White women like wine, Hispanic women prefer sex

"600 Words by Esther J. Cepeda"

"It’s a fool who looks for logic in the chambers of the human heart." Ulysses Everett McGill said that in the movie "Oh Brother Where Art Thou?" – one of my favorites.

He was surely talking about those patient people who do focus-group research for big-name marketers looking for the consumer insights that will tell them who they should spend their money marketing to.

In the last few years, much ado has been made about marketing to Latinos, who in 2003 were estimated to have a purchasing power of $650 Billion. Nationally, the amount of dollars spent on Hispanic advertising reached $3.43 billion in 2003, up 15 percent from the previous year, according to the Hispanic advertising group, thats a lot of dough spent on reaching Hispanic consumers in two languages across a variety of media to sell everything from toothpaste to alcohol to cars.

Usually marketers translate their ads into Spanish, throw in an abuelita or soccer and call it done but at the end of April, a survey like one I’ve never seen before caught my eye and boy, am I glad I read to the end.

Adage.com posted Laurel Wentz’ piece (available only by subscription) called "Latinas are Technically Savvy Brand Loyal Chief Household Officers" which detailed how Telemundo, Inc., and Meredith Hispanic Ventures spent money on actually talking to Hispanic women to find out what they’re really all about since they’re typically portrayed in the media as illegal victims, or in the movies as hottie housekeepers.

Here are my favorite insights, gleaned from a national sample of women 18-64 who self-identified as Hispanic and a control group of 500 non-Hispanic 18-64 year old women. I’ll leave out the obvious ones (as I always say, some stereotypes are true: Latinas place a greater importance on their relationship with their family and parents. Duh.).

· 80% said higher education was a top personal goal and 72% said their career was a top priority. Only 50% said getting married was more important.

· Nearly three quarters considered themselves "significantly health-conscious"

· Latina respondents were slightly more likely than the non-Hispanic respondents to take pictures with a digital camera (45% compared to 42%)

· Latina respondents were slightly more likely than the non-Hispanic respondents to download music to an iPod (28% compared to 22%)

and drumroll please…

· A key difference between Latinas and non-Hispanic women: Latinas are more likely (75%) than non-Latinas (63%) to say they’d rather have sex with their husbands than a glass of good wine.

Now, gentlemen in the audience, I want you to know that everything I write is intended to help and serve my readers. So with this information in hand, I hope it is abundantly clear what to get as the next birthday/Mother’s Day/I’m sorry gift on the horizon: an iPhone. And perhaps something lacy…but don’t go overboard on the wine.

Esther J. Cepeda writes the "600 Words" & "Pregunta del Dia" columns, and is also the Chief Marketing and Communications Officer for the Illinois Student Assistance Commission. Her views and reporting do not necessarily reflect those of ISAC. "600 words" is a registered trademark of EeJayCee, Inc., Copyright 2008. May be reprinted with permission, contact eejaycee@600words.com

Comments

I don't know why they called white women like wine if they used to be as Hispanic, people use to hide their wishes instead of realize them.

[rms]

This is why all the hispanic men want to leave their hispanic wives to come have sex with us naughty white girls, trust me its true.....

no doubt women are the greatest thing that the man known in his life, thank God for creating women! Excellent post thanks for sharing.

Hello. Not altogether an idle question, as it may seem at first glance. Women's desires are multifaceted, vague, and sometimes do not have a strict outline, but, nevertheless, quite specific and concrete. Just notice it at once. A woman throws a phrase: "I want everything to be good!", And at first did not understand that under this "all" is hiding: a slim figure, the indefinite hospitalization of harmful boss mnogonulevoy bank account, new shoes ...

Perhaps the female consciousness is not able to operate with precise wording, but because men have a lot of sweat, decoding our desires and hidden clues. Especially classify the weaker sex everything about sex. Somehow, the ladies find it intolerable openly declare their intimate preferences. Why do themselves a lot of suffering and partner misleading. So what is going to say woman, but stubbornly silent? ...