 2011. Hispanic per capita income is from Census in 2009 constant dollars. Hispanic per capita income is second to Russia, but above Brazil, China and India.
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Hispanic population growth projected to outpace all ethnic groups over the next 40 years
* Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islanders
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
1 3 1 Latinos are born
Source: U.S. Census Bureau Population Projections
Every hour in the U.S.
Hispanics continue to experience dynamic growth vs. the general population
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Not just the coasts: Hispanics are across the nation
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Can you afford to miss out?
20152010
$1 Trillion
buying power
$1.5 Trillion buying power
52 million Hispanics in
the U.S.
50% growth in
purchasing power by
2015
The growing purchasing power of the Hispanic consumer
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Poll question
What is your company’s annual budget for U.S. Hispanic marketing?
a) Less than $1 millionb) Between $1 million and $10 millionc) Over $10 milliond) Do not know/None
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Higher income Latino households showing significant growth
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Younger demographics provide focused marketing opportunities
Median age:
Hispanic = 28U.S. general = 37
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
16
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Latinos fuel growth in key sectors
Source: IBIS World, producer of Industry Research Reports
Residential buying
Food
Retail
Education
Financial
Transportation
Entertainment and media industries
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Further evidence of culture sustainability
Hispanic Adults say they want to be MORE LATINO
Hispanic adults say they want to be BICULTURAL
31%
60%
Hispanic parents want their children to be BILINGUAL
In 2011, intermarried couples classified their children as HISPANIC vs. 35% in 1991
90%
72%
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Role of language among the LatinosEnglish dominant Hispanic Adults now wanting to read, watch and explore more Spanish media
The Emergence of Bilinguals
Source: Nielsen Universe estimates 2011=2012; Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
28%
15%
25%
28%
4%
Language usage among U.S. Hispanic Adults
Only Spanish Only English Mostly English Mostly Spanish Spanish & English Equally
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Poll question
Which language is used by your company to market to U.S. Hispanics?
a) Spanishb) Englishc) Both Spanish and Englishd) None/Do not know
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Takeaways
Importance of new sustainability vs. old melting pot concept
Marketers can’t ignore cultural foundations
Latinos are fundamental component to business success 1
2
3
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
What Hispanics Watch
@nielsenwire #diverseintelligence
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Following the video: Hispanics show higher viewership on the Internet and mobile
125:48
142:05
On Traditional TV
6:50
11:52
Watching Timeshifted
TV
22:01
25:16
DVR Playback
6:29
3:52
4:20
3:37
Mobile Subscribers Watching Video on
a Mobile Phone
Watching Video on Internet
Monthly Time Spent in Hours:Minutes (Quarter 3 2011)
Hispanic Non-Hispanic White
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Factors driving co-viewing phenomenon among Hispanic viewers
+ +
Family size
Presence of children in household
Language aptitude
=
Higher Hispanic
co-viewing than
general market
*May 2011
Source: Nielsen
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Technology usage among Hispanics: Tracking well among all non-white segments
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
25
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Hispanics are immersed in and engaged with ‘online’ and ‘emerging platform’
60% 68%of Latino households own at least one video or Internet-enabled cell phone vs. 43% of the general market.
spend more time watching video on the Internet vs. non-Hispanic whites.
Source: Nielsen, Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Latinos exhibit significant—and substantial—growth in social media usage
Usage rates of TV + smart phones + social networking + online video + other
entertainment = one of most engaged and
dynamic targets
Source: Nielsen
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Takeaways
Leverage a mix of media and technology options to engage the Latino market’s lifestyle, culture and language preferences. 1
Capitalize on new technologies to reach the young and growing
Latino market 2
28
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
What Hispanics Buy
@nielsenwire #diverseintelligence
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
But Latinos spend more per trip than average*
$52 vs. $47
Latinos make fewer trips to the store than average*
143 vs.149
Distinctly different ‘buy’ behaviors displayed by Hispanics
Hispanics product consumption is indeed unique in many respects and well differentiated in comparison to U.S. consumers overall
* average= White Non-Hispanic
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Hispanics accelerating beverage trends
Beverage sales trends show powerful evidence of Hispanic consumers acting as: • the accelerators for growing
categories
• the brakes for declining ones
Category Example
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
What’s in the basket?
Private Label vs. Branded
For Hispanics, brand loyalty prevails in three categories
ALL CPG: 1) Hair care2) Baby products3) Health & Beauty
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Takeaways
Collaborate! Manufacturers and retailers must work together to capture sales
If you haven’t already, the time to invest is NOW! 1
2
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Poll question
Which is the primary media platform used by your company to market to U.S. Hispanics?
a) TVb) Onlinec) Mobiled) Printe) Radiof) In-storeg) None/Other
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Market-driving Examples
@nielsenwire #diverseintelligence
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Marketing strategies should reflect cultural cornerstones…
Hispanics remember English language commercials as well as the general population
The same commercial shown in
Spanish bumps up ad recall by as
much as 30%
Hiring Spanish-speaking talent to deliver the script
resonates 30% better with
Latinos
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
36
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
H-E-B meets w/ customers, asks “what would you love to see?” and delivers!
Source: H-E-B & Alberto Martinez /Austin American-Statesman (photo)
“They wanted more things that remind them of home.”
“The $7 million remodeling project — which added 6,000
square feet and about 40 employees to the store —
includes a masa factory that grinds corn daily, a tortilleria that will turn that masa into
tortillas, a carniceria (Latino-focused butcher shop) and a
deli with fresh salsas and cremas.”North Lamar Boulevard and Rundberg Lane, North Austin, Texas
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Winn-Dixie’s Miami store transforms—bilingual décor, made-to-order Cuban café & more!
Source: Winn-Dixie
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Pathmark catering to demographics of the neighborhood
Source: Pathmark, Progressive Grocer & NJ.com
Progressive Grocer reported on Mar. 16, 2012—
“Our remodeled Weehawken store…offers shoppers products that match their needs and cultural preferences,” said Sam Martin, president and CEO of Montvale, N.J.-based A&P. “With more diverse offerings and a friendlier, more modern atmosphere, this renovation is a prime example of our goal to enhance our customers’ shopping experience.”
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
“Hormel Foods introduces MegaMex Foods, where you can find all the flavors of Mexico”
Source: http://www.hormelfoods.com/brands/MegaMex/default.aspx
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Macy's partners with Latina Magazine & the Hispanic Scholarship Fund
Source: Macy’s
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Manufacturer Hispanic websites & apps
Source: Company websites
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
General Mills’ Spanish language app for Apple iPad
Source: Company website
Instant access to more than 900
Latin-inspired recipes, in 12
different categories
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
P&G’s Gain expanding to reach Hispanics
Photo: P&G Gain
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
Ethnic diversity impacting general population
Source: MultiAd Kwikee
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The State of the Hispanic Consumer
How do you improve your marketing success?
Recognize cultural
components
Adjust and refine your marketing
mix
Improve your organization’s
readiness
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Q&AThank you for attending•If you have follow-up questions or want more information, please contact your Nielsen Professional Services Representative.
•If you are not a current Nielsen client, please contact us at:
Phone: 800-553-3727 Email: CPGSolutions@nielsen.com
OR if you have any questions regarding the content of this webinar, you can also contact:
Monica Gil, email: monica.gil@nielsen.com Sabrina Crow, email: sabrina.crow@nielsen.com
For more insights, go to Nielsen Wire http://blog.nielsen.com/nielsenwire/
@nielsenwire #diverseintelligence
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