Hispanics are 29 percent more likely than the general population to use a coupon from a social site and are twice as likely to share or trade coupons through social media websites, according to a national consumer panel survey.
The Valassis Shopper Marketing Report, issued by intelligent media delivery company Valassis, indicates that U.S. Hispanics use digital and print coupons, frequent shopper cards and mobile savings apps at a higher rate than the general U.S. population.
The U.S. Hispanic population has grown 45 percent during the last 10 years, Valassis says, and its buying power has kept pace with its increased numbers.
Harness the purchasing power
Hispanics' purchasing power is growing faster than any other consumer segment, making them a highly desirable target audience, the report says.
However, generational preferences across cultural, bi-cultural and general content sites can make Hispanic consumers hard to reach.
Marketers must overlay geography with behavioral and other shopper marketing intelligence to deliver relevant messaging in the right media channel, Rajat Shroff, vice president of product management and business development at Valassis subsidiary Brand.net, said at a recent media boot camp.
"We rely on both geospatial and demographic data in order to create highly targeted sub-ZIP Code level reach to activate 70 percent of Hispanic households compared to the 30 percent reach of a more traditional online approach," Shroff said in a news release. "There is great potential among this growing population."
There are 14.4 million Hispanic households in the U.S., according to the release. Brand.net says it is able to reach about 10.1 million Hispanic households across generations and devices compared to traditional online, cookie-based targeting techniques that reach only about 4 million Hispanic households.
Valassis (NYSE: VCI) subsidiaries include Brand.net and NCH Marketing Services Inc. RedPlum is its consumer brand. For more information, click HERE.
Original headline: Savings-minded Hispanic Consumer is Digitally, Socially Charged
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