latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Friday, May 27, 2011

Connecticut average age getting older (except for Hispanics)

Connecticut's median age is now 40, according to the U.S. Census. The New Haven Register reports it is one of 7 states in the U.S. with a median age over 40. What the article doesn't mention is that the Hispanic population in CT is only 27.

Why is this significant? First, the actual age of non-Hispanic Whites in Connecticut is 43; meaning the younger Hispanic population is why the overall median age is 3 years younger.

Second, as I wrote in March when the state Census figures were released, Hispanics accounted for 94% of the real growth in Connecticut. The total population increased by 168,532 people and the Hispanic population increase was 158,746. Non-Hispanic Whites actually decreased by nearly 100,000 people.

This means that Connecticut's future consumers, future business owners and the future workforce are going to be more and more Hispanic. And that is certainly significant and worth mentioning.

I really wish news articles on population changes told the whole story.

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Tuesday, May 24, 2011

More Latinos than Amish in Lancaster County

There's more carne asada being eaten than shoofly pies and more people named Jose than Jacob in Lancaster, Penn., according to an article in The Patriot-News.

"Increasingly, the flavors of this south-central Pennsylvania region — famous for its mud sales and outlets — bears a marked Latin accent that goes beyond language and cuisine. Latinos have forged a foothold in Lancaster County. In recent years, their population numbers have quietly surpassed that of the Amish. About 45,000 Latinos live in Lancaster County, according to the 2010 census. The census does not track the Amish or plain communities in Lancaster County. But in 2010, the Elizabethtown College center that studies the Amish estimated about 30,000 living in Lancaster County. "


Tuesday, May 17, 2011

Little goats get to go to college!

The subject line of a press release sent to me today reads, "La ayuda de los ganadores de lotería envía a cabritos a la universidad." Loosely translated it says "The help from lottery winners sends little goats to college." Don't get me wrong, I'm all for everyone having an opportunity to attend college.

The other problem with the translation is that for many Hispanics, words associated with "cabra" or goat refer to someone whose significant other cheated on them. When you call someone a "cabron" or a derivative of the word, it is a major insult/swear word. As such, my initial reaction was laughter about that, and less about little goats going to college.

I don't want to take away from Jacki and Gilbert Cisneros' generosity of establishing a $2.6 million scholarship fund with the Hispanic Scholarship Fund from their $266 million lottery winnings. They should be commended and emulated. I trust that their story will continue to get out there despite the literal and poorly translated press release from Lipman Hearne (the release has other problems as well).

As a blogger I receive many pitches and subscribe to different news services and sources. I enjoy reading what companies and organizations are communicating, but often read many poorly translated press releases. Grammatical errors, sure. But, most are literal and their originators don't take the time to make them more relevant for Hispanic readers. Just like advertising, press releases should also account for cultural relevance.

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Monday, May 16, 2011

Banks must focus on service as mobile banking increases

... so says a recent report by Forrester entitled, "The State of US Mobile Banking." Forrester also predicts that mobile banking will grow by an average of 20 percent per year over the next five years to reach 50 million U.S. adults by 2015. The growth is being driven by smartphone adoption as well as by banks efforts to support a wide variety of mobile device platforms.

As I wrote last year , Hispanics are rapidly adapting to mobile banking and now account for 30% of the mobile banking industry.

For Hispanics, perhaps more than non-Hispanic Whites, customer service is paramount in establishing brand preference, and building trust. With a large number of Hispanics being unbanked or underbanked, it's important for traditional financial service institutions to provide trustworthy services, that now must extend to mobile. Otherwise, retail outlets like Wal-Mart that are entering the industry will earn the Hispanic market share because of the relationships they've built with other services and products.

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