Study: Atlanta, DC, Wichita Are Emerging Hispanic Markets

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Atlanta, the District of Columbia and Wichita, KS, are critical, emerging Hispanic markets, according to a study released yesterday by consumer research firm Scarborough Research.

Scarborough Research, New York, is a joint venture between Arbitron Inc. and VNU Media Measurement & Information. It measures shopping patterns, lifestyles and media habits of consumers locally and nationally via interviews with 200,000 adults in 75 markets yearly.

The study, "Emerging Latino Markets in the U.S.: How to Find and Target the Complex Hispanic Consumer in Emerging Markets," unveiled five key Hispanic consumer segments and applied their characteristics to a local market analysis to identify the "next tier" of Hispanic cities. The key segments:

· New Lifers. This group includes foreign-born Hispanics living in the United States an average of eight years. They have young children, and 61 percent prefer to speak Spanish mostly or exclusively. Annual household income averages about $40,000. They are more likely than other Hispanics to have had a child or been married over the past year, and 75 percent listen to Spanish radio.

· Old Ways. This group also includes foreign-born Hispanics. They have spent about half their lives in the United States, have a mean age of 54, and 61 percent prefer to speak Spanish mostly or exclusively. Annual household income is around $47,000, and 60 percent live in New York, Los Angeles or Miami.

· Settled In: These mostly U.S.-born Hispanics have spent the majority of their lives here. They have a mean age of 43 and an annual household income of $68,000. Nineteen percent prefer to speak Spanish mostly or exclusively. They are 69 percent more likely than other Hispanics to have an annual household income of $100,000 or higher, 31 percent more likely to have gone online in the past month, and are high mileage drivers.

· The Pioneers: These Hispanics are exclusively born in the United States, have a mean age of 65 and an annual household income of $50,000. Twenty-one percent prefer to speak Spanish mostly or only. They are above average for cable use, and 47 percent live in New York, Los Angeles, San Antonio or Albuquerque, NM.

· Young Americans: Three-quarters are U.S.-born, and they have an average age of 26 and annual household income of $60,000. Seventeen percent prefer to speak Spanish mostly or only. These are the heaviest Internet users among Hispanic consumers, accounting for 43 percent of Hispanics who spent 10 or more hours online in the past week. They watch music videos and listen to general market music formatted radio.

Scarborough analyzed these consumer groups against local U.S. markets, revealing indicators as to which cities will lead the next generation of Hispanic influence: Atlanta, Washington and Wichita.

Hispanics in these cities are younger, have spent most of their lives in the United States and are in a higher income bracket. They tend to be putting down roots in their chosen areas and making big-ticket household purchases, such as furniture and appliances, the study said.

"The Hispanic marketplace is continuing to grow in the U.S., but Hispanics are not a homogeneous group, and marketing efforts need to take into account their distinct demographic, media, shopping and lifestyle patterns," said James Collins, senior vice president, information systems, Scarborough Research. "With the creation of these Hispanic consumer groups, we are providing marketers with a road map to help them better understand how important factors such as language, age, media usage and overall shopping patterns vary among Hispanics."

The report can be found at It was presented yesterday by Scarborough Research at the Hispanic Retail 360 Conference in Dallas.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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