Simmons Unveils ‘Hispanic Cohorts’ HH-based Segmentation System.

Hispanic consumers are the fastest growing ethnic group, with over 10 million Hispanic households in the United States today. Companies have recognized the influence of this growing market and Simmons, an Experian Company, is providing a way to understand the unique characteristics of these consumers by announcing the release of its Hispanic Cohorts, the first Hispanic household-based segmentation system available.

Now available in the spring 2004 National Hispanic Consumer Survey (NHSC), Hispanic Cohorts™ identifies 19 distinctive and diverse consumer segments within the American Hispanic community. Hispanic Cohorts collectively offers marketers, agencies and advertisers the ability to understand the demographics, lifestyles, attitudes and behavioral characteristics of the Hispanic consumer.

“Enhancing our suite of services by adding Hispanic Cohorts arms our clients with another comprehensive research tool that helps them look behind the Hispanic names and realize the purchasing power of these consumers,” says Chris Wilson, president & COO, Simmons, an Experian Company. “For the first time, database marketers can combine Simmons syndicated research with household-based segmentation to enhance their Hispanic database marketing efforts.”

Similar to the general market Cohorts, Hispanic Cohorts identifies clusters of consumers based on specific characteristics. For instance, descriptions include Luis y Maria, families with teenagers whose median age is 38; median household income is $35,000 and makes-up approximately 9.1 percent of the Hispanic population. Andrea, educated career-oriented moms whose median age is 31; median household income is $52,000 and represents over 6 percent of the Hispanic population is another example of one of the 19 exclusive Hispanic Cohorts available.

“It is important for marketers to recognize that the Hispanic marketplace is not homogeneous,” says Scott Schroeder, president and CEO of Cohorts. “Hispanic Cohorts is the only tool that enables marketers to understand the consumer behavior differences within the fast-growing Hispanic market and then version their messages appropriately for each distinct consumer group.”