ImpreMedia is proud to bring you En Breve, your intelligence brief on the US Hispanic market and media. ImpreMedia is the parent company of El Diario La Prensa, El Mensajero, La Opinión, La Prensa and La Raza, the leading Spanish-language newspapers.
In this issue, read about:

• Census Estimates 43 Million Hispanics in the US in 2005
• Unilever's New Study: "Winning the Hispanic Shopping Trip"
• Online Hispanics To Reach 20 Million By 2010
• The Year of Ethnic Media?
• How to Build the Best Hispanic Marketing Talent?

Census Estimates 43 Million Hispanics in the US in 2005
One third of U.S. residents was non-Hispanic white according to national estimates by race, Hispanic origin and age from the U.S. Census Bureau. In 2005, the nation's minority population represented 98 million, or 33 percent of the country's total population. Hispanics represent the fastest-growing group and continue to be the largest minority group at 42.7 million, with a 3.3 percent increase in population from July 1, 2004, to July 1, 2005.
Source: "Nations Population One-Third Minority", Census Bureau, May 10, 2006 Press Release

Unilever's New Study: "Winning the Hispanic Shopping Trip"
The Unilever Hispanic Shopping Trip Study shows that Hispanic consumers are less satisfied with their shopping experiences than the general market consumers according to Michael Polk, President, Unilever United States. Unilever's new shopper study examined the actual Hispanic shopper's activities, reviewing more than 3,600 diaries and store receipts from 799 participants in four of the largest Hispanic markets in the U.S. - Houston, Los Angeles, Miami and New York.
Source: "Unilever's Hispanic Market Study Uncovers New Shopper Insights Into the Nation's Fastest Growing Consumer Group", Hispanic Business, May 2006

Online Hispanics To Reach 20 Million By 2010
The new eMarketer report, titled "Hispanic Youth Online: Language and Culture Define Usage", indicates that Hispanics online will increase from 15.7 million Hispanics in 2005 to 20.9 million by 2010. According to the online market research company, 58 percent of Hispanic Web users are under 35 years old. Young people 24 and under represent 35 percent of all Hispanic online users
For an overview of this report, go to the eMarketer website.
Source: "eMarketer: Hispanics Online Will Pass 20 Mil.", MediaWeek, April 2006

The Year of Ethnic Media?
With minority markets accounting for almost a third of U.S. buying power, advertisers are looking seriously at ethnic audiences. It makes business sense to no longer ignore those niche markets. Spanish-language media are getting the most attention with over 280 million Hispanics, a bigger market than Canada. Spanish-language media accounted for just 4% of the $106.5 billion advertisers spent on TV, local newspapers and national magazines in 2005. New investments are moving into print to serve immigrants, making it more competitive and professional.
Source: "Media tune in to ethnic audiences", USA Today, April 2006

How to Build the Best Hispanic Marketing Talent?
As most savvy marketers try to reach the Hispanic market, the discussion over why marketers are doing such a poor job at targeting this group is just beginning. When companies want to market to a multicultural audience, experts agree that someone immersed in the Hispanic culture can have more insight. Multicultural professionals agree that their staff may not be Hispanic or speak Spanish however they need to understand the Hispanic marketplace.
Source: "Does It Take a Latino to Market to One?", CMO Magazine, March 2006

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