Posts tagged research
Digital marketers are focusing on Hispanics “with laser-like precision, using an array of research and marketing tools to understand and target them more effectively than ever before” due to ongoing Latino population growth, according to a new Center for Digital Democracy report.
Hispanics are the now using digital technology in their everyday lives.
They are the large users of smart phones, with 70 percent of Hispanics owning one, and spending more time on mobile phones than ever before and downloading more apps. Their consumption of online videos has also gone up.
Because of this rise in technology use, Internet advertising is especially effective in the Hispanic marketplace.
Hispanics are targeted through online ads, mobile apps, and social networking.
Latinos value family, friends, and information, which leads marketers to use more technology to connect with those values—all the time and on the go. They rely on these family and friend’s recommendations through social networking and digital communication. Other digital technology tools being used for spending are self-checkout machines, coupons printed off the internet, and searching for information online to research a product before purchasing.
While non-Hispanic spending has decreased, Hispanic spending has increased giving them a growing purchasing power and presence in the marketing world. This power leads companies to attempt to establish a trust with Hispanics in their advertising, emphasizing that the company’s product can successfully be used and integrated into their lives without detracting from their cultural traditions.
Kraft’s recent campaign is an example of what advertisers are doing to market directly to Latinos.
They created a slogan, “We know you’re going to love it,” which encouraged and reassured Hispanics that trying their product, Kraft Macaroni & Cheese, would be a great decision. They utilized social and mobile marketing to Hispanics, along with creating a mobile website, running TV spots, radio spots, and increasing the Spanish language features in their online and social network advertising.
Read more here.
…city officials cut obesity rates from 35% to 29%? (Pg 1)
…Latino families go “a day without sugar”? (Pg 3)
…Bodegas add healthier foods? (Pg 5)
Find the answers and more in the new Salud America! E-Newsletter.
Salud America! The RWJF Research Network to Prevent Obesity Among Latino Children is a national program of the Robert Wood Johnson Foundation. The program aims to unite and increase the number of Latino stakeholders engaged in community change and research on environmental and policy solutions to the epidemic.
The network is directed by the Institute for Health Promotion Research at The UT Health Science Center at San Antonio.
For more info, go here.
Latinas are beginning to rapidly gain power as main contributors to the economy and as leaders of an ambicultural lifestyle, according to a new report from Neilsen, an information and measurement company.
More Latinas than ever are seeking higher education, with 7 of 10 Hispanic high school female graduates enrolling in college. By having some form of education beyond the high school diploma is allowing more Latinas to become the sole breadwinners and monetary providers for their growing families.
However this does not diminish their roles as mothers and caregivers.
Their roles as both career driven women and nurturing mothers are reflected in their influence on the American market, with 86% of Hispanic women saying that they are the primary decision makers in their household when it comes to making purchases. They lead in purchases of fresh foods, perishable prepared foods, beverages, baby products, household merchandise, and beauty products. But their spending is not limited to commonplace purchases, they are also making big ticket investments like homes and cars.
The Latina role in the American market is not overlooked by advertisers, as they target this demographic heavily relying on their use of technology and social media. Latinas openly adopt technology and use it to support their ambicultural lives, through use of websites and devices that embrace both Hispanic and American life. Brands create meaningful connections and loyalty in customers through these cultural ties.
Latinas also are embracing the use of technology and media.
About 77% of Latinas own a smartphone, a higher percentage than non-Hispanic white women. Latinas tend to prefer mobile technology, like phones and tablets, as opposed to desktop computers and laptops. Social networking, communication, streaming entertainment, GPS services, and online banking are only some of the many ways that Latinas are using mobile technology.
With 87% of of Hispanic women feeling equally American and Latino at the same time, they will continue to influence the media and advertising world, according to the report.
Download the full report here.
U.S. Hispanic media spending has more than doubled from $2.8 billion in 2003 to $7.9 billion in 2012, according to a new report by Advertising Age (AdAge), a marketing and media trends magazine.
The 44-page report, AdAge’s 10th annual Hispanic Fact Pack, features data on trends, demographics, and news about the U.S. Hispanic Market.
The report explores Hispanic ad spending by medium, largest advertisers in the market, the largest media properties, today’s largest Hispanic ad agencies, time spent online by Hispanics, their purchase intent, population trends, and language preferences for Hispanic adults.
The report shows that the market is very different than it was ten years ago, with the fastest growth in the U.S. Hispanic market being a shift from foreign born to U.S.-born Hispanics, and that is heavily affecting the market.
The report also discusses how the new Hispanic media properties are now specifically targeting bilingual and English-speaking millennials.
This fact guide also discusses the importance of the Hispanic presence in the general U.S. market, and how there are many new additions to their list of the 25 largest Hispanic advertisers, including General Mills, Kraft Foods Group, and Mars Inc.
The 2013 Hispanic Fact Pack also contains data about marketers, 2012 ad spending and demographic trends, along with rankings of top attributes in advertising in TV, radio, newspapers, magazines, online media and social networking.
The 2013 Hispanic Fact Pack will be available free online through August 21, 2013, and will be available for purchase after that.
A recent study by the Children’s Nutrition Research Center in Houston, Texas has discovered an interesting correlation between obesity and peanut consumption. According to their study, Mexican-American children who consume peanuts at least once a week are less likely to be overweight or obese.
Currently, 39% of the Mexican-American children are classified as overweight or obese, compared to the 32% of all children in the United States- a fact that prompts studies like this, that explore what factors and foods affect childhood obesity.
Studies have long shown the health benefits of nut consumption for adults, aiding in lower lipid levels, lower body mass indices, and reduced risk of coronary artery disease. This study looks specifically at how these benefits relate to children.
It was found that the Mexican-American children in the study who ate peanuts had significantly higher intakes of several vitamins and micronutrients, such as magnesium and Vitamin E, along with having lower low-density lipoprotein and total cholesterol levels. These results show that the consumption of peanuts and/or peanut butter may be associated with lower weight status, improved diet, and lipid levels among Mexican-American Children.
Finding these key foods or health factors that may assist in reducing childhood obesity is vital, because they may also play a role in reducing obesity related diseases. Hispanically Speaking News discussed the research pointing out that, “These vitamins are often deficient amongst Mexican-Americans. Consumption of those vitamins, amongst others, helps reduce the risk for diabetes and heart disease.” More research will be needed to see how the consumption of peanuts plays a role in the overall health of children and adolescents.
Editor’s Note: This is the story of a graduate of the 2012 Èxito! Latino Cancer Research Leadership Training program. Apply by April 1, 2013, for the 2013 Èxito! program.
Alyssa De Santiago
Rancho Cucamonga, Calif.
As a first-generation college student, Alyssa De Santiago experienced many challenges because she had little help navigating her way through her undergraduate education.
But with a father who said she could do anything and a grandmother who would help her talk through any problems as she rolled and made tortillas, she capitalized on a strong support system to become her family’s first college graduate when she earned a bachelor’s degree in biology from Whittier College in California.
With experience as a pharmacy tech, children’s tutor, and public health intern, she is motivated to address health inequities suffered by Latinos and is working to achieve a master’s degree at Claremont Graduate University in California.
Seeking additional avenues to reach her goals, De Santiago applied for and was accepted into Éxito! Latino Cancer Research Leadership Training, which aims to increase research in Latino cancer disparities by encouraging master’s-level students and health professionals to pursue a doctoral degree and a cancer research career.
She learned from respected public health researchers and faculty that there are resources available and many different avenues that can lead to doctoral degree and a career in Latino cancer health disparities research.
“[Éxito!] helped me better understand what is involved with a PhD or DrPH program,” De Santiago said.
Editor’s Note: This post is part of an ongoing series that will highlight the Robert Wood Johnson Foundation’s work in Latino communities across the country.
As a part of its 40th anniversary commemoration, the Robert Wood Johnson Foundation (RWJF) will honor up to 10 individuals age 40 and under who offer great promise for leading the way to improved health and health care for all Americans. Each recipient of the Young Leader Award will get $40,000 as acknowledgement of his or her accomplishments in research, direct care, policy, technology, community programs or other areas.
Diversity and inclusion are core values of RWJF, and nominations of young leaders from the widest array of perspectives and experiences are encouraged. RWJF believes that the more its work includes diverse perspectives and experiences, the better it will be able to help all Americans live healthier lives and get the care they need.
The deadline for nominations is July 16 (11:59 p.m. EDT).
Awardees will be notified Sept. 24, and the Young Leaders will be announced publicly at an RWJF conference in Princeton, NJ, on Oct. 25-26.
To be eligible for a Young Leader Award, a candidate must:
- Have been working to improve health or health care for at least three years;
- Have contributed to improving health or health care through innovation and leadership;
- Be 40 years of age or younger as of July 16, 2012; and
- Be a citizen or permanent resident of the United States or its territories.
For more information on how to nominate a Young Leader, click here.
The 2012 International Society for Behavioral Nutrition and Physical Activity Annual Meeting, set for May 23-26, 2012, in Austin, Texas, is a unique opportunity to learn about behavioral nutrition and physical activity, interact with a broad constituency of leaders, and gain new insight into innovations in research, policy and practice.
Salud America! The RWJF Research Network to Prevent Obesity Among Latino Children, is an event sponsor. Salud America! is led by the Institute for Health Promotion Research at The UT Health Science Center at San Antonio, the team behind SaludToday.
Salud America! Director Dr. Amelie Ramirez is chairing two sessions: Environmental Determinants of Nutrition in Latinos (featuring the menu labeling work of Salud America! grantee Dr. Carmen Nevarez) at 9:30 a.m. CST and Combating Latino Childhood Obesity (featuring IHPR researcher Dr. Deborah Parra-Medina) at 4:30 p.m. CST on May 24. Dr. Parra-Medina also is involved in several other sessions as well.
Salud America! grantee Dr. Nelda Mier is part of a group presenting on personal and cultural influences on healthy behaviors among older Hispanics with diabetes born in the U.S. and Mexico at 2:30 p.m. CST May 24.
Salud America! grantee Dr. Meizi He is part of groups presenting two posters (perception and media-related intervention strategies to address obesity among Hispanic communities; college students’ perception of initiating a farmers’ market on campus) at 12:30 p.m. May 25, and is presenting her work on faith-based childhood obesity prevention at 3 p.m. May 25.
Other sessions involve Salud America! Advisors Drs. Amy Yaroch (food systems as an avenue for health promotion at 10:30 a.m. CST May 24), Elva Arredondo (physical activity promotion and obesity prevention in Latin America at 11 a.m. CST May 25) and James Sallis (perceived neighborhood environmental attributes associated with adults’ transport-related walking and cycling at 9 a.m. May 26).
SaludToday Guest Blogger: Dr. Amelie G. Ramirez
Obesity causes more than 15 percent of this country’s preventable deaths—more than alcohol, toxins, care accidents, gun-related deaths, drug abuse and STDs combined—and it causes a huge financial strain on the health care system. According to the Centers for Disease Control and Prevention (CDC), obesity affects approximately 34 percent of adults and 17 percent of children in the U.S. The agency recently estimated the costs of obesity at almost $150 billion per year.
The obesity statistics for young Latinos are particularly frightening. Mexican-American children ages 2 to 19 are more likely to be obese or overweight (40.8 percent) than white (31.9 percent) and African-American (30 percent) children. Among preschoolers, nearly one out of every four Latinos is overweight. Studies show that Latino children’s diets are less healthy, their access to healthy foods is more limited, they are less active in organized sports and they watch more TV.
But I don’t even need these statistics. All I have to do is visit my grandchild’s school, see Latino families shopping in stores or look outside at empty playgrounds. You and I can “see” the childhood obesity epidemic in predominantly Latino regions.
Across the nation, half of Latinos born today will develop diabetes. This disturbing statistic sometimes causes me to wonder if this will be the first generation where parents outlive their children. We can’t afford to let that happen.
That’s why efforts to reduce and prevent childhood obesity are so critically important, and that’s why Salud America!, The Robert Wood Johnson Foundation (RWJF) Research Network to Prevent Obesity among Latino Children, created a national network of more than 1,800 researchers, community leaders, policymakers and other stakeholders. The network works to increase the number of researchers and advocates seeking environmental and policy solutions to address Latino childhood obesity.
In December 2011, Salud America! unveiled three major research briefs examining current evidence on Latino childhood obesity issues: the availability of healthy, affordable foods, opportunities for physical activity and the impact of food marketing on diets. These briefs can help policymakers make critical decisions in crafting policies and allocating resources to address the epidemic, and they are designed to have widespread applicability to Latino childhood obesity advocacy organizations.
Also in December, 20 Salud America! pilot research grantees unveiled individual research briefs full of outcomes and implications for policy on Latino childhood obesity. One grantee found that, in examining body image perceptions among Latinos along the Texas-Mexico border, 32 percent of children believed they were overweight, but only 15 percent of parents reported seeing their children as overweight. Another grantee project demonstrated that small, independently owned restaurants in low-income Latino communities can help improve local nutrition environments by using menu labeling. Another project found that school district compliance with physical education policies may be an important determinant of Latino children’s fitness status. These grantees are models of “what’s working” to prevent obesity.
I urge you to join Salud America!. I also urge you to watch the below dramatic Latino childhood obesity video and use it as a “discussion starter” at school board meetings or community meetings about childhood obesity. You can also contact your local, state and federal leaders to encourage actions to reduce Latino childhood obesity and support healthier communities.
New research on this critical health issue will be presented during an expert panel, Mechanisms and Prevention of Obesity and Obesity-Related Diseases, at the annual conference of The Academy of Medicine, Engineering & Science of Texas on Jan. 13, 2012, in Houston. This panel is part of a conference session entitled The Obesity Epidemic that will include a keynote presentation by Dr. William H. Dietz, Director, Division of Nutrition, Physical Activity and Obesity, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention.
In the end, it is important to remember just how complicated the issue of childhood obesity is for Latinos and to know that efforts to solve this issue must attack the epidemic on every front; from nutrition to physical activity to media and marketing.
We each need to do our part to ensure that we’re not the first generation of parents to outlive our children.