Hispanic Families
Reach the increasingly powerful Hispanic market like never before with SeeSaw Networks. SeeSaw delivers over 3,700 venues and provides more than 10,000,000 impressions through our digital out-of-home venues in markets with strong Hispanic communities, allowing advertisers to target this burgeoning demographic where they work, play and socialize. Intercept your audience in their daily activities such as trips to the grocery store, retail stores, gas stations, coffee shops and restaurants.
Overview
SeeSaw Networks can help advertisers understand where and how to target their message to this sought-after demographic. With the most extensive digital out-of-home network in the country, SeeSaw allows advertisers to intercept this audience by strategically weaving their message through daily patterns and activities in markets where Hispanic families work, play and socialize. The rapidly-growing Hispanic consumer market will have a purchasing power of over $1 trillion in just a few years.
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Venues Auto Services - Jiffy Lube Bookstores - BordersTV Coffee Shops - Coffee Bean & Tea Leaf Coffee Shops - Tully's Convenience Stores - TMI Dental Offices Gas Stations - PetroTV Gas Stations - PumpTopTV Grocery Stores Health Clubs - Cardio Health Clubs - WHEN Information Kiosks - Hotspot Juice Bars - Juice It Up Juice Bars - Robeks QSR - Jack In The Box QSR - Noah's/Einstein's Retail - Bookstores Travel Centers University Bookstores US Border Crossings |
Day in the life
Day in the Life of Hispanic Families
Meet Hector and Silvia. Hector is a 42 year-old sub-contractor in residential construction who arrived in the U.S. 30 years ago with his parents and siblings. Today he is married with two children, and seeks to provide them with the opportunities he didn’t have growing up. Silvia is a 27 year-old executive assistant at an accounting firm, born and raised in California. She has dinner with her parents and brothers multiple times per week and maintains close ties with her extended family in Mexico. Both are part of the rapidly growing Hispanic consumer market, which in just a few years will have a purchasing power of over $1trillion.As Hispanic families go about their day, digital signage engages them in a variety of ways in multiple locations.
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8:30 AM – Perk up at the Coffee Shop
8:30 AM – Perk up at the Coffee Shop
Hector stops for a coffee on the way to work. While in line he watches the digital screen on a nearby wall showing the day’s news and weather highlights, interspersed with ads for local businesses. |
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12:30 PM - Staying Fit at the Health Club
12:30 PM - Staying Fit at the Health Club
Silvia likes to use her lunch hour for a quick workout. While on the treadmill she watches programming on the small screen. |
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1:00 PM – Lunch at a Quick Service Restaurant
1:00 PM – Lunch at a Quick Service Restaurant
Hector only has time for a quick lunch, so he stops into a nearby Jack in the Box for a hamburger. While waiting to place his order, he watches programming and ads on a digital screen. |
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4:45 PM – Stocking up at the Grocery Store
4:45 PM – Stocking up at the Grocery Store
Silvia stops by the grocery store on the way home to pick up a few things for dinner. |
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5:45 PM – A Quick Stop at the Convenience Store
5:45 PM – A Quick Stop at the Convenience Store
Hector picks up his son Luis from soccer practice after work. Luis asks his dad if they can buy a Gatorade on the way home; they decide to stop at a convenience store. |
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6:15 PM – Rent a DVD at the Video Rental Store
6:15 PM – Rent a DVD at the Video Rental Store
Silvia decides she wants to stay in and watch a video tonight. She stops at Hollywood video to browse its available selection. |
Activities
Activities for Hispanic families
Hispanic families spend their weekdays and weekends in the following ways:
- Work or school 8-10 hours a day.
- Meals with family 3-5 times per week.
- Weekends are often devoted to relaxing and spending time with family and friends.
- They attend their local church for 2 hours every Sunday, after which Hector’s wife often prepares a meal for the family.
- Once per week they take a family outing, often either to the park or shopping at a nearby mall.
- Lunch or a movie with friends 2-4 times per month.
Research
Research About Hispanic Families“The Hispanic market’s current size, formation of larger households, heavy concentration in the top, youngest, trend-setting markets in the U.S., accompanied by their speedy wealth creation and high consumerism are at odds with the neglect of investment across most advertising and marketing categories. It is imperative for U.S. marketers to reanalyze and immediately adopt new strategies in the way in which they have historically allocated corporate marketing resources.
Source: “Hispanic Marketing: A Critical Market Segment.” By Laura Sonderup
Hispanic Families’ Awareness of Digital Out-of-Home Media
- Hispanic families are significantly more likely than general adults to have seen digital signage in the past 12 months (72% vs. 62% of the general adult population).
- On average, Hispanic families who are aware of this media have seen digital signage advertising in five to six different locations
- More Hispanic families than general adults (45% to 36%) said they had taken action after seeing advertisements on digital signage.
Source: OTX Digital Out-of-Home Media Attitude and Awareness Study - 2008
Download OTX Hispanic Families ResearchDownload OTX Full Report
Spending Patterns of Hispanic Families
- Hispanic consumers have one of the largest disposable incomes of any minority group… “So what we have is a growing market with plenty of money to spend, [and] many of these Hispanic consumers do not yet have any strong brand loyalty because they tend to be younger than the general U.S. population.”
- Roughly 25% of Hispanic Internet users purchased airline tickets, books and clothing/accessories online in the past year, with 6% spending more than $2,500 online during that time.
- Hispanic buying power will reach almost $1.2 trillion by 2011, about six times what it was in 1990 (estimate by the Selig Center for Economic Growth at the University of Georgia).
- According to 2006 estimates released by the Bureau of Labor Statistics, in 2004, Hispanics/Latinos spent more per household on the following categories than non-Hispanic/Latino consumers: groceries, phone services, major appliances, vehicles, children’s clothing, and footwear.
- Hispanics/Latinos are 14% more likely to plan to purchase a new car in the next two years than the general population.
- The average Hispanic/Latino family spends 46% more on weekly groceries than the general market.
- While total telecom spending is expected to rise 5.2% between 2006 and 2011, telecom spending by Hispanics/Latinos is set to jump more than 7%.
Media Consumption of Hispanic Families
- Online Hispanics in the U.S. are “media mavens,” consuming and adopting media and technology at a higher rate than the general population.
- Hispanics lead the general market in “media meshing” and use key mobile phone features as they spend more than half of each day engaged with television, Internet and technology gadgets.
- Overall, Hispanics identified 51 hours of total daily activities, including 14 hours with technology and 13.5 hours with media. Online U.S. Hispanics regularly combine TV and Internet to enrich their media experience and would like to see more online options in Spanish.
- Online U.S. Hispanics are early adopters and users of media, devices and their features compared to the general population.
- 79% have a digital camera (vs. 53% of total population).
- 90% have a cell phone (vs. 79% of total population).
- 66% have a video game console (vs. 52% of total population).
- 61% took photos on mobile phone (vs. 28% of total population).
- 66% use text messaging (vs. 38% of total population).
