Presentation is loading. Please wait.

Presentation is loading. Please wait.

Copyright © 2012 The Nielsen Company. Confidential and proprietary. The American Media Mom Breakthrough Innovation Boomers Update Cultivating Multicultural.

Similar presentations


Presentation on theme: "Copyright © 2012 The Nielsen Company. Confidential and proprietary. The American Media Mom Breakthrough Innovation Boomers Update Cultivating Multicultural."— Presentation transcript:

1 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The American Media Mom Breakthrough Innovation Boomers Update Cultivating Multicultural Success Upcoming Webinars @nielsenwire #diverseintelligence

2 2 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

3 3 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

4 4 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.

5 5 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

6 6 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)Marketing b)Sales c)Research d)General management

7 7 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer Latinos Are Vital to America’s Future @nielsenwire #diverseintelligence

8 8 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.

9 9 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

10 10 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer 131 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

11 11 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

12 12 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer Can you afford to miss out? 2015 2010 $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

13 13 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 million b)Between $1 million and $10 million c)Over $10 million d)Do not know/None

14 14 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

15 15 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer Younger demographics provide focused marketing opportunities Median age: Hispanic = 28 U.S. general = 37 Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

16 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

17 17 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%

18 18 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer Role of language among the Latinos English 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

19 19 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)Spanish b)English c)Both Spanish and English d)None/Do not know

20 20 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

21 21 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer What Hispanics Watch @nielsenwire #diverseintelligence

22 22 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) HispanicNon-Hispanic White Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

23 23 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

24 24 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 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

26 26 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

27 27 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 28 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer What Hispanics Buy @nielsenwire #diverseintelligence

29 29 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

30 30 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

31 31 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 care 2)Baby products 3)Health & Beauty Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

32 32 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

33 33 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)TV b)Online c)Mobile d)Print e)Radio f)In-store g)None/Other

34 34 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer Market-driving Examples @nielsenwire #diverseintelligence

35 35 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 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

37 37 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

38 38 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.”

39 39 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

40 40 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

41 41 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer Manufacturer Hispanic websites & apps Source: Company websites

42 42 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

43 43 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

44 44 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The State of the Hispanic Consumer Ethnic diversity impacting general population Source: MultiAd Kwikee

45 45 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

46 46 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Q&A Thank 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.comCPGSolutions@nielsen.com OR if you have any questions regarding the content of this webinar, you can also contact: Monica Gil, email: monica.gil@nielsen.commonica.gil@nielsen.com Sabrina Crow, email: sabrina.crow@nielsen.comsabrina.crow@nielsen.com For more insights, go to Nielsen Wire http://blog.nielsen.com/nielsenwire/ @nielsenwire #diverseintelligence


Download ppt "Copyright © 2012 The Nielsen Company. Confidential and proprietary. The American Media Mom Breakthrough Innovation Boomers Update Cultivating Multicultural."

Similar presentations


Ads by Google