Older Hispanics Have a More Sub-prime Skew than the General Adult Population 09/16/2004
The Media Audit surveyed almost 10,000 Hispanics
in 85 U.S. markets in order to capture information relevant to advertisers targeting this audience. Some of the information on generational differences concluded by the study is relevant to targeting segments of the overall Hispanic community with different price point offers. According to the survey, Hispanics lose ground in both affluence and education in older age groups. Only 4.6% of Hispanics age 50 or older have annual household incomes of $50,000 or more, while the percentage among the general adult population is 11.6%. This suggests that when advertising to an older Hispanic audience, sub-prime or lower price point offers may pull more effectively, and therefore, provide a greater return on investment.