Latino Lowdown: The 2010 AP Universal Overview by Christina Cicchelli

As we close out part one of NAMIC’s jam-packed Diversity Conference, the attendees are a-twitter with news and updates about all of the goings-on. The social media that dovetails so seamlessly alongside other traditional modes of communication (i.e. talking or writing a letter) are now a daily habit for most, if not, all Americans. But, in Hispanic America 2010, Nielsen Research Representatives Doug Darfield and Ceril Shagrin present us with a comprehensive survey that breaks down social trends amongst the Latino community.

Those who have taken the 2010 AP Univision Poll provided info about their gender, location, finances, and how much or little they spoke English and Spanish. What may appeal the most to NAMIC attendees are statistics directly related to media use. For example, Shagrin pointed out that a large number of those who spoke only or mostly English surfed Spanish-speaking websites, presumably to research news and other pertinent information for Spanish-speaking family members or friends. Also, regardless of how much English or Spanish Latinos spoke, a high number of those who took the survey used the Internet to primarily research household appliances, automobiles, and other related products. Darfield found this quite surprising, as it meant that the Latino demographic specifically selected different types of media for different reasons. This insight may help advertisers determine how to make the most of media platforms that attract this particular demographic.

So, what to do with this vital source of information? Well, that’s up to you! Both Darfield and Shagrin leave us with more questions than answers as to how one can effectively use this to reach the Hispanic market. But, you may discover that this research provides an abundance of opportunities for those seeking creative approaches to tapping the Hispanic market. The social trends listed in the AP Universal Poll not only detail the habits of how much this demographic uses digital technology, but also provides a background that anyone in advertising and marketing can take advantage of. To request a copy of this innovative poll, contact Doug Darfield and Ceril Shagrin or The Nielsen Company and become an influential presence for the next best growing audience.