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Analytics, Segmentation and Marketing to the Hispanic Mom

Mar 27, 2013

I’m a regular reader of Jose Villa’s blog on MediaPost’s Engage:Hispanics, and his latest post jumped out at me. Not for its perfectly valid main theme – the need to jettison broad assumptions about the Hispanic audience – but for its link to a report on the segmentation of a group with considerable buying power: the Latina mom.

The Axis report, Segmenting Hispanic Moms, mentions the hoary old stereotype of the Latina mom as a conservative, telenovela-watching, stay-at-home minder of three-plus kids.

I would like to say that I have plenty of Latina friends who have 1-2 kids and I have friends with no kids. Who have careers. Who are liberal. And who wouldn’t be caught dead watching a telenovela. But I digress.

As expected, the study tells us that Hispanic moms most likely to fit the stereotype are those in the 45-plus age group. But I was surprised to read that, according to the researchers, moms in the 18-44 year range are “most likely to believe a woman’s place is in the home.”

I’m sure that, among the many Latina moms I know in this age range, there may be some who think that. But for the life of me I can’t imagine who they could possibly be. The point is, 18-44 is such a broad range that, even within it, there’s vast diversity.

Regardless, the idea of segmentation stood out, as I’ve recently had to do a lot of cramming on this subject as part of my work for a client called OtherLevels – a mobile analytics start-up that specializes in measuring audience response to marketing messages on mobile devices. The company just expanded its services to include analysis of a broader range of opt-in messaging types: SMS, mobile email, push notifications and a host of in-app notifications.

The company’s software gathers data on how its clients’ customers interact with these messages and which messages lead to conversions such as sales or social shares, giving brands a detailed picture of their customers’ preferences – and allowing them to place customers in ever-more-precise segments based on shared interests.

Perhaps this could be a good way to help segment the Hispanic mom audience. After all, research shows that:

  • 86% of Latinos have mobile phones and 49% of those are smartphones
  • According to the same study, 76% of Latino mobile phone owners use the devices to go online
  • Over 68% of American moms use their smartphones or tablets to shop
  • 89% of US women say they’re most responsible for purchasing household goods and services

As mobile wallets such as Google’s and reward program aggregator apps such as Apple’s Passbook become more widely adopted, it’s likely that the number of moms – including Hispanic moms – shopping on their devices will keep growing.

After all, the Latina mom-segmentation report characterizes mobile technology as very important to all segments profiled – expectant and single moms, 18-44-year-old moms and affluent moms – except the 45-and-over group.

The Hispanic audience as a whole is broadly becoming less conservative and that means more people embracing roles and identities outside the norm – with an ever-growing range of enthusiasms. Finding a way to pinpoint those enthusiasms for more precise audience segments will be vital for marketers in the coming years.

What’s your take? What do you think marketers should be doing to narrow down segments within the Latino audience? Feel free to share your comments below!

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