News survey by New American Dimensions finds seven segments; acculturation and lifestyle are key drivers
LOS ANGELES, March 10, 2008 – In a just-released study, New American Dimensions, LLC reveals what drives Hispanic identity, purchasing decisions, lifestyle choices, and marketing preferences.
The study consisted of a 30-minute telephone survey of 1,000 Hispanic respondents between the ages of 18 and 64 and included people at all levels of acculturation, identifying factors that are driven by acculturation and factors that are not. The study divides the Hispanic market into seven distinct segments:
• Just Moved In’rs: Recent arrivals, Spanish dependent, struggling but optimistic
• FOB’s (Fashionistas on a Budget): Spanish dominant, traditional but striving for trendy
• Accidental Explorers: Spanish preferred, not in a rush to embrace U.S. culture
• The Englightened: Bilingual, technology savvy, driven, educated, modern
• Doubting Tomáses: Bilingual, independent, skeptical, inactive, shopping uninvolved
• Latin Flavored: English preferred, reconnecting with Hispanic traditions
• SYL’s (Single, Young Latinos): English dominant, free thinkers, multicultural
The study also identified Hispanic socio-political attitudes that can help marketers – and presidential candidates – determine what drives Hispanic decisions. Some findings include:
• 72% of Hispanics feel that immigrants should learn English if they plan to stay in this country. Interestingly, 80% of immigrant respondents agreed with this, compared to only 60% of the U.S. born.
• Three-quarters of Hispanics definitely intend to make sure that their children speak Spanish. Though there were differences – 81% of immigrants versus 66% of the U.S. born agreeing with this – learning English and passing on Spanish are both priorities.
• Half of respondents felt that the U.S. media does a poor job of showing the Hispanic experience in America. Additionally, six in ten said that they would go out of their way to buy from companies that support Hispanic issues such as immigration.
• Only six in ten Hispanics own a personal computer, and only half have home access to the internet. There were big differences by acculturation. For instance, five in ten immigrants have a computer and four in ten have internet access. The number increases to seven in ten and six in ten respectively for the U.S. born.
"Clearly a generational approach to acculturation is the most effective way to segment the Hispanic market." said David Morse, President and CEO of New American Dimensions, which provides customized multicultural consumer research. "However, it’s impossible to generalize and say that acculturation or language preference drives all purchasing behavior. The Hispanic market is multi-dimensional and an acculturation approach is useful, but doesn’t pull out the nuances you need to tell the whole story."
The results of the study can be found on the company’s website at http://www.newamericandimensions.com/. Additionally, the survey results will be presented on Tuesday, March 11 at the Multicultural Media expo
For more information on the study or to arrange an interview with David Morse, please contact Susanna Whitmore at 310-670-7835 or email susanna@nadllc.com