REACHING THE US HISPANIC MARKET: CONSUMER ATTITUDES AND BUYING BEHAVIOR

May 2006 Commissioned By: On Behalf Of: Conducted By:

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of business and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 46 other nations. In 2005, companies spent an estimated $161 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated an estimated $1.85 trillion in increased sales in 2005, or 7% of the $26 trillion in total sales in the US economy (which includes intermediate sales). All together, direct marketing accounted for 10.3% of total US GDP in 2005. The Power of Direct: Relevance. Responsibility. Results. Copyright May 2006 by Direct Marketing Association,Inc. ISBN: 1-931361-66-5 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the copyright owner. Printed in the United States of America

Foreword
The Direct Marketing Association (DMA) and DMA’s Directo: Council for Hispanic Marketing are very pleased to present the second edition of Reaching the US Hispanic Market: Consumer Attitudes and Buying Behavior – the most authoritative research resource on direct marketing to the US Hispanic consumer. • Hispanic purchasing power has increased at a compound annual growth of 7.7%.

Most of us already know that the US Hispanic market is tremendously important, and grows more so every year. With over 49 million Americans of Hispanic descent, the US is now the world’s fifth-largest Spanish-speaking country. Census projections indicate that by 2035, more than 25 percent of the American population will be of Tap into this Surging Market: Hispanic descent. And by 2050 the Hispanic population is expected to reach 102 million – a three-fold increase from Covering all major marketing channels, including direct mail/catalog, Internet/e-mail, telephone, and television, this 2005. report will help consumer marketers create a strategy that Yet many direct marketers may not know that: effectively addresses this increasingly important segment of the US population. • Major cities in the Southern US, such as Charlotte, Atlanta and Nashville have seen the most dramatic Hispanic growth. • Over 1/3 of Hispanic households earn over $50,000 per year. • Hispanic-Americans’ purchasing power currently exceeds $700 billion and is expected to reach $1 trillion by 2008. With this report you can : • Profile the demographics of the Hispanic-American population. • Understand the attitudinal differences between “buyers” and “non-buyers.” • Know which language to use when communicating with Hispanic consumers.

DMA’s Directo: Council for Hispanic Marketing focuses on helping direct marketers reach this lucrative market through education, research and networking. Reaching the US Hispanic Market: Consumer Attitudes and Buying Behavior – 2006 Edition captures the most recent data about Hispanic-American attitudes towards shopping from home and identifies their current buying patterns and trends.

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• Uncover the factors that lead to infrequent distance shopping. • Identify ways to increase Hispanic consumers’ direct-response shopping. Using our easy-to-read PowerPoint slide format, you can answer questions about the Hispanic market like: • Should you use the same language for direct mail, television, and online offers? • Which Hispanics prefer to shop from home and which do not? • How will Hispanic “buyers” and “non-buyers” purchase via direct channels in the future? In addition to the standard demographic break-outs — such as age, income, gender, or education — our report captures special demographics that make it unusually valuable, including: • Born in US or outside. • Spanish-speaking country of origin. • Number of years in the US. • Employment Status.

• Age at Time of Immigration

As you will see, the resulting data demonstrates the many ways these diverse Hispanic segments engage with direct marketers. However, as with the first edition, this edition of our report also finds that issues such as “the need to see and feel merchandise” or “perceptions of trust” can continue to pose challenges. Of course, these challenges exist to some extent in the overall U.S. population as well. But already in this second edition of our report, we find evidence indicating the challenges of the Hispanic population becoming less pronounced. The DMA and its Directo: Council for Hispanic Marketing look forward to helping readers gain even more market share among Hispanic consumers in the future. Anna Chernis Senior Research Manager Direct Marketing Association, Inc.

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Scope and Methodology of The DMA Hispanic Marketing Project
With a US national Hispanic-American market that is increasing in size and importance, The Direct Marketing Association and the DMA’s Directo: Council for Hispanic Marketing have investigated this population’s attitudes and behaviors related to shopping from home. In addition to identifying behaviors and attitudes, DMA’s Directo: Council for Hispanic Marketing identified “buyers” and “non-buyers” and also identified how demographics and attitudes compare and differ between these two groups. Other research questions of interest included the impact of using a consumer’s preferred language, as well as the factors associated with infrequent shopping from home and effective ways to overcome these obstacles. An RFP seeking research vendors specializing in Hispanic Consumer interviews was sent out to several companies. DataSource (an affiliate of NuStats), located in San Marcos, Texas was selected to conduct the DMA/ Directo: Council for Hispanic Marketing study. The DMA and Directo: Council for Hispanic Marketing requested telephone interviews in a survey of 700 Hispanic-American consumers who are buyers via direct channels and 300 Hispanic-American consumers who do not shop via direct channels in January 2006. The 1,000 surveyed participants came from a nationally representative sample of 40,000 identified Hispanic-Americans provided by the Directo: Council for Hispanic Marketing member Focus USA. Geoscape International, another Directo: Council for Hispanic Marketing member, provided a list of 1,000 people for additional interviews to geo/demographically enhance the file, further allowing for improved targeting. Respondents were screened for age (18 years+) and were asked to verify Hispanic ethnicity. After the initial survey was run, an additional sample of 100 interviews were conducted through February 2006 to assure that proper distributions of respondents in heavy Hispanic population areas was included. A total of 10,000 records were used and 1,116 surveys were completed (788 direct buyers/donors and 328 non-buyers.) The survey instrument (script) was based on the draft questionnaire provided by the DMA. According to DataSource each interview took 12-15 minutes to complete by phone. (Please see the complete survey document in the Appendix section of this report.) In addition to translation from English to Spanish for nonEnglish speaking Hispanic respondents, DataSource worked with DMA’s Directo: Council for Hispanic Marketing and Research Department to edit the questionnaire facilitate accurate recall and response from respondents, accurately measure the concepts of interest, and minimize measured error.

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How to Read this Report
This report is structured to provide a general overview of the findings in the executive summary as well as to provide full demographic detail in the following sections. Trend data comparing 2006 and 2004 findings have been provided where possible. The next five sections focus on Hispanic behavior and perceptions regarding the specific direct marketing channels: direct mail, catalog, online/e-mail, telephone, and direct response television.

The section on Direct Buyers/Non-Buyers/Donors profiles the characteristics of the overall sample by age, income, gender, education, born in the US or not, number of years in the US, marital status, children, and employment. Section three focuses “Language Preference” on the very important topic of the impact of language in direct marketing advertisements.

Following the media categories, the section on Direct Order Trends/Attitudes focuses on methods of purchasing, 800 numbers, mail, online or fax, payment trends, i.e. credit cards, checks, money orders, etc. and views on future direct purchases. The final section “ Non-Buyer Profile” of the report covers input from the 300+ respondents who do not purchase through direct channels and their reasons for not doing so.

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A Note of Gratitude
The Direct Marketing Association would like to thank a number of people and organizations that contributed to the development and completion of this research report. We are grateful for the dedicated guidance of the Directo: Council for Hispanic Marketing ’s Research Committee: Lori Collins (Focus USA), Gustavo Gruber (Banta Direct Marketing Group), Cesar Melgoza (Geoscape International), Michael Saray (Michael Saray Hispanic Marketing), and Peter Tardif (Time Life/Direct Holdings American, Inc.) Additional thanks goes to Felipe Korzenny, PhD. (Florida State University) and Alberto Ferrer (The Vidal Partnership) for providing their input into questionnaire design. This committee was instrumental in bringing the project in its current stage. Jon Wivagg of DataSource (an affiliate of NuStats), a research firm with a specialization in the Hispanic consumer market, managed all aspects of data collection (telephone interviews), provided a summary report, and was extremely helpful in helping to interpret the data and assist with additional cross-tabulations. Cristina Buzovi, of the DMA Research and Market Intelligence department, contributed in producing and editing the tables compiled in this report. Once again, the output of this report is a reflection of the time and effort provided by the many individuals involved. Please feel free to contact me if you have any questions or comments.

Anna Chernis Senior Research Manager Achernis@the-dma.org (212)768-7277 Ex. 1559

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TABLE OF CONTENTS
Page Number Introduction Foreword Table of Contents I. Executive Summary II. Respondents Demographics Direct Buyers Non-Buyers Donors Mail Buyers Catalog Buyers Online Buyers Telephone Buyers Television Buyers III. Language Preference Language Preference Summary Preferred Language for Speaking Preferred Language for Reading Preferred Language for Advertising Mail Preferred Language for Catalog i vi 1

17 27 36 44 51 58 65 72 79 83 88 93 103

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TABLE OF CONTENTS Page Number Preferred Language for Online Browsing Preferred Language for E-mail Communication Language of Telephone Calls Received Preferred Language for Television Offers IV.org/bookstore vii . Mail Marketing Response to Mail Marketing Summary # Advertising Mail Pieces Received Perception of Quantity of Advertising Mail Received Perception of Usefulness of Direct Mail Offers Types of Direct Mail Received Viewing Habits Regarding Direct Mail Amount Spent on Direct Mail Purchases Products Bought from Direct Mail Offers V.the-dma. Catalog Marketing Response to Catalog Marketing Summary # Catalogs Received Perception of Quantity of Catalogs Received Products Bought from Catalogs Amount Spent on Catalog Purchases 150 151 154 159 160 121 125 128 134 139 141 148 149 105 110 111 114 www.

TABLE OF CONTENTS VI. Television Marketing Response to Television Marketing Summary Ways TV Purchases are Made # of Purchases in the Last 12 Months Amount Spent on Purchases from Television Offers Products/Services Purchased from a Television Offer Page Number 161 162 166 167 170 171 172 173 175 176 177 178 179 180 181 182 183 186 187 www.org/bookstore viii . Telephone Marketing Response to Telephone Marketing Summary # of Calls Received # of Purchases in the Last 12 Months Products/Services Most Likely to Purchase by Telephone VIII.the-dma. Online/E-mail Marketing Response to Online Marketing Summary Source of Internet Access: Home/Work/Both # of Hours Spent Online in a Typical Week Internet Connection Searching Habits # of Web Purchases Made in last 12 Months Amount Spent on Online Purchases Products Purchased from Web sites Made a Purchase from an E-mail Offer in last 12 Months: Yes/No # of E-mail Purchases Made in last 12 Months VII.

Direct Ordering Trends/Attitudes (Buyers) Direct Ordering Trends Summary Ordering Methods Used Number of Credit Cards Payment Methods Reasons for Shopping Direct Likelihood of Future Direct Purchases 188 189 191 194 197 204 X. Non-Buyer Profile Reasons for Not Buying from Home Ranking of Reasons/Factors Discouraging Buying from Home Likelihood of Future Direct Purchases XI.org/bookstore ix .the-dma. Report Sponsors XII.TABLE OF CONTENTS Page Number IX. Appendix 209 211 216 www.

Households with employees of market research or direct marketing companies were disqualified.Executive Summary About the Survey • • • • • Nationwide sample of Hispanics (about 10.116 completed interviews for the analysis (788 direct buyers and 328 non-buyers). Quotas were set for 70% of respondents to be direct response buyers and 30% non-buyers. www.000 records used). There were 1.org/bookstore 1 . Sample was pre-screened for age (18 years+) and Hispanic ethnicity.the-dma.

Executive Summary Definitions: Direct Buyers/Donors and Non-Buyers • Direct Buyer (n=788): the person buys products/services from mail. online. telephone. online. online. catalog. catalog. or DRTV offers or makes donations in response to mail.org/bookstore 2 . telephone. • • www. Donor (n=159): the person donates and buys from mail. or DRTV offers. or DRTV solicitations. telephone. telephone. online. Non-Buyer (n=328): the person does not buy from mail.the-dma. or DRTV offers. catalog.

the-dma.org/bookstore 3 . or DRTV offers or have made donations. catalog. 36% purchased through more than one channel : – – – – – 506 bought through only one channel 194 bought through 2 channels 75 bought through 3 channels 12 bought through 4 channels 2 bought through all 5 channels www. telephone.Executive Summary Breakout of Single Channel Buyers and Multichannel Buyers • Of those 788 individuals who made purchases from mail. online.

while in 2006 older adults are most likely to be non-buyers. the majority of donors are between the ages of 25-44 years old.org/bookstore 4 .the-dma. 41% in 2006 of direct buyers are in the age range of between 25-44 years old. • Donors: In both 2004 and 2006.Executive Summary Demographics: Age • Direct Buyers: Close to 55% in 2004 vs. www. • Non-Buyers: The distribution among age ranges of non-buyers is quite similar to buyers with most (54%) being between 25-44 years old in 2004.

the majority of non-buyers (63%) have incomes below $35. • Donors: 46% of donors earned $25. www.the-dma.000.Executive Summary Demographics: Income • Direct Buyers: Both in 2004 and 2006.000. there is a fairly even distribution of donors across income levels between $15.000-$50.000 in 2004. incomes of direct buyers are spread fairly consistently among those earning below $15.000 or less and 29% earned between $25.000 and as high as $75. • Non-Buyers: Close to half of non-buyers had incomes below $25. In 2006.000 in 2004.org/bookstore 5 .000 and $75. In 2006.000.

• Donors: There is a close split of donors that graduated from high school or have some high school education (48%) and donors that either graduated from college or completed some college work (40%) in 2006. • Non-Buyers: More than three quarters in 2004 and 69% in 2006 of nonbuyers did not have education beyond high school – only 14% in 2004 and 21% in 2006 attended or graduated from college.Executive Summary Demographics: Education • Direct Buyers: In 2004. 51% of direct buyers graduated from high school or have some high school education. more than 45% of direct buyers either graduated from college or completed some college work. In 2004.org/bookstore 6 . www.the-dma. In 2006. 60 % of donors did not had education beyond high school.

• Donors: Most donors (65%) were not born in the US in 2004.org/bookstore 7 .the-dma. when more direct buyers (59%) were born in the US. Meanwhile. In 2006. most donors (66%) were born in the US in 2006. • Non-Buyers: 77% of non-buyers were not born in the US in 2004. www.Executive Summary Demographics: Born in the US or Outside • Direct Buyers: More direct buyers (53%) were not born in the US in 2004. in contrast to 2006. there is an equal split 49% each of direct buyers born in the US and born outside.

70% of interviews were conducted in Spanish.org/bookstore 8 .the-dma. while in 2006 this percentage nearly doubled to 34%. In 2006. www.Executive Summary Language Preference: • In 2004. indicating an overall trend of increased acculturation. • Merely 18% of respondents spoke English only or preferred English in 2004. this figure was about 44%.

org/bookstore 9 . • In 2004. while in 2006 77% of respondents who purchased in response to TV marketing reported responding to a commercial or infomercial that was in English.Executive Summary Language Preference: • When looking at reading preferences. it appeared that most Hispanics preferred viewing DRTV ads in Spanish.the-dma. 44% of respondents chose Spanish Only or Spanish Preferred. www. whereas 39% prefer to read in English.

35% in 2006 said they glance at or skim the direct mail they receive. Compared to the total US population. 38% of the total US population said they received just the right amount or they wouldn’t mind receiving more.org/bookstore 10 . only 15% of the total US population who usually read it. www. more Hispanics (35%) glance at or skim through direct mail vs.Executive Summary Response to Mail Marketing: • The majority of Hispanics (55% in 2004 vs. 42% in 2006) said they received just the right amount of advertising mail in their homes.the-dma. 70% in 2006) receive six or more pieces of advertising mail per week. 49% of Hispanics vs. • Overall. Compared to the total US population. 39% of Hispanic consumers in 2004 vs. • Close to half of all the respondents (49% in 2004 vs. Hispanics are more tolerant towards received advertising mail.

one-third of respondents who made purchases from TV offers said they had made a purchase from a home shopping channel.Executive Summary Response to Catalog. www. • In 2006. Telephone & Television Marketing: • 30% of catalog respondents receive only one catalog a week and 20% receive two. • The same percentage of buyers who receive 3-5 telemarketing calls a week and of buyers who receive more than 12 calls respond to telephone marketing – 27%.org/bookstore 11 .the-dma.

www. • 72% of online buyers have broadband connection at home. • 67% came across Web sites that they purchased from search engines.the-dma. • Clothing/apparel/shoes and CDs/videos/music were the most often cited categories for products purchased online (29% each in 2004 and 36% and 30% respectively in 2006).Executive Summary Response to Online Marketing: • 37% (2006) vs.org/bookstore 12 . 25% (2004) have online access both at their homes and at the office.

org/bookstore 13 . 33%). • Compared to all buyers. www.the-dma. 51% of Hispanic buyers had more than one major credit card – up from 41% in 2004. 63% in 2006). •Credit card ownership has increased among Hispanic consumers and so has the usage of credit cards as a payment method when shopping from home (53% in 2004 vs. Hispanic buyers place more orders by phone (49% vs.Executive Summary Direct Ordering Trends: • In 2006.

When analyzing by media this reason is most frequently cited in reference to online purchases (63%).the-dma. •“Time saved” was the third top ranked reason in 2004 —noted by 25%. 27% in 2004 view “discounted and reduced prices” as an incentive to shop from home or office. followed by television (56%) and catalog (54%). www.Executive Summary Reasons for Shopping Direct: •Almost half of all Hispanics cite “convenience of shopping from home” as a reason for making direct purchases. •25% in 2006 vs. which in 2006 increased to 35%.org/bookstore 14 .

37% in 2004 indicated that they “preferred to see and touch items.Executive Summary Non-Buyers: DMA’s research also targeted Hispanic consumers who do not purchase products or services through direct marketing channels. while 29% in 2006 vs. 21% in 2004) said that they were “not interested in items advertised”. • The majority of respondents (68%) cited two main reasons for not buying from direct advertising offers.the-dma. These results reflect our findings from 328 non-buyers.” www. More than a third (39% in 2006 vs.org/bookstore 15 .

www.the-dma. and a need to see products remain the most important reasons Hispanics give for not responding to direct marketing. privacy concerns.75.Executive Summary Non-Buyers: •Respondents were asked to identify factors vs. For Spanish-speaking respondents.org/bookstore 16 . respondents gave an average score of almost 4 in 2004 to not trusting companies that sell through direct channels. •Factors: On a scale of one to five where one is not a problem and five is a very big problem. this number decreased to 2. In 2006. the language barrier is a key issue. •Reasons: Lack of trust. reasons why they were discouraged from buying through direct channels.

org/bookstore 17 .000.Summary: Demographics of Hispanic Direct Buyers •60% of all direct buyers are in the age range of 25-54 years. •The incomes of direct buyers are spread fairly consistently among those earning below $15. •51% of direct buyers graduated from high school or have some high school education. •Female direct buyers outnumber males by almost two to one. www.000 and as high as $75.the-dma.

a significant percent (39%) are not employed. •More direct buyers (59%) were born in the US. www.org/bookstore 18 . •The majority (63%) of direct buyers are married or living with a partner.the-dma.Summary: Demographics of Hispanic Direct Buyers •While the majority of direct buyers work full time.

the-dma.1% 116 150 175 150 102 84 14.7% Base Percent www.0% 22.7% 19.org/bookstore 19 .9% 10.0% 12.9% 33.Demographics of Hispanic Direct Buyers Direct Buyers (n=788) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male 527 261 66.2% 19.

org/bookstore 20 .000-$75.6% www.Demographics of Hispanic Direct Buyers Direct Buyers (n=788) Income <$15.000-$25.8% 2.the-dma.7% 5.000 $25.000-$150.000 >$150.000 $35.000 Don't know Refused Base 101 150 149 145 89 30 21 6 53 44 Percent 12.7% 0.8% 6.9% 18.000 $50.000 $75.000-$35.3% 3.000-$50.0% 18.4% 11.8% 19.000 $15.000-$100.000 $100.

2% 18.org/bookstore 21 .4% 4.the-dma.0% 0.5% 32.Demographics of Hispanic Direct Buyers Direct Buyers (n=774) Education Some high school or less Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/ post-graduate school Base 143 251 33 156 139 1 22 Percent 18.3% 20.1% 2.8% www.

Demographics of Hispanic Direct Buyers Direct Buyers (n=788) Employment Full time (≥30 hours per week) Part time (<30 hours per week) Not employed Don’t know Marital Status Single Married/living with partner Divorced Separated Widowed Base 380 91 310 1 198 499 31 10 42 Percent 48.3% 0.the-dma.3% 5.1% 63.3% 3.org/bookstore 22 .1% 25.2% 11.9% 1.3% www.5% 39.

3% 46.8% 11.6% 58.Demographics of Hispanic Direct Buyers Direct Buyers (n=788) Children Yes No Born in the US Yes No Time in the US (n=312) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years www.8% .org/bookstore 23 Base 296 459 465 312 5 14 15 36 82 146 Percent 37.the-dma.5% 4.0% 39.2% 59.6% 1.6% 4.5% 26.

8% 2.9% www.the-dma.3% 6.2% 0.4% 2.5% 20.8% 53.org/bookstore 24 .Demographics of Hispanic Direct Buyers Direct Buyers (n=312) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know Refused Base 43 167 65 7 1 20 9 Percent 13.

9% 3.6% 0.4% 5.8% 0.Demographics of Hispanic Direct Buyers State of Residence Number of Respondents (n=788) State Arizona California Colorado Connecticut Florida Georgia Illinois Indiana Kansas Massachusetts Minnesota Base 65 236 30 3 46 5 52 4 13 3 1 Percent 8.org/bookstore 25 .5% 1.6% 6.the-dma.8% 0.1% www.2% 29.4% 0.6% 0.

4% 0.6% 0.1% 0.Demographics of Hispanic Direct Buyers State of Residence Number of Respondents (n=788) State Michigan New Jersey New Mexico Nevada New York Ohio Oklahoma Oregon Pennsylvania Texas Virginia Washington Wisconsin Base 4 12 70 6 28 2 1 2 1 190 4 3 4 Percent 0.3% 0.1% 24.5% 0.9% 0.5% 1.5% 8.8% 3.3% 0.org/bookstore 26 .the-dma.5% www.1% 0.

www. •The majority of non-buyers (63%) have incomes below $35. •A higher percentage of non-buyers than direct buyers (53% vs 39%) are unemployed.Summary: Demographics of Hispanic Non-Buyers •Older adults are most likely to be non-buyers. •69% of non-direct buyers did not have any education beyond high school--only 21% attended or graduated from college.000.the-dma.org/bookstore 27 .

5% 41.5% www.0% 16.5% 14.9% 24.the-dma.Demographics of Hispanic Non-Buyers Non-Buyers (n=328) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male Base 51 39 46 54 49 80 192 136 Percent 15.9% 14.org/bookstore 28 .5% 11.4% 58.

000 $35.000 $75.000-$75.000 $50.0% 18.000 Don't know Refused Base 103 130 95 45 26 7 3 1 67 42 Percent 19.000-$150.000-$100.0% 1.org/bookstore 29 .000-$25.Demographics of Hispanic Non-Buyers Non-Buyers (n=519) Income <$15.8% 25.the-dma.000-$35.3% 8.000-$50.1% www.6% 0.000 >$150.000 $100.000 $15.7% 5.9% 8.000 $25.3% 0.2% 12.

org/bookstore 30 .1% 35.the-dma.1% 4.7% 0.6% 1.5% www.Demographics of Hispanic Non-Buyers Non-Buyers (n=519) Education Some high school Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/postgraduate school Refused Base 177 182 25 74 35 3 5 18 Percent 34.8% 14.0% 3.3% 6.

3% 1.0% 0.the-dma.2% www.org/bookstore 31 .7% 53.5% 10.7% 52.6% 5.5% 24.Demographics of Hispanic Non-Buyers Non-Buyers (n=328) Employment Full time (≥30 hours per week) Part time(<30 hours per week) Not employed Don't know Refused Marital Status Single Married/living with partner Divorced Separated Widowed Refused Base 113 35 174 1 5 81 172 14 5 38 17 Percent 34.5% 11.3% 1.4% 4.

6% 5.1% 65.6% www.org/bookstore 32 .7% 5.8% 46.6% 8.1% 24.the-dma.Demographics of Hispanic Non-Buyers Non-Buyers (n=328) Children Yes No Born in the US Yes No Time in the US (n=161) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years Base 102 214 159 161 6 9 9 13 40 75 Percent 31.1% 3.5% 49.2% 48.

Demographics of Hispanic Non-Buyers Non-Buyers (n=161) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know Refused Base 17 76 36 11 1 11 9 Percent 10.4% 6.8% 0.6% 6.the-dma.6% www.6% 47.8% 5.2% 22.org/bookstore 33 .

Demographics of Hispanic Non-Buyers State of Residence Number of Respondents (n=328) State Arizona California Colorado Connecticut Florida Georgia Illinois Indiana Kansas Massachusetts Michigan Base 22 86 36 4 9 2 13 3 7 4 3 Percent 6.6% 4.0% 0.1% 1.org/bookstore 34 .2% 0.0% 1.the-dma.9% 2.2% 2.7% 0.2% 11.7% 26.9% www.

6% 0.9% 12.8% www.3% 1.9% 4.the-dma.0% 0.8% 0.3% 0.org/bookstore 35 .Demographics of Hispanic Non-Buyers State of Residence Number of Respondents (n=328) State Missouri Nebraska New Jersey New Mexico Nevada New York Oregon Pennsylvania Texas Virginia Washington Wisconsin Base 1 3 16 42 3 13 1 1 46 2 1 6 Percent 0.3% 14.3% 0.9% 4.0% 0.

•There is a fairly even distribution of donors across income levels between $15.org/bookstore 36 . www.000. •Females are by far (65%) more likely to make donations than males (35%). •Most donors (66%) were born in the US. And almost 60% of those who were not born in the US indicated that they had been in the US for 20 years or more.000 and $75.Summary: Demographics of Hispanic Donors •The majority of donors are between 25 and 54 years old.the-dma.

4% 34.6% 14 29 32 40 19 24 8.2% 11.1% 25.9% 15.Demographics of Hispanic Donors Donors (n=159) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male 104 55 65.2% 20.the-dma.org/bookstore 37 .8% 18.1% Base Percent www.

000-$35.org/bookstore 38 .000-$100.000 $25.8% 13.000-$25.000-$50.000 $15.000 Don't know Refused Base 17 29 30 33 24 13 9 1 9 11 Percent 9.000-$150.Demographics of Hispanic Donors Donors (n=159) Income <$15.1% 6.3% www.000 $35.000-$75.000 $100.5% 17.4% 5.6% 5.0% 18.7% 16.000 >$150.6% 7.the-dma.000 $75.000 $50.1% 0.

9% 28.org/bookstore 39 .3% www.7% 18.Demographics of Hispanic Donors Donors (n=159) Education Some high school or less Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/ post-graduate school Base 33 50 5 38 32 1 11 Percent 18.6% 2.6% 6.the-dma.3% 0.9% 21.

4% www.Demographics of Hispanic Donors Donors (n=159) Employment Full time (≥30 hours per week) Part time (<30 hours per week) Not employed Refused Marital Status Single Married/living with partner Divorced Separated Widowed Base 83 14 59 3 30 111 8 2 7 Percent 52.9% 69.1% 1.2% 8.8% 37.9% 18.org/bookstore 40 .8% 5.the-dma.0% 1.3% 4.

9% 57.0% 66.9% 9.0% 34.org/bookstore 41 Base 62 89 105 54 1 1 5 14 31 Percent 39.the-dma.0% 56.3% 25.0% 1.Demographics of Hispanic Donors Donors (n=159) Children Yes No Born in the US Yes No Time in the US (n=54) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years www.4% .9% 1.

Demographics of Hispanic Donors

Donors (n=54) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know

Base 13 20 15 1 5

Percent 24.1% 37.0% 27.8% 1.9% 9.3%

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Hispanic Donations to Charity
What type of charitable donations do you contribute to?

Type of Charity (n=159) Local place of worship Charities Religious organizations Children-related causes Health-related causes Educational institutions/programs Environmental/animal welfare Political parties

% Contributing 58% 45% 41% 23% 18% 16% 6% 6%

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Summary: Demographics of Hispanic Mail Buyers
•The majority of Hispanic mail buyers are between 25 and 54 years old (60%.) •Seven out of 10 Hispanics buying from direct mail offers are female. •Interestingly, there is a close split of mail buyers that are employed full time (46%) and those who are not employed (44%). •Of the 143 non-US born respondents, a significant percent (53%) have been in the U.S. for 20 or more years. •And interestingly, 51% of mail buyers immigrated to the US between the ages of 11 and 25 years old.

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Demographics of Hispanic Mail Buyers
Mail Buyers (n=321) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male Base 28 59 65 69 46 48 213 108 Percent 8.7% 18.4% 20.2% 21.5% 14.3% 15.0% 66.4% 33.6%

www.the-dma.org/bookstore 45

3% 18.2% 12.org/bookstore 46 .000 $50.000-$150.000 $75.000 Don't know Refused Base 47 62 59 52 41 7 5 1 53 44 Percent 14.000-$50.6% www.000-$75.000 $25.6% 19.000 $15.4% 16.Demographics of Hispanic Mail Buyers Mail Buyers (n=321) Income <$15.6% 0.7% 5.000-$25.8% 2.000-$100.000-$35.2% 1.the-dma.000 $35.3% 6.000 $100.000 >$150.

Demographics of Hispanic Mail Buyers Mail Buyers (n=315) Education Some high school or less Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/ post-graduate school Base 71 105 12 57 46 7 Percent 22.6% 2.2% www.8% 18.5% 33.1% 14.org/bookstore 47 .3% 3.the-dma.

6% 1.1% 9.org/bookstore 48 .3% 43.9% 6.2% 1.6% 60 222 5 6 22 18.Demographics of Hispanic Mail Buyers Mail Buyers (n=321) Employment Full time (≥30 hours per week) Part time(<30 hours per week) Not employed Marital Status Single Married/living with partner Divorced Separated Widowed Base 148 30 140 Percent 46.7% 69.9% www.the-dma.

8% 22.4% 53.1% 58.the-dma.9% www.5% 9.3% 52.1% 3.org/bookstore 49 .1% 4.5% 2.5% 3.6% 44.Demographics of Hispanic Mail Buyers Mail Buyers (n=321) Children Yes No Born in the US Yes No Time in the US (n=143) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years Refused Base 116 187 169 143 3 5 5 14 32 76 7 Percent 36.

org/bookstore 50 .6% 0.8% 4.0% 19.2% www.Demographics of Hispanic Mail Buyers Mail Buyers (n=143) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know Refused Base 21 73 28 1 14 6 Percent 14.the-dma.7% 9.7% 51.

the-dma.Summary: Demographics of Hispanic Catalog Buyers • There is a fairly even distribution across all age groups of catalog buyers. Out of 147 non-US born respondents.org/bookstore 51 . •60% of catalog buyers were born in the US.000. with a slightly higher response in the age group 35-44.000 and $50. 58% immigrated to the US between the ages of 11 and 25. •51% of catalog buyers completed high school or have some high school education. •Almost 60% of catalog buyers earn between $15. www.

0% 26.Demographics of Hispanic Catalog Buyers Catalog Buyers (n=369) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male 273 96 74.7% 22.the-dma.4% Base Percent www.0% 17.0% 18.org/bookstore 52 .9% 13.0% 59 69 81 66 49 42 16.3% 11.

4% www.000-$35.000-$50.8% 19.000 $15.000 $75.the-dma.000 $50.000 $100.0% 0.000 $35.2% 3.5% 6.org/bookstore 53 .000-$25.5% 3.000-$150.000 Don't know Refused Base 42 73 73 68 45 13 11 2 22 20 Percent 11.0% 5.4% 12.000 >$150.8% 18.000-$100.4% 19.000 $25.Demographics of Hispanic Catalog Buyers Catalog Buyers (n=369) Income <$15.000-$75.

Demographics of Hispanic Catalog Buyers Catalog Buyers (n=369) Education Some high school or less Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/ post-graduate school 68 116 14 77 70 1 10 18.3% 2.9% 3.2% 0.org/bookstore 54 .2% 19.the-dma.7% 31.8% 21.7% Base Percent www.

4% 6.Demographics of Hispanic Catalog Buyers Catalog Buyers (n=369) Employment Full time (≥30 hours per week) Part time (<30 hours per week) Not employed Marital Status Single Married/living with partner Divorced Separated Widowed Base 171 44 151 Percent 46.8% 64.org/bookstore 55 .9% 40.0% 4.the-dma.0% www.9% 88 236 16 5 22 23.3% 1.3% 11.

9% 39.the-dma.5% www.2% 27.9% 43.8% 2.Demographics of Hispanic Catalog Buyers Catalog Buyers (n=369) Children Yes No Born in the US Yes No Time in US (n=147) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years Base 147 209 221 147 3 8 9 15 41 64 Percent 39.0% 5.8% 56.org/bookstore 56 .6% 59.4% 6.1% 10.

7% 5.2% 57.7% 2.the-dma.org/bookstore 57 .Demographics of Hispanic Catalog Buyers Catalog Buyers (n=147) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know 18 85 29 4 8 12.8% 19.4% Base Percent www.

000 . Of those born outside the the US and purchasing online.org/bookstore 58 .the-dma. www. •60% of those making online purchases are employed full time. •55% of Hispanic online buyers had attended or completed college. •56% of online buyers earn between $25.000. Buyers in the age group 35-44 made the most purchases.$75.Summary: Demographics of Hispanic Online Buyers •There is a fairly even distribution among online buyers grouped by age through age 54. 82% of them have resided here for 10 or more years. •A large majority of online buyers (73%) were born in the US.

3% 3.6% 7.org/bookstore 59 .the-dma.3% 26.9% Base Percent www.5% 53 63 68 43 19 10 20.5% 42.Demographics of Hispanic Online Buyers Online Buyers (n=259) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male 149 110 57.5% 24.3% 16.

org/bookstore 60 .000-$25.5% 21.000 $35.000 $100.6% 7.7% 6.000 $50.000 Don't know Refused Base 12 32 48 55 43 20 16 3 19 11 Percent 4.000 >$150.2% 16.000 $15.000 $75.000-$75.2% 1.2% 7.6% 12.000-$35.6% 4.Demographics of Hispanic Online Buyers Online Buyers (n=259) Income <$15.000-$100.000 $25.000-$50.2% www.4% 18.the-dma.000-$150.

7% 28.8% 2.5% Base Percent www.org/bookstore 61 .6% 26.7% 5.Demographics of Hispanic Online Buyers Online Buyers (n=255) Education Some high school or less Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/ post-graduate school 14 71 7 73 68 14 5.the-dma.5% 27.

5% 15.org/bookstore 62 .3% 93 146 11 5 4 35.the-dma.5% www.9% 1.4% 4.9% 56.2% 1.4% 24.Demographics of Hispanic Online Buyers Online Buyers (n=259) Employment Full time (≥30 hours per week) Part time (<30 hours per week) Not employed Marital Status Single Married/living with partner Divorced Separated Widowed Base 154 40 63 Percent 59.

the-dma.1% 73.3% 1.2% 54.4% 26.5% 1.5% 11.org/bookstore 63 .2% 44.1% www.8% 38.Demographics of Hispanic Online Buyers Online Buyers (n=259) Children Yes No Born in the US Yes No Time in the US (n=68) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years Base 112 140 190 68 1 1 8 26 30 Percent 43.

Demographics of Hispanic Online Buyers Online Buyers (n=68) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know 19 31 11 3 3 27.the-dma.2% 4.6% 16.9% 45.4% Base Percent www.org/bookstore 64 .4% 4.

www. with the major concentration (51%) in the age range 35-54 years old. the distribution by age was fairly consistent. •Almost 60% of Hispanics responding to telephone offers were employed full time.the-dma. •Those Hispanics with income levels between $25.Summary: Demographics of Hispanic Telephone Buyers •Of the 47 respondents indicating that they made purchases as a result of a telephone offer.org/bookstore 65 .000-$35.000 were most likely to respond to telephone offers.

org/bookstore 66 .7% 4.Demographics of Hispanic Telephone Buyers Telephone Buyers (n=47) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male 26 21 55.1% 17.3% 6.3% 44.the-dma.0% 23.4% 27.4% Base Percent www.7% 9 8 11 13 2 3 19.

3% 2.000 Don't know Refused Base 7 7 14 6 4 1 2 1 3 2 Percent 14.000 >$150.000 $35.3% www.9% 14.the-dma.000-$25.5% 2.000-$50.000-$100.000 $50.000-$75.org/bookstore 67 .000 $75.9% 29.000 $100.1% 6.000-$35.1% 4.8% 12.000-$150.8% 8.000 $25.000 $15.Demographics of Hispanic Telephone Buyers Telephone Buyers (n=47) Income <$15.4% 4.

the-dma.8% 36.8% 6.4% 19.1% 12.Demographics of Hispanic Telephone Buyers Telephone Buyers (n=47) Education Some high school or less Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/ post-graduate school Base 6 17 3 9 6 3 Percent 12.org/bookstore 68 .4% www.2% 6.

4% 4.5% 4.3% 38.3% 48.3% www.8% 25.Demographics of Hispanic Telephone Buyers Telephone Buyers (n=47) Employment Full time (≥30 hours per week) Part time (<30 hours per week) Not employed Refused Marital Status Single Married/living with partner Divorced Separated Widowed Base 27 6 12 2 18 23 3 2 Percent 57.9% 6.the-dma.4% 12.org/bookstore 69 .

3% 55.7% 38.org/bookstore 70 Base 18 26 29 18 1 2 6 9 Percent 38.0% .6% 11.1% 33.the-dma.Demographics of Hispanic Telephone Buyers Telephone Buyers (n=47) Children Yes No Born in the US Yes No Time in the US (n=18) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years www.3% 5.3% 61.3% 50.

the-dma.2% 11.org/bookstore 71 .1% 22.1% www.6% 61.Demographics of Hispanic Telephone Buyers Telephone Buyers (n=18) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know Base 1 11 4 2 Percent 5.

•A significant majority (62%) of respondents to television offers were born in the US. Of those Hispanics immigrants who made television purchases. those younger than 25 and older than 55 years old do not make such many purchases. 70% have been in the US for 10 years or more and 54% immigrated to the US at ages of 11-25 .$75.000 were proportionate. •Television buyers across income levels $15. www.Summary: Demographics of Hispanic Television Buyers •While those in the age group 25-54 years old make up the largest group of television buyers from TV offers (63%).the-dma. that is 12% and 24% respectively.000 .org/bookstore 72 .

1% 22.org/bookstore 73 .8% 10.the-dma.8% 20.Demographics of Hispanic Television Buyers Television Buyers (n=149) Age <25 25-34 35-44 45-54 55-64 ≥65 Gender Female Male 93 56 62.1% 12.1% 20.4% 37.7% Base Percent www.6% 18 31 30 33 19 169 12.

7% 3.9% 17.4% www.the-dma.Demographics of Hispanic Television Buyers Television Buyers (n=149) Income <$15.3% 6.4% 2.000-$35.000 $75.000 Don't know Refused Base 20 28 26 28 22 5 3 2 10 5 Percent 13.000 $35.org/bookstore 74 .000 $50.000 >$150.000-$75.0% 1.000-$100.8% 14.4% 14.000 $15.000 $100.000 $25.8% 3.000-$25.000-$150.000-$50.4% 18.

org/bookstore 75 .1% 21.2% 35.1% 19.0% 4.4% 6.the-dma.Demographics of Hispanic Television Buyers Television Buyers (n=149) Education Some high school or less Completed high school Trade or technical school Some college Graduated college Some graduate work Completed graduate/ post-graduate school 15 52 9 31 28 7 10.8% Base Percent www.

6% 36 98 6 8 24.Demographics of Hispanic Television Buyers Television Buyers (n=149) Employment Full time (≥30 hours per week) Part time (<30 hours per week) Not employed Marital Status Single Married/living with partner Divorced Separated Widowed Base 77 14 56 Percent 51.0% 5.7% 9.the-dma.4% 37.4% www.org/bookstore 76 .2% 65.8% 4.

4% 62.Demographics of Hispanic Television Buyers Television Buyers (n=149) Children Yes No Born in the US Yes No Time in the US (n=56) Less than 1 year 1-3 years 3-5 years 5-10 years 10-20 years 20+ years Base 54 93 93 56 2 2 12 16 23 Percent 36.6% 3.6% 41.4% 37.the-dma.1% www.6% 3.2% 62.6% 21.4% 28.org/bookstore 77 .

5% 53.2% 3.6% 23.org/bookstore 78 .8% 3.6% Base Percent www.the-dma.Demographics of Hispanic Television Buyers Television Buyers (n=56) Age at Time of Immigration 1-10 years old 11-25 years old 26-40 years old 41-55 years old 56 or older Don’t Know 7 30 13 2 1 2 12.6% 1.

Summary: Language Preference • In 2004. indicating an overall trend of increased acculturation. • 36% (2004) vs. In 2006. 34% (2006) of respondents spoke mostly (or only) Spanish and another 26% in 2004 vs. this figure was about 44%. 70% of interviews were conducted in Spanish. only 10% in 2006 were bilingual but preferred Spanish. while in 2006 this percentage nearly doubled to 34%. www.org/bookstore 79 .the-dma. • Merely 18% of respondents spoke English only or preferred English in 2004.

• 39% (2004) vs. www. while 36% prefer receiving mail in Spanish.the-dma.org/bookstore 80 . Hispanics are using online resources more and even those who prefer Spanish use the Web in English. 44% of respondents chose Spanish Only or Spanish Preferred. 45% (2006) of mail buyers prefer to receive mail in English.Summary: Language Preference • When looking at reading preferences.) • • 76% of catalog respondents receive catalogs in English. (same results in both 2004 and 2006. whereas 39% prefer to read in English.

the-dma. so it’s possible that images and audio components of direct marketing can overcome the language barrier. 73% of telemarketing calls are in English.org/bookstore 81 . • While response numbers were small. 57% of respondents said they communicate by e-mail either “mostly in English” or “in both English and Spanish. www.Summary: Language Preference • The trend towards English seems more prominent online and on television.” • Overall.

• While 25% respondents who purchased in response to TV marketing reported watching TV in both languages equally. www.Summary: Language Preference • In 2006. 77% of respondents who purchased in response to TV marketing reported responding to a commercial or infomercial that was in English. Some 57% watched TV all or mostly in English.the-dma.org/bookstore 82 . only 19% said they watched TV all or mostly in Spanish.

Language Preference Do you prefer speaking in …? 50% 40% 30% 20% 10% 0% Spanish Only Spanish Preferred Both English and Spanish Equally English Only English Preferred 10% 36% % of respondents 34% 26% 20% 22% 26% 2004 2006 10% 8% 8% www.org/bookstore 83 .the-dma.

0% 32.5% 37.8% 7.9% www.9% 9.9% 36.6% 9.6% 28.3% 19.Language Preference Do you prefer speaking in … ? AGE Preferred Language for Speaking(n = 1116) <25 (167) 25-34 (189) 35-44 (221) 45-54 (204) 55-64 (151) ≥65 (164) Spanish only Spanish preferred Both equally English only English preferred 16.4% 10.5% 23.4% 23.the-dma.7% 6.4% 11.2% 31.1% 3.3% 37.0% 10.6% 30.8% 7.1% 35.8% 11.0% 4.5% 22.4% 8.8% 25.2% 27.1% 22.0% 24.2% 25.org/bookstore 84 .

1% 9.9% 28.2% 5.6% 18.5% 16.6% 18.8% 17.0% 4.1% 10.3% 6.4% 8.4% 7.9% 41.Language Preference Do you prefer speaking in … ? INCOME Preferred Language for Speaking (n = 1307) <$15K (204) $15-25K (280) $25-35K (244) $35-50K (190) $50-75K (115) >$75K (68) Spanish only Spanish preferred Both equally English only English preferred 57.8% 50.0% 32.3% 46.the-dma.1% 27.4% 48.org/bookstore 85 .4% 12.9% 21.6% 24.4% 4.6% 7.2% 10.4% 33.5% 2.4% 11.4% www.6% 9.3% 7.

1% 4.3% 17.1% 8.6% 3.9% 12.2% 27.7% 51.3% 25.1% 14.8% 31.the-dma.7% 39.4% 24.7% 5.Language Preference Do you prefer speaking in … ? EDUCATION Preferred Language for Speaking (n = 1116) Some high school or less (320) High school degree (433) Trade or technical school (58) Some college (230) College degree (174) Some grad work or degree (31) Spanish only Spanish preferred Both equally English only English preferred 63.2% 3.1% 14.8% 13.8% 5.3% 3.2% 38.5% 3.2% 28.2% www.5% 29.8% 11.7% 40.2% 5.9% 25.6% 20.2% 16.7% 10.org/bookstore 86 .

7% 12.org/bookstore 87 .7% 3.Language Preference Do you prefer speaking in … ? PLACE OF BIRTH Preferred Language for Speaking (n =1116) Spanish only Spanish preferred Both equally English only English preferred Born in US (624) Born Abroad (473) 7.2% 1.the-dma.7% www.7% 15.6% 4.7% 16.9% 45.2% 61.5% 30.

Language Preference Do you prefer reading in … ? Preferred Language for Reading Spanish only Spanish preferred Both equally English only English preferred Percentage of Total Respondents 34% 10% 17% 30% 9% www.org/bookstore 88 .the-dma.

8% 8.4% 25.0% 30.7% 10.7% 34.4% 5.3% 18.7% 15.3% 12.5% 7.the-dma.Language Preference Do you prefer reading in … ? AGE Preferred Language for Reading (n = 1116) <25 (167) 25-34 (189) 35-44 (221) 45-54 (204) 55-64 (151) ≥65 (164) Spanish only Spanish preferred Both equally English only English preferred 15.5% 16.org/bookstore 89 .3% 10.7% 10.1% 43.7% 8.6% 5.5% 32.7% 8.5% 29.5% 28.4% 11.5% 35.8% 7.9% 30.2% 32.9% 37.8% 12.8% 33.5% www.4% 19.

9% 22.3% www.1% 45.2% 7.1% 7.0% 12.9% 27.6% 12.Language Preference Do you prefer reading in … ? INCOME Preferred Language for Reading(n = 1307) <$15K (204) $15-25K (280) $25-35K (244) $35-50K (190) $50-75K (115) >$75K (68) Spanish only Spanish preferred Both equally English only English preferred 58.7% 2.8% 12.9% 20.2% 12.7% 32.3% 16.2% 5.0% 8.4% 20.0% 49.4% 2.1% 57.1% 16.6% 20.0% 11.4% 10.7% 5.3% 7.1% 15.9% 22.4% 12.org/bookstore 90 .9% 45.the-dma.

8% 5.2% 20.2% 75.the-dma.4% 46.7% 48.3% 29.9% 10.Language Preference Do you prefer reading in … ? EDUCATION Preferred Language for Reading (n = 1116) Some high school or less (320) High school degree (433) Trade or technical school (58) Some college (230) College degree (174) Some grad work or degree (4) Spanish only Spanish preferred Both equally English only English preferred 63.3% 14.5% 31.0% 25.6% 12.4% 12.5% 25.3% 6.7% 20.0% 17.1% 20.1% 5.9% 13.7% 7.5% 10.3% 31.5% 12.org/bookstore 91 .6% 12.2% 15.1% 6.0% - www.

5% 58.the-dma.org/bookstore 92 .2% 4.3% 55.3% www.0% 1.9% 2.9% 14.4% 13.8% 21.8% 19.Language Preference Do you prefer reading in … ? PLACE OF BIRTH Preferred Language for Reading (n =1116) Spanish only Spanish preferred Both equally English only English preferred Born in US (624) Born Abroad (473) 8.

org/bookstore 93 .the-dma.Language Preference Mail What language do you prefer for the advertising mail you receive? Percent of Mail Respondents Preferred Language for Advertising Mail Spanish English No preference Bilingual 2004 36% 39% 16% 9% 2006 36% 45% 15% 3% www.

8% 10.9% 14.the-dma.6% 39.Language Preference Mail What language do you prefer for the advertising mail you receive? AGE Preferred Language for Advertising Mail (n = 321) <25 (28) 25-34 (59) 35-44 (65) 45-54 (69) 55-64 (46) ≥65 (48) Spanish English Bilingual No preference 25.0% 57.8% 18.1% 54.4% www.4% 43.5% 20.5% 26.1% 7.6% 35.1% 10.8% 43.1% 2.0% 43.7% 35.3% 4.org/bookstore 94 .3% 15.1% 1.5% 39.2% 45.0% 6.

1% 58.1% 12.9% 2.5% 45.org/bookstore 95 .5% 61.8% 48.8% 5.3% 30.6% 11.7% www.Language Preference Mail What language do you prefer for the advertising mail you receive? INCOME Preferred Language for Advertising Mail (n = 321) <$15K (47) $15-25K (62) $25-35K (59) $35-50K (59) $50-75K (41) >$75K (13) Spanish English Bilingual No preference 70.4% 15.7% 19.7% 1.1% 18.9% 7.2% 14.4% 76.5% 7.5% 24.6% 11.4% 38.2% 17.the-dma.

7% 4.Language Preference Mail What language do you prefer for the advertising mail you receive? EDUCATION Preferred Language for Advertising Mail (n = 321) Some high school or less (71) High school degree (105) Trade or technical school (12) Some college (57) College degree (46) Some grad work or degree (7) Spanish English Bilingual No preference 64.5% 22.5% 63.0% 4.2% 63.3% 17.8% 19.2% 3.3% 50.3% 38.2% 11.3% www.8% 15.4% 85.7% 2.3% 16.7% 14.1% 45.9% 13.org/bookstore 96 .the-dma.7% 10.0% 33.

org/bookstore 97 .Language Preference Mail What do you do when you receive mail in English but you cannot read it? 40% 34% % of mail respondents 30% 20% 10% 0% Seek help to translate material Pass it along to others who might be interested 26% 17% 14% 5% Set it aside Discard immediately Other www.the-dma.

3% 28.5% 14.2% 20.0% 4.6% - 32.2% 6.6% 28.1% 12.0% www.0% 36.0% 21.3% 5.the-dma.1% 14.Language Preference Mail What do you do when you receive mail in English but you cannot read it? AGE Action Taken (n = 160) Seek help to translate material Pass it along to others Set it aside Discard immediately Other <25 (7) 25-34 (28) 35-44 (34) 45-54 (45) 55-64 (18) ≥65 (25) 28.7% 2.0% 24.0% 16.1% 14.3% 25.7% - 42.org/bookstore 98 .2% 22.4% 7.0% 26.1% 44.7% 33.6% 22.7% 23.6% 14.2% 11.

7% 8.0% 13.7% 27.5% 2.Language Preference Mail What do you do when you receive mail in English but you cannot read it? INCOME Action Taken (n = 160) Seek help to translate material Pass it along to others Set it aside Discard immediately Other <$15K (38) $15-25K (37) $25-35K (34) $35-50K (13) $50-75K (12) >$75K (2) 31.5% 23.4% - 27.0% 50.3% 50.7% 50.org/bookstore 99 .6% 15.1% 7.6% 14.0% - www.9% 20.0% 29.3% 8.7% 47.0% 16.the-dma.8% 38.8% 30.1% 5.6% 18.8% 31.7% 8.

2% 17.0% - www.0% 1.2% 20.3% 29.1% 11.8% 36.5% 62.2% 100.1% 21.0% 5.8% 14.1% 11.1% 22.4% 7.Language Preference Mail What do you do when you receive mail in English but you cannot read it? EDUCATION Action Taken (n = 160) Seek help to translate material Pass it along to others Set it aside Discard immediately Other Some high school or less (57) High school degree (58) Trade or technical School (8) Some college (14) College degree (9) Some grad.org/bookstore 100 .7% 19.2% 37.4% 11. work or degree (1) 35.6% 21.the-dma.4% - 44.1% 19.5% - 28.

1% 18.0% 13.0% 26.org/bookstore 101 .1% 4.1% 6.the-dma.2% 13.Language Preference Mail What do you do when you receive mail in English but you cannot read it? PLACE OF BIRTH Action Taken (n = 160) Seek help to translate material Pass it along to others Set it aside Discard immediately Other Born in US (29) Born Abroad (122) 31.2% 24.9% 36.1% www.8% 17.

7% 2.the-dma.7% 7.9% www.org/bookstore 102 .8% 11.0% 22.8% 37.3% 3 10.Language Preference Mail How much advertising mail do you receive in ….2% 2.2% 13.7% 70.? Language English Spanish Bilingual Other Almost All 1 73.3% 5.8% 1.2% 13..8% 0.2% 5.2% 4 2.3% 2 11.2% Almost None 5 2.7% 87.7% 11.

org/bookstore 103 13% 11% Bilingual .the-dma.Language Preference Catalog What language do you receive catalogs in? 80% 70% % of Catalog Buyers 76% 60% 50% 40% 30% 20% 10% 0% English Spanish www.

the-dma.Language Preference Catalog Do you feel that the number of catalogs you receive at home is…? Perception of Quantity Too few/ would like to receive more Just the right amount Too many English 6% 61% 33% Spanish 7% 71% 23% www.org/bookstore 104 .

Language Preference Online What language do you prefer for online browsing? Preferred Language for Online Browsing Only Spanish Mostly Spanish Only English Mostly English Both Percentage of Online Direct Buyers Who Prefer 3% 1% 50% 30% 15% www.org/bookstore 105 .the-dma.

9% 47.8% 16.7% 22.4% 2.7% 55.9% 11.7% 1.8% 4.4% 15.org/bookstore 106 .the-dma.0% 50.0% 20.4% 31.5% 35.2% 7.9% 36.8% 5.3% 20.Language Preference Online What language do you prefer for online browsing? AGE Preferred Language for Online Browsing (n = 259) <25 (53) 25-34 (63) 35-44 (68) 45-54 (43) 55-64 (19) ≥65 (10) Only Spanish Mostly Spanish Only English Mostly English Both 58.0% www.6% 44.8% 10.8% 47.1% 30.

3% 35.4% www.5% 57.7% 11.0% 2.3% 2.9% 55.3% 7.0% 43.6% 11.8% 38.org/bookstore 107 .1% 28.6% 14.Language Preference Online What language do you prefer for online browsing? EDUCATION Preferred Language for Online Browsing (n = 259) Some high school or less (14) High school degree (71) Trade or technical school (7) Some college (73) College degree (68) Some grad work or degree (14) Only Spanish Mostly Spanish Only English Mostly English Both 14.8% 2.3% 57.1% 57.9% 17.1% 7.1% 21.1% 7.1% 2.the-dma.6% 23.7% 49.4% 21.

org/bookstore 108 .the-dma.Language Preference Online What language do you prefer for online browsing? GENDER 70% 60% % of Online Buyers 54% 47% 34% 25% 18% 13% 3% 3% Only Spanish 1% 1% Mostly Spanish Only English Mostly English Both Male Female 50% 40% 30% 20% 10% 0% www.

Language Preference Online What Internet connection do you use at home.the-dma. by language of interviewer? Home Internet connection Dial-up Broadband (cable/DSL) Other/DK All respondents 22% 71% 7% English 19% 75% 6% Spanish 33% 54% 13% www.org/bookstore 109 .

org/bookstore 110 .Language Preference E-Mail What language do you prefer for e-mail communication? Language Only Spanish Mostly Spanish Only English Mostly English Both Percentage of E-mail Direct Buyers Who Prefer 3% 47% 40% 10% www.the-dma.

5 1.3 1.0 1.0 2.9 . ? AGE* Language of Telemarketing Calls (n =46) <25 (8) 25-34 (8) 35-44 (11) 45-54 (13) 55-64 (2) ≥65 (3) Spanish English 4.4 4.the-dma.5 3.3 * Mean Score www.5 7.Language Preference Telephone How many telemarketing calls do you receive in .org/bookstore 111 ..0 4.6 11..7 8.

..org/bookstore 112 .9 8.7 * Mean Score www. ? INCOME* Language of Telemarketing Calls (n =46) <$15K (6) $15-25K (7) $25-35K (14) $35-50K (6) $50-75K (4) >$75K (4) Spanish English 2.0 0 16.7 2.1 1.0 1.Language Preference Telephone How many telemarketing calls do you receive in .1 .2 8.the-dma.6 4.5 1.5 12.

.7 2. ? EDUCATION* Language of Telemarketing Calls (n = 46) Some high school or less (6) High school degree (17) Trade or technical School (3) Some college (8) College degree (6) Some grad work or degree (3) Spanish English 4.8 8..0 .2 3.the-dma.0 1.org/bookstore 113 .9 .7 17.8 7.0 * Mean Score www.8 1.Language Preference Telephone How many telemarketing calls do you receive in .0 10.5 1.

org/bookstore 114 .Language Preference Television What language did you respond in to television commercials or infomercials? English 77% Spanish Spanish 23% English www.the-dma.

5% 18.8% 10.org/bookstore 115 .3% 18.Language Preference Television What language did you respond in to television commercials or infomercials ? AGE Choice of Language for Response (n = 149) <25 (18) 25-34 (31) 35-44 (30) 45-54 (33) 55-64 (19) ≥65 (16) Spanish English 22.5% 89.5% 26.2% 35.5% 64.2% 81.7% 73.8% 81.2% 72.3% www.the-dma.

0% www.0% 35.7% 64.org/bookstore 116 .3% 19.2% 80.3% 100.Language Preference Television What language did you respond in to television commercials or infomercials ? INCOME Choice of Language for Response (n = 149) <$15K (20) $15-25K (28) $25-35K (26) $35-50K (28) $50-75K (22) >$75K (10) Spanish English 45.7% 77.the-dma.0% 55.8% 14.7% 22.3% 85.

Language Preference Television What language do you prefer when watching television? Preferred Language for Watching Television Only Spanish Mostly Spanish Only English Mostly English Both Percentage of Television Direct Buyers Who Prefer 4% 15% 19% 38% 25% www.the-dma.org/bookstore 117 .

5% 21.9% 3.5% 12.2% 48.5% 21.9% 38.0% 18.1% 21.0% 33.8% 6.8% www.0% 22.5% 50.3% 12.3% 3.4% 15.3% 26.1% 29.3% 10.org/bookstore 118 .Language Preference Television What language do you prefer when watching television? AGE Preferred Language for Watching Television (n = 149) <25 (18) 25-34 (31) 35-44 (30) 45-54 (33) 55-64 (19) ≥65 (16) Only Spanish Mostly Spanish Only English Mostly English Both 16.7% 5.the-dma.2% 5.7% 13.1% 47.0% 16.0% 6.6% 38.7% 20.2% 29.6% 6.

1% 28.0% 7.9% 3.3% 32.1% 17.6% 7.6% 39.4% 9.4% 11.8% 30.1% 28.0% 10.7% 36.8% 3.Language Preference Television What language do you prefer when watching television? INCOME Preferred Language for Watching Television (n = 149) <$15K (20) $15-25K (28) $25-35K (26) $35-50K (28) $50-75K (22) >$75K (10) Only Spanish Mostly Spanish Only English Mostly English Both 5.5% 30.0% www.1% 22.4% 31.5% 38.0% 25.the-dma.0% 60.8% 15.org/bookstore 119 .3% 21.6% 14.0% 15.0% 25.0% 30.

2% 44.0% 35.7% 32.7% 20.1% 25.org/bookstore 120 .3% 33.1% 42.6% 40.2% 9.6% www.0% 5.7% 32.7% 26.1% 7.6% 28.Language Preference Television What language do you prefer when watching television? EDUCATION Preferred Language for Watching Television (n =149) Some high school or less (15) High school degree (52) Trade or technical school (9) Some college (31) College degree (28) Some grad work or degree (7) Only Spanish Mostly Spanish Only English Mostly English Both 13.4% 25.3% 41.9% 16.8% 19.the-dma.3% 6.2% 9.0% 11.1% 22.9% 28.4% 22.

www.Summary: Response to Mail Marketing •The majority of Hispanics (70%) receive six or more pieces of advertising mail per week. •Hispanic mail buyers with higher income ( > $50. a considerable increase from 12% in 2004.the-dma. •Older mail buyers (>65) receive an average of 22 pieces of mail per week.org/bookstore 121 . •28% of Hispanics receive 15 or more pieces of mail per week.000) receive the highest number of direct mail pieces.

and 36% in 2004 vs.Summary: Response to Mail Marketing •Close to half of all respondents (49% in 2004 vs. Hispanics are more tolerant towards received advertising mail. 38% of the total US population said they received just the right amount or wouldn’t mind receiving more. www.org/bookstore 122 . Some 49% of Hispanics vs. with 15% in 2004 vs. 9% in 2006 indicating they received too little or would like more. 42% in 2006) said they received just the right amount of advertising mail in their homes. 49% in 2006 stating they received too much. •Compared to the total US population.the-dma.

• When asked what types of mail advertisements they receive. there are three distinct levels of perceptions regarding the usefulness of direct mail: 39% in 2004 vs.org/bookstore 123 . 27% in 2006 view it as not useful/not useful at all.the-dma. 77% of respondents said they received credit card offers in 2006 vs. 37% in 2004 vs. 37% in 2006 find it very/somewhat useful. 49% in 2004. 34% in 2006 are neutral in their perception.Summary: Response to Mail Marketing • Overall. and 25% in 2004 vs. www.

12% in 2006 usually discard direct mail without looking at it.Summary: Response to Mail Marketing •Overall. 39% of Hispanic consumers in 2004 vs. A quarter (25% in 2004 vs.the-dma. 35% in 2006 said they glance at or skim the direct mail they receive. •Compared to the total US population.org/bookstore 124 . www. more Hispanics (35%) glance or skim through direct mail vs. 23% in 2006) review every page or section. only 15% of the total US population who usually read it. Only 4% in 2004 vs.

received in an average week 50% 40% % of Mail Buyers 30% 20% 10% 2% 1% 15% 7% 27% 18% 32% 29% 28% 2004 2006 14% 10% 12% 0% None '1-2 '3-5 '6-10 '10-15 15 and more www. not including catalogs.Response to Mail Marketing Number of advertising mail pieces.org/bookstore 125 .the-dma.

received in an average week AGE Average Number of Pieces of Ad Mail 30 25 21.50 10 5 0 <25 25-34 35-44 45-54 55-64 >65 www.org/bookstore 126 .the-dma.04 15.70 20 15 11.66 10. not including catalogs.Response to Mail Marketing Number of advertising mail pieces.19 15.34 14.

35 12.00 26.20 30.Response to Mail Marketing Number of advertising mail pieces.17 www.35 15. received in an average week INCOME Average Number of Pieces of Ad Mail 35 30 25 20 15 10 5 0 <$15K $15-25K $25-35K $35-50K $50-75K $75100K $100150K >$150K 10.48 13.the-dma.org/bookstore 127 .75 21. not including catalogs.04 14.

.Response to Mail Marketing Do you feel that the number of advertising pieces..the-dma. you receive at home is. ? 60% 50% % of Mail Buyers 49% 42% 36% 49% 40% 30% 20% 10% 0% Too few/would like to receive more Just the right amount 15% 9% 2004 2006 Too many www.org/bookstore 128 . not including catalogs.

Response to Mail Marketing Do you feel that the number of advertising pieces. ? Perception of Quantity of Ad Mail Too few/ would like to receive more Just the right amount Too many Hispanic 15% 49% 36% Total US* 3% 38% 56% *Source: USPS Household Diary Study of Mail Use and Attitudes 2005 www.. not including catalogs. you receive at home is.the-dma..org/bookstore 129 .

2% 38. you receive at home is.6% www.Response to Mail Marketing Do you feel that the number of advertising pieces. ? AGE Perception of Quantity of Ad Mail (n = 321) <25 (28) 25-34 (59) 35-44 (65) 45-54 (69) 55-64 (46) ≥65 (48) Too few/ would like to receive more Just the right amount Too many 10.8% 9.3% 8.5% 8.2% 44.1% 64.the-dma.7% 47.org/bookstore 130 .3% 27.4% 35.5% 6.5% 52..8% 43.7% 47. not including catalogs.1% 45.7% 46.7% 10.8% 43..

? INCOME Perception of Quantity of Ad Mail (n = 321) <$15K (47) $15-25K (62) $25-35K (59) $35-50K (52) $50-75K (41) >$75K (13) Too few/ would like to receive more Just the right amount Too many 14.9% 40.2% 48.4% 65.1% 47..8% 46. you receive at home is.8% 24.Response to Mail Marketing Do you feel that the number of advertising pieces.2% 50.0% 46.4% 40.8% 8.5% 5.9% 8% 31% 62% www.1% 9.the-dma.org/bookstore 131 . not including catalogs..4% 3.5% 44.

Response to Mail Marketing Do you feel that the number of advertising pieces. you receive at home is. not including catalogs.the-dma. ? GENDER 100% 90% % of Mail Buyers Male (108) Female (213) 80% 70% 60% 50% 40% 30% 20% 10% 0% 8% 45% 35% 56% 45% 9% Too few/would like Just the right to receive more amount www.org/bookstore 132 Too many ...

3% 28.5% 25.9% 6. you receive at home is.6% 57.1% 57.0% 25.Response to Mail Marketing Do you feel that the number of advertising pieces.0% 50.5% 35.5% 32. ? EDUCATION Perception of Quantity of Ad Mail (n = 321) Some high school or less (71) High school degree (105) Trade or technical school (12) Some college (57) College degree (46) Some grad work or degree (7) Too few/ would like to receive more Just the right amount Too many 12..2% 8.0% 50.1% www.1% 35.6% 60.0% 3.9% 14.6% 40. not including catalogs.7% 52.the-dma.org/bookstore 133 ..

50% % of Mail Buyers 40% 30% 20% 10% 0% Very useful 2 3 4 Not useful at all 28% 19% 11% 18% 11% 14% 14% 13% 37% 34% 2004 2006 www.org/bookstore 134 .Response to Mail Marketing Please rank how you feel about direct mail offers on a scale of 1 to 5. where 1=very useful and 5=not useful at all.the-dma.

AGE Perception of Direct Mail’s Usefulness (n = 321) 1 – Very useful 2 3 4 5 – Not useful at all <25 (28) 25-34 (59) 35-44 (65) 45-54 (69) 55-64 (46) ≥65 (48) 21.9% 10.4% 32.7% 44.5% 14.8% www.5% 27.9% 18.7% 10.3% 15.1% 17.3% 35.org/bookstore 135 .Response to Mail Marketing Please rank how you feel about direct mail offers on a scale of 1 to 5. where 1 = very useful and 5 = not useful at all.7% 22.7% 12.8% 18.4% 9.2% 13.2% 15.0% 14.1% 43.9% 17.the-dma.1% 17.1% 10.4% 21.9% 28.6% 16.5% 10.2% 8.4% 23.7% 13.6% 23.

2% 38. where 1 = very useful and 5 = not useful at all.5% 6.4% 25.8% 31.6% 26.5% 17.2% 11.9% 10.the-dma.8% 30.7% 14.6% 36.5% 17.8% 46.3% 10.1% 9.9% 14.3% 12.org/bookstore 136 .4% 19.Response to Mail Marketing Please rank how you feel about direct mail offers on a scale of 1 to 5.2% 8.2% 23.4% 15. INCOME Perception of Direct Mail’s Usefulness (n = 321) <$15K (47) $15-25K (62) $25-35K (59) $35-50K (52) $50-75K (41) >$75K (13) 1 – Very useful 2 3 4 5 – Not useful at all 31.5% 23.4% 32.7% 25.3% 13.5% 19.1% www.4% 19.

the-dma.Very useful 2 3 www.Not useful at all . 50% 40% % of Mail Buyers GENDER Male (108) Female (213) 33% 34% 30% 22% 20% 10% 0% 19% 15% 17% 16% 13% 15% 13% 1 . where 1 = very useful and 5 = not useful at all.Response to Mail Marketing Please rank how you feel about direct mail offers on a scale of 1 to 5.org/bookstore 137 4 5 .

7% 16.0% 34.3% 14.3% 21.5% 10.0% 20.5% 36. where 1 = very useful and 5 = not useful at all.7% 26.6% 11.3% 14.5% 33.3% 10.1% - www.Response to Mail Marketing Please rank how you feel about direct mail offers on a scale of 1 to 5.3% 8.3% 8.9% 15.org/bookstore 138 .the-dma. EDUCATION Perception of Direct Mail’s Usefulness (n = 315) Some high school or less (71) High school degree (105) Trade or technical school (12) Some college (57) College degree (33) Some grad work or degree (7) 1 – Very useful 2 3 4 5 – Not at all useful 23.1% 19.3% 16.5% 19.9% 26.7% 17.1% 10.3% 33.5% 12.

the-dma.Response to Mail Marketing % of Mail Direct Buyers Types of Advertising Mail Typically Received Credit card offers Coupons for shopping Banking services Insurance offers 2004 (n=229) 2006 (n=321) 49% 31% 8% 18% 77% 62% 49% 46% www.org/bookstore 139 .

the-dma.org/bookstore 140 .Response to Mail Marketing % of Mail Direct Buyers Types of Advertising Mail Typically Received Mortgage offers Health and beauty aids Gifts offers Electronics 2004 (n=229) 2006 (n=321) 10% 17% 9% 21% 43% 32% 26% 25% www.

the-dma.Response to Mail Marketing Which of the following best describes how you typically review advertising mail? % of Mail Direct Buyers Viewing Habits 2004 (n=229) 2006 (n=321) Glance or skim through Review every page/section Review selected pages Depends on specific type of mail Usually discard without looking at it Pass it along to others 39% 25% 15% 14% 4% 3% 35% 23% 20% 9% 12% 1% www.org/bookstore 141 .

S. Glance or skim through *Usually Read Review every page/section *Read Some Review selected pages 35% 15% 23% 31% 20% *Source: USPS Household Diary Study of Mail Use and Attitudes 2005 www.org/bookstore 142 .Response to Mail Marketing Which of the following best describes how you typically review advertising mail? % of Mail Direct Buyers Viewing Habits Hispanics Total U.the-dma.

org/bookstore 143 .S. Depends on specific type of mail *Usually Scan Usually discard without looking at it *Usually Don’t Read Pass it along to others 9% 36% 12% 16% 1% *Source: USPS Household Diary Study of Mail Use and Attitudes 2005 www.the-dma.Response to Mail Marketing Which of the following best describes how you typically review advertising mail? % of Mail Direct Buyers Viewing Habits Hispanics Total U.

0% 16.5% 12.5% - www.7% 18.5% 23.6% 1.the-dma.1% 8.7% 31.7% 7.7% 11.6% 37.0% 8.9% 7.9% 22.8% 25.5% 7.6% 13.1% 41.1% 11.9% 1.5% 21.Response to Mail Marketing Which of the following best describes how you typically review advertising mail? AGE Viewing Habits (n=321) <25 (28) 25-34 (59) 35-44 (65) 45-54 (69) 55-64 (46) ≥65 (48) Glance or skim through Review every page/section Review selected pages Depends on specific type of mail Usually discard without looking at it Pass it along to others 53.9% 24.3% 18.org/bookstore 144 .3% 6.5% 4.7% 7.6% 27.1% 26.1% 23.6% 19.3% 43.6% 14.

2% - 53.the-dma.0% 23.2% 33.9% 10.4% 38.7% 16.1% 22.5% - 24.1% 12.7% 15.5% 7.2% 19.org/bookstore 145 .5% 2.8% - 36.0% 8.Response to Mail Marketing Which of the following best describes how you typically review advertising mail? INCOME Viewing Habits (n = 321) Glance or skim through Review every page/section Review selected pages Depends on specific type of mail Usually discard without looking at it Pass it along to others <$15K (47) $15-25K (62) $25-35K (59) $35-50K (52) $50-75K (41) >$75K (13) 27.4% 7.9% - 27.5% - www.3% 15.2% 25.5% 4.7% 36.9% 38.8% 17.1% 8.2% 14.9% 21.6% 12.6% 12.7% 5.

1% 0.3% 16.3% - 41.4% 9.5% 3.7% 20.4% 17.4% 25.2% 57.the-dma.6% 22.5% 13.3% 2.7% 16.3% 28.1% 14.3% 13.3% 28.7% 8.6% 31.7% 16.Response to Mail Marketing Which of the following best describes how you typically review advertising mail? EDUCATION Viewing Habits (n=315) Glance or skim through Review every page/section Review selected pages Depends on specific type of mail Usually discard without looking at it Pass it along to others Some high school or less (71) High school degree (105) Trade or technical school (12) Some college (57) College degree (46) Some grad work or degree (7) 35.9% 19.org/bookstore 146 .7% - 54.0% 9.5% 12.3% - 41.5% 12.3% 12.9% 4.6% - www.0% 10.

5% 24.0% 13.1% 15.1% 9.Response to Mail Marketing Which of the following best describes how you typically review advertising mail? PLACE OF BIRTH Viewing Habits (n=321) Born in US (169) Born Abroad (143) Glance or skim through Review every page/section Review selected pages Depends on specific type of mail Usually discard without looking at it Pass it along to others 44.6% 10.5% 9.org/bookstore 147 .4% 0.6% 25.2% 31.4% 16.the-dma.1% 0.7% www.

Response to Mail Marketing Amount Spent on Direct Purchases from Mail Offers 50% 40% % of Mail Buyers 40% 38% 30% 20% 13% 21% 15% 19% 16% 8% 10% 10% 2% 2004 2006 10% 0% 8% None $2-$50 $51-$100 $101-$200 $201-$500 $500 and more www.the-dma.org/bookstore 148 .

the-dma.org/bookstore 149 .Response to Mail Marketing Products/Services most likely to buy from direct mail advertisement. not including catalogs 60% 50% % of Mail Buyers 40% 30% 20% 10% 0% 34% 17% 11% 10% 10% 10% Clothing/Apparel Food Health/Beauty Home Décor/ Furnishing Books CDs/Video www.

•Compared to the total US population. www.Summary: Response to Catalog Marketing •30% of catalog respondents receive only one catalog a week and 20% receive two. none) from catalogs. •65% of catalog respondents said that they receive just the right number. Hispanics buy more clothing/apparel (53% vs. 32%) and health/beauty products (21% vs.org/bookstore 150 .the-dma.

the-dma.org/bookstore 151 .Response to Catalog Marketing Number of catalogs received in an average week 50% % of Catalog Buyers 40% 30% 20% 10% 4% 30% 20% 17% 16% 9% 4% 0% None 1 2 3 4-5 6-10 12 and more www.

50 4.91 Average Number of Catalogs 3.08 5.89 3.40 3.the-dma.40 www.org/bookstore 152 .36 3.Response to Catalog Marketing Number of catalogs received in an average week INCOME 10 9 8 7 6 5 4 3 2 1 0 <$15K $15-25K $25-35K $35-50K $50-75K $75100K $100150K >$150K 7.06 3.

74 3.the-dma.03 2.19 3.80 4.10 4.org/bookstore 153 .Response to Catalog Marketing Number of catalogs received in an average week AGE 6 Average Number of Catalogs 5 4 3 2 1 0 <25 25-34 35-44 45-54 55-64 >65 2.71 www.

..org/bookstore 154 . ? 70% 60% % of Catalog Buyers 65% 50% 40% 30% 20% 10% 0% Too few/ would like to receive more Just the right amount Too many 6% 29% www.Response to Catalog Marketing Do you feel that the number of catalogs you receive at home is.the-dma.

5% www.4% 57.1% 40.3% 8..2% 72.9% 2.6% 36.the-dma.6% 67. ? AGE Perception of Quantity of Catalogs (n = 369) <25 (59) 25-34 (69) 35-44 (81) 45-54 (66) 55-64 (49) ≥65 (42) Too few/ would like to receive more Just the right amount Too many 13.Response to Catalog Marketing Do you feel that the number of catalogs you receive at home is.8% 16..6% 19.1% 44.5% 20.0% 53.9% 7.8% 63.org/bookstore 155 .6% 71.4% 2.

1% 71.1% 69..3% www.2% 24.9% 33. ? INCOME Perception of Quantity of Catalogs (n = 369) Too few/ would like to receive more Just the right amount Too many <$15K (42) $15-25K (73) $25-35K (73) $35-50K (68) $50-75K (45) >$75K (26) 7.Response to Catalog Marketing Do you feel that the number of catalogs you receive at home is.4% 33.org/bookstore 156 .8% 2.8% 8.7% 42.9% 21.2% 64.the-dma.0% 23.3% — 57.3% 55.2% 69.9% 4.7% 10..

org/bookstore 157 .Response to Catalog Marketing Do you feel that the number of catalogs you receive at home is.the-dma... ? 100% 90% % of Catalog Buyers GENDER Male (96) Female (273) 62% 66% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6% 6% 31% 28% Too few/ would like to receive more Just the right amount Too many www.

2% 29..5% www.9% 69.5% 67..5% 26.0% 4.6% 37.3% 58.1% 7.1% 78.4% 6.5% 54.3% 6. ? EDUCATION Perception of Quantity of Catalogs (n = 364) Too few/ would like to receive more Just the right amount Too many Some high school or less (68) High school degree (116) Trade or technical school (14) Some college (77) College degree (70) Some grad work or degree (11) 5.1% — 45.0% 24.9% 63.the-dma.org/bookstore 158 .6% 14.Response to Catalog Marketing Do you feel that the number of catalogs you receive at home is.

the-dma.Response to Catalog Marketing Products/Services most likely to buy from a catalog 60% 53% Hispanic US Population 50% 40% 32% 30% 21% % of Catalog Buyers 20% 10% 0% 0% Clothing/Apparel Health/Beauty 18% 12% 19% 18% 8% 0% Home Décor/ Furnishing CDs/Video/Books Jewelry www.org/bookstore 159 .

the-dma.Response to Catalog Marketing Amount spent on catalog purchases 50% 40% 30% 20% 11% 10% 0% None $2-$50 $51-$100 $101-$200 $201-$500 $500 and more % of Catalog Buyers 26% 20% 20% 20% 4% www.org/bookstore 160 .

org/bookstore 161 . www. 37% (2006) vs. •67% came across Web sites that they purchased from through search engines. 25% (2004) have online access both at their homes and at the office. •Clothing/Apparel/Shoes and CDs/Videos/Music were the most often cited categories for products purchased online (29% each in 2004 and 36% and 30% respectively in 2006).the-dma.Summary: Response to Online Marketing •Interestingly. •72% of online buyers have broadband connection at home.

org/bookstore 162 .the-dma.Response to Online Marketing How do you typically access the Internet? 70% 62% 60% % of Online Buyers 54% 2004 2006 50% 40% 30% 20% 10% 0% At home At work Both Other 10% 7% 3% 2% 25% 37% www.

5% ≥65 (10) 70.3% 36.3% (19) 47.6% (68) 55.8% 10.0% 10.3% 30.0% 1.2% 2.9% 38.9% 5.org/bookstore 163 .4% 7.0% - www.9% 25-34 35-44 45-54 55-64 (63) 44.2% (43) 58.Response to Online Marketing How do you typically access the Internet? AGE Where the Internet Is Accessed (n = 259) At home At work Both Other <25 (53) 62.7% 30.3% 5.0% 10.1% 9.4% 5.the-dma.9% 46.2% 1.

1% 54.2% 41.3% 44.0% 3.3% 35.8% 9.org/bookstore 164 .3% 25.7% 8.5% 1.3% 25.2% 6.the-dma.2% - 48.8% 38.5% 2.1% 45.Response to Online Marketing How do you typically access the Internet? INCOME Where the Internet Is Accessed (n = 259) <$15K (12) $15-25K (32) $25-35K (48) $35-50K (55) $50-75K (43) >$75K (39) At home At work Both Other 66.7% 12.5% - www.6% 6.8% 53.4% 4.0% - 65.

7% www.9% 0.4% 7.4% 34.6% 56.the-dma.4% 39.Response to Online Marketing How do you typically access the Internet? GENDER Where the Internet Is Accessed (n = 259) Male (110) Female (149) At home At work Both Other 50.org/bookstore 165 .1% 3.9% 6.

Response to Online Marketing Number of hours spent online in a typical week 50% 42% % of Online Buyers 40% 30% 20% 10% 3% 1% 1 2 '3-5 '6-10 10 and more 7% 26% 15% 10% 11% 27% 22% 12% 25% 2004 2006 0% None www.the-dma.org/bookstore 166 .

Response to Online Marketing What Internet connection do you use at home? 60% % of Online Buyers 50% 40% 30% 22% 23% 49% 20% 10% 1% 0% Dial up using the phone line Cable Broadband DSL (highspeed internet access) Other www.org/bookstore 167 .the-dma.

Response to Online Marketing What Internet connection do you use at home? AGE Type of Internet Connection Used (n =259) Dial-up using the phone line Cable broadband DSL (high-speed internet access) Other <25 (49) 24.org/bookstore 168 .8% 23.7% 2.5% 20.4% 53.9% 28.5% ≥65 (8) 25.the-dma.6% (64) 21.6% 19.7% 44.5% 50.5% - www.1% - 25-34 35-44 45-54 55-64 (57) 24.5% 37.0% 37.6% (16) 18.0% 12.8% 12.8% (38) 15.3% 52.1% 43.

8% www.9% 23.0% 45.Response to Online Marketing What Internet connection do you use at home? INCOME Type of Internet Connection Used (n =259) Dial-up using the phone line Cable broadband DSL (high-speed internet access) <$15K (11) $15-25K (29) $25-35K (43) $35-50K (48) $50-75K (42) >$75K (34) 9.the-dma.3% 18.8% 16.6% 51.6% 61.8% 17.2% 27.6% 34.1% 37.org/bookstore 169 .2% 11.3% 63.5% 24.1% 43.1% 27.7% 31.1% 27.

Response to Online Marketing How did you come across Web sites that you made a purchase from? 80% 70% % of Online Buyers 67% 60% 50% 40% 30% 20% 10% 0% Search engine Direct mail ad Catalog TV commercial Other 5% 13% 9% 5% www.the-dma.org/bookstore 170 .

Response to Online Marketing Number of purchases from a Web site offer in the last 12 months 50% 40% 30% 21% 23% 15% % of Online Buyers 20% 10% 0% 2004 2006 16%16% 16% 16% 10% 14% 9% 6% 11%10% 15% 1 2 3 4 5 '6-10 10 and more www.the-dma.org/bookstore 171 .

org/bookstore 172 .the-dma.Response to Online Marketing Amount spent on online purchases 50% 40% 30% 20% 10% 3% 2% $1-$10 $11-$50 $51-$200 $201$500 20% 15% 11% 12% 5% 16% 26% 26% 37% % of Online Buyers 24% 2004 2006 0% None $500 and more www.

org/bookstore 173 H ea lth an d Be au C D ty Ite m s es .the-dma.Response to Online Marketing Products/Services most likely to buy from web sites 50% % of Online Buyers 40% 30% 20% 10% 0% lo th in g/ Ap pa re l/S ho 29% 36% 29% 30% 27% 21% 15% 16% 10% 27% 2004 2006 El ec tro ni cs s/ Vi de o Bo ok s C www.

org/bookstore 174 .Response to Online Marketing Products/Services most likely to buy from web sites 60% 50% % of Online Buyers 45% 36% 24% 21% 27% 19% 10% Hispanic Market US Market 40% 30% 20% 10% 0% Clothing/Apparel CDs/Video/Books Electronics Health/Beauty* * Was not asked in US Survey www.the-dma.

Response to E-mail Marketing Have you made a purchase from an e-mail offer in the last 12 months? Yes No 85% No Yes No Yes 68% Yes 15% No 32% 2004 www.org/bookstore 175 2006 .the-dma.

org/bookstore 176 .Response to E-Mail Marketing Number of purchases from an e-mail offer in the last 12 months % of Respondents with E-Mail Access 60% 50% 40% 30% 20% 13% 13% 30% 30% 35% 30% 50% 2004 2006 15% 15% 11% 10% 0% 1 2 3 4-5 6 and more www.the-dma.

www.6 purchases in response to telephone marketing in the past year. buyers said they had made an average of 2. • The same percentage of buyers who receive 3-5 telemarketing calls a week and of buyers who receive more than 12 calls respond to telephone marketing – 27%.5.Summary: Response to Telephone Marketing • In 2004.the-dma. this figure was 2. In 2006.org/bookstore 177 .

the-dma.org/bookstore 178 .Response to Telephone Marketing How many telemarketing calls do your receive per week? 50% % of Telephone Respondents 40% 30% 20% 10% 0% None 1-2 3-5 6-10 12 and more 20% 27% 20% 27% 5% www.

the-dma.Response to Telephone Marketing Number of purchases from an offer you received by telephone in the last 12 months 50% % of Telephone Respondents 45% 40% 30% 36% 21% 20% 10% 0% 1 19% 2004 2006 18% 17% 14% 9% 5% 0% 2 3 www.org/bookstore 179 4-5 6-12 .

Response to Telephone Marketing Products/Services most likely to buy by Telephone % of Telephone Direct Buyers Items Most Likely to Purchase by Telephone Electronics CDs/Videos/Music Books Gift Items/Novelties Health/Beauty Items 2004 23% 23% 14% None None 2006 9% 13% 15% 13% 9% www.the-dma.org/bookstore 180 .

the-dma.Summary: Response to Television Marketing • In 2004. www. Another 25% in 2006 said they had only made two purchases in the last 12 months. • In 2006. 38% in 2006. 42% of television buyers from home reported only a single purchase in response to a television ad or infomercial vs. one-third of respondents who made purchases from TV offers said they had made a purchase from a home shopping channels.org/bookstore 181 .

the-dma.org/bookstore 182 .Response to Television Marketing How did you make purchases from TV offers? Television Commercials 67% Home Shopping Channels 33% Home Shopping Channels Television Commercials www.

org/bookstore 183 .Response to Television Marketing Number of purchases from an offer you saw on television in the last 12 months 50% 42% % of Television Buyers 40% 30% 20% 38% 30% 24% 25% 22% 12% 2004 2006 10% 0% 1 2 3-5 7% 6-50 www.the-dma.

org/bookstore 184 .19 4.22 2.17 2.Response to Television Marketing Number of purchases made from an offer seen on television in the past 12 months AGE 10 Average Number of Purchases 9 8 7 6 5 4 3 2 1 0 <25 25-34 35-44 45-54 55-64 >65 2.94 3.39 2.the-dma.89 www.

55 $15-25K $25-35K $35-50K $50-75K $75100K $100150K >$150K www.11 3.org/bookstore 185 .58 2.60 5.Response to Television Marketing Number of purchases made from an offer seen on television in the past 12 months INCOME 7 Average Number of Purchases 6 5 4 3 2.the-dma.41 4.89 2.33 2 1 0 <$15K 1.20 2.

the-dma.org/bookstore 186 .Response to Television Marketing Amount spent on television purchases in the last 12 months 50% 40% 31% % of Television Buyers 30% 21% 23% 26% 20% 13% 19% 11% 17% 20% 13% 2004 2006 10% 0% None $1-$50 $51-$100 $101-$200 $201-$500 www.

org/bookstore 187 .the-dma.Response to Television Marketing Products/Services most likely to buy from a Television Offer % of TV Direct Buyers Products/Services Most Likely to Buy from a TV Ad Health and Beauty Aids CDs/Videos/Music Clothes/Apparel Home Décor/Furnishing Fitness/Workout 2004 29% 22% 20% N/A* 11% 2006 16% 12% 14% 13% 10% * Was not asked in 2004 www.

In 2006. Credit card ownership has increased among Hispanic consumers and so has the usage of credit cards as a payment method when shopping from home (53% in 2004 vs. 51% of Hispanic buyers had more than one major credit card – up from 41% in 2004.org/bookstore 188 . Hispanic buyers place more orders by phone (49% vs.Summary: Direct Ordering Trends • • • • In 2004. 64% of Hispanic direct buyers had at least one major credit card. 63% in 2006). www. Compared to all buyers. 33%).the-dma. this figure was 75%. In 2006.

the-dma.Direct Ordering Trends Which ordering methods do you use when shopping from home? 60% 50% % of Buyers 40% 30% 20% 12% 47% 49% 39% 34% 32% 2004 2006 10% 0% 800 Telephone Internet or email Mail 1% 0% Fax * Multiple responses given by some respondents in 2004.org/bookstore 189 . www.

Direct Ordering Trends Which ordering methods do you use when shopping from home? Mode of Buying from Home 800 Telephone Internet or e-mail Mail Fax *The DMA 2005 Response Rate Report Hispanic Buyers 49% 39% 12% 0% All Buyers* 33% 30% 25% 3% www.the-dma.org/bookstore 190 .

Direct Ordering Trends How many major credit cards do you have? % of Direct Buyers Number of Credit Cards (n=788) 2004 36% 23% 18% 19% 4% 2006 18% 24% 28% 18% 5% None 1 2 3-5 5 and more www.the-dma.org/bookstore 191 .

5% 21.8% 34.5% (92) 24.8% 19.5% 27.2% 35.1% 13.Direct Ordering Trends How many major credit cards do you have? AGE Number of Credit Cards (n=788) <25 (112) 30.1% 18.7% 33.0% None 1 2 3–5 www.6% 17.2% 17.7% 24.4% ≥65 (81) 28.7% 25-34 35-44 45-54 55-64 (139) 13.0% (154) 9.2% 20.0% 19.8% 32.3% 17.1% 25.9% 17.org/bookstore 192 .the-dma.1% (138) 14.6% 25.

5% 12.0% 6.4% 23.9% 3.8% 4.6% 28.5% 13.3% 11.9% 31.2% 34.the-dma.org/bookstore 193 .1% 3.8% 22.9% www.3% 24.4% 3.7% 30.Direct Ordering Trends How many major credit cards do you have? INCOME Number of Credit Cards (n =788) <$15K (106) $15-25K (155) $25-35K (154) $35-50K (149) $50-75K (90) >$75K (58) None 1 2 3-5 More than 5 45.2% 5.2% 10.2% 25.9% 15.0% 6.0% 26.5% 6.6% 24.5% 19.7% 20.4% 26.0% 37.5% 18.0% 34.

the-dma.org/bookstore 194 .Direct Ordering Trends Which payment methods do you use when you shop from home? 70% 60% % of Direct Buyers 50% 40% 30% 20% 10% 0% Credit card Money order Check Other 20% 11% 18% 19% 4% 7% 53% 63% 2004 2006 www.

2% 27.6% 44.8% 24.org/bookstore 195 .5% 15.2% 8.3% 14.Direct Ordering Trends Which payment methods do you use when you shop from home? INCOME Direct Buying Payment Method (n=788) <$15K (116) $15-25K (178) $25-35K (174) $35-50K (164) $50-75K (101) >$75K (59) Credit card Check Money order Other 25.0% 27.4% www.8% 2.1% 69.6% 17.9% 66.9% 17.5% 6.9% 91.4% 11.0% 7.5% 10.2% 58.the-dma.8% 3.3% 19.6% 15.5% 9.

the-dma.Direct Ordering Trends Which payment methods do you use when you shop from home? Interview Language Distance Buying Payment Credit card 2004 English 2006 English 2004 Spanish 2006 Spanish 74% 73% 45% 47% Money order 16% 8% 26% 15% Check 16% 16% 30% 24% www.org/bookstore 196 .

the-dma. When analyzing by media this reason is most frequently cited in reference to online purchases (63%).Summary: Reasons for Shopping Direct • Almost half of all Hispanics cite “convenience of shopping from home” as a reason for making direct purchases. 25% in 2006 vs. 27% in 2004 view “discounted and reduced prices” as an incentive to shop from home or office. • • “Time saved” was the third top ranked reason in 2004 — noted by 25%. www.org/bookstore 197 . followed by television (56%) and catalog (54%). which in 2006 increased to 35%.

Trends in Hispanic Direct Buying (Buyers) Why do you respond to offers you receive to shop from your home or office? % of Direct Buyers Reasons for Shopping from home Convenience of shopping from home Discounted and reduced prices Time saved Availability of new/unusual/unique items Better description of items Ability to locate higher quality/better items/deals Incentives/free samples More knowledgeable/helpful customer service offered Shipping and handling discounts Ease of returns/free postage 2004 (n=429) 42% 27% 25% 17% 9% 8% 3% 3% 2% 2% 2006 (n=788) 48% 25% 35% 26% 3% 5% 4% 1% 2% <1% www.the-dma.org/bookstore 198 .

org/bookstore 199 . No other reason was mentioned by more than 7% of respondents.Trends in Hispanic Direct Buying (Buyers) Interview Language Reasons for Shopping from home * Year Convenience of shopping from home Discounted and reduced prices Time saved Availability of new/unusual/unique items % of English Speakers 2004 45% 12% 11% 2006 62% 21% 40% % of Spanish Speakers 2004 25% 23% 15% 2006 40% 37% 34% 8% 32% 14% 24% *There were multiple responses given by some respondents. www.the-dma.

the-dma.Trends in Hispanic Direct Buying (Buyers) Why do you respond to offers you receive to shop from your home or office? MAIL OFFERS % of Mail Buyers % of Catalog Buyers 2006 (n=369) 54% 20% 36% 33% 3% 6% 3% 1% 3% <1% Reasons for Shopping from home 2004 Including Catalogs (n=229) 44% 28% 28% 17% 8% 6% 4% 3% 2% 1% 2006 (n=321) 39% 38% 36% 19% 3% 3% 7% <1% 2% None Convenience of shopping from home Discounted and reduced prices Time saved Availability of new/unusual/unique items Better description of items Ability to locate higher quality/better items/deals Incentives/free samples More knowledgeable/helpful customer service offered Shipping and handling discounts Ease of returns/free postage www.org/bookstore 200 .

org/bookstore 201 .the-dma.Trends in Hispanic Direct Buying (Buyers) Why do you respond to offers you receive to shop from your home or office? ONLINE OFFERS % of Online Buyers Reasons for Shopping from home Convenience of shopping from home Time saved Discounted and reduced prices Availability of new/unusual/unique items Better description of items Ability to locate higher quality/better items/deals Incentives/free samples More knowledgeable/helpful customer service offered Ease of returns/free postage Shipping and handling discounts 2004 (n=156) 2006 (n=259) 56% 29% 25% 13% 8% 6% 4% 2% 2% 3% 63% 37% 18% 30% 4% 7% 2% 1% None 1% www.

Trends in Hispanic Direct Buying (Buyers) Why do you respond to offers you receive to shop from your home or office? TELEPHONE OFFERS % of Telephone Buyers 2004 2006 (n=47) Reasons for Shopping from home Convenience of shopping from home Time saved Discounted and reduced prices Availability of new/unusual/unique items Ability to locate higher quality/better items/deals Better description of items Incentives/free samples More knowledgeable/helpful customer service offered (n=44) 41% 23% 23% 18% 9% 7% — 7% 47% 47% 19% 19% 2% 11% 2% 4% www.the-dma.org/bookstore 202 .

the-dma.Trends in Hispanic Direct Buying (Buyers) Why do you respond to offers you receive to shop from your home or office? TELEVISION OFFERS % of Television Buyers 2004 2006 (n=149) Reasons for Shopping from home Convenience of shopping from home Discounted and reduced prices Time saved Availability of new/unusual/unique items Better description of items Ability to locate higher quality/better items/deals Incentives/free samples More knowledgeable/helpful customer service offered Ease of returns/free postage Shipping and handling discounts (n=170) 45% 26% 22% 21% 11% 10% 2% 2% 1% 1% 56% 19% 42% 29% 6% 5% 3% 2% - www.org/bookstore 203 .

Trends in Hispanic Direct Buying (Buyers) How likely are you to continue purchasing products or services from home in the future? 50% % of Direct Buyers 40% 30% 24% 22% 19% 22% 40% 42% 20% 10% 0% Definitely will Probably will 2004 2006 7% 9% 8% 4% Might or might not Probably will not Definitely will not www.org/bookstore 204 .the-dma.

Trends in Hispanic Direct Buying (Buyers)
How likely are you to continue purchasing products or services from home in the future? AGE Likelihood of Future Direct Purchases
(n = 788)

<25
(116) 23.3% 46.6% 20.7% 6.9% 2.6%

25-34 35-44 45-54 55-64
(150) 28.0% 39.3% 25.3% 4.0% 2.7% (175) 26.9% 41.7% 19.4% 8.0% 3.4% (150) 20.0% 44.0% 21.3% 8.0% 6.7% (102) 18.6% 34.3% 27.5% 12.7% 4.9%

≥65
(84) 10.7% 40.5% 21.4% 19.0% 7.1%

Definitely will Probably will Might or might not Probably will not Definitely will not

www.the-dma.org/bookstore 205

Trends in Hispanic Direct Buying (Buyers)
How likely are you to continue purchasing products or services from home in the future? INCOME
Likelihood of Future Direct Purchases
(n = 788*)

<$15K
(101)

$15-25K
(150)

$25-35K
(149)

$35-50K
(145)

$50-75K
(89)

>$75K
(57)

Definitely will Probably will Might or might not Probably will not Definitely will not

10.9% 43.6% 25.7% 10.9% 7.9%

12.0% 44.0% 24.7% 15.3% 2.0%

22.1% 42.3% 24.2% 6.7% 4.7%

26.2% 42.8% 22.1% 6.2% 2.8%

39.3% 39.3% 14.6% 4.5% 2.2%

45.6% 38.6% 12.3% 1.8%

*There was a large number of ‘Don’t Know’ answers and refusals. www.the-dma.org/bookstore 206

Trends in Hispanic Direct Buying (Buyers)
How likely are you to continue purchasing products or services from home in the future? EDUCATION Likelihood of Future Direct Purchases
(n = 774) Some high school or less
(143)

High school degree
(251)

Trade or technical school
(33)

Some college
(156)

College degree
(139)

Some grad work or degree
(23)

Definitely will Probably will Might or might not Probably will not Definitely will not

7.7% 37.8% 27.3% 14.0% 11.2%

19.5% 43.8% 24.7% 9.2% 2.8%

21.2% 39.4% 24.2% 12.1% 3.0%

30.8% 42.3% 19.9% 4.5% 2.6%

36.0% 38.8% 15.8% 7.9% 1.4%

21.7% 65.2% 8.7% -

www.the-dma.org/bookstore 207

Trends in Hispanic Direct Buying (Buyers)
Percent of buyers who say they “probably will” or “definitely will” continue to respond to direct marketing offers

Interview Language English Spanish

2004

72%

58%

2006

70%

56%

www.the-dma.org/bookstore 208

Summary: Reasons for Not Buying from Home (Non-Buyers) • DMA’s research also targeted Hispanic consumers who do not purchase products or services through direct marketing channels. The following results reflect our findings from 328 non-buyers.org/bookstore 209 . while 29% in 2006 vs.the-dma. 37% in 2004 indicated that they “preferred to see and touch items. • The majority of respondents (68%) cited two main reasons for not buying from direct advertising offers.” www. 21% in 2004) said that they were “not interested in items advertised”. More than a third (39% in 2006 vs.

reasons why they were discouraged from buying through direct channels. the language barrier is a key issue. www. In 2006. this number decreased to 2.org/bookstore 210 . • Factors: On a scale of one to five where one is not a problem and five is a very big problem. and a need to see products remain the most important reasons Hispanics give for not responding to direct marketing. For Spanishspeaking respondents.75. respondents gave an average score of almost 4 in 2004 to not trusting companies that sell through direct channels. privacy concerns.the-dma. • Reasons: Lack of trust.Summary: Reasons for Not Buying from Home (Non-Buyers) • Respondents were asked to identify factors vs.

phone.org/bookstore 211 . or television? % of Non-Buyers Reasons for Not Buying from Home Prefer to see and touch items Not interested in items available Can’t assess quality of products Concerned about the use of personal information Concerned about security of providing credit card information 2004 37% 21% 15% 6% 6% 2006 29% 39% 4% 12% 10% www.the-dma.Trends in Hispanic Direct Buying (Non-Buyers) Why don’t you purchase products or services from companies who send you offers by mail. online.

78 .12 2.84 3.95 3.Trends in Hispanic Direct Buying (Non-Buyers) Interview Language* Factors That Discourage Buying from Home (1 = not a problem to 5 = very big problem) Don’t trust companies that sell from a distance Credit card security concerns Concerns about use of personal information Not being able to see/touch items Not able to assess quality Don’t read/speak English *Mean Score www.the-dma.80 2.63 3.45 3.81 3.23 3.45 2.69 3.07 3.69 3.03 3.45 4.70 3.72 3.00 3.org/bookstore 212 English 2004 English 2006 Spanish 2004 Spanish 2006 4.78 3.98 3.95 3.90 3.

79 3.70 3.25 3.72 3.21 2.75 3.the-dma.37 3.99 3.org/bookstore 213 .78 www.74 3.80 2006 2.87 3.Trends in Hispanic Direct Buying (Non-Buyers) Mean Score Factors That Discourage Buying from Home (1 = not a problem to 5 = very big problem) Don’t trust companies that sell from a distance Not being able to see/touch items Credit card security concerns Concerns about use of personal information Not able to assess quality Don’t read/speak English 2004 3.

60 www.49 3.Trends in Hispanic Direct Buying (Non-Buyers) Mean Score Factors That Discourage Buying from Home (1 = not a problem to 5 = very big problem) Having to pay shipping and handling charges Prices too high Having to pay postage to return items Size of clothing is inconsistent Having to wait for delivery 2004 3.18 2006 2.61 2.64 2.39 3.47 2.52 3.org/bookstore 214 .72 2.the-dma.28 3.

95 2006 2.Trends in Hispanic Direct Buying (Non-Buyers) Mean Score Factors that Discourage Buying from Home (1 = not a problem to 5 = very big problem) No one home during the day to receive packages Having a bad experience with direct shopping 2004 3.13 2.the-dma.org/bookstore 215 .04 www.16 2.

the-dma.org/bookstore 216 .Trends in Hispanic Direct Buying (Non-Buyers) How likely are you to purchase products or services from home in the future? 50% 40% 33% 34% 32% % of Non-Buyers 30% 24% 20% 10% 0% 1% 1% 20% 13% 21% 20% 2004 2006 Definitely will Probably will Might or might not Probably will not Definitely will not www.

4% 1.2% 28.2% 20.7% 35.7% 53.5% 37.8% 16.3% 23.6% 6.3% 10.0% 28.7% 28.org/bookstore 217 .5% 2.5% 13.Trends in Hispanic Direct Buying (Non-Buyers) How likely are you to purchase products or services from home in the future? AGE Likelihood of Future Direct Purchases (n= 328) <25 (51) 25-34 (39) 35-44 (46) 45-54 (54) 55-64 (49) ≥65 (80) Definitely will Probably will Might or might not Probably will not Definitely will not 25.2% 53.2% 31.7% 21.0% 2.9% 14.0% 30.1% 30.8% www.the-dma.5% 8.0% 12.7% 37.5% 20.

8% 14.8% 43.3% 24.7% 13.0% 18.1% 20.9% 39.8% 3.3% 40.6% 28.0% 1.org/bookstore 218 .the-dma.Trends in Hispanic Direct Buying (Non-Buyers) How likely are you to purchase products or services from home in the future? INCOME Likelihood of Future Direct Purchases (n= 328) <$15K (77) $15-25K (73) $25-35K (57) $35-50K (30) $50-75K (30) >$75K (7) Definitely will Probably will Might or might not Probably will not Definitely will not 7.6% www.5% 23.6% 28.8% 12.1% 26.8% 16.3% 12.6% 38.5% 25.0% 35.3% 28.0% 23.3% 30.3% 16.6% 22.

7% 18.9% 34.the-dma.6% 13.0% 29.org/bookstore 219 .3% www.4% 0.Trends in Hispanic Direct Buying (Non-Buyers) How likely are you to purchase products or services from home in the future? PLACE OF BIRTH Likelihood of Future Direct Purchases (n= 328) Born in US (159) Born Abroad (161) Definitely will Probably will Might or might not Probably will not Definitely will not 0.8% 37.6% 26.2% 23.6% 13.

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