research is a leading market research firm specializing in the Hispanic/Latin
market. Research covers both the U.S. Hispanic market and the
international Latin American market.
work with clients of all sizes to
gather valuable information that enables them to better connect
with their market, communicate better, and sell more of their product
U.S. Hispanic market is dynamic
and expanding so effectively addressing it can make a substantial
contribution to your bottom line.
review the different pages of our site and contact
us at 619-200-7124 with any questions or a confidential research
needs evaluation. We look forward to serving you.
Press Release: January 14, 2012, Contact: Walter E. Meneses, 619-200-7124
The New Book “Effectively Reach U.S. Hispanic Consumers – 50 Million Plus, and Growing…” will be published on January 27, 2012
This Book includes the Latest Demographic Data from the U.S. Census 2010 and Results from a Survey to 1001 Hispanics Across the U.S. “Ask U.S. Hispanics” Consumer Profile. Latest Information on Social Media – Usage of Internet – Level of Acculturation – Language Preference for Advertising – Media Preference – Use of Banks – Money Transfer – Politics and more…
SAN DIEGO – “Effectively Reach U.S. Hispanic Consumers” has been written by Walter Eduardo Meneses. This book has no political or social agenda, nor is it sponsored by any media, institution or corporation. Its purpose is to provide intelligence to marketers working in Advertising Agencies, Marketing Research and Corporations providing products and/or services to consumers, especially to Hispanics. Data for this book has been obtained mainly from two sources: “Ask U.S. Hispanics” Consumer Profile a survey conducted by Meneses Research & Associates and the U.S. Census 2010. The results from the survey “Ask U.S. Hispanics” Consumer Profile are reported in Frequencies, Cross-Tabulated by Regions and some by Level of Acculturation and Level of Financial Stability . Our purpose is to present the data to YOU for your interpretation. The first section of the book provides demographic data. The second section is about segmentation among Hispanics by Levels of Acculturation. The third section is psychographic information related to the products and services Hispanics are aware of and use. The fourth section is marketing to Hispanics. The proprietary research “Ask U.S. Hispanics” Consumer Profile was designed and produced by Meneses Research & Associates.
This book will address all of the following and more:
Why is the U.S. Hispanic Market Important?
Hispanic by the Numbers, Illegal Immigration and Projections
Southern Border Markets
Segmentation: Level of Acculturation and Level of Financial
Preferred Language to Communicate Among Family, Friends and Co-workers
Psychographics, Products and Services Hispanic Use
Use of Banking & Financial Institutions
Money Transfer Outside of the U.S.
Internet Usage, Social Media
Marketing, Approaching Hispanics
Media Usage – Print, TV, Radio, Internet
Meneses Research & Associates, has been in operation since 1995, specializing in the Hispanic market and publishing studies about Hispanic consumers nationally and internationally. “Ask San Diego” Report 2001 to 2008, “Ask Tijuana” Report 2002, “Ask Hispanic Teens” 2002, “Ask U.S. Hispanics” Report 2004 and 2009 .
The book is available for $95. To order the book or acquire additional information, please click here or contact Walter E. Meneses at 619-200-7124
Survey Design and Methodology for U.S. Hispanic Research
January 28, 2008
Media in San Diego DOESN'T get its FAIR SHARE of Advertising Dollars to Reach Hispanic/Latinos in Southern CA. Who are the winners? Who are the losers? New Report “Ask Hispanics” San Diego, Media Preference, Consumer Profile 2008
By Walter Eduardo Meneses, President of Meneses Research & Associates
San Diego. (January 22, 2008) A national advertiser calls his ad agency in Chicago to prepare an advertising and promotional campaign for their products designed to reach Hispanic/Latinos nationwide. The advertiser wants to reach the top six Hispanic/Latino markets. The advertising agency through its media buyer pulls up the Census information and selects the top 6 markets based on population of Hispanic/Latinos. Surprisingly, the San Diego market does not make the list of the top 6 markets for this group. According to current projections of the U.S. Census (2007), the San Diego market ranks 11 th among all Hispanic/Latino markets in the U.S. All media in San Diego, including TV, Radio, Print, and other Promotional companies will not get a dollar from this client. Never the less, the San Diego Region has a market of over 2 million Hispanic/Latino consumers (San Diego has close to 1 million and over 1 million from Tijuana**). Why include Latinos from Tijuana in the San Diego market? It's simply due to the fact that this segment spent over four billion dollars in San Diego during 2007. This segment of “Baja California-Latino Shoppers” are exposed to Television, Radio and Print. As an example, 88% *of “Baja California Latino Shoppers” who want to buy a new car will buy in San Diego. 44%* of Hispanic/Latinos living in San Diego have family ties with “Baja California Latino Shoppers.” Word of mouth is a powerful marketing tool. At least one out of every two “Baja California Latino Shoppers” will be influenced by family members who will “recommend” products and services provided in San Diego. The San Diego region is unique. San Diego has the busiest border entry in the world, with over 165,000 people crossing the border daily. 52% cross from Tijuana to San Diego 5 to 7 times per week*.
Who are the winners? The winners are those advertisers investing their advertising dollars in the San Diego market and enjoying the great spill over to consumers across the border. Who are the losers? The losers are the San Diego media who does not get its fair share of advertising dollars. According to our estimate, if the San Diego region got its fair ranking of 3th among the top Hispanic/Latino markets in the USA, advertising dollars invested would more likely be 32% more across Television, Radio and Print, that would be as much as the Miami market.
Meneses Research & Associates will conduct a research study among 1000 Hispanic/Latinos during March-April in the San Diego Region. There is still time to have your question included in this survey. Just send us your questions BEFORE February 18, 2008. Results of the study will be presented on May 14, 2008 at the University of San Diego, Manchester Conference Center. For additional information please click here.
*(“Ask Tijuana” 2002 study published by Meneses Research & Associates)
** Tijuana region has over 3 million people, it is estimated one third are able to cross the border on a regular basis into San Diego for work, shopping or entertainment.”Ask Tijuana” 2002
Size of the Market
The Hispanic market spent about ONE TRILLION DOLLARS in 2010. Do you know the percentage of your Hispanic client base? Rule of thumb, if it is about 20%, congratulations! If it is not, your opportunity is huge and growing! The Hispanic market is the largest growing population segment in the U.S.
In all categories, the Hispanic Market is just too big to ignore, from consumer products to luxury cars. Soon you will no longer hear statements such as: “If we have room in the budget, we will advertise in Spanish language media” or “just translate the commercials into Spanish”.
There is an important component among the Hispanic consumer that is different than the non-Hispanic consumer, and that is to understand their culture. The culture has several variables such as language, music, religion, food, and family values to name a few... The challenge for marketers is how to EFFECTIVELY communicate with the Hispanic market. This is a very dynamic market. Simply advertising in Spanish is only part of the solution; advertisers must also understand and appeal to the Hispanic culture. Many advertisers are using English language TV programs to advertise in “Spanglish” (sentences in English and Spanish combined). The majority of Hispanics, approximately 77% speak Spanish very well while 51% of Hispanics speak English very well. The reason I wrote this book is to provide the marketer with reliable market intelligence. For over 30 years, I have been studying, conversing with and interviewing Hispanic consumers through 3 generations of the U.S. Census and I have seen the growth trends. The U.S. has the second largest group of Spanish speaking consumers in the world just behind Mexico. If the U.S. Hispanic market were a country, based on population, it would be bigger than Colombia, Spain, or Argentina. In reference to income per capita, the U.S. has the highest Hispanic income compared to any other Spanish speaking country.
Growth of the Market
Hispanic market growth has exploded for two main reasons: immigration and the birth rate. 38% of Hispanics came to the U.S. within the last 10 years: 2000 to 2010. One of every four new born children in the U.S. is born into a Hispanic family. In 2011, more than half of the 50 million U.S. Hispanics were born in the U.S. to parents who were either legally or illegally in the country. It is projected that by the year 2040 the U.S. Hispanic population will reach 100 million.
The average age of the Hispanic population is 27 years old vs. 37 years old among the non-Hispanic population. The Hispanic youth, under the age of 24, are in the “digital age”. They aggressively approach the Internet. The Hispanic youth play a big role influencing older Hispanics, especially at home with family members. The Hispanic youth influences the selection of new technology at home including Cell phones, DVD’s, TV/Cable connection, computers, Internet connection, iPhones, Smart Phones, and other electronic devices. The Hispanic youth helps parents with brand selection. They help to set up electronic devices at home. They encourage parents to join Facebook, Twitter and other Social Media. They help to upload pictures to share with family members. They help connect the family to YouTube to be able to see videos featuring “Los Panchos”, “Javier Solis”, “Julio Iglesias”, “Rocio Durcal” so that older family members can listen to the type of music they enjoy the most. The Hispanic youth assists the family to set up emails to communicate with family members and friends all over the world.
Growth Projection of the Hispanic Market
The Hispanic market is growing faster than any other demographic segment in the United States. The following is the projection made by Meneses Research & Associates:
2020 64.1 millions
2030 80.2 millions
2040 97.6 millions
2050 127.0 millions