Geoscape and Scarborough Partner to Help Marketers Tap the Ever-Growing Power of Hispanic Consumers

Latin America - español

"Americanizado" Hispanics in Miami are 73% more likely than other Latino Wireless Users in the city to access email on their cell phones

News provided by

Scarborough Research; Geoscape

Apr 21, 2011, 10:37 ET

NEW YORK and MIAMI, April 21, 2011 /PRNewswire/ -- Scarborough Research and Geoscape announced a new partnership that enables marketers to improve their efforts toward Hispanic consumers by bringing in-depth information on the buying power, brand loyalty, media preferences and acculturation to the marketing and media industries. It is the first time that Geoscape's sophisticated Hispanicity™ segmentation system will be added to Scarborough's widely-recognized consumer studies and Hispanic databases, adding a treasure trove of information such as Hispanic product consumption by acculturation level, and local brand shopping preferences by cultural preference. This intelligence drives communications planning, brand strategy and marketing strategy for any business or product wishing to tap into the ever-growing Hispanic consumer base.

For example, a wireless company seeking to up-sell Hispanics in Miami to data plans could determine marketing strategy with the new service. According to Scarborough and Geoscape, Hispanic wireless users in Miami who are classified as "Americanizado" – meaning they are born in the U.S. and retain little cultural practices - are 73 percent more likely than all Hispanic wireless users in the market to access email on their cell phone. Those who are "Hispano" – meaning they immigrated as an adult and have been in the country for over ten years – are 38 percent less likely to use this feature. Armed with this information, the wireless company can identify its up-sell market with vital information on language and acculturation that will help craft campaign messaging. It can be further analyzed against wireless carrier brands, wireless spending and more.

"The combination of Scarborough and Geoscape data is a huge asset because it goes deep into the 'real world' environment of today's Hispanics – where they shop, what media they consume, technology adoption, and more – all through the spectrum of valuable acculturation insights such as language preference and country of origin. It is an asset to any brand needing granular Hispanic insight," said Arthur Rockwell, vice president, sales, Geoscape.

"As it unfolds, the 2010 Census data is telling a profound story about Hispanic population growth, and this is going to require marketers to rethink their multicultural marketing strategies," said Brian Condon, executive vice president, Scarborough Research. "That is why this Scarborough-Geoscape partnership is so necessary at this time. It adds dimensions to Census data that go beyond demographics to paint a portrait of how this valuable consumer group lives, so, in turn, you can craft strategy, messaging and campaigns that will make an impact – locally and nationally."

Geoscape's Hispanicity™ segments Hispanics according to different cultural practices, language preference, time in the country, and other indices. For example, the "Americanizado" segmentation includes English-dominant adults who are born in the U.S. and retain few of their ancestors' cultural practices. The "Hispano" segment comprises Spanish-preferred adults who have been in the country over 10 years, having immigrated as adults. They are primarily Hispanic in their cultural practices and speak some English.

Scarborough's local market studies include in-depth information on shopping patterns, media usage, technology adoption, lifestyles and demographics of Hispanic adults throughout 77 U.S. cities. The information can be analyzed countless ways, examining everything from Hispanics who text message to those who shopped at Wal-Mart during the past month.

For more on the joint Geoscape-Scarborough Hispanic data, including purchase information, please contact Alisa Joseph at 312-542-1890.

About Geoscape

Geoscape serves its clients by providing business strategy, analytics, research, databases and automated intelligence systems. The online Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system and a variety of geo-demographic, consumer, business and media databases enable actionable insights that lead our clients to gain significant business advantages. Geoscape is a privately held company owned by NMS Capital and Cesar M Melgoza, Founder & CEO, and is headquartered in Miami.

About Scarborough

Scarborough (www.scarborough.com, [email protected]) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms, and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities. The company's core syndicated consumer insight studies in 77 Top-Tier Markets, its Multi-Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

SOURCE Scarborough Research; Geoscape