Simmons Hispanic Data Resources .

Uploaded on:
Simmons Hispanic Data Resources. American Library Association Midwinter Conference January 2008. Experian 2007. All rights reserved. Confidential and proprietary. Experian and the marks used herein are service marks or registered trademarks of Experian. An Introduction…. SimmonsLOCAL
Slide 1

Simmons Hispanic Data Resources American Library Association Midwinter Conference January 2008 Experian 2007. All rights saved. Private and restrictive. Experian and the imprints utilized in this are administration stamps or enlisted trademarks of Experian.

Slide 2

An Introduction…

Slide 3

SimmonsLOCAL 18+ NCS/NHCS for every one of the 209 DMA\'s Simmons Core Studies National Consumer Survey (NCS/NHCS) 25,000 Hispanic & non-Hispanic Adults 18+ Available with or without extended Hispanic Demographic/Media segments National Kids Survey 2,200+ Kids 6-11 National Teens Survey 2,200+ Teens 12-17

Slide 4

Broad Categories Measured Lifestyle and Demographics Newspapers, Internet & Magazines TV, Movies & Radio Food & Drink Shopping Electronics Pets Household Products Toiletries Health & Medicine Home & Office Money Management Opinions Automotive

Slide 5

Demographics Special Hispanic Demographics Heritage Country of Birth/Year Moved to U.S. Dialect Preferences Number of Hispanic Adults in HHLD \'Dialect 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+ classes Segmentation Systems Simmons Psychographic Scales* COHORTS (General Market & Hispanic*) Experian True Touch Segments* Tipping Points Waistband Segments Simmons NHCS: What\'s Inside

Slide 6


Slide 7

The initial phase in the improvement of the model was a hypothetically based examination of the diverse pathways to cultural assimilation and pointers of social personality. The Premise : Acculturation is not a one-dimensional pathway, that is, individuals don\'t at the same time drop one culture and get another. Individuals have a tendency to incorporate angles from various societies into their lives. There has a tendency to be a move procedure starting with one culture then onto the next. The potential exists for individuals to never leave transitional, social personality organizes in their lives. Cultural assimilation Scale Development

Slide 8

A Selection of Simmons Cultural Indicators I frequently observe U.S. national occasions, for example, the Fourth of July and President\'s Day. I appreciate eating customary American sustenance. When I\'m with non-Hispanics, I get a kick out of the chance to share more about my Hispanic legacy. I appreciate carrying on with the American way of life and traditions. Connection TO U.S. (Have) CULTURE ATTACHMENT TO ORIGINAL CULTURE My home has numerous things in it that help me to remember my Hispanic legacy. I have more Hispanic companions than non-Hispanic companions. I frequently celebrate occasions from Hispanic nations. I attempt to stay aware of Latin music, news or games from Hispanic nations.

Slide 9

Example 1: Spanish-Language Magazines READ ANY SPANISH-LANGUAGE MAGAZINE IN LAST 6 MONTHS Hispanics/Latinos who have solid binds to their Hispanic culture over-list to the normal Hispanic for having perused a Spanish-dialect magazine.

Slide 10

Example 2: Spanish-Language Cable Hispanic/Latinos with a high unique culture score over-file for having viewed a Spanish-dialect link arrange in the most recent 7 days. Hispanics who have a frail connection to their conventional culture and standards are most drastically averse to have viewed a Spanish link arrange. Seen ANY SPANISH-LANGUAGE CABLE NETWORK IN LAST 7 DAYS

Slide 11

Example 3: When Moved to U.S.? RESPONDENT MOVED TO U.S. IN 1995 OR LATER Hispanics who have powerless binds to U.S. Culture will probably have moved to the U.S. inside the most recent 9 years.

Slide 12

Product Placement…

Slide 13

Product Placement Among Hispanics Product Placement in Television – Agree Alot

Slide 14

Product Placement Among Hispanics Product Placement in Movies – Agree Alot

Slide 15

Shopping Attitudes and Styles…

Slide 16

Shopping Attitudes Among Hispanics Shopping Psychographics – Any Agree

Slide 17

Brand Loyal Shoppers among Hispanics

Slide 18

Child Influenced Shoppers among Hispanics

Slide 19

Consumer Confidence among Hispanics

Slide 20

Multimedia Engagement Study…

Slide 21

Television (540) 102 Broadcast & Cable TV Networks 438 Broadcast, Cable & Syndicated programs Viewing Environment DVR, In home, Out of home MME Methodology: W2 (Q1 \'07) Nearly 1,000 media vehicles measured: Print (150) 150 Top Read Titles Monthlies, Bi-monthlies, Weeklies Hard duplicate/Online Depth of read Internet (293) Top Ranked Ad-Supported Consumer Sites Additional Magazine and Television sites

Slide 22

Inspirational Trustworthy Life Enhancing Social Interaction Personal Timeout Ad Attention/Receptivity Engagement Dimensions An arrangement of six worldwide Engagement Dimensions are measured over all media stations: Television Internet Print

Slide 23

Inspirational: I am propelled by this program, magazine or Internet website; I have a passionate association with this program, magazine or webpage . Dependable: I assume that this program, magazine or site comes clean and does not sensationalize things. Life Enhancing: I am continually finding out about new things and spots from this program, magazine or site—things that help me settle on better choices throughout my life Social Interaction: This program, magazine or site always gives grub to discussions that I have with loved ones Personal Timeout: This program, magazine or Internet website is exceptional to me – the time I go through with this media component is pleasant and considered "time only for me" Ad Attention/Receptivity: I am interested in survey/perusing promoting on this program, magazine or Internet webpage since it is intriguing and important to me Engagement Dimensions

Slide 24

Key Findings: Inspirational Media Inspirational: I am propelled by this program, magazine or Internet website; I have a passionate association with this program, magazine or webpage. Most Inspirational Media Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07) *Base: A18+ Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 25

Key Findings: Multi-Channel Signature Analysis ESPN Properties Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 26

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 Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 27

Key Findings: Magazine Hispanic Non-Hispanic Inspirational 264 275 Trustworthy 314 325 Life Enhancing 306 302 Social Interaction 307 305 Personal Timeout 308 Ad Receptivity 297 286 *Ad-Supported Program Average Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 28

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 Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 29

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 Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 30

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 Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 31

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 Source: Simmons MME W2 six-month (Q4 \'06 - Q1 \'07)

Slide 32

Database Integration…

Slide 33

What is BehaviorGraphics™? A division framework, in view of a joining of Nielsen and Simmons information, that sorts out individuals in light of their review conduct

Slide 34

New Model – (\'07-\'08) Trendsetters Kid Focused Renaissancers Tee Timers Picket Fences Sarcastics Sports Enthusiasts Platinum Shoppers Home & Family Makeover Mavens Real Adventures - NEW Night Owls - NEW Brass Tacks - NEW Urbanites Film Fanatics - NEW Careful Consumers The Good Life - NEW Potentials Social & Savvy Pragmatists Work Hard-Play Hard Daytime Dramatics Technofiles All About Los Ninos Informaticos Spanish Heritage Aficionados Musica Fans Familia y Futbol Happy Casa New Traditionals Compra-Holics Este Momento Stats: New Model: 32 Total Segments 23 English Language TV Genres 9 Spanish Language TV Genres 5 New General Mkts Segments 18 Returning 5 non-Returning : - Investigators -Family Traditions -Just the 2 of Us -Media Heads -Gold Standard

Slide 35

A couple of the 2006 BehaviorGraphics FAQs what number BehaviorGraphic sections are there? In the 2006-2007 model there are 23 grown-up sections in the NTI and 23 Hispanic grown-up portions in the NHTI How stable is the framework year to year? Commonly we see 70% to 80% of the sections return quite a long time. Sections in light of "set up" programming like link news or primetime news magazines are more steady, while portions based off specialty writing computer programs are regularly less steady Primary Genre Primetime Reality/Sitcoms Platinum Shopper Young & well-off Fashion cognizant Mobile ways of life, eating out, films, and nig

View more...