米国ヒスパニック市場のトレンド/見通し/機会

Across the country, a growing Hispanic population is having a profound impact on the economy. According the University of Georgia business school, Hispanics will control $926.1 billion in total disposable income by 2007. The Hispanic market is "hot," which is merely another way of saying that demography is destiny -- online, as well as off.

The Targeting the US Hispanic Market report covers the latest findings and analysis regarding the Hispanic market to provide the basis for a wide range of economic projections. As important as it is, with the largest minority population in the nation, the fastest growing ethnic slice of America, and the youngest portion of people among all ethnic groups, the influence of today's Hispanic market will soon seem small compared to what's ahead.

In the eight years from 2000 to 2007, the number of Hispanic Internet users will nearly double from 8.7 million to 16.0 million, according to eMarketer. As with other segments, Hispanics online represent a sweet spot for marketers, a desirable target with typically higher incomes and greater levels of education than overall.

But marketers face barriers when entering the Hispanic market -- and language is only one of them. Concerns about language choices, generational groups, national origins and regional differences all conspire to make targeting the US Hispanic market a challenge:

The Issues and Questions Covered in the Report:

• Is it best to market in Spanish or English -- or both?
• How can marketers distinguish among the various national backgrounds among Latinos?
• Do marketers need to create separate campaigns to reach the Hispanic audience?
• Should targeting the Hispanic market mean a focus on local or national campaigns?
• How do second- and third-generation Hispanics differ from those newer to the US?
• Does connecting online with the Hispanic market mean a company needs to change its Web site and product offerings and service?
• And many more...

Here is an example of the type of statistics and analysis that fill the report:

US Hispanics: More Diverse than Alike

Diversity is the name of the game when it comes to US Hispanics. The first variation shows up in the label "Hispanic" itself. According to the "2002 National Survey of Latinos" report from the Pew Hispanic Center and the Kaiser Family Foundation, 34% of Hispanics prefer that term, while 13% embrace the term "Latino." Perhaps most important, a 53% majority have no preference.

When trying to pin down this group by labels, there's significant divergence between US-born and foreign-born Hispanics. The Pew/Kaiser researchers found that 90% of native-born Hispanics describe themselves as American. That's strikingly more than the 74% who use either the Hispanic/Latino terms or their parents' country of origin (such as Mexican or Puerto Rican).

These results point to a least one vital consideration for marketers: group labels alone do not a Hispanic marketing campaign make.

You will find more charts, graphs and analysis like what you see above inside the Targeting the US Hispanic Market report.

Todo Del Mundo Hispanico En Los Estados Unidos -- In One Report

Drawing on aggregated data from leading communications, marketing and research firms -- including comScore Media Metrix, Cultural Access Group, Hispanic PR Wire, LatinClips, Roper ASW, Yankelovich and others -- as well as government agencies, in combination with eMarketer's proprietary projections and analysis, the Targeting the US Hispanic Market report combines a broad overview with the in-depth analysis you need to make smart business decisions in this diverse and fast-growing market.

Methodology

• The eMarketer Difference
• The Bene ts of eMarketer's Aggregation Approach
• " Benchmarking" and Projections

I Introduction

• Hispanic Population in the US,Total vs.Online,2000 & 2005 (in millions and as a % of total)
• Hispanic Internet Users in the US,2000-2007 (in millions)
• Analysis

II The New Largest Minority

A. US Hispanics:More Diverse than Alike

• Preference for the Term "Hispanic" vs. "Latino" among Hispanics in the US,2002 (as a % of respondents)

• Terms Hispanic Adults in the US Use to Describe Themselves,US-Born vs. Foreign-Born,2002 (as a % of respondents)
• Primary Language among Hispanic Adults in the US,US-Born vs.Foreign-Born, 2002 (as a % of respondents)
• Top 25 US Hispanic Ad Agencies' Media Buys,by Language,2001-2003 (as a % in Spanish)
• US Hispanics' Attitudes Regarding Whether They Trust Brands Advertised in Spanish More than Those that Are Not,Q2 2003 (as a % of respondents)
• US Hispanics' Attitudes Regarding Whether They Are More Inclined to Purchase Brands Advertised in Spanish,Q2 2003 (as a % of respondents)
• Language Preferences among US Hispanic Internet Users,September 2003 (in thousands of unique visitorsand as a % of total)
• Predominant Language of Internet Sites Normally Visited by Hispanics in New York and Los Angeles,2002 (as a % of respondents)
• Language Used on US Hispanic Print News Web Sites,2002 (as a % of respondents)

• Views on Pan-Ethnic Identity among Hispanics in the US,2002 (as a % of respondents)
• Preferred or Volunteered Racial Categories among Hispanics in the US,2002 (as a % of respondents)

III Market Demographics (Know Your Market)

• Demographic Pro le of Hispanic Internet Users and All Internet Users in the US, 2002

A. Population & Geography

• US Total and Hispanic Population Projections,2000-2030 (in millions)
• US Hispanic Share of Total Population,2000-2030
• US Total and Hispanic Population Projections,2000-2030 (as a % increase vs.prior year shown)
• Average Size of US Hispanic Households,by National Background,2002
• US Hispanic Population,by National Background,2002 (in thousands and as a % of total Hispanic population)
• US Hispanic Population in Top 15 States,July 2002 (in thousands and as a % of total state population)
• Hispanic Internet Users vs.All Internet Users in the US,by Household Size, January 2003 (as a % of total)
• US Hispanic Population in Top 15 Cities,July 2002 (in thousands and as a % of total city population)
• Internet Penetration among Hispanics in the US,by Region,2002
• Top 10 US Hispanic Metropolitan Markets,2002 (in thousands)
• Internet Penetration among Hispanics in the US,by Region,2002

B. Age & Gender

• US Total and Hispanic Population,by Age,2002 (in thousands and as a % of population)
• US Total and Hispanic Population,by Age,2002 (as a % increase/decrease vs. 2000)
• US Hispanic Population,by National Background and Age,2002 (as a % of total Hispanic population)
• US Hispanic Population,by National Background and Age,2002 (in thousands)
• Breakdown of Hispanic Internet Users vs.All Internet Users in the US,by Age, January 2003 (as a % of total)
• Hispanic and Non-Hispanic Internet Users,by Age,2002 (as a % of respondents in each group)
• Hispanic and Non-Hispanic Internet Users,by Gender,2002 (as a % of respondents in each group)

C. Income

• US Hispanics' Family Household Income,by National Background,2001 (as a % of each group)
• US Hispanics' Household Income,2002 (as a % of Hispanic households)
• US Hispanics' Family Household Income,by National Background,2001 (in thousands)
• Breakdown of Hispanic Internet Users vs.All Hispanics in the US,by Income, January 2003 (as a % of total)
• Demographic Pro le of US Hispanic Internet Users and Non-Internet Users,2003 (as a % of respondents)

Disposable Income

• Disposable Income of US Hispanic and Non-Hispanic Markets,2000,2002 & 2007 (as a % of total)
• Disposable Income of US Hispanic and Non-Hispanic Markets,2000,2002 & 2007 (in billions)
• Disposable Income of US Hispanic and Non-Hispanic Markets,2000-2007 (as a % increase)
• US Hispanic Purchasing Power,1999-2002
• Disposable Income of US Hispanics in Top 15 States,2000,2002 & 2007 (in billions)
• Average Annual Purchasing Power among Hispanics in the US,1999-2002
• Disposable Income of US Hispanics in Top 15 States,2000-2007 (as a % increase)
• Disposable Income of US Hispanics in Top 15 States,2000,2002 & 2007 (as a % of total)
• US Hispanics' Share of Total Disposable Income in Top 10 States,2002

D. Education & Employment

• US Hispanics with Education Levels of High School or Higher,by National Background,2000 (as a % of each group)
• US Hispanics' Education Levels,2002 (as a % of Hispanic population)
• US Hispanics with Management/Professional or Sales/Of ce Occupations,by National Background,2000 (as a % of each group)
• US Hispanics with Education Levels of High School or Higher,by National Background,2000 (in thousands)

E. Race & Ethnic Group Comparisons

Income & Employment

• US Household Income,by Race/Ethnicity,2001 (as a % of group households) 52 US Household Median Income,by Race/Ethnicity,2001
• Average Annual Household Income in the US,by Ethnicity,2001-2002
• Employment Growth among Whites,African Americans and Hispanics in the US, by Education,Q4 2000 vs.Q4 2002 (as a % increase/decrease)
• Disposable Income of US Hispanic and Non-Hispanic Markets,2000-2007 (as a % increase)
• Executive and Professional Employment Growth among Whites,African Americans and Hispanics in the US,Q4 2000 vs.Q4 2002 (as a % increase)
• Internet Users in the US,by Race/Ethnicity and Income,March & May 2002 (as a % of respondents)

Spending Patterns

• US Consumers' Average Annual Out-of-Pocket Expenditures,by Race/Ethnicity, 2001
• US Consumers' Average Annual Out-of-Pocket Expenditures,by Race/Ethnicity, 2001 (as a % of type of expenditure)

F. The Drawbacks of Demographic Data

IV Internet Access

• Likehood that Hispanic and Non-Hispanic Non-Internet Users Will Use the Internet in the Next Year,2002 (as a % of respondents)
• Hispanic Internet Users and All Internet Users in the US,by Experience Online, 2002 (as a % of respondents)
• Non-Internet Users in the US Who Say They Will Ever Go Online,by Race/Ethnicity,March & May 2002 (as a % of respondents)

A. Total Users

• Internet Users in the US,by Race/Ethnicity,2001-2007 (in millions)
• Internet Users among Major Spanish-Speaking Populations Worldwide,January 2003 (in thousands)

B. Share of Total Users & Population

• Internet Users in the US,by Race/Ethnicity,March & May 2002 (as a % of respondents)
• Internet Users in the US,by Race/Ethnicity,2001-2007 (as a % of total users)
• Internet Users in the US,by Race/Ethnicity,January 2003 vs.July 2003 (as a % of total users)
• Internet Users in the US,by Race/Ethnicity,February 2002-March 2003 (as a % of total users)
• Internet Users vs.Total Adult Population in the US,by Race/Ethnicity,October-December 2003 (as a % of online users and total population)
• Internet Users in the US,by Race/Ethnicity,November-December 2002 (as a % of total adult users)

Share of Population

• Internet Access Penetration in the US,by Race/Ethnicity,January 2003 vs.July 2003 (as a % of each group's population ages 12+)
• Internet Access Penetration in the US,by Race/Ethnicity,2001-2003 (as a % of the population ages 12+ in each group)
• Internet Users in the US,by Race/Ethnicity,2000 & 2002 (as a % of respondents)

C. Annual Growth Rates

• Internet Users in the US,by Race/Ethnicity,2001-2007 (as a % increase vs.prior year)

D. Household Access

• Hispanic Online Households in the US,2002-2007 (as a % increase vs.prior year)
• Hispanic Online Households in the US,2001-2007 (in millions)
• Internet Access among US Households,by Race/Ethnicity,Q4 2001 vs.Q4 2003 (as a % of each group's total households)
• Internet Access among US Households,by Race/Ethnicity,Q4 2001 vs.Q4 2003 (in millions and as a % increase vs.prior year)
• At-Home Internet Access Pro le of Total Households vs.Hispanic Households in the US,Q4 2003 (as a % of total and Hispanic households)

E. Access By Education,Age & Region

• Internet Users in the US,by Race/Ethnicity and Education,March & May 2002 (as a % of respondents)
• White,African-American and Hispanic Internet Users in the US,by Region,2002 (as a % of total users)
• Hispanics in New York and Los Angeles with Internet Access,2002 (as a % of respondents)

V Internet Usage,Activities & Attitudes

• Time Spent Online and Page Views by US Hispanic Internet Users,October 2002 vs.September 2003 78
• Internet Usage among US Hispanics vs.All Internet Users,by Average Pages & Minutes per Usage Day,June 2003 78
• Time Spent Online per Week by Hispanic Internet Users and All Internet Users in the US,by Access Location,2002 (in hours) 79
• Internet Usage among Hispanics in the US,by Language Used at Home,January 2003 (in minutes and pages viewed per usage day) 79
• Time Spent Online by Hispanic and Non-Hispanic Internet Users in the US,2002 (in hours per week) 80
• Time Spent Online at Home by Hispanic and Non-Hispanic Internet Users in the US,2002 (in hours per week) 80

A. Online Activities

• Online Activities of Hispanic Internet Users in the US,2002 (as a % of respondents)
• Online Entertainment Usage by Hispanic Internet Users vs.All Internet Users in the US,2002 (as a % of respondents)
• Music Downloaders in the US,by Race/Ethnicity,2000-2004 (as a % of respondents)
• Media Source Relied on the Most for Product and Service Information by Hispanics in the US,2002 (as a % of respondents)
• Online Financial Accounts Used by US Baby Boomers,by Race/Ethnicity,2003 (as a % of respondents)
• Media Source Relied on the Most for News by Hispanics in the US,by Topic,2002 (as a % of respondents)
• Frequency with Which US Baby Boomers Go Online for Financial News,by Race/Ethnicity,2003 (as a % of respondents)
• Financial Services Tasks Performed Online by US Baby Boomers,by Race/Ethnicity,2003 (as a % of respondents)

E-Commerce

• Internet Purchases in the Prior 30 Days by Total Households vs.Hispanic Households,Q4 2003 (as a % of total and Hispanic households and as mean spending)
• Average Amount Spent Online by Hispanic Internet Users and All Internet Users in the US,2002 (in dollars)
• US Hispanic Adults Who Made Internet Purchases,by Frequency per Year,2002 (as a % of respondents)
• B2C E-Commerce Activities of Hispanic Adult Internet Users in the US,2002 (as a % of respondents)
• Popular Items Purchased Online by Hispanic Internet Users and All Internet Users in the US,2002 (as a % of online shoppers)
• Preferred Methods US Consumers Use to Contact Companies about Customer Service Issues,by Ethnicity/Race,October 2003 (as a % of respondents)

Web Site Visitors

• Top Web Site Properties Visited by US Hispanic Internet Users,September 2003 (in thousands of unique visitors)
• Top Five Banking Sites among US Hispanic Internet Users,by Unique Visitors and Page Views,September 2003 (as a % increase vs.prior year)
• Top Spanish-Language Web Sites among US Hispanic Internet Users,September 2003 (in thousands of unique visitors and % reach)
• Top Three Automotive Web Sites among Hispanic Internet Users,by Preference for Speaking Spanish At Home,February 2003 (unique visitors in thousands)
• Top 10 Automotive Web Sites among Hispanic Internet Users in the US,February 2003 (in thousands of unique visitors and as a % of auto manufacturer and total Internet visitors)
• Top 10 Travel Sites among Hispanic Internet Users in the US,June 2003 vs.May 2003 (in thousands of unique visitors and % change)

B. Hispanic Attitudes About the Internet

• Features US Online Households Cite as Important for Internet Content Sites,by Race/Ethnicity,Q2 2003 (as a % of respondents)
• Features US Online Households Cite as Important for Internet Content Sites,by Race/Ethnicity,Q2 2003 (as a % of respondents)
• US Hispanics' Evaluation of Advertising for Its Service and Utility,by Media,2002 (rated from 1 to 5)
• US Hispanics' Evaluation of Advertising for Its Category Content,by Media,2002 (rated from 1 to 5)
• Importance of the Internet as a Source of Entertainment among Hispanic and Non-Hispanic Internet Users,2002 (as a % of respondents)
• Importance of the Internet as a Source of Information among Hispanic and Non-Hispanic Internet Users,2002 (as a % of respondents)
• Hispanic and Non-Hispanic Internet Users in the US Who Are Extremely Concerned with Privacy and Credit Card Information When Buying Online,2002 (as a % of respondents ages 16+)
• Hispanic and Non-Hispanic Internet Users Who Believe that the Information on the Internet Is Reliable and Accurate,2002 (as a % of respondents)

VI Advertising & Marketing to US Hispanics

• Revenues for the Leading Hispanic Portals in the US,2001 & 2002 (in millions and % change)

A. Ad Spending

• Advertising Spending in the US Hispanic Market,by Media,2002 (in millions)
• Leading US Hispanic Designated Market Areas (DMAs) Ranked by Gross Media Spending,by Media,2002 (in millions)
• Advertising Revenues of Spanish-Language Daily Newspapers in the US,1970-2002 (in millions)
• Circulation of Spanish-Language Daily Newspapers in the US,1970-2002 (in thousands)
• Hispanic Market Advertising Spending in the US,by Media,2001-2004 (in millions)
• Hispanic Market Advertising Spending in the US,by Media,2002-2004 (as a % increase/decrease vs.prior year)
• Hispanic Market Advertising Spending in the US,by Media,2001-2004 (as a % of market share)
• Advertising Spending Growth in the US,by Media,Q3 2003 (as a % increase/decrease vs.Q3 2002)
• US Advertising Spending,by Measured Media,2003 (in millions and as a % increase/decrease vs.prior year)
• Comparison of Ad Spending Budgets for Measured Media,by Medium,First Half 2002 vs.First Half 2003 (as a % of total budgets)
• US Spanish-Language Network TV Spending,2002-2003 (in millions,as a % increase vs.prior year and as a % of total measured media spending)
• US Advertising Spending Projections,by Media,2004 (as a % increase vs.prior year)

Top Ad Categories & Advertisers

• Most Active US Advertising Categories in Hispanic Media,August 2003 (in millions)
• US Advertising Spending in Hispanic Media for the Top 10 Advertisers,August 2003 (in millions)
• Number of Active Advertisers on All US Spanish-Language Web Sites,Q3 2002 vs. Q3 2003
• Top 10 Advertisers in US Hispanic Magazines,by Spending,2003

B. Hispanic Ad Agencies

• Gross Billings at the Top 25 US Hispanic Ad Agencies,2002 & 2003 (in millions)
• Top 25 US Hispanic Ad Agencies,by Gross Billings,2002 & 2003 (in millions and % increase/decrease vs.prior year)
• Top 25 US Hispanic Ad Agencies,by Gross Billings,2002 & 2003 (in millions and % increase/decrease vs.prior year)
• Top 25 US Hispanic Ad Agencies' Expenditures,by Medium,2003 (in millions and as a % of total billings)
• Top 25 US Hispanic Ad Agencies' Expenditures,by Service,2003 (in millions and as a % of total billings)
• Top 25 US Hispanic Ad Agencies' Media Buys,by Language,2001-2003 (as a % in Spanish)

VII Views & Implications

A. The eMarketer View

B. Implications for Your Business

• For Marketers
• For Web Publishers

C. Related Information & Links

• Related Links
• Related Charts
• Suggested Key Words for eStat Database

Index of Charts