We hear the following sentiment (or perception… or assumption…) from a number of our Hispanic market research clients… “We want to connect with the un-acculturated Hispanic population, but it’s difficult because they are not online.”
While that may have been true 5-10 years ago, it isn’t any longer.
A few facts to get us started…
* Pew Research Hispanic Center (www.pewhispanic.org)
One of the other issues with the ‘perception’ of acculturation is that it is often “in the eye of the beholder.” That is, the companies doing the looking.
For example, I’m Hispanic. I was born in the U.S. to Mexican immigrant parents, grew up here, went to school here, speak English at home, built a successful business here and live here with my family… and yet, because I don’t do my banking with a traditional savings or checking account, my bank looks at me as “un-acculturated.” Hmmm…
But the reality is this…
So, is acculturation an important factor for accessing the Hispanic population? Yes!
Are un-acculturated Hispanics online? Yes! And in big numbers? Yes!
As part of your Hispanic market research, do you understand acculturation and how to access Hispanics online? If not, give me a call… I’ll be glad to talk with you about it. In fact, one way that we communicate with un-acculturated Hispanics is through our TV advertisement. It runs on Spanish-language television stations across the U.S. – encouraging un-acculturated Hispanics to go online and “join our panel.” Click Here to watch it.
Mario X. Carrasco is a co-Founder of ThinkNow Research and manages their Hispanic Panel. He can be reached at Mario@thinknow.com or phone.