Seg-men-tosSM Statement
Developed from a sample of 150,000 Hispanic households, Seg-men-tosSM provides demographic and lifestyle information on the more than 12 million households that make this segment. The segmentation system features 9 segment groups, allowing marketers and communicators to reach this segment with precision. Each segment ranges from 2-5 million people with similar characteristics such as language preferences, affluence, geographic region, cultural heritage and life stage.
Variables used to construct Seg-men-tosSM
To develop Seg-men-tosSM, EurekaFacts has made use of the most complete and robust information sources available. Data from the U.S. Census Bureau such as the Census 2000 and from the yearly updated American Community Survey from the 2006, US Bureau of Labor Statistics, other large databases and qualitative data collected through independent research studies. Hispanic population data was analyzed to determine the most important demographic variables that determine their segmentation. Statistical multivariate techniques determined the most crucial variables that generate segments in the Hispanic market.
Statistical Methods
Seg-men-tosSM uses factor and cluster
analysis to model the different segments of the U.S. Hispanic population. Through factor
analysis it was possible to find the demographic variables that support in the
segmentation. Result crucial variables for the segmentation model were used including
key data such as geographic location, household structure, life-stage, household income,
education attainment, language spoken at home, and country of origin, among others.
A number of multivariate analysis techniques were used to determine the optimal
number of segments and to organically evaluate the trends in the Hispanic data.
Eight different Hispanic segments that shared demographics, lifestyle,
acculturation and other attributes were found. Finally, segments
of various sizes were aggregated into groups sharing similar attributes to make
segments of appropriate size for communications and marketing purposes.
Seg-men-tosSM Precision Targeting
Seg-men-tosSM provides demographic variables of Hispanic households at the zip code level. Seg-men-tosSM are available at the PUMA (Public Use Micro data Area ) level, being the most precise Hispanic segmentation tool in the market today. Specific attributes at the zip code level are derived from our datasets that contain information at lower levels of geography (Census block level).