The document discusses a panel on understanding the new Hispanic consumer. The panelists include representatives from marketing firms and Southwest Airlines. They discuss trends in Hispanic demographics including that Hispanics now make up 17% of the US population and control over $1 trillion in spending. Specifically, they address issues around Spanish versus multicultural Hispanics, diversity, brands and budgets. A section notes that young Hispanic consumers are increasingly using English online and that social media platforms like MySpace have reached many Hispanic users. The panel aims to provide more insights and answers on effectively engaging Hispanic communities.

1. UNDERSTANDING the New
Hispanic Consumer

2. Panelists
- Claudia Deschamps – Deschamps Communications
- Melissa Salas Blair – Puentes Research & Communications
- Jonathan Barrera – Latino Branding Power
- Olga Romero – Southwest Airlines
Moderator
- Monica Vila – The Online Mom

3. Issues
- Demographics
- Spanish vs Multicultural Hispanics
- Diversity and bicultural issues
- Brands and Budgets
- Peek at the future: MySpace and Young, English-Speaking Hispanics

4. DEMOGRAPHICS

5. • Demographics: How they are changing?
• We all know demographics are changing. But how do brands and
organizations account for them?
• What do the new trends mean?
• How do I engage Hispanic communities?
• Does country of origin have an impact?
There are always more questions than answers it seems but that’s why
going beyond just simple segmenting of demographics is vitally
important.
• More ANSWERS!

6. • More ANSWERS!

7. • Totaling more than 50 million in numbers, Hispanics account
for 17% of the total US population – up from 10 million (5%)
in 1970.
• Overall, Hispanics wield well over $1 trillion in buying power.
• Hispanics will account for over 25% of the overall US food
market by 2015.
• The Hispanic retail food market more than doubled between
2005 and 2010.

8. Online Young Hispanics
• 2012 Census – 63% of the 50 M born in the US
• Preference for English – 73% surf the Web in English
• Tech savvy – very social and early adopting
• Younger, more educated, more affluent
• Ad budgets growing to reach them

9. MySpace
- Reaches more Hispanics than Univision.com -- 3.7 million visitors
vs 2.6 million
- Facebook 70% of the Hispanic Market
- MySpace 14%
- Twitter 16%
- Pinterest 11%

10. Bicultural, Bilingual?

11. Advertising Budgets

12. CASE STUDIES
Q&A