Simmons Hispanic Data Resources
American Library Association Midwinter
Conference
January 2008
For Over 50 Years, the Voice of the American Consumer
©Experian 2007. All rights reserved. Confidential and proprietary.
Experian and the marks used herein are service marks or registered trademarks of Experian.
An Introduction…
For Over 50 Years, the Voice of the American Consumer
Simmons Core Studies
National Consumer Survey (NCS/NHCS)
– 25,000 Hispanic & non-Hispanic Adults 18+
– Available with or without expanded Hispanic
Demographic/Media sections
National Kids Survey
– 2,200+ Kids 6-11
National Teens Survey
– 2,200+ Teens 12-17
SimmonsLOCAL
– 18+ NCS/NHCS for all 209 DMA’s
For Over 50 Years, the Voice of the American Consumer
Broad Categories Measured
• Lifestyle and Demographics
• Household Products
• Newspapers, Internet &
Magazines
• Toiletries
• TV, Movies & Radio
• Home & Office
• Food & Drink
• Money Management
• Shopping
• Opinions
• Electronics
• Automotive
• Health & Medicine
• Pets
For Over 50 Years, the Voice of the American Consumer
Simmons NHCS: What’s Inside
• Demographics
– Special Hispanic Demographics
• Heritage
• Country of Birth/Year Moved to U.S.
• Language Preferences
• Number of Hispanic Adults in HHLD
• ‘Language and the Media’ Attitudes and Opinions
• Consumer Behavior
– Psychographics
• 600+ measures
– Media Consumption
• Print, TV, Cable, Radio, Internet
– Product/Brand Consumption
• 8,000+ brands, 425+ categories
• Segmentation Systems
– Simmons Psychographic Scales*
– COHORTS (General Market & Hispanic*)
– Experian True Touch Segments*
– Tipping Points
– Waistband Segments
For Over 50 Years, the Voice of the American Consumer
Acculturation…
For Over 50 Years, the Voice of the American Consumer
Acculturation Scale Development
• The first step in the development of the model was
a theoretically-based investigation of the different
pathways to acculturation and indicators of cultural
identity.
• The Premise:
Acculturation is not a one-dimensional pathway, that is,
people don’t simultaneously drop one culture and pick up
another.
People tend to integrate aspects from different cultures
into their lives.
There tends to be a transition process from one culture to
another.
The potential exists for people to never leave transitional,
cultural identity stages in their lives.
For Over 50 Years, the Voice of the American Consumer
A Selection of Simmons Cultural
Indicators
When I’m with nonHispanics, I like to share
more about my Hispanic
heritage.
I enjoy eating traditional
American food.
I enjoy living the American
lifestyle and customs.
I often celebrate U.S.
national holidays such as
the Fourth of July and
President’s Day.
ATTACHMENT TO U.S. (HOST) CULTURE
ATTACHMENT TO ORIGINAL CULTURE
My home has many things in it that
remind me of my Hispanic heritage.
I have more Hispanic friends
than non-Hispanic friends.
I often celebrate holidays from
Hispanic countries.
I try to keep up with Latin music,
news or sports from Hispanic
countries.
For Over 50 Years, the Voice of the American Consumer
Example 1: Spanish-Language
Magazines
Hispanics/Latinos
who have strong
ties to their
Hispanic culture
over-index to the
average Hispanic
for having read a
Spanish-language
magazine.
READ ANY SPANISHLANGUAGE MAGAZINE IN
LAST 6 MONTHS
130
120
110
100
INDEX
90
80
70
60
50
1
2
3
4
5
IDENTITY WITH ORIGINAL CULTURE SCALE
For Over 50 Years, the Voice of the American Consumer
Example 2: Spanish-Language Cable
Hispanic/Latinos
with a high original
culture score overindex for having
watched a Spanishlanguage cable
network in the last 7
days.
Hispanics who have
a weak attachment to
their traditional
culture and norms
are least likely to
have watched a
Spanish cable
network.
VIEWED ANY SPANISHLANGUAGE CABLE NETWORK
IN LAST 7 DAYS
140
130
120
110
100
INDEX
90
80
70
60
50
40
1
2
3
4
5
IDENTITY WITH ORIGINAL CULTURE SCALE
For Over 50 Years, the Voice of the American Consumer
Example 3: When Moved to U.S.?
RESPONDENT MOVED TO
U.S. IN 1995 OR LATER
Hispanics
who have weak
ties to U.S.
Culture are
more likely to
have moved to
the U.S. within
the last 9
years.
150
130
INDEX110
90
70
50
1
2
3
4
5
IDENTITY WITH HOST CULTURE SCALE
For Over 50 Years, the Voice of the American Consumer
Product Placement…
For Over 50 Years, the Voice of the American Consumer
Product Placement Among Hispanics
Product Placement in Television – Agree Alot
After I watch my favorite TV show, I can remember the name
brand products the characters were using
180
When I see a character on a TV show using a brand name product I
have never used before I am more likely to try it
271
When I see a brand name product I've used before in a TV show, I am
reassured that the product is good
273
When I'm in the grocery store and I see a brand name product I
recognize from a TV show, I'm more likely to buy it than its
competitor
For Over 50 Years, the Voice of the American Consumer
249
Product Placement Among Hispanics
Product Placement in Movies – Agree Alot
After I watch a movie, I can remember the name brand products the
characters were using in the movie
When I see a character in a movie using a brand name product I
have never used before I am more likely to try it
156
160
When I see a brand name product I've used before in a movie,
I am reassured that the product is good
When I'm in the grocery store and I see a brand name product I
recognize from a movie, I'm more likely to buy it than its
competitor
For Over 50 Years, the Voice of the American Consumer
227
210
Shopping Attitudes and Styles…
For Over 50 Years, the Voice of the American Consumer
Shopping Attitudes Among Hispanics
Shopping Psychographics – Any Agree
I especially enjoy shoppng with someone of the opposite sex
I prefer shopping at specialty stores because they tend to carry
the best brands
125
136
203
I often go out of my way to find new stores to shop at
I really enjoy any kind of shopping
For Over 50 Years, the Voice of the American Consumer
138
Brand Loyal Shoppers among Hispanics
140
130
120
110
100
INDEX
90
80
70
60
50
40
1
F ar
B elo w
A ver ag e
2
3
Brand Loyalty
For Over 50 Years, the Voice of the American Consumer
4
5
F ar
A b o ve
A ver ag e
Child Influenced Shoppers among Hispanics
200
180
160
140
INDEX
120
100
80
60
40
1
F ar
B elo w
A ver ag e
2
3
Brand Loyalty
For Over 50 Years, the Voice of the American Consumer
4
5
F ar
A b o ve
A ver ag e
Consumer Confidence among Hispanics
140
130
120
110
100
INDEX
90
80
70
60
50
40
1
Low
2
3
4
5
6
Consumer Confidence
For Over 50 Years, the Voice of the American Consumer
7
8
High
Multimedia Engagement Study…
For Over 50 Years, the Voice of the American Consumer
MME Methodology: W2 (Q1 ’07)
 Nearly 1,000 media vehicles measured:
Television (540)
– 102 Broadcast &
Cable TV
Networks
– 438 Broadcast,
Cable &
Syndicated
programs
– Viewing
Environment
– DVR, In home,
Out of home
Print (150)
– 150 Top Read
Titles
– Monthlies, Bimonthlies,
Weeklies
– Hard copy/Online
– Depth of read
For Over 50 Years, the Voice of the American Consumer
Internet (293)
– Top Ranked AdSupported
Consumer Sites
– Additional
Magazine and
Television
websites
Engagement Dimensions
A set of six global
Engagement Dimensions
are measured across all
media channels:
– Inspirational
– Trustworthy
– Life Enhancing
• Television
• Internet
• Print
– Social Interaction
– Personal Timeout
– Ad Attention/Receptivity
For Over 50 Years, the Voice of the American Consumer
Engagement Dimensions
–
Inspirational: I am inspired by this program, magazine or Internet site; I have an emotional
connection to this program, magazine or site.
–
Trustworthy: I trust that this program, magazine or website tells the truth and does not
sensationalize things.
–
Life Enhancing: I am always learning about new things and places from this program,
magazine or website—things that help me make better decisions in my life
–
Social Interaction: This program, magazine or website constantly provides fodder for
conversations that I have with friends and family
–
Personal Timeout: This program, magazine or Internet site is special to me – the time I
spend with this media element is enjoyable and considered “time just for me”
–
Ad Attention/Receptivity: I am open to viewing/reading advertising on this program,
magazine or Internet site because it is interesting and relevant to me
For Over 50 Years, the Voice of the American Consumer
Key Findings: Inspirational Media
Most Inspirational Media
Inspirational: I am inspired by this program,
magazine or Internet site; I have an emotional
connection to this program, magazine or site.
[G] INSPIRATIONAL
Score
EXTREME MAKEOVER: HOME EDITION (ABC)
EBONY
OPRAH.COM
LITTLE HOUSE ON THE PRAIRIE (HALLMARK CHANNEL)
O, THE OPRAH MAGAZINE
ANIMAL COPS (ANIMAL PLANET)
7TH HEAVEN (CW)
BLACK ENTERPRISE
OPRAH WINFREY (IN SYNDICATION)
ANIMAL RESCUE (IN SYNDICATION)
ESSENCE
LITTLE HOUSE ON THE PRAIRIE (TV LAND)
THE ADVOCATE
EBONYJET.COM (EBONY AND JET MAGAZINE)
PARENTING
CHANNEL.NATIONALGEOGRAPHIC.COM (NATGEO CHANNEL)
BABY TALK
JET
THE AMERICAN LEGION
WOMAN'S WORLD
394
386
373
373
371
369
367
367
366
366
363
361
360
359
359
357
357
357
355
355
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over
Years,
the Voice
of- Q1
the’07)American
*Base:
A18+ 50
Source:
Simmons
MME
W2 six-month
(Q4 ’06
Consumer
Key Findings: Multi-Channel Signature Analysis
ESPN Properties
350
Score
300
250
200
150
al
n
tio
ri a
sp
n
I
us
Tr
y
th
r
o
tw
fe
Li
g
in
c
an
h
En
espn.com
ESPN
ESPN, The Magazine
l
ia
c
So
n
io
t
c
ra
e
t
In
al
n
o
rs
e
P
ut
o
e
m
i
T
Ad
A
n
io
t
n
tte
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
For Over 50 Years, the Voice of the American Consumer
Key Findings: Television
Hispanic Non-Hispanic
Inspirational
239
245
Trustworthy
285
286
Life Enhancing
259
236
Social Interaction
288
282
Personal Timeout
289
293
Ad Receptivity
250
221
*Ad-Supported Program Average
For Over 50 Years, the Voice of the American Consumer
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
Key Findings: Magazine
Hispanic Non-Hispanic
Inspirational
264
275
Trustworthy
314
325
Life Enhancing
306
302
Social Interaction
307
305
Personal Timeout
308
308
Ad Receptivity
297
286
*Ad-Supported Program Average
For Over 50 Years, the Voice of the American Consumer
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
Key Findings: Internet
Hispanic Non-Hispanic
Inspirational
232
223
Trustworthy
308
308
Life Enhancing
290
280
Social Interaction
297
281
Personal Timeout
266
265
Ad Receptivity
249
230
*Ad-Supported Program Average
For Over 50 Years, the Voice of the American Consumer
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
Key Findings: Television
Spanish
English
Inspirational
246
245
Trustworthy
275
266
Life Enhancing
255
205
Social Interaction
283
268
Personal Timeout
284
297
Ad Receptivity
257
203
For Over 50 Years, the Voice of the American Consumer
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
Key Findings: Magazine
Spanish
English
Inspirational
278
273
Trustworthy
311
324
Life Enhancing
297
303
Social Interaction
309
305
Personal Timeout
310
308
Ad Receptivity
295
287
For Over 50 Years, the Voice of the American Consumer
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
Key Findings: Internet
Spanish
English
Inspirational
293
223
Trustworthy
326
308
Life Enhancing
314
280
Social Interaction
337
282
Personal Timeout
310
254
Ad Receptivity
302
231
For Over 50 Years, the Voice of the American Consumer
Source: Simmons MME W2 six-month (Q4 ’06 - Q1 ’07)
Database Integration…
For Over 50 Years, the Voice of the American Consumer
What is BehaviorGraphics™?
A segmentation system, based on an
integration of Nielsen and Simmons data,
that organizes people based on their
viewing behavior
For Over 50 Years, the Voice of the American Consumer
New Model – (’07-’08)
•
Trendsetters
•
Kid Focused
•
Renaissancers
•
All About Los Ninos
•
Tee Timers
•
Informaticos
•
Picket Fences
•
•
Spanish Heritage
Aficionados
Sarcastics
•
•
Musica Fans
Sports Enthusiasts
•
•
Familia y Futbol
Platinum Shoppers
•
•
Happy Casa
Home & Family
•
•
New Traditionals
Makeover Mavens
•
•
Compra-Holics
Real Adventures - NEW
New Model:
•
•
Este Momento
Night Owls - NEW
•
Brass Tacks - NEW
•
Urbanites
•
Film Fanatics - NEW
•
Careful Consumers
•32 Total Segments
•23 English Language TV Genres
•9 Spanish Language TV Genres
•5 New General Mkts Segments
•18 Returning
•5 non-Returning:
•
The Good Life - NEW
•
Potentials
•
Social & Savvy
•
Pragmatists
•
Work Hard-Play Hard
•
Daytime Dramatics
Stats:
•
Technofiles
For Over
50 Years, the Voice of the American Consumer
-Investigators
-Family Traditions
-Just the 2 of Us
-Media Heads
-Gold Standard
A few of the 2006 BehaviorGraphics
FAQs
• How many BehaviorGraphic
segments are there?
Primary Genre
Primary Genre
Primary Genre
Primetime
Reality/Sitcoms
Crime Programs
Popular Primetime
Dramas
Platinum Shopper
Young & well-off
Fashion conscious
Mobile lifestyles, dining out,
movies, and nightclubs
Investigators
Down-home lifestyles, cooking,
gardening, country clubs,
environmental organizations
and church organizations
Go to museums or to the
theater
Influential; others seek them out
for advice before making a big Traditionalists who are brand
loyal with conservative tastes
purchase
Gold Standard
Upscale, self-assured group
who are very efficient and
organized
Having everything in order &
juggling various tasks is key
Want to look good, stay young,
be healthy and enjoy the finer
things in life
For Over 50 Years, the Voice of the American Consumer
• In the 2006-2007 model
there are 23 adult
segments in the NTI and
23 Hispanic adult
segments in the NHTI
• How stable is the system year
to year?
• Typically we see 70% to
80% of the segments
return year after year.
• Segments based on
“established”
programming like cable
news or primetime news
magazines are more
stable, whereas
segments based off
niche programming are
often less stable
BG 32: Este Momento
• Este Momento are confident, young Hispanics who are single and
unencumbered
• They enjoy being the go-to- person among their friends for health and
nutrition, as well as fashion
• They want to be noticed and like to wear clothes that get them the attention
they crave
• Friends are their focus and they enjoy spending
time with them eating out, shopping, going to
concerts or going to the movies
• Novelas on Azteca America are a favorite
• Living in the moment is what this group does best!
For Over 50 Years, the Voice of the American Consumer
SimmonsLocal Model…
For Over 50 Years, the Voice of the American Consumer
Local Consumer Study (LCS)
The LCS builds upon the accredited Simmons survey process
integrating 5 years of Simmons data with household and geographic
data from other trusted sources to reveal a unique GeoBehavioralSM
fingerprint for every U.S. Census block group.
For Over 50 Years, the Voice of the American Consumer
Local Consumer Study (LCS)
!
The most recent year’s Simmons survey respondents are compared and scored to the
GeoBehavioralSM fingerprint of each block group. Respondents are sampled to
represent the population in that block group based upon the comparison score.
170318093002
170318093003
170318092002
170318087021
170318092003
170318095001
170318096001
170318094003
170318094002
170318095002
170318094001
170318095003
!
170318098003
170318098001
170318097001
170318099001
170318098002
Lake Michigan
170310000000
!
170318103021
170318100001
170318101001
170318101005
170318101002
170318103022
170318100002
170318101004
170318101003
170318103023
170318100003
170318102005
170318102004
170318102001
170318103014
170318102003
170318102006
170310101001
170318102002
170310202001
170310201001
170310102002
170310102001
170310103001
170310202002
170310105001
170310204001
170310203001
170310107002
170310204002
!
For Over 50 Years, the Voice of the American Consumer
170310107001
170310106001
170310104001
Local Consumer Study (LCS)
There are many benefits to the patent-pending
GeoBehavioralSM methods used in the Local Consumer
Study
1. Sample sizes larger than any other local research study


Average sample size in LCS markets is approximately 27,000
Large sample means more stable and more reliable results
2. Ability to deliver syndicated insights for every media market
3. Block group fingerprints more reliably reflect marketplace
nuances
4. The only cost-effective model to capture extensive insight in
every market
(U.S. Patent Application Serial No. 11/018,976 “Information Modeling and
Projection for Geographic Regions Having Insufficient Sample Size”) and
protected by US patent law
For Over 50 Years, the Voice of the American Consumer
Case Study:
Regional Bank Market to Hispanics
Challenge: Begin Reaching More Hispanic Consumers
A regional bank needs to determine how to begin marketing to area
Hispanics and at which have the highest potential to serve Hispanic
customers?
For Over 50 Years, the Voice of the American Consumer
Case Study:
Regional Bank Markets to Hispanics
Consumer Profile:
The detailed insights in ELMS show that Greensboro area Hispanics
are primarily of Mexican heritage and that over half were born outside of
the United States and speak only or mostly Spanish.
Greensboro Hispanics: Language Preference
7.12%
0.75%
10.30%
Born in U.S.
Born in US
Born Outside of
US
Heritage
Mexican
Other
Puerto Rican
Cuban
42%
24.20%
24.70%
58%
73%
17%
7%
3%
32.90%
ONLY ENGLISH
MOSTLY ENGLISH / SOME SPANISH
MOSTLY SPANISH / SOME ENGLISH
ONLY SPANISH
BOTH ENGLISH AND SPANISH EQUALLY
MOSTLY SOME OTHER LANGUAGE
For Over 50 Years, the Voice of the American Consumer
Case Study:
Regional Bank Market to Hispanics
Geographic Targeting: Hispanic Banking Prospects
ELMS shows which branches have the highest potential to serve Hispanic
customers by quickly plotting the Hispanic concentration within every ZIP
code.
For Over 50 Years, the Voice of the American Consumer
Case Study:
Regional Bank Markets to Hispanics
Consumer Profile: How to Reach Area Hispanics
ELMS provided insights on how to reach and message to the
Greensboro area Hispanics
Greensboro Hispanics: Avg. Weekly TV
Hispanics in Greensboro with
Bank Account:
5%
36%
59%
English Lang
Spanish Lang
No Viewing
Greensboro Hispanics
Respect companies advertise in
Spanish
Loyal to companies advertise in
Spanish
Remember products advertised in
Span.
Spanish labeling helps me select
Spanish ads important in my decisions
For Over 50 Years, the Voice of the American Consumer
Have ATM Card
Avg. Uses/Month: 0
Avg. Uses/Month: 1
Avg. Uses/Month: 2-3
Avg. Uses/Month: 4+
Use Credit Card
MasterCard
Visa
Other
48%
41%
32%
20%
26%
74%
21%
15%
30%
34%
65%
42%
50%
8%
Summary…
For Over 50 Years, the Voice of the American Consumer