MERCADEO Versión en español
Barbara Nelson From Acxiom: 5 Hispanic Market Segments You’ve Likely Never Heard Of
Liz Unamo| 8 de junio de 2017
La mayoría de los hispanos hace compras online
Barbara Nelson, Senior Manager of Product, Segmentation and Geospacial at Acxiom, wrote an article in MediaPost on the five segments of the U.S. Hispanic market that must be taken into account when working with this demographic group. “By discovering the commonalities and distinctions among Hispanic consumers, exploring their rich personalities and discovering more about their attitudes, behaviors and motivations today’s savvy marketers can identify business opportunities and optimize campaign performance” said Nelson.Nelson explains that to reach this consumer segment successfully, it is important to recognizethe nuanced differences within the Hispanic community. This leads the executive to present five sub-segments that must be considered within this great diverse market, each one classified according to marketing opportunities and ages: Anticipating Opportunities (average, 38 years old), Bright Horizons (43 years), Hardworking Homeowners (over 50), Special Treats (46 years old) and Achieving Ambitions.Most make online purchases. 33% of the first group are doing to men, most are single (67%) and have their own homes (64%). They are making important plans for the coming year, many intend to get married, buy a hybrid vehicle, and add a security system to their home. They research online before they buy, heeding reviews written by their peers. The second is predominantly female and 65% are single, and many make four domestic air trips annually and make travel reservations online, as well as many of their purchases. The third has good incomes and is preparing for the future. The fourth has above-average incomes and likes to treat themselves to luxuries, 72% own homes. And the last group is more than three times as likely as the average Hispanic to be small-business owners. They are predominantly female and married, who have made the most of their high school education. They have upper-middle incomes and solid net worth. Many carry a mortgage and auto loan. They spend their leisure time with photography or boating.
