Key Hispanic Consumer Groups.

Scarborough Research released an analysis of Hispanics in the U.S. and key emerging local markets for Hispanic consumers. The study unveiled five key Hispanic consumer segments, and then applied their characteristics to a local market analysis to identify the “next tier” of Hispanic cities.

The five key Hispanic consumer groups identified in the Scarborough study are as follows:

– “New Lifers” are foreign-born Hispanics who have been in the U.S. for an average of eight years. They have young children, and 61 percent prefer to speak Spanish mostly or exclusively. The average annual household income of New Lifers is about $40k. These consumers are more likely than other Hispanics to have had a child or been married over the past year, and 75 percent listen to Spanish radio.

– “Old Ways” are also foreign-born Hispanics. They have spent about half their lives in the U.S., have a mean age of 54, and 61 percent prefer to speak Spanish mostly or exclusively. Old Ways Hispanics have an annual household income around $47k. Sixty percent of this group resides in New York, Los Angeles, or Miami.

– “Settled In” are mostly U.S.-born Hispanics who have spent the majority of their lives in the U.S. They have a mean age of 43 and an annual HH income of $68k. Nineteen percent of these consumers prefer to speak Spanish mostly or exclusively. They are 69 percent more likely than other Hispanics to have an annual household income of $100k or higher, 31 percent more likely to have gone online during the past month, and are high mileage drivers.

– “The Pioneers,” who are exclusively born in the U.S., have a mean age of 65 and an annual HH income of $50k. Twenty-one percent of this group prefers to speak Spanish mostly or only. These consumers are above average for cable use, and 47 percent of them reside in New York, Los Angeles, San Antonio or Albuquerque.

– “Young Americans,” three-quarters of whom are U.S. born, have an average age of 26 and an annual HH income of $60k. Seventeen percent of this group prefers to speak Spanish mostly or only. These are the heaviest Internet users among Hispanic consumers, as they account for 43 percent of all Hispanics who spent 10 or more hours online during the past week. They watch music videos and listen to general market music formatted radio.

“The Hispanic marketplace is continuing to grow in the U.S., but Hispanics are not a homogeneous group and marketing efforts need to take into account their distinct demographic, media, shopping and lifestyle patterns,” said James Collins, Senior Vice President, Information Systems, Scarborough Research. “With the creation of these Hispanic consumer groups, we are providing marketers with a road map to help them better understand how important factors such as language, age, media usage, and overall shopping patterns vary among Hispanics.”

Scarborough analyzed these consumer groups against local U.S. markets. The analysis found that no two markets are alike, but there are clear indicators as to which cities will lead the next generation of Hispanic influence.

Atlanta, Washington D.C., and Wichita, KS, are cited in the analysis as critical, emerging Hispanic markets. The Hispanics in these cities are younger, have spent most of their lives in the U.S. and are in a higher income bracket. They tend to be putting down roots in their chosen areas and making a variety of big ticket household purchases, such as furniture and appliances.

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http://www.scarborough.com/press_releases/Scarborough%20Research%20Hispanic%20Presentation%209.27.05.pdf