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Orci Study

I just came across an interesting study commissioned by the Los Angeles-based Hispanic advertising agency Orci that surveyed 9,300 senior marketers at Fortune 1000 companies.  Conducted in February 2010, the results were recently released and are definitely interesting.

It is no surprise that marketers in general are behind in their efforts to reach the ever-more important Hispanic market; however, what is a surprise is that the research showed that 51% of those marketers responding do NO marketing to Latino consumers, and 82% have no plans to begin or increase existing efforts to reach U.S. Hispanics in the next 12 months.  What makes this information more baffling is that 80% of the responses agreed with the statement that “Latinos will impact U.S. companies’ product and service offerings in the next five years.”

In a census year, and with the facts continuing to support the importance of Latino consumers, it is still amazing that over half of the marketers surveyed do not market to and have no plans to advertise to a group that comprises 15% of the U.S. population and is expected to reach 50 million this year.  The entire report is available on Orci’s site, or you can contact the agency to receive a copy of the full survey results at www.orci.com