June 15, 2013
By Jose Villa / Sensis
My former colleague and respected Hispanic digital marketer Lee Vann recently wrote a rebuttal to my latest article on Hispanic digital behavior.
While I appreciate his spirited disagreement and do not disagree or dispute any of the data points he has shared in his article, they fail to make a compelling argument that because Hispanics continue to speak Spanish that they prefer to conduct their digital lives in Spanish, or consume digital content in Spanish. Read the rest of this entry »
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Posted by HispanicPro
June 15, 2013
By Carlos E. Cortés / Univision Insights
“Is the New Pope Latino?” — This is not a trick question, but an actual news headline that caught me by surprise. Read the rest of this entry »
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Posted by HispanicPro
May 25, 2013
By Louis Maldonado – partner, managing director / d exposito & Partners
The article from Andrés Ordoñez regarding NBC’s “The Voice” provided a helpful analogy to help illustrate the importance of cultural relevance regardless of language. It prompted me to offer another example from those same blind auditions, which I believe is a truly compelling example on the impact of cross-cultural influence and the increasingly global mindset that exists in today’s new America. Read the rest of this entry »
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Posted by HispanicPro
May 7, 2013
In a world of constant change, being culturally relevant and future-focussed is increasingly important. Culturally-connected brands can be nimble and operate in real time. When your brand is part of culture, not sitting on the surface, you stand a better chance of being noticed and loved.
But how exactly do you connect with something as amorphous as ‘culture’? And how do you know when you’re doing it right? Read the rest of this entry »
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Posted by HispanicPro
March 6, 2013
By Insight Tr3s
Young Latinos have always been more likely to live with their families in early adulthood – and that is especially true today. With the cost of living on the rise and the recession making stable jobs a scarce commodity, moving out can be a major financial risk. As a result, Hispanics 18 to 34 are delaying forming their own households. Currently, 45% reside with their parents. Read the rest of this entry »
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Posted by HispanicPro
February 26, 2013
By Nancy Morkovsky – Brand Planning Director, Richards/Lerma
Arguably, the most critical conclusion a brand or agency can make is an accurate definition of its prospective target audience. Defining the right target leads to clarity and focus, which leads to insightful and relevant creative, which in turn positively affects your client’s business. It sounds so simple, but with so many consumer segmentation models, new cultural buzzwords and the lingering ghosts of archaic language-based models, it can be challenging to pinpoint the “right” Hispanic consumer. Read the rest of this entry »
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Posted by HispanicPro
February 24, 2013
By Carlos E. Cortés / Univision Insights
In my last blog, I discussed the distinctions between ethnic — particularly Hispanic — heritage, identity, and culture. I ended by posing this question: beyond the sharing of a pan-Latino identity, does a U.S. Hispanic culture really exist? Or are Hispanic and Latino merely convenient umbrella terms for embracing the various U.S. ethnic cultures rooted in Spain and the different Spanish-American nations? Read the rest of this entry »
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Posted by HispanicPro
February 7, 2013
At the San Francisco Bay Area Interactive Group meeting last week, David Verklin (formerly of Canoe Ventures and Carat North America, currently with Calera Capital) discussed the future of our industry. Much of his focus was on the paradigm shifting as a result of other “sensors” creating new sources of data, while providing new avenues for ad delivery. His statement “Television is no longer a device, it is an experience,” got me thinking about how TV, as it is referred to by viewers younger than 18, will potentially drive the delivery of ad messaging across a number of platforms for many years to come. Read the rest of this entry »
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Posted by HispanicPro
January 9, 2013
It’s been said that the average American is exposed to 3,000 advertising messages a day, ranging from emails to billboards. With that kind of ad overload, it’s not too surprising that 76% of consumers think ads are very or somewhat exaggerated, according to a new study by Lab42. (Some 3% think ads are “very accurate.”) This week’s infographic is full of insights from the study, including ways that marketers can make ads more convincing and palatable to consumers. Read the rest of this entry »
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Posted by HispanicPro
January 4, 2013
The folks over at Ericsson ConsumerLab have identified the hottest consumer trends for 2013 and beyond. For more than 15 years, ConsumerLab has conducted research into people’s values, behavior and ways of using ICT products and services. Read the rest of this entry »
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Posted by HispanicPro
December 6, 2012
by Carlos E. Cortés – Professor Emeritus of History at the University of California, Riverside.
In my last blog I discussed the words, Hispanic and Latino. As I explained, while technically these terms can be construed as covering slightly different cohorts, in current practice they are generally used interchangeably. But those labels raise another issue. Read the rest of this entry »
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Posted by HispanicPro
November 20, 2012
by Zaida Granados / Guest Blogger at Zubination
I don’t need to tell you that Thanksgiving Day is around the corner. You must be receiving the daily email holiday coupons, constantly being TV-fed the holiday shopping sales…and let’s not forget receiving in the mailbox shoppers filled with pictures of plump turkeys and canned pumpkin. This is the one other holiday – aside from Christmas Day – that touches on all the consumer senses – and it’s those marked senses that drive sales for brands. What I find interesting about Thanksgiving Day, from an advertising perspective, is that Hispanic marketers have not fully tapped into the cultural differences of this American tradition. Read the rest of this entry »
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Posted by HispanicPro
November 16, 2012
During the XIII Annual Latin GRAMMY Awards, Univision Communications Inc. unveiled Generación América, a new empowerment platform dedicated to preserving and sharing the stories of Hispanics in America. This platform is part of Univision’s larger corporate strategy and celebrates the contributions Latinos have made to the United States as told through the stories of first, second, third generation Hispanics.
Developed in partnership with the Immigrant Archive Project, Generación América is a multifaceted initiative that includes video vignettes and events to highlight stories of individual achievement. From athletes to entertainers to everyday heroes, Latinos from all walks of life will share their journeys. Univision’s portfolio of television networks, local television and radio affiliates, as well its digital platforms, including UVideos, will feature Generación América vignettes. Univision will also leverage local stations to connect with the community and capture additional stories of Hispanics with the goal of creating an archive with stories from around the country. Read the rest of this entry »
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Posted by HispanicPro
October 27, 2012
By Felipe Korzenny, Ph.D.
When talking about US Hispanics marketers seldom explore socioeconomic level as it relates to their attitudes and behaviors. For me this is a most interesting relationship because if, for example, Latinos hold cultural attitudes in the same esteem regardless of their social standing, then one may conclude that one marketing approach may reach diverse types of Hispanics. Read the rest of this entry »
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Posted by HispanicPro
October 17, 2012
Univision Communications Inc. unveiled a new brand identity, symbolized by the introduction of a new logo that signifies its growth and transformation, and celebrates the culture of innovation built over the company’s 50-year history. Read the rest of this entry »
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Posted by HispanicPro
October 17, 2012
By Insight Tr3s
As Halloween draws near, we recognize the holiday’s sister, El Día De Los Muertos (Day of the Dead), which is quickly becoming a celebrated cultural draw among both Hispanic Millennials and non-Hispanic Millennials. In recent years, this cheerful Mexican holiday has formed part of school roster events providing American teens and twenty-somethings a window into our Hispanic culture. Read the rest of this entry »
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Posted by HispanicPro
October 13, 2012
The US Census Bureau reports that there were 50.6 million Hispanics in the United States in 2010; this represents 16% of the total US population. This is a 15 million increase over the 2000 population and represents 54.9% of the 27.3 million increase in the overall population (Ennis, Rios- Vargas & Albert, 2011). These census results have confirmed what researchers have been saying for many years: the Hispanic market segment is most certainly too big to ignore and will only continue to grow in size and importance over the years. It is predicted that their buying power will be approximately $1.3 trillion in just three years (Tsai and Li, 2012). Companies have now started to set their caps for this market but have quite a few challenges to contend with if they are to be successful. Read the rest of this entry »
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Posted by HispanicPro
October 10, 2012
BY Tr3s Insights
Latinos are the fastest growing fan segment of the football market. That’s right football, not fútbol. Although there are plenty of soccer-centric U.S. Latino sports fans, American football is growing in popularity among Hispanic Millennials. Read the rest of this entry »
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Posted by HispanicPro
October 5, 2012
BY Angela Rodriguez, Director of Strategic Insights at Alma
While some may point to the 2000 Census as the tipping point that brought Hispanics to the forefront of the American consciousness, I’d like to think it was Ricky Martin’s show-stopping performance at the 1999 Grammys and his subsequent #1 hit La Vida Loca that actually first made Hispanics appealing to Americans and proved to Hispanics that they no longer needed to be a silent minority. Read the rest of this entry »
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Posted by HispanicPro
October 4, 2012
As part of the network’s recently unveiled rebranding campaign, “The Power of T,” Telemundo Media announced the findings of The FAM Study (Familia Americana Moderna), a new study of the U.S. Latino population designed to explore the evolution of the Latino family and its impact on television viewing habits and family influence on purchase decisions in key categories. The study, conducted among over 1,000 Latino adults age 18 and older, also provides a better understanding of the multi-family and extended family phenomenon and explores the role of culture and the situational and selective preference for the use of Spanish. Key findings showed 86% of Latinos identified the “family” as core to their Latino identity; 81% stated that Spanish-language television preserves the language and culture in Latino families; and more than 60% of Latinos look for information and advice within their family across key product categories such as food, financial services and health products. Read the rest of this entry »
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Posted by HispanicPro
By Jose Villa / Sensis
