Marketers who want to reach U.S. Hispanic consumers must create messaging aimed at a diverse -- not a monolithic -- cultural group, according to research out today from Nielsen PreView.
The report "Why Market to Hispanics?" noted that "for most brands, the Hispanic consumer base is a collection of many [consumer] profiles" with purchasing patterns based largely on an individual's acculturation level in terms of adopting American purchasing behavior, per Nielsen.
"Bottom line, there is no one type of Hispanic consumer, but many to market to," the Nielsen study said.
Deciding whether its more efficient to market en masse to all Hispanics versus creating targeted messaging aimed at specific subgroups will depend on whether "marketers can successfully dissect the acculturation level of their intended market," according to the report.
Nielsen examined the purchasing habits of Latinos in the areas of theatrical movie-going/DVD release purchases; cable TV, print, radio, Spanish media, the Internet and consumer packaged goods. Get Report Here!
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