latino lingo

Listen to the Super Bowl en Español

noreply@blogger.com (latino lingo) — Fri, 03 Feb 2012 14:20:00 +0000

Univision radio will again run play-by-play “En Español”of the Super Bowl on Sunday in 10 cities across the U.S. through its “Locura Deportiva” program.

According to Radio Ink Magazine, a one-hour Super Bowl pregame edition live from Lucas Oil Stadium begins at 5 p.m. and then Rafael Hernandez Brito (“El Alcade”) will be joined by analyst Raul Striker Jr. and Joaquin Duro servs as field reporter.

Here are the Univision stations covering Super Bowl XLVI:
· Chicago - WRTO-AM (1200) La Tremenda
· Dallas - KFLC-AM (1270) La Voz del Pueblo
· El Paso - KAMA-AM (750) Kama 750
· Houston – KLAT (1010) La Tremenda
· Las Vegas – KLSQ (870) Radio Variedades
· Los Angeles – KTNQ (1020) KTNQ 1020
· McAllen, Texas – KGBT-AM (1530) La Tremenda
· Miami – WQBA (1140) La Voz de Miami
· New York – WADO (1280) Radio Wado and WXNY (96.3) La Mezcla de New York
· San Antonio – KCOR-AM (1350) La Primera

Portada Magazines' Hispanic Marketing 12 Predictions for 2012

noreply@blogger.com (latino lingo) — Mon, 09 Jan 2012 16:04:00 +0000

Portada Magazine again published predictions for the 2012 Hispanic Marketing and Media industry.

1. Univision’s IPO will take place in 2012
The investors who took the broadcast media private will want to monetize their investment in 2012 through an IPO.

2. Mobile becomes huge for Hispanic Marketing
Mobile media (Mobile phones, Tablets and E-Readers) will become a major force in Hispanic Marketing and Advertising. That is why Portada is dedicating a special event (The Hispanic Mobile Marketing Forum on Sept. 19, 2012) to analyze this phenomenon. Hispanic Consumers spent more than $5.15 billion during this year’s holiday season on mobile devices, according to the Hispanic Holiday Mobile Survey 2011 by Zpryme.

3. The “SoLoMo” trend will continue
“SoloMo”, or Social-Local-Mobile will be increasingly applied to marketing strategies. Particularly in the Hispanic market, where both social networking and mobile usage overindex. Geolocalization when using mobile media, e.g. checking in on Facebook and/or FourSquare, or in review sites such as Yelp will be driving local consumer marketing and advertising. QR Code integrations in print advertising will play a particularly important role for retail. Online-Mobile Gaming and In-Game Advertising will play an increasingly important role.

4. T-Mobile will end in the hands of a Latin Telecommunications giant
Now that AT&T has officially announced that it is no longer pursuing a T-Mobile acquisition, we know for sure that as “a contractual penalty for the collapse of the merger, AT&T will pay T-Mobile $3 billion in cash, and give T-Mobile at least $1 billion worth of spectrum rights. Portada predicts that Latin Telco giants America Movil and Telefonica have a strong chance to end up acquiring T-Mobile.

5. U.S. Hispanic Advertising Market will grow by 5% in 2012…
As 50+ Hispanic marketing executives said in a recently published Portada Survey, U.S. Hispanic Advertising will grow by approximately 5% in 2012 driven by Auto, Political and Financial Advertising.

6. Hispanic Digital Advertising’s expansion will continue to grow at a high rate
While digital advertising in the U.S. Hispanic market still amounts to less than 5% of the overall advertising pie, compared to nearly 20% for the overall U.S. market, the U.S. Hispanic digital advertising market will continue to grow in 2012 at a very high rate.

7. Online Video will be on a roll
Within digital media Hispanic online video advertising will be growing the most. The rationale is very compelling: Hispanics watch more video online than their general market counterparts. Content providers will be working hard to increase their online offerings, particularly of Spanish-language online video, and satisfy the needs of the online video advertising markets.

8. Hispanics Newspapers will do well overall
Hispanic Newspapers will continue to have a relatively strong performance, particularly when compared to their U.S. general market counterparts. The strong community media element of Hispanic newspapers plays in favor of them. So does the fact that print media continues to be a great way to target Spanish-dominant U.S. Hispanics.

9. ImpreMedia will be acquired
Impremedia private equity backers Clarity Partners, Halyard Capital Fund, ACON Investments and Knight Paton Media as well as Goldman Sachs (who provided a loan) are looking for an exit. The likely buyer is a large general market newspaper chain who wants to place a strong bet on the Hispanic digital and print media markets.

10. Measurable (Targeted) Media will continue its expansion
The rise of digital media and the data about audience reach engagement etc that comes with, is impacting other media. Targeted TV (e.g. Hispanic audiences of general market TV programs) are also being developed and increasingly sold to advertisers.

11. E-Commerce and Online Media will get closer
Content Marketing applied to online media has a lot to do with SEO. Once the content attracts an audience, that audience can be monetized via advertising or via e-commerce. Major companies, who attract millions if not tens of millions of unique visitors, are betting on content production to attract the right audience and then convert readers into buyers. Watch out for more and more CPG’s and retailers hiring journalists and editors to produce and curate content on their corporate (media) sites.

12. Spanish-Language Media will continue to lead
During the last months of 2012 several new ventures, particularly digital media properties, have been launched to target English-dominant Hispanics online. Will these in-culture English-language media be able to differentiate itself enough from general market English-language media and obtain major advertising buys? The jury is still out. In any case, while English-dominant targeted Hispanic media is a great addition to the Hispanic advertising and media landscape, we think that, when it comes to mass media, in 2012 Spanish-language will continue to be the pre-eminent way to market to and reach the U.S. Hispanic population.

U.S. Hispanic Market to grow by 5% in 2012

noreply@blogger.com (latino lingo) — Tue, 13 Dec 2011 16:22:00 +0000

Despite the economic challenges, the The U.S. Hispanic Advertising Market will grow between 4%-5% in 2012, according to a survey conducted by Portada

The economy is cited as one of the main risks going forward. “As the recession continues, it will force companies to tighten their purse strings and look for efficiencies in targeting the Hispanic marketplace”, says Lateef Sarnor, Industry Practice Head for the Multicultural category at AOL.

Hulu Latino launches

noreply@blogger.com (latino lingo) — Tue, 13 Dec 2011 15:40:00 +0000

Hulu today announced it has launched Hulu Latino, billed as the "most robust and complete Spanish-language content library available through an online video service in the U.S." per a press release sent to me by Hulu.

As part of the launch, Hulu announced content partnerships with Azteca America, Butaca, Caracol Televisión, Comarex, Estrella TV, Imagina US, Laguna Productions, Maya Entertainment, RCTV, Todobebé Inc, and Venevision.

Hulu Plus subscribers can find current and classic Spanish-language programming, including the entire current season of primetime TV shows from Univision, Galavision and Telefutura. Users of the free Hulu service now have next-day access to a selection of popular current season programming, including recent episodes of popular favorites like La Fuerza del Destino, Aqui y Ahora, Protagonistas and Noche de Perros. Hulu Plus subscribers will be able to watch all the content available on the free Hulu service through any Hulu Plus enabled device.

Hispanics Are Online, But do Marketers See Them?

noreply@blogger.com (latino lingo) — Thu, 08 Dec 2011 16:05:00 +0000

eMarketer expects U.S. online advertising spending to reach $31 billion in 2011. How much of that is spent targeting U.S. Hispanics? Industry figures show it at only $200 million in 2011, a mere 0.65% of the total investment in U.S. online advertising, according to an article in MediaPost's "Engage: Hispanics."

Woefully low, even if you're only targeting Spanish-dominant Hispanics. This has to change in 2012 as studies continue to show Hispanics prevalence for on-line from both traditional and mobile/tablet platforms.

Playwright objects to Hartford theater's casting of Caucasians in leading role

noreply@blogger.com (latino lingo) — Fri, 02 Dec 2011 22:59:00 +0000

The Hartford Courant published an article about "The Motherf**ker With The Hat" Playwright Stephen Adly Guirgis objecting to Hartford-based TheaterWorks casting Caucasians in the lead roles of the play.

Guirgis, the article states, was most upset that TheaterWorks made no effort to bring in Hispanics for the leading roles of Jackie and Veronica, a dysfunctional and volatile Puerto Rican couple. In addition, he said the casting notice made no reference to the leading characters being Puerto Rican.

TheaterWorks Executive Director Steve Campo conceded the point, saying, "in the future TheaterWorks will certainly seek and take advantage of all available resources to more effectively reach out to Latino theater artists, especially when obviously appropriate roles are available.”

What's also unacceptable, in addition to not making an attempt to cast more credible roles, is the fact TheaterWorks made no apparent effort to market the production to the Hispanic market in the area, which is overwhelmingly Puerto Rican.

Hartford's mayor is Puerto Rican mayor and Caucasians are the minority in the capital city. In Hartford County, there are 136,783 Hispanics with 95,964 of those (70%) being Puerto Rican, according to the U.S. Census Fact Finder. In the city, Hispanics comprise nearly 45% of the total population with Puerto Ricans comprising 77% of the Hispanic population.

As my daughter would say this is an "epic fail."

Value of Facebook fan to a business? $10/each

noreply@blogger.com (latino lingo) — Wed, 23 Nov 2011 14:59:00 +0000

A new study looked at more than 5 million Facebook ads placed by 50+ clients from May-September of this year, the study looked at the cost of acquiring new fans, and what it took to get them to perform a desired action.

In calculating the value of a Facebook fan, the study found it to be $10 per fan, assuming a constant cost-per-click of $1.

The article states that fans, unsurprisingly, perform desirable actions such as installing an app, voting in a contest and making a purchase at a much higher rate, and it's significantly cheaper to prompt them to do so through advertising than it is to prompt non-fans. Specifically, fans are 291% more likely to engage with a brand than a non-fan.

Facebook fans are more likely to engage in deeper actions. Source: SocialCode

Online Hispanics Have A Hard Time Finding Health Information In Spanish

noreply@blogger.com (latino lingo) — Fri, 11 Nov 2011 17:41:00 +0000

"When it comes to being healthy, Hispanics have several things going against them: language and cultural barriers, lack of access to preventive care and lack of health insurance. But there is another, lesser-known barrier that prevents them from living healthier lives: lack of online health information in Spanish." So says Lee Van in his MediaPost article about the lack of Spanish-language health content.

In the past 12 months, usage of health websites skyrocketed among the bilingual and Spanish-preferring online Hispanics. As a result, more than half of all online Hispanics visits a health site each month.

Growth in health site visitation by segment September 2010 - 2011
English Preferring: 25%
Bilingual: 47%
Spanish Preferring: 35%
All Hispanics: 32%

Percent of given segment that visited a health site in September 2011
English Preferring: 53%
Bilingual: 52%
Spanish Preferring: 51%
All Hispanics: 52%

This article ties back to what I wrote about in January 2010 after the release of the AOL Cyberstudy, which pointed out that Hispanics recognize the disparity between the availability of English and Spanish-language content. They perceive English sites as more comprehensive in part because they know the Spanish content is not.

Further, the study showed that Hispanics often prefer English content and mistrust Spanish content because Spanish-language sites are often little more than literal translations of English content. In fact, only 3% of respondents found Spanish sites more trustworthy and useful than those in Spanish.

The only way to overcome this challenges is to offer relevant, comprehensive and trust worthy health information in Spanish. As Lee points out at the end of his article, there is a clear demand for Spanish language health information online and relatively few companies providing it.

U.S. Hispanics More Receptive to Ads

noreply@blogger.com (latino lingo) — Thu, 10 Nov 2011 14:47:00 +0000

Research shows that U.S. Hispanics are more responsive to ads than non-Hispanics, especially when the creative celebrates cultural sensibilities, according to an article in eMarketer reporting on new advertising research study by comScore.
In other words, being culturally relevant and not just focusing on language preference makes the difference. This is an important consideration as Hispanics, the nation’s fastest-growing population, will spend $1.48 trillion in 2015, according to data from the Selig Center for Economic Growth at the University of Georgia’s Terry College of Business.

Moving Beyond The Hispanic 'Right Spend' Argument

noreply@blogger.com (latino lingo) — Mon, 07 Nov 2011 21:46:00 +0000

How much should a company allocate for the Hispanic market? The Association of Advertising Agencies says it's 14.2%. But, is that a number that can arbitrarily used across the board? I've said no for quite some time. Instead, I've always advocated that the "right" spend should link, if nothing else, to a company's actual customer base that is Hispanic. In other words, if your target market is 40% Hispanic then your budget allocation should be 40% or close to 40%.

Here is an article from Jose Villa that takes my argument into a few more specific, and relevant, areas. He argues, correctly, that the AHAA number not only can't be applied as a macro approach but also that the recommended percentage only focuses on Spanish-language paid media.

Perhaps that's the right number if on top of that you add, as Jose says, earned media (i.e. public relations, events social media, etc.) as well as "owned" media (i.e. in store). Perhaps. But there is a danger, and ultimately a diminishing return on an association like AHAA, if we as an industry start settling for a "magic number."

Free "How To" guide to Hispanic social media marketing available

noreply@blogger.com (latino lingo) — Fri, 14 Oct 2011 22:38:00 +0000

The official 2011-2012 U.S. Hispanic Social Media Guide, the second annual "How To" guide to Hispanic social media marketing, is now available for free download by registering at www.hispanicize.com .

Produced by Hispanicize and the Hispanic PR Blog in partnership with the Hispanic Public Relations Association (HPRA) and the Word of Mouth Marketing Association (WOMMA), the 62-page guide explores current and upcoming trends in the Latino social media and marketing.

Among this year's highlights are unique content directly from the Hispanicize 2011 conference as well as a surprising, first-of-its-kind report on how Fortune 100 companies are using various social media platforms to reach Hispanics.

Read the whole story here.

AHAA: Strong relationship between ad spend allocation to Hispanic media and revenue growth

noreply@blogger.com (latino lingo) — Thu, 13 Oct 2011 16:02:00 +0000

The Association of Hispanic Advertising Agencies, who is hosting its annual conference in Miami this week, released a report that shows that the higher the percentage of overall all spend allocation to Hispanic media, the higher the company's revenue growth.

Specifically, those companies that allocate more than 14.2 percent in Hispanic marketing are showing high levels of topline revenue growth, the report says.

AHAA has divided Hispanic advertisers into five categories:

Best in Class, defined by their allocation of more than 14.2 percent of overall ad budgets to Hispanic media;
Leaders, companies which allocate between 6.4 and 14.2 percent;
Followers, which allocate between 3.6 and 6.4 percent;
Laggards, defined by their Hispanic allocations of 1.0 to 3.6 percent; and
Denial, defined by their allocation of less than one percent.

Those of you who follow my blog or see my Hispanic Marketing Forum presentations know how much I talk about the importance of budget allocation. I still confront many companies who claim not to have a "Hispanic marketing budget" when in fact their issue is one of proper allocation rather than needing more resources.

I invite you to read an article I wrote on the topic of allocation in April 2009 in Media Post that still rings true today.

Credit Unions Can Serve the Real Latino Market

noreply@blogger.com (latino lingo) — Thu, 08 Sep 2011 13:46:00 +0000

Good article from the Credit Union Times discussing the "real v. perceived" Hispanic market opportunity for credit unions. The notion that Hispanics in general are a disadvantaged and not profitable segment for financial services institutions continues in the minds of many marketers from financial services institutions like credit unions. Not so with large national banks or even retailers like Wal-Mart who continue to actively pursue both Hispanic retail and business banking customers.

From an industry perspective, however, the trend is toward serving all facets of the Hispanic market segment as the NCUA recently announced its MyCreditUnion.gov website is now available in Spanish. While the site seems to be a direct translation rather than a cultural transcreation, it is a start.

10 industries set to benefit from growing Hispanic market

noreply@blogger.com (latino lingo) — Thu, 18 Aug 2011 15:17:00 +0000

By 2016, the Hispanic demographic will comprise 17.8 percent of US residents and, while the nation’s buying power is projected to grow 27.5 percent to $14.7 trillion, the Hispanic population’s buying power is forecast to grow a whopping 48.1 percent to $1.6 trillion.

Industry research firm IBISWorld analyzed the Hispanic population’s contribution to numerous industries between 2011 and 2016 and identified the top 10 US industries in which Hispanic market share is growing the fastest.

Ranked by percentage of growth expected from 2011-2016 they are:

Consumer Electronics Stores

Men's Clothing Stores

Children and Infants Clothing Stores

Car/Auto

Advertising Agencies

Single location full service restaurants

Credit card processing/money transferring

Trade and technical schools

Department Stores

Sports Franchises

Is Hartford's new branding effort really hitting the mark?

noreply@blogger.com (latino lingo) — Wed, 27 Jul 2011 15:54:00 +0000

I attended the MetroHartford Alliance (of which our agency is a member) event today where they unveiled options for a new branding platform for Hartford. As a professional marketer, I went into the event sympathizing with the position the agency was in as it’s never easy to re-brand anything, certainly a city. You do open yourself up to criticisms and those with strong opinions on one side or the other and, of course, to the “if it ain’t broke don’t fix it” crowd that resists change no matter what.

It’s also not easy to present work that is not completed, though I would have recommended the executions be just a little more refined before showing to the public (certainly some storyboards for the TV concepts at least). I’m not the type of person who will criticize logos, colors and treatments if what is being shown delivers on the research and the strategy. To be fair, the concepts (download them here) mostly did deliver on what the research showed and who they said was their target audience.

But, therein is the problem for me. The research they showed indicated that people come to Hartford for things that are “live,” i.e. events, attractions, dining, nature, etc. The agency then outlined 4 target groups ranging from millenials to seasoned citizens and groups in the middle. The one constant characteristic in the target groups they identified as their focus is that they were all made up of people who already either live in or come to Hartford. In other words, they are choir audiences. They called it a “captive audience” during the presentation.

My first concern is that I would think Hartford wants people who aren’t as familiar with what the city offers to enjoy Hartford and spend money here versus other places. I understand this could be a challenge from a budget perspective, but Hartford competes with neighboring cities and towns and has to clearly differentiate. If I live in Middletown and want to go out, do I turn north on 1-91 to Hartford or south to New Haven, for example? What’s the compelling reason to go to Hartford? The differentiation can’t be as simple as Hartford offers “live” experiences as New Haven, in this example, can also say the same.

The second concern is that preaching to a choir audience doesn’t address the 800-pound gorilla that I believe Hartford’s image continues to struggle with: that it’s a dead city on nights and weekends. The comment was made during the presentation that once people realize what Hartford has to offer they were really “surprised.” So, why keep that hidden from those that have no idea what Hartford offers or worse have a false image of what Hartford has to offer, and spread that image? One gentleman from Manchester during the Q&A said that he has no idea what to do in Hartford when his friends from throughout the country come to visit. Simply put, he should. I don’t believe the solution is to reinforce this negative in marketing by saying so overtly that “yes, we are alive after 5,” but it is a real issue that needs to be addressed and doesn’t seem to be with the concepts and executions shown today.

The third concern is that the campaign is focused on a very small and, frankly, Caucasian audience. If the strategy is to focus on choir audiences in Hartford – which I don’t agree with – then the campaign simply misses the boat and will be a short-term campaign by ignoring multi-cultural audiences since the 2010 Census showed was the only growth in the state. Especially the Hispanic population that makes up 45% of the capital city (and keep in mind the average age in Connecticut is 40 but only 27 for Hispanics) and accounted for the majority of the population increase from 2000-2010. Add to that the African American, West Indian and a host of other ethnic populations, Hartford is a minority-majority city. It has been for some time and even has a Hispanic mayor. The solution, however, isn’t as simple as changing the creative by substituting a Black face for a White one or changing the copy from English to Spanish. Hartford can’t just talk about the vast cultures in Hartford as an attraction of the city, it has to speak in a culturally-relevant manner to minorities in Hartford so that they attend more events, go see more shows, visit the Science Center and the Mark Twain House and the Children’s Theater and the Wadsworth Antheneum, etc. Right now, that simply isn’t happening at a level that it should.

I’m just afraid the horse has left the barn on this one and we are at a point where addressing these concerns may be a foregone conclusion as we have entered a period of public comments to try to reduce the 3 concepts down to 1.

I do wish Hartford luck. As a company with a major office in Hartford, we need the city to succeed for us to succeed. This is a great city with so much to offer, I just hope it’s not a small select group of people who get to know about it.

Latinos Leading the Mobile Web (and sleep with their phones)

noreply@blogger.com (latino lingo) — Wed, 20 Jul 2011 18:01:00 +0000

The rapid growth of Hispanic mobile use is reshaping the way consumers use their devices. Here are some statistics from an article from ClickZ:

-- Almost half of Latinos own a smartphone, a much higher percentage than the general population.
-- 65% of Latinos use their handset as their primary access to the Internet.
-- 60% of Latinos use their mobile phone as their primary phone service.
-- 75% of adult Hispanics sleep with their phone.
-- 74% of Latino mobile subscribers are between 18 and 44 years old.
-- More than 30 percent of iPhone users are Hispanic. But they are also Android fans: around 30 percent of Latinos with a smartphone have an Android phone and growing.

Kraft triples Hispanic spend after being labled a "follower"

noreply@blogger.com (latino lingo) — Mon, 27 Jun 2011 20:06:00 +0000

A 2010 report by the Association of Hispanic Advertising Agencies labeled Kraft, with an allocation of just 3.8% of its ad budget for Hispanic media in 2009, a “follower”, narrowly averting a “laggard” label by a mere .2%.

To their credit, Kraft responded by tripling its 2010 spending on Hispanic marketing, according to an article on shopperSight News.

They are leading with their Kool-Aid brand and launched a Spanish-language advertising campaign that includes television commercials on Univision and Telemundo. They are also investing in community relations-related events.

Minorities consume media differently than Whites

noreply@blogger.com (latino lingo) — Tue, 14 Jun 2011 03:21:00 +0000

A study by Northwestern University outlines stark differences in media use between ethnic and White youth. The study, “Children, Media and Race: Media Use Among White, Black, Hispanic and Asian American Children,” is based on a new analysis, by race, of data from the Kaiser Family Foundation’s previous media use studies.

• Minority youth are especially avid adopters of new media, spending about an hour and a half more each day than White youth using their cell phones, iPods and other mobile devices to watch TV and videos, play games, and listen to music (a total of 3 hours and 7 minutes, or 3:07 in mobile media use among Asians, 2:53 among Hispanics, 2:52 among blacks, and 1:20 among whites).

• Traditional TV viewing remains the most popular of all media—with black and Hispanic youth consuming an average of more than three hours of live TV daily (3:23 for blacks, 3:08 for Hispanics, 2:28 for Asians and 2:14 for whites).

• TV viewing rates are even higher when data on time-shifting technologies such as TiVo, DVDs, and mobile and online viewing are included. Total daily television consumption then rises to 5:54 for black youth, 5:21 for Hispanics, 4:41 for Asians, and 3:36 for whites.

• Black and Hispanic youth are more likely to have TV sets in their bedrooms (84% of blacks, 77% of Hispanics compared to 64% of whites and Asians), and to have cable and premium channels available in their bedrooms (42% of blacks and 28% of Hispanics compared to 17% of whites and 14% of Asians).

• Minority youth eat more meals in front of the TV set—with 78% of black, 67% of Hispanic, 58% of white and 55% of Asian 8- to 18-year-olds reporting that the TV is “usually” on during meals at home.

• Trends such as TV sets in the bedroom and eating meals with the TV on begin at an early age. Black children under 6 are twice as likely to have a TV in their bedroom as whites and more than twice as likely to go to sleep with the TV on. Black children under 6 are almost three times as likely to eat dinner in front of the TV than white children the same age.

• Asian youth spend more time in recreational computer use: nearly 3 hours a day (2:53) compared to just under 2 hours for Hispanics (1:49), nearly 1-1/2 hours for blacks (1:24) and slightly less for whites (1:17).

• Asian youth also are more likely to have computers at home (an average of 2.8 computers per home compared to 2.0 for whites and 1.8 for blacks and Hispanics) and are more likely to have a computer in their bedroom (55%, compared to 39% of Hispanics, 34% of blacks, and 32% of whites).

• No significant differences exist in the time young people spend using a computer for schoolwork, and only modest differences are evident in their tendency to multitask with media while doing homework. White, black and Hispanic youth average 16 minutes a day using a computer for schoolwork while Asians average 20 minutes (not a significant difference). The proportion of young people who report using entertainment media “most of the time” while doing homework ranges from 28% of whites and 30% of Asians to 35% of blacks and Hispanics

• There are no significant differences in time spent by youth multi-tasking their media. For example, 37% of white, 44% of black and 41% of Hispanic middle and high school students report using another medium “most of the time” while watching TV.

Connecticut average age getting older (except for Hispanics)

noreply@blogger.com (latino lingo) — Fri, 27 May 2011 22:03:00 +0000

Connecticut's median age is now 40, according to the U.S. Census. The New Haven Register reports it is one of 7 states in the U.S. with a median age over 40. What the article doesn't mention is that the Hispanic population in CT is only 27.

Why is this significant? First, the actual age of non-Hispanic Whites in Connecticut is 43; meaning the younger Hispanic population is why the overall median age is 3 years younger.

Second, as I wrote in March when the state Census figures were released, Hispanics accounted for 94% of the real growth in Connecticut. The total population increased by 168,532 people and the Hispanic population increase was 158,746. Non-Hispanic Whites actually decreased by nearly 100,000 people.

This means that Connecticut's future consumers, future business owners and the future workforce are going to be more and more Hispanic. And that is certainly significant and worth mentioning.

I really wish news articles on population changes told the whole story.

More Latinos than Amish in Lancaster County

noreply@blogger.com (latino lingo) — Tue, 24 May 2011 13:34:00 +0000

There's more carne asada being eaten than shoofly pies and more people named Jose than Jacob in Lancaster, Penn., according to an article in The Patriot-News.

"Increasingly, the flavors of this south-central Pennsylvania region — famous for its mud sales and outlets — bears a marked Latin accent that goes beyond language and cuisine. Latinos have forged a foothold in Lancaster County. In recent years, their population numbers have quietly surpassed that of the Amish. About 45,000 Latinos live in Lancaster County, according to the 2010 census. The census does not track the Amish or plain communities in Lancaster County. But in 2010, the Elizabethtown College center that studies the Amish estimated about 30,000 living in Lancaster County. "

Little goats get to go to college!

noreply@blogger.com (latino lingo) — Tue, 17 May 2011 13:30:00 +0000

The subject line of a press release sent to me today reads, "La ayuda de los ganadores de lotería envía a cabritos a la universidad." Loosely translated it says "The help from lottery winners sends little goats to college." Don't get me wrong, I'm all for everyone having an opportunity to attend college.

The other problem with the translation is that for many Hispanics, words associated with "cabra" or goat refer to someone whose significant other cheated on them. When you call someone a "cabron" or a derivative of the word, it is a major insult/swear word. As such, my initial reaction was laughter about that, and less about little goats going to college.

I don't want to take away from Jacki and Gilbert Cisneros' generosity of establishing a $2.6 million scholarship fund with the Hispanic Scholarship Fund from their $266 million lottery winnings. They should be commended and emulated. I trust that their story will continue to get out there despite the literal and poorly translated press release from Lipman Hearne (the release has other problems as well).

As a blogger I receive many pitches and subscribe to different news services and sources. I enjoy reading what companies and organizations are communicating, but often read many poorly translated press releases. Grammatical errors, sure. But, most are literal and their originators don't take the time to make them more relevant for Hispanic readers. Just like advertising, press releases should also account for cultural relevance.

Banks must focus on service as mobile banking increases

noreply@blogger.com (latino lingo) — Mon, 16 May 2011 13:43:00 +0000

... so says a recent report by Forrester entitled, "The State of US Mobile Banking." Forrester also predicts that mobile banking will grow by an average of 20 percent per year over the next five years to reach 50 million U.S. adults by 2015. The growth is being driven by smartphone adoption as well as by banks efforts to support a wide variety of mobile device platforms.

As I wrote last year , Hispanics are rapidly adapting to mobile banking and now account for 30% of the mobile banking industry.

For Hispanics, perhaps more than non-Hispanic Whites, customer service is paramount in establishing brand preference, and building trust. With a large number of Hispanics being unbanked or underbanked, it's important for traditional financial service institutions to provide trustworthy services, that now must extend to mobile. Otherwise, retail outlets like Wal-Mart that are entering the industry will earn the Hispanic market share because of the relationships they've built with other services and products.

PR Pros agree social media is important for reaching Hispanics, but only 45% use it

noreply@blogger.com (latino lingo) — Fri, 22 Apr 2011 20:23:00 +0000

While acknowledging social media's importance, only 45% of respondents to a recent study say they uses said they actually use it, compared to 92% who use it to reach mainstream markets.

The study -- conducted by TeleNoticias and LatinoWire, surveyed PR professionals in conjunction with the Hispanic Public Relations Association (HPRA), Hispanicize, HispanicAd.com and Survey.com -- points out that the Hispanic market is top of mind for marketers as the results of the 2010 US census are released, and as the audience demands that companies interact with it where it is — online.

MA, NY, RI and MI population growth attributable to Hispanics

noreply@blogger.com (latino lingo) — Tue, 29 Mar 2011 18:01:00 +0000

Essentially, the entire population increases from 2000-2010 in Massachusetts, New York, Rhode Island and Michigan were attributed to the Hispanic population, according to the 2010 Census. This and Census data from 6 other states follows:

District of Columbia
-- The Hispanic population is 54,749, up 21.8% from 2000 when it was 44,953 -- Non-Hispanic population increased 3.8%
-- The state's overall population increased by 29,664 people, of which 9,796 (or 33%) were Hispanics

Maine
-- The Hispanic population is 16,935, up 80.9% from 2000 when it was 9,360
-- Non-Hispanic population increased 3.6%
-- The state's overall population increased by 53,438 people, of which 7,575 (or 14.18%) were Hispanics

Massachusetts
-- The Hispanic population is 416,775, up 53.8% from 2000 when it was 271,003
-- Non-Hispanic population increased 2.9%
-- The state's overall population increased by 198,532 people, of which 198,925 (or 100.2%) were Hispanics

Michigan
-- The Hispanic population is 436,358, up 34.7% from 2000 when it was 323,877
-- Non-Hispanic population decreased by -1.7%
-- The state's overall population decrease by -54,804 people, and increased by 112,481 Hispanics

New Hampshire
-- The Hispanic population is 36,704, up 79.1% from 2000 when it was 20,489
-- Non-Hispanic population increased 5.3%
-- The state's overall population increased by 80,684 people, of which 16,215 (or 20%) were Hispanics

New York
-- The Hispanic population is 3,416,922, up 19.2% from 2000 when it was 2,867,583
-- Non-Hispanic population decreased -0.9%
-- The state's overall population increased by 401,645 people, of which 549,339 (or 136.77%) were Hispanics

Puerto Rico
-- The Hispanic population is 3,688,455, down -2.0% from 2000 when it was 3,762,746
-- Non-Hispanic population increased 9.6%
-- The commonwealth's overall population decreased by -82,821people, of which -74,291 were Hispanics

Rhode Island
-- The Hispanic population is 130,655, up 43.9% from 2000 when it was 90,820
-- Non-Hispanic population decreased by -3.9%
-- The state's overall population increased by 4,248 people, of which 39,835 (or 937.74%) were Hispanics

South Carolina
-- The Hispanic population is 235,682, up 147.9% from 2000 when it was 95,076
-- Non-Hispanic population increased 12.1%
-- The state's overall population increased by 613,352 people, of which 140,606 (or 22.92%) were Hispanics

West Virginia
-- The Hispanic population is 22,268, up 81.4% from 2000 when it was 12,279
-- Non-Hispanic population increased 1.9%
-- The state's overall population increased by 44,650 people, of which 9,989 (or 22.37%) were Hispanics

Spanish-Language Laptop Sold in U.S. Stores for First Time

noreply@blogger.com (latino lingo) — Mon, 28 Mar 2011 00:50:00 +0000

Dell is selling a $499 Spanish-equipped Inspiron M5030 at BrandsMart USA stores and through its website, marking the first time a core-Spanish laptop has been sold in the United States, according to Dell.

“Dell understood the need to offer its Spanish speaking consumers a laptop that was 100 percent designed for them. Our research shows that there are over 17 million individuals in the U.S. who communicate exclusively in Spanish and for whom connectivity with family is essential,” Dell account executive Gerald Zapata is quoted as saying in an article on FoxNews Latino. “This was a clear opportunity for us," he added.