Embed Size (px)
Citation preview
The NEW Cultural Economy in the Pacific Northwest.
2015 Hispanic Market UpdatePopulation, Spending, and Business.
I. The new American reality
The estimated Hispanic population of the United States is 54,000,000 (as of July 2013),
making people of Hispanic origin the nation's largest ethnic or race minority.
Hispanics constituted 17 percent of the nation's total population. In addition, there are
3.7 million residents of Puerto Rico, a U.S. territory. Source: 2013 Population Estimates.
SOURCE: http://www.census.gov/popest/data/national/asrh/2011/index.html> http://latino.foxnews.com/latino/news/2012/05/22/census-undercounts-minorities-by-15-
million/
The 2010 census failed to count over 1.5 million Minorities.the census missed about 2.1 percent of black Americans and 1.5 percent of Hispanics, together accounting for some 1.5 million people.
The incoming generation of consumers.
http://www.pewresearch.org/fact-tank/2014/07/08/a-view-of-the-future-through-kindergarten-demographics/
II. LATINOS IN WESTERN WASHINGTON
108% growth
2000-2013!Now let’s talk about density.Washington State: 11.7%
Total Hispanic population: 970,112
Eastern Washington:Yakima County: 143,475 (46.3%)Franklin County: 52,405 (50.9%)
Western Washington:King County: 225,815 (11.7%)Pierce County: 93,246 (9.6%) Snohomish County: 84,225 (9.3%)
DMA % Growth 2000-2013
Charlotte, NC 168%
Raleigh area N.C 138.9%
Atlanta, GA 126.9%
Orlando Area, Fla. 125.1%
Ft. Myers-Naples Fla. 125.1%
Oklahoma City, Okla. 119.2%
Tampa Area, Fla. 112.2%
W. Palm Beach Area,Fla.
110.9%
Seattle-Tacoma, WA 108.3%
Washington area, D.C 108.1%
Source: Neilsen
10 FASTEST GROWING DESIGNATED MARKET
AREAS AMONG HISPANICS (POPULATION 200,000+)
According to Geoscape, Of the 25 largest populated US markets in 2018, the three markets with the highest projected Hispanic growth rates between 2010 and 2018 are Raleigh-Durham, NC, Seattle-Tacoma, WA, and St. Louis, MO
http://www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html
The 2013 American Marketscape DataStream report.
Number adjustments: Census fingures + .16%
II. LATINOS IN EASTERN WASHINGTON
Eastern Washington Experienced an
average of 66% growth
from 2000-2010
http://www.nielsen.com/us/en/insights/news/2013/latino-populations-are-growing-fastest-where-we-arent-looking.html
Datas Sources http://projects.nytimes.com/census/2010/map, and http://projects.nytimes.com/census/2010/map .
Market % of population
Growth through 2010
Population2015
Yakima 47% 53% 263,675
Tri-Cities (average)
35% 108% 99,557
Wenatchee 32% 79% 22,167
Hermiston OR
35% 23% 19,074
Numbers for Markets include surrounding marketing areas.
Tri-Cities includes Richland Kennewick, Pasco
Wentachee includes Moses Lake, Leavenworth, and Waterville.
Yakima includes all Yakima Valley including Sunnyside, Grandview, and Benton City.
Included Hermiston Oregon.
(other areas outside of “Cities” were used in compiling this data)
Anticipated growth is based on percentage of growth from 2000-2010, and adjusted to 5 years of continued average growth.
II. LATINOS IN OREGON
64% growth
2000-2010!Oregon's non-Hispanic white population grew by
Only 5%!
Total Hispanic population: *594,081
Top Ten Counties 2010% 2015%
Malheur 31.5 41.5
Morrow 31.3 41
Hood River 29.5 39
Marion 25.3 33
Umatilla 24 31.5
Jefferson 19.3 25
Washington 15.7 20.7
Wasco 14.8 19
Yamhill 14.7 19
Polk 12 15.8
Jackson 10.7 14
Klamath 10.4 13.7
Tillamook 9 12
II. LATINOS IN OREGON
• Hispanics are growing eight times faster than non-Hispanics
(63.5% vs. 7.5%) in Oregon and accounted for 43% of overall
growth in the state.
Oregon’s 11,338 Latino-owned businesses had sales
and receipts of $1.7 billion and employed 13,916
people in 2007, the last year for which data is
available, according to the U.S. Census Bureau’s
Survey of Business Owners.
IV. LATINO BUYING POWER
Washington State Hispanics are in the
top 15 in the country for purchasing
power!
Washington State total
purchasing power by 2015…
9.2 Billion
Purchasing power: file:///C:/Users/rlambert/Downloads/Hispanic_Purchasing_Power_2008_FINAL11.pdf
Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
IV. LATINO BUYING POWER
Seattle/Tacoma
Hispanic Retail Spending in 2010
Source: Larson NW Hispanic Report 2007, adjusted to population figures from 2010 census.
$800
$327
$160 $107
$374
$160 $80
$240 $374
$- $100 $200 $300 $400 $500 $600 $700 $800 $900
In Millions
In Millions
Yakima Market Spending Power
Hispanic Retail Spending in 2015 total spending power:
Hispanics 18+ will spend 754,937,000 annually.
$42 $23 $16
$147
$76
$12
$120
$172
$23 $16
$160
$16 $15
$317
$-
$50
$100
$150
$200
$250
$300
$350
In Millions
In Millions
Source: Nielsen Tapscan
Portland/ Oregon
Hispanic Retail Spending in 2010
Source: Larson NW Hispanic Report 2007, adjusted to population figures form 2010 census.
$768
$288
$144 $96
$336
$176 $72
$196 $324
$- $100 $200 $300 $400 $500 $600 $700 $800 $900
In Millions
In Millions
Hispanics out performed in Spending
expectations!
Source: Acosta Research and Marketing
Jacksonville, FL — From spending on groceries to enjoying shopping, Hispanic consumers
outperform their total U.S. counterparts nearly every time, according to research from Acosta
Sales & Marketing and Univision Communications, Inc.
For example, Hispanic shoppers spend an average of $361 per month on groceries; the total
U.S. population spends $331 on average. Further, nearly three-quarters of Hispanic consumers
say they enjoy grocery shopping, compared with 16 percent of the total population.
In addition, nearly 80 percent of Hispanics shop with someone else, increasing the likelihood of
sharing their purchase decisions.
“The Hispanic consumer expects to be earning more and is spending more, as evidenced by
the fact that their monthly grocery spend is at the highest point in three years,” says Liz
Sanderson, Univision vice-president, strategy and insights. “Because grocery shopping
represents an opportunity to spend time with loved ones and engage with distinctive store
offerings, brands and retailers are presented with more valuable marketing opportunities.”
Census tract data: Lynnwood tract 515, Lakewood, 71805, Factoria 248, Everett: 41805, Tacoma 632, Puyallup South 73121, Federal Way 30006,
Oak Harbor: 9704, Bonney Lake 7031,
South Hill: 71207, Renton 262, Auburn 30801 Source: http://projects.nytimes.com/census/2010/map?ref=us Numbers: 2010 Census X 8.3% per year.
Formula: 108% /13= 8.30% X4= +33.2% for years 2010 to 2015
WHO IS IN YOUR
MARKETING AREA?
0%
10%
20%
30%
40%
50%
60%
34%
8%
55%
16%
16%
42%
12% 9%
13%
8%
22%
43%
Hispanic Density in Applebee’s 3 MILE MARKETING AREA.
23%
Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
The Baby Boomer Generation and
what it means to your business.
The US population age 65+ in 2010 = 40 million people.
BABY BOOMERS ARE AGEING OUT OF THE
CONSUMER POPULATION
By 2040 that number will equal 80 million people.
Source: US census data, 2010
IV. LATINO BUYING POWER
Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
This is WHY!
We need to be inclusive of our minority populations.
50 % of all new births are to minority families.
Hispanics now total 50 Million and
by 2037 there will be 100 million.
The "Latin Wave" is bigger than the baby boomer
generation ever was.
We need them educated, and we need them strong.
By 2047 minorities will become the majority.
Source: US Census Data, 2010
IV. LATINO BUYING POWER
Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
Hispanics are the only major racial or ethnic group to see a statistically significant decline in its poverty rate, according to 2013 Census Bureau figures released this week. The drop in the poverty rate among Hispanics –from 25.6% in 2012 to 23.5% in 2013 – contributed to the first decline in the nation’s overall poverty rate since 2006.
Hispanics also were the only group to see a decline in the number of people living in poverty (the year-to-year changes in the overall U.S. number was not statistically different.) From 2012 to 2013, the number of Hispanics in poverty dropped from 13.6 million to 12.7 million, even as the Hispanic population grew by 1 million over the same time period.
Hispanics only group to see its poverty rate decline and incomes rise!
http://www.pewresearch.org/fact-tank/2014/09/19/hispanics-only-group-to-see-its-poverty-rate-decline-and-incomes-rise/
Hispanic Businesses & EntrepreneursDrive Growth in the New Economy
Number of Hispanic-
Owned Businesses in
the U.S.
‘02
‘07
‘14
1.5
Mil
2.26
Mil
3.22
Mil
White68%
Black9%
Latino16%
Asian4%
Other3%
2003
White62%Black
9%
Latino20%
Asian6%
Other3%
2013
The most recent data
shows
the Latino share of all new
entrepreneurs is 20.4%,
compared to 16% a
decade ago.
PROJECTED PERCENT INCREASE IN NUMBER OFHISPANIC-OWNED BUSINESSES FROM 2007 TO 2014*
+35%
Pacific
OR 795,839.
+44%
Mountain+42% West
North Central+32% East
North Central+31%
New England
+29%
Middle
Atlantic
+57%
South Atlantic
+59%
East South Central
+46%
West South
Central
Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
Percentage of Business Owners and Self-Employed by Hispanicity® Segment
36%
13%15%
26%
10%
40%
14%16%
25%
6%
35%
11%
16%
30%
9%
0%5%
10%15%20%25%30%35%40%45%
All Hispanics Hispanic Business Owners Self Employed Hispanics
Americanazado: Highly Acculturated
Nueva Latino : Advanced
Bu-Cutural: Mid level
Hispano: Lower Acculturation
Latin Americana: New immigrant
Among households headed by Hispanics, 46% are owner-occupied. By comparison, among households headed by whites, 72% are owner-occupied, as are 43% of black households and 58% of Asian households.
Some 48% of native-born Latino households are owner-occupied. By comparison, 44% of immigrant Latino households are owner-occupied.
Among Hispanic immigrant household heads, the homeownership rate is higher among those who have lived in the U.S. longer—59% for those who arrived before 1990, compared with 14% for those who arrived in 2006 or later.
Home Ownership
The biggest misconceptions
can keep your business
from prospering.
Common Stereotypes:
Only purchase at Hispanic shops.
Don’t have money for large purchases.
Keep all their money in cash,
don’t use banks or credit.
Are in the U.S.A Illegally.
Taking American jobs
Are all on Welfare and Subsidized
HealthCare.
"Talk funny" (i.e. - with an accent)
or can’t speak English
Eat only Mexican food
Very religious
Work as day laborers
Are gang members.
IV. UNDERSTANDING THE CULTURE
Presented by: Rebecca Lambert General Manager, Casa Media Partners 253-905-6552
THE LATINO PERSPECTIVE…
∆ Some Americans try to take advantage of Hispanics they
think we don’t know how to conduct business.
∆ Americans don’t want our business. But they do want us to
wash their dishes and mow their lawns.
∆ If I don’t have an introduction to your business, it will be
hard for you to gain my trust.
∆ I never know who I will meet when I open the door to your
business. Am I going to be welcome, or will I be judged.
This is why I usually do business where my friends and
family do.
∆ Americans speak to me either very slowly, very loudly, or
in a funny tone of voice. I’m not deaf, or incapable, I just
speak Spanish.
∆ Because I have not grown up with your brand, I am eager to
learn about it, if I like it, I’ll share it with my family and
friends.
Communicate with Latinos
IV. UNDERSTANDING THE CULTURE
IV. UNDERSTANDING THE CULTURE
SHOULD YOU STILL USE SPANISH?
• Even with English dominant Latinos, if asked
to choose a product that is advertised in
English or Spanglish, the product that was
advertised to them Bi-Lingually, was the
product that first captured their attention
• Spanish-language advertising is still 45
percent more effective than English
advertising in reaching this consumer
segment.
• For main message recall, commercials in
Spanish yield 56 percent higher
comprehension, and commercials in Spanish
are five times more persuasive in creating an
"intent-to-purchase" attitude.
Source: http://www.tandfonline.com/doi/abs/10.1080/10641734.1992.10504987#preview
Spanish use at home and English proficiency
About 12.3 million Hispanics ages 5 and older (26%) speak English at home exclusively. That share is 39% among the U.S. born and 4% among the foreign born.
Some 35.5 million Latinos ages 5 and older (74%) say they speak a language other than English at home, whether or not they also speak English at home. Among them, 35.3 million say the other language they speak is Spanish.
Among Hispanics (ages 5 and older) who speak a language other than English at home, 56% report speaking English very well.
One-third of all Hispanics (33%) say they do not speak English very well.
Among immigrant Latinos, a language gap exists between children and adults. Some 70% of immigrant children between ages 5 and 17 say they speak only English or speak English very well. By comparison, just 32% of immigrant adults say they speak only English or speak English very well.
Language use in 2015
IV. UNDERSTANDING THE CULTURE
Source: http://www.tandfonline.com/doi/abs/10.1080/10641734.1992.10504987#preview
http://genprogress.org/wp-content/uploads/archive/uploads/images/rally.jpg
http://blog.pureminutes.com
NEW IMMIGRANTS:Spanish speaking.
Blue collar workers. Renters.
Service Business owners.
NEW AMERICANS &
SECOND GEN. LATINOS:Bi-Lingual speaking. White
collar workers and Students.
Home Owners and Renters.
GEN MEX: English Speaking.
Highly acculturated.
Professionals, Home Owners.
Credit and bank users.
Use cash and money orders. Little brand
recognition but are looking to adapt.
Rapidly adapting to wireless technology
to keep them connected back home.
Use cash, but have credit and bank
accounts. Highly brand loyal and trendy.
Fastest growing user of NEW
technologies.
Already have established brand loyalty,
very brand conscious.
Already highly adapted to technology.
HOW TO REACH THEM?
In Spanish
HOW TO REACH THEM?
Spanish, Spanglish and some
English
HOW TO REACH THEM?
English, but capture their
attention bi-lingually &
culturally
EVENT SIGNIFICANCE
Three Kings Day On January 6th, this event celebrates the three Kings arrival in Bethlehem. Toys are given to children, and a Rosca,
(cake-like pastry) is shared with a small baby Jesus inside. The person that gets the baby Jesus in their slice
should put the house for a party on Candlemas Day on February 2.
*IDEA* Toy sales, infant clothing sales. Rosca events.
La Quinceañera The celebration of a Latina’s 15th birthday. This is a religious as well as a social celebration.
*IDEA* Anything having to do with weddings in General Market can be adapted to Quinceañeras. Including
Tuxedo Rentals, Catering, Music, Formal Wear, Jewelry Sales.
Día de los Niños (April 30) A holiday recognizing children as the center of the Latino family.
*Idea* Children’s sales! Children’s events in stores, restaurants, etc.
Independecia de
Mexico
(16 de Septiembre)
Also known as Diez y Seis de Septiembre (September 15th), celebrating when Father Miguel Hidalgo & Costilla
made the cry for Mexico's freedom from Spain.
*Idea* Have some fun with your ads and recognize the difference between Cinco de Mayo (which isn’t celebrated
in Mexico) and Independence Day.
Day of the Dead
(Día de los
Muertos)
All Hollow's Eve and All Saints Day. A day to celebrate Ancestors and lost loved ones
*Idea* Take down the witches, leave the skeletons.
IV. UNDERSTANDING THE CULTURE…means understanding what is important to the Hispanic community:
America's Corporations Can
No Longer Ignore Hispanic
Marketing Like Mitt Romney
Did… Forbes 11/12/2012http://www.forbes.com/sites/glennllopis/2012/11/12/americas-corporations-can-no-longer-
ignore-hispanic-marketing-like-mitt-romney-did/
If pollster Matt Barreto is right, Latino voters in Washington
were one of the key factors in Gov.-elect Jay Inslee's win over
Republican candidate Rob McKenna.
Barreto estimates that about 148,000 Latinos voted in these
past elections, with another 140,000 potential voters who
remain unregistered to vote. And yet less than 5% of the total
amount spent on Campaigns and Candidates were done
through Spanish Media.
"People in Washington state have not come terms with the
potential and growth of Latino electorate," Barreto said. The
parties "still don't feel Latinos are voters."
NBC Latino and Washington Elections
V. LATINOS IN POLITICSSource: NBC Latino
http://nbclatino.com/2012/11/26/in-washington-the-latino-vote-rises-in-
importance/ http://www.followthemoney.org/database/nationalview.phtml
WHO WILL WAKE THE GIANT?
9.4% (or 310,067) of registered
voters in Washington were “New
Americans according to an analysis
of 2008 Census Bureau data by
Rob Paral & Associates.
In 2012 there were 271,000 Hispanic
eligible voters in Washington—the
12th largest Hispanic eligible voter
population nationally. 21% are
naturalized U.S. citizens.
……Pew Hispanic Center.
Of the 112,710,585 spent in
Washington in 2012, only .0002%
was spent in the Hispanic Market.
VI. THINKING AHEAD
Mount Vernon 49.5% 23.5%
Highline 31.6% 21.3%
Burlington-Edison 30.6% 0.9%
Tukwila 24.6% 34.6%
Clover Park 20% 9.8%
Federal Way 19.2% 12.8%
Auburn 18% 11.9%
Renton 17.7% 14.2%
Shelton 16.3% 6.8%
Mukilteo 14.6% 15.7%
Tacoma 14.2% 7.2%
Fife 14.2% 9.4%
Franklin Pierce 13.5% 12.4%
Kent 13% 15%
Bethel 12.7% 1.2%
Seattle 11.5% 12.1%
Ocean Beach 11.5% 2.8%
San Juan Island 10.1% 4.5%
Chehalis 10% 2.5%
Grandview School District in Eastern Washington is
87.2% Hispanic. Western Washington is already
seeing many of these students gravitating to
Western Washington searching for opportunity, or
creating it.
Transitional/Bi-lingual are students in ESL courses
Source: http://www.k12.wa.us/dataadmin/pubdocs/SchoolDistrictProfiles.pdf
% of Hispanic Children by State: http://www.pewhispanic.org/files/reports/140.pdf
* ESL Class numbers include all students who speak a language other than English.
of the total student population in our public schools, and 8% of private school enrollment
Hispanic students equal an average of 19%
School District % Latino * Students in
ESL classes
OPI 2013/2014 Data
• OREGON: 1st graders now represent 25% of the Public school students.
English Language Learners 2013
Source: https://www.k12.wa.us/LegisGov/2013documents/TransBilingual2013.pdf
VI. THINKING AHEAD
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
2012-2013 2014-2015 2016-2017 2018-2019
1000 1000 1000 1000500 500 500 500
9500 10000 1200015000
250 250250
250
25000 2500025000
25000White
N.American
Hispanic
Black
Asian
Latinos are a very young community…17 years old. Connection to community and culture are still a VERY significant part of who they are.
WHILE MANY LATINOS DO TUNE INTO ENGLISH MEDIA. WHAT KEEPS THEM COMING BACK TO SPANISH?
Television: Comcast, Telemundo, El Rey… All of these networks are now freshening their offerings to reach a bi-lingual, bi-cultural audience. These changes, no doubt, are bold and fresh alternatives meant to appeal to a new generation of Hispanics who straddle between the American and Latino ways of life. At the core of it all, culture, not language, is what keeps us coming back. These networks are leveraging the idea of the cultural connection and engagement revolution to lure these new generations of viewers.
Spanish Radio:
Spanish radios top format in the Pacific Northwest is Regional Mexican. Many listeners may tune in to English AC, Rock, and other formats, but cross over to Regional Mexican tells another story. For that, you would have to understand the music. Like a Mexican Novella, Regional Mexican Music is made up of Corridos, or Stories. These stories tell the History, and Culture of the community. They are well loved, stories of Mexican life, love, and home that get to the heart of the Hispanic consumer.
Coming back to Culture
VI. THINKING AHEAD
Which do you use?
TV
Cable: over 40 channels in Spanish with the Cable Latino package, but you can only buy one ( Telemundo) through your Cable representative Comcast Cable is not represented in the Eastern Washington and Central Oregon Markets, so Charter is the option there. Dish Network: Over 80 channels on their DishLatino lineup. Local Station: Must buy direct/still compete with the other larger/ network movie and sports channel lineups. . Local: All the other channels are either Local (Univsion/Azteca, MundoFox), with only one localized show or Newscast, or Network, and outside of local advertiser influence.
Radio:
Oregon has over 8 Spanish Radio Stations, Eastern Washington 10. and Seattle now has 8. Seattle now has 2 Spanish FM radio stati0ns, A Christian Broadcast station, and an FM Regional Mexican station, there are also multiple AM stations in the market.
With approximately 12 publications throughout the markets, it is hard to tell exactly what reach, where they are distributed, and how many are reading them. There are currently NO daily Spanish papers in any of the Northwest markets. Add to that the low educational achievements of many immigrants, and papers are likely not to carry a broad enough reach on their own, though they make a good supplemental or addition to a broadcast buy .
Digital:
Spanish Digital is starting to take off, with some digital only radio stations, and even broadcast shows. The numbers are still out on viewership.
Social:
Latinos are the fastest growing user of Social Media, fortunately, due to the lack of Spanish content on the Web, creative Latinos are creating their own!
When you are considering advertising in any market, consider format. 70% of Latinos in the Pacific Northwest are of Mexican origin, and the majority are NOT from Urban centers, like Mexico City. Just like you would look to a Country and Western station to reach rural areas and people who come from those areas, consider that Regional Mexican , is the Country and Western of the Mexican population. Radio, whether it is English or Spanish, is still sold by reach and frequency, Seattle now is a PPM market, while the other regions in the Pacific Northwest remain diary markets.
Spanish TV, vs Radio, vs Print…..
DIGITAL
MARKETING
VI. THE NEW WORLD, ACCORDING TO …
SOURCE: http://www.thinkwithgoogle.com/articles/us-hispanic-market-
digital.html
45%
65%75%
85%
0%
20%
40%
60%
80%
100%
2011 2012 2013 2014
Searches for Common Spanish-LanguageQuestion Words
U.S. Hispanics are ahead of the curve
when it comes to digital.
They lead in adoption of new devices.
They are power users of mobile and
over-index in video consumption."
While the number of Spanish language
content pages are growing, Latino usage is out pacing
most companies ability to adapt quickly enough.
Spanish language users on the web, both locally and
nationally. Spanish Media can be a conduit and a
solution.
VI. THINKING AHEAD
HAVE YOU SENT
OUT THE
INVITATION?Marketing Rules
for reaching this Segment:
Make a Commitment.
Be Open.
Be Honest.
Be Engaging.
Be Consistent.
Be Frequent.
Be Patient.
INFORMATION CREATES
INSPIRATION
GRACIAS
