U.S. Market for Multicultural Women: How African-American, Latina and Asian-American Women Are Driving Change in the American Consumer Economy, The, 2nd Edition

Published by: Packaged Facts

Published: Sep. 1, 2009 - 232 Pages

Table of Contents

Chapter 1 Executive Summary

Introduction

Background

Overview of Report

Scope and Methodology

Market Definition

Methodology

Trends and Opportunities

Multicultural Women Move toward Majority Status

Multicultural Moms Drive Growth in Kids and Family Market

Demographic Changes Create Dynamic Market

Women Are in Charge of Multicultural Family Decision-Making

Cultural Cross-Currents in Multicultural Women’s Market Test Marketers’ Savvy

Multicultural Women More Optimistic about Future of American Economy

Overview of the Market

Population of Multicultural Women Nears 37 Million

Buying Power of Multicultural Women Tops $1 Trillion

African-American Women Have Highest Aggregate Buying Power

Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014

Population Trends

Multicultural Women Gain in Importance

Hispanic Women Show Fastest Growth Rate

Multicultural Women Drive Growth in U.S. Women’s Population

Multicultural Women Projected to Form Majority in 2050

Multicultural Women Younger than Non-Hispanic White Women

Multicultural Women Significant Factor in Younger Age Groups

Latinas Are the Youngest

Many Regional Differences in Where Multicultural Women Live

Multicultural Women Highly Urban

Social Trends

African-American Women Least Likely to Marry

One in Four Latinas Married by Age of 24

Unmarried Mothers More Common among Hispanics and African Americans

Latinas Set Pace for Number of Births

Latinas More Likely to Have Three or More Children

Half of African-American Households Headed by Women

Multicultural Women Head Nearly Four Million Families with Children

African-American Women Place Higher Value on Religion

Multicultural Women in Forefront of 2008 Election

Economic Profile

Latinas Underrepresented on College Campuses

Asian-American Women Most Highly Educated

Black and Hispanic Women Workers Hurt More by Recession

Asian-American Women Most Likely to Work as Managers and Professionals

Multicultural Women Highly Entrepreneurial

Asian-American Women Top Earners

Income and Earnings of Multicultural Women Kept Pace in Early 2000s

One in Four Asian-American Women Has Income of $50,000 or More

Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More

How Multicultural Women Spend Leisure Time

Typical Week in the Life of Multicultural Women Varies Greatly

Asian-American Women Concerned about Healthy Eating

Frozen Dinners More Often on the Tables of African-American Women

Gourmet Food Interests Multicultural Women

Multicultural Women Try New Food Products but Stick to Old Recipes

Multiple TVs Most Common in Households of African-American Women

Multicultural Women Buy Music

PCs in the Future of Many Multicultural Women

Digital Divide Continues to Narrow

Cellphones Becoming Universal Presence among Multicultural Women

Latinas Have Highest Cellphone Bills

Prepaid Calling Cards Much More Common

Multicultural Women Often Go to the Movies

Asian-American Women Frequent Flyers

How Multicultural Women Manage and Spend Money

Multicultural Women More Driven by Material Goals

Being in Debt Less of a Concern for Multicultural Women

Financial Security a Problem for Black and Hispanic Women

Asian-American Women More Likely to Use Credit Cards

Multicultural Women More Likely to Distrust Banks

Black and Hispanic Women Remain Underbanked

Life Insurance Important to Black Women

Asian-American Women Are Investors

Multicultural Consumer Units More Likely to Be Headed by Women

Hispanics Spend More on Food

Asian Consumers Spend the Most on Women’s Apparel, Hispanics on Men’s Apparel

Asians Spend the Most on New Cars

African Americans Spend More on Consumer Electronics

Shopping Behavior

Multicultural Women Like to Shop

Asian-American Women More Price Sensitive

Asian-American Women Like Incentive Offers

Asian-American Women More Attuned to Environmental Concerns When Shopping

African-American Kids Have More Influence on Shopping Decisions of Moms

Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing

African-American Women More Likely to Be Impulse Buyers

Latinas Less Likely to Browse

Asian-American Women Depend More on Online Shopping, African-American Women Like Catalog Shopping

Highlights of Consumer Behavior

Multicultural Women Like to Shop for Clothes

Black and Asian-American Women More Likely to Buy Dresses

Many Differences in Use of Personal-Care Products

Multicultural Women Willing to Pay More for Brand-Name Meds

Alternative Medicine Favored

Asian-American Women Want Safety and Comfort, African-American Women Want to Have Fun, When Driving Their Cars

Auto Ownership Patterns Analyzed

Asian-American Women Service Cars More Often

Multicultural Women and the Media

African-American Women Rely on Newspapers for Information

Latinas Look to Magazines for Entertainment

Multicultural Women Less Likely to Multitask When Watching TV

More African-American Women Invest in Premium Cable Channels

Internet Has Major Impact on Media Habits of Asian-American Women

Multicultural Women Have Positive Feelings about Advertising

Multicultural Women Stay Tuned When TV Commercials Air

Magazine Ads Capture Attention of Multicultural Women

Multicultural Women Prime Targets for Outdoor Advertising

Product Placement Works with Multicultural Women

Section I Overview

Chapter 2 Trends and Opportunities

Strategic Trends

Multicultural Women Move toward Majority Status

Figure 2-1: Population Increase 2010-2050, Multicultural vs. Non-Hispanic White Women

Figure 2-2: Multicultural Women as Percent of Total U.S. Population of Women, 2010 vs. 2050

Multicultural Women Will Predominate Sooner in Younger Age Groups

Table 2-1: Multicultural Women as Percent of Total Women’s Population by Selected Age Groups and Years, 2010-2050

Multicultural Moms Drive Growth in Kids and Family Market

Figure 2-3: Number of Births, Multicultural vs. Non-Hispanic White Women, Selected Years 1990-2007

Figure 2-4: Percent of Total U.S. Births to Multicultural Women, Selected Years 1990-2007

Table 2-2: Changes in the Number of Multicultural and Non-Hispanic White Families with Children, 1999 vs. 2008

Table 2-3: Number of Children Living in Family Households in 2008, Multicultural vs. Non-Hispanic White

Table 2-4: Multicultural Children as Percent of Children under 5 Years of Age, Selected Years 2010-2050

Demographic Changes Create Dynamic Multicultural Women’s Market

Figure 2-5: Projected Population of Hispanic and African-American Women 20 Years Old and Over, Selected Years 2010-2050

Women Are in Charge of Multicultural Family Decision-Making

Research Questions Stereotypes

Marketing Trends

Multiple Ethnic and National Segments Create Complicated Landscape for Marketers

Cultural Cross-Currents in Multicultural Women’s Market Test Marketers’ Savvy

Table 2-5: Percent of Females Who Are Foreign-Born, by Age Group and Race and Hispanic Origin, 2007

Table 2-6: Percent Speaking English less than “Very Well,” by Age Group and Language Spoken at Home, 2007

Psychographic Segmentation Important

Ford Looks to Empower Hispanic and African-American Women

Toyota and Lexus Court African-American Women

Proctor & Gamble Supports African-American Women

Rite Aid Reaches Out to Hispanic and African-American Women

Unilever Continues to Help Latinas “Live Better”

Companies Cater to Hispanic Moms

Market Opportunities

Multicultural Women More Optimistic about Future of American Economy

Table 2-7: Opportunities Related to Multicultural Women’s Views of the Economy and Personal Financial Situation

Multicultural Moms Generate Opportunities

Table 2-8: Selected Opportunities in Multicultural Women’s Market Related to Readership of Magazines for Parents

Table 2-9: Selected Opportunities in Multicultural Women’s Market Related to Purchases of Children’s Clothing

Multicultural Women Important to Home Electronics and Home Furnishings Retailers

Table 2-10: Selected Opportunities in Multicultural Women’s Market Related to Home Electronics and Home Furnishings

New Food Products Find Willing Buyers

Table 2-11: Selected Opportunities in Multicultural Women’s Market Related to Eating at Home

Movies Matter to Multicultural Women

Table 2-12: Selected Opportunities in Multicultural Women’s Market Related to Movie Attendance

Multicultural Women Vital to Many Family and Fast Food Restaurant Chains

Table 2-13: Selected Opportunities in Multicultural Women’s Market Related to Visits to Family and Fast Food Restaurants

Multicultural Women Prime Targets for Travel Industry

Table 2-14: Selected Opportunities in Multicultural Women’s Market Related to Travel

Many Retailers Find It Profitable to Cater to Multicultural Women

Table 2-15: Selected Opportunities Related to Shopping Habits of Multicultural Women

Multicultural Women Key Customers for Retailers of Dress Clothes

Table 2-16: Selected Opportunities in Multicultural Women’s Market Related to Purchases of Women’s Apparel

Multicultural Women Lucrative Part of Market for Personal-Care Products

Table 2-17: Selected Opportunities in Multicultural Women’s Market Related to Use of Personal-Care Products

Telecommunications Service Providers Find Receptive Buyers among Multicultural Women

Table 2-18: Selected Opportunities in Multicultural Women’s Market Related to Telecommunications

Untapped Opportunities for Financial Services Industry

Table 2-19: Selected Opportunities in Multicultural Women’s Market Related to Financial Services

Multicultural Women Important Prospects for Automakers

Table 2-20: Selected Opportunities in Multicultural Women’s Market Related to Ownership and Maintenance of Automotive Vehicles

Multicultural Women Open to Messages from Pharmaceutical Industry

Table 2-21: Selected Opportunities in Multicultural Women’s Market Related to Health and Wellness

Chapter 3 Overview of the Market

Size of the Population of Multicultural Women

Population of Multicultural Women Nears 37 Million

Table 3-1: Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2008

African Americans and Hispanics Predominate

Table 3-2: Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2008

Mexicans Form Significant Majority of Population of Hispanic Women

Table 3-3: Size of Women’s Population by Selected Hispanic National Segment, 2007

Chinese and Filipinas Largest Asian-American Women’s Subgroups

Table 3-4: Size of Asian-American Women’s Population by Subgroup, 2007

Buying Power of Multicultural Women

How Packaged Facts Measures the Size of the Multicultural Women’s Market

Buying Power of Multicultural Women Tops $1 Trillion

Table 3-5: Buying Power of Women by Race and Hispanic Origin, 2009

African-American Women Have Highest Aggregate Buying Power

Table 3-6: Buying Power of Multicultural Women by Race and Hispanic Origin, 2009

Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014

Table 3-7: Projected Growth in Buying Power of Multicultural Women 18 Years Old and Over, 2009-2014

Figure 3-1: Buying Power of Multicultural Women as Percentage of Total Buying Power of All U.S. Women, 2009 vs. 2014

Section II Demographic Highlights

Chapter 4 Population Trends

Population Growth Trends

Multicultural Women Gain in Importance

Table 4-1: Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 2000 vs. 2008

Hispanic Women Show Fastest Growth Rate

Table 4-2: Growth of the Population of Multicultural Women by Race and Hispanic Origin, 2000 vs. 2008

Multicultural Women Drive Growth in U.S. Women’s Population

Table 4-3: Growth in Population, Multicultural vs. Other Women 18 Years Old and Over, 2000 to 2008

Multicultural Women Projected to Form Majority in 2050

Table 4-4: Growth of the Female Population 20 Years Old and Over by Race and Hispanic Origin, 2010 vs. 2050

Table 4-5: Growth in Population, Multicultural vs. Other Women 20 Years Old and Over, 2010 to 2050

Age Distribution

Multicultural Women Younger than Non-Hispanic White Women

Table 4-6: Population of U.S. Females by Selected Age Group, by Race and Hispanic Origin, 2008

Multicultural Women Significant Factor in Younger Age Groups

Figure 4-1: Multicultural Women as Percentage of Selected Age Groups within U.S. Women’s Population

Latinas Are the Youngest

Table 4-7: Median Age, Multicultural vs. Other Women, 2007

Where Multicultural Women Live

Many Regional Differences in Where Multicultural Women Live

Table 4-8: Population of U.S. Females by Region of Residence, 2008

Multicultural Women Highly Urban

Table 4-9: Population of U.S. Females by Metropolitan vs. Non-Metropolitan Residence, 2008

New York Metro Area Has Largest Population of African-American Women

Table 4-10: States with Largest Populations of African-American Women, 2007

Table 4-11: Metro Areas with Largest Populations of African-American Women, 2007

Nearly Half of Latinas Live in California and Texas

Table 4-12: States with Largest Populations of Hispanic Women, 2007

Table 4-13: Metro Areas with Largest Populations of Hispanic Women, 2007

California Home to 35% of Asian-American Women

Table 4-14: States with Largest Populations of Asian-American Women, 2007

Table 4-15: Metro Areas with Largest Populations of Asian-American Women, 2007

Chapter 5 Social Trends

Marriage and Children

African-American Women Least Likely to Marry

Table 5-1: Marital Status of Females 15 Years Old and Over, Multicultural vs. Non-Hispanic White, 2008

Table 5-2: Marital Status of Hispanic Women 15 Years Old and Over by National Segment, 2007

Table 5-3: Marital Status of Asian-American Women 15 Years Old and Over by Subgroup, 2006

One in Four Latinas Married by Age of 24

Table 5-4: Marital Status of 18- to 44-Year-Old Women by Age Group and Race and Hispanic Origin, 2008

Latinas Youngest to Marry

Table 5-5: Median Age of Women at First Marriage, Multicultural vs. Non-Hispanic White, 2007

Unmarried Mothers More Common among Hispanics and African Americans

Table 5-6: Women 15 to 50 Years Old and Over Who Have Had a Birth in the Past 12 Months, by Age and Race and Hispanic Origin and Marital Status, 2007

Table 5-7: Percent of Births to Unmarried Women by Race and Hispanic Origin, 2007

Latinas Set Pace for Number of Births

Table 5-8: Fertility Rates by Race and Hispanic Origin, 2007

Table 5-9: Number of Births, by Race and Hispanic Origin of Mother, 2007

Births Most Common among Mexican Women

Table 5-10: Hispanic Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007

Table 5-11: Asian-American Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007

Latinas More Likely to Have Three or More Children

Table 5-12: Distribution of 15 to- to 44-Year-Old Women by Average Number of Children Ever Born, by Age Group and Race and Hispanic Origin, 2007

Household Structure

Half of African-American Households Headed by Women

Table 5-13: Household Type by Race and Hispanic Origin, 2007

Table 5-14: Number of Households with Women Living Alone by Race and Hispanic Origin, 2007

Role of Women in Households Varies Widely Across National Subgroups

Table 5-15: Profile of Hispanic Households by Selected National Segment, 2007

Table 5-16: Profile of Hispanic Households by Selected National Segment, 2007

Table 5-17: Profile of Asian-American Households by Subgroup, 2007

Multicultural Women Head Nearly Four Million Families with Children

Table 5-18: Number of Households Headed by Women by Race and Hispanic Origin and Type of Household, 2007

Table 5-19: Number of Households Headed by Women with Children under 18 by Race and Hispanic Origin, 2007

Multicultural Households Relatively Large

Table 5-20: Average Household and Family Size, by Race and Hispanic Origin and National Subgroup, 2007

Social and Political Values

African-American Women Place Higher Value on Religion

Table 5-21: Attitudes toward Religion, Multicultural vs. Non-Hispanic White Women

Multicultural Women in Forefront of 2008 Election

Table 5-22: Percent of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin

Table 5-23: Number of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin

Table 5-24: Growth in Number of Women Voters by Race and Hispanic Origin, 2004 vs. 2008

Chapter 6 Economic Profile

Educational Attainment

Latinas Underrepresented on College Campuses

Table 6-1: Percent of Women Enrolled in College or Graduate School by Race and Hispanic Origin, 2007

Table 6-2: Percent of Hispanic Women Enrolled in College or Graduate School by Subgroup, 2007

Table 6-3: Percent of Asian Women Enrolled in College or Graduate School by Subgroup, 2007

Asian-American Women Most Highly Educated

Table 6-4: Educational Attainment of Women 25 Years Old and Over, by Race and Hispanic Origin, 2007

Table 6-5: Educational Attainment of Hispanic Women by Subgroup, 2007

Table 6-6: Educational Attainment of Asian Women by Subgroup, 2007

Multicultural Women at Work

Black and Hispanic Women Workers Hurt More by Recession

Table 6-7: Women 20 Years and Over in the Labor Force by Race and Hispanic Origin

Table 6-8: Number of Unemployed Women 20 Years and Over by Race and Hispanic Origin, 2007 vs. 2008

Asian-American Women Most Likely to Work as Managers and Professionals

Table 6-9: Occupations of Women 16 Years Old and Over by Race and Hispanic Origin, 2008

Table 6-10: Percent of Hispanic Women Employed as Managers or Professionals by Subgroup, 2007

Table 6-11: Percent of Asian Women Employed as Managers or Professionals by Subgroup, 2007

Multicultural Women Highly Entrepreneurial

Figure 6-1: Percent of Women Who Would Like to Set Up Their Own Business, Multicultural vs. non-Hispanic White

Income and Earnings of Multicultural Women

Asian-American Women Top Earners

Table 6-12: Mean Income and Earnings, Multicultural Women vs. Others, 2007

Table 6-13: Mean Earnings of Hispanic Women Working Full-Time, Year-Round by Subgroup, 2007

Table 6-14: Mean Earnings of Asian-American Women Working Full-Time, Year-Round by Subgroup, 2007

Income and Earnings of Multicultural Women Kept Pace in Early 2000s

Table 6-15: Mean Income of Females 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007

Table 6-16: Mean Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007

Asian-American Women Rank Highest in Income

Table 6-17: Distribution of Income of Women by Race and Hispanic Origin, 2007

Table 6-18: Distribution of Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin

Married Multicultural Women Have Highest Incomes

Table 6-19: Mean Income of Women 18 to 64 Years Old, by Marital Status and Race and Hispanic Origin

Education Raises Incomes of African-American Women

Table 6-20: Mean Income of Full-time Female Workers 25 Years Old and Over, by Educational Attainment and Race and Hispanic Origin

Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More

Table 6-21: Number of Multicultural Women with Income of $50,000 or More, 2007

Section III Consumer Behavior

Chapter 7 How Multicultural Women Spend Leisure Time

Overview

Typical Week in the Life of Multicultural Women Varies Greatly

Table 7-1: Average Hours Spent per Week in Primary Activities, Multicultural vs. White Women, 2008

Hobbies and Leisure Activities Are Similar

Table 7-2: Hobbies and Leisure Activities in Last 12 Months, Multicultural vs. Non-Hispanic White Women

Eating at Home

Kitchen Less Important to African-American Women

Table 7-3: Attitudes toward Cooking, Multicultural vs. Non-Hispanic White Women

Asian-American Women Concerned about Healthy Eating

Table 7-4: Attitudes toward Healthy Eating, Multicultural vs. Non-Hispanic White Women

Frozen Dinners More Often on the Tables of African-American Women

Table 7-5: Attitudes toward Prepared Foods, Multicultural vs. Non-Hispanic White Women

Gourmet Food Interests Multicultural Women

Table 7-6: Attitudes toward Food Styles, Multicultural vs. Non-Hispanic White Women

Multicultural Women Try New Food Products but Stick to Old Recipes

Table 7-7: Attitudes toward Trying New Foods, Multicultural vs. Non-Hispanic White Women

Home Entertainment

Books Important to Multicultural Women

Figure 7-1: Percent of Women Buying Books in the Last 12 Months, Multicultural vs. Non-Hispanic White

Multiple TVs Most Common in Households of African-American Women

Table 7-8: Ownership of Television Sets, Multicultural vs. Non-Hispanic White Women

Table 7-9: Ownership of DVD Players, Multicultural vs. Non-Hispanic White Women

Figure 7-2: Percent of Women Owning DVRs, Multicultural vs. Non-Hispanic White

Multicultural Women Buy Music

Figure 7-3: Percent of Women Buying CDs in Last 12 Months, Multicultural vs. Non-Hispanic White

Figure 7-4: Percent of Women Buying Music Downloads in Last 12 Months, Multicultural vs. Non-Hispanic White

Using the Internet

PCs in the Future of Many Multicultural Women

Table 7-10: Ownership of Personal Computers, Multicultural vs. Non-Hispanic White Women

Figure 7-5: Percent of Women Planning to Buy a Personal Computer, Multicultural vs. Non-Hispanic White

Digital Divide Continues to Narrow

Table 7-11: Internet Use at Home, Multicultural vs. Non-Hispanic White Women

Internet Usage Analyzed

Table 7-12: Online Activities of African American Women in Last 30 Days

Table 7-13: Online Activities of Hispanic Women in Last 30 Days

Table 7-14: Online Activities of Asian-American Women in Last 30 Days

Table 7-15: Online Activities of Non-Hispanic White Women in Last 30 Days

Many Similarities in Websites Visited

Table 7-16: Websites Visited in Last 12 Months by African-American Women

Table 7-17: Websites Visited in Last 12 Months by Hispanic Women

Table 7-18: Websites Visited in Last 12 Months by Asian-American Women

Table 7-19: Websites Visited in Last 12 Months by Non-Hispanic White Women

Keeping in Touch with Family and Friends

Cellphones Becoming Universal Presence among Multicultural Women

Figure 7-6: Percent of Women Owning Cellphone, Multicultural vs. Non-Hispanic White

Family Cellphone Plans Popular with Hispanic and Asian-American Women 139

Table 7-20: Cellphone Plans, Multicultural vs. Non-Hispanic White Women

Latinas Have Highest Cellphone Bills

Table 7-21: Amount of Cellphone Bill Last Month, Multicultural vs. Non-Hispanic White Women

Table 7-22: Additional Cellphone Services, Multicultural vs. Non-Hispanic White Women

Hispanic and Asian-American Women Heavy Long-Distance Callers

Table 7-23: Profile of Long-Distance Telephone Use, Multicultural vs. Non-Hispanic White Women

Prepaid Calling Cards Much More Common

Figure 7-7: Percent of Women with Telephone Credit Card or Prepaid Calling Card, Multicultural vs. Non-Hispanic White

Going Out

Live Entertainment Events Popular

Table 7-24: Attendance at Live Entertainment Events in Last 12 Months, Multicultural vs. Non-Hispanic White Women

Multicultural Women Are Frequent Moviegoers

Table 7-25: Movie Attendance, Multicultural vs. Non-Hispanic White Women

Multicultural Women Frequent Family and Fast Food Restaurants

Figure 7-8: Percent of Women Visiting Family Restaurants & Steak Houses, Multicultural vs. Non-Hispanic White

Figure 7-9: Percent of Women Visiting Fast Food Restaurants, Multicultural vs. Non-Hispanic White

Table 7-26: Fast Food Restaurants Visited the Most, Multicultural vs. Non-Hispanic White Women

Going on Vacation

Hispanic and African-American Women Travel Less Often

Table 7-27: Domestic Travel, Multicultural Women vs. Non-Hispanic White Women

Asian-American Women Frequent Flyers

Table 7-28: Travel Profile, Multicultural Women vs. Non-Hispanic White Women

Chapter 8 How Multicultural Women Manage and Spend Money

Managing Personal Finances

Multicultural Women More Driven by Material Goals

Table 8-1: Attitudes toward Money and Work, Multicultural vs. Non-Hispanic White Women

Being in Debt Less of a Concern for Multicultural Women

Table 8-2: Attitudes toward Spending, Saving and Debt, Multicultural vs. Non-Hispanic White Women

Financial Security a Problem for Black and Hispanic Women

Table 8-3: Financial Self Confidence, Multicultural vs. Non-Hispanic White Women

Asian-American Women More Likely to Use Credit Cards

Figure 8-1: Percent of Women Who Often Prefer to Use Cash for Things They Buy, Multicultural vs. Non-Hispanic White

Table 8-4: Use of Credit Cards, Multicultural vs. Non-Hispanic White Women

Table 8-5: Ownership and Use of ATM/Debit Cards, Multicultural vs. Non-Hispanic White Women

Multicultural Women More Likely to Distrust Banks

Figure 8-2: Percent of Women Who Are Uncomfortable Trusting Money to a Bank, Multicultural vs. Non-Hispanic White

Black and Hispanic Women Remain Underbanked

Table 8-6: Banking and Investments Currently Have, Multicultural vs. Non-Hispanic White Women

African-American Women Likely to Have New Car Loans

Table 8-7: Loans by Category, Multicultural vs. Non-Hispanic White Women

Life Insurance Important to Black Women

Figure 8-3: Percent of Women Agreeing It Is Important to Be Well-Insured with Life Insurance, Multicultural vs. Non-Hispanic White

Table 8-8: Ownership of Insurance by Type of Insurance, Multicultural vs. Non-Hispanic White Women

Asian-American Women Are Investors

Table 8-9: Ownership of Investments, Multicultural vs. Non-Hispanic White Women

Sending Money More Common among Multicultural Women

Table 8-10: Percent Sending Money in Last 12 Months, Multicultural vs. Non-Hispanic White

Expenditure Patterns of Multicultural Consumer Units

Consumer Units Defined

Multicultural Consumer Units More Likely to Be Headed by Women

Table 8-11: Number and Percent of Consumer Units Headed by Women by Race and Hispanic Origin

Table 8-12: Characteristics of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units

Latinos Spend Greatest Share of After-Tax Income

Table 8-13: Total Average Annual Expenditures of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units

Hispanics Spend More on Food

Table 8-14: Shares of Total Average Annual Consumer Expenditures Allocated to Food and Beverages, Multicultural vs. Non-Hispanic White Consumer Units

Expenditure Patterns for Household Furnishings and Equipment Are Similar

Table 8-15: Shares of Total Average Annual Consumer Expenditures Allocated to Household Furnishings and Equipment, Multicultural vs. Non-Hispanic White Consumer Units

Figure 8-4: Percent of Women Spending $475 or More on Household Furnishings in Last 12 Months, Multicultural vs. Non-Hispanic White

Asian Consumers Spend the Most on Women’s Apparel, Hispanics on Men’s Apparel

Table 8-16: Shares of Total Average Annual Consumer Expenditures Allocated to Apparel and Services, Multicultural vs. Non-Hispanic White Consumer Units

Asians Spend the Most on New Cars

Table 8-17: Share of Total Average Annual Consumer Expenditures Allocated to Vehicle Purchases and Related Expenses, Multicultural vs. Non-Hispanic White Consumer Units

African Americans Spend More on Consumer Electronics

Table 8-18: Shares of Total Average Annual Consumer Expenditures Allocated to Entertainment, Multicultural vs. Non-Hispanic White Consumer Units

Hispanics and Blacks Spend More on Personal-Care Products and Services

Table 8-19: Shares of Total Average Annual Consumer Expenditures Allocated to Personal-Care Products and Services, Reading Materials, and Education, Multicultural vs. Non-Hispanic White Consumer Units .168

Multicultural Consumers Spend Less on Health Care

Table 8-20: Share of Total Average Annual Consumer Expenditures Allocated to Health Care, Multicultural vs. Non-Hispanic White Consumer Units

Chapter 9 Shopping Behavior

Overview

African-American Women Are Early Adopters

Table 9-1: Setting Trends and Influencing Others, Multicultural vs. Non-Hispanic White Women

Multicultural Women Like to Shop

Table 9-2: Importance of Shopping, Multicultural vs. Non-Hispanic White Women

Asian-American Women More Price Sensitive

Table 9-3: Price Sensitivity, Multicultural vs. Non-Hispanic White Women

Asian-American Women Like Incentive Offers

Table 9-4: Response to Incentive Offers, Multicultural vs. Non-Hispanic White Women

Figure 9-1: Percent of Women Reporting Households Use Cents-Off Coupons, Multicultural vs. Non-Hispanic White

Table 9-5: Type of Cents-Off Coupons Used, Multicultural vs. Non-Hispanic White Women

Multicultural Women More Likely to Change Brands

Table 9-6: Brand Awareness and Loyalty, Multicultural vs. Non-Hispanic White Women

Asian-American Women More Attuned to Environmental Concerns When Shopping

Table 9-7: Impact of Environmental Attitudes on Shopping Behavior, Multicultural vs. Non-Hispanic White Women

African-American Kids Have More Influence on Shopping Decisions of Moms

Table 9-8: Children’s Influence on Shopping Behavior, Married Multicultural vs. Married Non-Hispanic White Mothers

Table 9-9: Children’s Influence on Shopping Behavior, Single Multicultural vs. Single Non-Hispanic White Mothers

Hispanic Moms Indulge Their Kids

Table 9-10: Attitudes toward Indulging Kids, Married Multicultural vs. Married Non-Hispanic White Mothers

Table 9-11: Attitudes toward Indulging Kids, Single Multicultural vs. Single Non-Hispanic White Mothers

Shopping in Stores

Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing

Table 9-12: Attitudes toward Shopping as a Social Experience, Multicultural vs. Non-Hispanic White Women

African-American Women More Likely to Be Impulse Buyers

Table 9-13: Attitudes toward Impulse Buying, Multicultural vs. Non-Hispanic White Women

Latinas Less Likely to Browse

Table 9-14: In-Store Shopping Behavior, Multicultural vs. Non-Hispanic White Women

Convenient Location less of a Factor for African-American Women When Deciding Where to Shop

Table 9-15: Criteria for Store Selection, Multicultural vs. Non-Hispanic White Women

Shopping Patterns Vary across Multicultural Market Segments

Table 9-16: Shopping Patterns, Multicultural vs. Non-Hispanic White Women

Many Similarities in Choices of Department and Discount Stores

Table 9-17: Leading Department/Discount Stores Shopped in Last 3 Months, Multicultural vs. Non-Hispanic White Women

Online and Catalog Shopping

Asian-American Women Depend More on Online Shopping

Table 9-18: Impact of the Internet on Shopping Behavior, Multicultural vs. Non-Hispanic White Women

Figure 9-2: Percent Making a Purchase on the Internet in Last 12 Months, Multicultural vs. Non-Hispanic White

African-American Women Like Catalog Shopping

Figure 9-3: Percent Buying from a Catalog in Last 12 Months, Multicultural vs. Non-Hispanic White

Chapter 10 Highlights of Consumer Behavior

Fashion

Multicultural Women Look to Make Fashion Statements

Table 10-1: Attitudes toward Fashion and Style, Multicultural vs. Non-Hispanic White Women

Multicultural Women Like to Shop for Clothes

Table 10-2: Attitudes toward Shopping and Buying Clothes, Multicultural vs. Non-Hispanic White Women

Black and Asian-American Women More Likely to Buy Dresses

Table 10-3: Clothing Items and Accessories Bought in Last 12 Months by African-American Women

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

Table 10-5: Clothing Items and Accessories Bought in Last 12 Months by Asian-American Women

Table 10-6: Clothing Items and Accessories Bought in Last 12 Months by Non-Hispanic White Women

Hispanic and African-American Women Choose Many of the Same Brands of Jeans

Figure 10-1: Percent of Women Buying Jeans in Last 12 Months, Multicultural vs. Non-Hispanic White

Table 10-7: Jeans Bought in Last 12 Months by African-American Women

Table 10-8: Jeans Bought in Last 12 Months by Hispanic Women

Table 10-9: Jeans Bought in Last 12 Months by Non-Hispanic White Women

Many Differences in Use of Personal-Care Products

Table 10-10: Use of Personal-Care Products, Multicultural vs. Non-Hispanic White Women

Health and Wellness

Multicultural Women Less Likely to Have Ailments

Figure 10-2: Percent of Women Reporting Any Ailment in Last 12 Months, Multicultural vs. Non-Hispanic White

Table 10-11: Ailments in Last 12 Months of African-American Women

Table 10-12: Ailments in Last 12 Months of Hispanic Women

Table 10-13: Ailments in Last 12 Months of Non-Hispanic White Women

Hispanic Women Less Likely to Have Regular Checkups

Figure 10-3: Percent of Women Who Say They Have Regular Medical Checkups, Multicultural vs. Non-Hispanic White

Table 10-14: Percent Consulting Health Professionals in Last 12 Months by Category of Professional, Multicultural vs. Non-Hispanic White

Multicultural Women Willing to Pay More for Brand-Name Meds

Figure 10-4: Percent of Women Taking Prescription Medicines in Last 12 Months, Multicultural vs. Non-Hispanic White

Figure 10-5: Percent of Women Agreeing It Is Worth Paying More for Brand Prescription Medicines, Multicultural vs. Non-Hispanic White

Pharmaceutical Advertising More Effective

Figure 10-6: Percent of Women Who Always Look for the Most Advertised Medicines Available, Multicultural vs. Non-Hispanic White

Multicultural Women See Pharmaceutical Companies as Useful Information Source

Figure 10-7: Percent of Women Who Agree that Pharmaceutical Companies Are Useful Source of Information, Multicultural vs. Non-Hispanic White

Less Reliance on Doctors

Table 10-15: Degree of Trust in Physicians, Multicultural vs. Non-Hispanic White Women

Alternative Medicine Favored

Figure 10-8: Percent of Women Preferring Alternative Medicine to Standard Medical Practice, Multicultural vs. Non-Hispanic White

Use of OTC Meds Less Common

Table 10-16: Percent Using Over-the-Counter Medications, Multicultural vs. Non-Hispanic White

Multicultural Women Less Likely to Take Vitamins

Table 10-17: Attitudes toward Vitamins, Multicultural vs. Non-Hispanic White Women

Automotive

Car Ownership Less Common among Black and Hispanic Women

Figure 10-9: Percent of Women Who Own or Personally Lease a Vehicle, Multicultural vs. Non-Hispanic White

When Driving Their Cars, Asian-American Women Want Safety and Comfort, African-American Women Want to Have Fun,

Table 10-18: Reasons for Buying a Car, Multicultural vs. Non-Hispanic White Women

Opinions on New and Used Cars Differ

Table 10-19: Attitudes toward New and Used Cars, Multicultural vs. Non-Hispanic White Women

African-American Women Look to American Cars, Asian-American Women Prefer Foreign Cars

Table 10-20: Attitudes toward Foreign and Domestic Cars, Multicultural vs. Non-Hispanic White Women

Auto Ownership Patterns Analyzed

Table 10-21: Profile of Automobile Ownership, Multicultural vs. Non-Hispanic White Women

Asian-American Women Service Cars More Often

Table 10-22: Automotive Maintenance/Repair Service in Last 12 Months, Multicultural vs. Non-Hispanic White Women

Chapter 11 Multicultural Women and the Media

Print Media

African-American Women Rely on Newspapers for Information

Table 11-1: Attitudes toward Newspapers, Multicultural vs. Non-Hispanic White Women

Table 11-2: Readership of English Language Newspapers, Multicultural vs. Non-Hispanic White Women

Latinas Look to Magazines for Entertainment

Table 11-3: Attitudes toward Magazines, Multicultural vs. Non-Hispanic White Women

Magazine Preferences Listed

Table 11-4: Most Popular Magazines of African-American Women

Table 11-5: Most Popular English-Language Magazines of Hispanic Women

Table 11-6: Most Popular English-Language Magazines of Asian-American Women

Table 11-7: Most Popular Magazines of Non-Hispanic White Women

Television and Radio

Multicultural Women Less Likely to Multitask When Watching TV

Table 11-8: Attitudes toward Television, Multicultural vs. Non-Hispanic White Women

More African-American Women Invest in Premium Cable Channels

Table 11-9: Percent Receiving Premium Cable Channels, Multicultural vs. Non-Hispanic White

Cable TV Preferences Analyzed

Table 11-10: Most Popular Cable Television Channels of African-American Women

Table 11-11: Most Popular English-Language Cable Television Channels of Hispanic Women

Table 11-12: Most Popular English-Language Cable Television Channels of Asian-American Women

Table 11-13: Most Popular Cable Television Channels of Non-Hispanic White Women

Radio Less Popular

Table 11-14: Attitudes toward Radio, Multicultural vs. Non-Hispanic White Women

Radio Format Preferences Vary

Table 11-15: Most Popular Radio Formats, Multicultural vs. Non-Hispanic White Women

Impact of the Internet on Traditional Media Usage

Internet Has Major Impact on Media Habits of Asian-American Women

Table 11-16: Impact of the Internet on Media Usage, Multicultural vs. Non-Hispanic White Women

Online Media Choices Analyzed

Table 11-17: Leading Online Media Activities, Multicultural vs. Non-Hispanic White Women

Receptivity to Advertising

Multicultural Women Have Positive Feelings about Advertising

Table 11-18: Attitudes toward Advertising in General, Multicultural vs. Non-Hispanic White Women

Multicultural Women Stay Tuned When TV Commercials Air

Table 11-19: Attitudes toward Television Advertising, Multicultural vs. Non-Hispanic White Women

Magazine Ads Capture Attention of Multicultural Women

Table 11-20: Attitudes toward Magazine Advertising, Multicultural vs. Non-Hispanic White Women

Multicultural Women Prime Targets for Outdoor Advertising

Table 11-21: Receptivity to Outdoor Advertising, Multicultural vs. Non-Hispanic White Women

Product Placement Works with Multicultural Women

Table 11-22: Impact of Product Placement, Multicultural vs. Non-Hispanic White Women

Appendix: Addresses of Selected U.S. Multicultural Women’s Market Resources

Abstract

Already accounting for nearly a third of the women's population, multicultural women will be in the majority in a little more than 30 years. Barely 20 years from now, multicultural women will predominate among 25- to 44-year-old women-those most heavily engaged in the life tasks of building careers, forming households and families and raising children.

Black, Hispanic, Asian-American and other multicultural women already wield buying power in excess of $1 trillion and are the primary decision-makers in the vast majority of their homes. This completely new Packaged Facts report provides marketing executives with a roadmap to tap into the growing economic clout of multicultural women.

The first chapters of the report provide an overview of market trends and opportunities and the buying power of multicultural women. The report continues with chapters on demographic trends affecting the multicultural women's market, including population growth and economic and social trends. The next section of the report provides an in-depth analysis of the consumer behavior of multicultural women. It includes chapters on how multicultural women spend leisure time and manage and spend money. Other chapters profile their shopping behavior and their attitudes and behavior with respect to fashion, health and wellness and car ownership. The last chapter of the report analyzes media usage patterns and receptivity to advertising.

Read an excerpt from this report below.

This report is based on information collected directly from firms active in the multicultural women's market as well as a comprehensive analysis of relevant industry and trade publications. The principal primary research source used in the report is the Experian Simmons Winter 2009 National Consumer Study. Census Bureau sources include the latest available population estimates and projections as well as data from the 2007 American Community Survey and March 2009 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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