HispanicBusiness

Birthplace Impacts Shopping Priorities

Digging deeper into the Hispanic market, the study uncovers significant differences between U.S.-born and foreign-born Hispanic consumers. Foreign- born respondents were significantly more attracted to the tailored offerings of local stores specializing in serving Hispanic customers with 42% saying they often shop in these stores vs. 26% of U.S.-born Hispanics.

While both groups select Wal-Mart as their favorite store, following is a breakdown of how their shopping priorities differ based on the factors they select as very important in deciding where to shop:

U.S.-born Foreign-born Low prices 70% 83% Convenient location 67% 75% Wide range of merchandise 68% 73% Employees who speak Spanish 33% 69% Products relevant to Hispanic consumers 35% 64% Wide range of payment options 35% 55% Spanish signage 22% 65% Product packaging and labels in Spanish 20% 58% Owner is a member of the local community 28% 40%

"One has to be careful to recognize that the Hispanic American market is not a single market, but rather consists of a diverse set of consumers based on differences in language and country of origin, among other factors," explains Fay. "Unless marketers carefully study this segment, they take a significant risk of missing the mark."

About Hispanic OmniTel(TM)

NOP World's Hispanic OmniTel is a quarterly survey of the Hispanic American market that represents all Hispanic American adults nationwide. The survey offers an efficient way to understand trends and issues relating to this rapidly growing market.

About NOP World

A leading supplier of syndicated and custom research, NOP World is a wholly-owned subsidiary of UK-based United Business Media. Through industry- specific business units, it offers focused expertise across 6 areas -- automotive, business and technology, consumer and retail, financial services, health and media. Industry specialists are supported by five Centers of Excellence. Four focus on the key stages of the marketing cycle-Market Opportunity, Brand Strategy, Marketing Effectiveness and Customer Management. The fifth-NOP World's Research Center of Excellence-provides best-in-field research design, methodologies and analytics.

About United Business Media

United Business Media (http://www.unitedbusinessmedia.com/) is a leading provider of business-to-business media solutions. Its products and services help companies around the world meet their market information needs. In addition to NOP World, UBM's businesses include PR Newswire, the world's leading corporate news distribution service and CMP, the business-to-business, media and exhibition group operating in focused market sectors, including high-tech, healthcare, property, entertainment, jewelry and fashion in the US, UK, Asia and Europe.

For more information contact: Francine Vassallo/Sara Preschel Liz Nolley Padilla Speer Beardsley NOP World 212-752-8338 800-456-4405, ext. 3520 fvassallo@psbpr.com/spreschel@psbpr.com enolley@nopworld.comNOP World

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