Pluribus Media - Latino Marketing

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CHALLENGES

The phenomenal growth of the Latino market means that even companies who have been serving it from day one have to constantly adjust.

There is not only acculturation to consider, but many other factors.

Product preference differs between Latinos living in urban areas and those living in rural areas. Also, there are different income levels between new arrivals and second- and third-generation Latinos.

And while Mexicans predominate, there are Latinos from every country in Central and South America.

This growth means that businesses must accomodate each regional, generational, and income level group.

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Business can't afford to ignore the fastest growing population group in the U.S. with an annual purchasing power of $850-billion. Here are a few facts...

(Source: U.S. Census Bureau)

U.S. Latino population:

In 2000: 35,305,818
July 1, 2005 Estimate: 42, 687,224

Latino home ownership

Latinos significantly increased the ranks of U.S. homeowners, with 49.7% percent of Latinos owning homes in the first quarter, up from 47.3 % a year earlier. This translates into 5.8 million Hispanic homeowners in the United States.

Latinos in California

California's Latino population grew 16% between the year 2000 and 2005, making California home to nearly 30% of all Latinos in the U.S.

Latinos in large-concentration states

Six other states with Latino populations of 1 million or more also had the largest numeric growth behind California: Texas (up 20.4%), Florida (29.3%), New York (8.2%), Illinois (19.3%), Arizona (30.7%), and New Jersey (18.8%).

Latinos in other states

Every state had at least a double-digit increase in population except for New Mexico (up 9.4 %), Wyoming (up 8.2%), and New York (up 8.2%).

Where Latinos come from

Latinos come from over two dozen countries, with substantial cultural, educational, socio-economic, and geographical (urban/rural) differences.

Native-born Latinos

55% of Latinos are native-born, many of them for generations. Many of them don't speak Spanish and, even if they do, they prefer to be spoken to in English.

Mere translation does't cut it

Simply translating ad copy into Spanish is not enough. Things tend to get lost in translation, and chances are that even an appropriately translated campaign won't have the same effect on the destination audience.