Top 10 Hispanic/Latino Markets for 2006
| |
Place Hispanic/Latino
Population (millions) |
Percent of
Area's Population |
Primary Country of
Origin by Market |
| 1. |
Los Angeles |
8.4 |
46.7% |
Mexico 80% |
| 2. |
New York |
4.3 |
20.7% |
Puerto Rico 31% |
| 3. |
Miami |
2.1 |
48.6% |
Cuba 46% |
| 4. |
Chicago |
1.9 |
19.5% |
Mexico 81% |
| 5. |
Houston |
1.9 |
33.6% |
Mexico 81% |
| 6. |
San Francisco |
1.7 |
23.7% |
Mexico 76% |
| 7. |
Dallas/Fort Worth |
1.6 |
24.5% |
Mexico 88% |
| 8. |
Phoenix |
1.2 |
26.6% |
Mexico 93% |
| 9. |
San Antonio |
1.2 |
53.8% |
Mexico 91% |
| 10. |
Rio Grande Valley |
1.1 |
NA |
Mexico 96% |
Hispanic-American Consumers
Accept More E-Mail
More time online and tolerant inboxes.
Tolerance for e-mail marketing varies for different demographic groups, according to new Mintel Comperemedia data cited by MediaPost.
Mintel said that Hispanic consumers accepted 11 such e-mails monthly, versus 7.4 for non-Hispanic consumers—nearly 50% more. "This population is certainly more receptive to marketing and offers," said Carmen Curran, senior e-mail analyst at Mintel Comperemedia.
This does not mean e-mail marketers should start queueing up e-mails for every offer under the sun. Even when a relationship with a company was established, about 15% of Hispanic consumers said they never wanted to get new offer notifications, special rewards and incentive opportunities or newsletters.
Still, that was more tolerant than non-Hispanic consumers. About one-quarter of non-Hispanics said they never wanted to receive such e-mails, even from companies with whom they had a relationship.
Notably, Hispanic consumers' tolerance for e-mail marketing is not based higher e-mail penetration than other demographic groups. A greater percentage of non-Hispanic whites actually read and write e-mail.
Ms. Curran of Mintel suggested that the tendency to accept more e-mail, or at least not to reject it outright, was related to time spent online.
"Hispanics tend to spend more time online while at home than the general population (9.2 hours per week versus 8.5 hours), so receiving information and offers through e-mail makes sense to them," she said.
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