ImpreMedia is proud to bring you En Breve, your intelligence brief on the US Hispanic market and media. ImpreMedia is the parent company of La Opinión, El Diario La Prensa, and La Raza, the leading Spanish-language newspapers.
In this issue, read about:
2005
Hispanic Opinion Tracker
People en Español released their findings from the fourth wave
of its comprehensive research study-the Hispanic Opinion Tracker (HOT).
The magazine interviewed, via telephone, a total of 8,000 consumers (6,000
Hispanics and 2,000 of the general population, for comparison) and asked
23 extensive acculturation questions to better understand the segmentation
of the marketplace-Hispanic Dominant (56%), Bicultural (23%) and U.S. Dominant
(21%). The results provide an all-inclusive look into Hispanic consumer
behaviors by acculturation and bring an end to the most talked about debate
in the marketplace-the language factor.
Source: “2005
Hispanic Opinion Tracker”, HispanicAd.com, July 2005
Latin
American Banks Expand into U.S. Market
Bancomer and another Latino-targeted financial institution,
Banco Popular, have big plans for Southern California. They aim to
challenge U.S. giants like Bank of America and Wells Fargo for the
hearts and checking accounts of Latino consumers -- and eventually
everyone.
Source: “Latin
American Banks Expand into U.S. Market”,
HispanicBusiness.com, August 2005
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The
25 Most Influential Hispanics in America
From music to politics to business, Hispanics are remaking America. TIME
presents 25 titans leading the Latino charge into the 21st century. The
country's largest ethnic minority, Hispanics promise to help remake America
in the 21st century as vitally as African Americans did in the 20th.
Source: "The
25 Most Influential Hispanics in America", Time.com, August 2005
Latin
Fans Ready to Dial Up Ringtones
The next growth spurt in the ringtone market very likely will have a
Latin flavor. Wireless operators are seeking new areas for growth and
see the urban Hispanic market -- dubbed "hurban" -- as a prime
target.
Source: "Latin
Fans Ready to Dial Up Ringtones", Yahoo News, August 2005
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*Scarborough Research, 2004 R2 **2004 US Hispanic Market Report
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Biggest
Game in Town
Marketers are chasing after Latino sports fans— and they’re playing
to win. Advertisers spent more than $3 billion in 2004 to market all types of
products and services to this demographic. The sports world is out to capture
a chunk of that change by intensifying its focus on the Hispanic audience—while
sports brands that fail to do so are making a “huge mistake,” according
to Mario Flores, founder of sports public-relations firm Sportivo.
Source: "Biggest
Game in Town", HispanicTrends.com, June 2005
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