Hispanic Segmentation Offers Deeper Understanding Of The Hispanic Market


SAN DIEGO, Sept. 3, 2015 /PRNewswire/ — Nielsen, a leading global provider of information and insights into what consumers watch and buy, and Culturati Research & Consulting, Inc., a cross-cultural market research agency and thought leader in the U.S. Hispanic market, announced today the launch of the Nielsen-Culturati Hispanic Segmentation. This new collaboration combines the power of Nielsen’s Homescan Panel data with the depth of understanding of Culturati’s attitudes and values-based U.S. Hispanic segmentation model.

With this launch, the breadth of Hispanic consumer measurement is extended beyond just language and demographics to incorporate important factors such as attitudes and values. Culturati’s segmentation model uncovers the motivation behind shopper and consumer behavior. With this model, marketers will be able to maximize their Hispanic marketing investments by developing the right marketing plans, in-store programs and communications strategies.

“The combined capabilities of Nielsen and Culturati really provide an exciting new way to capture the total U.S. Hispanic landscape,” said Monica Gil, SVP and General Manager of Multicultural Growth and Strategy at Nielsen. “This new segmentation can be an important tool for our clients trying to appeal to Hispanic consumers since distinctions and nuances between each sub-segment of the Hispanic consumer market are revealed. The need to distinguish these differences is becoming more important because the cohorts are growing. Our clients need to understand the commonalities and differences among the Hispanic consumer set, and we are certain that this new segmentation will contribute to that aim.”

This calibrated approach more clearly defines the bicultural opportunity and delivers a deeper understanding of the total U.S. Hispanic Landscape. For marketers, this means that they can now track brand results by bicultural and other key Hispanic segments and identify key growth opportunities.

“Biculturalism goes beyond language duality,” said Culturati’s President, Marissa-Romero Martin.  “Some other factors, such as understanding and respecting diversity, marriage, presence of children, traveling to country of origin, reconnecting with Hispanic family or friends, and inspiration from Hispanic role models are key to allow Hispanics in the U.S. to function comfortably in the two cultures.  Biculturalism allows them to shift and adapt to what they want, need or like.”

Therefore, bicultural consumers are a crucial group to understand. The Hispanic-bicultural sub-group accounts for 44% of U.S. Hispanic population and represents 45% of total U.S. Hispanic buying power.

With the Nielsen Hispanic Homescan Panel, four key attitude-based segments will be used to help marketers gain a deeper understanding of today’s U.S. Hispanic reality. These four segments include:

  • Latinistas (culturally Hispanic) are very traditional and Hispanic centered, as well as the least focused on blending cultures. One third of Latinistas are 2nd or 3rd generation and more than half prefer to speak Spanish, but can use English if needed.
  • Heritage Keepers (bicultural), while somewhat progressive, they are Hispanic centered and focused on preserving their heritage. Most (86%) Heritage Keepers are 1st generation Hispanics and prefer to speak in Spanish.
  • Savvy Blenders (bicultural) are very progressive, embrace diversity, and are focused both on preserving their heritage and blending cultures. Savvy Blenders are bilingual and their language preference is highly situational. While this segment has a strong 2nd generation population, at 49%, it is quite diverse with 1st generation accounting for 29% and 3rd generation accounting for 22% of the segment.
  • Ameri-Fans (culturally American) are progressive with a diluted Hispanic heritage, and are closest to the average mainstream consumer. The majority (82%) is 2nd or 3rd generation and prefers to speak in English.

Hispanics in the U.S. are a burgeoning group with significant buying power and an attractive objective audience for brands. They’re buying cars, moving into new homes, furnishing those homes, and spending on consumer goods. Hispanics are no longer a subset of the market: they are a significant player in their own right. Connecting with Hispanic audiences is critical for all brands if they want to grow over the next decade.

The Nielsen-Culturati Hispanic Segmentation is currently available.

About Nielsen

Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content —video, audio and text— is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.

About Culturati

Culturati is a full-service market research and consulting agency with cross-cultural and General Market capabilities. As a leader in the U.S. Hispanic space, Culturati is redefining how Hispanics are segmented and how acculturation is measured through its U.S. Hispanic Landscape Segmentation model. Founded in 2004, Culturati has helped many Fortune 100 companies uncover consumer and shopper insights with cultural sensitivity that inspires meaningful connections between their brands and consumers. For more information please visit www.CulturatiResearch.com.

Maggie Mariscal, Culturati, [email protected], 858.792.0500 Ext. 114

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