Religion and US Hispanics

Over the last couple of months we’ve talked extensively about the Hispanic influence on politics. It seems only fitting that now we’d go into another often taboo subject: religion.

Sounds Delicioso: Nuevo Latino

To say that food and meals are important to Hispanic Americans is a bit of an understatement. It’s easy to find all sorts of studies and findings that talk about how highly freshness, quality, and nutrition are prioritized by Hispanic shoppers. We’re happy to report on a trend you’ll likely be seeing in your local grocery stores and restaurants—if you haven’t already taken part in it yourselves. While culinary “fusion” has been on the rise recently (Korean tacos anyone?) we want to focus on one particular aspect of that exciting change in tastes and flavors. That trend is Nuevo Latino fare.

Extra, extra! Read All About It! Hispanics and Print Media

Please forgive the title of this post—it just couldn’t be helped. Regardless, we’re excited to share some fascinating findings from the National Association of Hispanic Publications regarding the state of Hispanic print. You’ll definitely want to keep this deck around and share it with your marketing teams and media buyers.

Apple Mixes It Up… Again

Oh, my, Apple, seriously? AGAIN? A new iPad and MacBook Pro already? Aren’t they pushing their luck especially after letting new iPhone users know they’re going to have to shell out $30 for the adapter that will allow their new device to work with their old components? (At least the new iPad and the lil’ iPad use the new connector.)

The New Kings of Mobile?

In the long history of the touch-screen smartphone (less than 6 years), Apple has reigned supreme. It’s interesting to reflect on how far we’ve come in such a short period of time. Think for a minute about the most technologically advanced smartphone before the iPhone. Most likely it was a Blackberry device with e-mail capabilities, minimal web access, and a pixel-heavy display. And then there was the iPhone, and it was good. The iPhone brought us a level of quality we perhaps didn’t imagine possible. It had a camera—an actual camera—that took good pictures, not the grainy “oh that’s a picture?” images of the devices before it. Never mind that initially it dropped nearly 20% of phone calls. The iPhone launched a revolution in what we expect out of a device that is with us almost every minute of every day. 

A New Way to Pay

Have you heard about Google Wallet? This could very well revolutionize shopping as we know it. It’s no secret people have been relying more and more on their smartphones to improve the shopping journey, but we’re about to see an entirely new way to complete transactions, both online and in-store.

Where’s the Target?

If asked where most US Hispanics reside, you’d be safe to list the usual locations: California, Texas, Florida, &c. And you’d be absolutely right to do so. Eight of the top ten counties with the largest Hispanic populations are in those three states. Want to see something interesting? Check out the counties with the highest percentage of Hispanics. Texas goes ten for ten there. However, where things get really unexpected is when you look at the areas of the United States with the fastest growing populations of Hispanics. It’s understood the numbers here are not staggering. For instance, number one on that list has a growth rate of 1,740%, because Stewart County Georgia only had 79 Hispanic people in 2000. To achieve that enormous growth rate, they reached 1,454 in 2010. Still pretty impressive.

The takeaway as marketers and advertisers is to look outside the expected locations. We know Miami-Dade and LA County have enormous Hispanic populations, but places like Luzerne Count, PA, have a segment that is likely still settling in. This can also speak to where they are on the acculturation scale. If you have a program you’re about to execute in a major metropolitan area, be sure to not write off the outlying areas. Do a bit of research and see where else could be nearby pockets of your target audience.

Look Out for These Food Trends

Food affects nearly every aspect of our lives. We make food choices at least three times a day. That breaks down to 1,095 choices a year, and if you factor in a daily snack, the number increases to 1,460 choices. If you’re making meal decisions for your family, you can see how quickly that figure grows. Additionally, when you factor in the amount of money we spend on food on a weekly basis, it’s apparent what a powerful force food truly is in our lives. As marketers and advertisers, it’s important to know what’s happening and how to stay top of mind when stomachs growl.

Here’s an interesting list from the Supermarket Guru. It gives a good overview of what can be expected to increase in interest. From food prices to the sounds foods make, it’s a quick read that will give some new perspective on what to be on the lookout for if you’re marketing in the CPG industry.

If you have a minute or two, be sure to click through this slideshow of what families from around the world purchase and consume on a weekly basis. It’s a real eye opener. Do you see any of your brands in the photos?

Department of Strange Sorcery: The Hopper

Have you heard about this thing? It’s pretty awesome if you’re into TV—it’s pretty scary if you’re an advertiser who relies on TV commercials for your brand messaging. Basically it’s a DVR that completely… hops… over commercials.  No more fast forwarding over them, they’re totally not there.

A Note on Tone Regarding the Recession and Hispanics

A new study from the Pew Hispanic Center gives us some interesting insights on how US Hispanics feel about the recession. The majority (57%) feel the recession that started in 2007 has been harder on them than other groups. It goes on to explain in what specific areas they feel this way.