Marketing to the Hispanics

If your business is marketing to the Hispanic population, you may want to check out Direct Marketing Association’s recently released report “The DMA 2005 Hispanic Market Report.” The report captures key data about the Hispanic-American population regarding its attitudes towards distance shopping, and it identifies current buying trends. It includes a profile of the characteristics and demographics of the Hispanic-American population as well as ways to increase Hispanic consumers’ direct response shopping.

The report is quite stiff as it sells for $295 for DMA members and $495 for non-members. (but hey, you can deduct this as a business expense!). Some of the findings of the report include:

• 4 in 10 Hispanic consumers said they glance or skim the direct mail they receive. About 25% review every page they receive, while 4% discard the direct mail piece without even looking at it.
• 50% find email not useful, while only 18% find email to be very/somewhat useful
• When asked for their language preference for advertising mail, 62% opted for Spanish, of which 36% speak mostly (or only) Spanish, and 26% were bilingual

Download the report’s Executive Summary (Powerpoint format)