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As HispanTelligence recently reported Hispanic Internet media ad spend of $225.5M in 2008, a 25% increase vs YA, it is an opportune time to explore the question of what-is-next in Hispanic marketing.
As Terra USA has the enviable position of fielding a high volume of research requests from agencies and clients nationwide, one trend worth noting is the increased interest in country of origin research. Further refinement is possible by recognizing similarities and differences of the 20+ Spanish-speaking countries from which Hispanics claim their origin.
Demographic Differences by COR
Examples by Hispanic Origin are readily apparent.
- Foreign Born: 39.9% of Mexican origin vs 66.1% of Salvadoran origin
- Immigrants that are U.S. Citizens: 21.9% of Mexican origin vs 57.4% of Cuban origin
- Median Age: 25 years old for Mexican origin vs 40 for Cuban origin
- Home Ownership: 27.9% for Dominican origin vs 61.1% for Cuban origin. 1
This 15-year difference between the median age of Mexican COR (A25) and Cuban (A40) origin is just one example of the degree of variance from the overall Hispanic demographic, in this case 27 years old as median age for Hispanics overall.
Regional Dispersion
Of particular relevance to marketers with geo-targeted campaigns are areas within the U.S. populated by a particular COR.
- Salvadoran: 38.5% live in California, 13.9% live in Texas
- Puerto Rican: concentrated in the Northeast, mostly in New York, and in the South, mostly in Florida
- Dominican: 80.3% live in the Northeast, and more than half (52.4%) live in New York
- Cuban: 68.7% live in Florida
- Mexican: 37.6% live in California, 25% live in Texas. 2
The Internet, being the most targetable medium, is actually ideal for COR geo-targeting.
Within our Terra.com Hispanic Syndicated Study by comScore ’08, we determined that the #1 COR among US Hispanics is actually the United States (48%) followed closely by Mexico (43%).
Question: What is your country of origin or descent? If you were born in the U.S., we would also like you to choose the country or countries from which your Latino or Hispanic identities originate.
Chart #1
Country of Origin by DMA, Top 14
Hispanic Internet Users
Terra.com Hispanic Syndicated Study by comScore ‘08
The information from Chart #1 crossed by DMA from our Study yields interesting findings for marketers looking to leverage COR insight.
Country of Origin by DMA - Highlights among Los Angeles, Chicago, New York, Miami & Houston DMA’s
- COR Mexico is almost equally dispersed among Los Angeles (64%), Chicago (65%) and Houston (66%)
- Miami, known for its diversity, contains several top COR’s: Cuba (35%), U.S. (30%), Spain (12%), Colombia (11%), Venezuela (11%), Puerto Rico (11%) and Dominican Republic (8%)
- New York contains the most Puerto Rican COR (36%). 3
Our aforementioned research adds color to Chart #2’s top US States by Buying Power of Hispanic Consumers by showcasing top COR’s by region, easily targetable online.
Chart #2
Examples of Identifying and Applying Country of Origin
La Comunidad’s “Bus” campaign for the brand Cyloop is a Silver Award Winner of the Hispanic Creative Advertising Awards 2009 – Advertising Age, and serves as an excellent example of how to identify COR; in this case the Argentinean accent gives it away (http://www.youtube.com/watch?v=kliQaLAze3E). This particular example is noteworthy in that one can employ COR within the campaign (accent), yet make it applicable to all Hispanics, as humor speaks a universal language.
Of course, top Hispanic publishers abound with opportunities to target by COR. Terra’s most recent press release, Mexico vs. USA World Cup Qualifier Match Receives Over 360,000 Streams at Futbolestelar.tv was highly sought after by advertisers with COR Mexico in mind.
Further COR Research, Readily Available & Refreshed 24x7
While the Hispanic market is anxiously awaiting the results of the 2010 U.S. Census which will undoubtedly cause revisions in Hispanic population projections, marketers can simply turn to Terra which is built for COR targeting by definition, being 19 regional portals in 18 countries, for insights by country.
Terra.com, targeting US Hispanics from all COR’s, is particularly suitable as an ideal source of breaking news, featured artists, and online communities by COR. For example, Terra’s Latin American News Channel recently covered the challenges facing the Honduran government, inflation in Mexico, and Bolivia’s President Evo Morales inviting Miss Peru to a famous yearly indigenous carnival, “la diablada”, in Oruro, Bolivia and more all on its channel home page.
Be a Smart Marketer. Winners of creative advertising awards readily employ country of origin messaging; imagine what it can do for your brand. Our entire Terra.com Hispanic Syndicated Study (http://www.terra.com/advertise/in-the-news057.html) is available by country of origin results and crosstabs, as the COR research in this article is just a small portion of what is actually available. In addition, one can obtain a taste of country of origin by visiting news and entertainment coverage by country readily available online.
Terra USA Research would like to thank all clients that request for our research, and look forward to seeing what-is-next within your campaigns, either COR specific or Hispanic as collective target.
1.) Pew Hispanic Center. Hispanics of Mexican/Cuban/Dominican/Puerto Rican/Salvadoran Origin in the United States, 2007. Pew Research Center. Sep ‘09
2.) Pew Hispanic Center. Hispanics of Mexican/Cuban/Dominican/Puerto Rican/Salvadoran Origin in the United States, 2007. Pew Research Center. Sep ‘09
3.) Terra.com Hispanic Syndicated Study by comScore for Terra USA
By Natasha Funk
Published: October 09
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