2020年拉美裔营销报告.docx

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1、It is incredible to think we are three quarters of the way through 2020, one of the most challenging years our country has experienced in the last decade. A year which has been especially challenging for U.S. Hispanics who have been disproportionately impacted from a health and economic standpoint.

2、I believe that Hispanics, resiliency, incredible work ethic, and strong cultural connections will be key to them thriving individually and collectively as a community over the next few years.Today, Hispanics make up 19% of the U.S. population and nearly a quarter of the youngest generational cohorts

3、, the Millennial and Gen-Z consumers. Hispanics are by far one of the fastest-growing segments of the American population accounting for 56% of the growth over the past two decades, adding 5,170,926 people during this period. The growth trend will continue into the foreseeable future as Hispanics ar

4、e projected to drive 62% of the population growth through 2025.The economic environment this year has forced companies to adapt, many pivoting to reach consumers digitally. Hispanics, who are digital-savvy consumers, quickly adapted their way of connecting with each other and the way in which they s

5、hop. They have been strong users of social media and streaming services for several years now. We are also seeing Hispanics leverage social media to seek shopping advice. Businesses seeking to connect with Hispanics online should go beyond simply being in-language, they should also focus on being in

6、-culture and culturally relevant.The fact is Hispanic consumers are driving consumer spending growth in this country, and they should be associated with economic growth. Hispanics are in their prime spending years and will be major contributors of consumer spending growth for years to come. In 2020,

7、 Claritas estimates the aggregate household income of Hispanics in the U.S. totals $1,285 Trillion. Hispanics, with their increasing buying power and influence, are impacting many industries-from financial services, telecommunications, and consumer packaged goods to automotive and tech companies.Com

8、panies that plan to reemerge and grow in 2021 would be wise to include Hispanic consumers in their strategic business growth plans. Hispanics are critical to our countrys recovery, and they will be major drivers for our growth and expansion over the next 5-10 years. Simply put, Hispanics are “Good f

9、or Business Growth”.O identify deliver optimizeI hope you find value in The Hispanic American Market Report. May you have a strong finish to 2020 and ride that momentum into a successful 2021!In Gratitude,David F. MesasA claritasCopyright 2020 Clanus. LLC. Confidcneoi and propnctary.CultureCode HISP

10、ANICITYHispanicity is a Claritas CultureCode measuring the degree to which people of Hispanic heritage in the United States retain elements of their Hispanic culture, while they acquire elements of the American culture. Hispanicity can be dimensionalized by various characteristics, including country

11、-oborigin, life stage, socioeconomic status, income, media usage and a variety of shopping behaviors.CultureCode applications are used to segment consumers by cultural group, helping you understand preferences and usage across culturally diverse segments to realize market share gains. CultureCode se

12、gments helps you identify specific channels based on preference by cultural group; tailor stores to consumer preferences within a trade area or market; and determine the long-term potential of consumer segments by comparing growth and potential across product categories.In 2020, 46% of the U.S. Hisp

13、anic population classified as being more acculturated (HAIsand HA2s).Source: Claritas AMDS 2020Adoption of mainstream societys values and beliefsRetention of values and beliefsfrom ones own cultureHA1HA2HA3HA4HA5(Americanizado)(Nueva Latina)(AmBi-Cultural)(Hispano)(Latinoamericana)17.1%29.5%25.8%15.

14、1%12.5%English dominant (neariy no Spanish); Born in US;3rd+ generation. Few Hispanic cultural practices.English preferred (some Spanish); Born in U.S.; 2nd generation. Some Hispanic cultural practices; often retro- acculturate”.Bi-Lingual (equal or nearly); Immigrant as child or young adult. Many H

15、ispanic cultural practices.Spanish preferred (some English); Immigrant as adult; in U.S. 10+ years. Pre-dominant Hispanic cultural practices.Spanish dominant; Recent immigrant as adult (less than 10 years ago). Primarily Hispanic cultural practices. Identify with home country more than U.S.Hispanici

16、ty Acculturation Segments by Country of OriginCuban AmericansCuban Americans HA1 Cubans HA2 CubansHA3 Cubans HA4 Cubans HA5 Cubans HA1 Mexicans HA2 MexicansHA3 Mexicans HA4 Mexicans HA5 MexicansCountry of Origin MattersMore than 63% of Puerto Ricans in the U.S. classify as more acculturated. These i

17、ndividuals, known as HA1s and HA2s, prefer to speak English and have few Hispanic cultural practices. On the other hand, 36% of Cubans in the U.S. classify as less acculturated. These individuals, known as HA4s and HA5s, prefer to speak Spanish and are immigrants who maintain many Hispanic cultural

18、practices.Puerto RicansDominican Americans HA1 Puerto Ricans HA2 Puerto RicansHA3 Puerto Ricans HA4 Puerto Ricans HA5 Puerto Ricans HA1 Dominicans HA2 DominicansHA3 Dominicans HA4 Dominicans HA5 DominicansMexican AmericansTotal U.S. SES 2020Total U.S. SES 2020Total Hispanic SES 2020 SES ASES BSES CS

19、ES D SESESocioeconomic Status (SES) AttributesSES A (Upper Class) - HHs with over $85K/yr, 4-year college or graduate degree, own housing, professional occupationsSES B (Upper-Middle Class) - HHs between $50K-$120K/yr, some college or higher education, own housing, professional occupationsSES C (Mid

20、dle Class) - HHs between $30K-$75K/yr, high school graduate to some college, skilled labor or service workerSES D (Lower-Middle Class) - HHs between $15K-$35K/yr, high school or lower education, rent housing, service or labor workerSES E (Lower Class) - HHs below $20K/yr, less than high school educa

21、tion; rent housing, labor or service worker or unemployedHispanicity Acculturation Segments by Socioeconomic Status Upper Class Upper-Middle ClassHA1 Middle Class Lower-Middle Class Lower ClassHA2HA2HA4A claritasFor more multicultural consumer insights, visit 13HA5CopyKgM ?2020 CUiriUis, LLC. ConMen

22、lUil and proprieury.400Hispanic HH Income by Level of Education300I 2001000 $250KS49.9KS74.9K$99.9KS249.9K400Non-Hispanic White HH Income by Level of Education High school graduate Any college College graduate Post graduateHow does level of education improve earning potential for Hispanics?The graph

23、 shows evidence that a college degree and especially a post-graduate degree significantly improves the earning potential for Hispanic households, even more so than for non-Hispanic White households. In fact, Hispanic households with a post graduate degree are 9x more likely to earn over $250,000 per

24、 year than Hispanic households that only have a high school diploma. Hispanic households with a college degree are 4x more likely to earn between $100,000 and $250,000 per year than Hispanic households that only have a high school diploma. High school graduate Any college College graduate -Post grad

25、uateHigher education levels are strongly correlated with higher household incomes, especially for HispanicsHispanic households who have a post graduate degree are 9x more likely to be in the top income bracket (S250k* per year) than Hispanic households who only have high school diplomas. When lookin

26、g at non-Hispanic White households, we see that theyre only 7x more likely within the same context.How does level of education improve earning potential for Whites?The graph shows evidence that a college degree and especially a post graduate degree significantly improves ones earning potential. For

27、example, White households with a post graduate degree are 3x more likely to earn between $100,000 and $250,000 per year than their peer households who only have a high school diploma. Also, the earnings gap between college graduates and those with less education is much wider than households with co

28、llege degrees and those with post graduate degrees.Source: Clarita免 AMDS 2020 An index of 100 is the average for a U.S. householdA claritasFor more multicultural consumer insights, visit 14Copyright t：2020 CUirHas, LLC. Confidential and proprieUry.Today, the aggregate household income for Hispanics

29、is $1.285TDue to Hispanics being in their prime spending years, they are a major driving force to the economy. In fact, the annual aggregate Hispanic household spending in 2020 is projected to be $978 billion. That makes Hispanics the single largest and highest-spending minority group in the U.S. An

30、y company marketing to U.S. consumers would be ill-advised to ignore the U.S. Hispanic community.Average Annual Household ExpendituresSpending at Auto Parts & Service RetailersHispanic households spend 15% less on vehicle services (lube, oil change) and 13% less on tune-ups. However, Hispanic househ

31、olds spend 18% more than the average household on motor oil and 9% more on coolant, additives, brake and transmission fluids - indicating that Hispanics are purchasing these products directly and servicing their own vehicles, rather than paying a service provider. This makes Hispanics an excellent t

32、arget group for automotive aftermarket retailers.Average SpendingPer Hispanic HouseholdSpending at Grocery StoresWhen looking at grocery stores, Hispanics index the highest for bargain shopping at Food 4 Less. Also, the more accultured tend to shop at Costco and Whole Foods, but the less acculturate

33、d tend to shop at Publix.A claritas80 Auto ProductsAuto ServicesMotor Oil Coolant, Lube & Oil Motor Tune-Up Additives, Brake Change& TransmissionFluidsGrocery Stores Visited By Hispanicity 600 Whole Foods Market Costco Wholesale Walmart Food 4 Less PublixFor more multicultural consumer insights, vis

34、it 15Source: Claritasa AMDS 2020CopyngM 2020 ClarHas, LLC. Confidential and proprietary.Hispanics are 41% more likely to connect with brands through social media and they are using it for more than entertainment.When looking at the major social media sites, we see that Hispanics index highest for Fa

35、cebook, Instagram and Snapchat Hispanics turn to these sites not only to be entertained, but to be informed and educated. For example, when looking at reasons why Hispanics visit social media, we see that they are 25% more likely to visit a social media site to review products or services and Hispan

36、ic Millennials are 46% more likely. When considering these facts, businesses may want to consider updating their products and services section on their social media profiles to best connect, inform and educate Hispanics about their offerings and maximize their potential to steer traffic to their web

37、site.I like to connect with brands throughsocial-networking sitesSUO=M.EwnpvoEedszHispanics are a digital-savvy group, who increasingly embrace mobile and social media platforms. They are also far more receptive to mobile advertising compared to the general population. Ignoring the needs of Hispanic

38、s, particularly Hispanic Millennials means missing out on an enormous audience (by far the fastest- growing segment of the population).Hispanics seek out exclusive offers, coupons and discounts online via deal sites and social media.I visit or use social media sites to receiveexclusive offers, coupo

39、ns or other discountsWhen looking at internet sites visited/apps used in the past 30 days, we see that Hispanics indexed highest for Craigslist, eBay, Coupons , Groupon and RetailMeNot. This suggests that Hispanic consumers prefer to seek out exclusive offers, coupons and discounts online via bargai

40、n sites. In fact, Hispanic Millennials are 19% more likely than Gen X Hispanics to use their mobile device to find coupons online. Not only do Hispanics like visiting sites that offer discounted products, Hispanics also tend to visit social media sites to find additional exclusive offers, coupons an

41、d discounts. When considering these facts, it would be wise to launch marketing campaigns to Hispanics that incorporate exclusive offers within the messaging.8 7 6SU2=M E wnpa euedsz10477Very Somewhat Not very Not at all important important important important14012010080 x a60 1Hispanic (Counts) His

42、panic (Index)Source: Claritasi AMDS 2020A claritasFor more multicultural consumer insights, visit 16CopyrgM ?2020 Claritas, LLC. ConHA5) prefer to watch Telemundo and Univision. When comparing Telemundo vs. Univision, we see that HA1 through HA4 individuals prefer to watch Telemundo and HA5 individuals prefer to watch Univision.Source: Clarita蝙 AMDS 2020A claritasFor more multicultural consumer insights, visit 17CopyrigM ?2020 CluritAS, LLC. ConMMUil and proprieury.Ways used Internet/apps in pa