hispanic consumers infographic
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2013-04-29 Scarborough Hispanic Consumers InfographicTRANSCRIPT
Life Insurance Policy Holders62%
68%
46%
37%
46%
27%
65%
36%
TOTAL MILLENNIALS GENERATION X BABY BOOMERS
����� ���������������38%
52%
10%
30%
67%
3%
34%
56%
10%
41%
46%
13%
LIK
EL
IHO
OD
OF
HO
LD
ING
A L
IFE
IN
SU
RA
NC
E P
OL
ICY
CU
LTU
RA
L O
RIE
NT
AT
ION
NO
N-H
ISP
AN
IC
HIS
PA
NIC
�����H C OB C O
A C O
LEGEND
Hispanic Baby Boomers are 73% more likely to have life insurance coverage versus Hispanic Millennials.
Source: Scarborough USA+ Study, Release 2 2012 and
Scarborough/AHAA proprietary study based on Scarborough
Hispanic MMD, Release 1 2012. © 2013 Scarborough.
Hispanic Baby Boomers are
73% more likely than their Hispanic
Millennial counterparts to have life insurance policies.
Opportunity exists among all Hispanics for life insurance companies as they are overall less likely than non-Hispanics to be policy holders.
Smartphone Buyers
6% 6%
5%
8%
9%
10%
9% 9%
TOTAL MILLENNIALS GENERATION X BABY BOOMERS
����� ���������������35%
46%
19%
48%38%
14%
68%
13%19%42%
33%
25%
LIK
EL
IHO
OD
OF
BU
YIN
G A
NE
W S
MA
RT
PH
ON
E
CU
LTU
RA
L O
RIE
NT
AT
ION
Hispanic Millennials are twice as likely as Hispanic Baby Boomers to plan to buy a new smartphone in the next 12 months.
42% of Hispanic Baby Boomers have Bicultural Orientation. N
ON
-HIS
PA
NIC
HIS
PA
NIC
�����H C OB C O
A C O
LEGEND
W I R E L E S S S W I T C H E R S
Hispanic consumers are
77% more likely thannon-Hispanics to
plan to switch wirelessproviders in the next twelve months.
Source: Scarborough USA+ Study, Release 2 2012 and Scarborough/AHAA proprietary
study based on Scarborough Hispanic MMD, Release 1 2012. © 2013 Scarborough.
For more information on this study or
AHAA: The Voice of Hispanic Marketing, please
contact us at [email protected] or visit ahaa.org.
Haley Dercher • 646.517.1042 • dialog.scarborough.com
[email protected] • [email protected]
R E S E A R C H P A R T N E R S P O N S O R E D B Y
NO
N-H
ISP
AN
IC
HIS
PA
NIC
�����B I C U LT U R A LO R I E N TAT I O N
A N G L OC U LT U R A LO R I E N TAT I O N
H I S PA N I CC U LT U R A L
O R I E N TAT I O N
LEGEND
Travel: Foreign Trips
35% 36%
50%
44%
35%
41%37%
42%
TOTAL MILLENNIALS GENERATION X BABY BOOMERS
����� ���������������41%
31%
28%42%
36%
22%38%
28%
34% 43%
30%
27%
LIK
EL
IHO
OD
OF
TA
KIN
G F
OR
EIG
N T
RIP
S
CU
LTU
RA
L O
RIE
NT
AT
ION
Hispanic Baby Boomers are the most likely to have traveled outside the continental U.S. in the past three years. 40% more likely than non-Hispanic Baby Boomers.
Source: Scarborough USA+ Study, Release 2 2012 and
Scarborough/AHAA proprietary study based on Scarborough
Hispanic MMD, Release 1 2012. © 2013 Scarborough.
Hispanic consumers aremore likely to travel abroad than non-Hispanics. Hispanic Baby Boomers are
22% more likely than Hispanic Millennials
to travel outside the U.S.
Hispanic Generationaland Cultural Orientation Trends.Hispanic Generationaland Cultural Orientation Trends.
The value of understanding cultural orientation by generation.How can marketers identify the different business opportunities within the
generationally diverse Hispanic population? This custom study from Scarborough,
commissioned by AHAA and AARP, highlights how marketers can reach Hispanic
Millennials, Generation Xers and Baby Boomers more effectively by embracing
cross-generational differences and cultural orientation.
*Scarborough defines the different American generations as Millennials (age 18-29),Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).
MILLENNIALS
HISPANICCULTURAL
ORIENTATION
ANGLOCULTURAL
ORIENTATION
GENERATION X
BABY BOOMERS
3.5
3.6
3.7
3.7
3.5
3.8
Generation X stands out as having the highest Hispanic Cultural Orientation — a trait usually associated with Baby Boomers.
Not surprisingly, Millennials showed greatest orientation toward Anglo Culture.
Surprisingly, all Hispanic generational groups showed a degree of biculturality or “cultural duality”
cultural orientation Measures the affinity
and usage of certain dimensions of culture (e.g., food, music,
language, media consumption, celebrations). Provides
marketers with specific, concrete measures on what Hispanics
are adopting culturally across the Anglo and Hispanic cultures.
acculturation Relies on proxy variables, such
as language and place of birth, and is different from
cultural orientation.
Cultural Orientationby Hispanic Generational Segment
Source: Scarborough USA+ Study,
Release 2 2012 and Scarborough/AHAA
proprietary study based on Scarborough
Hispanic MMD, Release 1 2012.
© 2013 Scarborough.
Findings were statistically significant
between 90% – 99% confidence levels.
B R O U G H T T O Y O U B Y A H A A : T H E V O I C E O F H I S P A N I C M A R K E T I N G