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This monthly digest is written primarily for the staff of UC Cooperative
Extension. It is produced by the staff of ANR's News and Information Outreach in Spanish (NOS) based on news reported by mainstream news media and reputable
research institutions. Inclusion in the digest does not imply endorsement,
nor does SBMS assume responsibility for the veracity of the information.
We invite our readers to refer to the source to read more of each particular
brief; we'll try to always include a link.
Marketers are missing acculturated Hispanics
English-speaking Hispanics represent two-thirds of Hispanic Boomers, and marketers are missing this segment by using language as their defining characteristic, according to a press release by Focalyst, a specialty practice of the U.K. research agency Millward Brown. The release says marketers are relying on their mainstream communication to reach English-speaking Hispanics. However, experts are starting to realize that messages aimed for the general market may not be resonating with more acculturated Hispanics. A Focalyst executive suggests marketers look beyond language and understand the demographic, attitudinal and behavioral differences within the Hispanic Boomer market. Some characteristics given for Hispanic Boomers: -
Employment is about equal to the general market, but income is about 23 percent less -
They live in larger households than the general market -
They are more likely to be a caregiver for a family member -
Many provide substantial financial support to someone outside their homes -
Despite experiencing more negative life events and not having the educational and financial advantages of the general market, Hispanic Boomers have positive attitudes Source: Focalyst, "English Speaking Hispanics Represent Two-Thirds Of Hispanic Boomers, and Exhibit Key Intrinsic Differences From not Only the General Market but Amongst Themselves", February 5, 2008, http://www.focalyst.com/
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Latino Briefs
Digest was prepared by the staff of ANR’s News and Information Outreach in Spanish: Myriam Grajales-Hall, Program Manager; Lisa Rawleigh, Administrative Assistant. Guest Editor, Jeannette
Warnert, Public Information Representative/Web Content Coordinator.
Send comments to: Myriam Grajales-Hall, myriam.grajales@ucr.edu,
(951) 827-4397. |
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