Savings-minded Hispanic Consumer is Digitally, Socially Charged

LIVONIA, Mich., Nov. 21, 2013 /PRNewswire/ -- Valassis (NYSE: VCI), a leader in intelligent media delivery, announced today new findings revealing the heightened digital and social engagement of the growing Hispanic population when it comes to savings.

Hispanics are 29 percent more likely than the general population to use a coupon from a social site and are twice as likely to share or trade coupons through social media websites. These are findings from the Valassis Shopper Marketing Report based on a national consumer panel survey.

To a higher degree than the general population, they use both digital and print coupons, frequent shopper cards and mobile savings apps and are highly influenced to seek out an online coupon. Here are findings from this fast-growing segment of the population, that has grown 45 percent over the last 10 years and whose buying power has kept pace.

Harnessing the Purchasing Power of the Hispanic Population Online
Hispanics' purchasing power is growing faster than any other consumer segment, making them a highly desirable target audience.  However, there are distinct complexities to reaching the Hispanic market in the digital arena.  Generational preferences across cultural, bi-cultural and general content sites make Hispanic consumers complex to reach due to their acculturation and device preferences across digital screens.

At a recent iMedia Connection mobile boot camp, Rajat Shroff, Brand.net Vice President of Product Management and Business Development, shared how marketers can maximize reach across generations and devices, delivering media to the highest opportunity area and eliminating those that are less relevant.  Marketers, he said, must overlay geography with behavioral and other shopper marketing intelligence to deliver relevant messaging in the right media channel.

"We rely on both geospatial and demographic data in order to create highly targeted sub-ZIP Code level reach to activate 70 percent of Hispanic households compared to the 30 percent reach of a more traditional online approach. There is great potential among this growing population."

Of the 14.4 million Hispanic households, Brand.net is able to reach approximately 10.1 million Hispanic households across generations and devices compared to traditional online, cookie-based targeting techniques that reach only about 4 million Hispanic households.

About Valassis
Valassis (NYSE: VCI) is a leader in intelligent media delivery, providing over 15,000 advertisers proven and innovative media solutions to influence consumers wherever they plan, shop, buy and share.  By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients' most valuable shoppers, offering unparalleled reach and scale.  Valassis subsidiaries include Brand.net, a Valassis Digital Company, and NCH Marketing Services, Inc. RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. For insights on intelligent media delivery, visit www.valassis.com and follow Valassis on Twitter at @ValassisVCI.

Cautionary Statements Regarding Forward-looking Statements
This document contains "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks and uncertainties and other factors which may cause our actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Such factors include, among others, the following: price competition from our existing competitors; new competitors in any of our businesses; possible consolidation in our client base, a significant decrease in the number of stores in our in-store retailer network or a shift in client preferences for different promotional materials, strategies or coupon delivery methods, including, without limitation, as a result of declines in newspaper circulation and/or increased competition from new media formats including digital; an unforeseen increase in paper or postal costs; changes which affect the businesses of our clients and lead to reduced sales promotion spending, including, without limitation, a decrease of marketing budgets which are generally discretionary in nature and easier to reduce in the short-term than other expenses; our substantial indebtedness, and ability to refinance such indebtedness, if necessary, and our ability to incur additional indebtedness, may affect our financial health; the financial condition, including bankruptcies, of our clients, suppliers, senior secured credit facility lenders or other counterparties; certain covenants in our debt documents could adversely restrict our financial and operating flexibility; fluctuations in the amount, timing, pages, weight and kinds of advertising pieces from period to period, due to a change in our clients' promotional needs, inventories and other factors; our failure to attract and retain qualified personnel may affect our business and results of operations; a rise in interest rates could increase our borrowing costs; governmental regulation or litigation affecting aspects of our business, including laws and regulations related to the internet, internet-related technologies and activities, privacy and data security; potential security measure breaches or attacks; clients experiencing financial difficulties, or otherwise being unable to meet their obligations as they become due, could affect our results of operations and financial condition; uncertainty in the application and interpretation of applicable state sales tax laws may expose us to additional sales tax liability; a reduction in, or discontinuance of, dividend payments or stock repurchases; and general economic conditions, whether nationally, internationally, or in the market areas in which we conduct our business, including the adverse impact of the ongoing economic downturn on the marketing expenditures and activities of our clients and prospective clients as well as our vendors, with whom we rely on to provide us with quality materials at the right prices and in a timely manner. These and other risks and uncertainties related to our business are described in greater detail in our filings with the United States Securities and Exchange Commission, including our reports on Forms 10-K and 10-Q and the foregoing information should be read in conjunction with these filings. We disclaim any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.

SOURCE Valassis

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