As the 2008 presidential nomination is just around the corner, perhaps we can glean an indication of where the candidates stand among US Hispanics by examining their politically related online behavior. Hispanics (USH) closely mirror General Market (GM) in many of the examined political activities. Key findings of Hispanic political psychodemographics are examined in comparison to General Market, as well as driving forces behind their politically inclined behavior. Marketers are also encouraged to familiarize themselves with the Hispanic demographic, to determine the extent to which it impacts their brands.

The following Democratic and Republican presidential candidates use their websites as important outreach tools.

Chart 1:

US Hispanic Unique Visitors to Democrat and Republican Candidate Campaign Sites; Source: comScore Media Metrix, US Hispanic Service, Sept 07 (campaign sites from Wikipedia)

Of the 17 candidates mentioned above, only Barack Obama reported US Hispanic visitors during Sep 2007, reaching 25,000 unique visitors. The number of USH unique visitors to the other candidate sites were too small to be reportable.

Although Hispanics are not flocking to individual candidate campaign sites, Obama notwithstanding, they do exhibit near General Market behavior when it comes to political activity online.

Chart 2:

Political Activity and Outlook, US Hispanic versus General Market, Age 18+; comScore Media Mertrix, Plan Metrix, Winter 2007

According to Chart #2, Hispanic adults are as likely to be registered to vote as General Market (51% versus 52.1%, respectively). Also, 21.4% of Hispanics have contacted an elected official in the past 3 years. Nearly 1 out of 5 Hispanic adults have visited general news websites for political information.

In addition, Hispanics flex their buying power, forecasted to reach over $1 trillion by 2010, by donating money to political candidates (5.7%), political parties (6%) and special interest groups (6.8%) within the past 3 years, according to Chart #2.

As for party affiliation, Obama’s stand out performance from Chart #1 is partially explained by Hispanics leaning more towards the Democrat party (36.3%) than GM (30.2%). Hispanics also tend to be less ‘very conservative’ than GM, 7% versus 12% respectively, citing Chart #2.

It is their politically related activities coupled with the sheer number of Hispanic voters overall that have caused the press to call this term the ‘Golden Age’ of Hispanic political power. For example, 28% of the population of New York City is Hispanic, second only to non-Hispanic Caucasian at 34%. 1

The top 3 issues that concern Hispanic New Yorkers are closely related with their demographic profile in comparison to GM: 1) public education, 2) affordable housing and 3) job creation. 2 Hispanics are particularly concerned with public education for their children since 51% of overall Hispanic population growth is driven by births, compared to 49% of Hispanic population growth by immigration. 3 Affordable housing is also of interest since Hispanics have larger households (3.6) versus GM (2.6). 4 Finally, job creation is important since Hispanics are less likely to have reached retirement than GM, and Hispanics are more likely to be employed (66%) versus non-Hispanic Whites (63%). 5

A top issue directly impacting Hispanics overall is, of course, immigration. And their voice will be heard at the ballot box.

“I love this country and I believe most Americans are proud of the country’s history of immigration,” said Maria Castro as she filled out her naturalization application in Houston. “Yet the harsh and negative tone of the recent immigration debate made me realize that a few angry people that are wrong can stand in the way of what is right. Now it is my turn to make my voice, and my vote, heard. I plan to help change America for the better the old-fashioned way: through the ballot box,” concluded Castro. 6

Hispanics have also exhibited initiative in ramping up their political knowledge, with 1 in 5 visiting a general news site for political information. As the driving force behind overall population growth in the US, as well as sheer numbers, it is encouraging to see that in many instances Hispanics are very close to GM in terms of political activity.

A new partner channel within Terra has been gaining in popularity since its launch. It is aimed at helping US Hispanics empower themselves online. Terra’s GobiernoUSA.gov channel (http://www.terra.com/gobiernousa/), is a site with quality content from the US Government, in English and Spanish, ranging from in-depth coverage of the political process to tips on fire safety, mortgages and financial assistance.

Be a Smart Marketer. Recognize Hispanic political accomplishments and the reasons driving their involvement. Hispanic concerns, such as education, are directly tied to particular characteristics of their demographic. Likewise, determine how the unique characteristics of the Hispanic demographic profile impacts your brand. Political candidates and marketers alike cannot afford to ignore Hispanics since they are the largest online and offline minority. Hispanics may well sway the 2008 presidential election. Imagine the Hispanic population as one large swing state whose vote could determine who will be elected the next US President.

1.) AM New York. Hispanics Flex Political Muscle. 10/10/07 as sourced by HispanicTrending.net.

2.) AM New York. Hispanics Flex Political Muscle. Citing Hispanic Federation Survey 2005. 10/10/07 as sourced by HispanicTrending.net.

3.) Synovate. US Diversity Markets Report. 2006

4.) Synovate. US Diversity Markets Report. 2006

5.) Synovate. US Diversity Markets Report. 2006

6.) American Chronicle, Hispanics Flex Political Muscle, 7/15/2007 (as quoted by hispanictrending.net)

Watch for even more exciting Terra initiatives in 2007! To learn more about how you can reach Terra.com's quality audience with your marketing message, call us at 212-354-2700. Visit http://www.terraknows.com.

By Natasha Funk Published October 31, 2007. If you missed past issues of Terra’s Smart Marketer Series and would like to obtain them, please send an email to: smartmarketer@terra.com.