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Published by: Mintel International Group Ltd.
Published: Jun. 1, 2009
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Hispanic purchasing power
- Financial position is strong and growing
- Unease in today’s economy is leading to cut-backs in spending
- Hispanics’ category expenditures
- Hispanic market share has increased significantly across all categories
- Hispanics with lower levels of acculturation overspend in certain categories
- Hispanics in the workforce
- Hispanics working old and young
- Construction industry is the dominant employer of Hispanics
- Unemployment increasing most for Hispanics
- Hispanics and money
- Family over money
- Optimistic yet careful
- Understanding the consumer
- Demographics
- Acculturation
- Hispanic Purchasing Power
- Hispanics financial data
- Hispanic purchasing power
- Figure 1: Purchasing power, by race/Hispanic origin, 2007
- U.S. household income distribution
- Figure 2: Median household income, by race and Hispanic origin of householder, 2007
- Figure 3: Household income distribution, by race and Hispanic origin of householder, 2007
- Hispanic income levels
- Figure 4: Largest Hispanic markets, by Hispanic disposable income, 2005
- Hispanics’ economic growth
- Hispanics and the economy
- Hispanics in today’s economy
- Figure 5: Hispanics now looking for deals/sales more than they did a year ago, by household income, December 2008
- Hispanics’ economic outlook
- Figure 6: Hispanics who describe the U.S. as a land of opportunity, by household income, December 2008
- Hispanics by income
- Figure 7: Hispanic attitudes about personal finances, by household income, December 2008
- Hispanics by age group
- Figure 8: Hispanic attitudes about personal finances, by age group, December 2008
- Hispanics by language preference
- Figure 9: Hispanic attitudes about personal finances, by country of birth, December 2008
- The Hispanic household
- Figure 10: Average household size, by Hispanic origin/race of householder, 2001 and 2006
- Figure 11: Households, by number of persons in the household, Hispanics vs. non-Hispanics, 2006
- Figure 12: Households, by presence of children, Hispanics vs. non-Hispanics, 2006
- Hispanic household earners
- Figure 13: Number of earners in Hispanic households, by household income, December 2008
- Income earners by language preference at home
- Figure 14: Number of earners in Hispanic households, by language preference, December 2008
- Hispanics’ Category Expenditures
- Household expenditure growth
- Historic household expenditure by category
- Figure 15: Total expenditures on key categories, Hispanic and non-Hispanic 2001-07
- Estimated household expenditure by category
- Figure 16: Average household expenditures on key categories, Hispanic and non-Hispanic 2007-09
- Transportation
- Hispanics’ share of total transportation spend
- Figure 17: Hispanic share of spend on all transportation, 2000-07
- Change in Hispanic spending on transportation
- Figure 18: Change in average annual transportation expenditures by Hispanics, 2007-09
- Apparel
- Hispanics’ share of total apparel spend
- Figure 19: Hispanic share of spend on apparel, 2000-07
- Share of income spent on apparel
- Figure 20: Apparel expenditures as percentage of income, Hispanic vs. non-Hispanic, 2006 and 2007
- Change in Hispanic spending on apparel
- Figure 21: Change in average annual apparel expenditures by Hispanics, 2007-09
- Household entertainment spending
- Hispanics’ share of total entertainment spend
- Figure 22: Hispanic share of spend on entertainment, 2000-07
- Change in Hispanic spending on entertainment
- Figure 23: Change in average annual entertainment expenditures by Hispanics, 2007-09
- Household grocery spending
- Spending by race/Hispanic origin
- Figure 24: Average spent on groceries per week by race/Hispanic origin, July 2007-September 2008
- Grocery spending by household income
- Figure 25: Household grocery expenditure, by houshold income, Hispanic vs. non-Hispanic, July 2007-September 2008
- Hispanic spending by language preference
- Figure 26: Hispanic household grocery expenditure, by language preference when reading, July 2007-September 2008
- Hispanics in the Workforce
- U.S. employment
- Employment status of Hispanics and non-Hispanics
- Figure 27: Employment status, Hispanic vs. non-Hispanic, October 2007-December 2008
- Hispanic employment status by gender
- Figure 28: Hispanic employment status, by gender, October 2007-December 2008
- Income earners per household
- Employed adults in household by race/Hispanic origin
- Figure 29: Number of household income earners, Hispanic vs. non-Hispanic, October 2007-December 2008
- Hispanic employment status by income
- Figure 30: Hispanic employment status, by household income, October 2007-December 2008
- Hispanics’ employment status by age
- Figure 31: Hispanic employement status, by age, October 2007-December 2008
- Hispanic employment status by educational attainment
- Figure 32: Hispanic employement status, by education, October 2007-December 2008
- Types of employment
- Employment by industry, Hispanic vs. non-Hispanic
- Figure 33: Employment by industry, by Hispanic/non-Hispanic, October 2007-December 2008
- Employment by industry, Hispanics by gender
- Figure 34: Hispanic employment by industry, by gender, October 2007-December 2008
- Employment by industry, Hispanics by place of birth
- Figure 35: Hispanic employment by industry, by place of birth, October 2007-December 2008
- Employment by industry, Hispanics by language preferred when reading
- Figure 36: Hispanic employment by industry, by language prefered when reading, October 2007-December 2008
- Unemployment
- Hispanics vs. all workers
- Figure 37: Unemployment rate, by Hispanic vs. all, March 2009
- Hispanics by place of birth
- Figure 38: Hispanic unemployment rate, by place of birth, January 2009
- Unemployment benefits collection among Hispanics
- Figure 39: Number of Hispanics collecting unemployment compensation, by median household income level, 2007
- Hispanics and Money
- Attitudes towards money
- By Hispanic vs. non-Hispanic
- Figure 40: Attitudes towards money, by Hispanic/non-Hispanic, October 2007-December 2008
- Hispanics by gender
- Figure 41: Hispanic attitudes towards money, by gender, October 2007-December 2008
- Hispanics by household income
- Figure 42: Hispanic attitudes towards money, by household income, October 2007-December 2008
- Hispanics by language preference
- Figure 43: Hispanic attitudes towards money by language preference, October 2007-December 2008
- Spending in today’s economy
- Hispanic attitudes: Impact of the new President
- Figure 44: Hispanic attitudes: “my financial situation will improve with this new President,” by household income, December 2008
- Hispanic attitudes: careful with money/looks for best deals
- Figure 45: Hispanic attitudes about personal finances, by household income, December 2008
- Hispanics and remittances
- Figure 46: Hispanics attitudes to remittances and family support, by language preference in the home, December 2008
- Figure 47: Hispanics attitudes to remittances and family support, by age, December 2008
- Hispanics and savings
- Saving habits of Hispanics by household income
- Figure 48: Hispanics ability to save and reasons for saving, by household income, December 2008
- Saving habits of Hispanics by language preference
- Figure 49: Hispanics ability to save and reasons for saving, by Hispanic language preference in the home, December 2008
- U.S. HISPANIC POPULATION
- Key facts
- U.S. population by race/Hispanic origin
- Figure 50: Population by race/Hispanic origin, 1970-2020
- Figure 51: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
- Figure 52: Population, by race and Hispanic origin, 2004-14
- The Hispanic and total U.S. population by age
- Figure 53: U.S. Hispanic population, by age, 2004-14
- Figure 54: Total U.S. population by age, 2004-14
- Hispanics by generation
- Figure 55: Generations by Hispanic vs. non-Hispanic, 2008
- Figure 56: Fertility rate, by race and Hispanic origin of mother, 1996-2006
- Hispanics by country of origin/heritage
- Figure 57: Hispanic population, by country of origin/heritage, 2007
- Figure 58: Graph Hispanics, by country of origin/heritage, 2007
- Hispanics by geographic concentration
- Figure 59: Hispanic population, by region, by country of origin/heritage, 2007
- Figure 60: Graph: Hispanic population, by region, 2007
- Figure 61: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
- Figure 62: Hispanic population, states with greatest percentage increase, 2000-06
- Key Hispanic metropolitan areas
- Figure 63: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- ACCULTURATION
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
- Unacculturated/Enculturated
- Acculturated/Bicultural
- Assimilated
- Figure 64: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
- Retro-acculturation
- APPENDIX: ADDITIONAL TABLES
- Figure 65: Hispanic types of employment status, by age group, October 2007-December 2008
- Figure 66: Hispanics who describe the U.S. as a land of opportunity, by age group, December 2008
- Figure 67: Hispanic attitudes: “my financial situation will improve with this new President,” by age, December 2008
- APPENDIX: ASSOCIATIONS AND ORGANIZATIONS LINKED WITH THE HISPANIC CONSUMER
AbstractIn 2008, more than 60% of all Hispanics were under 34 years old. Hispanics represent the nation’s largest and fastest growing minority group, and yet the Hispanic population remains relatively young. The large and growing group of young Hispanics is not an idle population: many of them are working. Because most young Hispanics do not yet have substantial financial obligations such as expenses supporting a family or mortgage payments, these Hispanics have a greater amount of income to purchase discretionary items. Marketers that understand the behaviors of young Hispanics will be able to simultaneously reach this group today and begin to form a relationship with their products that will last as the group reaches later stages in life.
Hispanics aged 18-24 are internet-savvy. More so than their parents and older relatives, this group is likely to feel comfortable using the internet and spend a large amount of their time online. The internet is therefore a prime location for marketers looking to reach young Hispanics. Young Hispanics use the internet primarily to connect with their friends and family. Advertisers can rely on social networking sites such as myspace.com or facebook.com to reach this audience. Spanish-language websites such as univvision.com and telelmundo.com are popular with the Hispanic audience. However, because many young Hispanics were born in the U.S. and are proficient in both the English language and culture, these Spanish-centered sites may not be as successful in reaching the young Hispanic audience. Given the growing number of Hispanic focused English-language and bilingual sites, many brands are connecting with consumers through a series of sites.
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