Claritas-2020年拉美裔营销报告（英文）-2020.12-22页_2mb

2020 Hispanic Market Report Summary

Core Content Overview

The 2020 Hispanic Market Report highlights the significant role of the U.S. Hispanic population in shaping the future of the American market. As one of the fastest-growing demographics, Hispanics are not only a key consumer group but also a major driver of economic growth. The report provides insights into their population trends, cultural characteristics, spending habits, and digital behaviors.

Key Statistics and Trends

• Population Growth:

  • Hispanics make up 19% of the U.S. population and are projected to grow to 69.5 million by 2025.
  • They account for 56% of the U.S. population growth since 2000 and are expected to drive 62% of the population growth through 2025.
  • The non-Hispanic White population is declining, while the Hispanic population is expanding rapidly.

• Demographics by Generation:

  • 23.4% of U.S. Millennials and 27% of Gen Z are Hispanic.
  • Hispanics are younger on average than other ethnic groups, and their spending power is increasing as they move into prime spending years.

• Geographic Distribution:

  • The Hispanic population is concentrated in major cities such as Los Angeles, New York, Houston, Miami, Dallas, Chicago, and San Francisco.
  • Significant growth is also observed in Phoenix, Washington, D.C., Orlando, Philadelphia, and Tampa-St. Petersburg.

• Socioeconomic Status (SES):

  • Higher education levels are strongly correlated with higher household incomes, especially for Hispanics.
  • A post-graduate degree increases the likelihood of earning over $250,000 per year by 9x compared to those with only a high school diploma.
  • Hispanic households with a college degree are 4x more likely to earn between $100,000 and $250,000 annually.

• Aggregate Household Income:

  • In 2020, the aggregate household income of Hispanics in the U.S. totaled $1.285 trillion.
  • They are the largest and highest-spending minority group in the U.S., with annual spending estimated at $978 billion.

Cultural and Linguistic Complexity

• Not a Homogeneous Group:

  • Hispanics come from various countries and speak different dialects of Spanish.
  • They integrate cultural traditions from their countries of origin, which influence their purchasing behaviors.
  • 63% of Puerto Ricans in the U.S. are more acculturated (HA1s and HA2s), while 36% of Cubans are less acculturated (HA4s and HA5s).

• CultureCode® Hispanicity™:

  • This metric measures the degree to which Hispanics retain elements of their culture while adopting American values.
  • In 2020, 46% of the U.S. Hispanic population were classified as more acculturated (HA1s and HA2s).
  • Hispanicity™ segments include:
    • HA1 (Americanizado): English dominant, born in the U.S., few Hispanic cultural practices.
    • HA2 (Nueva Latina): English preferred, born in the U.S., some Hispanic cultural practices.
    • HA3 (AmBi-Cultural): Bi-lingual, immigrant as child or young adult, many Hispanic cultural practices.
    • HA4 (Hispano): Spanish preferred, immigrant as adult, 10+ years in the U.S.
    • HA5 (Latinoamericana): Spanish dominant, recent immigrants, primarily Hispanic cultural practices.

Digital Behavior and Marketing Insights

• Digital-Savvy Consumers:

  • Hispanics are highly active on social media platforms like Facebook, Instagram, and Snapchat.
  • They use these platforms not only for entertainment but also for product reviews, education, and exclusive offers.
  • Hispanic Millennials are 41% more likely to buy pet supplies and 44% more likely to buy flowers online than average Millennials.

• Streaming and Mobile Usage:

  • Hispanics spend more time on streaming services and use mobile devices as a primary source of entertainment.
  • They are 17% more likely to view the internet as their main source of entertainment and 16% more likely to use their mobile phone for this purpose.
  • 34% more likely to watch live TV on their mobile phone, 18% more likely to stream via Amazon Prime, and 14% more likely to stream via Netflix.

• Mobile Banking Preference:

  • Hispanics are 16% more likely to use their phones for day-to-day banking transactions.
  • They are more open to mobile banking apps than online banking, especially due to their younger age and tech-savviness.

Marketing Recommendations

• Cultural Relevance:

  • Businesses should go beyond being in-language and focus on being in-culture and culturally relevant.
  • Marketing to Hispanics should reflect their cultural values and traditions, especially for older and less acculturated segments.

• Targeting Strategies:

  • Use CultureCode® segments to identify specific consumer preferences and tailor marketing efforts accordingly.
  • Leverage social media and mobile platforms to connect with Hispanics, especially for product research, reviews, and promotions.
  • Incorporate exclusive offers and discounts in marketing campaigns to appeal to their tendency to seek bargains online.

• Economic Impact:

  • Hispanics are a major contributor to consumer spending growth and are "Good for Business Growth".
  • Companies that ignore the Hispanic market risk missing out on a fast-growing and influential audience.

Claritas and AMDS Insights

• Claritas is a data-driven marketing company with 10,000+ demographic and behavioral indicators, providing marketers with deep insights into multicultural segments.
• The Claritas AMDS (American Mainstream Demographics System) offers multicultural insights to help shape smarter marketing plans and increase ROI.

Conclusion

The U.S. Hispanic population is a key demographic that is expected to grow significantly in the coming years. Their cultural diversity, digital habits, and economic influence make them a critical audience for businesses. Marketers should focus on cultural relevance, digital engagement, and tailored messaging to effectively connect with this group and capitalize on their growing impact on the American market.