DIRECT MARKETING TO THE HISPANIC CONSUMER

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Simmons Market Research conducted a survey of 1,700 Hispanic consumers on behalf of DraftWorldwide, Chicago. Here are some facts the study revealed.

* 72% say they always read their direct mail.

* 60% of the direct mail sent to homes is in English.

* 52% of the respondents speak only Spanish in their homes.

* 40% say they get only 10 pieces of direct mail a year

* 39% say they want to receive more direct mail.

* 79% of the respondents say they believe marketers should make an effort to understand/respect Hispanic consumers.

* 77% say they are loyal to brands they like and 54% say they are loyal to marketers they know support Hispanic communities.

* Nearly half say they are not respected by non-Hispanic sales people.

* 55% think marketers take advantage of Hispanic consumers.

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