impreMedia Impressions: Attn CMO's: Are You Ready for the Census Results? - Mary Zerafa - MediaBizBloggers

At the end of the year the US Census will begin releasing data from the 2010 Census The answer s to ten questions will have a profound impact on how we see ourselves as a nation Across the nation you can expect to see headlines like quotHispanic Population Grows 42 Non Hispanic Only Grows 5quot The coverage will be on every news outlet In your inbox you can expect an email from your CEO with a link to one of these articles with the question quotWhat is our strategyquot Not quotWhat is our Hispanic strategyquot The census will show we39ve moved beyond that Marketing to Hispanics will now be an integral part of every marketing strategyPreviously there was a lot of talk about the future along with a lot of projections such as quotIn ten years the Hispanic population be thisquot or quotIn twenty years Hispanic purchasing power is projected to be thatquot The census will show that we are not talking about the future We are talking about nowHispanics dominate the marketing sweet spotAccording to Ad Age39s white paper quot2010 Hispanic Americaquot in the age group 2544 Hispanics grew 34 while non Hispanics in the same age group grew 0 Yes you read that correctly zero percent growth for non Hispanics ages 2544 But let39s look at the growth in age groups furtherAlma DDB released a yellow paper quotThe New State of Americaquot They looked at variety of sources including American Community Survey ACS Center for Disease Control CDC for birth rates and the Department of Homeland Security for immigration data Their findings also confirmed that Hispanics are in the marketing sweet spot quotAlready in 2000 an overwhelming majority of Hispanics were under the age of 35 versus only half of the total population Only 5 of Hispanics were over 65 versus 12 of the USquot According to Ad Age39s white paper quot The media age of Hispanics is just under 28 which means that 75 of adult Hispanics are age 1849 compared to 56 of non HispanicsquotNot convinced yet Let39s look at the moneyUnfortunately there are many myths surrounding the Latino market One is that they have lower incomes What many do not know is that Hispanic married couples have the highest income of any household type with an average of 63000 2008 according to quot2010 Hispanic Americaquot This is primarily most Hispanic families that have at least two wage earnersBut that39s not all Hispanic households with their average age of 433 are approaching their peak earning years This is in contrast to non Hispanic households whose average age is 50 plus They are actually past their peak earning years This is another piece of data that points to the importance of the Hispanic market to businesses todayMarketing to Hispanics means reaching out to a growing population rather than a graying population A population that is in the marketing sweet spot and whose peak earning years are now Where do you think revenue growth for your company will come from for the next quarterSome clarification about the census dataThere is some confusion around what the census will tell us For this census everyone received the same ten question survey The questions were basic such as name age sex number of people living in the home As in census survey of 2000 the 2010 survey first asks people if they are Hispanic Latino Spanish origin and the subsequent question asks about race Instructions tell people to respond to both questionsPreviously a percentage of the population received what was known as the 39long form39 which asked much more extensive questions That data is still being collected through the Census Bureau39s American Community Survey ACS It is conducted on an annual basis and gathers information such as education housing income etcThe differences between the 2010 Census and the ACS as explained by Robert M Groves Census Bureau Director are time geographical detail and population count vs population characteristicsamp183 Time The data from the census is from 2010 The data from ACS is from 2009 and earlieramp183 Level of geographical detail The census demographic analysis is at the national level The census counts are state level ACS goes down to small levels of geographic detailamp183 Population count vs population characteristics The census is a population count It asks only 10 questions and will provide population counts at a state level The ACS is 48 questions and provides more in depth data about the characteristics about the nationBut we already know what the census will tell us America is a multicultural nation and Hispanics are driving the growth Hispanics are in their peak earning years while non Hispanics are past their peak earning years We are not talking about tomorrow It is now the future is now The question is amp8211is your company going to be a part of itMary Zerafa is VP of Strategy and Integrated Marketing for impreMedia Mary can be reached at MaryZerafaimpremediacom She also blogs at wwwhispanicmarketinfocom where you can learn more about the US Hispanic marketRead all Mary39s MediaBizBloggers commentaries at impreMedia impressions MediaBizBloggersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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