Reaching The US Hispanic Market DMA Study

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 DMAs 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 worlds 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.
DMAs 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 DMAs Directo: Council for Hispanic Marketing have investigated this populations attitudes and behaviors related to shopping from home. In addition to identifying behaviors and attitudes, DMAs 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 consumers 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 DMAs 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. 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. 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
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TABLE OF CONTENTS
VI. 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. 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. 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
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TABLE OF CONTENTS
Page Number IX. 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. Report Sponsors XII. Appendix
209 211 216
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Executive Summary
About the Survey

Nationwide sample of Hispanics (about 10,000 records used). Sample was pre-screened for age (18 years+) and Hispanic ethnicity. Households with employees of market research or direct marketing companies were disqualified. Quotas were set for 70% of respondents to be direct response buyers and 30% non-buyers. There were 1,116 completed interviews for the analysis (788 direct buyers and 328 non-buyers).
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Executive Summary
Definitions: Direct Buyers/Donors and Non-Buyers

Direct Buyer (n=788): the person buys products/services from mail, catalog, online, telephone, or DRTV offers or makes donations in response to mail, online, telephone, or DRTV solicitations. Donor (n=159): the person donates and buys from mail, catalog, online, telephone, or DRTV offers. Non-Buyer (n=328): the person does not buy from mail, catalog, online, telephone, or DRTV offers.
Executive Summary
Breakout of Single Channel Buyers and Multichannel Buyers

Of those 788 individuals who made purchases from mail, catalog, online, telephone, or DRTV offers or have made donations, 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
Executive Summary
Demographics: Age
Direct Buyers: Close to 55% in 2004 vs. 41% in 2006 of direct buyers are in the age range of between 25-44 years old. 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, while in 2006 older adults are most likely to be non-buyers. Donors: In both 2004 and 2006, the majority of donors are between the ages of 25-44 years old.
Executive Summary
Demographics: Income
Direct Buyers: Both in 2004 and 2006, incomes of direct buyers are spread fairly consistently among those earning below $15,000 and as high as $75,000. Non-Buyers: Close to half of non-buyers had incomes below $25,000 in 2004. In 2006, the majority of non-buyers (63%) have incomes below $35,000. Donors: 46% of donors earned $25,000 or less and 29% earned between $25,000-$50,000 in 2004. In 2006, there is a fairly even distribution of donors across income levels between $15,000 and $75,000.
Executive Summary
Demographics: Education
Direct Buyers: In 2004, more than 45% of direct buyers either graduated from college or completed some college work. In 2006, 51% of direct buyers graduated from high school or have some high school education. 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. 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. In 2004, 60 % of donors did not had education beyond high school.
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, when more direct buyers (59%) were born in the US. Non-Buyers: 77% of non-buyers were not born in the US in 2004. In 2006, there is an equal split 49% each of direct buyers born in the US and born outside. Donors: Most donors (65%) were not born in the US in 2004. Meanwhile, most donors (66%) were born in the US in 2006.
Executive Summary
Language Preference:
In 2004, 70% of interviews were conducted in Spanish. In 2006, this figure was about 44%, indicating an overall trend of increased acculturation. Merely 18% of respondents spoke English only or preferred English in 2004, while in 2006 this percentage nearly doubled to 34%.
Executive Summary
Language Preference:
When looking at reading preferences, 44% of respondents chose Spanish Only or Spanish Preferred, whereas 39% prefer to read in English. In 2004, it appeared that most Hispanics preferred viewing DRTV ads in Spanish, 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
Response to Mail Marketing:
The majority of Hispanics (55% in 2004 vs. 70% in 2006) receive six or
more pieces of advertising mail per week. Overall, 39% of Hispanic consumers in 2004 vs. 35% in 2006 said they glance at or skim the direct mail they receive. Compared to the total US population, more Hispanics (35%) glance at or skim through direct mail vs. only 15% of the total US population who usually read it. Close to half of all the respondents (49% in 2004 vs. 42% in 2006) said they received just the right amount of advertising mail in their homes. Compared to the total US population, Hispanics are more tolerant towards received advertising mail. 49% of Hispanics vs. 38% of the total US population said they received just the right amount or they wouldnt mind receiving more.
Executive Summary
Response to Catalog, 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%. In 2006, 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 Online Marketing:

37% (2006) vs. 25% (2004) have online access both at their homes and at the office. 72% of online buyers have broadband connection at home. 67% came across Web sites that they purchased from search engines. 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
Direct Ordering Trends:

In 2006, 51% of Hispanic buyers had more than one major credit card up from 41% in 2004. Compared to all buyers, Hispanic buyers place more orders by phone (49% vs. 33%). 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. 63% in 2006).
Executive Summary
Reasons for Shopping Direct:
Almost half of all Hispanics cite convenience of shopping from home as a reason for making direct purchases. When analyzing by media this reason is most frequently cited in reference to online purchases (63%), followed by television (56%) and catalog (54%). Time saved was the third top ranked reason in 2004 noted by 25%, which in 2006 increased to 35%. 25% in 2006 vs. 27% in 2004 view discounted and reduced prices as an incentive to shop from home or office.
Executive Summary
Non-Buyers:
DMAs research also targeted Hispanic consumers who do not purchase products or services through direct marketing channels. These results reflect our findings from 328 non-buyers. The majority of respondents (68%) cited two main reasons for not buying from direct advertising offers. More than a third (39% in 2006 vs. 21% in 2004) said that they were not interested in items advertised, while 29% in 2006 vs. 37% in 2004 indicated that they preferred to see and touch items.
Executive Summary
Non-Buyers:
Respondents were asked to identify factors vs. reasons why they were discouraged from buying through direct channels. Reasons: Lack of trust, privacy concerns, and a need to see products remain the most important reasons Hispanics give for not responding to direct marketing. For Spanish-speaking respondents, the language barrier is a key issue. Factors: On a scale of one to five where one is not a problem and five is a very big problem, respondents gave an average score of almost 4 in 2004 to not trusting companies that sell through direct channels. In 2006, this number decreased to 2.75.
Summary: Demographics of Hispanic Direct Buyers

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

While the majority of direct buyers work full time, a significant percent (39%) are not employed. The majority (63%) of direct buyers are married or living with a partner. More direct buyers (59%) were born in the US.
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 66.9% 33.1% 116 150 175 150 102 84 14.7% 19.0% 22.2% 19.0% 12.9% 10.7% Base Percent

Direct Buyers (n=788) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 101 150 149 145 89 30 21 6 53 44 Percent 12.8% 19.0% 18.9% 18.4% 11.3% 3.8% 2.7% 0.8% 6.7% 5.6%
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 18.5% 32.4% 4.3% 20.2% 18.0% 0.1% 2.8%
Direct Buyers (n=788) Employment Full time (30 hours per week) Part time (<30 hours per week) Not employed Dont know Marital Status Single Married/living with partner Divorced Separated Widowed
Base 380 91 310 1 198 499 31 10 42
Percent 48.2% 11.5% 39.3% 0.1% 25.1% 63.3% 3.9% 1.3% 5.3%

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
Base 296 459 465 312 5 14 15 36 82 146
Percent 37.6% 58.2% 59.0% 39.6% 1.6% 4.5% 4.8% 11.5% 26.3% 46.8%
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 Dont Know Refused
Base 43 167 65 7 1 20 9
Percent 13.8% 53.5% 20.8% 2.2% 0.3% 6.4% 2.9%

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 8.2% 29.9% 3.8% 0.4% 5.8% 0.6% 6.6% 0.5% 1.6% 0.4% 0.1%

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 0.5% 1.5% 8.9% 0.8% 3.6% 0.3% 0.1% 0.3% 0.1% 24.1% 0.5% 0.4% 0.5%
Summary: Demographics of Hispanic Non-Buyers

Older adults are most likely to be non-buyers. The majority of non-buyers (63%) have incomes below $35,000. 69% of non-direct buyers did not have any education beyond high school--only 21% attended or graduated from college. A higher percentage of non-buyers than direct buyers (53% vs 39%) are unemployed.
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 15.5% 11.9% 14.0% 16.5% 14.9% 24.4% 58.5% 41.5%

Non-Buyers (n=519) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 103 130 95 45 26 7 3 1 67 42 Percent 19.8% 25.0% 18.3% 8.7% 5.0% 1.3% 0.6% 0.2% 12.9% 8.1%

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 34.1% 35.1% 4.8% 14.3% 6.7% 0.6% 1.0% 3.5%

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% 10.7% 53.0% 0.3% 1.5% 24.7% 52.4% 4.3% 1.5% 11.6% 5.2%

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% 65.2% 48.5% 49.1% 3.7% 5.6% 5.6% 8.1% 24.8% 46.6%
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 Dont Know Refused
Base 17 76 36 11 1 11 9
Percent 10.6% 47.2% 22.4% 6.8% 0.6% 6.8% 5.6%

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 6.7% 26.2% 11.0% 1.2% 2.7% 0.6% 4.0% 0.9% 2.1% 1.2% 0.9%

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% 0.9% 4.9% 12.8% 0.9% 4.0% 0.3% 0.3% 14.0% 0.6% 0.3% 1.8%
Summary: Demographics of Hispanic Donors

The majority of donors are between 25 and 54 years old. Females are by far (65%) more likely to make donations than males (35%). There is a fairly even distribution of donors across income levels between $15,000 and $75,000. 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.
Demographics of Hispanic Donors

Donors (n=159) Age <25 25-34 35-44 45-54 55-64 65 Gender Female Male 104 55 65.4% 34.6% 14 29 32 40 19 24 8.8% 18.2% 20.1% 25.2% 11.9% 15.1% Base Percent

Donors (n=159) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 17 29 30 33 24 13 9 1 9 11 Percent 9.7% 16.5% 17.0% 18.8% 13.6% 7.4% 5.1% 0.6% 5.1% 6.3%
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 18.9% 28.6% 2.9% 21.7% 18.3% 0.6% 6.3%

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 52.2% 8.8% 37.1% 1.9% 18.9% 69.8% 5.0% 1.3% 4.4%

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
Base 62 89 105 54 1 1 5 14 31
Percent 39.0% 56.0% 66.0% 34.0% 1.9% 1.9% 9.3% 25.9% 57.4%
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 Dont Know
Base 13 20 15 1 5
Percent 24.1% 37.0% 27.8% 1.9% 9.3%
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%
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.
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%

Mail Buyers (n=321) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 47 62 59 52 41 7 5 1 53 44 Percent 14.6% 19.3% 18.4% 16.2% 12.8% 2.2% 1.6% 0.3% 6.7% 5.6%
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 22.5% 33.3% 3.8% 18.1% 14.6% 2.2%

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 46.1% 9.3% 43.6%
60 222 5 6 22
18.7% 69.2% 1.6% 1.9% 6.9%

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 36.1% 58.3% 52.6% 44.5% 2.1% 3.5% 3.5% 9.8% 22.4% 53.1% 4.9%
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 Dont Know Refused
Base 21 73 28 1 14 6
Percent 14.7% 51.0% 19.6% 0.7% 9.8% 4.2%
Summary: Demographics of Hispanic Catalog Buyers

There is a fairly even distribution across all age groups of catalog buyers, with a slightly higher response in the age group 35-44. Almost 60% of catalog buyers earn between $15,000 and $50,000. 51% of catalog buyers completed high school or have some high school education. 60% of catalog buyers were born in the US. Out of 147 non-US born respondents, 58% immigrated to the US between the ages of 11 and 25.
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 74.0% 26.0% 59 69 81 66 49 42 16.0% 18.7% 22.0% 17.9% 13.3% 11.4% Base Percent

Catalog Buyers (n=369) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 42 73 73 68 45 13 11 2 22 20 Percent 11.4% 19.8% 19.8% 18.4% 12.2% 3.5% 3.0% 0.5% 6.0% 5.4%

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 18.7% 31.9% 3.8% 21.2% 19.2% 0.3% 2.7% Base Percent

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 46.3% 11.9% 40.9%
88 236 16 5 22
23.8% 64.0% 4.3% 1.4% 6.0%

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 39.8% 56.6% 59.9% 39.8% 2.0% 5.4% 6.1% 10.2% 27.9% 43.5%

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 Dont Know 18 85 29 4 8 12.2% 57.8% 19.7% 2.7% 5.4% Base Percent
Summary: Demographics of Hispanic Online Buyers

There is a fairly even distribution among online buyers grouped by age through age 54. Buyers in the age group 35-44 made the most purchases. 56% of online buyers earn between $25,000 - $75,000. 55% of Hispanic online buyers had attended or completed college. 60% of those making online purchases are employed full time. A large majority of online buyers (73%) were born in the US. Of those born outside the the US and purchasing online, 82% of them have resided here for 10 or more years.
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% 42.5% 53 63 68 43 19 10 20.5% 24.3% 26.3% 16.6% 7.3% 3.9% Base Percent

Online Buyers (n=259) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 12 32 48 55 43 20 16 3 19 11 Percent 4.6% 12.4% 18.5% 21.2% 16.6% 7.7% 6.2% 1.2% 7.6% 4.2%

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 5.5% 27.8% 2.7% 28.6% 26.7% 5.5% Base Percent

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 59.5% 15.4% 24.3%
93 146 11 5 4
35.9% 56.4% 4.2% 1.9% 1.5%

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 43.2% 54.1% 73.4% 26.3% 1.5% 1.5% 11.8% 38.2% 44.1%

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 Dont Know 19 31 11 3 3 27.9% 45.6% 16.2% 4.4% 4.4% Base Percent
Summary: Demographics of Hispanic Telephone Buyers

Of the 47 respondents indicating that they made purchases as a result of a telephone offer, the distribution by age was fairly consistent, with the major concentration (51%) in the age range 35-54 years old. Those Hispanics with income levels between $25,000-$35,000 were most likely to respond to telephone offers. Almost 60% of Hispanics responding to telephone offers were employed full time.
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 55.3% 44.7% 9 8 11 13 2 3 19.1% 17.0% 23.4% 27.7% 4.3% 6.4% Base Percent

Telephone Buyers (n=47) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 7 7 14 6 4 1 2 1 3 2 Percent 14.9% 14.9% 29.8% 12.8% 8.5% 2.1% 4.3% 2.1% 6.4% 4.3%
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 12.8% 36.2% 6.4% 19.1% 12.8% 6.4%

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 57.4% 12.8% 25.5% 4.3% 38.3% 48.9% 6.4% 4.3%

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
Base 18 26 29 18 1 2 6 9
Percent 38.3% 55.3% 61.7% 38.3% 5.6% 11.1% 33.3% 50.0%
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 Dont Know
Base 1 11 4 2
Percent 5.6% 61.1% 22.2% 11.1%
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%), those younger than 25 and older than 55 years old do not make such many purchases, that is 12% and 24% respectively. Television buyers across income levels $15,000 - $75,000 were proportionate. A significant majority (62%) of respondents to television offers were born in the US. Of those Hispanics immigrants who made television purchases, 70% have been in the US for 10 years or more and 54% immigrated to the US at ages of 11-25 .
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 62.4% 37.6% 18 31 30 33 19 169 12.1% 20.8% 20.1% 22.1% 12.8% 10.7% Base Percent

Television Buyers (n=149) Income <$15,000 $15,000-$25,000 $25,000-$35,000 $35,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000-$150,000 >$150,000 Don't know Refused Base 20 28 26 28 22 5 3 2 10 5 Percent 13.4% 14.9% 17.4% 18.8% 14.8% 3.4% 2.0% 1.3% 6.7% 3.4%

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 10.2% 35.4% 6.1% 21.1% 19.0% 4.8% Base Percent

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 51.7% 9.4% 37.6%
36 98 6 8
24.2% 65.8% 4.0% 5.4%

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 36.2% 62.4% 62.4% 37.6% 3.6% 3.6% 21.4% 28.6% 41.1%

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 Dont Know 7 30 13 2 1 2 12.5% 53.6% 23.2% 3.6% 1.8% 3.6% Base Percent
Summary: Language Preference

In 2004, 70% of interviews were conducted in Spanish. In 2006, this figure was about 44%, indicating an overall trend of increased acculturation. 36% (2004) vs. 34% (2006) of respondents spoke mostly (or only) Spanish and another 26% in 2004 vs. only 10% in 2006 were bilingual but preferred Spanish. Merely 18% of respondents spoke English only or preferred English in 2004, while in 2006 this percentage nearly doubled to 34%.

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

The trend towards English seems more prominent online and on television, so its possible that images and audio components of direct marketing can overcome the language barrier. While response numbers were small, 57% of respondents said they communicate by e-mail either mostly in English or in both English and Spanish. Overall, 73% of telemarketing calls are in English.

In 2006, 77% of respondents who purchased in response to TV marketing reported responding to a commercial or infomercial that was in English. While 25% respondents who purchased in response to TV marketing reported watching TV in both languages equally, only 19% said they watched TV all or mostly in Spanish. Some 57% watched TV all or mostly in English.
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%
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
16.8% 7.2% 31.1% 35.9% 9.0%
32.8% 11.1% 22.2% 25.4% 8.5%
37.6% 9.5% 22.2% 27.1% 3.6%
30.4% 11.3% 19.6% 28.4% 10.3%
37.7% 6.0% 24.5% 23.8% 7.9%
36.0% 10.4% 23.8% 25.0% 4.9%
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)
57.4% 8.8% 17.2% 10.3% 6.4%
48.6% 9.6% 18.6% 18.2% 5.0%
32.4% 11.1% 27.9% 21.3% 7.4%
12.6% 7.9% 28.9% 41.1% 9.5%
16.5% 2.6% 24.3% 46.1% 10.4%
7.4% 4.4% 33.8% 50.0% 4.4%
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)
63.1% 8.1% 14.7% 10.3% 3.8%
31.9% 12.9% 25.4% 24.2% 5.5%
29.3% 17.2% 27.6% 20.7% 5.2%
16.1% 4.3% 25.7% 39.1% 14.8%
13.8% 5.2% 28.7% 40.8% 11.5%
3.2% 3.2% 38.7% 51.6% 3.2%
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)
7.7% 3.5% 30.9% 45.7% 12.2%
61.7% 16.7% 15.6% 4.2% 1.7%
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%
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)
15.6% 5.4% 25.1% 43.7% 10.2%
32.3% 12.7% 15.9% 30.7% 8.5%
35.7% 10.4% 19.5% 29.4% 5.0%
30.4% 11.8% 12.7% 34.3% 10.8%
33.8% 7.3% 18.5% 32.5% 7.9%
37.8% 8.5% 16.5% 28.7% 8.5%
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)
58.3% 7.4% 12.3% 16.2% 5.9%
45.0% 12.1% 16.4% 20.7% 5.7%
32.0% 11.9% 20.9% 27.0% 8.2%
12.1% 7.9% 22.1% 45.8% 12.1%
15.7% 2.6% 20.0% 49.6% 12.2%
7.4% 2.9% 22.1% 57.4% 10.3%
Language Preference
Do you prefer reading in ? EDUCATION Preferred Language for Reading
(n = 1116)
(320)
High school degree

(433)

(58)
Some college
(230)
College degree
(174)

(4)
63.7% 7.5% 10.6% 12.8% 5.3%
31.4% 12.7% 20.3% 29.1% 6.5%
31.0% 17.2% 15.5% 25.9% 10.3%
14.3% 6.1% 20.4% 46.5% 12.6%
12.1% 5.2% 20.7% 48.9% 13.2%
75.0% 25.0% -
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)
8.0% 1.8% 21.3% 55.4% 13.5%
58.8% 19.9% 14.2% 4.9% 2.3%
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%

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% 57.1% 7.1% 10.7%
35.6% 39.0% 6.8% 18.6%
35.4% 43.1% 1.5% 20.0%
43.5% 39.1% 2.9% 14.5%
26.1% 54.3% 4.3% 15.2%
45.8% 43.8% 10.4%

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)
70.2% 14.9% 2.1% 12.8%
48.4% 38.7% 1.6% 11.3%
30.5% 45.8% 5.1% 18.6%
11.5% 61.5% 7.7% 19.2%
17.1% 58.5% 24.4%
15.4% 76.9% 7.7%

What language do you prefer for the advertising mail you receive? EDUCATION Preferred Language for Advertising Mail
(n = 321)
(71)
High school degree

(105)

(12)
Some college
(57)
College degree
(46)

(7)
64.8% 19.7% 4.2% 11.3%
38.1% 45.7% 2.9% 13.3%
50.0% 33.3% 16.7%
10.5% 63.2% 3.5% 22.8%
15.2% 63.0% 4.3% 17.4%
85.7% 14.3%

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

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)
28.6% 28.6% 14.3% 28.6% -
32.1% 14.3% 25.0% 21.4% 7.1%
44.1% 14.7% 23.5% 14.7% -
42.2% 20.0% 26.7% 2.2% 6.7%
33.3% 5.6% 22.2% 22.2% 11.1%
12.0% 24.0% 36.0% 16.0% 4.0%

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)
31.6% 15.8% 31.6% 18.4% -
27.0% 29.7% 27.0% 13.5% 2.7%
47.1% 5.9% 20.6% 14.7% 8.8%
30.8% 38.5% 23.1% 7.7%
50.0% 16.7% 8.3% 8.3%
50.0% 50.0% -

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
(57)
High school degree

(58)
Trade or technical School

(8)
Some college
(14)
College degree
(9)
Some grad. work or degree

(1)
35.1% 19.3% 29.8% 14.0% 1.8%
36.2% 17.2% 20.7% 19.0% 5.2%
37.5% 62.5% -
28.6% 21.4% 7.1% 21.4% -
44.4% 11.1% 11.1% 11.1% 22.2%
100.0% -

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)
31.0% 13.8% 17.2% 24.1% 6.9%
36.1% 18.0% 26.2% 13.1% 4.1%

How much advertising mail do you receive in ..?
Language English Spanish Bilingual Other
Almost All 1 73.8% 11.2% 5.3% 5.3%
2 11.2% 13.7% 2.8% 0.3%
3 10.0% 22.7% 11.2% 2.2%
4 2.2% 13.7% 7.8% 1.2%
Almost None 5 2.8% 37.7% 70.7% 87.9%
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
13% 11%
Bilingual
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%
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%

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
58.5% 35.8% 5.7%
1.6% 44.4% 31.7% 22.2%
7.4% 2.9% 47.1% 30.9% 11.8%
4.7% 55.8% 16.3% 20.9%
36.8% 47.4% 15.8%
10.0% 50.0% 20.0%

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)

(7)
Some college
(73)
College degree
(68)

(14)
14.3% 7.1% 57.1% 7.1% 7.1%
2.8% 2.8% 38.0% 43.7% 11.3%
57.1% 28.6% 14.3%
2.7% 49.3% 35.6% 11.0%
2.9% 55.9% 17.6% 23.5%
57.1% 21.4% 21.4%

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%

What Internet connection do you use at home, 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%
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%

Language Preference Telephone

How many telemarketing calls do you receive in ... ?
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
4.6 11.0
1.4 4.3
1.5 7.9
.7 8.5
1.0 2.5
3.0 4.3
* Mean Score

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
2.5 1.7
2.6 4.1
1.9 8.1
.2 8.0
1.5 12.0
0 16.7
* Mean Score

EDUCATION*
Language of Telemarketing Calls

(n = 46)

(6)
High school degree

(17)
Trade or technical School

(3)
Some college
(8)
College degree
(6)

(3)
Spanish English
4.2 3.5
1.8 7.0
1.0 .7
2.8 8.9
.0 10.8
1.7 17.0
* Mean Score
Language Preference Television

What language did you respond in to television commercials or infomercials?
English 77%
Spanish Spanish 23% English

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
22.2% 72.2%
35.5% 64.5%
26.7% 73.3%
18.2% 81.8%
10.5% 89.5%
18.8% 81.3%

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
45.0% 55.0%
35.7% 64.3%
19.2% 80.8%
14.3% 85.7%
22.7% 77.3%
100.0%

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%

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)
16.7% 5.6% 38.9% 38.9%
3.2% 29.0% 16.1% 29.0% 22.6%
6.7% 13.3% 26.7% 20.0% 33.3%
3.0% 6.1% 21.2% 48.5% 21.2%
5.3% 10.5% 21.1% 47.4% 15.8%
6.3% 12.5% 12.5% 50.0% 18.8%

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)
5.0% 25.0% 15.0% 25.0% 30.0%
7.1% 28.6% 14.3% 32.1% 17.9%
3.8% 15.4% 11.5% 38.5% 30.8%
3.6% 7.1% 28.6% 39.3% 21.4%
9.1% 22.7% 36.4% 31.8%
30.0% 60.0% 10.0%

What language do you prefer when watching television? EDUCATION Preferred Language for Watching Television (n =149)
(15)
High school degree

(52)

(9)
Some college
(31)
College degree
(28)

(7)
13.3% 33.3% 6.7% 26.7% 20.0%
5.8% 19.2% 9.6% 40.4% 25.0%
11.1% 22.2% 44.4% 22.2%
9.7% 32.3% 41.9% 16.1%
7.1% 25.0% 35.7% 32.1%
42.9% 28.6% 28.6%
Summary: Response to Mail Marketing

The majority of Hispanics (70%) receive six or more pieces of advertising mail per week. 28% of Hispanics receive 15 or more pieces of mail per week, a considerable increase from 12% in 2004. Older mail buyers (>65) receive an average of 22 pieces of mail per week. Hispanic mail buyers with higher income ( > $50,000) receive the highest number of direct mail pieces.
Close to half of all respondents (49% in 2004 vs. 42% in 2006) said they received just the right amount of advertising mail in their homes, with 15% in 2004 vs. 9% in 2006 indicating they received too little or would like more, and 36% in 2004 vs. 49% in 2006 stating they received too much. Compared to the total US population, Hispanics are more tolerant towards received advertising mail. Some 49% of Hispanics vs. 38% of the total US population said they received just the right amount or wouldnt mind receiving more.

Overall, there are three distinct levels of perceptions regarding the usefulness of direct mail: 39% in 2004 vs. 37% in 2006 find it very/somewhat useful; 37% in 2004 vs. 34% in 2006 are neutral in their perception; and 25% in 2004 vs. 27% in 2006 view it as not useful/not useful at all. When asked what types of mail advertisements they receive, 77% of respondents said they received credit card offers in 2006 vs. 49% in 2004.

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

Number of advertising mail pieces, not including catalogs, 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

Number of advertising mail pieces, not including catalogs, received in an average week AGE
Average Number of Pieces of Ad Mail
30 25
21.70
20 15
11.19 15.04 15.34 14.66 10.50
10 5 0
<25 25-34 35-44 45-54 55-64 >65

Number of advertising mail pieces, not including catalogs, 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
10.35 15.35 12.48 13.04 14.20 30.00 26.75 21.17

Do you feel that the number of advertising pieces, not including catalogs, 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

Do you feel that the number of advertising pieces, not including catalogs, you receive at home is... ?
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

Do you feel that the number of advertising pieces, not including catalogs, you receive at home is... ? 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
10.7% 46.4% 35.7%
10.2% 44.1% 45.8%
9.2% 38.5% 52.3%
8.7% 47.8% 43.5%
8.7% 47.8% 43.5%
6.3% 27.1% 64.6%

Do you feel that the number of advertising pieces, not including catalogs, you receive at home is... ? 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)
14.9% 40.4% 40.4%
3.2% 50.0% 46.8%
8.5% 44.1% 47.5%
5.8% 46.2% 48.1%
9.8% 24.4% 65.9%
8% 31% 62%

Do you feel that the number of advertising pieces, not including catalogs, you receive at home is... ? 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.the-dma.org/bookstore 132
Too many

Do you feel that the number of advertising pieces, not including catalogs, you receive at home is... ? EDUCATION Perception of Quantity of Ad Mail
(n = 321)

(71)
High school degree

(105)

(12)
Some college
(57)
College degree
(46)

(7)
12.7% 52.1% 35.2%
8.6% 40.0% 50.5%
25.0% 25.0% 50.0%
3.5% 35.1% 57.9%
6.5% 32.6% 60.9%
14.3% 28.6% 57.1%
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.
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

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. AGE Perception of Direct Mails 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)
21.4% 32.1% 17.9% 17.9% 10.7%
13.6% 23.7% 44.1% 10.2% 8.5%
27.7% 12.3% 35.4% 9.2% 15.4%
21.7% 10.1% 43.5% 14.5% 10.1%
17.4% 23.9% 28.3% 15.2% 13.0%
14.6% 16.7% 22.9% 18.8% 18.8%

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. INCOME Perception of Direct Mails 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
31.9% 10.6% 36.2% 8.5% 6.4%
19.4% 19.4% 32.3% 12.9% 14.5%
23.7% 25.4% 25.4% 15.3% 10.2%
11.5% 19.2% 38.5% 17.3% 13.5%
17.1% 9.8% 31.7% 14.6% 26.8%
30.8% 46.2% 23.1%

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.
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 - Very useful
3
5 - Not useful at all

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. EDUCATION Perception of Direct Mails Usefulness
(n = 315)

(71)
High school degree

(105)

(12)
Some college
(57)
College degree
(33)

(7)
1 Very useful 2 3 4 5 Not at all useful
23.9% 15.5% 36.6% 11.3% 8.5%
19.0% 20.0% 34.3% 14.3% 10.5%
33.3% 33.3% 16.7% 16.7%
17.5% 12.3% 14.3% 21.1% 19.3%
8.7% 26.1% 10.5% 10.9% 26.1%

% 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%

% 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%

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%

% of Mail Direct Buyers Viewing Habits Hispanics Total U.S.
Glance or skim through *Usually Read Review every page/section *Read Some Review selected pages
35% 15% 23% 31% 20%

% of Mail Direct Buyers Viewing Habits Hispanics Total U.S.
Depends on specific type of mail *Usually Scan Usually discard without looking at it *Usually Dont Read Pass it along to others
9% 36% 12% 16% 1%

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)
53.6% 37.3% 43.1% 26.1% 41.3% 18.8% 25.0% 16.9% 24.6% 27.5% 23.9% 22.9% 7.1% 23.7% 18.5% 21.7% 7.1% 8.5% 4.6% 13.0% 8.7% 31.3% 6.5% 12.5%
7.1% 11.9% 1.7%
7.7% 11.6% 19.6% 14.6% 1.5% -

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)
27.7% 36.2% 25.5% 2.1% 8.5% -
24.2% 33.9% 21.0% 8.1% 12.9% -
27.1% 22.0% 23.7% 16.9% 10.2% -
53.8% 17.3% 15.4% 7.7% 5.8% -
36.6% 12.2% 14.6% 12.2% 19.5% 4.9%
38.5% 7.7% 15.4% 38.5% -

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)
35.6% 22.9% 19.4% 9.5% 12.1% 0.6%
31.4% 25.7% 20.0% 9.5% 13.3% -
41.7% 16.7% 16.7% 8.3% 16.7% -
54.4% 17.5% 3.5% 12.3% 12.3% -
41.3% 13.0% 10.9% 4.3% 28.3% 2.2%
57.1% 14.3% 28.6% -

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)
44.4% 16.0% 13.6% 10.1% 15.4% 0.6%
25.2% 31.5% 24.5% 9.1% 9.1% 0.7%

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

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 Dcor/ Furnishing
Books
CDs/Video
Summary: Response to Catalog Marketing

30% of catalog respondents receive only one catalog a week and 20% receive two. 65% of catalog respondents said that they receive just the right number. Compared to the total US population, Hispanics buy more clothing/apparel (53% vs. 32%) and health/beauty products (21% vs. none) from catalogs.
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

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
7.08 5.50 4.06 3.36 3.89 3.91
Average Number of Catalogs
3.40
3.40

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
2.80 4.10 4.19 3.74 3.03
2.71
Do you feel that the number of catalogs you receive at home is... ?
70% 60%
% of Catalog Buyers
65%
50% 40% 30% 20% 10% 0%

6% 29%

Do you feel that the number of catalogs you receive at home is... ? AGE Perception of Quantity of Catalogs
(n = 369)
<25
(59)
25-34
(69)
35-44
(81)
45-54
(66)
55-64
(49)
65
(42)
13.6% 67.8% 16.9%
7.2% 72.5% 20.3%
8.6% 71.6% 19.8%
63.6% 36.4%
2.0% 53.1% 44.9%
2.4% 57.1% 40.5%

Do you feel that the number of catalogs you receive at home is... ? 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)
7.1% 69.0% 23.8%
8.2% 69.9% 21.9%
4.1% 71.2% 24.7%
10.3% 55.9% 33.8%
2.2% 64.4% 33.3%
57.7% 42.3%

Do you feel that the number of catalogs you receive at home is... ?
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

Do you feel that the number of catalogs you receive at home is... ? EDUCATION Perception of Quantity of Catalogs (n = 364) Too few/ would like to receive more Just the right amount Too many
(68)
High school degree

(116)

(14)
Some college
(77)
College degree
(70)

(11)
5.9% 63.2% 29.4%
6.9% 69.0% 24.1%
7.1% 78.6% 14.3%
6.5% 67.5% 26.0%
4.3% 58.6% 37.1%
45.5% 54.5%

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 Dcor/ Furnishing
CDs/Video/Books
Jewelry

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%
Summary: Response to Online Marketing

Interestingly, 37% (2006) vs. 25% (2004) have online access both at their homes and at the office. 72% of online buyers have broadband connection at home. 67% came across Web sites that they purchased from through search engines. 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).
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%

How do you typically access the Internet? AGE Where the Internet Is Accessed (n = 259) At home At work Both Other
<25
(53) 62.3% 5.7% 30.2% 1.9%
25-34 35-44 45-54 55-64

(63) 44.4% 7.9% 46.0% 1.6% (68) 55.9% 5.9% 38.2% (43) 58.1% 9.3% 30.2% 2.3% (19) 47.4% 5.3% 36.8% 10.5%
65
(10) 70.0% 10.0% 10.0% -

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)
66.7% 8.3% 25.0% -
65.6% 6.3% 25.0% 3.1%
54.2% 6.3% 35.4% 4.2%
41.8% 9.1% 45.5% 1.8%
53.5% 2.3% 44.2% -
48.7% 12.8% 38.5% -

How do you typically access the Internet? GENDER Where the Internet Is Accessed
(n = 259)
Male
(110)
Female
(149)
50.9% 6.4% 39.1% 3.6%
56.4% 7.4% 34.9% 0.7%

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

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

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) 24.5% 20.4% 53.1% -
25-34 35-44 45-54 55-64

(57) 24.6% 19.3% 52.6% (64) 21.9% 28.1% 43.8% (38) 15.8% 23.7% 44.7% 2.6% (16) 18.8% 12.5% 50.0% 12.5%
65
(8) 25.0% 37.5% 37.5% -
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)
9.1% 27.3% 63.6%
34.5% 24.1% 37.9%
23.3% 18.6% 51.2%
27.1% 27.1% 43.8%
16.7% 31.0% 45.2%
11.8% 17.6% 61.8%

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%

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%
'6-10
10 and more

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

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
ea lth
an d
Be au
ty
Ite m s
es

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.org/bookstore 174
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
2006
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
Summary: Response to Telephone Marketing
In 2004, buyers said they had made an average of 2.6 purchases in response to telephone marketing in the past year. In 2006, this figure was 2.5.
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%.
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%

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.the-dma.org/bookstore 179
4-5
6-12

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%
Summary: Response to Television Marketing

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

How did you make purchases from TV offers?
Television Commercials 67%
Home Shopping Channels 33%
Home Shopping Channels Television Commercials

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

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 3.22 2.17 2.39 2.19 4.89

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
2.20 2.89 2.58 2.11 3.41 4.60
5.33
2 1 0
<$15K
1.55
$15-25K $25-35K $35-50K $50-75K
$75100K
$100150K
>$150K

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

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 Dcor/Furnishing Fitness/Workout 2004 29% 22% 20% N/A* 11% 2006 16% 12% 14% 13% 10%
* Was not asked in 2004 www.the-dma.org/bookstore 187
Summary: Direct Ordering Trends

In 2004, 64% of Hispanic direct buyers had at least one major credit card. In 2006, this figure was 75%. In 2006, 51% of Hispanic buyers had more than one major credit card up from 41% in 2004. Compared to all buyers, Hispanic buyers place more orders by phone (49% vs. 33%). 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. 63% in 2006).
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. www.the-dma.org/bookstore 189

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%

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
How many major credit cards do you have? AGE Number of Credit Cards
(n=788)
<25
(112) 30.8% 34.2% 17.1% 13.7%
25-34 35-44 45-54 55-64

(139) 13.7% 24.2% 35.9% 17.0% (154) 9.6% 25.8% 32.0% 19.1% (138) 14.6% 17.7% 33.5% 21.5% (92) 24.3% 17.5% 27.2% 20.4%
65
(81) 28.1% 25.8% 19.1% 18.0%
None 1 2 35

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
45.3% 24.5% 13.2% 10.4% 3.8%
22.6% 28.4% 26.5% 12.9% 3.9%
15.6% 24.7% 30.5% 18.2% 5.8%
4.0% 26.2% 34.2% 25.5% 6.0%
6.7% 20.0% 34.4% 23.3% 11.1%
3.5% 19.0% 37.9% 31.0% 6.9%

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

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% 27.6% 17.2% 27.6%
44.9% 17.4% 11.8% 24.2%
58.6% 15.5% 10.3% 14.9%
66.5% 15.2% 8.5% 9.1%
69.3% 19.8% 2.0% 7.9%
91.5% 6.8% 3.4%

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%
Summary: Reasons for Shopping Direct

Almost half of all Hispanics cite convenience of shopping from home as a reason for making direct purchases. When analyzing by media this reason is most frequently cited in reference to online purchases (63%), followed by television (56%) and catalog (54%). Time saved was the third top ranked reason in 2004 noted by 25%, which in 2006 increased to 35%. 25% in 2006 vs. 27% in 2004 view discounted and reduced prices as an incentive to shop from home or office.
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%

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. No other reason was mentioned by more than 7% of respondents.

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%
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

Why do you respond to offers you receive to shop from your home or office? ONLINE OFFERS
% of Online Buyers

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%

Why do you respond to offers you receive to shop from your home or office? TELEPHONE OFFERS
% of Telephone Buyers 2004 2006
(n=47)

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%

Why do you respond to offers you receive to shop from your home or office? TELEVISION OFFERS
% of Television Buyers 2004 2006
(n=149)

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% -

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

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

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)
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 Dont Know answers and refusals. www.the-dma.org/bookstore 206

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)

(33)
Some college
(156)
College degree
(139)

(23)
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% -

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%
Summary: Reasons for Not Buying from Home (Non-Buyers)

DMAs 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. The majority of respondents (68%) cited two main reasons for not buying from direct advertising offers. More than a third (39% in 2006 vs. 21% in 2004) said that they were not interested in items advertised, while 29% in 2006 vs. 37% in 2004 indicated that they preferred to see and touch items.
Summary: Reasons for Not Buying from Home (Non-Buyers)

Respondents were asked to identify factors vs. reasons why they were discouraged from buying through direct channels. Reasons: Lack of trust, privacy concerns, and a need to see products remain the most important reasons Hispanics give for not responding to direct marketing. For Spanishspeaking respondents, the language barrier is a key issue. Factors: On a scale of one to five where one is not a problem and five is a very big problem, respondents gave an average score of almost 4 in 2004 to not trusting companies that sell through direct channels. In 2006, this number decreased to 2.75.
Trends in Hispanic Direct Buying (Non-Buyers)

Why dont you purchase products or services from companies who send you offers by mail, online, phone, or television?
% of Non-Buyers Reasons for Not Buying from Home Prefer to see and touch items Not interested in items available Cant 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%

Interview Language* Factors That Discourage Buying from Home (1 = not a problem to 5 = very big problem) Dont 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 Dont read/speak English
*Mean Score www.the-dma.org/bookstore 212 English 2004 English 2006 Spanish 2004 Spanish 2006
4.23 3.95 3.95 3.69 3.45
2.90 3.70 3.45 3.69 3.45
4.03 3.84 3.72 3.98 3.81 3.80
2.63 3.07 3.00 3.12 2.78 3.78
Mean Score Factors That Discourage Buying from Home (1 = not a problem to 5 = very big problem) Dont 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 Dont read/speak English 2004 3.99 3.87 3.74 3.72 3.70 3.80 2006 2.75 3.25 3.37 3.21 2.79 3.78
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 3.52 3.49 3.39 3.28 3.18 2006 2.64 2.72 2.47 2.61 2.60
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 3.16 2.95 2006 2.13 2.04

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

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)
25.5% 37.3% 23.5% 13.7%
28.2% 28.2% 20.5% 20.5%
8.7% 21.7% 37.0% 30.4%
1.9% 14.8% 16.7% 35.2% 31.5%
2.0% 2.0% 12.2% 53.1% 30.6%
6.3% 10.0% 28.7% 53.8%

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)
7.8% 16.9% 39.0% 35.1%
20.5% 23.3% 30.1% 26.0%
1.8% 12.3% 24.6% 38.6% 22.8%
3.3% 16.7% 13.3% 40.0% 23.3%
12.5% 25.0% 18.8% 43.8%
14.3% 28.6% 28.6% 28.6%

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)
0.6% 13.2% 23.9% 34.6% 26.4%
0.6% 13.7% 18.0% 29.8% 37.3%

Reaching The US Hispanic Market DMA Study

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Reaching The US Hispanic Market DMA Study

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REACHING THE US HISPANIC MARKET: CONSUMER ATTITUDES AND BUYING BEHAVIOR

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

Age at Time of Immigration

Scope and Methodology of The DMA Hispanic Marketing Project

How to Read this Report

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

177 178 179 180

181 182 183 186 187

209 211 216

About the Survey

Definitions: Direct Buyers/Donors and Non-Buyers

Breakout of Single Channel Buyers and Multichannel Buyers

Demographics: Born in the US or Outside

Response to Catalog, Telephone & Television Marketing:

Response to Online Marketing:

Direct Ordering Trends:

Summary: Demographics of Hispanic Direct Buyers

Summary: Demographics of Hispanic Direct Buyers

Demographics of Hispanic Direct Buyers

Demographics of Hispanic Direct Buyers

Demographics of Hispanic Direct Buyers

Base 143 251 33 156 139 1 22

Percent 18.5% 32.4% 4.3% 20.2% 18.0% 0.1% 2.8%

Demographics of Hispanic Direct Buyers

Base 380 91 310 1 198 499 31 10 42

Demographics of Hispanic Direct Buyers

Base 296 459 465 312 5 14 15 36 82 146

Demographics of Hispanic Direct Buyers

Percent 13.8% 53.5% 20.8% 2.2% 0.3% 6.4% 2.9%

Demographics of Hispanic Direct Buyers

Demographics of Hispanic Direct Buyers

Summary: Demographics of Hispanic Non-Buyers

Demographics of Hispanic Non-Buyers

Demographics of Hispanic Non-Buyers

Demographics of Hispanic Non-Buyers

Demographics of Hispanic Non-Buyers

Demographics of Hispanic Non-Buyers

Demographics of Hispanic Non-Buyers

Percent 10.6% 47.2% 22.4% 6.8% 0.6% 6.8% 5.6%

Demographics of Hispanic Non-Buyers

Demographics of Hispanic Non-Buyers

Summary: Demographics of Hispanic Donors

Demographics of Hispanic Donors

Demographics of Hispanic Donors

Demographics of Hispanic Donors

Percent 18.9% 28.6% 2.9% 21.7% 18.3% 0.6% 6.3%

Demographics of Hispanic Donors

Demographics of Hispanic Donors

Demographics of Hispanic Donors

Percent 24.1% 37.0% 27.8% 1.9% 9.3%

Hispanic Donations to Charity

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

Summary: Demographics of Hispanic Mail Buyers

Demographics of Hispanic Mail Buyers

Demographics of Hispanic Mail Buyers

Demographics of Hispanic Mail Buyers

Percent 22.5% 33.3% 3.8% 18.1% 14.6% 2.2%

Demographics of Hispanic Mail Buyers

18.7% 69.2% 1.6% 1.9% 6.9%

Demographics of Hispanic Mail Buyers

Demographics of Hispanic Mail Buyers

Percent 14.7% 51.0% 19.6% 0.7% 9.8% 4.2%