Wednesday, August 5, 2009

Starcom/Telemundo Studies Hispanic Consumer Behavior

Starcom MediaVest Group has linked with Telemundo to expand its "Beyond Demographics" research initiative to the Latino market. The pair are undertaking a study looking to offer insight into consumer behavior for the U.S. Hispanic market.

SMG and Telemundo said the Latino market has an estimated population of 45 million and buying power of $860 billion-plus.

In 2007, SMG led the first initiative under the "Beyond Demographics" umbrella that explored aspects of the African-American consumer and revealed "12 archetypes" within the broader community.

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