Gli immigrati: un'indagine esplorativa su un nuovo target per la pubblicità e il marketing

The migratory phenomenon to Italy has become relevant only in the last years. According to recent data, regular immigrants were, at the end of 2007, around 3.7 million, a population bigger than the one in UK and France. These immigrants foster a market of 30 billion euro pro year, spent mostly in telecommunications, specialized press, bank and financial services and retail. Thus immigrants represent a solid market with a growing potential; they are mostly men (57,1%), highly educated (12,1% has attended college) with a estimated monthly income of almost 1200 euro. According to recent researches about immigrates consumptions, 46.7% of them owns a car, 32.3% a satellite equipment, 49% a DVR(?) reader, 93.6% a cell phone, 29.4% a personal computer and more than 50% has a bank account. The aim of the paper is to verify to what extent Italian corporations understand the potentiality of this market. The method applied is a desk analysis of advertising campaigns targeted at the immigrants, appeared on mass media in the first semester of 2008. The research will try to estimate the dimension of the phenomenon, the involved sectors and the advertising languages used.