Back in February I wrote
a post about why marketing to Hispanics makes more sense in a down economy.
Now, a study by Experian Simmons
, shows Hispanics are less affected by the recession, tend to be more positive about it, shop more often and are more receptive to TV ads than the general population.
Specifically, compared to non-Hispanics:
-- More Hispanics (34 percent) expect to be better off financially in the next 12 months vs. 25 percent for non-Hispanics,
-- More Hispanics believe the economy will improve in the next 12 months, 29 percent versus -- -- Hispanics are less burdened with potential debt with only 45 percent of Hispanics having credit cards vs. 71 percent of non-Hispanics, fewer Hispanics have loans, 34 percent versus 53 percent for non-Hispanics