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The U.S. Hispanic Market


Attention: There is an updated edition available for this report.

This completely new Packaged Facts report provides a timely analysis of the consumer market created by the 35.3 million Hispanics living in the United States, who now make up the largest minority population segment in the country. The report begins by using the latest available data from Census 2000 and a wide variety of other sources to construct an in-depth demographic profile of the Hispanic population. Variables analyzed include population distribution, income levels, family structure, employment patterns, educational achievement, and social values. Factors affecting the growth of the U.S. Hispanic market, such as immigration patterns and birth rates, are assessed, and estimates of market size and growth are provided. The report then analyzes the consumer behavior of Hispanics, including their shopping behavior and buying patterns. The growing significance of e-commerce in the Hispanic market is evaluated in detail. The report provides an overview of Hispanic media, including television, radio, print and online media. The marketing and promotional approaches and selected advertising campaigns of major companies active in the U.S. Hispanic market are reviewed, and case studies of Hispanic marketing strategies are provided. Appendices include information about resources available to companies interested in the Hispanic market and examples of advertisements targeting the market.

Between 1990 and 2000 the Hispanic population grew more than four times as fast as the population as a whole (57.9% vs. 13.2%). Hispanic consumers are now driving forces in most of the largest markets in the country, including Los Angeles, New York City, Chicago, Miami, and all major metropolitan areas in the Southwest. Now accounting for one in eight Americans, Hispanics will make up an increasingly large proportion of the American population as the 21st century progresses. Growth rates of Hispanics in younger age groups are expected to be especially significant. Despite its importance, the Hispanic market is still underserved by many consumer-products companies and continues to offer significant opportunities for growth.

Discover how the growth patterns in the Hispanic population uncovered by Census 2000 are affecting the marketing strategies of businesses in both large and small markets throughout the United States. Learn about why marketers need to consider the diverse subgroups and subcultures within the Hispanic population. Find out how Hispanic families are narrowing the digital divide. Understand what Hispanic consumers look for when they decide to buy. Keep up with ongoing changes in Hispanic media.


Scope And Methodology

Scope of Report

This report analyzes the demographic characteristics, purchasing power, and consumer behavior of the Hispanic population of the United States. The U.S. Government defines a Hispanic as “a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture and origin regardless of race.” The Census Bureau defines the Hispanic population of the United States as including only those Hispanics who reside within the 50 states.

Methodology

This report is based upon information collected from advertising agencies, marketing firms, and media specializing in the Hispanic market, a comprehensive review of print media and Web sites geared toward Hispanics, and a thorough analysis of relevant trade and professional journals. Primary sources include Fall 2000 data from Simmons Market Research Bureau and data from a comprehensive survey of Latinos published in May 2000 by the Kaiser Family Foundation, Santa Monica, California.

Census data used in this Packaged Facts report include the latest data available from Census 2000; preliminary results of the Census 2000 Supplementary Survey; and the March 2000 Current Population Survey. Other U.S. Government sources include the Consumer Expenditure Survey of the Bureau of Labor Statistics and the National Telecommunications and Information Administration. The US Hispanic Market is available through MarketResearch.com and presents a complete overview of the Hispanic demographic, containing not only the important hard data, but also placing a special emphasis on carefully reasoned analysis of current trends.

The report investigates the following important topics, giving you all of the critical information you need to keep up with today's growing market.

  • Population Size and Growth
  • Geographic Distribution
  • Age and Gender
  • Marital Status
  • Family Structure
  • Employment
  • Educational Attainment
  • Health Issues
  • Politics and Religion
  • Values and Attitudes
  • Factors Affecting Market Growth
  • Current and Projected Discretionary Income
  • Expenditure Patterns and Shopping Behavior
  • E-Commerce
  • Media
  • Marketing and Advertising Strategies
  • Marketing Case Studies

Press Release

Hispanics to comprise 14% of the U.S. population by 2006.

New York, September 10/PRNewswire – Now accounting for one in eight Americans, Hispanics will make up an increasingly large proportion of the American population as the 21st century progresses. According to The U.S. Hispanic Market, a new market research report published by Packaged Facts and released by MarketResearch.com, the Hispanic population grew more than four times as fast as the population as a whole between 1990 and 2000, and Hispanic consumers are now a driving force in the largest markets in the country. Marketers in the United States have increasingly focused on Hispanics as the demographic has grown both in size and in wealth.

The U.S. Hispanic Marketdelivers demographic profiles of the Hispanic population, consumer and shopping behavior, educational and employment patterns, as well as strategies for marketing and advertising to Hispanics, and case studies of successful campaigns.

According to The U.S. Hispanic Market, more than one third of married Hispanics have a household income that exceeds $50,000, a fact that indicates the growing affluence of this population. Also pointing to increased spending power within the demographic is the 47.4% increase from 1994 to 1999 in expenditures by Hispanic consumer units. The buying power of the Hispanic population in the United States is expected to reach $634 billion by 2006.

According to Meg Hargreaves, VP of Research Publishing for MarketResearch.com, younger age groups control a larger share of income and buying power in the Hispanic market than in the general market. “Hispanics ages 15 to 34 bring in 37% of the total aggregate income of the Hispanic population,” Ms. Hargreaves stated. “This same age group brings in only 21% of the non-Hispanic white population’s aggregate income – a fact that should speak volumes to those marketing to this demographic.”

  • Executive Summary
    • Introduction
      • Background
      • Overview Of Report
    • Scope And Methodology
      • Scope Of Report
      • Methodology
    • Demographic Overview
      • Hispanic Population Grew Seven Times Faster Than Non-Hispanic Population
      • Continued Rapid Growth Anticipated
      • Major Changes In Composition Of Hispanic Population
      • California And Texas Account For Half Of Hispanic Population
      • Southern States Experience Fastest Growth In Hispanic Populations
      • Hispanics Younger Than General Population
      • Hispanic Households Much Larger Than Average
      • Nearly 2.4 Million Hispanic Workers Earn $35,000 Or More
      • Many Hispanic Families Have High Incomes
      • Hispanic Males More Likely Than Other Males To Be In Labor Force
      • Educational Gains Seen In Last Two Decades
      • Spanish Predominates In Hispanic Households
      • But Latino Kids And Teens Use English With Their Friends
      • Wide Variations In Demographic Profiles Of Hispanic Subgroups
    • Survey Of The Hispanic Market
      • Hispanic Consumer Expenditures Are Growing More Than Twice As Fast As Non-Hispanic Expenditures
      • Most Hispanics Still Found In Major Urban Markets
      • But Smaller Markets Affected Dramatically By Hispanic Growth
      • Hispanic Markets More Diverse Outside California And Southwest
      • Affluent Hispanics Represent Major Market
      • Nearly 1.5 Million Hispanic Families Have Incomes Above National Average
      • Young Adults More Important In Hispanic Market Than In General Market
      • Hispanic Kids And Teens Become Major Force In Key Markets
      • Affluent Hispanic Market Will Reach $300 Billion In 2006
      • Buying Power Of Hispanics Will Exceed $634 Billion In 2006
    • Consumer Behavior Of Hispanics
      • Hispanics Seek To Stay In Style
      • Hispanic Consumer-Expenditure Patterns Differ
      • Hispanics Outspend Others For Food And Beverages
      • Food-Buying Patterns Influenced By Range Of Factors
      • New Research Highlights Patterns Of Internet Access And Usage By Hispanics
      • U.S. Government Counts More Than 7 Million Hispanics On Internet
    • Hispanic Media
      • Hispanic Print Media Continue Explosive Growth
      • Hispanics Have Low Trust In Newspapers But Place High Value On Magazines
      • Hispanics Watch English-Language Programs Too
      • Univision Continues To Dominate Spanish-Language Television But Telemundo Gains Ground
      • Number Of Spanish Radio Stations Is Growing
      • Radio Top Entertainment Source For Hispanics
      • Latin American Web Portals Shift Focus To U.S. Hispanic Market
    • Overview Of Marketing, Promotional, And Advertising Strategies
      • Traditional Themes Still Drive Hispanic Marketing Strategies
      • But New Levels Of Marketing Sophistication Needed
      • Effective Hispanic Marketing Strategies Do Not Stand Alone
      • Spanish-Language Ads Seen Most Effective
      • Hispanic Ad Expenditures Nearly Doubled In Five Years
      • Most Major Advertisers Continue To Increase Hispanic Ad Spending
    • Case Studies Of Companies Marketing To Hispanics
      • Procter & Gamble Intensifies Efforts To Reach Hispanics
      • Salomon Smith Barney Hosts Investment Program For Hispanic Investors
      • Mott's Clamato Cocktail Focuses Exclusively On Hispanics
      • General Mills Develops Latino-Specific Products
      • Burger King Speaks To Hispanic Consumers
      • Hispanics Viewed As Key To Kmart Growth
      • At&T Continues To Reach Out To Latinos
  • Demographic Overview Of The Hispanic Population
    • Market Definition
      • Hispanic Population Defined
      • The Term "Hispanic" Generates Controversy
      • Hispanic And Latino Used Interchangeably
      • Census 2000 Data Pose Challenges
      • Census Data Sources Reviewed
    • Population Size And Growth
      • Hispanic Population Grew Seven Times Faster Than Non-Hispanic Population
        • Table Total U.S. And Hispanic Populations: 1990 Vs. 2000
      • Hispanics Accounted For 40% Of U.S. Population Growth
      • Hispanic Population Grew Faster Than Census Bureau Predicted
        • Table Total U.S. And Hispanic Populations: Projected Vs. Actual Census 2000 Counts
      • Continued Rapid Growth Anticipated
        • Table Projected Growth Of Total U.S. And Hispanic Populations, 2000-2006
    • National Origin And Race
      • Hispanic Population Reflects Diverse Countries Of Origin
        • Table Number Of Hispanics: By Subgroup, 2000
      • Major Changes In Composition Of Hispanic Population
        • Table Number Of Hispanics: By Subgroup, 1990 Vs. 2000
      • "All Other" Hispanics Register Highest Growth
      • Increase In "All Other" Hispanics May Reflect Glitch In Census 2000 Form
      • Nearly 40% Of Hispanics Were Born In Another Country
        • Table Foreign-Born Vs. Native-Born Hispanics, 2000
      • Mexico Remains Principal Source Of Latino Immigrants
        • Table Immigration From Latin American Countries: By Region And Country, 1971-1980, 1981-1990, 1991-1998
      • Citizenship Rates Are Low
        • Table Foreign-Born Hispanics: By Citizenship, Status, And Year Of Entry, 2000
      • Census 2000 Race Categories Complicate Demographic Analysis
      • Hispanics Do Not View Race In Black-And-White Terms
        • Table Hispanic Population: By Race, 2000
        • Table Racial Identification In Census 2000: Hispanics Vs. Non-Hispanics
      • Hispanics More Likely To Identify As Multiracial
        • Table Multiracial Identification In Census 2000: Hispanics Vs. Non-Hispanics
    • Geographic Distribution
      • California And Texas Account For Half Of Hispanic Population
        • Table States With Largest Hispanic Populations, 2000
      • Hispanics More Urban Than Non-Hispanics
        • Table Hispanic Population By Location Of Residence: Metropolitan Vs. Non-Metropolitan, Hispanic Vs. Non-Hispanic, 2000
      • Southern States Experience Fastest Growth In Hispanic Populations
        • Table States With Fastest Growing Hispanic Populations, 1990 Vs. 2000
      • But Traditional Hispanic Areas Grow The Most In Absolute Terms
        • Table States With Largest Growth In Hispanic Population, 1990 Vs. 2000
    • Age
      • Hispanics Younger Than Average
      • Population Skewed Toward Younger Age Groups
        • Table Population By Age Group: Hispanics Vs. Non-Hispanics, 2000
    • Household And Family Structure
      • Divorce Less Common
        • Table Marital Status Of The Population 15 Years And Over: Hispanics Vs. Non-Hispanics, 2000
        • Table Household Type: Hispanics Vs. Non-Hispanics, 2000
      • Hispanic Households Are Much Larger Than Average
        • Table Size Of Household: Hispanics Vs. Non-Hispanics, 2000
      • Childbearing Patterns Differ Dramatically
        • Table Distribution Of Women Ever Married: By Number Of Children Ever Born, Age, Race, And Hispanic Origin, 1999
    • Economic Status
      • Household Income Compares More Favorably With National Average
        • Table Mean Income Of People 15 Years And Over: Hispanics Vs. Non-Hispanics, 1999
        • Table Mean Household And Family Income: Hispanics Vs. Non-Hispanics, 1999
      • Nearly 2.4 Million Hispanic Workers Earn $35,000 Or More
        • Table Earnings Of Full-Time, Year-Round Workers 15 Years And Over: Hispanic Vs. Non-Hispanic, 1999
        • Table Earnings Of Full-Time, Year-Round Workers 15 Years And Over: Hispanic Vs. Non-Hispanic Males, 1999
        • Table Earnings Of Full-Time, Year-Round Workers 15 Years And Over: Hispanic Vs. Non-Hispanic Females, 1999
      • Many Hispanic Families Have High Incomes
        • Table Total Money Income Of Families By Type: Hispanics Vs. Non-Hispanics, 1999
        • Table Total Money Income Of Households By Type: Hispanics Vs. Non-Hispanics, 1999 (In Thousands)
      • Half Of Hispanic Families Own Their Own Homes
        • Table Household Tenure By Household Type: Hispanics Vs. Non-Hispanics, 2000
      • Latinos Are Positive About Personal Financial Situation
        • Table Views Of Personal Financial Situation: By Hispanic Subgroup, 2000
      • Latinos Driven By Desire To Improve Economic Status
        • Table Psychographic Profile: Hispanics Vs. Non-Hispanic Whites, Fall 2000
    • Employment And Occupational Status
      • Hispanic Males More Likely Than Other Males To Be In Labor Force
        • Table Labor Force Status Of The Civilian Population 16 Years And Over: By Sex, Hispanics Vs. Non-Hispanics, 2000
      • Hispanics Less Likely To Hold Managerial And Professional Jobs
        • Table Occupation Of Employed Civilian Males 16 Years And Over: Hispanics Vs. Non-Hispanics, 2000
        • Table Occupation Of Employed Civilian Females 16 Years And Over: Hispanics Vs. Non-Hispanics, 2000
      • Employed Hispanic Females More Likely To Have White-Collar Jobs
        • Table Occupation: Hispanic Males Vs. Females: 2000
    • Educational Attainment
      • Educational Attainment Lags
        • Table Educational Attainment Of The Population 25 Years And Over: Hispanics Vs. Non-Hispanics
        • Table High-School And College Graduates As a Percent Of The Population 25 Years And Over: Hispanic Vs. Non-Hispanic
      • But Gains Seen In Last Two Decades
        • Table Trends In Educational Attainment Of Hispanics Age 25 And Over, 1981 Vs. 2000
      • Hispanic College Enrollment Outpaces Population Growth
        • Table Enrollment Of Persons In 2-Year And 4-Year Colleges: By Race And Ethnicity, Selected Years, 1970-1999
      • Immigration Affects Educational Attainment Of Hispanics
        • Table High-School And College Graduates As a Percent Of The Hispanic Population 25 Years And Over: Native Vs. Foreign-Born
    • Health Status
      • Heart Disease And Stroke Rates Low
        • Table Death Rates From Coronary Heart Disease And Stroke: Hispanics Vs. Non-Hispanics, 1998
      • Latinos Have Lowest Infant Mortality Rate
        • Table Infant Mortality Rates: Hispanics Vs. Non-Hispanics, 1998
      • Incidence Of Aids Remains Higher Than Average
        • Table Percent Of Aids Cases Diagnosed: Hispanics Vs. Non-Hispanics, 1997-1999
      • Diabetes Is Serious Problem For Latinos
      • Hispanics Less Likely To Have Health Insurance
        • Table Percentage Of Population Without Health Insurance Coverage: Hispanics Vs. Other Population Groups, 1998-1999
    • Language
      • Census Survey Finds Two In Five Hispanics Report Speaking English Less Than
        • Table English Proficiency Of Individuals 5 Years And Over Speaking Spanish At Home, 2000
      • Language Capabilities Vary By National Origin
        • Table Language Proficiency Of Hispanics: By Subgroup, 2000
      • Spanish Predominates In Hispanic Households
      • But Latino Kids And Teens Use English With Their Friends
        • Table Language Children Of Hispanics Usually Speak With Their Friends: By Subgroup, 2000
      • Many Hispanics Prefer Spanish-Language Instructions To Assemble Items
        • Table Language Preferred By Hispanics In Assembling Item From Set Of Instructions, 2000
    • Political And Social Values
      • Hispanics Identify As Politically Liberal
        • Table Political Identity: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Hispanics Raise Political Profile
        • Table Number Of Hispanics Reporting Voted, Selected Years, 1980 To 1998 (In Thousands)
      • Latinos Gain Political Clout In Key States
      • Low Citizenship Rates Present Obstacles To Political Participation
      • Most Hispanics Remain Catholic But Affiliation With Protestant Denominations Increases
        • Table Religious Preferences: Hispanics Vs. Non-Hispanics, 2000
        • Table Affiliation With Christianity: Hispanics Vs. Non-Hispanics, 2000
      • Most Protestant Hispanics Are Evangelical Christians
        • Table Affiliation With Evangelical Christianity: Hispanics Vs. Non-Hispanics, 2000
      • Religious Attendance Important To Latinos
        • Table Attitudes Toward Religion: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Family Deemed Most Important Social Institution
        • Table Attitudes Toward Family: Hispanics Vs. Non-Hispanics, 2000
      • Traditional Roles More Common In Hispanic Families
        • Table Family Roles And Responsibilities: Hispanics Vs. Non-Hispanics, 2000
      • Hispanic Mothers Less Likely To Work Outside The Home
        • Table Labor Force Status Of Spouses In Family Households With Children Under Age 18: Hispanics Vs. Non-Hispanics, 2000
      • Puerto Ricans Least Likely To Espouse Traditional Values
        • Table Attitudes Toward Family: By Hispanic Subgroup, 2000
      • Latinos Favor Tolerance Of Others
        • Table Selected Social Attitudes: Hispanics Vs. Non-Hispanic Whites, Fall 2000
    • Overview Of Hispanic Population Groups
      • Mexicans Are Youngest And Cubans Are Oldest
        • Table Median Age Of Hispanic Subgroups, 2000
        • Table Hispanic Subgroups: By Age Group, 2000
      • Subgroups Concentrated In Different Regions
        • Table Hispanic Subgroups By Region Of Residence, 2000
      • Puerto Ricans Most Likely To Live In Central Cities
        • Table Hispanic Subgroups By Location Of Residence: Metropolitan Vs. Non-Metropolitan, 2000 (In Thousands)
      • Cubans Most Likely To Have Been Married
        • Table Marital Status Of Hispanic Subgroups, 2000
      • Puerto Ricans Have Highest Percent Of Single-Parent Households
        • Table Household Type: By Hispanic Subgroup, 2000
      • Mexican Households Are Largest
        • Table Household Size: By Hispanic Subgroup, 2000
      • Cubans Have Highest Median Income
        • Table Median Income Of Hispanics By Country Of Origin, 1999
      • Seven In Ten Mexican Workers Earn Less Than $25,000
        • Table Earnings Of Full-Time, Year-Round Workers 15 Years And Over: By Hispanic Subgroup, 2000
      • Cuban Males Have Most High Earners
        • Table Full-Time Hispanic Workers Earning $50,000 Or More: By Country Of Origin, 1999
      • Cuban And "Other Hispanic" Households Have More High-Income Households
        • Table Total Money Income Of Households By Type: By Hispanic Subgroup, 1999
        • Table Total Money Income Of Families By Type: By Hispanic Subgroup, 1999
      • Levels Of Educational Attainment Vary
        • Table Educational Attainment Of The Population 25 Years And Over: By Hispanic Subgroup, 2000
        • Table High-School And College Graduates As a Percent Of The Population 25 Years And Over: By Hispanic Subgroup, 2000
      • Occupational Patterns Also Show Differences
        • Table Occupation Of Employed Civilian Males 16 Years And Over: By Hispanic Subgroup, 2000
  • Survey Of The Hispanic Market
    • Market Trends
      • Hispanic Consumer Expenditures Are Growing Twice As Fast As Non-Hispanic Expenditures
        • Table Growth In Annual Expenditures Of Consumer Units: Hispanic Vs. Non-Hispanic, 1995-1999 (In Billions)
      • Most Hispanics Still Found In Major Urban Markets
        • Table Metropolitan Areas With Largest Hispanic Populations, 2000 (In Thousands)
      • But Smaller Markets Affected Dramatically By Hispanic Growth
        • Table Second-Tier Metropolitan Areas In The South And Midwest With Relatively Large Hispanic Populations, 2000 (In Thousands)
      • Hispanics Drive Overall Growth In Urban Markets
      • Hispanics Continue To Cluster In Hispanic Neighborhoods
      • Fewer Foreign-Born Hispanics Projected
    • Key Market Segments
      • Hispanic Market Is Complex
      • Hispanic Market In California And Southwest Is Largely Mexican
        • Table Distribution Of Hispanic Subgroups In Major Hispanic Markets, 2000
        • Table Metropolitan Areas With Largest Mexican Populations, 2000
      • Hispanic Market More Diverse In Other Regions
        • Table Metropolitan Areas With Largest Puerto Rican Populations, 2000
        • Table Metropolitan Areas With Largest Cuban Populations, 2000
        • Table Metropolitan Areas With Largest "Other Hispanic" Populations, 2000
      • Affluent Hispanics Represent Major Market
        • Table Aggregate Income Of Hispanics 15 Years And Over With Incomes Of $30,000 Or More, 1999
      • Nearly 1.5 Million Hispanic Families Have Incomes Above National Average
        • Table Aggregate Income Of Hispanic Families With Incomes Of $62,500 Or More, 1999
        • Table Aggregate Income Of Hispanic Households With Incomes Of $55,000 Or More, 1999
      • Young Adults More Important In Hispanic Market Than In General Market
        • Table Aggregate Income Of People 15 Years And Over: By Age Group, Hispanic Vs. Non-Hispanic White, 1999
      • Hispanic Kids And Teens Become Major Force In Key Markets
        • Table Metropolitan Areas With Largest Populations Of Hispanics Under Age 18, 2000
    • Size Of The Market
      • Buying Power Used To Measure Hispanic Market
      • Hispanic Buying Power Reaches $446 Billion In 2001
      • Hispanic Consumer Units Represent Major Market
      • Food Expenditures Estimated At $55.3 Billion
        • Table Estimated Annual Expenditures For Food And Beverages By Hispanic Consumer Units, 2000 (In Millions Of Dollars)
      • Furniture Expenditures Top $3.2 Billion
        • Table Estimated Annual Expenditures For Household Furnishings And Equipment By Hispanic Consumer Units, 2000
      • Hispanic Consumers Represent $1.6 Billion Market For Laundry And Cleaning Supplies
        • Table Estimated Annual Expenditures For Selected Categories Of Household Operations And Housekeeping Supplies By Hispanic Consumer Units, 2000
      • Hispanics Have Major Share Of Children's Apparel Market
        • Table Estimated Annual Expenditures For Apparel And Footwear By Hispanic Consumer Units, 2000
      • Hispanics Are $13.3 Billion Market For New Cars And Trucks
        • Table Estimated Annual Expenditures For Transportation By Hispanic Consumer Units, 2000 (In Millions Of Dollars)
      • $2.7 Billion Spent On Drugs And Medical Supplies
        • Table Estimated Annual Expenditures For Health Care By Hispanic Consumer Units, 2000 (In Millions Of Dollars)
      • Spending On Personal-Care Products Exceeds $4 Billion
        • Table Estimated Annual Expenditures For Selected Personal Products And Services By Hispanic Consumer Units, 2000 (In Millions Of Dollars)
      • Hispanic Consumers Offer Significant Opportunities For Electronics Manufacturers
        • Table Estimated Annual Expenditures For Entertainment By Hispanic Consumer Units, 2000
    • Growth Of The Market
      • Current Population Growth Projections May Be Conservative
      • Affluent Hispanic Market Will Reach $300 Billion In 2006
        • Table Projected Growth In Buying Power Of Affluent Hispanics, 2001-2006
      • Buying Power Of Hispanics Will Exceed $634 Billion In 2006
        • Table Projected Growth In Buying Power Of Hispanics, 2001-2006
  • Consumer Behaviour
    • Shopping Behavior And Buying Style
      • Hispanics Seek To Stay In Style
        • Table Importance Of Keeping In Style: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Young-Adult Hispanic Consumers Set The Pace
      • Hispanics Less Likely To Be Impulse Buyers
        • Table Spur-Of-The-Moment Buying: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Brand Loyalty Lower
        • Table Brand Loyalty: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Choice Of Stores Affected By Degree Of Acculturation
      • Hispanic Females Offer Opportunities To Catalog Marketers
        • Table Catalog Buying Behavior: Hispanics Vs. Non-Hispanic Whites, Fall 2000
    • Consumer Expenditure Patterns
      • Hispanic Consumers Display Distinct Characteristics
        • Table Characteristics Of Consumer Units: Hispanic Vs. Non-Hispanic, 1999
      • Hispanic Consumer Spending Exceeds After-Tax Income
      • Hispanic Consumer-Expenditure Patterns Differ
        • Table Annual Expenditures Of Consumer Units: Hispanic Vs. Non-Hispanic: By Percent Of Total Expenditures Allocated To Selected Expenditure Categories, 1999
      • Hispanics Outspend Others For Food And Beverages
        • Table Annual Expenditures For Food And Beverages: Hispanic Vs. Other Consumer Units, 1999
      • Food-Buying Patterns Influenced By Range Of Factors
      • Acculturation Affects Food Choices
      • Hispanic Food Consumption Patterns Vary By Region
      • Food Expenditures Vary By National Origin
      • Hispanics Buy More Laundry And Cleaning Supplies
        • Table Annual Expenditures For Household Supplies, Furnishings, And Equipment: Hispanic Vs. Other Consumer Units, 1999
      • Expenditures On Telephone Services Are Above-Average
        • Table Annual Expenditures On Telephone Services: Hispanic Vs. Other Consumer Units, 1999
      • Hispanics Spend 21% More On Apparel
        • Table Annual Expenditures For Apparel: Hispanic Vs. Other Consumer Units, 1999
      • Hispanics Represent Major Market For Cars And Trucks
        • Table Annual Expenditures For Transportation: Hispanic Vs. Other Consumer Units, 1999
      • Health-Care Expenditures Lag
        • Table Annual Expenditures For Health Care: Hispanic Vs. Other Consumer Units, 1999
      • Hispanics' Expenditures For Personal-Care Products Equal Others'
        • Table Annual Expenditures For Personal-Care And Other Personal Products And Services:Hispanic Vs. Other Consumer Units, 1999
      • Entertainment Expenditures Are Lower Than Average
        • Table Annual Expenditures For Entertainment: Hispanic Vs. Other Consumer Units, 1999
      • Hispanics Are Early Adapters Of Electronics Equipment
        • Table Attitudes Toward Purchase Of Electronics Equipment: Hispanics Vs. Non-Hispanic Whites,Fall 2000
      • Young Hispanics Buy Most Latin Music
      • Travel By Latinos Shows Increase
    • Hispanics And The Internet
      • New Research Highlights Patterns Of Internet Access And Usage By Hispanics
        • Table Hispanic Access To The Internet: Selected Research Studies, 2000 And 2001
      • At-Home Computer And Internet Access Grows Rapidly
        • Table Percentage Of U.S. Households With a Computer: By Race And Hispanic Origin, December 1998 Vs. August 2000
        • Table Percentage Of U.S. Households With Internet Access: By Race And Hispanic Origin, December 1998 Vs. August 2000
      • Income More Important Than Ethnicity In Internet Access And Use
      • U.S. Government Counts More Than 7 Million Hispanicson Internet
        • Table Internet Use By Individuals Age 3 And Over: Hispanic Vs. Non-Hispanic, December 1998 Vs. August 2000
      • More Than 2 Million Hispanic Kids And Teens Are Online
        • Table Internet Use By 3- To 8-Year-Olds: Hispanic Vs. Non-Hispanic, December 1998 Vs. August 2000
        • Table Internet Use By 9- To 17-Year-Olds: Hispanic Vs. Non-Hispanic, December 1998 Vs. August 2000
      • Number Of Online Hispanic Young Adults Shows 30% Increase
        • Table Internet Use By 18- To 24-Year-Olds: Hispanic Vs. Non-Hispanic, December 1998 Vs. August 2000
      • Employment Patterns Affect Internet Usage Of Adult Hispanics
        • Table Internet Use By 25- To 49-Year-Olds: By Labor Force Participation, Hispanic Vs. Non-Hispanic, December 1998 Vs. August 2000
        • Table Internet Use By Individuals Age 50+: By Labor Force Participation, Hispanic Vs. Non-Hispanic, December 1998 Vs. August 2000
  • Hispanic Media
    • Print
      • Hispanics Have Low Trust In Newspapers
        • Table Attitudes Toward Newspapers: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • But Place High Value On Magazines
        • Table Attitudes Toward Magazines: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Hispanic Print Media Continue Explosive Growth
      • Circulation Growth Of Leading Dailies Outpaces Hispanic Population Increase In Key Markets
      • But Weeklies Predominate
      • Newsday Bets On Hoy
      • English-Language Newspaper Publishers In Smaller Markets May Need To Respond To Influx Of Hispanics
      • Top Hispanic Magazines Cited
      • Reader's Digest Targets U.S. Hispanic Market
      • People En Espanol Has Top Circulation
      • Latina's Success Fuels Its Expansion
      • American Media Moves Into Hispanic Publications
    • Television
      • Research Suggests Hispanics Are Less Interested In Television Than Non-Hispanic Whites
        • Table Attitudes Toward Television Programming: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • But Pay More Attention To Tv Commercials
        • Table Attitudes Toward Television Advertising: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Hispanics Watch English-Language Programs Too
        • Table Language Of Tv Programs Usually Watched: By Hispanic Subgroup, 2000
      • Univision Continues To Dominate Spanish-Language Television
      • Telemundo Gains Ground
      • Hispanic Television Network Focuses On Mexicansin U.S. Hispanic Market
      • Spanish-Language Tv Seeks To Attract Bicultural Hispanics
      • Cable Networks Aim Programming At Hispanic Market
      • Broadcast Networks Begin To Recognize Hispanic Market
      • Azteca America Begins Broadcasting In Los Angeles
    • Radio
      • Radio Top Entertainment Source For Hispanics
        • Table Attitudes Toward Radio: Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Hispanics Listen More To Nighttime Radio
        • Table Radio Listening: Cumulative Audience By Day And Time, Hispanics Vs. Non-Hispanic Whites, Fall 2000
      • Number Of Spanish Radio Stations Is Growing
      • Leading Broadcast Groups Listed
      • Competition Between Major Radio Broadcasters Heats Up
    • New Media
      • Latin American Web Portals Shift Focus To U.S. Hispanic Market
      • Starmedia Strengthens U.S. Presence
      • Yupimsn Targets U.S. Hispanic Market
      • Terra.Com Enhances Services For U.S. Hispanics
      • Web Sites Attract Young Hispanics
  • Overview Of Marketing, Promotional, And Advertising Strategies
    • Marketing Fundamentals
      • Traditional Themes Still Drive Hispanic Marketing Strategies
      • Cultural Factors Remain Key Consideration
      • New Levels Of Marketing Sophistication Needed
      • Effective Hispanic Marketing Strategies Do Not Stand Alone
      • Marketing To Latino Youth Especially Complex
      • Marketing And Promotional Approaches
      • Direct Mail Seen As Highly Effective But Underdeveloped Hispanic Marketing Tool
      • Potential Pitfalls Highlighted
      • Fingerhut Focuses On Hispanic Market
      • Other Direct Marketing Tools Also Get Results
      • Event Marketing Used By Many Companies
      • Proprietary Events Seen As Providing Bigger Payoff
    • Advertising Strategies
      • Hispanic Market Now Seen By Advertising Industry As Vital
      • Translation Not Enough
      • Synergy Between General-Market And Hispanic Campaigns Is Vital
      • Spanish-Language Ads Seen Most Effective
      • But Language Issues Still Debated
      • Study Shows Traditional Roles Predominate In Spanish-Language Tv Commercials
      • Outdoor Advertising Succeeds With Hispanics
    • Advertising Expenditures
      • Hispanic Ad Expenditures Nearly Doubled In Five Years
      • Tv Captures Majority Of Hispanic Advertising Dollars
        • Table Hispanic Advertising Expenditures By Media, 2000
      • Los Angeles Accounts For More Than One-Third Of Ad Spending In Top 10 Hispanic Markets
        • Table The Leading Hispanic Dmas, 2000
      • Hispanic Advertising Expenditures By Fifty Leading Advertisers Exceed $658 Million
        • Table The Top 50 Advertisers In The Hispanic Market, 1997-2000
      • Most Major Advertisers Continue To Increase Hispanic Ad Spending
        • Table Expenditures By Selected Advertisers In The Hispanic Market, 1997 Vs. 2000
      • Hispanic Ad Market Expected To Maintain Growth In Midst Of Economic Slowdown
      • But Hispanic Market Still Seen As Undervalued
    • Examples Of Advertising Campaigns
      • Jack In The Box Tailors Campaigns To Reach Broad Base Of Hispanic Consumers
      • Mastercard International Adapts Global Campaign For U.S. Hispanic Market
      • Fathers Gain Higher Profile In Advertisements
      • Nissan Altima Campaign Aims To Show New Sophistication
      • Ads Seek To Recognize Diversity Among Hispanics
  • Case Studies Of Companies Marketing To Hispanics
    • Alcoholic Beverages
      • Miller Brewing Sharpens Its Focus On Hispanic Marketing
      • Heineken Expands Integrated Hispanic Marketing Campaign
      • Spirits Companies Look To Hispanic Consumers
    • Automotive
      • Nissan Plays Catch-Up In Hispanic Market
      • Ford Seeks To Gain Larger Share Of Hispanic Market
    • Consumer Products
      • Procter & Gamble Intensifies Efforts To Reach Hispanics
      • Liz Claiborne Introduces Latino Fragrance To Mainstream
    • Financial Services
      • Metris Focuses On Hispanic Market
      • Mastercard Targets Hispanic Consumer
      • U.S. Bank Launches Hispanic Marketing Program
      • Salomon Smith Barney Hosts Investment Program For Hispanic Investors
    • Food And Beverages
      • Mott's Clamato Cocktail Focuses Exclusively On Hispanics
      • New M&M Flavor Looks To Hispanics
      • General Mills Develops Latino-Specific Products
      • Sara Lee's Ball Park Brand Seeks To Attract Hispanic Consumers
    • Restaurants
      • Mcdonald's Launches Integrated Hispanic Marketing Campaign
      • Burger King Speaks To Hispanic Consumers
    • Retail
      • Sears Continues To Pursue Hispanic Consumers
      • Hispanics Viewed As Key To Kmart Growth
    • Telecommunications
      • At&T Continues To Reach Out To Latinos
      • Sprint Pcs Offers Services To Spanish-Speaking Customers
      • Verizon Wireless Introduces Spanish-Language Services
  • Addresses Of Selected U.S. Hispanic Market Resources

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