Reaching the US Hispanic Market DMA Study

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    REACHING THE US HISPANIC MARKET:

    CONSUMER ATTITUDES AND BUYING BEHAVIOR

    May 2006

    Commissioned By: On Behalf Of: Conducted By:

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    The Direct Marketing Association (www.the-dma.org) is the leading global trade association of business and nonprofit organizations using andsupporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance asthe key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve resultsthroughout the entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from theUS and 46 other nations.

    In 2005, companies spent an estimated $161 billion on direct marketing in the United States. Measured against total US sales, these advertisingexpenditures generated an estimated $1.85 trillion in increased sales in 2005, or 7% of the $26 trillion in total sales in the US economy (which includesintermediate sales). All together, direct marketing accounted for 10.3% of total US GDP in 2005.

    The Power of Direct: Relevance. Responsibility. Results.

    Copyright May 2006 by Direct Marketing Association,Inc.

    ISBN: 1-931361-66-5

    All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

    mechanical, photocopying, recording, or otherwise without the prior written permission of the copyright owner.

    Printed in the United States of America

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    The Direct Marketing Association (DMA) and DMAsDirecto: Council for Hispanic Marketing are very pleased

    to present the second edition of Reaching the USHispanic Market: Consumer Attitudes and BuyingBehavior the most authoritative research resource ondirect marketing to the US Hispanic consumer.

    Most of us already know that the US Hispanic market istremendously important, and grows more so every year.

    With over 49 million Americans of Hispanic descent, theUS is now the worlds fifth-largest Spanish-speakingcountry. Census projections indicate that by 2035, morethan 25 percent of the American population will be ofHispanic descent. And by 2050 the Hispanic population isexpected to reach 102 million a three-fold increase from2005.

    Yet many direct marketers may notknow that:

    Major cities in the Southern US, such asCharlotte, Atlanta and Nashville have seen themost dramatic Hispanic growth.

    Over 1/3 of Hispanic households earn over

    $50,000 per year.

    Hispanic-Americans purchasing power currentlyexceeds $700 billion and is expected to reach $1trillion by 2008.

    Hispanic purchasing power has increased at a compoundannual growth of 7.7%.

    DMAs Directo: Council for Hispanic Marketing focuses onhelping direct marketers reach this lucrative market througheducation, research and networking. Reaching the USHispanic Market: Consumer Attitudes and Buying Behavior 2006 Editioncaptures the most recent data about

    Hispanic-American attitudes towards shopping from homeand identifies their current buying patterns and trends.

    Tap into this Surging Market:

    Covering all major marketing channels, including directmail/catalog, Internet/e-mail, telephone, and television, this

    report will help consumer marketers create a strategy thateffectively addresses this increasingly important segment ofthe US population.

    With this report you can :

    Profile the demographics of the Hispanic-Americanpopulation.

    Understand the attitudinal differences between buyersand non-buyers.

    Know which language to use when communicating withHispanic consumers.

    Foreword

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    Uncover the factors that lead to infrequentdistance shopping.

    Identify ways to increase Hispanic consumersdirect-response shopping.

    Using our easy-to-read PowerPoint slide format, you cananswer questions about the Hispanic market like:

    Should you use the same language for direct

    mail, television, and online offers?

    Which Hispanics prefer to shop from home andwhich do not?

    How will Hispanic buyers and non-buyerspurchase via direct channels in the future?

    In addition to the standard demographic break-outs such as age, income, gender, or education our reportcaptures special demographics that make it unusuallyvaluable, including:

    Born in US or outside.

    Spanish-speaking country of origin.

    Number of years in the US.

    Employment Status.

    Age at Time of Immigration

    As you will see, the resulting data demonstrates the manyways these diverse Hispanic segments engage with directmarketers.

    However, as with the first edition, this edition of our reportalso finds that issues such as the need to see and feelmerchandise or perceptions of trust can continue topose challenges. Of course, these challenges exist tosome extent in the overall U.S. population as well. Butalready in this second edition of our report, we findevidence indicating the challenges of the Hispanicpopulation becoming less pronounced.

    The DMA and its Directo: Council for Hispanic Marketing

    look forward to helping readers gain even more marketshare among Hispanic consumers in the future.

    Anna Chernis

    Senior Research Manager

    Direct Marketing Association, Inc.

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    This report is structured to provide a general overview ofthe findings in the executive summary as well as to providefull demographic detail in the following sections. Trend datacomparing 2006 and 2004 findings have been providedwhere possible.

    The section on Direct Buyers/Non-Buyers/Donors profilesthe characteristics of the overall sample by age, income,gender, education, born in the US or not, number of yearsin the US, marital status, children, and employment.Section three focuses Language Preference on the veryimportant topic of the impact of language in direct

    marketing advertisements.

    The next five sections focus on Hispanic behavior andperceptions regarding the specific direct marketingchannels: direct mail, catalog, online/e-mail, telephone, anddirect response television.

    Following the media categories, the section on Direct Order

    Trends/Attitudes focuses on methods of purchasing, 800numbers, mail, online or fax, payment trends, i.e. creditcards, checks, money orders, etc. and views on futuredirect purchases. The final section Non-Buyer Profile ofthe report covers input from the 300+ respondents who donot purchase through direct channels and their reasons fornot doing so.

    How to Read this Report

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    The Direct Marketing Association would like to thank anumber of people and organizations that contributed to thedevelopment and completion of this research report.

    We are grateful for the dedicated guidance of the Directo:Council for Hispanic Marketing s Research Committee:Lori Collins (Focus USA), Gustavo Gruber (Banta Direct

    Marketing Group), Cesar Melgoza (GeoscapeInternational), Michael Saray (Michael Saray HispanicMarketing), and Peter Tardif (Time Life/Direct HoldingsAmerican, Inc.) Additional thanks goes to Felipe Korzenny,PhD. (Florida State University) and Alberto Ferrer (TheVidal Partnership) for providing their input intoquestionnaire design. This committee was instrumental in

    bringing the project in its current stage.

    Jon Wivagg of DataSource (an affiliate of NuStats), aresearch firm with a specialization in the Hispanicconsumer market, managed all aspects of data collection(telephone interviews), provided a summary report, andwas extremely helpful in helping to interpret the data and

    assist with additional cross-tabulations.

    Cristina Buzovi, of the DMA Research and MarketIntelligence department, contributed in producing andediting the tables compiled in this report.

    Once again, the output of this report is a reflection of thetime and effort provided by the many individuals involved.Please feel free to contact me if you have any questions or

    comments.

    Anna Chernis

    Senior Research Manager

    [email protected]

    (212)768-7277 Ex. 1559

    A Note of Gratitude

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    TABLE OF CONTENTS

    Page Number

    IntroductionForeword i

    Table of Contents vi

    I. Executive Summary 1

    II. Respondents Demographics

    Direct Buyers 17Non-Buyers 27Donors 36Mail Buyers 44Catalog Buyers 51

    Online Buyers 58Telephone Buyers 65Television Buyers 72

    III. Language Preference

    Language Preference Summary 79Preferred Language for Speaking 83

    Preferred Language for Reading 88Preferred Language for Advertising Mail 93Preferred Language for Catalog 103

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    Preferred Language for Online Browsing 105Preferred Language for E-mail Communication 110Language of Telephone Calls Received 111Preferred Language for Television Offers 114

    IV. Mail Marketing

    Response to Mail Marketing Summary 121# Advertising Mail Pieces Received 125Perception of Quantity of Advertising Mail Received 128Perception of Usefulness of Direct Mail Offers 134Types of Direct Mail Received 139Viewing Habits Regarding Direct Mail 141

    Amount Spent on Direct Mail Purchases 148Products Bought from Direct Mail Offers 149

    V. Catalog Marketing

    Response to Catalog Marketing Summary 150

    # Catalogs Received 151Perception of Quantity of Catalogs Received 154

    Products Bought from Catalogs 159Amount Spent on Catalog Purchases 160

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    VI. Online/E-mail Marketing

    Response to Online Marketing Summary 161Source of Internet Access: Home/Work/Both 162# of Hours Spent Online in a Typical Week 166Internet Connection 167Searching Habits 170# of Web Purchases Made in last 12 Months 171Amount Spent on Online Purchases 172

    Products Purchased from Web sites 173Made a Purchase from an E-mail Offer in last 12 Months: Yes/No 175# of E-mail Purchases Made in last 12 Months 176

    VII. Telephone Marketing

    Response to Telephone Marketing Summary 177

    # of Calls Received 178# of Purchases in the Last 12 Months 179Products/Services Most Likely to Purchase by Telephone 180

    VIII. Television Marketing

    Response to Television Marketing Summary 181Ways TV Purchases are Made 182# of Purchases in the Last 12 Months 183Amount Spent on Purchases from Television Offers 186Products/Services Purchased from a Television Offer 187

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    IX. Direct Ordering Trends/Attitudes (Buyers)

    Direct Ordering Trends Summary 188

    Ordering Methods Used 189Number of Credit Cards 191Payment Methods 194

    Reasons for Shopping Direct 197Likelihood of Future Direct Purchases 204

    X. Non-Buyer Profile

    Reasons for Not Buying from Home 209Ranking of Reasons/Factors Discouraging Buying from Home 211

    Likelihood of Future Direct Purchases 216

    XI. Report Sponsors

    XII. Appendix

    Page Number

    TABLE OF CONTENTS

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    1

    Ex ec ut ive Sum m ary

    About the Survey Nationwide sample of Hispanics (about 10,000 records used).

    Sample was pre-screened for age (18 years+) and Hispanic ethnicity.

    Households with employees of market research or direct marketingcompanies were disqualified.

    Quotas were set for 70% of respondents to be direct response buyersand 30% non-buyers.

    There were 1,116 completed interviews for the analysis (788 directbuyers and 328 non-buyers).

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    Ex ec ut ive Sum m ary

    Definitions: Direct Buyers/Donors and Non-Buyers Direct Buyer (n=788): the person buys products/services from mail,

    catalog, online, telephone, or DRTV offers or makes donations inresponse to mail, online, telephone, or DRTV solicitations.

    Donor (n=159): the person donates and buys from mail, catalog, online,telephone, or DRTV offers.

    Non-Buyer (n=328): the person does not buy from mail, catalog, online,telephone, or DRTV offers.

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    Ex ec ut ive Sum m ary

    Breakout of Single Channel Buyers and Multichannel Buyers

    Of those 788 individuals who made purchases from mail, catalog,online, telephone, or DRTV offers or have made donations, 36%purchased through more than one channel :

    506 bought through only one channel

    194 bought through 2 channels

    75 bought through 3 channels

    12 bought through 4 channels 2 bought through all 5 channels

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    Ex ec ut ive Sum m ary

    Demographics: Age

    Direct Buyers: Close to 55% in 2004 vs. 41% in 2006 of direct buyers are inthe age range of between 25-44 years old.

    Non-Buyers: The distribution among age ranges of non-buyers is quite similarto buyers with most (54%) being between 25-44 years old in 2004, while in2006 older adults are most likely to be non-buyers.

    Donors: In both 2004 and 2006, the majority of donors are between the agesof 25-44 years old.

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    Ex ec ut ive Sum m ary

    Demographics: Income

    Direct Buyers: Both in 2004 and 2006, incomes of direct buyers arespread fairly consistently among those earning below $15,000 and as highas $75,000.

    Non-Buyers: Close to half of non-buyers had incomes below $25,000 in2004. In 2006, the majority of non-buyers (63%) have incomes below$35,000.

    Donors: 46% of donors earned $25,000 or less and 29% earned between

    $25,000-$50,000 in 2004. In 2006, there is a fairly even distribution ofdonors across income levels between $15,000 and $75,000.

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    Ex ec ut ive Sum m ary

    Demographics: Education

    Direct Buyers: In 2004, more than 45% of direct buyers either graduatedfrom college or completed some college work. In 2006, 51% of directbuyers graduated from high school or have some high school education.

    Non-Buyers: More than three quarters in 2004 and 69% in 2006 of non-buyers did not have education beyond high school only 14% in 2004 and21% in 2006 attended or graduated from college.

    Donors: There is a close split of donors that graduated from high school

    or have some high school education (48%) and donors that eithergraduated from college or completed some college work (40%) in 2006. In2004, 60 % of donors did not had education beyond high school.

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    Ex ec ut ive Sum m ary

    Demographics: Born in the US or Outside Direct Buyers: More direct buyers (53%) were not born in the US in 2004,in contrast to 2006, when more direct buyers (59%) were born in the US.

    Non-Buyers: 77% of non-buyers were not born in the US in 2004. In

    2006, there is an equal split 49% each of direct buyers born in the US andborn outside.

    Donors: Most donors (65%) were not born in the US in 2004. Meanwhile,most donors (66%) were born in the US in 2006.

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    Ex ec ut ive Sum m ary

    Language Preference: In 2004, 70% of interviews were conducted in Spanish. In 2006, thisfigure was about 44%, indicating an overall trend of increasedacculturation.

    Merely 18% of respondents spoke English only or preferred English in2004, while in 2006 this percentage nearly doubled to 34%.

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    Ex ec ut ive Sum m ary

    Language Preference: When looking at reading preferences, 44% of respondents choseSpanish Only or Spanish Preferred, whereas 39% prefer to read inEnglish.

    In 2004, it appeared that most Hispanics preferred viewing DRTV ads inSpanish, while in 2006 77% of respondents who purchased in response toTV marketing reported responding to a commercial or infomercial that wasin English.

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    Ex ec ut ive Sum m ary

    Response to Mail Marketing:

    The majority of Hispanics (55% in 2004 vs. 70% in 2006) receive six ormore pieces of advertising mail per week.

    Overall, 39% of Hispanic consumers in 2004 vs. 35% in 2006 said theyglance at or skim the direct mail they receive. Compared to the total US

    population, more Hispanics (35%) glance at or skim through direct mail vs.only 15% of the total US population who usually read it.

    Close to half of all the respondents (49% in 2004 vs. 42% in 2006) saidthey received just the right amount of advertising mail in their homes.

    Compared to the total US population, Hispanics are more tolerant towardsreceived advertising mail. 49% of Hispanics vs. 38% of the total USpopulation said they received just the right amount or they wouldnt mindreceiving more.

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    Ex ec ut ive Sum m ary

    Response to Catalog, Telephone & Television Marketing: 30% of catalog respondents receive only one catalog a week and 20%receive two.

    The same percentage of buyers who receive 3-5 telemarketing calls a

    week and of buyers who receive more than 12 calls respond to telephonemarketing 27%.

    In 2006, one-third of respondents who made purchases from TV offerssaid they had made a purchase from a home shopping channel.

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    Ex ec ut ive Sum m ary

    Response to Online Marketing:

    37% (2006) vs. 25% (2004) have online access both at their homes andat the office.

    72% of online buyers have broadband connection at home. 67% came across Web sites that they purchased from search engines.

    Clothing/apparel/shoes and CDs/videos/music were the most often citedcategories for products purchased online (29% each in 2004 and 36% and30% respectively in 2006).

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    Ex ec ut ive Sum m ary

    Direct Ordering Trends: In 2006, 51% of Hispanic buyers had more than one major credit card up from 41% in 2004.

    Compared to all buyers, Hispanic buyers place more orders by phone

    (49% vs. 33%).

    Credit card ownership has increased among Hispanic consumers and sohas the usage of credit cards as a payment method when shopping fromhome (53% in 2004 vs. 63% in 2006).

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    Ex ec ut ive Sum m ary

    Reasons for Shopping Direct:

    Almost half of all Hispanics cite convenience of shopping from home as

    a reason for making direct purchases. When analyzing by media this

    reason is most frequently cited in reference to online purchases (63%),

    followed by television (56%) and catalog (54%).

    Time saved was the third top ranked reason in 2004 noted by 25%,

    which in 2006 increased to 35%.

    25% in 2006 vs. 27% in 2004 view discounted and reduced prices as an

    incentive to shop from home or office.

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    Ex ec ut ive Sum m ary

    Non-Buyers:

    DMAs research also targeted Hispanic consumers who do not purchase

    products or services through direct marketing channels. These results

    reflect our findings from 328 non-buyers.

    The majority of respondents (68%) cited two main reasons for not buying

    from direct advertising offers. More than a third (39% in 2006 vs. 21% in

    2004) said that they were not interested in items advertised, while 29% in

    2006 vs. 37% in 2004 indicated that they preferred to see and touch

    items.

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    Ex ec ut ive Sum m ary

    Non-Buyers:

    Respondents were asked to identify factors vs. reasons why they werediscouraged from buying through direct channels.

    Reasons:Lack of trust, privacy concerns, and a need to see products

    remain the most important reasons Hispanics give for not responding to

    direct marketing. For Spanish-speaking respondents, the language barrier

    is a key issue.

    Factors:On a scale of one to five where one is not a problem and five is a

    very big problem, respondents gave an average score of almost 4 in 2004to not trusting companies that sell through direct channels. In 2006, this

    number decreased to 2.75.

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    Sum m ary: Dem ograph ic s o f H ispanic Di rec t Buyers

    60% of all direct buyers are in the age range of 25-54 years.

    Female direct buyers outnumber males by almost two to one.

    The incomes of direct buyers are spread fairly consistently

    among those earning below $15,000 and as high as $75,000.

    51% of direct buyers graduated from high school or have

    some high school education.

    Sum m ary: Dem ograph ic s of Hispanic

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    Sum m ary: Dem ograph ic s o f H ispanic Di rec t Buyers

    While the majority of direct buyers work full time, a significant

    percent (39%) are not employed.

    The majority (63%) of direct buyers are married or living with a

    partner.

    More direct buyers (59%) were born in the US.

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    Direct Buyers (n=788) Base Percent

    Age

    Female 527 66.9%

    Male 261 33.1%

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    Direct Buyers (n=788) Base PercentIncome

    $150,000 6 0.8%

    Don't know 53 6.7%

    Refused 44 5.6%

    Dem ograph ic s o f Hispan ic Di rec t Buyers

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    Direct Buyers (n=774) Base Percent

    Education

    Some high school or less 143 18.5%

    Completed high school 251 32.4%

    Trade or technical school 33 4.3%Some college 156 20.2%

    Graduated college 139 18.0%

    Some graduate work 1 0.1%

    Completed graduate/post-graduate school

    22 2.8%

    Dem ograph ic s o f Hispan ic Di rec t Buyers

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    Direct Buyers (n=788) Base Percent

    Employment

    Divorced 31 3.9%

    Widowed 42 5.3%

    Separated 10 1.3%

    Full time (30 hours per week) 380 48.2%

    Part time (

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    Direct Buyers (n=312) Base Percent

    Age at Time of Immigration

    1-10 years old 43 13.8%

    11-25 years old 167 53.5%

    26-40 years old 65 20.8%41-55 years old 7 2.2%

    56 or older 1 0.3%

    Dont Know 20 6.4%

    Refused 9 2.9%

    Dem ograph ic s o f Hispan ic Di rec t Buyers

    Dem ograph ic s of Hispan ic Di rec t Buyers

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    State of Residence

    Number of Respondents

    (n=788)

    State Base Percent

    Arizona 65

    236

    30

    3

    46

    5

    52

    4

    133

    1

    8.2%

    California 29.9%

    Colorado 3.8%

    Connecticut 0.4%

    Florida 5.8%

    Georgia 0.6%

    Illinois 6.6%

    Indiana 0.5%

    Kansas 1.6%Massachusetts 0.4%

    Minnesota 0.1%

    Dem ograph ic s o f H ispan ic Di rec t Buyers

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    Sum m ary: Dem ograph ic s of Hispanic

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    Sum m ary: Dem ograph ic s o f H ispanic Non-Buyers

    Older adults are most likely to be non-buyers.

    The majority of non-buyers (63%) have incomes below

    $35,000.

    69% of non-direct buyers did not have any education beyondhigh school--only 21% attended or graduated from college.

    A higher percentage of non-buyers than direct buyers (53% vs

    39%) are unemployed.

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    D hi f Hi i N B

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    Non-Buyers (n=519) Base PercentIncome

    $150,000 1 0.2%

    Don't know 67 12.9%Refused 42 8.1%

    Dem ographic s of Hispanic Non-Buyers

    Dem ographic s of Hispanic Non Buyers

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    Non-Buyers (n=519) Base Percent

    Education

    Some high school 177 34.1%

    Completed high school 182 35.1%

    Trade or technical school 25 4.8%

    Some college 74 14.3%

    Graduated college 35 6.7%Some graduate work 3 0.6%

    Completed graduate/post-

    graduate school 5 1.0%

    Refused 18 3.5%

    Dem ographic s of Hispanic Non-Buyers

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    Dem ographic s of Hispanic Non Buyers

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    Non-Buyers (n=328) Base PercentChildren

    Yes 102 31.1%

    No 214 65.2%Born in the US

    Yes 159 48.5%No 161 49.1%

    Time in the US (n=161)

    Less than 1 year 6 3.7%1-3 years 9 5.6%3-5 years 9 5.6%5-10 years 13 8.1%10-20 years 40 24.8%20+ years 75 46.6%

    Dem ographic s of Hispanic Non-Buyers

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    Dem ographic s of Hispanic Non-BuyersNumber of Respondents

    (n=328)

    State Base Percent

    Arizona 22

    86

    36

    4

    92

    13

    3

    7

    4

    3

    6.7%

    California 26.2%

    Colorado 11.0%

    Connecticut 1.2%

    Florida 2.7%Georgia 0.6%

    Illinois 4.0%

    Indiana 0.9%

    Kansas 2.1%

    Massachusetts 1.2%

    Michigan 0.9%

    State of Residence

    Dem ographic s of Hispanic Non-Buyers

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    Number of Respondents(n=328)

    State Base Percent

    Missouri 1 0.3%

    0.9%4.9%

    12.8%

    0.9%

    4.0%

    0.3%

    0.3%

    14.0%

    0.6%

    0.3%

    1.8%

    Nebraska 3New Jersey 16

    New Mexico 42

    Nevada 3

    New York 13

    Oregon 1

    Pennsylvania 1

    Texas 46

    Virginia 2

    Washington 1

    Wisconsin 6

    State of Residence

    Sum m ary: Dem ographic s of Hispanic

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    36

    Sum m ary: Dem ographic s of Hispanic Donors

    The majority of donors are between 25 and 54 years old.

    Females are by far (65%) more likely to make donations than

    males (35%).

    There is a fairly even distribution of donors across incomelevels between $15,000 and $75,000.

    Most donors (66%) were born in the US. And almost 60% of

    those who were not born in the US indicated that they had

    been in the US for 20 years or more.

    Dem ographic s of Hispan ic Donors

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    Donors (n=159) Base Percent

    Age

    Female 104 65.4%

    Male 55 34.6%

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    38

    Donors (n=159) Base PercentIncome

    $150,000 1 0.6%

    Don't know 9 5.1%

    Refused 11 6.3%

    Dem ograph ic s o f H ispan ic Donors

    D hi f Hi i D

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    39

    Donors (n=159) Base Percent

    Education

    Some high school or less 33 18.9%

    Completed high school 50 28.6%

    Trade or technical school 5 2.9%

    Some college 38 21.7%

    Graduated college 32 18.3%

    Some graduate work 1 0.6%

    Completed graduate/post-graduate school

    11 6.3%

    Dem ograph ic s o f H ispan ic Donors

    Dem ograph ic s of Hispan ic Donors

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    40

    Donors (n=159) Base Percent

    Employment

    Divorced 8 5.0%

    Widowed 7 4.4%Separated 2 1.3%

    Full time (30 hours per week) 83 52.2%

    Part time (

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    Donors (n=159) Base Percent

    Children

    Time in the US (n=54)

    1-3 years 1 1.9%3-5 years - -

    5-10 years 5 9.3%10-20 years 14 25.9%

    20+ years 31 57.4%

    Less than 1 year 1 1.9%

    Yes 62 39.0%No 89 56.0%

    Born in the US

    Yes 105 66.0%

    No 54 34.0%

    g p p

    Dem ograph ic s o f H ispan ic Donors

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    42

    Donors (n=54) Base Percent

    Age at Time of Immigration

    1-10 years old 13 24.1%

    11-25 years old 20 37.0%

    26-40 years old 15 27.8%

    41-55 years old 1 1.9%56 or older - -

    Dont Know 5 9.3%

    g p p

    Hispan ic Donat ions t o Char i t y

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    Type of Charity (n=159) % Contributing

    Local place of worship 58%

    Charities 45%

    Religious organizations 41%

    Children-related causes 23%

    Health-related causes 18%

    Educational institutions/programs 16%

    Environmental/animal welfare 6%Political parties 6%

    What type of charitable donations do you contribute to?

    Sum m ary: Dem ographic s of Hispanic Mai l Buyers

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    Mai l Buyers

    The majority of Hispanic mail buyers are between 25 and 54

    years old (60%.)

    Seven out of 10 Hispanics buying from direct mail offers are

    female.

    Interestingly, there is a close split of mail buyers that are

    employed full time (46%) and those who are not employed

    (44%).

    Of the 143 non-US born respondents, a significant percent

    (53%) have been in the U.S. for 20 or more years.

    And interestingly, 51% of mail buyers immigrated to the US

    between the ages of 11 and 25 years old.

    Dem ograph ic s of Hispan ic Mai l Buyers

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    Mail Buyers (n=321) Base Percent

    Age

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    Dem ograph ic s o f H ispan ic Mai l Buyers

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    47

    Mail Buyers (n=315) Base Percent

    Education

    Some high school or less 71 22.5%Completed high school 105 33.3%

    Trade or technical school 12 3.8%

    Some college 57 18.1%Graduated college 46 14.6%

    Some graduate work - -

    Completed graduate/

    post-graduate school

    7 2.2%

    Dem ograph ic s o f H ispan ic Mai l Buyers

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    Mail Buyers (n=321) Base PercentEmployment

    Full time (30 hours per week) 148 46.1%Part time(

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    Mail Buyers (n=321) Base PercentChildren

    Yes 116 36.1%No 187 58.3%

    Born in the USYes 169 52.6%No 143 44.5%

    Time in the US (n=143)

    Less than 1 year 3 2.1%1-3 years 5 3.5%3-5 years 5 3.5%5-10 years 14 9.8%10-20 years 32 22.4%20+ years 76 53.1%Refused 7 4.9%

    Dem ograph ic s o f H ispan ic Mai l Buyers

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    Mail Buyers (n=143) Base Percent

    Age at Time of Immigration1-10 years old 21 14.7%

    11-25 years old 73 51.0%

    26-40 years old 28 19.6%

    41-55 years old 1 0.7%

    56 or older - -

    Dont Know 14 9.8%

    Refused 6 4.2%

    Sum m ary: Dem ograph ic s o f H ispanic Cat a log Buyers

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    51

    g y

    There is a fairly even distribution across all age groups of

    catalog buyers, with a slightly higher response in the age

    group 35-44.

    Almost 60% of catalog buyers earn between $15,000 and

    $50,000.

    51% of catalog buyers completed high school or have some

    high school education.

    60% of catalog buyers were born in the US. Out of 147 non-US

    born respondents, 58% immigrated to the US between the ages

    of 11 and 25.

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    Dem ographic s o f H ispan ic Cat a log Buyers

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    Catalog Buyers (n=369) Base PercentIncome

    $150,000 2 0.5%

    Don't know 22 6.0%Refused 20 5.4%

    Dem ographic s o f H ispan ic Cat a log Buyers

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    54

    Catalog Buyers (n=369) Base Percent

    Education

    Some high school or less 68 18.7%Completed high school 116 31.9%

    Trade or technical school 14 3.8%

    Some college 77 21.2%

    Graduated college 70 19.2%

    Some graduate work 1 0.3%

    Completed graduate/

    post-graduate school

    10 2.7%

    Dem ographic s o f H ispan ic Cat a log Buyers

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    55

    Catalog Buyers (n=369) Base Percent

    Employment

    Divorced 16 4.3%

    Widowed 22 6.0%

    Separated 5 1.4%

    Full time (30 hours per week) 171 46.3%

    Part time (

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    Catalog Buyers (n=369) Base Percent

    Children

    Time in US (n=147)

    1-3 years 8 5.4%3-5 years 9 6.1%

    5-10 years 15 10.2%

    10-20 years 41 27.9%

    20+ years 64 43.5%

    Less than 1 year 3 2.0%

    Yes 147 39.8%No 209 56.6%

    Born in the USYes 221 59.9%

    No 147 39.8%

    Dem ographic s o f H ispan ic Cat a log Buyers

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    57

    Catalog Buyers (n=147) Base Percent

    Age at Time of Immigration

    1-10 years old 18 12.2%

    11-25 years old 85 57.8%

    26-40 years old 29 19.7%

    41-55 years old 4 2.7%

    56 or older - -

    Dont Know 8 5.4%

    Sum m ary: Dem ograph ic s o f H ispanic Onl ine Buyers

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    There is a fairly even distribution among online buyers

    grouped by age through age 54. Buyers in the age group 35-44

    made the most purchases.

    56% of online buyers earn between $25,000 - $75,000.

    55% of Hispanic online buyers had attended or completed

    college.

    60% of those making online purchases are employed full time.

    A large majority of online buyers (73%) were born in the US. Of

    those born outside the the US and purchasing online, 82% ofthem have resided here for 10 or more years.

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    Dem ographic s of Hispanic Onl ine Buyers

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    Online Buyers (n=259) Base Percent

    Income

    $150,000 3 1.2%

    Don't know 19 7.6%Refused 11 4.2%

    Dem ographic s of Hispanic Onl ine Buyers

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    Online Buyers (n=255) Base Percent

    Education

    Some high school or less 14 5.5%

    Completed high school 71 27.8%

    Trade or technical school 7 2.7%

    Some college 73 28.6%

    Graduated college 68 26.7%Some graduate work - -

    Completed graduate/post-graduate school

    14 5.5%

    Dem ographic s of Hispanic Onl ine Buyers

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    Online Buyers (n=259) Base Percent

    Employment

    Divorced 11 4.2%

    Widowed 4 1.5%

    Separated 5 1.9%

    Full time (30 hours per week) 154 59.5%

    Part time (

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    Online Buyers (n=259) Base Percent

    Children

    Time in the US (n=68)

    1-3 years 1 1.5%3-5 years - -

    5-10 years 8 11.8%

    10-20 years 26 38.2%20+ years 30 44.1%

    Less than 1 year 1 1.5%

    Yes 112 43.2%No 140 54.1%

    Born in the USYes 190 73.4%

    No 68 26.3%

    Dem ographic s of Hispanic Onl ine Buyers

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    Online Buyers (n=68) Base Percent

    Age at Time of Immigration

    1-10 years old 19 27.9%

    11-25 years old 31 45.6%

    26-40 years old 11 16.2%

    41-55 years old 3 4.4%

    56 or older - -Dont Know 3 4.4%

    Sum m ary: Dem ograph ic s o f H ispanic Telephone Buyers

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    Of the 47 respondents indicating that they made purchases as

    a result of a telephone offer, the distribution by age was fairly

    consistent, with the major concentration (51%) in the age range

    35-54 years old.

    Those Hispanics with income levels between $25,000-$35,000

    were most likely to respond to telephone offers.

    Almost 60% of Hispanics responding to telephone offers were

    employed full time.

    Dem ograph ic s o f H ispan ic Te lephone Buyers

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    Telephone Buyers (n=47) Base Percent

    Age

    Female 26 55.3%

    Male 21 44.7%

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    Telephone Buyers (n=47) Base PercentIncome

    $150,000 1 2.1%

    Don't know 3 6.4%

    Refused 2 4.3%

    Dem ograph ic s o f H ispan ic Te lephone Buyers

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    Telephone Buyers (n=47) Base Percent

    Education

    Some high school or less 6 12.8%Completed high school 17 36.2%

    Trade or technical school 3 6.4%

    Some college 9 19.1%

    Graduated college 6 12.8%

    Some graduate work - -

    Completed graduate/

    post-graduate school

    3 6.4%

    Dem ograph ic s o f H ispan ic Te lephone Buyers

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    Telephone Buyers (n=47) Base Percent

    Employment

    Divorced 3 6.4%

    Widowed 2 4.3%

    Separated - -

    Full time (30 hours per week) 27 57.4%

    Part time (

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    Telephone Buyers (n=47) Base Percent

    Children

    Time in the US (n=18)

    1-3 years 2 11.1%3-5 years - -

    5-10 years - -10-20 years 6 33.3%

    20+ years 9 50.0%

    Less than 1 year 1 5.6%

    Yes 18 38.3%No 26 55.3%

    Born in the USYes 29 61.7%

    No 18 38.3%

    Dem ograph ic s o f H ispan ic Te lephone Buyers

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    Telephone Buyers (n=18) Base Percent

    Age at Time of Immigration

    1-10 years old 1 5.6%

    11-25 years old 11 61.1%

    26-40 years old 4 22.2%

    41-55 years old - -56 or older - -

    Dont Know 2 11.1%

    Sum m ary: Dem ograph ic s o f H ispanic Telev is ion Buyers

    While those in the age group 25-54 years old make up the

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    g g p y p

    largest group of television buyers from TV offers (63%), those

    younger than 25 and older than 55 years old do not make such

    many purchases, that is 12% and 24% respectively.Television buyers across income levels $15,000 - $75,000 were

    proportionate.

    A significant majority (62%) of respondents to television offers

    were born in the US. Of those Hispanics immigrants who made

    television purchases, 70% have been in the US for 10 years or

    more and 54% immigrated to the US at ages of 11-25 .

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    Dem ograph ic s o f H ispan ic Te lev is ion Buyers

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    Television Buyers (n=149) Base PercentIncome

    $150,000 2 1.3%

    Don't know 10 6.7%

    Refused 5 3.4%

    Dem ograph ic s o f H ispan ic Te lev is ion Buyers

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    Television Buyers (n=149) Base Percent

    Education

    Some high school or less 15 10.2%

    Completed high school 52 35.4%Trade or technical school 9 6.1%

    Some college 31 21.1%

    Graduated college 28 19.0%

    Some graduate work - -

    Completed graduate/post-graduate school

    7 4.8%

    ( 149)

    Dem ograph ic s o f H ispan ic Te lev is ion Buyers

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    Television Buyers (n=149) Base PercentEmployment

    Divorced 6 4.0%

    Widowed 8 5.4%

    Separated - -

    Full time (30 hours per week) 77 51.7%

    Part time (

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    Children

    Time in the US (n=56)

    1-3 years 2 3.6%3-5 years 2 3.6%

    5-10 years 12 21.4%

    10-20 years 16 28.6%20+ years 23 41.1%

    Less than 1 year - -

    Yes 54 36.2%No 93 62.4%

    Born in the USYes 93 62.4%

    No 56 37.6%

    Dem ograph ic s o f H ispan ic Te lev is ion Buyers

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    Television Buyers (n=56) Base Percent

    Age at Time of Immigration

    1-10 years old 7 12.5%

    11-25 years old 30 53.6%

    26-40 years old 13 23.2%

    41-55 years old 2 3.6%

    56 or older 1 1.8%

    Dont Know 2 3.6%

    Sum m ary: Language Preferenc e

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    In 2004, 70% of interviews were conducted in Spanish. In

    2006, this figure was about 44%, indicating an overall trend

    of increased acculturation.

    36% (2004) vs. 34% (2006) of respondents spoke mostly (or

    only) Spanish and another 26% in 2004 vs. only 10% in 2006

    were bilingual but preferred Spanish.

    Merely 18% of respondents spoke English only or preferred

    English in 2004, while in 2006 this percentage nearly

    doubled to 34%.

    When looking at reading preferences, 44% of respondents

    Sum m ary: Language Preferenc e

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    chose Spanish Only or Spanish Preferred, whereas 39%

    prefer to read in English.

    39% (2004) vs. 45% (2006) of mail buyers prefer to receive

    mail in English, while 36% prefer receiving mail in Spanish.

    (same results in both 2004 and 2006.)

    76% of catalog respondents receive catalogs in English.

    Hispanics are using online resources more and even those

    who prefer Spanish use the Web in English.

    The trend towards English seems more prominent online

    Sum m ary: Language Preferenc e

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    The trend towards English seems more prominent online

    and on television, so its possible that images and audio

    components of direct marketing can overcome the

    language barrier.

    While response numbers were small, 57% of respondents

    said they communicate by e-mail either mostly in English

    or in both English and Spanish.

    Overall, 73% of telemarketing calls are in English.

    Sum m ary: Language Preferenc e

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    In 2006, 77% of respondents who purchased in response to

    TV marketing reported responding to a commercial or

    infomercial that was in English.

    While 25% respondents who purchased in response to TV

    marketing reported watching TV in both languages equally,

    only 19% said they watched TV all or mostly in Spanish.

    Some 57% watched TV all or mostly in English.

    Do you prefer speaking in ?

    Language Preferenc e

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    36%

    26%

    20%

    8%10%

    26%

    22%

    10%

    34%

    8%

    0%

    10%

    20%

    30%

    40%

    50%

    Spanish Only Spanish

    Preferred

    Both English

    and Spanish

    Equally

    English Only English

    Preferred

    %o

    fre

    spondents

    2004

    2006

    Do you prefer speaking in ?

    Do you prefer speaking in ?

    Language Preferenc e

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    Preferred Language for

    Speaking(n = 1116)

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    PreferredLanguage for

    Speaking (n = 1307)

    $75K

    (68)

    7.4%

    4.4%

    33.8%

    50.0%

    INCOME

    Language Preferenc e

    Do you prefer speaking in ?

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    Preferred Languagefor Speaking(n = 1116)

    Some highschool

    or less(320)

    Highschool

    degree(433)

    Trade ortechnical

    school(58)

    Somecollege

    (230)

    Collegedegree

    (174)

    Some gradwork or

    degree(31)

    Spanish only

    Spanish preferred

    Both equally

    English only

    English preferred 3.8% 5.5% 5.2% 14.8% 11.5%

    13.8%

    3.2%

    5.2%

    3.2%

    3.2%

    38.7%28.7%

    40.8% 51.6%

    16.1%

    4.3%

    25.7%

    39.1%

    29.3%

    17.2%

    27.6%

    20.7%

    31.9%

    12.9%

    25.4%

    24.2%

    14.7%

    10.3%

    63.1%

    8.1%

    EDUCATION

    Language Preferenc e

    Do you prefer speaking in ?

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    Preferred Language for Speaking (n =1116) Born in US(624) Born Abroad(473)

    Spanish only

    Spanish preferred

    Both equally

    English only

    7.7%

    English preferred

    3.5%

    61.7%

    16.7%

    15.6%

    4.2%

    30.9%

    45.7%

    1.7%12.2%

    PLACE OF BIRTH

    Language Preferenc e

    Do you prefer reading in ?

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    Preferred Language forReading

    Percentage of TotalRespondents

    Spanish only 34%

    Spanish preferred 10%

    Both equally 17%

    English only 30%

    English preferred 9%

    y p g

    Do you prefer reading in ?

    Language Preferenc e

    AGE

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    Preferred Language forReading (n = 1116)

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    PreferredLanguage forReading(n = 1307)

    $75K(68)

    7.4%

    2.9%

    22.1%

    57.4%

    INCOME

    EDUCATION

    Language Preferenc e

    Do you prefer reading in ?

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    Preferred Languagefor Reading

    (n = 1116)

    Some highschoolor less

    (320)

    Highschooldegree

    (433)

    Trade ortechnicalschool

    (58)

    Somecollege

    (230)

    Collegedegree

    (174)

    Some gradwork ordegree

    (4)

    Spanish only

    Spanish preferred

    Both equally

    English only

    English preferred 5.3% 6.5% 10.3% 12.6% 13.2%

    12.1%

    -

    5.2%

    -

    -

    75.0%20.7%

    48.9% 25.0%

    14.3%

    6.1%

    20.4%

    46.5%

    31.0%

    17.2%

    15.5%

    25.9%

    31.4%

    12.7%

    20.3%

    29.1%

    10.6%

    12.8%

    63.7%

    7.5%

    EDUCATION

    Language Preferenc e

    Do you prefer reading in ?

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    Preferred Language for Reading (n =1116) Born in US(624) Born Abroad(473)

    Spanish only

    Spanish preferred

    Both equally

    English only

    8.0%

    English preferred

    1.8%

    58.8%

    19.9%

    14.2%

    4.9%

    21.3%

    55.4%

    2.3%13.5%

    PLACE OF BIRTH

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    Wh t l d f f th d ti i il i ?

    Language Preferenc e

    Mail

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    www.the-dma.org/bookstore94

    Preferred Language forAdvertising Mail(n = 321)

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    PreferredLanguage forAdvertising Mail(n = 321)

    $75K(13)

    15.4%

    76.9%

    -

    7.7%

    INCOME

    What language do you prefer for the advertising mail you receive?

    Language Preferenc e

    Mail

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    Preferred Languagefor Advertising Mail(n = 321)

    Some highschoolor less

    (71)

    Highschooldegree

    (105)

    Trade ortechnicalschool

    (12)

    Somecollege

    (57)

    Collegedegree

    (46)

    Some gradwork ordegree

    (7)

    Spanish

    English

    Bilingual

    15.2%

    No preference

    63.0%

    -

    85.7%

    -4.3%

    14.3%17.4%

    10.5%

    63.2%

    3.5%

    22.8%

    50.0%

    33.3%

    -

    16.7%

    38.1%

    45.7%

    2.9%

    13.3%

    4.2%

    11.3%

    64.8%

    19.7%

    EDUCATION

    What language do you prefer for the advertising mail you receive?

    What do you do when you receive mail in English but you cannot read it?

    Language Preferenc e

    Mail

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    34%

    14%

    5%

    17%

    26%

    0%

    10%

    20%

    30%

    40%

    Seek help totranslate

    material

    Pass it alongto others who

    might be

    interested

    Set it aside Discardimmediately

    Other

    %o

    fmailrespondents

    y y g y

    What do you do when you receive mail in English but you cannot read it?

    Language Preferenc e

    Mail

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    Action Taken(n = 160)

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    Action Taken(n = 160)

    $75K(2)

    50.0%

    -

    -

    50.0%

    INCOME

    What do you do when you receive mail in English but you cannot read it?

    EDUCATION

    What do you do when you receive mail in English but you cannot read it?

    Language Preferenc e

    Mail

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    Action Taken

    (n = 160)

    Some highschoolor less

    (57)

    Highschooldegree

    (58)

    Trade ortechnicalSchool

    (8)

    Somecollege

    (14)

    Collegedegree

    (9)

    Somegrad. workor degree

    (1)

    Seek help totranslate material

    Pass it along toothers

    Set it aside

    Discardimmediately

    44.4%

    Other

    11.1%

    -

    -

    100.0%

    -

    1.8% 5.2% - - 22.2%

    11.1%

    11.1%

    -

    28.6%

    21.4%

    7.1%

    21.4%

    37.5%

    -

    62.5%

    -

    36.2%

    17.2%

    20.7%

    19.0%

    29.8%

    14.0%

    35.1%

    19.3%

    Language Preferenc e

    Mail

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    Action Taken

    (n = 160)Born in US

    (29)

    Born Abroad(122)

    Seek help to translate material

    Pass it along to others

    Set it aside

    Discard immediately

    31.0%

    Other

    13.8%

    36.1%

    18.0%

    26.2%

    13.1%

    17.2%

    24.1%

    4.1%6.9%

    PLACE OF BIRTH

    What do you do when you receive mail in English but you cannot read it?

    How much advertising mail do you receive in ?

    Language Preferenc e

    Mail

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    LanguageAlmost

    All

    1 2 3 4

    AlmostNone

    5

    2.2% 2.8%

    37.7%

    70.7%

    87.9%

    13.7%

    7.8%

    1.2%

    10.0%

    22.7%

    11.2%

    2.2%

    11.2%

    13.7%

    2.8%

    0.3%

    73.8%

    11.2%

    5.3%

    5.3%

    Bilingual

    Other

    English

    Spanish

    How much advertising mail do you receive in ..?

    Wh t l d i t l i ?

    Language Preferenc e

    Catalog

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    76%

    13%

    11%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    English Spanish Bilingual

    %o

    fCatalogBuyers

    What language do you receive catalogs in?

    ?

    Language Preferenc e

    Catalog

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    Do you feel that the number of catalogs you receive at home is?

    Perception of Quantity English Spanish

    Too few/ would like to receive more 6%

    61%

    33%

    7%

    Just the right amount 71%

    Too many 23%

    P t f O li

    What language do you prefer for online browsing?

    Language Preferenc e

    Online

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    Preferred Language forOnline Browsing

    Percentage of OnlineDirect Buyers Who

    Prefer

    Only Spanish 3%

    Mostly Spanish 1%

    Only English 50%

    Mostly English 30%

    Both 15%

    AGE

    What language do you prefer for online browsing?

    Language Preferenc e

    Online

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    Preferred Language forOnline Browsing (n = 259)

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    Preferred Languagefor Online Browsing(n = 259)

    Some highschool

    or less(14)

    Highschool

    degree(71)

    Trade ortechnical

    school(7)

    Somecollege

    (73)

    Collegedegree

    (68)

    Some gradwork or

    degree(14)

    Only Spanish

    Mostly Spanish

    Only English

    Mostly English

    Both 7.1% 11.3% 14.3% 11.0% 23.5%

    2.9%

    21.4%

    -

    -

    -

    57.1%55.9%

    17.6% 21.4%

    2.7%

    -

    49.3%

    35.6%

    -

    -

    57.1%

    28.6%

    2.8%

    2.8%

    38.0%

    43.7%

    57.1%

    7.1%

    14.3%

    7.1%

    What language do you prefer for online browsing?

    Language Preferenc e

    Online

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    3% 1%

    54%

    25%

    18%

    13%

    3% 1%

    47%

    34%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    Only

    Spanish

    Mostly

    Spanish

    Only

    English

    Mostly

    English

    Both

    %o

    fOnlin

    eBuyers

    Male

    Female

    GENDER

    What Internet connection do you use at home, by language of interviewer?

    Language Preferenc e

    Online

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    Home Internetconnection All respondents English Spanish

    Dial-up 22%

    71%

    7%

    19% 33%

    Broadband(cable/DSL) 75% 54%

    Other/DK 6% 13%

    Percentage of E mail

    What language do you prefer for e-mail communication?

    Language Preferenc e

    E-Mail

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    LanguagePercentage of E-mailDirect Buyers Who

    Prefer

    Only Spanish 3%

    Mostly Spanish -

    Only English 47%

    Mostly English 40%

    Both 10%

    Language Preferenc e

    Telephone

    How many telemarketing calls do you receive in ... ?

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    Language ofTelemarketing Calls (n =46)

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    Language ofTelemarketingCalls (n =46)

    $75K(4)

    0

    16.7

    INCOME*

    * Mean Score

    How many telemarketing calls do you receive in ... ?

    Language Preferenc e

    Telephone

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    Language ofTelemarketing Calls(n = 46)

    Some highschoolor less

    (6)

    Highschooldegree

    (17)

    Trade ortechnicalSchool

    (3)

    Somecollege

    (8)

    Collegedegree

    (6)

    Some gradwork ordegree

    (3)

    Spanish .0

    English

    1.7

    17.010.8

    2.8

    8.9

    1.0

    .7

    1.8

    7.0

    4.2

    3.5

    EDUCATION*

    * Mean Score

    What language did you respond in to television commercials or infomercials?

    Language Preferenc e

    Television

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    English

    77%

    Spanish

    23%

    Spanish

    English

    What language did you respond in to television commercials or infomercials ?

    Language Preferenc e

    Television

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    Choice of Language forResponse (n = 149)

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    Choice ofLanguage forResponse (n = 149)

    $75K(10)

    -

    100.0%

    INCOME

    P f d L fPercentage of

    What language do you prefer when watching television?

    Language Preferenc e

    Television

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    Preferred Language forWatching Television

    e ce tage oTelevision Direct

    Buyers Who Prefer

    Only Spanish 4%

    Mostly Spanish 15%

    Only English 19%

    Mostly English 38%

    Both 25%

    What language do you prefer when watching television?

    AGE

    Language Preferenc e

    Television

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    Preferred Language forWatching Television (n = 149)

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    Preferred

    Language forWatchingTelevision (n = 149)

    $75K(10)

    -

    30.0%

    60.0%

    EDUCATION

    What language do you prefer when watching television?

    Language Preferenc e

    Television

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    Preferred Language

    for WatchingTelevision (n =149)

    Some highschool

    or less(15)

    Highschool

    degree(52)

    Trade ortechnical

    school(9)

    Somecollege

    (31)

    Collegedegree

    (28)

    Some gradwork or

    degree(7)

    Only Spanish 13.3% 5.8% 11.1% - - -

    Mostly Spanish

    Only English

    Mostly English

    Both 20.0% 25.0% 22.2% 16.1% 32.1% 28.6%

    -

    42.9%

    28.6%

    7.1%

    25.0%

    35.7%

    9.7%

    32.3%

    41.9%

    22.2%

    -

    44.4%

    19.2%

    9.6%

    40.4%

    6.7%

    26.7%

    33.3%

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    Sum m ary: Response t o Mai l Mark et ing

    Close to half of all respondents (49% in 2004 vs. 42% in 2006)

    said they received just the right amount of advertising mail in

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    y j g g

    their homes, with 15% in 2004 vs. 9% in 2006 indicating they

    received too little or would like more, and 36% in 2004 vs. 49% in

    2006 stating they received too much.

    Compared to the total US population, Hispanics are more

    tolerant towards received advertising mail. Some 49% of

    Hispanics vs. 38% of the total US population said they received

    just the right amount or wouldnt mind receiving more.

    Sum m ary: Response t o Mai l Mark et ing

    Overall, there are three distinct levels of perceptions regardingthe usefulness of direct mail: 39% in 2004 vs. 37% in 2006 find it

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    123

    very/somewhat useful; 37% in 2004 vs. 34% in 2006 are neutral

    in their perception; and 25% in 2004 vs. 27% in 2006 view it asnot useful/not useful at all.

    When asked what types of mail advertisements they receive,77% of respondents said they received credit card offers in 2006

    vs. 49% in 2004.

    Sum m ary: Response t o Mai l Mark et ing

    Overall, 39% of Hispanic consumers in 2004 vs. 35% in 2006said they glance at or skim the direct mail they receive. A

    t (25% i 2004 23% i 2006) i

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    quarter (25% in 2004 vs. 23% in 2006) review every page or

    section. Only 4% in 2004 vs. 12% in 2006 usually discard directmail without looking at it.

    Compared to the total US population, more Hispanics (35%)glance or skim through direct mail vs. only 15% of the total US

    population who usually read it.

    50%

    Number of advertising mail pieces, not including catalogs, receivedin an average week

    Response t o Mai l Mark et ing

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    2%

    15%

    27%29%

    14%12%

    32%

    18%

    7%

    1%

    10%

    28%

    0%

    10%

    20%

    30%

    40%

    50%

    None '1-2 '3-5 '6-10 '10-15 15 and

    more

    %o

    fMailBuyers

    2004

    2006

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    Response t o Mai l Mark et ing

    Number of advertising mail pieces, not including catalogs, received in an average week

    INCOME

    30 00

    35Mail

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    10.35

    13.04

    26.75

    21.17

    30.00

    14.20

    12.48

    15.35

    0

    5

    10

    15

    20

    25

    30

    $150KA

    verageNumb

    erofPieceso

    fAd

    60%

    Do you feel that the number of advertising pieces, not including catalogs, you

    receive at home is... ?

    Response t o Mai l Mark et ing

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    15%

    49%

    36%

    9%

    42%

    49%

    0%

    10%

    20%

    30%

    40%

    50%

    Too few/would like

    to receive more

    Just the right

    amount

    Too many

    %o

    fMailBuyers

    2004

    2006

    Response t o Mai l Mark et ing

    Do you feel that the number of advertising pieces, not

    including catalogs, you receive at home is... ?

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    Perception of Quantity of Ad Mail

    Hispanic Total US*

    Too few/ would like to receive more 15%

    49%

    36%

    3%

    Just the right amount 38%

    Too many 56%

    *Source: USPS Household Diary Study of Mail Use and Attitudes 2005

    Do you feel that the number of advertising pieces,

    not including catalogs, you receive at home is... ?

    Response t o Mai l Mark et ing

    AGE

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    Perception of Quantity ofAd Mail(n = 321)

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    Perception ofQuantity of Ad Mail(n = 321)

    $75K(13)

    8%

    31%

    62%

    100%

    GENDER

    Do you feel that the number of advertising pieces, not including catalogs,you receive at home is... ?

    Response t o Mai l Mark et ing

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    8%

    35%

    56%

    45%45%

    9%

    0%10%

    20%

    30%

    40%50%

    60%

    70%

    80%90%

    100%

    Too few/would like

    to receive more

    Just the right

    amount

    Too many

    %o

    fMai

    lBuyers

    Male (108)

    Female (213)

    Response t o Mai l Mark et ing

    Do you feel that the number of advertising pieces, not including catalogs, youreceive at home is... ?

    EDUCATION

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    Perception ofQuantity of Ad Mail(n = 321)

    Some high

    schoolor less

    (71)

    High

    schooldegree

    (105)

    Trade or

    technicalschool

    (12)

    Some

    college

    (57)

    College

    degree

    (46)

    Some grad

    work ordegree

    (7)

    Too few/ would liketo receive more

    Just the rightamount

    6.5%

    Too many

    32.6%

    14.3%

    28.6%

    57.1%60.9%

    3.5%

    35.1%

    57.9%

    25.0%

    25.0%

    50.0%

    8.6%

    40.0%

    50.5%

    52.1%

    35.2%

    12.7%

    50%

    Please rank how you feel about direct mail offers on a scale of 1 to 5, where1=very useful and 5=not useful at all.

    Response t o Mai l Mark et ing

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    11%14%

    37%

    11%

    28%

    19% 18%

    34%

    13%14%

    0%

    10%

    20%

    30%

    40%

    50%

    Very useful 2 3 4 Not useful

    at all

    %o

    fM

    ailBuyer

    2004

    2006

    Response t o Mai l Mark et ing

    Please rank how you feel about direct mail offers on a scale of 1 to 5, where1 = very useful and 5 = not useful at all.

    AGE

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    Perception ofDirect Mails Usefulness(n = 321)

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    50%GENDER

    Response t o Mai l Mark et ing

    Please rank how you feel about direct mail offers on a scale of 1 to 5, where1 = very useful and 5 = not useful at all.

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    15%

    19%

    33%

    16% 15%13%

    22%

    17%

    34%

    13%

    0%

    10%

    20%

    30%

    40%

    50%

    1 - Very

    useful

    2 3 4 5 - Not

    useful at all

    %o

    fMail

    Buyers

    Male (108)Female (213)

    Response t o Mai l Mark et ing

    EDUCATION

    Please rank how you feel about direct mail offers on a scale of 1 to 5, where1 = very useful and 5 = not useful at all.

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    138

    Perception of DirectMails Usefulness(n = 315)

    Some high

    schoolor less

    (71)

    High

    schooldegree

    (105)

    Trade or

    technicalschool

    (12)

    Some

    college

    (57)

    College

    degree

    (33)

    Some grad

    work ordegree

    (7)

    1 Very useful

    2

    3

    4

    5 Not at all useful 8.5% 10.5% 16.7% 19.3% 26.1%

    8.7%

    -

    26.1%

    -

    -

    -10.5%

    10.9% -

    17.5%

    12.3%

    14.3%

    21.1%

    33.3%

    -

    33.3%

    16.7%

    19.0%

    20.0%

    34.3%

    14.3%

    36.6%

    11.3%

    23.9%

    15.5%

    % of Mail Direct Buyers

    Types of Advertising Mail TypicallyReceived 2004 2006

    Response t o Mai l Mark et ing

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    Received(n=229) (n=321)

    49% 77%

    62%

    49%

    46%

    31%

    8%

    18%

    Credit card offers

    Coupons for shopping

    Banking services

    Insurance offers

    % of Mail Direct Buyers

    Types of Advertising Mail TypicallyReceived 2004

    ( 229)

    2006( 321)

    Response t o Mai l Mark et ing

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    (n=229) (n=321)

    Mortgage offers 10% 43%

    Health and beauty aids 17% 32%

    Gifts offers 9% 26%

    Electronics 21% 25%

    Which of the following best describes how you typically review advertising mail?

    % of Mail Direct Buyers

    Viewing Habits 2004(n=229)

    2006(n=321)

    Response t o Mai l Mark et ing

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    39%

    25%

    15%

    14%

    4%

    3%

    Glance or skim through 35%

    Depends on specific type of mail 9%

    Usually discard without looking at it 12%

    Review every page/section 23%

    Review selected pages 20%

    Pass it along to others 1%

    Which of the following best describes how you typically review advertising mail?

    % of Mail Direct Buyers

    Viewing HabitsHispanics Total U.S.

    Response t o Mai l Mark et ing

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    Glance or skim through 35%

    *Usually Read

    Review every page/section

    *Read Some

    Review selected pages

    15%

    23%

    31%

    20%

    *Source: USPS Household Diary Study of Mail Use and Attitudes 2005

    Which of the following best describes how you typically review advertising mail?

    % of Mail Direct Buyers

    Viewing HabitsHispanics Total U.S.

    Response t o Mai l Mark et ing

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    Depends on specific type of mail 9%

    *Usually Scan

    Usually discard without looking at it

    *Usually Dont Read

    Pass it along to others

    36%

    12%

    16%

    1%

    *Source: USPS Household Diary Study of Mail Use and Attitudes 2005

    Which of the following best describes how you typically review advertising mail?

    Viewing Habits

    (n=321)

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    41.3% 18.8%

    22.9%

    31.3%

    Depends on specifictype of mail

    7.1% 8.5% 4.6% 13.0% 6.5% 12.5%

    Usually discard withoutlooking at it

    7.1% 11.9% 7.7% 11.6% 19.6% 14.6%

    -

    23.9%

    8.7%

    -

    26.1%

    27.5%

    21.7%

    -

    43.1%

    24.6%

    18.5%

    1.5%

    37.3%

    16.9%

    23.7%

    1.7%

    Review selected pages 7.1%

    Pass it along to others -

    Glance or skim through 53.6%

    Review every page/section 25.0%

    Viewing Habits(n = 321)

    $75K(13)

    Which of the following best describes how you typically review advertising mail?

    Response t o Mai l Mark et ing

    INCOME

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    Glance or skim through

    Review everypage/section

    Review selected pages

    Depends on specifictype of mail

    Usually discard withoutlooking at it

    Pass it along to others - - - - 4.9%

    53.8%

    -

    17.3%

    36.6%

    12.2%

    14.6%

    12.2%

    8.5% 12.9% 10.2% 5.8% 19.5%

    15.4%

    7.7%

    38.5%

    27.1%

    22.0%

    23.7%

    16.9%

    24.2%

    33.9%

    21.0%

    8.1%

    27.7%

    36.2%

    25.5%

    2.1%

    38.5%

    7.7%

    15.4%

    -

    Viewing Habits(n=315)

    Some highschoolor less

    (71)

    Highschooldegree

    (105)

    Trade ortechnicalschool

    (12)

    Somecollege

    (57)

    Collegedegree

    (46)

    Some gradwork ordegree

    (7)

    Response t o Mai l Mark et ing

    Which of the following best describes how you typically review advertising mail?

    EDUCATION

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    (71) (105) (12)( ) ( )

    (7)

    41.3% 57.1%

    14.3%

    28.6%

    -

    -

    -

    13.0%

    10.9%

    4.3%

    28.3%

    2.2%

    54.4%

    17.5%

    3.5%

    12.3%

    12.3%

    -

    41.7%

    16.7%

    16.7%

    8.3%

    16.7%

    -

    31.4%

    25.7%

    20.0%

    9.5%

    13.3%

    -

    Review selected pages 19.4%

    Depends on specifictype of mail

    9.5%

    Usually discard withoutlooking at it

    12.1%

    Pass it along to others 0.6%

    Glance or skim through 35.6%

    Review every page/section 22.9%

    Viewing Habits Born in US Born Abroad

    Response t o Mai l Mark et ing

    Which of the following best describes how you typically review advertising mail?

    PLACE OF BIRTH

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    Viewing Habits(n=321)

    Born in US(169)

    Born Abroad(143)

    44.4% 25.2%

    31.5%

    24.5%

    9.1%

    9.1%

    Pass it along to others 0.6% 0.7%

    16.0%

    13.6%

    10.1%

    15.4%

    Review selected pages

    Depends on specific type of mail

    Glance or skim through

    Review every page/section

    Usually discard without looking at it

    40%38%40%

    50%

    Amount Spent on Direct Purchases from Mail Offers

    Response t o Mai l Mark et ing

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    19%

    8% 10%8%

    15%

    2%

    10%13%

    38%

    21%

    16%

    0%

    10%

    20%

    30%

    40%

    None $2-$50 $51-$100 $101-$200 $201-$500 $500 and

    more

    %o

    fMailBuyers

    2004

    2006

    50%

    60%

    Response t o Mai l Mark et ing

    Products/Services most likely to buy from direct mail advertisement, notincluding catalogs

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    34%

    17%

    11% 10% 10% 10%

    0%

    10%

    20%

    30%

    40%

    Clothing/Apparel Food Health/Beauty Home Dcor/

    Furnishing

    Books CDs/Video

    %o

    fMailBuyers

    Sum m ary: Response t o Cat a logMarke t ing

    30% of catalog respondents receive only one catalog a week and 20%

    receive two.

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    65% of catalog respondents said that they receive just the right

    number.

    Compared to the total US population, Hispanics buy moreclothing/apparel (53% vs. 32%) and health/beauty products (21% vs.

    none) from catalogs.

    50%

    Number of catalogs received in an average week

    Response t o Cat a log Mark et ing

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    4%

    30%

    20%

    17% 16%

    9%

    4%

    0%

    10%

    20%

    30%

    40%

    None 1 2 3 4-5 6-10 12 and

    more

    %o

    fCatalogBuyers

    Response t o Cat a log Mark et ing

    Number of catalogs received in an average week

    INCOME

    9

    10

    ogs

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    3.40 3.40

    3.89

    7.08

    5.50

    3.914.06

    3.36

    0

    1

    2

    34

    5

    6

    78

    $150K

    AverageNu

    mberofCatalo

    Response t o Cat a log Mark et ing

    Number of catalogs received in an average week

    AGE

    5

    6

    ogs

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    2.80

    4.19

    2.71

    3.74

    3.03

    4.10

    0

    1

    2

    3

    4

    65

    AverageNumberofCata

    l

    65%

    60%

    70%

    Do you feel that the number of catalogs you receive at home is... ?

    Response t o Cat a log Mark et ing

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    6%

    29%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Too few/ would like

    to receive more

    Just the right

    amount

    Too many

    %o

    fCa

    talogBuyers

    Do you feel that the number of catalogs you receive at home is... ?

    Perception of Quantity of

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    Catalogs(n = 369)

    (59) (69) (81) (66) (49) (42)

    2.0% 2.4%

    57.1%

    Too many 16.9% 20.3% 19.8% 36.4% 44.9% 40.5%

    53.1%

    -

    63.6%

    8.6%

    71.6%

    7.2%

    72.5%Just the right amount 67.8%

    Too few/ would like toreceive more

    13.6%

    Do you feel that the number of catalogs you receive at home is... ?

    Perception of

    Response t o Cat a log Mark et ing

    INCOME

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    Quantity ofCatalogs (n = 369)

    $75K(26)

    57.7%

    42.3%

    90%

    100%Male (96)

    Female (273)

    GENDER

    Response t o Cat a log Mark et ing

    Do you feel that the number of catalogs you receive at home is... ?

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    6%

    62%

    31%

    6%

    66%

    28%

    0%

    10%

    20%

    30%40%

    50%

    60%

    70%80%

    Too few/ would like

    to receive more

    Just the right

    amount

    Too many

    %o

    fCatalogBuyers

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    53%

    50%

    60%

    rs

    Hispanic

    US Population

    Response t o Cat a log Mark et ing

    Products/Services most likely to buy from a catalog

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    21%

    18%19%

    8%

    18%

    12%

    0%

    32%

    0%0%

    10%

    20%

    30%

    40%

    Clothing/Apparel Health/Beauty Home Dcor/Furnishing

    CDs/Video/Books Jewelry

    %o

    fCatalogBuye

    40%

    50%

    rs

    Amount spent on catalog purchases

    Response t o Cat a log Mark et ing

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    11%

    20%

    26%

    20% 20%

    4%

    0%

    10%

    20%

    30%

    None $2-$50 $51-$100 $101-$200 $201-$500 $500 andmore

    %of

    CatalogBuye

    Sum m ary: Response t o Onl ine Mark et ing

    Interestingly, 37% (2006) vs. 25% (2004) have online access both at

    their homes and at the office.

    72% of online buyers have broadband connection at home.

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    67% came across Web sites that they purchased from through search

    engines.

    Clothing/Apparel/Shoes and CDs/Videos/Music were the most often

    cited categories for products purchased online (29% each in 2004 and

    36% and 30% respectively in 2006).

    62%

    54%60%

    70%2004

    2006

    How do you typically access the Internet?

    Response t o Onl ine Mark et ing

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    10%

    25%

    3% 2%

    37%

    7%

    0%

    10%

    20%

    30%

    40%

    50%

    At home At work Both Other

    %o

    fO

    nlineBuyers

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    Where theInternet

    Is Accessed

    $75K(39)

    Response t o Onl ine Mark et ing

    How do you typically access the Internet?

    INCOME

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    Is Accessed(n = 259)

    At home

    At work

    Both

    41.8%

    Other

    9.1%

    53.5%

    2.3%

    44.2%45.5%

    -1.8%

    54.2%

    6.3%

    35.4%

    4.2%

    65.6%

    6.3%

    25.0%

    3.1%

    66.7%

    8.3%

    25.0%

    -

    48.7%

    12.8%

    38.5%

    -

    Where the Internet

    Is Accessed

    Male

    (110)

    Female

    (149)

    Response t o Onl ine Mark et ing

    How do you typically access the Internet?

    GENDER

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    Is Accessed(n = 259)

    (110) (149)

    At home

    At work

    Both

    Other

    56.4%

    7.4%

    34.9%39.1%

    0.7%3.6%

    50.9%

    6.4%

    42%

    40%

    50%

    ers

    Number of hours spent online in a typical week

    Response t o Onl ine Mark et ing

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