Hoy study: going beyond the numbers.

Hoy together with The Marketing Bodega announced survey results from their joint research project “Going Beyond the Numbers.” The two teamed up in an unprecedented research project that surveyed Hoy readers about their perceptions of corporate America’s marketing efforts targeted to Hispanic consumers.

More than 750 qualified respondents shared their perceptions of advertising and marketing targeted specifically to the Hispanic community. This joint effort was undertaken to learn how to better understand and effectively communicate with this vital segment of the consumer market.

The in-paper survey was available in New York, Los Angeles and Chicago and was crafted to learn how to better understand and effectively communicate with the Hispanic market, a vital segment of the US consumer market. The survey focused on three main areas of interest: the use of Spanish language, advertising to Hispanics, and brand familiarity and loyalty.

The findings reveal that advertising targeted to Hispanics will likely be more effective if it contains Hispanic images and utilizes Hispanic media channels. Some highlights include:

– 76% of respondents agree that they are “drawn to brands that use Hispanic images in advertising.”
– 64% agree that they “are more loyal to products that advertise in Spanish.”
– 82% agree “familiarity with a brand is one of the most important reasons they choose the brands they do.”

“Our The Hispanic Mindset ‘`Going beyond the Numbers’ survey reveals insights that will disrupt the Hispanic marketing status quo,” said John Burn Marante, Bodega’s Managing Director. He added, “Currently, most Hispanic marketing leaves the consumers saying, ‘They speak my language, but they don’t understand me.’ This joint project ‘Going Beyond the Numbers’ reveals cultural and psychological insights that are essential in activating the Hispanic consumer to the brand.”

“Hoy is dedicated to research that will help deliver our clients’ messages with maximum strength and impact,” stated Javier Aldape, Hoy’s Editor & Vice President of Product and Audience Development. “We are very excited about the insights uncovered in this research. These results are valuable to advertisers in reaching their target audience with campaigns that touch the Hispanic consumer.”