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Published by: Mintel International Group Ltd.
Published: Jul. 1, 2009 - 81 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- ENTERTAINMENT TRENDS
- ENTERTAINMENT CHOICES
- SPORTS AND GAMES
- Sports
- Games
- Video games
- AUTHENTICITY AND CULTURAL IDENTITY
- UNDERSTANDING THE CONSUMER
- Demographics
- Acculturation
- ENTERTAINMENT TRENDS
- ENTERTAINMENT PREFERENCES
- Entertainment preference by race/Hispanic origin
- Figure 1: Leisure activities preferred—Hispanics vs. non-Hispanics, July 2007-September 2008
- Leisure/Hobbies by race/Hispanic origin
- Figure 2: Leisure and hobbies participated in—Hispanics vs. non-Hispanics, July 2007-September 2008
- Sports choices by race/Hispanic origin
- Figure 3: Sports/fitness activities participated in—Hispanics vs. non-Hispanics, July 2007-September 2008
- Entertainment activities of Hispanic consumers
- By age
- Figure 4: Hispanic participation in entertainment activities, by age, February 2009
- By income
- Figure 5: Hispanic participation in entertainment activities, by income, February 2009
- By language
- Figure 6: Hispanic entertainment preferences, by language preference in the home, February 2009
- ENTERTAINMENT EVENTS
- By age
- Figure 7: Hispanic entertainment attendance, by age, February 2009
- By income
- Figure 8: Hispanic entertainment attendance, by income, February 2009
- By language preference
- Figure 9: Hispanic entertainment attendance, by language preference in the home, February 2009
- MEDIA AND ENTERTAINMENT
- By age
- Figure 10: Hispanic entertainment media selection, by age, February 2009
- By income
- Figure 11: Hispanic entertainment media selection, by income, February 2009
- By language
- Figure 12: Hispanic entertainment media selection, by language preference, February 2009
- ENTERTAINMENT CHOICES
- PERFORMANCES
- By race/Hispanic origin
- Figure 13: Type of performances attended—Hispanics vs. non-Hispanics, July 2007-September 2008
- By income
- Figure 14: Type of performances attended by Hispanics, by household income, July 2007-September 2008
- MOVIES
- By race/Hispanic origin
- Figure 15: Types of movie DVDs rented—Hispanics vs. non-Hispanics, July 2007-September 2008
- Figure 16: Types of movie DVDs purchased—Hispanics vs. non-Hispanics, July 2007-September 2008
- By language
- Figure 17: Hispanics who have rented DVD movies, by language preference when watching TV, July 2007-September 2008
- Figure 18: Hispanics who have purchased DVD movies, by language preference when watching TV, July 2007-September 2008
- MUSIC
- By race/Hispanic origin
- Figure 19: Music preferred—Hispanics vs. non-Hispanics, July 2007-September 2008
- By gender
- Figure 20: Music preferred by Hispanics, by gender, July 2007-September 2008
- By language preference
- Figure 21: Music preferred by Hispanics, by language preference in the home, July 2007-September 2008
- BOOKS
- By race/Hispanic origin
- Figure 22: Type of books purchased—Hispanics vs. non-Hispanics, July 2007-September 2008
- By education attainment
- Figure 23: Type of books purchased by Hispanics, by education levels, July 2007-September 2008
- By language preference
- Figure 24: Type of books purchased by Hispanics, by language preference when reading, July 2007-September 2008
- ACTIVITIES AND HOBBIES
- By race/Hispanic origin
- Figure 25: Consumption habits for various activities and hobbies—Hispanics vs. non-Hispanics, July 2007-September 2008
- By gender
- Figure 26: Hispanic consumption of activities and hobbies, by gender, July 2007-September 2008
- By language preference
- Figure 27: Hispanic consumption of activities and hobbies, by language spoken in the home, July 2007-September 2008
- SPORTS AND GAMES
- LEISURE ACTIVITIES
- By race/Hispanic origin
- Figure 28: Leisure activities preferred—Hispanics vs. non-Hispanics, July 2007-September 2008
- VIDEO GAME PURCHASES AND RENTALS
- By race/Hispanic origin
- Figure 29: Number of video games bought—Hispanics vs. non-Hispanics, July 2007-September 2008
- Figure 30: Number of video games rented—Hispanics vs. non-Hispanics, July 2007-September 2008
- Figure 31: When video games are purchased—Hispanics vs. non-Hispanics, July 2007-September 2008
- Brand of video games played by race/Hispanic origin
- Figure 32: Brand of video games own or play—Hispanics vs. non-Hispanics, July 2007-September 2008
- Type of video game consumed by Hispanics and non-Hispanics
- Figure 33: Type of video games owned or bought—Hispanics vs. non-Hispanics, July 2007-September 2008
- GAMES AND TOYS
- Games and toys preferences by race/Hispanic origin
- Figure 34: Type of games and toys bought—Hispanics vs. non-Hispanics, July 2007-September 2008
- Figure 35: Baby Abuelita dolls
- Games and toys expenditure by race/Hispanic origin
- Figure 36: Expenditures on games and toys bought—Hispanics vs. non-Hispanics, July 2007-September 2008
- Games and toys consumption by household type
- Figure 37: Hispanics’ consumption of games and toys, by household type, July 2007-September 2008
- Games and toys consumption by age
- Figure 38: Hispanics’ consumption of games and toys, by age, July 2007-September 2008
- SPORTS PLAYED/PARTICIPATED
- By Hispanics and non-Hispanics
- Figure 39: Sports participation—Hispanics vs. non-Hispanics, July 2007-September 2008
- By age
- Figure 40: Hispanics who participated in sports, by age, July 2007-September 2008
- By gender
- Figure 41: Hispanics who participated in sports, by gender, July 2007-September 2008
- SPORTS INTERESTED IN
- By Hispanics and non-Hispanics
- Figure 42: Interest in sports—Hispanics vs. non-Hispanics, July 2007-September 2008
- By age
- Figure 43: Hispanics interested in sports, by age, July 2007-September 2008
- By gender
- Figure 44: Hispanics interested in sports, by gender, July 2007-September 2008
- AUTHENTICITY AND CULTURAL IDENTITY
- CULTURAL SELF-IDENTITY
- ENTERTAINMENT CHOICES AND AUTHENTICITY
- Entertainment events preferred by Hispanics
- Figure 45: Entertainment events attended by Hispanics, February 2009
- Music
- Figure 46: Hispanic entertainment preferences, by frequency, February 2009
- Figure 47: Language preference when listening to music, February 2009
- Dance
- Figure 48: Luna Negra Dance Theater, cotemporary Latino Dance company
- Theater
- Figure 49: In the Heights 2008 Tony Award winning musical
- Movies
- Figure 50: Chicago Latino Film Festival, 2008
- Figure 51: TV ad for the movie, Rudo y Cursi, 2009
- Figure 52: TV ad for the movie, Sugar, 2009
- Museums
- Books
- Figure 53: The Brief Wondrous Life of Oscar Wao, 2008 Pulitzer Prize Fiction Winner
- Figure 54: Ruins, by Achy Obejas
- ADVERTISING OF ENTERTAINMENT
- NEWSPAPER AND ONLINE
- Hoy newspaper
- White Sox Website
- MAGAZINE
- Hispanic magazine
- Figure 55: Hispanic Magazine, The Entertainment Issue, May 2009
- CABLE BROADCAST
- ESPN Deportes TV
- Figure 56: Television ad for ESPN Deportes
- GolTV
- MTV Tr3s (Tres)
- U.S. HISPANIC POPULATION
- DEMOGRAPHIC DATA
- U.S. Hispanic population
- U.S. population by race/Hispanic origin
- Figure 57: Population, by race/Hispanic origin, 1970-2020
- Figure 58: Asian/Pacific Islander, Black, and Hispanic populations, 1970-2020
- Figure 59: Population, by race and Hispanic origin, 2003-13
- The Hispanic and non-Hispanic population
- By age
- Figure 60: Hispanic population, by age, 2003-13
- Figure 61: Total U.S. population, by age, 2003-13
- Generations
- Hispanics by generation
- Figure 62: Generations, by Hispanic origin, 2008
- Hispanic fertility rate
- Figure 63: Fertility rate, by race and Hispanic origin of mother, 1996-2006
- Country of origin/heritage
- Figure 64: Hispanic population, by country of origin/heritage, 2007
- Figure 65: Graph: Hispanics, by country of origin/heritage, 2007
- GEOGRAPHIC LOCATION
- Hispanics by geographic concentration
- Figure 66: Graph: Hispanic population, by region and by country of origin/heritage, 2007
- Figure 67: Hispanic population, by region and by country of origin/heritage, 2007
- Figure 68: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
- Figure 69: Hispanic population, 2000 and 2006
- Key Hispanic metropolitan areas
- Figure 70: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- HISPANICS’ FINANCIAL DATA
- Hispanic purchasing power
- Figure 71: Purchasing power, by race/Hispanic origin, 2007
- Hispanic income levels
- Figure 72: Largest Hispanic markets, by Hispanic disposable income, 2005
- Hispanics’ economic growth
- Hispanics’ category expenditures
- Figure 73: Expenditures, by Hispanic origin of consumer unit reference person, 2006 and 2007
- THE HISPANIC HOUSEHOLD
- Figure 74: Average household size, by Hispanic origin/race of householder, 2001 and 2006
- Figure 75: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
- Figure 76: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
- APPENDIX: SIMMONS
- Figure 77: Hispanic and non-Hispanics, attended comedy clubs, July 2007-September 2008
- Figure 78: Hispanic and non-Hispanics, attended classical concerts, July 2007-September 2008
- Figure 79: Hispanic and non-Hispanics, attended country concerts, July 2007-September 2008
- Figure 80: Hispanic and non-Hispanics, attended concert—rock/pop, July 2007-September 2008
- Figure 81: Hispanic and non-Hispanics, attended a dance performance, July 2007-September 2008
- Figure 82: Hispanic and non-Hispanics, attended a live theater performance, July 2007-September 2008
- Figure 83: Hispanics that attended comedy clubs, by income, July 2007-September 2008
- Figure 84: Hispanics that attended classical concerts, by income, July 2007-September 2008
- Figure 85: Hispanics that attended a rock/pop concert, by income, July 2007-September 2008
- Figure 86: Hispanics that attended a dance performance, by income, July 2007-September 2008
- APPENDIX: TRADE ASSOCIATIONS
AbstractWhether movies, music or books, consumption by Latinos has captured the attention of the entertainment industry. This industry has also realized that consumers want to see themselves reflected on the big screen, on the airwaves, in books, and just about anything that touches their lives. This has created opportunities for Latino actors, writers, musicians, athletes, producers, directors, etc. to bring forth their talents and create content that appeals to a multicultural America.
Following the Ricky Martin craze in 1999 after his Grammy for Livin’ la Vida Loca, Latino music reached a crescendo. Martin’s success was followed by many other popular groups and musicians. This big infusion of Latino music in the U.S. is significant because it coincided with the biggest U.S. Latino population growth of nearly 60% that took place from 1990-2000. At the time, Latino music reached the largest number of Hispanic audiences, thanks in part to accessibility through integrated media and not solely radio. Along with a growing Hispanic market for music, events such as The Latin Grammys, Billboard, and Latino Music Awards came into being and continue to promote Latino musicians in the U.S. The popularity of Latino music has created a lucrative Hispanic market of avid consumers of music and loyal radio listeners. Broadcasters are capitalizing on this trend by offering additional advertising opportunities to their clients.
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