Bilingual Hispanics Media Use

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When Hispanics turn on their televisions over half of them are tuning into an English language show. Read how Bilingual Hispanics live with ease in both worlds.

According to a recent Ipsos U.S. Hispanic Omnibus study, U.S. Hispanics, regardless of whether their language preference at home is English (43%), or Spanish (52%), are turning to either language to meet their needs. When Hispanics turn on their televisions over half of them are tuning into an English language program.

Younger viewers are not the dominating presence in front of the English language small screen. Hispanics, aged 18-34, are actually less likely (54%) than older Hispanics, aged 55+, to prefer English language television (61%). And:

  • 52% of Hispanics aged 35-54  prefer English language television.
  • 45% percent of Hispanics with children in the household say that they prefer Spanish language television.
  • 63% of Hispanic households without children are highly likely to prefer English television
  • 80% of College educated Hispanics prefer English language television

Mixing languages does not complicate the lives of United States Bilingual Hispanics who are living with ease in both worlds – one that is in English and the other that is in Spanish, concludes the report.

The person playing that Spanish beats music on radio is most likely to be a Hispanic female (51%), as they are more likely than Hispanic males (38%) to tune into Spanish radio. Among radio preferences overall, Hispanics are practically split as 49% stated that they listen to English language radio while 45% percent listen to Spanish language radio.

  • Hispanics aged 55+ are more likely to prefer radio in English than in Spanish (56% vs. 38%)
  • Among those 35-54, half (50%) prefer radio in English.
  • Hispanics, aged 18-34, are practically split among preference as 46% prefer English and 47% prefer Spanish radio.
  • 55% of all Hispanics said that their language preference for the Internet is English.
  • 39% of Hispanics age 18-34 prefer Spanish language internet sites
  • 42% of Hispanic females prefer Spanish when surfing the web compared to just twenty nine percent (29%) of Hispanic men

53% of Hispanics read the news and they are looking for information in both languages:

  • 53% in English to find out the current affairs in their local U.S. city
  • 33% in Spanish to follow up with the news in their home country
  • 44% read Spanish newspapers that cover news in their community in the United States. 57%, with an annual household income under $50,000, do so

Cynthia Pelayo, Ipsos senior research manager, says “… many US Hispanics continue to speak primarily Spanish, among their peers, family and friends, to watch television in Spanish and to be involved in cultural community events that are mostly conducted in Spanish.”

She goes on to note that their innate skill to utilize either language is an advantage in functioning in US institutions while preserving their Hispanic heritage.

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With a sample of this size, notes the report, the results are considered accurate within ± 3.1 percentage points, 19 times out of 20, of what they would have been had the entire population adult homeowners in the U.S. been polled. These data were weighted to ensure the sample’s regional and age/gender composition reflects that of the actual U.S. population according to data from the U.S. Census Bureau.
Source: Jack Loechner – http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=100359&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=hispanic&page_number=0

Consumer purchases are influenced by Product Placement, Sampling, and Word-of-Mouth

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Consumer purchases are influenced by Product Placement, Sampling, and Word-of-Mouth Collectively and this varies by product category and consumer group.

Product Placement, Sampling, and Word-of-Mouth Collectively Influence Consumer Purchases

According to BIGresearch’s Simultaneous Media Survey (SIMM12), the effectiveness of product placements* varies by product category and consumer group. Consumers indicate product placements have the most influence on their grocery purchases with 14.8% saying so, up from 13.0% one year ago. Electronics and apparel round out the top three categories most influenced by product placements.

As marketers search for ways to increase marketing ROI, product placements are a viable option, says the report, particularly when targeting specific ethnic groups. African American, Hispanic and Asian consumers are more likely to be influenced to buy electronics, grocery and apparel from product placements*.

Influence of Product Placement On Purchases by Product Category & Ethnic Group (% of Respondents)

  • All
  • Grocery
  • Electronics
  • Apparel
  • Home Improvement
  • Eating Out
  • All
  • 14.8%
  • 13.2%
  • 11.5%
  • 7.9%
  • 7.6%
  • White / Caucasian
  • 14.6%
  • 11.5%
  • 10.4%
  • 7.1%
  • 6.8%
  • African American
  • 16.9%
  • 20.2%
  • 15.0%
  • 11.2%
  • 10.3%
  • Asian
  • 15.3%
  • 18.0%
  • 17.0%
  • 10.2%
  • 10.0%
  • Hispanic
  • 16.7%
  • 18.3%
  • 16.9%
  • 9.9%
  • 10.3%

Source: BIGresearch, October 2008

Gary Drenik, President & CEO of BIGreserch, concludes “Though the use of product placements is growing… today’s savvy consumers… recognize when advertisers are trying to manipulate them… when executed effectively, product placements can… create highly influential word of mouth among specific consumer groups.”

45.8% of Caucasian, and 44.0% of Asian consumers, indicate their purchases are influenced by word of mouth**. 41.1% of African American consumers say the same when it comes to grocery. Dining out purchases appear to be most affected by word of mouth**.

Influence of Word of Mouth On Purchases by Product Category & Ethnic Group (% of Respondents)

  • All
  • Eating Out
  • Electronics
  • Grocery
  • Home Improvement
  • Apparel
  • All
  • 52.9%
  • 44.4%
  • 40.7%
  • 35.2%
  • 34.3%
  • White /Caucasian
  • 56.2%
  • 45.8%
  • 41.5%
  • 37.2%
  • 33.3%
  • African American
  • 45.8%
  • 42.2%
  • 41.1%
  • 29.3%
  • 38.6%
  • Asian
  • 43.5%
  • 44.0%
  • 37.0%
  • 31.8%
  • 37.2%
  • Hispanic
  • 44.1%
  • 40.6%
  • 39.1%
  • 31.6%
  • 37.5%

Source: BIGresearch SIMM12, October 2008

And, while placement and word of mouth** impact future purchases, sampling*** can create an almost immediate impulse purchase. According to the Product Sampling Study by Arbitron, sampling successfully reaches 70 million consumers every quarter, and one-third of customers who try a sample will buy the sampled product in the same shopping trip, and 58% of those surveyed reported that they would buy the product again.

In the study, consumers were grouped into three categories:

  • “Acquisitions” are those who were new to the sampled product
  • “Conversions” are those who had heard of the product but had never bought it
  • “Retentions” are those who had previously purchased the product

Consumer Purchases are Influenced by Key Factors

While 85% of the Retentions and 60% of the Conversions said they would purchase the sampled product in the future, sampled products encouraged 47% of the Acquisitions, those who had never heard of the product before, to purchase the product again.

Carol Edwards, Senior Vice President, Sales, Out-of-Home Media, says “… this study enforced that the sampling approach is both effective in making new customers aware of products, while also establishing a firmer identity with those consumers who have considered the product before.”

Highlights of the study:

  • 28% of those surveyed reported that they have been offered product samples within the past three months
  • 64% of those surveyed claimed they had accepted product samples. 66% of the customers characterized as Acquisitions accepted samples, as well as 63% of the Conversions, and 63% of the Retentions
  • 35% of those surveyed claimed they purchased the sampled product on the same day. 26% of the Acquisitions bought the product right away, as well as 19% of the Conversions, and 31% of the Retentions
  • 24% of those surveyed claimed that a sampled product had specifically replaced an item that they had planned on buying. 20% of the Acquisitions were planning to make the switch, as well as 33% of the Conversions, and 18% of the Retentions.

* Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1980s.

** Word of mouth is a reference to the passing of information from person to person. Originally the term referred specifically to oral communication (literally words from the mouth), but now includes any type of human communication, such as face to face, telephone, email, and text messaging.

*** Sampling isa method of encouraging product trial where consumers are offered samples, typically free-of-charge. See also:Accidental Sample, Convenience Sampling.
Source: Wikipedia & Jack Loechner

Hispanics and bypass surgery

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According to a study published on the June 15 issue of the American Journal of Cardiology and performed by Dr. Luis R. Castellanos, Dr. Sharon-Lise T. Normand, and Dr.  John Z. Ayanian, Hispanics undergoing bypass surgery (isolated CABG or Coronary Artery Bypass Grafting) in Massachusetts were more likely to be operated on by cardiac surgeons with higher risk-standardized mortality rates than by surgeons with lower rates.

Racial and Ethnic Disparities in Access to Heart Care - Hispanics have increased chances of lower quality bypass surgery

Racial and Ethnic Disparities in Access to Heart Care – Hispanics have increased chances of lower quality bypass surgery

For the purpose of this study, participating surgeons were divided into four groups based on their risk-standardized 30-day all-cause mortality incidence rates.

The results:

  • White patients were more likely to be treated by surgeons with lower mortality rates than with lower mortality rates.
  • Hispanic patients were almost 3 times more likely to be treated by surgeons with higher mortality incidence rates.
  • Compared with whites, Hispanic patients were about half as less likely to be treated by surgeons with lower mortality incidence rates.
  • African-American and white patients shared the same probabilities of being treated by higher and lower mortality incidence rate doctors.

In conclusion, Hispanics undergoing isolated CABG in Massachusetts were more likely to be operated on by cardiac surgeons with higher risk-standardized mortality rates than by surgeons with lower rates.

Dr. Castellanos was funded by the Commonwealth Fund/Harvard University Fellowship in Minority Health Policy, Boston, Massachusetts, and data collection and analysis for this study were supported by the Massachusetts Department of Public Health, Boston, Massachusetts.
Source: The American Journal of Cardiology

The Proposal with Bullock and Reynolds Depicts Real Life

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Majority of U.S. Singles Would Have Green Card Wedding; High Percentage of Single Online Daters Would Marry Foreign Strangers for Cash

Hispanics Polled on Love

Hispanics Polled on Love

MIAMI BEACH, Fla., June 28 /PRNewswire/ — In The Proposal, last week’s #1 movie in America, Sandra Bullock is a Canadian in need of a Green Card, and so she gets engaged to her American assistant, played by Ryan Reynolds. Are Green Card marriages really that prevalent in today’s day and age? Last month, leading online dating websites Date.com (http://www.date.com), Matchmaker.com (http://www.matchmaker.com), and Amor.com (http://www.amor.com), polled their members to see if they would walk down the aisle for reasons other than love.

The majority of U.S. male and female singles, ranging in ages from 18 – 55+, voted yes to a sham marriage so that a foreigner could remain in the Country; a high percentage said they would be willing to marry strangers for cash. Surprisingly, the majority of men would marry a complete stranger who they’ve only met via a blind date, while the majority of women would marry an ex-boyfriend.

“With so many Americans affected by the recession, we’re not surprised to see that many single online daters would be willing to trade the sanctity of marriage for money,” said Shira Zwebner, Relationship Advisor for Date.com, Matchmaker.com and Amor.com.”

In a new survey of thousands of online daters nationwide, we asked: Sandra Bullock and Ryan Reynolds star in The Proposal, a movie about a US citizen engaged to his Canadian boss so she can stay in the Country and get her Green Card. Would you marry someone so they could stay in The United States?

Following are the complete results:
Men Women
Yes 58.8% 60.9%
No 29.4% 34.8%
We also asked: If you would be willing to have a Green Card marriage, who would you wed so that they could stay in the Country?

Following are the complete results:
Men Women
A blind date 29.6% 11.1%
An ex-boyfriend/girlfriend 14.8% 22.2%
My best friend’s relative 11.1% 20.6%
A stranger for cash 14.8% 16.7%
My boss 8.4% 10.3%
Gay friend’s lover 3.7% 1.0%
Source: Avalanche, LLC

Census Facts on Hispanics of Mexican origin

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29.2 million

Number of U.S. residents Hispanics of Mexican origin in 2007. These residents constituted 10 percent of the nation’s total population and 64 percent of the Hispanic population.

18.25 million

Number of Hispanics of Mexican origin who lived either in California (10.97 million) or Texas (7.28 million). People of Mexican origin made up more than one-quarter of the residents of these two states.

25.8

Median age of people in the United States of Mexican descent. This compares with 36.7 years for the population as a whole.

609,000

Number of Mexican-Americans who are U.S. military veterans.

1.3 million

Number of people of Mexican descent 25 and older with a bachelor’s degree or higher. This includes about 362,000 who have a graduate degree.

37%

Among households where a householder was Hispanic of Mexican origin, the percentage of married-couple families with own children younger than 18. For all households, the corresponding percentage was 21 percent.
Source: U.S. Census Bureau