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Research Insights: Segment Hispanic Consumers by Acculturation for Effective Marketing

December 8, 2008 by anne

Two girls on swingNielsen PreView notes that Hispanics are 12% of the US population, and the majority (67%) are under age 35. The average Hispanic age is 26 versus the average Caucasian age of 39. As a result, certain categories are more relevant than others when it comes to targeting the Hispanic community.

Nielsen advises marketers who want to connect with America’s diverse Hispanic community to understand that there are three distinct segments to the U.S. Hispanic population, based on a scale of acculturation, from least acculturated, to bi-cultural to most acculturated.

You can view Nielsen PreView’s abridged study or access the complete study. You'll be asked to complete Nielsen's free registration process if you're not already a member. 

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December 9, 2008 by idigmovies, 1 year 8 weeks ago
Comment id: 27

If you are interested in buying the complete study, a friend gave me an old promo code that apparently still works - its a 25% discount on all studies on their site. Expo25

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