|The new project is focused on U.S.-acculturated Hispanics.
9% of U.S. population
The new research project is focused on the acculturated Hispanics who the agency claims make up 63% of all Latinos in the U.S. and 9% of the total U.S. population.
There is no generally agreed-upon term by research groups for Latinos who are constantly making choices between Hispanic and mainstream culture; Yankelovich refers to them as "intercultural Hispanics," Synovate calls them "partially acculturated" and Simmons uses the term "integrated Hispanics."
The goal of the WingPulso survey is to monitor how near or far intercultural Hispanics -- the term the agency uses -- are from the mainstream culture, what triggers changes in their attitudes and behavior and how brand consumption or purchasing decisions are affected.
Different attitudes and values
"So many clients say that if [Hispanics] are watching English-language media, they're assimilated and can be reached through the general market message," said Jackie Bird, Wing Latino's president-CEO. "But their attitudes and values are very different."
Spanish-dominant consumers are often more easily reached, simply by using Spanish-language TV.
For the purposes of the survey, Wing Latino chose Hispanics who have lived in the U.S. for at least five years, speak Spanish and English and say they value both their Hispanic heritage and U.S. culture. Gary Bonilla, Wing Latino's vice president and strategic service director, said the survey will be conducted regularly through online questionnaires on different topics using the same panel of 181 intercultural Hispanics, recruited through Spanish-language portal Terra, and 255 non-Hispanic whites.
First round of findings
The first round of survey findings reinforces generally held beliefs about Hispanic consumers, such as the importance of family. For instance, 22% of the intercultural Hispanics surveyed between the ages of 22 and 39 still live with their parents, a figure more than five times as high as the 4% of non-Hispanic respondents who say they live at home. And 14% of Hispanics say they are supporting one or more parents, compared to less than 3% of non-Hispanic respondents.
Regarding socializing at home, 54% of Hispanic respondents strongly agreed that families and friends come together at mealtimes, compared to 38% of non-Hispanic whites. In other family-related questions, 72% of Hispanics put family before financial success, compared to 52.5% of non-Hispanics, and 66% of married Hispanics strongly agreed that the well being of their family is more important than their own, compared to 40% of non-Hispanics.