DMA unveils "Reaching the US Hispanic Market"
The Direct Marketing Association (DMA) released market research on Hispanic consumers' attitudes and purchasing habits via direct marketing channels. "Reaching The US Hispanic Market: Consumer Attitudes and Buying Behavior Report" demonstrates the many positive aspects about Hispanic consumers' experiences with buying direct. A nationwide sample of Hispanics, in which 10,000 records were used, was the basis for the study. Quotas were set for 70% of respondents to be direct response buyers and/or donors and 30% non-buyers. 1,116 respondents (788 direct buyers/donors and 328 non-buyers) completed interviews for the analysis. Of those 788 individuals who made purchases from mail, catalog, online, telephone, or DRTV offers or who made donations, 36% purchased through more than one channel.
Highlights:
·In 2004, approximately 70% of interviews were conducted in Spanish. In 2006, this figure increased to about 44%, indicating an overall trend toward greater acculturation.
·Just 18% of respondents spoke only English or preferred English in 2004, while in 2006 this percentage nearly doubled to 34%.
·In 2006, 77% of respondents who made purchases in response to television marketing did so in response to a commercial or infomercial in English.
·Hispanics are using online resources more than ever, and even those who prefer Spanish use English to surf the Web.
·Credit card ownership has increased among Hispanic consumers, and so has the usage of credit cards as a payment method when shopping from home (53% in 2004 vs. 63% in 2006).
·Compared to all US buyers, Hispanics place more orders by phone (49% vs. 33%).
·In 2006, 51% of Hispanic buyers had more than one major credit card - up from 41% in 2004.
·Hispanics show more tolerance towards received advertising mail, compared with the total US population.
·Close to half of all the respondents (49% in 2004 vs. 42% in 2006) vs. 38% of the total US population, said they either received "just the right amount" of advertising mail or that they wouldn't mind receiving more.
·Almost half of all Hispanics cite "convenience of shopping from home" as a reason for making direct purchases.
·Significantly, convenience was most frequently cited by Hispanics making online purchases (63%), followed by those purchasing from television (56%) and catalog (54%).
·More than a quarter of respondents said that "discounted and reduced prices" were important incentives to shop from home or office.
·"Time saved" was the third top ranked reason given in 2004-noted by 25%, increasing to 35% in 2006.
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