Research

A new study released by the US Internet Industry Association disputes widely accepted perceptions of minorities as second-tier Internet users. In fact, it shows English-speaking minority groups to be leading the nation in the adoption
of modern communications technology.

The growth of the Hispanic population has made it one of the most sought-after market segments in this decade. Because Hispanic purchasing power in the U.S. is estimated to reach as much as $1 trillion by 2007, it is obvious why so many businesses want to capitalize on this growth. In her new book, Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative, Terry Soto provides an in-depth view of the strategic planning process companies need to apply to effectively create market entry strategies that are in sync with not only the environment in which companies compete for a share of this market, but also with their strategic, operational and organizational goals and metrics.

As consumers grow more dependent on an array of digital devices to get them through the day, so grows the multimedia content and services available to them. Download study.

Households with teens own a total of 35 non-discrete consumer electronics (CE) products, compared to 24 in non-teen households, according to a research study released this week by the Consumer Electronics Association (CEA). The 8th Annual Household and Teen CE Ownership Study makes clear the considerable influence and persuasion teens have on CE ownership in their homes.

Young people 24 and under represent 35% of all Hispanic online users. While their online activities resemble those of the general youth market, they have unique characteristics. Their culture, heritage and language define their online behavior and how they respond to marketing messages.

Due to the fact that much of the discussion about Hispanic culture has referred back to or included family, I chose to study gender relationships and expectations for the purpose of this essay. As a result of the limited scope of this paper, I will discuss three main areas of this topic: first, the importance of family, next gender roles and how they differ for men and women, and finally machismo and marianismo and the ways they determine gender roles and expectations.

Two overarching ideas have permeated the readings for the subject of whether or not, and how, the Spanish language affects the way Hispanics think and behave and how this affects Hispanic marketing strategies. Those ideas are that first, the English and Spanish languages, as well as marketing principles and practices, are continuing to evolve as we have an increasing number of interactions between cultures and as new ideas and studies are conducted and as the acculturation process takes place in America. The second, directly related to the first, is that the notion of language impacting the way people think and behave is extremely complex and controversial and is not a subject easily dissected. One could write a dissertation on this subject but for the scope of this assignment I will discuss an overview of findings regarding marketing to Hispanics in English and/or Spanish, code switching, the Sapir-Whorf hypotheses and what current and future marketers will need to consider to be suc

Language and advertising have a very strong relationship that should be carefully examined by marketing companies in the United States. For most individuals the language they speak shapes who they are and often how others perceive them. The Hispanic language explains many ideas about the culture, attitudes and beliefs. It is beneficial to marketers to understand the Hispanic culture and use their advertising to effectively target this growing segment. By familiarizing themselves and their companies with the Hispanic language, their advertising can reflect the ideals and beliefs of Hispanic individuals, making them feel more comfortable when making purchasing decisions. However, before marketers invest large amounts of time and money into this technique, it is important to determine the effectiveness of advertising in Spanish.

Some of the proposals in immigration legislation under consideration in the U.S. Congress would distinguish between unauthorized migrants of long standing and those more recently arrived.

The cell phone has become an integral and, for some, essential communications tool that has helped owners gain help in emergencies. Fully 74% of the Americans who own mobile phones say they have used their hand-held device in an emergency and gained valuable help.

At last week’s Association of Hispanic Advertising Agencies conference in Los Angeles, besides the changes at the helm, the awards, the vendors and the panels. One panel titled ‘NTI AND THE UPCOMING UPFRONTS’ was the key element that will dictate the future of the US Hispanic Market.

During the grilling season, 42 percent of Hispanics fire up their grills at least once per week. Yet it is women who are significantly more likely than men to grill out at least three times per week (23 percent compared to 14 percent). Surprisingly, 36 percent of Hispanics say women primarily do the grilling in the household (compared to 42 percent for men), which varies greatly from Americans overall where 17 percent of women primarily do the grilling.

The marketing industry is often faced with the complicated question on how to make their products and services appeal to the U.S. Hispanic population. The marketers that have been successful have found that understanding the influence of language can be an important key to understanding this diverse population.

Bob Jordan, President of The Media Audit announced the schedule of the first ever “expert witness test” on electronic radio
measurement in America. The test will take place in Houston in May with test results shared with the industry later in the month.