The Intelligence Group Releases 2008
Latino Lifestyle Study®
Subscription-Based Study Offers Marketers a Comprehensive Look at the
Fast-Growing Young Latino Market
LOS ANGELES (Business Wire EON) April 28, 2008 --
The Intelligence Group, publisher of the popular Cassandra Report, the
industry’s foremost comprehensive lifestyle
study of 14-34-year-old mainstream consumers and trendsetters, has
published its third annual Latino Intelligence Report®.
The lifestyle study focuses on the Hispanic youth market and provides a
critical forecasting tool for marketers looking to understand the
14-34-year-old Latino consumer.
Recent reports state that the U.S. Latino population will both triple
in size and account for most of the nation’s
population growth from 2005 through 2050, and young Latinos have
already taken notice of their role in shaping American mainstream
culture. With a complex identity, young Latinos are employing different
tactics than their non-Latino peers in order to find success in their
daily lives. In this study, a culturally relevant lens is used to give
marketers an insightful look into the identity, lifestyle, and
aspirations of this unique population.
“Unlike their ancestors, young Latinos embrace
technology, are predominantly bi-lingual, and are the leaders of both
their families and their larger communities,”
explains Jane Buckingham, President of The Intelligence Group. “It
is more important than ever for marketers to find ways to communicate
with this growing demographic.”
For this report, the Intelligence Group teamed with Latina
magazine founder and Creative Artists Agency multi-cultural marketing
expert Christy Haubegger. “Today’s
young Latinos have one foot in each culture and feel very influential in
both,” said Haubegger. “Marketers
will have success if they embrace these notions and create campaigns
geared toward culture, not language.”
Comprised of online surveys, focus groups, and in-person interviews, the
annual study uncovers 10 themes marketers need to know about this group,
identifies the marketers who are “doing it
right,” and provides a comprehensive overview
of the attitudes, behaviors and preferences of young Latinos.
Highlights from the 2008 Latino Intelligence Report®:
-
The 40% Perception: Young Latinos are feeling their influence
growing. When asked what percentage of the United States they believe
is Hispanic, the average of all response was 40% (the actual Census
figure is 15%). At the same time, 49% believe they are the group
with “the greatest influence on trends”
in the United States.
-
Latinas Rising: In a departure from previous generations, young
Latinas are feeling empowered and excited about the independence and
choices they have. For example, among young Latinos, only 32% would
aspire to be a stay-at-home parent, vs 42% of non-Latinos.
-
Cautious Optimism: Young Latinos are largely optimistic and
social: They are more likely to say they are “happy”
compared to non-Latinos (63% vs. 53%) and twice as likely as
non-Hispanics to prefer a “large group of
friends” versus a “few
close friends.”
-
Social Networking: There is no digital divide for this
generation: 88% of young Latinos report having a MySpace or
Facebook profile, essentially the same figure as non-Latinos (87%).
Subscriptions for the Latino Intelligence Report®
are now available from The Intelligence Group. For more information,
please contact Liz Gray at egray@intelg.com.
About The Intelligence Group
The Intelligence Group (IG) is a leading market research, trend
forecasting, and marketing consulting group focusing on Gen X, Gen Y,
moms, teens, and tweens. IG publishes a suite of syndicated studies,
including The Cassandra Report, a comprehensive lifestyle study
of 14-34 year-old mainstream consumers and trendsetters; TrendCentral,
a daily trend email; as well as reports focused on specific demographics
including the Tween Report, a study that explores the attitudes
and life-stage of 7-13 year-olds; the Mom Report, a study of
females from 18 to 40 years old with children ranging from newborn to 13
years old; and the Latino Intelligence Report, a study that
focuses on 14-24 year-old Latino youth.
The Intelligence Group is a division of Creative Artists Agency, a
talent and sports agency that represents the most creative and
successful professionals working in film, television, music, theatre,
sports and video games, and provides a range of strategic marketing
services to corporate clients.
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