SOURCE: MarketTools, Inc.

September 25, 2006 08:00 ET

MarketTools® Debuts First Comprehensive Syndicated Research Study Showcasing U.S. Hispanic Health and Wellness Data

Study Reveals Notable Differences in Eating Habits, Weight Perception and Healthcare Practices

SAN FRANCISCO, CA -- (MARKET WIRE) -- September 25, 2006 -- MarketTools, the defining provider of on-demand market research, announced today its Hispanic Reach™ Health and Wellness Study, the first comprehensive syndicated research report to examine the perceptions, expectations and behaviors of the U.S. Hispanic community in the areas of nutrition, lifestyle and healthcare. Targeted towards advertisers, marketers and market researchers, this report delivers timely and insightful answers that enable companies to better understand U.S. Hispanics' attitudes toward healthcare and healthy living in order to more effectively market to those audiences. The Hispanic Reach Health and Wellness Study is the first of many different syndicated research services that MarketTools will publish in 2006 and 2007.

Acculturation Impacts Perceptions and Attitudes Toward Healthy Living

MarketTools' Hispanic Reach Health and Wellness Study reveals a number of different dietary, exercise, lifestyle and healthcare practices that vary according to acculturation levels. While the Study illustrates these findings in more detail, highlights include:

--  While obesity is the top health concern for Hispanics and Non-
    Hispanics alike, acculturation appears to have an impact on Hispanics'
    perception of their own weight. Only 28% of fully unacculturated Hispanics
    feel that they are overweight while 62% of the partially acculturated and
    64% of the fully acculturated feel the same.
--  For Hispanics and unacculturated Hispanics, in particular, the desire
    to be social impacts many behaviors including tobacco use, alcohol
    consumption, exercise and dining out. 52% of Hispanics say that socializing
    with other people is a main benefit to exercise, and 17% of Hispanics smoke
    to be part of a party or a group.
--  42% of Hispanics classify their relationships with physicians as
    respectful. They hold their doctors in high esteem and respect and follow
    the doctor's recommendations. In contrast, 36% of Non-Hispanics believe
    their physician relationship involves a "team-approach" where both parties
    are collaborating.
Researching the U.S. Hispanic consumer is expensive and time-consuming because most research is conducted offline, requiring extensive effort to collect and assimilate data. In addition, very few existing research studies have attempted to truly capture what motivates Hispanics' attitudes and behaviors toward health and wellness. As a result, companies often build marketing and product plans based on unverified preconceptions about Hispanics' expectations, needs and motivations. MarketTools' Hispanic Reach Health and Wellness Study draws upon MarketTools' Hispanic Reach panel, a proven multi-level acculturation model, deep research expertise and tested online and offline research methods to provide an in-depth picture of food and beverage consumption, exercise habits, common ailments, health insurance coverage and physician relationships. In addition, the Study helps companies answer critical questions such as "where do Hispanics go to find information on healthy living and healthcare services?" so that they can plan more targeted marketing campaigns or develop more appropriate products.

"As the U.S. Hispanic population grows and diversifies, it becomes harder for companies to keep track of their changing healthcare needs and preferences," said Heidi Dickert, MarketTools' Vice President, New Products. "By offering marketers and advertisers a more in-depth, representative sample of U.S. Hispanic health and wellness information, MarketTools can help companies more effectively develop, market and sell their products and services to the full spectrum of the Hispanic population."


More information about MarketTool's Hispanic Reach Health and Wellness Study is available at or call 415-957-2144.

About MarketTools

MarketTools is the defining provider of on-demand market research, giving companies and individuals the ability to continuously understand their target customers through innovative approaches based on advanced technology, research expertise, global market reach and an online panel community of over 2.5 million individuals worldwide. Through Zoomerang™, the pioneer in online surveys, MarketTools also provides the leading self-service platform and services for fast feedback. MarketTools' full range of research applications and services provide organizations from Fortune 500 companies to small businesses and non-profits with unique access to their target markets to uncover unmet needs, reduce time to market and capture market share. Learn more at and

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