Hispanic Boomers say they value the information provided by alternative health practitioners.

Hispanic Boomers’ perceptions of healthcare and health information differ significantly from those of the General Market Boomer according to a new report from Focalyst, “A Continued Look at Diversity Among Hispanic Boomers.” The report focuses on the 7 million Hispanic Boomers in the United States and examines attitudinal and behavioral differences between English-speaking Hispanic Boomers and the General Market in specific industries such as health, finance, home and technology.

“A Continued Look at Diversity” is a follow-up to a Focalyst report released earlier this year that found that marketers using language as the defining characteristic in differentiating their target communications may be missing important segments. This is particularly true when looking at health-related messages.

When compared to both Acculturated Hispanic Boomers and General Market Boomers, Bicultural Hispanic Boomers are the most likely to be experiencing confusion around health-related issues and to turn to alternative health practitioners and advertisements as valued health-related information sources.

“It is obvious that possible language barriers and the huge amount of information available is causing confusion among Bicultural Hispanic Boomers,” according to Jack
Lett, Executive Director of Focalyst. “Marketers of heath-related products and services need to communicate in simple, understandable language to get their messages across
to this market.”

Other notable findings from the report:

• Almost half of Bicultural Boomers and one-third of Acculturated Boomers have no savings or investments, compared to only 1 out of 4 General Market Boomers.

• Hispanic Boomers say they will spend an average of about $2,700 on household items in the next 12 months, about 25% more than General Market Boomers.

• Compared to General Market Boomers, the connected segment of Hispanic Boomers are more likely to be online for paying bills, education/training, job searches, instant messaging and downloading music.

• Hispanic Boomers do not think that keeping abreast of changing technology products is a hassle and they are more likely to upgrade their technology
products on a regular basis.

• Hispanic Boomers plan on spending more on technology products than the General Market Boomer – about $1,350 in the next year, compared to about $1,100.

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