Emerging market opportunities: Hispanic cool
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Emerging market opportunities: Hispanic cool
The intersection of the swelling Hispanic and teen markets forms a market too potent to overlook: Hispanic teens. While still relatively small (4.5 million), they are no longer a niche market. "The teen segment of the Hispanic market cannot be ignored or under-resourced when planning and implementing marketing programs," says Loretta H. Adams, President of TNS Market Development. Join us as Loretta discusses the emerging opportunities that U.S. Hispanic teenagers create for today's marketers.
For more detailed information, please contact your account representative or Everett Hernandez.
black jack onlineSession dates and times:- ERROR MSGThursday, September 23
2 p.m. EDT (11 a.m. PDT) - Tuesday, October 26
2 p.m. EDT (11 a.m. PDT)
More about
TNS Market Development
TNS Market Development is one of the largest and most highly regarded trans-cultural U.S. Hispanic and Latin American specialty research firms in the United States. We offer a full range of consumer research services using qualitative and quantitative methodologies, and primary data collection and work with marketers in a wide variety of product/service categories.
Heraklion alojamientoTNS Market Development Teen Poll
TNS Market Development is a pioneer in Hispanic teen research and has produced three official Teen Polls since 1992. The 2003 poll was conducted to help marketers further their understanding of the U.S. Hispanic teen market and includes a comparison to non-Hispanic, or general market teens. The study of 12 to 17-year-old Hispanics and general market teens was conducted in five major U.S. cities including Houston, Los Angeles, Miami, New York and San Antonio. The survey measured culture, media consumption, Internet usage, pop culture, music and pastimes, brand ratings and role models, as well as future plans.
Loretta H. Adams
President, TNS Market Development
Based upon her client-side and agency-side experience, Loretta H. Adams founded Market Development in 1978 to help companies better understand Latin Americans in the U.S. and throughout the Latin American region. Since then, she has become a recognized expert on the Hispanic market. Loretta has been quoted in many publications including the ERROR MSGWall Street Journal, the New York Times, and Advertising Age as well as referenced in numerous monographs on U.S. Hispanic/Latin American marketing/advertising. She is a frequent speaker at national conferences. Loretta was born in the Republic of Panama.
The intersection of the swelling Hispanic and teen markets forms a market too potent to overlook: Hispanic teens. While still relatively small (4.5 million), they are no longer a niche market. Hispanic teens earn as much or more as mainstream American teens and also spend slightly more. Growing at three times the rate of their counterparts, these teens are a critical population segment for any marketer who is targeting Latinos, teens or young adults. "The teen segment of the Hispanic market cannot be ignored or under-resourced when planning and implementing marketing programs," says Loretta H. Adams, President of TNS Market Development.
Hispanic marketing has evolved – general market ads are no longer simply translated into Spanish. Reaching the Hispanic teen market in a way that resonates requires using innovative strategies that recognize and leverage their distinct cultural and age triggers.
Living in two worlds
cheap hotels in DusseldorfLatino teens live in two worlds, bridging traditional Hispanic culture with that of mainstream American teens. They are steadily becoming more acculturated – nearly half describe themselves as equally Hispanic and American, a rise of 11 percentage points in only 6 years. And while more than half of Hispanic teens say that most of their friends are Latino or Hispanic, they are more likely to speak English than Spanish with them. They gravitate toward English-language media, preferring English-language Internet sites and spending as much time watching English-language TV (nearly 15 hours a week) and listening to English-language radio (11 hours a week) as general market teens do.
Nonetheless, "Hispanic teens are holding on to their culture and therein lies the major difference," says Loretta. "Their family relationships are very important to them. The ties are strong." Hispanic teens are twice as likely as general market teens to want to spend free time with their brothers and sisters or other relatives. And, since 80% of teens live in households where at least one parent is foreign born – and most likely Spanish-language dominant, the majority continues to speak Spanish at home with their parents.
In addition to the hours spent watching English-language TV, Hispanic teens watch an additional seven hours of Spanish-language TV per week usually with their families at home. Not only do they enjoy it, but it also has cultural and language relevance for them. Listening to Spanish-language radio (up to 5 hours a week) also keeps them connected to their roots.
A distinct mindset
While they often act like general market teens, Hispanic teens have a distinct mindset. "Marketers who ignore or minimize this difference miss an opportunity to expose their brand and shape its image," says Loretta. "Their dual language capabilities, connection with family, Hispanic culture and traditional attitudes, and high media consumption create multiple channels to reach this market." Innovative marketers might consider using popular young Hispanic musicians and entertainers as spokespeople. The power of the "cool factor" should not to be overlooked. Not only do Hispanic teens respond to cool, but hip Hispanic is taking on its own panache among mainstream American teens as well.
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