New Luxury Car

Reaching Hispanic Car Buyers

While the numbers may vary (one projection is that the Hispanic market will represent $1.7 Trillion buying power by 2020), the consensus is that the Hispanic market is massive, and therefore the influence of Hispanic car buyers is a major opportunity for any business.  In this case, let’s look at auto dealers.

Car dealership owners in the U.S. are focused on selling as many cars as possible and as their local or regional market changes they are one of the fastest groups to react to these changes.   While there are major advertising dollars focusing on Hispanic markets from some automakers, the local focus of the dealers means that regardless of the national focus, they may create their local sites, offers and advertising to grab the attention of their market.

Below is an example of from Arlington Toyota of a vehicle walk through in Spanish for their market.

Each market is different, even when looking at the Hispanic market.  The local market in Miami is quite different than the markets in San Francisco, New York or any other.  There are numerous factors including language (Spanish versus English), to cultural backgrounds and differences in country of origin or individuals or family (U.S. born, 3rd generation is different from 1st generation family recently arriving from Guatemala) can be significantly different.  In some markets, the big sellers may be the less expensive vehicles, while in many cases the Hispanic market is purchasing high end luxury cars. (Example from Lexus below) These are the details that local/regional dealerships understand.

Above is an example from JM Lexus showing the key attributes in Spanish of choosing a Lexus.

More than ever there are cost effective options for dealers.  From managing their own sites and social media presence, to working with local publications, to working with multicultural digital specialists to reach Hispanic car buyers. To continue to learn more about reaching these audiences, here are some additional resources:


More Latinos Are Going to College, But In Small Number of Schools

While more Latinos are heading to college than ever before, that trend is not increasing uniformly throughout all U.S. colleges, according to a study released Wednesday. In fact, more than six in 10 Latino students attend a small percentage of schools with large Hispanic populations.

A majority of Latinos attended Hispanic-Serving Institutions in 2014-2015 academic year, according to a study by Excelencia in Education, an organization which has been tracking Latino college enrollment since 2004. The number of HSIs increased by 7 percent in the same year and are concentrated in 18 states.

“I think the highlight here is that Latino enrollment in higher education is increasing, but so is the concentration of Latino students on campuses,” said Deborah Santiago, chief operating officer and vice president for policy at Excelencia.

Out of all colleges and universities in the U.S., 13 percent are classified as HSI and 62 percent of Latino college students attend these schools.

To qualify as an HSI, at least 25 percent of the student body must be Hispanic or Latino. There are 435 institutions in the U.S. that fall into that category. Santiago said when you include “emerging HSIs”, which have 15-24 percent Latino enrollment rates, another 310 schools qualify.


latino food

IRI Examines New Product Purchasing Habits of U.S. Hispanic Shoppers

The Hispanic community is the fastest-growing ethnic group in the nation and spends more than $94.7 billion on CPG products annually. Because Hispanics are one of the most sought-after ethnic groups in the retail grocery market, IRI is diving deeper into last year’s most successful CPG launches to better understand Hispanics and New Product Pacesetters. CPG marketers have a great opportunity to capture more shopping dollars from Hispanic consumers, especially if they understand some key nuances in their attitudes and preferences regarding new products, compared to those of the general consumer population.

“By 2020, Hispanics will account for over half of the population growth in the United States, and their spending power will also increase significantly”

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“By 2020, Hispanics will account for over half of the population growth in the United States, and their spending power will also increase significantly,” said Susan Viamari, vice president of Thought Leadership for IRI. “Unfortunately, most marketers don’t have easy access to detailed information on what Hispanic shoppers are buying, including in key CPG categories. This significantly limits new growth opportunities for brands, so we examined what Hispanics are buying, and even why they are buying products, to help marketers engage with these very important consumers.”

While Hispanic buying power is concentrated in select markets, including New Mexico, Texas, California, Florida, Nevada, Colorado, New Jersey, New York and Illinois, their interest in new products is spread across retail departments. Among those consumers who consider themselves avid new product adopters, there is a particular interest in the following departments (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

Food:

26%, 29%, 25%, 23%

Beverage:

19%, 20%, 13%, 16%

Beauty/Personal Care:

19%, 24%, 29%, 12%

Home Care:

13%, 20%, 29%, 11%

Health Care:

10%, 13%, 20%, 9%

Pet Care:

9%, 8%, 9%, 6%

Top-Selling Food and Beverage Launches

Based on the most successful CPG launches in the 2017 New Product Pacesetters report, IRI uncovered the top-selling food and beverage products for Hispanic consumers:

2017 New Product Pacesetters: Hispanic Top 10 Food and Beverage Brands
Dollars per Buyer Index: Hispanic vs. Non-Hispanic Consumers
(Average = 100)
1. Halo Top® 93
2. Hillshire® Snacking 117
3. Chobani® Drinks 102
4. GOOD THiNS® 111
5. Oscar Mayer® Natural 116
6. Dunkin’ Donuts® Iced Coffee 72
7. Cracker Barrel® Macaroni & Cheese 143
8. Birds Eye® Steamfresh® Veggie Made 97
9. SMARTMADE by Smart Ones® 119
10. POWERADE® X ION4® 83

Source: IRI Consumer and Shopper Insights Advantage/Hispanic Specialty Panel

The mix of healthy and indulgent products found in the top-10 ranking truly reflects Hispanics’ attitudes toward eating. For instance, 36 percent of Hispanics say they eat healthy half of the time and eat whatever they want the other half. An additional 36 percent of Hispanic consumers say they eat healthy 80 percent of the time and allow for indulgences 20 percent of the time. So, moderation is the key for most Hispanics.

The top healthy eating considerations vary significantly across Hispanic sectors (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

Avoiding processed foods:

58%, 54%, 31%, 56%

The right mix of different types of food:

44%, 36%, 36%, 42%

Natural foods:

30%, 41%, 24%, 23%

Organic foods:

20%, 19%, 40%, 15%

Include higher-calorie treats in moderation:

10%, 6%, 21%, 11%

Top-Selling Non-Food Launches

Forty percent of Pacesetter brands that hit the mark with Hispanics tout “more natural,” “organic,” “herbal,” or “holistic” attributes, which also helped shape the top-10 non-food ranking:

2017 New Product Pacesetters: Hispanic Top 10 Non-Food Brands
Dollars per Buyer Index: Hispanic vs. Non-Hispanic Consumers
(Average = 100)
1. Fancy Feast® Medleys® 149
2. Garnier® Whole Blends 104
3. Carol’s Daughter® 164
4. Herbal Essences® Bio:Renew 100
5. Copper Chef® 95
6. GLISS® Hair Repair® 96
7. Dove® Nutritive Solutions 116
8. Dentalife® 87
9. Red Copper® 105
10. OxiClean HD 140

Source: IRI Consumer and Shopper Insights Advantage™/Hispanic Specialty Panel

Hispanics are looking for new non-food products that provide new health benefits and faster results. Key considerations for new products include (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

Offers longer-lasting relief compared to existing alternatives:

31%, 28%, 32%, 32%

Offers faster relief than existing products:

30%, 25%, 14%, 30%

Treats multiple symptoms:

32%, 33%, 29%, 27%

Appeals to many people in my household:

27%, 28%, 25%, 21%

Offers new health benefits:

26%, 28%, 35%, 21%

“Hispanics are a highly diverse group, based on factors such as age, income, media preferences and language preference — English-preferred, bilingual or Spanish-preferred,” said Staci Covkin, principal of Consumer and Shopper Marketing for IRI. “Attracting Hispanics requires an understanding of these language preferences, along with their digital and social preferences, to quickly see a huge opportunity for CPG across food, beauty, home and health care brands. Aligning a new product launch with the needs of Hispanic shoppers is rapidly becoming a critical success factor for sustained CPG and retail growth, so improved insights and activation of these shoppers can result in significant sales and market share uplift.”

For the complete analysis on Hispanics and New Product Trends, click here. For more information, contact IRI at customerinteractioncenter@IRIworldwide.com

 

Source: https://www.businesswire.com/news/home/20180606005323/en/IRI-Examines-New-Product-Purchasing-Habits-U.S.


Soccer

Brands that Score Big Reaching Hispanics During the World Cup

Organized by the Fédération Internationale de Football Association (FIFA), the month-long event occurs every four years as 32 national soccer teams contend for the world champion title. As one of the world’s largest sporting events, the World Cup serves as an incredibly effective communications platform spanning across all languages, socioeconomic backgrounds and countries of origin to deliver an intense and emotional affair for soccer fanatics and non-sports viewers alike.

Although the U.S. will not be competing this year, there’s still a great opportunity to connect with an important and growing demographic — Hispanics. U.S. Hispanics, who make up nearly 18 percent of the population, feel tremendous excitement, and passion for the sport and are ready to follow this quadrennial tournament from beginning to end. According to a recent ThinkNow study, nine of ten Hispanics in the U.S. plan to watch the World Cup. The World Cup triggers two core values in the U.S. Hispanic culture: collectiveness and patriotism. Each soccer match gives Hispanics an opportunity to share a communal experience with their loved ones and friends while expressing their national pride.

These three brands that are doing an excellent job reaching the U.S. Hispanic audience through the World Cup.

1. Telemundo: Este mundial lo vivimos juntos por Telemundo (We live this world cup together on Telemundo)

Back in 2011, the Telemundo network bought the exclusive Spanish-language rights to broadcast the 2018 World Cup. As the title suggests, Telemundo is engaging with their viewers by relating to the collective nature of the World Cup. The video’s message is that even though it is a competition and there is rivalry between teams, the event unifies people. The brand also appeals to various segments of the U.S. Hispanic population by showing characters of different ages, genders and ethnicities.

2. Sprint: Sprint gets you in Fútbol Mode

Instead of going for “Soccer Mode,” telecommunications company Sprint aptly named this campaign “Fútbol Mode,” as the game is generally known as “football” in most of the world. Still, given that in the U.S. “football” is associated with American football, they opted for the Spanish spelling of the word. The brand is also engaging in Spanish and English. This is a smart move because a high percentage of U.S. Hispanic consumers are bilingual. In addition, Sprint is targeting their customers’ heritage by holding a contest that gives participants a chance to meet some of the most famous Hispanic soccer players in history, including Colombian Carlos “El Pibe” Valderrama and Mexicans Jorge Campos and Claudio “El Emperador” Suárez.

3. Coca-Cola: ¿Listos para el Mundial? (Ready for the World Cup?)

In this ad, Coca-Cola is targeting a specific segment of the Hispanic population. The last time the Peru national football team played in a World Cup was in 1982. After 36 years, the team nicknamed La Blanquirroja (The White and Red) finally qualified and Peruvians could not be more proud. Coca-Cola digs deeper and goes beyond just showing a Hispanic family on a couch watching a soccer match. The brand demonstrates that they understand the nuances of being a fan and what is important for a team like Peru.

The World Cup not only transcends sports, it allows brands the opportunity to reach a massive, diverse audience and connect with them on a deep, emotional level. If you’d like ideas about how to reach the multicultural consumers, we are here to help.

Source: https://themooreagency.com/blog/brands-that-score-big-reaching-hispanics-during-the-world-cup


When It Comes To The Language Of Fútbol, Hispanic Americans Know It Best

Around the globe, few things are as ubiquitous as the sport of fútbol, le foot, calcio, or, as it’s called in the U.S., soccer.

While Americans have their own special moniker for it, the sport has certainly made its own imprint in the U.S. Soccer’s influence and power in the world of televised sports is no exception.  Behind this driving force are U.S. Hispanic viewers, whose consumption habits give televised soccer a unique and powerful profile.

So what does that profile look like?

Sports viewership typically varies by race and ethnicity, and for soccer, U.S. Hispanic viewers accounted for the vast majority of viewership in 2017. In fact, Hispanics accounted for an overwhelming 68% of soccer’s viewership during the year, compared to about 12% of viewership to all sports. Over 97 million people watched at least six minutes of a soccer match last year, and over 32 million of them were Hispanic.

When looking at Hispanic TV homes in the U.S. exclusively, about 61% of their residents have watched at least six minutes of a soccer game—more than any other race or ethnicity.

The 61% reach percentage is nearly double that of the U.S. overall percentage. But soccer doesn’t just appeal to Hispanic viewers. In 2017, at least a quarter of all measured races/ethnicities watched soccer, including 30% of African-American viewers and 25% of Asian-American viewers.

Looking deeper into the Hispanic soccer viewer reveals a unique profile—they’re younger than non-Hispanic viewers and Spanish-language dominant.

The compositional breakdown of soccer’s audience reveals that 42% of Hispanic soccer viewers are under the age of 35, compared to 31% of non-Hispanic viewers. Of these young viewers, over a quarter of them are within the key buying demographic (18-34). Moreover, 16% of them are in the 2-17 demo—a group vital to growth and long-term sustainability. For non-Hispanics, about 10% of viewership stemmed from the 2-17 demo.

While soccer attracts a growing and increasingly influential demographic in Hispanics, what may be most intriguing about its viewership is its ability to attract a specific, yet sizeable subset of the demo: Spanish-language dominant Hispanics.

Within the Hispanic homes that watch soccer matches, a whopping 82% of the audience speaks Spanish as their dominant language, whereas only 13% speak English as their main language.

Notably, Spanish-dominant viewers have seemingly had a large impact on how and where soccer matches are viewed. Of all persons watching the matches, one-third of its gross minutes are viewed on English-language networks, whereas the other two-thirds are spent on Spanish-language networks.

While a large audience of Spanish-speaking viewers may evidently correlate with increased viewing to Spanish-language networks, what might easily be overlooked is the contribution from English-speaking viewers. Hispanic viewers who speak only English spent a majority of their soccer viewing time via English-language networks—but not by much.

About 40% of their soccer viewing was done on Spanish language networks, a sizeable portion considering the language difference. When looking at Hispanic viewers who speak mostly English, the share of their soccer viewing on Spanish-language networks ballooned to 83%. In essence, Spanish-language networks reached their main audience by televising soccer matches, but with the added benefit of bringing in adjacent English-speaking crowds as well.

Soccer, as it seems, successfully crosses language barriers in U.S. television programming and can bring advertisers closer to the booming Hispanic demographic, no matter what their language preference.

METHODOLOGY

Universe Estimates (000): Composite: 304,500. Hispanic: 53,159. Non-Hisp White: 190,838. Non-Hisp Black: 38,639. Non-Hisp Asian (Non-Black, Non-White): 13,271. Non-Hisp Other (Non-Asian): 5,694.

The insights in this article were derived from the following source:

  • Nielsen NPower Program Report, Dec. 26, 2016 – Dec. 31, 2017. Based on live soccer games live+7. Repeats, programs <10 minutes and sustainers have been excluded. All programs based on sports event summary type codes. Reach and frequency based on 6+ minute qualifier.

 

Source: Nielsen


US Hispanics

Let's talk about US Hispanics

About US Hispanics

The demographics of Hispanic and Latino Americans depict a population that is the second-largest ethnic group in the United States, 52 million people or 16.7% of the national population, of them, 47 Million are American citizens.

We found this interesting video about US Hispanics and we would like to share it with you.

if you want to watch more videos like this one: https://www.youtube.com/results?search_query=us+hispanics


canary in the coal mine Venezuala is in trouble

Asylum applications - canary in the coal mine

With pending elections throughout many countries in Latin America, the spotlight is on the numerous challenges facing the region, and specifically the Venezuela elections.  From organizations fighting “fake news” in Mexico elections to those that are a foregone conclusion such as Venezuela.  Elections have a ripple effect throughout all of the americas and one look no further than asylum applications and immigration numbers to see which countries are in the most trouble.  In a CNN article regarding Venezuelans fleeing the situation in Venezuela a couple of pictures tell the story.

Asylum applications 2017 comparing Venezuela, China and Mexico

Asylum Applications from Venezualans to US 2015-16

The key reason that individuals or families uproot and move to another country where there is still uncertainty is because they are almost certain that the current situation will not improve in the near term.  Whether civil war such as that of Colombia, to gangs such as Central America, to economic mismanagement a la Venezuela immigrants and asylum seekers are merely looking to improve their situation.

I was traveling in Venezuela shortly after the election of Hugo Chavez.  During my travels I met an executive from a global CPG company and very quickly it was evident that they saw the writing on the wall and were going to start moving many key assets out of the country.  Sure enough, the government started to implement policies that made it almost impossible for companies to do business in the country (most recently the government took over Kellogg’s facilities).  For a summary of the current situation in Venezuela this segment from Last Week Tonight with John Oliver has brief rundown prior to the Venezuela elections.

 

For the first time Venezuelan asylum seekers to the United States have outnumbered that of Mexico, Guatemala and El Salvador.  Just like a major influx in Colombian asylum seekers in the past (which has since calmed as the country has stabilized and prospered), one key statistic to signal where in the world major problems are brewing is asylum applications.

While the current government in Venezuela is sure to win the “election” on Sunday May 20, 2018, the more important questions is whether the people of the country will survive another six year term or if something changes.

 


5 tips to reach Hispanic consumers

Hispanic consumers continue to be one of the most important demographic groups in the U.S.

This young and rapidly growing cohort is driving population growth: The number of Hispanic Americans is expected to grow by 7.7 million people by 2026, according to the U.S. Census Bureau. They’re also driving restaurant industry traffic and dollars spent, according to The NPD Group/CREST Hispanic via Univision Communications.

“Hispanics consistently have higher average eater checks across QSR, midscale and casual dining,” said Peter Filiaci, vice president of strategy and insights for Univision. “And what seems to have most captured the attention of marketers is that Spanish-dominant Hispanics have even higher average eater checks than Hispanics overall.”

While many restaurant chains are already marketing specifically to Hispanic consumers — both Spanish- and English-dominant speakers alike — how can you make sure your message resonates with them? Here are five key trends to consider:

1. Be specific. The Hispanic demographic group has members of many different cultures, stages of acculturation, ages and language preferences. Your target audience will inform the campaign you craft. For instance, if you want to reach Millennial Hispanic consumers, develop a digital or mobile campaign. Spartanburg, S.C.-based Denny’s did just that by meeting these consumers where they live, on social media, by creating a Denny’s Latino Facebook page. The strategy makes sense: 68 percent of all Hispanic consumers use some kind of social network, compared with 58 percent of non-Hispanic consumers, according to several studies cited by Denny’s. “While Hispanics represent approximately 17 percent of the U.S. population, the Hispanic market represents nearly one third of our customer base, and is one of the fastest-growing customer segments for Denny’s,” said John Dillon, Denny’s CMO.

2. Talk the talk. Not all Hispanic consumers speak Spanish, but the language is still a foundation for connecting with their culture. Eighty-seven percent of Hispanic consumers, including both Spanish- and English-dominant speakers, say they appreciate businesses that communicate with them in Spanish, according to Kantar Futures via Univision Communications. And 73 percent of Hispanic consumers say more advertising should be specifically directed at their demographic group. Having Spanish-language marketing materials and hiring Spanish-speaking staff can go a long way towards building a long-lasting relationship with Hispanic consumers. “We have to make it easy for [Hispanic consumers] to have a menu that they can read,” said NPD foodservice industry analyst Bonnie Riggs. “That makes them feel like you want them in your restaurant … and that’s going to get them to come to your restaurant more often. That’s a competitive point of difference in attracting these folks.”

3. Bigger is better. Hispanic consumers tend to visit restaurants in larger groups than non-Hispanic consumers, and family is a priority. Hispanic consumers dine with their children during 42 percent of restaurant visits, compared with 30 percent of the time for non-Hispanic consumers, according to The NPD Group. “While value and convenience are certainly important to all consumers, in terms of driving trial, they seem to be more important to non-Hispanic consumers, while ‘being a fun place to take your family’ and ‘a place where your kids want to go’ are among the top trial drivers for Hispanics,” Filiaci said. Hispanic consumers also tend to opt for dine-in options, so while you beef up your delivery program, make sure not to neglect dining areas, and make them appealing to larger groups. And don’t forget family-friendly options like a thoughtful kids’ menu.

4. Spice it up. As the size and influence of the Hispanic consumer group has grown, so has its impact on the flavors many restaurants offer. “The growing Asian and Hispanic populations in the U.S. have introduced new flavors into the American diet, and many of these flavors are now mainstays in our kitchens and on menus,” said Ann Roberts, vice president of The NPD Group’s SupplyTrack, in a press release. The dollar amount of spices and seasonings shipped to restaurants and foodservice outlets from broadline distributors rose 7 percent year over year, according to NPD’s SupplyTrack. For instance, the amount of chili peppers, including habanero and others common in Latin cuisine, shipped to restaurants increased 12 percent. And more flavors popular with Hispanic consumers are gaining popularity, such as hibiscus and dragon fruit. The impact is being felt across all consumer groups, with 75 percent of American adults saying they are open to trying new foods, according to NPD.

5. Think ahead. Hispanic consumers are increasingly concerned with the freshness and the quality of food served at restaurants, as well as food that is considered environmentally friendly and socially responsible, according to Filiaci. “This is probably not surprising given that the Hispanic population skews so much younger, with a median age more than 10 years younger than the non-Hispanic population,” he said.

 

Source: http://www.nrn.com/consumer-trends/5-tips-reach-hispanic-consumers


Hispanic marketing - still relevant?

Is Hispanic marketing still relevant?  In all but the most remote places, latino influence in the United States is hard to miss, so of course it is.

Multicultural audiences continue to grow in size and importance and the Hispanic audience is one of the most important.  The U.S. Hispanic market has massive influence on the success businesses as well as on American culture.  Almost, if not all major cities in the U.S. have integrated latino food, music, culture, and even street signs into their metro area.    What is always being debated is how to reach this segment.  From a recent media post article there were some key points that highlighted some interesting items.

Language:  While to percentage of Hispanics that are proficient in English has risen swiftly, the percentage of Hispanics that stream entertainment in Spanish has also increased significantly (even greater among Hispanic millennials).  

Boy with Sombrero lazy Hispanic marketing.
Some hispanic marketing attempts are less than ideal.

Influence:  While the population growth is still strong, it has slowed somewhat, yet the integration of the segment into American culture is stronger than ever.  In business ownership the Hispanic community now comprises ownership of 12% of all U.S. business.

Many marketers take the approach of adding a stock photo of a latino looking person to an ad, check a box on whatever programmatic platform and call it a day.  While there are some that fully integrate a “total market” strategy” incorporating cultural relevance, language, etc with an overall cohesive strategy,  but that seems to fall more to Toyota, P&G, Coca Cola and other major advertisers.  

The U.S. Hispanic segment is one of the most important segments and represents major buying power and influence.  It is time for marketers to pay more than lip service to the importance of the group.  There are numerous factors in these decisions such as time, budget, and need.  However there are numerous options to reach this segment through focused media, and utilizing agencies that specialize in multicultural segments that are more effective and don’t necessarily require utilizing an entire advertising budget.

 

 

 


Bank of America study shows continued confidence among Hispanics

Hispanic-owned small businesses remain one of the fastest-growing segments of the small business economy, creating jobs and growing revenue. Read on for highlights from the 2018 Bank of America Hispanic Business Owner Spotlight, a survey of 394 small business owners (SBOs) across the country.

Confident about growth

Survey respondents expressed confidence about the economic environment, their business outlooks and opportunities for growth in 2018.

  • 60% expect their local economy to improve in the year ahead, and 67% think the same of the national economy.
  • 71% expect their revenue to increase in 2018, 37% plan to hire, and 26% intend to apply for a loan.
  • 77% plan to grow their business over the next five years.
  • 65% believe Hispanic SBOs face unique business challenges compared to non-Hispanics, although many feel their heritage has been an advantage.
  • 88% believe the Hispanic small business environment will strengthen in the next 10 years.

Hispanic SBOs lead stats in social media usage

The Spotlight also revealed that Hispanic SBOs rely more on digital tools and social media than the average small business owner.

  • 93% of Hispanic SBOs use digital tools in the day-to-day running of their business (vs 74% of SBOs on average), including 50% who use digital banking.
  • 76% rely on social media to help run their business (vs 41% of SBOs on average), primarily using it for the following:
    • Marketing (78%)
    • Networking (76%)
    • Sharing updates with customers (74%)
    • Hiring employees (57%)
  • 53% say social media has had a positive impact on their business’ bottom line (vs. 30% of SBOs on average).

Hispanic SBOs leverage digital tools, social media to fuel success. You should too.

Google research identifies Hispanics as being ahead of the curve when it comes to digital technology. They lead the general population in terms of adoption of new devices, are “power users” of mobile and over-index in video consumption.* The 2018 Hispanic Business Owner Spotlight uncovered ways in which forward-thinking Hispanic SBOs use technology to successfully run their businesses, reach new customers, and hire employees.

Read the complete 2018 Bank of America Hispanic Business Owner Spotlight

Bank of America Hispanic Business Owner Spotlight

GfK Public Affairs and Corporate Communications conducted the Bank of America Hispanic Business Owner Spotlight survey between August 8 and September 28, 2017 using a pre-recruited online sample of Hispanic and non-Hispanic small business owners. GfK contacted a national sample of 1,013 small business owners in the United States with annual revenue between $100,000 and $4,999,999 and employing between 2 and 99 employees, as well as 394 interviews among Hispanic small business owners, 149 of whom were primary Spanish speakers. The final results were weighted to national benchmark standards for size, revenue and region, and, for the Hispanic augment, whether the respondents were primarily English-speaking or Spanish-speaking.

*Source: Your Next Big Opportunity: The U.S. Hispanic Market, Lisa Gevelber / Jul 2014 I Mobile, Video, Consumer Insights
https://www.thinkwithgoogle.com/consumer-insights/us-hispanic-market-digital/

 

Source: 2018 Bank of America Hispanic Business Owner Spotlight
https://smallbusinessonlinecommunity.bankofamerica.com/community/hispanic-owners-report

Source: http://sbbankers.bankofamerica.com/newsletter/March-2018#article-1