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

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simmons hispanic data resources

Simmons Hispanic Data Resources

American Library Association Midwinter Conference

January 2008

  • Experian 2007. All rights reserved. Confidential and proprietary.
  • Experian and the marks used herein are service marks or registered trademarks of Experian.
simmons core studies


  • 18+ NCS/NHCS for all 209 DMA’s
Simmons Core Studies

National Consumer Survey (NCS/NHCS)

  • 25,000 Hispanic & non-Hispanic Adults 18+
  • Available with or without expanded Hispanic Demographic/Media sections

National Kids Survey

  • 2,200+ Kids 6-11

National Teens Survey

  • 2,200+ Teens 12-17

Broad Categories Measured

  • Lifestyle and Demographics
  • Newspapers, Internet & Magazines
  • TV, Movies & Radio
  • Food & Drink
  • Shopping
  • Electronics
  • Pets
  • Household Products
  • Toiletries
  • Health & Medicine
  • Home & Office
  • Money Management
  • Opinions
  • Automotive
simmons nhcs what s inside

Special Hispanic Demographics


Country of Birth/Year Moved to U.S.

Language Preferences

Number of Hispanic Adults in HHLD

‘Language and the Media’ Attitudes and Opinions

Consumer Behavior


600+ measures

Media Consumption

Print, TV, Cable, Radio, Internet

Product/Brand Consumption

8,000+ brands, 425+ categories

Segmentation Systems

Simmons Psychographic Scales*

COHORTS (General Market & Hispanic*)

Experian True Touch Segments*

Tipping Points

Waistband Segments

Simmons NHCS: What’s Inside
acculturation scale development
The first step in the development of the model was a theoretically-based investigation of the different pathways to acculturation and indicators of cultural identity.

The Premise:

Acculturation is not a one-dimensional pathway, that is, people don’t simultaneously drop one culture and pick up another.

People tend to integrate aspects from different cultures into their lives.

There tends to be a transition process from one culture to another.

The potential exists for people to never leave transitional, cultural identity stages in their lives.

Acculturation Scale Development
a selection of simmons cultural indicators
A Selection of Simmons Cultural Indicators

I often celebrate U.S. national holidays such as the Fourth of July and President’s Day.

I enjoy eating traditional American food.

When I’m with non-Hispanics, I like to share more about my Hispanic heritage.

I enjoy living the American lifestyle and customs.



My home has many things in it that remind me of my Hispanic heritage.

I have more Hispanic friends than non-Hispanic friends.

I often celebrate holidays from Hispanic countries.

I try to keep up with Latin music, news or sports from Hispanic countries.

example 1 spanish language magazines
Example 1: Spanish-Language Magazines


  • Hispanics/Latinos who have strong ties to their Hispanic culture over-index to the average Hispanic for having read a Spanish-language magazine.
example 2 spanish language cable
Example 2: Spanish-Language Cable
  • Hispanic/Latinos with a high original culture score over-index for having watched a Spanish-language cable network in the last 7 days.
  • Hispanics who have a weak attachment to their traditional culture and norms are least likely to have watched a Spanish cable network.


example 3 when moved to u s
Example 3: When Moved to U.S.?


  • Hispanics

who have weak ties to U.S. Culture are more likely to have moved to the U.S. within the last 9 years.


Product Placement Among Hispanics

Product Placement in Television – Agree Alot


Product Placement Among Hispanics

Product Placement in Movies – Agree Alot


Shopping Attitudes Among Hispanics

Shopping Psychographics – Any Agree

mme methodology w2 q1 07
Television (540)

102 Broadcast & Cable TV Networks

438 Broadcast, Cable & Syndicated programs

Viewing Environment

DVR, In home, Out of home

MME Methodology: W2 (Q1 ’07)
  • Nearly 1,000 media vehicles measured:

Print (150)

  • 150 Top Read Titles
  • Monthlies, Bi-monthlies, Weeklies
  • Hard copy/Online
  • Depth of read

Internet (293)

  • Top Ranked Ad-Supported Consumer Sites
  • Additional Magazine and Television websites
engagement dimensions


Life Enhancing

Social Interaction

Personal Timeout

Ad Attention/Receptivity

Engagement Dimensions
  • A set of six global Engagement Dimensions are measured across all media channels:
  • Television
  • Internet
  • Print
engagement dimensions1
Inspirational:I am inspired by this program, magazine or Internet site; I have an emotional connection to this program, magazine or site.

Trustworthy:I trust that this program, magazine or website tells the truth and does not sensationalize things.

Life Enhancing:I am always learning about new things and places from this program, magazine or website—things that help me make better decisions in my life

Social Interaction:This program, magazine or website constantly provides fodder for conversations that I have with friends and family

Personal Timeout:This program, magazine or Internet site is special to me – the time I spend with this media element is enjoyable and considered “time just for me”

Ad Attention/Receptivity:I am open to viewing/reading advertising on this program, magazine or Internet site because it is interesting and relevant to me

Engagement Dimensions
key findings inspirational media
Key Findings: Inspirational Media

Inspirational:I am inspired by this program, magazine or Internet site; I have an emotional connection to this program, magazine or site.

Most Inspirational Media

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

*Base: A18+

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

key findings multi channel signature analysis
Key Findings: Multi-Channel Signature Analysis

ESPN Properties

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

key findings television
Key Findings: Television


Inspirational 239 245

Trustworthy 285 286

Life Enhancing 259 236

Social Interaction 288 282

Personal Timeout 289 293

Ad Receptivity 250 221

*Ad-Supported Program Average

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

key findings magazine
Key Findings: Magazine


Inspirational 264 275

Trustworthy 314 325

Life Enhancing 306 302

Social Interaction 307 305

Personal Timeout 308 308

Ad Receptivity 297 286

*Ad-Supported Program Average

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

key findings internet
Key Findings: Internet


Inspirational 232 223

Trustworthy 308 308

Life Enhancing 290 280

Social Interaction 297 281

Personal Timeout 266 265

Ad Receptivity 249 230

*Ad-Supported Program Average

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

key findings television1
Key Findings: Television


Inspirational 246 245

Trustworthy 275 266

Life Enhancing 255 205

Social Interaction 283 268

Personal Timeout 284 297

Ad Receptivity 257 203

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

key findings magazine1
Key Findings: Magazine


Inspirational 278 273

Trustworthy 311 324

Life Enhancing 297 303

Social Interaction 309 305

Personal Timeout 310 308

Ad Receptivity 295 287

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

key findings internet1
Key Findings: Internet


Inspirational 293 223

Trustworthy 326 308

Life Enhancing 314 280

Social Interaction 337 282

Personal Timeout 310 254

Ad Receptivity 302 231

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

what is behaviorgraphics
What is BehaviorGraphics™?

A segmentation system, based on an integration of Nielsen and Simmons data, that organizes people based on their viewing behavior

new model 07 08
New Model – (’07-’08)
  • Trendsetters
  • Kid Focused
  • Renaissancers
  • Tee Timers
  • Picket Fences
  • Sarcastics
  • Sports Enthusiasts
  • Platinum Shoppers
  • Home & Family
  • Makeover Mavens
  • Real Adventures - NEW
  • Night Owls - NEW
  • Brass Tacks - NEW
  • Urbanites
  • Film Fanatics - NEW
  • Careful Consumers
  • The Good Life - NEW
  • Potentials
  • Social & Savvy
  • Pragmatists
  • Work Hard-Play Hard
  • Daytime Dramatics
  • Technofiles
  • All About Los Ninos
  • Informaticos
  • Spanish Heritage Aficionados
  • Musica Fans
  • Familia y Futbol
  • Happy Casa
  • New Traditionals
  • Compra-Holics
  • Este Momento
  • Stats:
  • New Model:
  • 32 Total Segments
    • 23 English Language TV Genres
    • 9 Spanish Language TV Genres
  • 5 New General Mkts Segments
  • 18 Returning
  • 5 non-Returning:
  • -Investigators
  • -Family Traditions
  • -Just the 2 of Us
  • -Media Heads
  • -Gold Standard
a few of the 2006 behaviorgraphics
A few of the 2006 BehaviorGraphics


  • How many BehaviorGraphic segments are there?
    • In the 2006-2007 model there are 23 adult segments in the NTI and 23 Hispanic adult segments in the NHTI
  • How stable is the system year to year?
    • Typically we see 70% to 80% of the segments return year after year.
    • Segments based on “established” programming like cable news or primetime news magazines are more stable, whereas segments based off niche programming are often less stable

Primary Genre

Primetime Reality/Sitcoms

Platinum Shopper

Young & well-off

Fashion conscious

Mobile lifestyles, dining out, movies, and nightclubs

Influential; others seek them out for advice before making a big purchase

Primary Genre

Crime Programs


Down-home lifestyles, cooking, gardening, country clubs, environmental organizations and church organizations

Go to museums or to the theater

Traditionalists who are brand loyal with conservative tastes

Primary Genre

Popular Primetime Dramas

Gold Standard

Upscale, self-assured group who are very efficient and organized

Having everything in order & juggling various tasks is key

Want to look good, stay young, be healthy and enjoy the finer things in life


BG 32: Este Momento

  • Este Momento are confident, young Hispanics who are single and unencumbered
  • They enjoy being the go-to- person among their friends for health and nutrition, as well as fashion
  • They want to be noticed and like to wear clothes that get them the attention they crave
  • Friends are their focus and they enjoy spending time with them eating out, shopping, going to concerts or going to the movies
  • Novelas on Azteca America are a favorite
  • Living in the moment is what this group does best!
local consumer study lcs
The LCS builds upon the accredited Simmons survey process integrating 5 years of Simmons data with household and geographic data from other trusted sources to reveal a unique GeoBehavioralSM fingerprint for every U.S. Census block group.Local Consumer Study (LCS)
local consumer study lcs1
The most recent year’s Simmons survey respondents are compared and scored to the GeoBehavioralSM fingerprint of each block group. Respondents are sampled to represent the population in that block group based upon the comparison score.Local Consumer Study (LCS)
local consumer study lcs2
Sample sizes larger than any other local research study

Average sample size in LCS markets is approximately 27,000

Large sample means more stable and more reliable results

Ability to deliver syndicated insights for every media market

Block group fingerprints more reliably reflect marketplace nuances

The only cost-effective model to capture extensive insight in every market

Local Consumer Study (LCS)

There are many benefits to the patent-pending GeoBehavioralSM methods used in the Local Consumer Study

(U.S. Patent Application Serial No. 11/018,976 “Information Modeling and Projection for Geographic Regions Having Insufficient Sample Size”) and protected by US patent law

case study regional bank market to hispanics
Case Study: Regional Bank Market to Hispanics

Challenge: Begin Reaching More Hispanic Consumers

A regional bank needs to determine how to begin marketing to area Hispanics and at which have the highest potential to serve Hispanic customers?

case study regional bank markets to hispanics
Case Study: Regional Bank Markets to Hispanics

Consumer Profile:

The detailed insights in ELMS show that Greensboro area Hispanics are primarily of Mexican heritage and that over half were born outside of the United States and speak only or mostly Spanish.

case study regional bank market to hispanics1
Case Study: Regional Bank Market to Hispanics

Geographic Targeting: Hispanic Banking Prospects

ELMS shows which branches have the highest potential to serve Hispanic customers by quickly plotting the Hispanic concentration within every ZIP code.

case study regional bank markets to hispanics1
Case Study: Regional Bank Markets to Hispanics

Consumer Profile: How to Reach Area Hispanics

ELMS provided insights on how to reach and message to the Greensboro area Hispanics