Hispanic Marketing: Addressing Acculturation

Published by: EPM Communications Inc

Published: Aug. 1, 2009 - 20 Pages

Table of Contents

Hispanic Marketing: Addressing Acculturation

Table of Contents

Executive Summary

Section I: Demographic Snapshot Of The Hispanic Market

Blacks, Asians, Hispanics To Become The Majority Of The U.S. Population in 2042

Exhibit: U.S. Population, By Race/Ethnicity, 2008 vs. 2050

Exhibit: Factors That Change The Population, Hispanic Vs. U.S. Overall, 2010-2050

Hispanic Women Are More Educated Than Hispanic Men

Exhibit: Hispanic Educational Attainment, Men Vs. Women

Emerging Majority Men And Women In America

Exhibit: Hispanic Americans, By Age And Gender

Emerging Majorities Account For A Quarter Of U.S. Buying Power

Top 10 Hispanic Markets Reveal The Diversity Of The Population

Exhibit: Demographics Of The Top 10 Hispanic Markets In The U.S.

Section II: Hispanic Identity & Levels of Acculturation

Defining Levels Of Acculturation

Exhibit: Demographics Of Hispanics, By Level Of Acculturation

Exhibit: Hispanic Americans, By Level Of Acculturation

Exhibit: Hispanic Acculturation Segments, By Country Of Origin

Defining Assimilation Versus Acculturation

Retro-Acculturation: Young Hispanics Reconnect To Their Familial Heritage

Immigrant Identity: Who Is Hispanic And Who Is American

Exhibit: Hispanics Who Have Ever Described Themselves As American, By Length Of Time In The U.S.

Section III: Language & Values

Hispanicsí English Ability Predictable Via Demographics

Exhibit: Foreign-Born Hispanics With Limited Ability To Speak English, By Place Of Birth

Exhibit: Hispanics Who Speak English Well, By Generation

Exhibit: Hispanic English Fluency, By Years In The U.S.

Hispanicsí Values Vary By Acculturation

Exhibit: Hispanic Attitudes Toward Their Childrenís Values, By Generation

Older Hispanics Embrace The Native Tongue And English As Essentials

Fast Facts About Acculturated Hispanic Baby Boomers

Exhibit: Boomersí Attitudes Toward Life, Bicultural And Acculturated Hispanics Vs. General Market

Hispanic Boomers Spend To Improve Their Homes

Exhibit: Baby Boomer Attitudes Toward Their Homes, Bicultural And Acculturated Hispanics Vs. General Market

Exhibit: Baby Boomer Plans To Remodel Kitchens And Baths, Bicultural And Acculturated Hispanics Vs. General Market

Acculturation Affects Hispanic Palates

Latino Health Habits Vary By Acculturation Level

Section IV: Media

Hispanic Boomers Lag In Tech Use, But Lead In Tech Spending

Exhibit: Baby Boomer Attitudes Toward Technology, Bicultural And Acculturated Hispanics Vs. General Market

Hispanicsí Language Preference In Media Varies By Content, Use, And Demographic Factors

Exhibit: Hispanics Who Prefer English-Language Media, By Age

Exhibit: Hispanics Who Prefer English-Language Media, By U.S. Region

Hispanics Have Access To Spanish-Language TV, But Nearly All Watch English-Language TV Weekly

Exhibit: Hispanic Weekly TV Viewing, Spanish-Language Vs. English-Language

Exhibit: Hispanicsí Weekly Viewing Of Spanish-Language and English-Language TV, By Level Of Assimilation

Hold The Line: English-Speaking Urban Latinos Lead Use And Spending For Telecom Services

Exhibit: Hispanic Spending On Telecommunication Services, By Language Preference

Exhibit: Ownership Of Handheld Devices With Internet And Video, Urban Residents Vs. English-Dominant Urban Hispanics

About EPM Communications, Inc.

Abstract

• Demonstrates how U.S. Hispanics’ levels of acculturation affect their traditional Hispanic values.
• Illuminates the process by which Hispanics adopt (or avoid) American traditions.
• Reveals the nuances that affect their cultural identity, language and media preferences.
• Examines the conflict over assimilation vs. acculturation.
• Uncovers the trend toward “retro-acculturation” among Hispanic youth born and raised in the U.S. who want to explore their roots and adopt the traditions of their family’s country of origin.

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