The Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition

Published by: Packaged Facts

Published: Mar. 1, 2009 - 286 Pages

Table of Contents

Chapter 1 Executive Summary

Introduction

Background

Overview of the Report

Scope of Report

Methodology

Trends and Opportunities

Hispanics Change Face of U.S. Society at Accelerating Rate

Acculturation Key Factor in Marketing Strategies

Latino Identity Transcends Language

Young Latinos Look for Bicultural Marketing Cues

Media Fragmentation Affects Hispanic Market

Gen-X and Gen-Y Latinos Represent Largest Segment

Hispanics Offer Opportunities across Wide Range of Industries

Market Overview

Hispanic Buying Power Nears $1 Trillion

Buying Power of Latinos Will Show 31% Increase by 2013

Latinos Account for Growing Share of Consumer Expenditures

Hispanic Population Today

Latinos Now Account for Half of U.S. Population Growth

Hispanic Population Will Continue to Grow at Above-Average Rate

Mexicans Continue to Dominate

Smaller Hispanic Segments Gain in Importance

Nearly Half of All Latinos Live in California and Texas

Los Angeles and New York Have Nearly 10 Million Latino Residents

Hispanic National Segments Tend to Settle near Their Own

Hispanics Younger than Other Americans

Family Households Predominate among Latinos

Hispanic Households and Families Much Larger

Economic Profile of Hispanics

College Education Remains Elusive for Many Hispanics

Hispanic Men Less Likely to Hold White-Collar Jobs

Occupational Patterns Differ across National Segments

Household and Family Income More Favorable than Per Capita Income

One in Five Hispanic Households Has Income of $75K or More

High Earners More Scarce among Latinos

Cuban Men Earn More than Other Men in Major Hispanic National Segments

Major Differences in Homeownership Rates

Acculturation Trends

Hispanic Immigration Slows

Mexico Source of Most Legal and Illegal Immigrants

Native-Born Latinos Now Account for Most Hispanic Population Growth

Most Latinos Were Born in the United States

Size of Foreign-Born Segment Varies across National Segments

Most Latinos Speak English

Spanish Language Remains Vital Force

Puerto Ricans Most Likely to Speak English Only

Profiles of Hispanic National Segments

Mexicans

Puerto Ricans

Cubans

Salvadorans

Dominicans

Guatemalans

Colombians

Core Values of Hispanics

Attitudes toward Family and Friends Differ

Latinos Love to Indulge Their Kids

Gen-Y Latino Males More Connected to Religion

Older Hispanic Boomers More Careful about Political Expression

How Hispanics Manage and Spend Money

Hispanics Less Likely to Use Banking Services

Gen-X Latinos More Likely to Pay Bills Online

Gen-Y Latinos Much Less Likely to Depend on Credit

Investments Scarce

Gen-X Latinos Most Likely to Send Money outside U.S

Hispanic Men of All Ages Are Shopaholics

Hispanic Kids Play Major Role in Family Shopping Expeditions

Strong Interest in Environmentally Friendly Products

Hispanic Consumer Expenditure Patterns Analyzed

Highlights of Consumer Behavior

Hispanic Women More Cautious than Hispanic Men about Buying Clothes

Latino Gen-Xers Far More Likely to Buy Clothes for Kids

Hispanic Men Favor Hair Products and Cologne, Latinas More Likely to Use Makeup

Latino Boomers Look for Organic Food

Hispanic Men in Younger Boomer Generation Worry about Their Weight

Kitchen the Centerpiece of Typical Hispanic Home

Hispanics Resist Trying Out New Foods

Store-Made Meals Appeal to Gen-Y and Gen-X Hispanic Males

Snacking Not a Part of Hispanic Eating Habits

Visits to the Doctor Less Frequent

Latinos Less Likely to Use Medications

Brand Names Important When Picking Drugs

Pharmaceutical Ads Work Well with Latinos

High-Priced Drugs Seen as the Best

How Hispanics Spend Leisure Time

Soccer Leading Sport among Hispanic Men

Television Sets at the Center of Latino Households

Cellphones Gain among Hispanics

Latinos in Gen-X and Younger Boomer Generations Heaviest Users of Pre-paid Calling Cards

Nearly 70% of Hispanic Households Have Computer

More Hispanics Turn to Internet for Family Entertainment

Internet Usage Remains Lower

Young Hispanic Men Go Out More

More Hispanics Are Frequent Moviegoers

Media and Advertising

Latina Boomers Look to Magazines for Entertainment

Gen-Y Latinas Look to TV as Main Entertainment Source

Digital Cable More Common among Hispanic Cable Subscribers

Differences in Viewing Habits Remain across Generations

Gen-Y Hispanic Males Least Likely to Listen to Radio Every Day

Contemporary Hit Radio Most Popular English-Language Format

Many Latinos Participate in Digital Media Revolution

Hispanics More Open to TV Commercials

Latinos OK with Advertising to Kids

Latinos More Receptive to Product Placement

Section I Overview

Chapter 2 Trends and Opportunities

Market Trends

Hispanics Change Face of U.S. Society at Accelerating Rate

Table 2-1: Hispanic Population as Percent of Total U.S. Population and Population Growth, 2010-2050

Latinos Account for Increasing Share of Consumer Spending

Table 2-2: Aggregate Consumer Expenditures by Hispanics and Non-Hispanics, 1995 vs. 2007

Latinos Feel Impact of Recession

Some Hispanic Marketers See Silver Lining in Dark Economic Clouds

Kids and Teens Markets on Cutting Edge of Growing Hispanic Influence

Table 2-3: Live Births to Hispanics as Percent of Total Number of Live Births, 1990-2006

Table 2-4: Hispanics as Percent of People under 20 Years by 5-Year Age Group, 1990 vs. 2007

Cultural Ties Bind Multiple Generations of Latinos

Acculturation Key Factor in Marketing Strategies

Table 2-5: Selected Attitudinal and Behavioral Differences among Hispanics by Level of Acculturation

Latino Identity Transcends Language

Understanding Cultural Nuances Important to Marketers

Young Latinos Look for Bicultural Marketing Cues

Media Fragmentation Affects Hispanic Market

Table 2-6: Language and Media Usage by Hispanics by Level of Acculturation

Cable Operators Expand Offerings for Latino Viewers

Online Marketing to Hispanics Expands

Mobile Marketing to Hispanics Gets Boost

Direct Mail Gains Favor

Retailers Strive To Be Culturally Relevant

Brown-Foreman Targets Different Segments

Toyota Launches Two Contrasting Campaigns

Market Opportunities

Gen-X and Gen-Y Latinos Represent Largest Segment

Table 2-7: Selected Opportunities Related to Gen-Y and Gen-X Hispanics ..

Non-Traditional Banking Services Present Opportunities with Hispanics

Table 2-8: Selected Opportunities Related to Use of Financial Services by Hispanics

Hispanics Major Consumers of Telecommunications Services

Hispanic Shoppers Deserve Attention

Table 2-9: Selected Opportunities Related to Shopping Patterns of Hispanic Consumers

Latinos Offer Opportunities for Home Improvement and Home Furnishings Industries

Table 2-10: Selected Opportunities Related to Purchase of Home Improvements and Home Furnishings by Hispanic Consumers

Latinos Underserved by Organic and Natural Foods Marketers

Health and Wellness Needs of Hispanics Offer Potential

Table 2-11: Selected Opportunities Related to Purchase of Pharmaceutical Products by Hispanic Consumers

More than Seven Million Hispanics Plan to Buy Home Computer

Table 2-12: Selected Opportunities Related to Purchase of Consumer Electronics by Hispanic Consumers

Hispanics Participate in Digital Media Revolution

Table 2-13: Selected Opportunities Related to Digital Media and Entertainment Habits of Hispanic Consumers

Fashion and Personal-Care Preferences of Hispanic Consumers Generate Opportunities

Table 2-14: Selected Opportunities Related to Apparel and Personal-Care Product Purchases of Hispanic Consumers

Chapter 3 Market Overview

Hispanic Buying Power

Buying Power Used as Market Metric

Hispanic Buying Power Nears $1 Trillion

Table 3-1: Hispanic Buying Power by National Segment, 2008

Gen-X Latinos Wield Most Buying Power

Table 3-2: Hispanic Buying Power by Age Group, 2008

Buying Power of Latinos Will Show 31% Increase by 2013

Table 3-3: Projected Growth in Hispanic Buying Power, 2008-2013

Los Angeles and New York Most Lucrative Hispanic Metro Markets

Table 3-4: Top 25 Hispanic Markets Ranked by Aggregate Income, 2007

Latinos in Washington, D.C and Miami Have Highest Per Capita Spending Power

Table 3-5: Top 25 Hispanic Markets Ranked by Per Capita Income, 2007

Aggregate Spending of Hispanic Consumers

Hispanic Consumer Units Defined

Hispanics Spend $45 Billion to Eat at Home

Table 3-6: Aggregate Annual Expenditures by Hispanic Consumer Units for Food at Home

Expenditures for Household Furnishings Top $17 Billion

Table 3-7: Aggregate Annual Expenditures by Hispanic Consumer Units for Household Furnishings and Equipment

Latinos Represent Major Market Segment for Apparel Industry

Table 3-8: Aggregate Annual Expenditures by Hispanic Consumer Units for Apparel and Services

Hispanics Buy $18 Billion Worth of New Cars

Table 3-9: Aggregate Annual Expenditures by Hispanic Consumer Units for Vehicle Purchases and Related Expenses

Entertainment Expenditures Exceed $23 Billion

Table 3-10: Aggregate Annual Expenditures by Hispanic Consumer Units for Entertainment

Personal-Care Products and Services Attract $7 Billion from Latino Consumers

Table 3-11: Aggregate Annual Expenditures by Hispanic Consumer Units for Personal-Care Products and Services, Reading Materials, and Education

Health Care Expenditures Total $21 Billion

Table 3-12: Aggregate Annual Expenditures by Hispanic Consumer Units for Health Care

Section II Demographic Profile

Chapter 4 The Hispanic Population Today

Size and Growth of the Hispanic Population

Latinos Now Account for Half of U.S. Population Growth

Table 4-1: Population Growth, Hispanics vs. Other Population Segments, 2000-2007

Table 4-2: U.S. Population by Race and Hispanic Origin, 2007

Hispanic Population Will Continue to Grow at Above-Average Rate

Table 4-3: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015

Figure 4-1: Hispanics as Percent of Total U.S. Population, 2015

National Origin

Mexicans Continue to Dominate

Table 4-4: Hispanic Population by Major National Segment, 2007

Smaller Hispanic Segments Gain in Importance

Table 4-5: Population Growth Rates of Hispanic National Segments, 2000 vs. 2007

Geographic Patterns

Nearly Half of All Latinos Live in California and Texas

Table 4-6: States with Largest Hispanic Populations, 2007

Hispanics Most Prevalent in Southwestern and Western States

Table 4-7: States with Largest Percentage of Hispanics, 2007

Los Angeles and New York Have Nearly 10 Million Latino Residents

Table 4-8: Metro Areas with Largest Hispanic Populations, 2007

New York and Miami More Diverse than Other Major Hispanic Population Centers

Table 4-9: Top 20 Hispanic Markets by Top 3 Hispanic Segments, 2007

Hispanic National Segments Tend to Settle near Their Own

Table 4-10: Largest Population Centers of Major Hispanic National Segments, 2007

Age and Gender

Hispanics Younger than Other Americans

Table 4-11: Population by Selected Age Group, Hispanics vs. Other Population Groups,

Mexicans Are Youngest, Cubans Are Oldest Latinos

Table 4-12: Median Age of Selected Hispanic National Segments, 2007

More Men than Women in Hispanic Population

Table 4-13: Population by Gender, Hispanics vs. Other Population Groups, 2007

Household and Family Structure

Latinas Marry at Younger Age

Table 4-14: Median Age at First Marriage, Hispanics vs. Others by Gender, 2007

Divorce Rates Lower

Table 4-15: Marital Status of People 15 Years Old and Over, Hispanics vs. Others, 2007

Table 4-16: Marital Status of Males 15 Years Old and Over, Hispanics vs. Others, 2007

Table 4-17: Marital Status of Females 15 Years Old and Over, Hispanics vs. Others, 2007

Marriage Least Common among Puerto Ricans and Dominicans

Table 4-18: Marital Status of Hispanics 15 Years Old and Over by National Segment, 2007

Table 4-19: Marital Status of Hispanic Men 15 Years Old and Over by National Segment,

Table 4-20: Marital Status of Hispanic Women 15 Years Old and Over by National Segment,

Family Households Predominate among Latinos

Table 4-21: Household Profile, Hispanics vs. Others, 2007

Mexican Households Most Likely to Consist of Married Couples with Children 84 Table 4-22: Profile of Hispanic Households by Selected National Segment, 2007

Table 4-23: Profile of Hispanic Households by Selected National Segment, 2007

Hispanic Households and Families Much Larger

Table 4-24: Average Household and Family Size, Hispanics by National Segment vs. Others, 2007

Chapter 5 Economic Profile of Hispanics

Educational Attainment

College Education Remains Elusive for Many Hispanics

Table 5-1: Percent Enrolled in College or Graduate School, Hispanics vs. Others by Gender, 2007

Table 5-2: Educational Attainment of People 25 Years Old and Over, Hispanics vs. Others by Gender, 2007

Cubans and Colombians Rate High on Educational Scale

Table 5-3: Educational Attainment of Hispanics 25 Years Old and Over by National Segment and Gender, 2007

Employment Patterns

Hispanic Men Less Likely to Hold White-Collar Jobs

Table 5-4: Occupations of Men 16 Years Old and Over, Hispanics vs. Others, 2007

Table 5-5: Occupations of Women 16 Years Old and Over, Hispanics vs. Others, 2007

Occupational Patterns Differ across National Segments

Table 5-6: Occupations of Male Hispanics 16 Years Old and Over by National Segment, 2007

Table 5-7: Occupations of Female Hispanics 16 Years Old and Over by National Segment, 2007

Income Levels

Per Capita Income of Latino Lags

Table 5-8: Per Capita Income, Hispanics vs. Others, 2007

Cubans Generate High Per Capita Income

Table 5-9: Per Capita Income, Hispanics by National Segment, 2007

Household and Family Income Profile More Favorable

Table 5-10: Household and Family Income Levels, Hispanics vs. Others, 2007

Table 5-11: Household and Family Income Levels, Hispanics by National Segment, 2007

One in Five Hispanic Households Has Income of $75K or More

Table 5-12: Distribution of Household Income, Hispanics vs. Others, 2007

Table 5-13: Distribution of Family Income, Hispanics vs. Others, 2007

High Earners More Scarce among Latinos

Table 5-14: Distribution of Earnings of Full-Time, Year-Round Male Workers, Hispanics vs. Others, 2007

Table 5-15: Distribution of Earnings of Full-Time, Year-Round Female Workers, Hispanics vs. Others, 2007

Cuban Men Earn More than Other Men in Major Hispanic National Segments

Table 5-16: Mean Earnings of Full-Time, Year-Round Male and Female Workers, Hispanics by National Segment, 2007

Major Differences in Homeownership Rates

Table 5-17: Percent Owner-Occupied Housing Units, Hispanics by National Segment, 2007

Chapter 6 Acculturation Trends

Immigration Trends

Hispanic Immigration Slows

Table 6-1: Average Annual Number of Hispanics Obtaining Legal Permanent Resident Status, 1980-1989, 1990-1999, 2000-2007

Mexico Source of Most Legal and Illegal Immigrants

Table 6-2: Hispanics Obtaining Legal Permanent Resident Status by Country of Last Residence, 1980-2007

Table 6-3: Country of Birth of the Unauthorized Immigrant Population, 2007 vs. 2000

Native-Born Latinos Now Account for Most Hispanic Population Growth

Table 6-4: Components of Population Increase April 1, 2000-July 1, 2007, Hispanics vs. Others

Most Latinos Were Born in the United States

Table 6-5: Percent of Hispanic Population Foreign-Born by Year of Entry and Age Group

Table 6-6: Percent of Hispanic Males Foreign-Born by Year of Entry and Age Group

Table 6-7: Percent of Hispanic Females Foreign-Born by Year of Entry and Age Group

Size of Foreign-Born Segment Varies across National Segments

Table 6-8: Percent of Hispanic Population Foreign-Born by National Segment, 2007

Fewer Recent Immigrants among Cubans and Puerto Ricans

Table 6-9: Hispanic Immigrants by National Segment and Year of Entry, 2007

Use of the English Language

Most Latinos Speak English

Table 6-10: English-Language Capabilities of Hispanics 5 Years Old and Over, 2007

Spanish Language Remains Vital Force

Table 6-11: Language Capabilities of Native-Born Hispanics 5 Years Old and Over, 2007

Table 6-12: Language Capabilities of Foreign-Born Hispanics 5 Years Old and Over, 2007

Puerto Ricans Most Likely to Speak English Only

Table 6-13: Number and Percent of Hispanics 5 Years Old and Over Proficient in English Language by National Segment, 2007

Spanish Language Prevails in Border Cities

Table 6-14: Major Hispanic Markets Ranked by Percent of Population Five Years Old and Over Speaking Spanish at Home, 2007

Chapter 7 Profiles of Hispanic National Segments

Mexicans

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-1: Metro Areas Ranked by Size of Mexican Population, 2007

Table 7-2: Profile of the Mexican Segment of the Hispanic Market

Puerto Ricans

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-3: Metro Areas Ranked by Size of Puerto Rican Population

Table 7-4: Profile of the Puerto Rican Segment of the Hispanic Market

Cubans

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-5: Metro Areas Ranked by Size of Cuban Population

Table 7-6: Profile of the Cuban Segment of the Hispanic Market

Salvadorans

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-7: Metro Areas Ranked by Size of Salvadoran Population

Table 7-8: Profile of the Salvadoran Segment of the Hispanic Market

Dominicans

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-9: Metro Areas Ranked by Size of Dominican Population

Table 7-10: Profile of the Dominican Segment of the Hispanic Market

Guatemalans

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-11: Metro Areas Ranked by Size of Guatemalan Population

Table 7-12: Profile of the Guatemalan Segment of the Hispanic Market

Colombians

Population Profile

Language and Acculturation

Marriage Patterns and Family Structure

Education and Employment

Economic Profile

Table 7-13: Metro Areas Ranked by Size of Colombian Population

Table 7-14: Profile of the Colombian Segment of the Hispanic Market

Chapter 8 Core Values of Hispanics

Personal Values

Fatalism Part of Hispanic Worldview

Table 8-1: Attitudes toward Life, Hispanics vs. Non-Hispanics by Age Group and Gender

Attitudes toward Family and Friends Differ

Table 8-2: Attitudes toward Family and Friends, Hispanics vs. Non-Hispanics by Age Group and Gender

Latinos Love to Indulge Their Kids

Table 8-3: Attitudes toward Indulging Children, Hispanics vs. Non-Hispanics by Age Group and Gender

Money More Likely to Drive Older Latinos

Table 8-4: Attitudes toward Work and Money, Hispanics vs. Non-Hispanics by Age Group and Gender

Attitudes toward Religion

Gen-Y Latino Males More Connected to Religion

Table 8-5: Attitudes toward Religion, Hispanics vs. Non-Hispanics by Age Group and Gender

Catholicism Still Important Force among Latinos

Figure 8-1: Religious Preferences of Hispanics

Figure 8-2: Religious Preferences of Non-Hispanics

Political and Social Values

Hispanics Less Likely to Identify as Conservative and Republican

Table 8-6: Political Affiliation, Hispanics vs. Non-Hispanics by Age Group .

Older Hispanic Boomers More Careful about Political Expression

Table 8-7: Selected Political Opinions, Hispanics vs. Non-Hispanics by Age Group and Gender

Hispanics Give High Priority to Recycling

Table 8-8: Attitudes toward Recycling, Hispanics vs. Non-Hispanics by Age Group and Gender

Section III The Hispanic Consumer: A Generational View

Chapter 9 How Hispanics Manage and Spend Money

Personal Finances

Hispanics Less Likely to Use Banking Services

Table 9-1: Use of Banking Services, Hispanics vs. Non-Hispanics by Age Group

Gen-X Latinos More Likely to Pay Bills Online

Table 9-2: Methods Used to Pay Bills, Hispanics vs. Non-Hispanics by Age Group

Department Store Credit Cards Popular among Hispanics

Table 9-3: Type of Credit Card Used, Hispanics vs. Non-Hispanics

Gen-Y Latinos Much Less Likely to Depend on Credit

Table 9-4: Percent with Loans, Hispanics vs. Non-Hispanics by Age Group.159 Bank of America Tops in Hispanic Market

Table 9-5: Banks Used in Last 12 Months, Hispanics vs. Non-Hispanics

Older Latino Boomers Turn to Insurance Policies

Table 9-6: Percent with Insurance Policies by Type of Policy, Hispanics vs. Non-Hispanics by Age Group

Investments Scarce

Table 9-7: Types of Investments Owned, Hispanics vs. Non-Hispanics

Gen-X Latinos Most Likely to Send Money Home

Table 9-8: Percent Sending Money within and outside the United States in Last 12 Months, Hispanics vs. Non-Hispanics by Age Group

Table 9-9: Methods Used by Hispanics Sending Money in Last 12 Months

Shopping Behavior

Hispanic Men of All Ages Are Shopaholics

Table 9-10: Attitudes toward Shopping, Hispanics vs. Non-Hispanics by Age Group and Gender

Gen-Y Latino Men Most Likely to Visit Malls Frequently

Table 9-11: Frequency of Shopping, Hispanics vs. Non-Hispanics by Gender and Age Group

Table 9-12: Percent Shopping at Home Electronics, Home Furnishing and Houseware and Home Improvement Stores in last 3 Months, Hispanics vs. Non-Hispanics by Gender and Age Group

Gen-X Hispanic Men Most Likely to Go Shopping with Families

Table 9-13: Shopping as a Social Event, Hispanics vs. Non-Hispanics by Age Group and Gender

Hispanic Kids Play Major Role in Family Shopping Expeditions

Table 9-14: Impact of Children on Consumer Behavior, Hispanics vs. Non-Hispanics by Age Group and Gender

Sales Less Likely to Attract Hispanic Shoppers

Table 9-15: Attitudes toward Sales and Bargains, Hispanics vs. Non-Hispanics by Age Group and Gender

Incentive Offers Fail to Sway Latino Consumers

Figure 9-1: Percent of Households Responding to Incentive Offers, Hispanics vs. Non-Hispanics

Table 9-16: Impact of Incentive Offers, Hispanics vs. Non-Hispanics by Age Group

Gen-Y Hispanic Men Look for Approval When Buying

Table 9-17: Consumer Autonomy, Hispanics vs. Non-Hispanics by Age Group and Gender

Strong Interest in Environmentally Friendly Products

Table 9-18: Interest in Buying Environmentally Friendly Products, Hispanics vs. Non-Hispanics by Age Group and Gender

Sears and Macy’s Attracts More Hispanic Shoppers

Table 9-19: Department/Discount Stores Shopped in Last 3 Months by Men, Hispanic vs. Non-Hispanics

Table 9-20: Department/Discount Stores Shopped in Last 3 Months by Women, Hispanic vs. Non-Hispanics

Online Shopping Less Popular

Table 9-21: Attitudes toward Online Shopping, Hispanics vs. Non-Hispanics by Age Group and Gender

Figure 9-2: Percent of Men Placing Internet Order in Last 12 Months, Hispanics vs. NonHispanics

Figure 9-3: Percent of Women Placing Internet Order in Last 12 Months, Hispanics vs. Non-Hispanics

Consumer Expenditure Patterns

Hispanic Consumer Units Have Different Profile

Table 9-22: Characteristics of Consumer Units, Hispanic Consumer Units vs. Non-Hispanic Consumer Units

Hispanics Spend Greater Share of After-Tax Income

Table 9-23: Expenditures of Hispanic Consumer Units as Percent of After-Tax Income

Hispanic Consumer Expenditure Patterns Analyzed

Table 9-24: Consumer Expenditures Categories for Which Hispanics Spend More than Non-Hispanic Consumer Units

Chapter 10 Highlights of Consumer Behavior

Fashion and Personal Care

Hispanic Men Are Fashion-Forward

Table 10-1: Attitudes toward Fashion, Hispanics vs. Non-Hispanics by Age Group and Gender

Hispanic Women More Cautious than Hispanic Men about Buying Clothes.

Table 10-2: Shopping for Clothes, Hispanics vs. Non-Hispanics by Age Group and Gender

Clothing Purchases Analyzed

Table 10-3: Clothing Items and Accessories Bought in Last 12 Months by Men, Hispanic vs. Non-Hispanic

Table 10-4: Clothing Items and Accessories Bought in Last 12 Months by Women, Hispanic vs. Non-Hispanic

Latino Gen-Xers Far More Likely to Buy Clothes for Kids

Table 10-5: Purchase of Children’s Clothing, Hispanics vs. Non-Hispanics by Gender and Age Group

Hispanic Men Favor Hair Products and Cologne

Table 10-6: Use of Personal-Care Products by Men, Hispanic vs. Non-Hispanic

Latinas More Likely to Use Makeup

Table 10-7: Use of Personal-Care Products by Women, Hispanic vs. Non-Hispanic

Eating at Home

Latino Boomers Look for Organic Food

Figure 10-1: Percent of Hispanic and Non-Hispanic Men Who Look for Organic/Natural Food When Shopping

Figure 10-2: Percent of Hispanic and Non-Hispanic Women Who Look for Organic/Natural Food When Shopping

Hispanic Men in Younger Boomer Generation Worry about Their Weight

Table 10-8: Attitudes toward Dieting, Hispanics vs. Non-Hispanics by Age Group and Gender

Kitchen the Centerpiece of Typical Hispanic Home

Table 10-9: Cooking at Home, Hispanics vs. Non-Hispanics by Age Group and Gender

Hispanics Resist Trying Out New Foods

Table 10-10: Attitudes toward New Food Products, Hispanics vs. Non-Hispanics by Age Group and Gender

Store-Made Meals Appeal to Gen-Y and Gen-X Hispanic Males

Table 10-11: Percent Eating Frozen and Pre-Cooked Meals, Hispanics vs. Non-Hispanics by Age Group and Gender

Snacking Not a Part of Hispanic Eating Habits

Table 10-12: Eating Habits, Hispanics vs. Non-Hispanics by Age Group and Gender

Health and Wellness

Visits to the Doctor Less Frequent

Table 10-13: Attitudes toward Taking Care of Personal Health, Hispanics vs. Non-Hispanics by Age Group and Gender

Table 10-14: Medical Professionals Consulted in Last 12 Months, Hispanics vs. Non-Hispanics by Gender

Table 10-15: Use of Medications, Hispanics vs. Non-Hispanics by Gender

Brand Names Important When Picking Drugs

Table 10-16: Attitudes toward Brand-Name Medications, Hispanics vs. Non-Hispanics by Age Group and Gender

Pharmaceutical Ads Work Well with Latinos

Table 10-17: Impact of Pharmaceutical Ads, Hispanics vs. Non-Hispanics by Age Group and Gender

High-Priced Drugs Seen as the Best

Table 10-18: Willingness to Pay for Medications, Hispanics vs. Non-Hispanics by Age Group and Gender

Alternative Medicine Favored

Table 10-19: Attitudes toward Alternative Medicine, Hispanics vs. Non-Hispanics by Age Group and Gender

Chapter 11 How Hispanics Spend Leisure Time

Overview

Many Leisure Choices the Same

Table 11-1: Participation in Leisure Activity/Hobby in Last 12 Months by Men, Hispanic vs. Non-Hispanic

Table 11-2: Participation in Leisure Activity/Hobby in Last 12 Months by Women, Hispanic vs. Non-Hispanic

Soccer Leading Sport among Hispanic Men

Table 11-3: Favorite Sports of Men, Hispanic vs. Non-Hispanic

Table 11-4: Favorite Sports of Women, Hispanics vs. Non-Hispanics

Consumer Electronics and Home Entertainment

Television Sets at the Center of Latino Households

Table 11-5: Ownership of Selected Consumer Electronic Products, Hispanics vs. Non-Hispanics by Gender and Age Group

Table 11-6: Ownership of TV Sets, Hispanics vs. Non-Hispanics

Cellphones Gain among Hispanics

Table 11-7: Ownership of Cellphones, Hispanics vs. Non-Hispanics by Gender

Latinos in Gen-X and Younger Boomer Generations Heaviest Users of Pre-paid Calling Cards

Table 11-8: Long Distance Telephone Calls, Hispanics vs. Non-Hispanics by Gender and Age Group

Nearly 70% of Hispanic Households Have Computer

Table 11-9: Profile of Home Computer Ownership and Usage, Hispanics vs. Non-Hispanics by Age Group

More Hispanics Turn to Internet for Family Entertainment

Table 11-10: Impact of Internet on Lifestyle, Hispanics vs. Non-Hispanics by Age Group and Gender

Internet Usage Remains Lower

Table 11-11: Frequency of Internet Usage, Hispanics vs. Non-Hispanics by Age Group

Music Downloads More Popular among Latinos

Table 11-12: Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic

Table 11-13: Online Activities of Women in Last 30 Days, Hispanic vs. Non-Hispanic

MySpace Attracts Latinos

Table 11-14: English-Language Websites Visited in Last 30 Days by Men, Hispanic vs. Non-Hispanic

Table 11-15: English-Language Websites Visited in Last 30 Days by Women, Hispanic vs. Non-Hispanic

Going Out

Young Hispanic Men Go Out More

Table 11-16: Attendance at Live Entertainment Events in Last 12 Months, Hispanics vs. Non-Hispanics by Gender and Age Group

More Hispanics Are Frequent Moviegoers

Table 11-17: Movie Attendance, Hispanics vs. Non-Hispanics by Gender and Age Group

Fast Food Valued by Latinos

Figure 11-1: Use of Fast Food Restaurants in Last 3 Months by Hispanics and Non-Hispanics

Table 11-18: Attitudes toward Fast Food, Hispanics vs. Non-Hispanics by Age Group and Gender

Fast Food Choices Differ

Table 11-19: Fast Food Restaurants Visited the Most, Hispanics vs. Non-Hispanics

Denny’s a Hit with Latinos

Figure 11-2: Use of Family Restaurants in Last 3 Months by Hispanics and Non-Hispanics

Table 11-20: Family Restaurants Visited the Most, Hispanics vs. Non-Hispanics

Chapter 12 Media and Advertising

Print Media

Latina Boomers Look to Magazines for Entertainment

Table 12-1: Attitudes toward Print Media, Hispanics vs. Non-Hispanics by Age Group and Gender

Substantial Overlap in Magazine Choices of Hispanic and Other Men

Table 12-2: Favorite English-Language Magazines of Men, Hispanic vs. Non-Hispanic by Age Group

More Differences in Magazine Preferences of Women

Table 12-3: Favorite English-Language Magazines of Women, Hispanic vs. Non-Hispanic by Age Group

Television

Gen-Y Latinas Look to TV as Main Entertainment Source

Table 12-4: Attitudes toward Television, Hispanics vs. Non-Hispanics by Age Group and Gender

Digital Cable More Common among Hispanic Cable Subscribers

Table 12-5: Access to Cable TV, Hispanics vs. Non-Hispanics

Table 12-6: Premium Cable Channels Currently Have, Hispanics vs. Non-Hispanics

HBO Gets Nod from Hispanic Viewers

Differences in Viewing Habits Remain across Generations

Table 12-7: English-Language Cable TV Channels Watched by Men in Last 7 Days, Hispanic vs, Non-Hispanic

Table 12-8 English-Language Cable TV Channels Watched by Women in Last 7 Days, Hispanic vs. Non-Hispanic

Table 12-9: English-Language Cable TV Channels Watched by Men in Last 7 Days, Hispanic vs. Non-Hispanic by Age Group

Table 12-10: English-Language Cable TV Channels Watched by Women in Last 7 Days, Hispanic vs. Non-Hispanic by Age Group

Radio

Gen-Y Hispanic Males Least Likely to Listen to Radio Every Day

Table 12-11: Attitudes toward Radio, Hispanics vs. Non-Hispanics by Age Group and Gender

Contemporary Hit Radio Most Popular English-Language Format

Table 12-12: Most Popular Radio Formats of Men, Hispanic vs. Non-Hispanic

Table 12-13: Most Popular Radio Formats of Women, Hispanic vs. Non-Hispanic

Digital Media

Traditional Media Maintain Hold on Hispanics

Table 12-14: Impact of Internet on Traditional Media Usage, Hispanics vs. Non-Hispanics by Age Group and Gender

Many Latinos Participate in Digital Media Revolution

Table 12-15: Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic

Table 12-16: Online Activities of Women in Last 30 Days, Hispanic vs. Non-Hispanic

Receptivity to Advertising

Latinos Comfortable with Advertising

Table 12-17: Attitudes toward Advertising, Hispanics vs. Non-Hispanics by Age Group and Gender

Hispanics More Open to TV Commercials

Table 12-18: Effectiveness of Television Commercials, Hispanics vs. Non-Hispanics by Age Group and Gender

Latinos OK with Advertising to Kids

Table 12-19: Attitudes toward Advertising to Kids, Hispanics vs. Non-Hispanics by Age Group and Gender

Out-of-Home Ads Work Well with Hispanics

Table 12-20: Effectiveness of Out-of-Home Advertising, Hispanics vs. Non-Hispanics by Age Group and Gender

Latinos More Receptive to Product Placement

Table 12-21: Effectiveness of Product Placement, Hispanics vs. Non-Hispanics by Age Group and Gender

Appendix: Addresses of Selected U.S. Hispanic Market Resources

Abstract

The impact of Latinos on American society will get even stronger over the coming decades. The 133 million Hispanics expected to be living in the U.S. in 2050 will account for 30% of all Americans. The Latino population alone will be larger than the entire U.S. population was in 1940.

This completely new Packaged Facts report highlights the attitudes and behavior of Hispanic adults across age groups and generations from Gen-Y and Gen-X Latinos through younger and older Boomers. One of the most striking findings of the report is that there are nearly uniform differences between Hispanic and non-Hispanic consumers across all age groups. That is, most of the consumer attitudes and behavior of Gen-Y and Gen-X Hispanics are different from those of their non-Hispanic counterparts, while Latino Boomers think and act differently than non-Hispanic boomers. This suggests that strong cultural ties continue to differentiate Hispanics from non-Hispanics, regardless of age and degree of acculturation.

The first section of the report highlights trends and opportunities shaping the Hispanic market and assesses the buying power of Hispanic consumers. The next section contains chapters on the demographic characteristics of the Hispanic population and the economic status of Latinos today. Other chapters provide an in-depth analysis of immigration and acculturation trends as well as profiles of the seven largest Hispanic national segments. The next chapter analyzes the core values of Hispanics. The next section of the report provides an in-depth analysis of the attitudes and behavior of Hispanic consumers across generational lines. One chapter assesses how Hispanics of different ages manage and spend money. Another chapter highlights the attitudes and behavior of Latino consumers in key areas including fashion and personal care, eating at home and health and wellness. The final chapters of the report offer a detailed analysis of leisure and entertainment patterns and media usage trends.

Read an excerpt from this report below.

The Hispanic (Latino) Market in the U.S.: A Generational View, 7th Edition, is based on information collected directly from firms active in the Hispanic market as well as a comprehensive analysis of relevant industry and trade publications. Primary research sources used in the report include the Simmons Market Research Bureau Summer 2008 National Consumer Survey and a survey of 1,000 Hispanic adults conducted by Los Angeles, California-based New American Dimensions (NAD) in January-February 2008. Census Bureau sources include the latest available population estimates and projections as well as data from the 2007 American Community Survey and March 2008 Current Population Survey. Other U.S. Government sources include the Consumer Expenditures Survey of the Bureau of Labor Statistics and the Office of Immigration Statistics.

About the Author

Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

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