Expanding Opportunities for

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Expanding Opportunities for Hispanic
Marketing Jose Cancela President, Radio Unica,
Inc. March 27, 2003
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Radio Unica Network
Who We Are

• Hispanic Americas only Radio Network

• National Distribution
• 42 stations
• 14 Owned and Operated Markets
• 80 coverage of the Hispanic market
• News, Talk and Sports with Stars!
• Interactive, personality based programming
• 19-hours of live, original programming per day
• National, Regional Local Promotions

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Trusted Advisors More Than Entertainers
Paul Harvey Commentary
Jim Rome Sports
Dr. Dean Edell Medicine
Oprah Personal Improvement
Dr. Phil Family Relationships
Rush Limbaugh Political
Tom Joyner ABC Urban
Bob Brinker Finance
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Radio Unica Trusted Advisors
Network News News, and Daily Events
Descalzi en Directo News Talk with an Edge
Dra. Aliza Lifshitz Medical Commentary
Dra. Isabel Family Relationships
Unica en Deportes Hispanic Americas Sports Talk
Pedro Sevcec Finance/Commentary
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The U.S. Hispanic Market
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The U.S. Hispanic Market
Based on the latest Census figures (July 2001),
Hispanics account for 13 of the total U.S.
population.
2001
1990
Asian Pacific Islander 4
Asian Pacific Islander 3
Other 3
Hispanic 13
Other 5
Hispanic 8
Black 12
Black 12
White 68
White 72
Universe 249 Million
Universe 285 Million
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Hispanic Population Facts

• At 37 Million, Hispanics are now the largest
  minority group in the U.S.
• Hispanics are the largest minority group in 23
  of the 50 states!
• The US Hispanic population is the 5th largest of
  any Spanish speaking country in the world, more
  populous than Canada!

Sources U.S. Population Statistics U.S. Census
Bureau 2000 July 2001 Strategy Research
Corporation 2002 U.S. Hispanic Blue Book
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Hispanic Market Growth

• From 1990 to 2000 the Hispanic population in the
  United States increased by 13 million more than
  50
• The general U.S. population increased 13 during
  the same time period

Source US Census Bureau 2000, July 2001
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Hispanic Market Growth

• Based birth rates and a
• 40 growth rate in
• immigration among Latinos,
• the U.S. Census projects the
• U.S. Hispanic population to
• reach 50 Million by 2015.

Source US Census Bureau 2000, July 2001
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Fastest Growing Markets

• While California, Texas and Florida accounted for
  50 of the Hispanic population growth, the
  fastest growing markets are in Southern,
  non-traditional Hispanic States.

Increase 1990-2000
Source US Census Bureau
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The U.S. Hispanic Market

• The majority of U.S. Hispanics are Mexican
• Country of origin/ethnicity
• Mexico 58.5
• Puerto Rico 9.6
• Cuba 3.5
• All Other 28.4
• After the states of Mexico D.F., the state of
  California has more Mexicans than any other
  Mexican State
• Top States
• Estado de Mexico 13,096,686
• Districto Federal 8,605,239
• California, USA 8,216,981
• Jalisco 6,322,002

Sources U.S. Population Statistics U.S. Census
Bureau 2000 Mexican Populations INEGI XII
Census General de Poblacion y Vivienda 2000
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Language

• Never in the history of the United States has
  there been so large a number of Americans who
  speak a single second language
• The Boston Globe
• 1/27/03
• As U.S. Demographics change, Many Americans Try
  to Learn Spanish

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Language

• The 2000 Census counted
  28 million Americans who speak
  Spanish, the highest number of a language
  other than English ever recorded in the United
  States.
• The Boston Globe
• 1/27/03
• As U.S. Dome graphics change, Many Americans Try
  to Learn Spanish

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• When a Japanese man struggles to say something
  in English, I tell him,
• Youre in America.
• Speak Spanish!
• Paul Rodriguez comedian

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Language Preference

• 75 of Hispanics are Spanish Dependent which
  hasnt changed since 1999

Language Preference Inside the Home
Only Spanish, Mostly Spanish, Bilingual Source
Simmons 2002 Hispanic Study
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Language Preference by Age

• Spanish Dependents are slightly older than
  English Dominant Hispanics

Average Age English Dominant 38.1 Spanish
Dependent 39.3
Language Preference By Age
Source Simmons 2002 Hispanic Study
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18-34 Language Trends

• Compared to three years ago, there are slightly
  more 18-34s who are Spanish Dependent.

Language Preference Among 18-34 Yr Olds
Source Simmons 2002 Hispanic Study
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We see the Hispanic opportunity as the fastest
growing marketing opportunity for our
company, Larry Johnston Chairman and
CEO Albertsons Source NACS Online Tapping
Into Hispanic Buying Power
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Hispanic Market is Younger

• The Hispanic market offers younger consumers, as
  the average age is 5 years younger than the
  general market.

Average Age Hispanics 38.9 General Market 44.7
Percentage
Source Simmons Fall 02 NCS and 2002 Hispanic
Studies
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Hispanic Spending Power

• Over a seventeen year period,
• 1990-2007, the nations
• Hispanic buying power
• will grow at nearly
• TWICE the compound annual
• rate of Non-Hispanics.
• 8.7 percent vs. 4.8 percent

Source Selig Center for Economic Growth, Terry
College of Business, The University of Georgia
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Hispanic Buying Power has doubled

• With a increase of 120 from 1990 to 2000,
  Hispanic Purchasing Power grew at more than twice
  the population growth rate (50).

U.S. Hispanic Purchasing Power (in billions)
Source Selig Center for Economic Growth, Terry
College of Business, The University of Georgia,
2002
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Hispanic Buying Power has doubled

• Hispanic Purchasing power will exceed
  African-Americans by 2005
• And is expected to reach almost a trillion
  dollars by 2007!

U.S. Hispanic Purchasing Power (in billions)
Source Selig Center for Economic Growth, Terry
College of Business, The University of Georgia
2002
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Fastest Growing Economies

• Those states with the fastest growing population
  also had the biggest jumps in purchasing power.

Increase 1990-2000
Source Selig Center for Economic Growth, Terry
College of Business, The University of Georgia
2002
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Hispanics Have Larger Families

• Hispanics are almost twice as likely as
  Non-Hispanics to have children and have more of
  them.

Percentage
Source Simmons Fall 02 NCS and 2002 Hispanic
Studies
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Hispanics Grocery Shop More Often
Source Food Marketing Institute (FMI) /
Cultural Access Group Study U.S. Hispanics
Insight Into Grocery Shopping Preferences and
Attitudes, 2002 FMIs Trends in the United States
Consumer Attitudes the Supermarket 2002.
from FMI and/or Cultural Access websites
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Hispanics Spend More on Groceries Than Other
Shoppers
Weekly Grocery Expenditures
Hispanic Shoppers
U.S. Shoppers
Source Food Marketing Institute (FMI) /
Cultural Access Group Study U.S. Hispanics
Insight Into Grocery Shopping Preferences and
Attitudes, 2002 FMIs Trends in the United States
Consumer Attitudes the Supermarket 2002.
from FMI and/or Cultural Access websites
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Hispanics Drink More Milk Per Day

• Larger households translate into higher glass
  per day milk consumption among Hispanics.

Source Simmons Fall 02 NCS and 2002 Hispanic
Studies
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Spanish Dependents Heaviest Milk Drinkers

• Spanish Dependent Hispanics are much more likely
  than English Dependent Hispanics to be heavy per
  day milk consumers.

Source Simmons Fall 02 NCS and 2002 Hispanic
Studies
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How Hispanics Grocery Shop

• More than half of Hispanic grocery shoppers do so
  with an adult in their household and 15 shop
  with children.
• Making them highly influence in their purchasing
  decisions
• 43 are frequently influenced by a spouse or
  significant other.
• Four in ten say their children also influence
  them.

Source Food Marketing Institute (FMI) /
Cultural Access Group Study U.S. Hispanics
Insight Into Grocery Shopping Preferences and
Attitudes, 2002 FMIs Trends in the United States
Consumer Attitudes the Supermarket 2002.
from FMI and/or Cultural Access websites
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Language Impacts Shopping

• Almost half of Hispanic grocery shoppers are
  frequently influenced by Spanish-language ads.
• Compared with 31 percent who were influenced by
  ads in English.

Source Food Marketing Institute (FMI) /
Cultural Access Group Study U.S. Hispanics
Insight Into Grocery Shopping Preferences and
Attitudes, 2002 FMIs Trends in the United States
Consumer Attitudes the Supermarket 2002.
from FMI and/or Cultural Access websites
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More on Language

• Cheskin Hispanic Origin Tracker Study Findings
• 56 Hispanic Dominant
• 20 Bicultural
• 23 English Dominant
• 76 of the Hispanic market prefers to be marketed
  to in Spanish.
• 71 of Bicultural Hispanics are raising their
  children bilingually.
• 97 of Hispanic Dominant and Bicultural Hispanics
  identify with being Hispanic as much as being an
  American.

Source Cheskin Hispanic Opinion Tracker (HOT)
Study Results, conducted for People en Espanol,
June-July 2002 National sample of 6000, margin of
error -2.2. Excerpts from Hispanic Business.com
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Speaking to Spanish Dependents

• It is important to speak to Spanish Dependents in
  their own language

Agree A Lot w/Statements Spanish Dependants Index
to Total Hispanics
Source Simmons Hispanic 2002
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Media Usage by Language

• Hispanics tend to consume media in the language
  they speak most often.

Source Simmons Fall 02 NCS and 2002 Hispanic
Studies
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In ConclusionWhat You Should Know

• At 37 million, Hispanics are the largest minority
  in the United States.
• Census projects the Hispanic population to reach
  50 million in by 2015.
• Hispanic annual buying power is currently 581
  billion and will reach almost a trillion dollars
  in the next 5 years.
• Hispanics are younger, have larger HHs, spend
  more on groceries and drink more milk per day
  than Non-Hispanics
• Spanish language is a key component in marketing
  to a large portion Hispanics.
• Language preference dictates media usage.