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Hispanic Segmentation Service Launched
US agency Simmons has announced the release of Hispanic Cohorts(tm), which it claims is the first Hispanic household-based segmentation system. Hispanic consumers are the fastest growing ethnic group in the US, with over 10 million households today.
The National Hispanic Consumer Survey (NHSC), Hispanic Cohorts(tm) - to give it its full name - follows the format of Simmons' more general market Cohorts but identifies 19 distinct Hispanic consumer segments and gives marketers information on demographics, lifestyles, attitudes and behavioral characteristics for each.
Hispanic segments include 'Luis y Maria', families with teenagers, with the parents' median age 38, household income $35,000 and who make-up approximately 9.1% of the Hispanic population; and Andrea, educated career-oriented moms whose median age is 31, household income $52,000 and representing just over 6% of the Hispanic population.
Simmons President & COO Chris Wilson says that clients can now 'look behind the Hispanic names and realize the purchasing power of these consumers... For the first time, database marketers can combine Simmons syndicated research with household-based segmentation to enhance their Hispanic database marketing efforts'.
'It is important for marketers to recognize that the Hispanic marketplace is not homogeneous' adds Scott Schroeder, President and CEO of Cohorts.
Simmons was recently purchased by Experian. Cohorts has its own web site at www.cohorts.com
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