¡Viva la Familia! Fiesta 2008 Research Panel.
January 17, 2009
Todobebé gathered key consumer insights about its U.S. Hispanic Mom audience via its latest ¡Viva la Familia! Fiesta research panel. The 2008 panel consisted of approximately 9,000 moms across 43 states, recruited through the ¡Viva La Familia! multi-media marketing program targeting Spanish-speaking moms with children 0 to 5 years old in the home.
“Over the last 10 years we have received feedback from hundreds of thousands of moms about every topic, preference and concern facing them in the U.S. and around the world. Their voices are represented in our book, video, websites, forums, events, and hundreds of episodes of Radio and Television,” said Jeannette Kaplun, Todobebé’s co-founder and Chief Content Officer. “We would not exist without the chance to connect directly and learn from our audience.”
The questionnaire covered demographics, consumer activities, media and technology use, and retail and brand preferences. The data was collected via the Internet through a 3rd party survey platform, with the number of participants audited by Nielson Research.
These results provide a window into the Hispanic Mom market, women who make up 1 out of 4 new moms in the United States today and 80 billion dollars in consumer purchases a year.
A few highlights of the survey panel are listed below:
Panel participant demographic breakdown:
73% Spanish-dominant or Spanish-preferred
79% Married
48% Full-time moms
61% Pregnant or planning a pregnancy
88% At least one child living in the home
63% At least one child under the age of 3
58% At least one child between ages 3-5
Panel participant media & digital usage & preferences:
66% Get parenting information on TV
75% Get parenting information on the Internet
87% Visit the Internet frequently
58% Have a broadband Internet connection
66% Know how to upload photos and videos
Panel participant social behaviors & spending:
73% Shop most frequently at Walmart
78% Host at least one party or family event per year
76% Spend more than $100 on their party
