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The U.S. Hispanic Market, 6th Edition


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

This completely new Packaged Facts report analyzes the consumer attitudes and behavior of the 41 million Hispanics in the United States, who will account for nearly one-sixth of the U.S. population by 2010. The report begins with chapters analyzing key characteristics of the Hispanic population, such as projected growth trends, and assessing the role of Latinos in the American economy. The next section, which focuses on the consumer dynamics of Latino families and their kids, begins with a chapter on Hispanic family structure and values. The report then provides an in-depth analysis of the Latino family as a consumer unit, keying on topics such as the attitudes of Hispanic families toward spending and saving, shopping behavior within the Hispanic family, and differences in consumer expenditure patterns. A separate chapter highlights crucial aspects of consumer behavior on the part of Latino parents and their kids in a range of segments that include food at home and eating out, fashion and personal care, and entertainment choices. The final section of the report provides an in-depth analysis of trends in media usage, marketing and advertising strategies, and Hispanic buying power. The strategic impact of the continuing assimilation by Latinos in American society is analyzed and key trends and opportunities in the Hispanic market are identified.

Marketers and advertisers often place the Latino family at the core of their Hispanic marketing strategies. The 2005 edition of Packaged Facts The U.S. Hispanic Market offers an innovative look at how the Hispanic family operates as a consumer unit. By analyzing data compiled from similar questions appearing in the Simmons National Consumer Surveys of adults, kids, and teens, this report is able to offer groundbreaking insights into consumer attitudes and behavior within the Latino family from the perspective of both parents and children.

Report Methodology
The information in The U.S. Hispanic Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in Hispanic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 25 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.

What You’ll Get in this Report
Find out how some consumer choices made by Latino families have begun to reflect the mainstream culture—and how others remain remarkably different. Identify which segments of the American consumer economy are most likely to be affected by the continuing growth of the Hispanic population. Benefit from original research on whether Latinos are likely to assimilate like previous generations of American immigrants—or pursue the American dream in new and non-traditional ways.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in reaching the lucrative Hispanic consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about Hispanic consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. Hispanic adult population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for Hispanic consumers.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Hispanic consumer.
  • Advertising agencies to develop messages and images that compel Hispanics to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Introduction
      • Background
      • Overview of the Report
      • Scope of Report
      • Methodology
    • Profile of the Hispanic Population
      • Hispanic Population Tops 41 Million
      • Nearly Half of U.S. Population Growth Comes from Latinos
      • Hispanics Will Drive U.S. Population Growth
      • Hispanics Major Force in Younger Age Groups
      • Nearly Half of Latino Population Found in California and Texas
      • Many States with Fastest Growing Latino Populations Are in the South
      • Majority of Hispanics Now U.S.-Born
      • Foreign-Born Hispanics Cluster in Older Age Groups
      • Mexicans Dominate Latino Population
    • The Role of Latinos in the American Economy
      • Aggregate Income of Latinos Continues to Grow at Rapid Rate
      • Individual Incomes Remain Low
      • Household and Family Incomes More Robust
      • Nearly 1 Million Latino Households Have Income of $100,000 or More
      • U.S.-Born Hispanic Households Have Higher Incomes
      • Homeownership among Latinos Grows at Exceptional Rate
      • Continuing Influx of Immigrants Means Lower Educational Attainment Level
      • Hispanic Men More Likely to Be in Labor Force
      • Educational Level Affects Occupational Possibilities for Latinos
    • The Latino Family Environment
      • Divorce Still Less Common among Latinos
      • Family Households Prevail in Latino Community
      • Solo Households Less Numerous
      • Large Households Common
      • Stay-at-Home Moms Key Part of Hispanic Families
      • Hispanic Teen Girls Most Positive about Their Families
      • Latino Boys Feel More Alienated from Parents
      • Hispanic Teens Say They Have Less Freedom
      • But Hispanic Parents Find It More Difficult to Say No to Their Kids
    • The Latino Family as a Consumer Unit
      • Latino Parents Feel Secure Financially
      • Bank Accounts Less Common
      • Use of Financial Services Relatively Limited
      • Hispanic Dads Like to Shop
      • Latino Parents Prefer Shopping with Family
      • Hispanic Teens More Likely to Shop with Parents than Friends
      • Hispanic Parents Indulge Kids More
      • But Hispanic Kids Feel They Have Less Consumer Autonomy
      • Hispanic Teens Shop More Often but Buy Less
    • Highlights of Consumer Behavior within the Latino Family
      • Food Expenditures Have High Priority
      • Snacking Less Common in Hispanic Families
      • Healthy Foods Important Part of Latino Family Culture
      • Kitchen at the Heart of Latino Family Life
      • Hispanic Moms Prefer Tried-and-True Foods
      • Children's Apparel Expenditures Exceptionally High
      • Use of Make-up by Hispanic Teen Girls Indicates Differences in Family Cultures
      • Latino Fathers Highly Interested in Home Décor
      • Furniture and Major Appliances Get More Attention from Hispanics
    • Use of Leisure Time within the Hispanic Family
      • Hispanic Consumers Major Buyers of Home Electronics Equipment
      • Price Not an Issue for Latino Parents When Buying Electronics Equipment
      • Television at the Center of Home Entertainment Choices of Latino Families
      • Video Games Less Interesting to Hispanic Teens
      • Cell Phone Use on Rise within Latino Families
      • Home PC Ownership Less Likely
      • Going to the Movies Less Popular among Latino Families
      • Eating Out by Hispanic Families Undergoes Shift
      • Fast Food Restaurants Equally Popular among Hispanic Teen Boys
    • Media Trends
      • Hispanic TV Challenges Mainstream Networks
      • More Programming Choices for Latinos
      • Hispanic Radio Registers Rapid Growth
      • Hispanic Radio Attracts More Attention from General-Market Media Giants
      • New Bilingual Radio Format Takes Hold among Latino Youth
      • Growth in Hispanic Print Media Continues
      • Number of Spanish-Language Magazines Grows
      • Latinos Start to Embrace Online Media
    • Marketing and Advertising Trends
      • Diversity in Hispanic Market Continues to Challenge Marketers
      • Marketing to Latino Youth Involves Mix of Approaches
      • Hispanic Ad Spending Still Lags
      • Hispanic Agencies Face Challenges
    • Current Size and Projected Growth of the Hispanic Market
      • Hispanics Responsible for Major Part of Growth in Consumer Spending
      • Latino Consumers Drive Growth in Key Industries and Product Areas
      • Latino Buying Power Will Exceed $1 Trillion in 2010
    • Assimilation and the Future of the Hispanic Market
      • Influence of Immigrants on the Wane
      • English Will Continue to Become More Dominant in Hispanic Market
      • Retro-Acculturation May Change Pace of Assimilation
      • Smaller Families Become More Common
      • Fewer Two-Parent Hispanic Families
      • Most Latinos Live in Non-Hispanic Neighborhoods
      • Changes in Latino Dietary Habits Indicate Assimilation Is Underway
    • Strategic Trends and Opportunities
      • More Financial Advice and Education May Create New Opportunities with Latinos
      • Pent-Up Demand Creates Opportunities for Home Builders
      • Home Entertainment High-Growth Sector in Hispanic Market
      • Many Untapped Opportunities Remain in Hispanic Market
  • Demographic Overview
    • Profile of the Hispanic Population
    • Current Size and Projected Growth
      • Hispanic Population Tops 41 Million
        • Table U.S. Population by Race and Hispanic Origin, 2004 (in thousands)
      • Nearly Half of U.S. Population Growth Comes from Latinos
        • Table Population Growth, Hispanic vs. Non-Hispanic Population, April 2000-2004 (in thousands)
      • Hispanics Will Drive U.S. Population Growth
        • Table Projected Population Growth, Hispanics vs. Other Population Segments, 2005-2010 (in thousands)
    • Age and Gender
      • Youth a Major Aspect of Latino Population
        • Table Population by Selected Age Group, Hispanics vs. Other Population Groups, 2004 (in thousands)
      • Hispanics Major Force in Younger Age Groups
        • Table Hispanics as Percent of Total Population by Selected Age Group, July 2004 (in thousands)
      • Young Average Age Means More Males in Population
        • Table Population by Gender, Hispanics vs. Other Population Groups, (in thousands)
    • Regional Distribution
      • Nearly Half of Latino Population Found in California and Texas
        • Table States with Largest Hispanic Populations, 2004
      • Many States with Fastest Growing Latino Populations Are in the South
        • Table States with Fastest-Growing Hispanic Populations, 2000-2004 (in thousands)
    • Race, National Origin, and Place of Birth
      • Most Latinos Identify as White
        • Table Hispanic Population by Race, 2004 (in thousands)
      • Majority of Hispanics Now U.S.-Born
        • Table U.S.-Born vs. Foreign-Born Hispanics by Age Group, 2004 (in thousands)
      • Foreign-Born Hispanics Cluster in Older Age Groups
        • Table U.S.-Born vs. Foreign-Born Hispanics by Five-Year Age Group, 2004 (in thousands)
        • Table Percent of U.S.-Born vs. Foreign-Born Hispanics by Age Group, 2004 (in thousands)
      • Most Hispanic Immigrants Arrived after 1990
        • Table Foreign-Born Hispanics by Year of Entry, 2004 (in thousands)
      • Mexicans Dominate Latino Population
        • Table Hispanics by Subgroup, 2003 (in thousands)
  • The Role of Latinos in the American Economy
    • Economic Profile
      • Aggregate Income of Latinos Continues to Grow at Rapid Rate
        • Table Aggregate Personal and Household Income, Hispanics vs. Non-Hispanics, 1984 vs. 2004
      • Individual Incomes Remain Low
        • Table Mean Income of People 15 Years and Over, Hispanics vs. Non-Hispanics, 2004
        • Table Distribution of Mean Income of People 15 Years and Over, Hispanics vs. Non- Hispanics, 2004 (in thousands)
        • Table Distribution of Mean Income of Males 15 Years and Over, Hispanics vs. Non-Hispanics, 2004 (in thousands)
        • Table Distribution of Mean Income of Females 15 Years and Over, Hispanics vs. Non- Hispanics, 2004 (in thousands)
      • Household and Family Incomes More Robust
        • Table Income per Household Member, Hispanics vs. Non-Hispanics, 1992 vs. 2004
        • Table Households and Families with 3 or More Earners, Hispanics vs. Non-Hispanics, 2004
        • Table Mean Household and Family Income, Hispanics vs. Non-Hispanics, 2004
        • Table Mean Income of Families by Type, Hispanics vs. Non-Hispanics, 2004
      • Nearly 1 Million Latino Households Have Income of $100,000 or More
        • Table Distribution of Total Money Income of Households, Hispanics vs. Non-Hispanics, 2004 (in thousands)
        • Table Percent of Families with Income of $50,000 or More, Hispanics vs. Non-Hispanics, 2004 (in thousands)
        • Table Percent of Married-Couple Families with Income of $50,000 or More, Hispanics vs. Non- Hispanics, 2004 (in thousands)
      • More than 250,000 Latino Families Have Income Exceeding $150,000
        • Table Mean Income of Most Affluent Hispanic Families, 2004
      • U.S.-Born Hispanic Households Have Higher Incomes
        • Table Median Income of Foreign-Born Hispanic Households by Household Type, 2003
        • Table Percent of Hispanic Families with Income of $50,000 or Over, Foreign-Born vs. U.S.- Born, 2003 (in thousands)
    • Homeownership Trends
      • Nearly Half of Hispanic Households Are Owner-Occupied
        • Table Household Tenure by Household Type, Hispanics vs. Non-Hispanics, 2005 (in thousands)
      • Homeownership among Latinos Grows at Exceptional Rate
        • Table Number of Owner-Occupied Households, Hispanics vs. Non-Hispanics, 1995-2005 (in thousands)
        • Table Number of Owner-Occupied Households, Hispanic vs. Non-Hispanic, 1995-2005 (in thousands)
      • Homeownership More Common among U.S.-Born Latinos
        • Table Household Tenure by Household Type, Foreign-Born vs. U.S.-Born, 2004 (in thousands)
      • But Homeownership Grows Faster among Foreign-Born Latinos
        • Table Number of Hispanic Owner-Occupied Households, Foreign-Born vs. U.S. Born, 2004 (in thousands)
        • Table Number of Hispanic Owner-Occupied Households, Foreign-Born vs. U.S. Born, 1995- 2004
    • Educational Attainment and Employment
      • Continuing Influx of Immigrants Means Lower Educational Attainment Level
        • Table Educational Attainment of the Population with Earnings 18 Years and Over, Hispanics vs. Non-Hispanics, 2005 (in thousands)
        • Table Educational Attainment of the Population 25 Years and Over, Foreign-Born vs. U.S.- Born Hispanics, 2004 (in thousands)
      • Hispanic Men More Likely to Be in Labor Force
        • Table Labor Force Status of People 16 Years Old and Over, Hispanics vs. Non-Hispanics, 2004
        • Table Employment Status of the Population 16 Years of Age and Over, by Race and Hispanic Origin, 2004
      • Educational Level Affects Occupational Possibilities for Latinos
        • Table Occupations of Hispanic and Non-Hispanic Men, 2005 (in thousands)
        • Table Occupations of Hispanic and Non-Hispanic Women, 2005 (in thousands)
        • Table Leading Occupations of Hispanic Men and Women, 2005 (in thousands)
  • Focus on the Latino Family
    • The Latino Family Environment
    • Family Structure
      • Divorce Still Less Common among Latinos
        • Table Marital Status of People 15 Years Old and Over, Hispanics vs. Non-Hispanics, 2005 (in thousands)
        • Table Marital Status of Hispanics 15 Years Old and Over, Foreign-Born vs. U.S.-Born, 2004 (in thousands)
      • Family Households Prevail in Latino Community
        • Table Household Type, Hispanics vs. Non-Hispanics, 2005 (in thousands)
        • Table Hispanic Household Type, Foreign-Born vs. U.S.-Born, 2004 (in thousands)
      • Solo Households Less Numerous
        • Table Non-family Householders Living Alone, Hispanics vs. Non-Hispanics, 2005 (in thousands)
      • Large Households Common
        • Table Size of Households, Hispanics vs. Non-Hispanics, 2005 (in thousands)
      • Most Latino Kids Have Foreign-Born Parent
        • Table Hispanic Children Living with Both Parents, by Nativity of Children and Parents, 2004 (in thousands)
      • Hispanic Parents Are Relatively Young
        • Table Age of Parents, Hispanic Children vs. Other Children, 2004 (in thousands)
      • More Hispanic Kids Have Two or More Siblings
        • Table Presence of Siblings in Families, Hispanics vs. Non-Hispanics, 2004 (in thousands)
      • Stay-at-Home Moms Key Part of Hispanic Families
        • Table Stay-at-Home Moms in Married-Couple Families with Children under 15, Hispanic Children vs. Other Children, 2004 (in thousands)
      • Use of Time by Latinas Reflects Home Environment and Culture
        • Table Average Hours Spent per day in Primary Activities, Hispanic vs. All U.S. Women
    • Family Values
      • Latino Teens Less Concerned about Privacy at Home
        • Table 6- to 17-Year-Olds' Attitudes toward Privacy by Age Group, Gender and Hispanic Origin
      • Hispanic Teen Girls Most Positive about Their Families
        • Table 12- to 17-Year-Olds' Views of Their Family by Gender and Hispanic Origin
      • Economic Pressures Affect Latino Family Life
        • Table Attitudes toward Work and Family, Hispanic vs. Non-Hispanic Parents
      • Hispanic Teens Less Interested in Having Own Family
      • Latino Boys Feel More Alienated from Parents
        • Table 12- to 17-Year-Olds' Views of Their Parents by Gender and Hispanic Origin
      • Hispanic Teens Say They Have Less Freedom
        • Table 12- to 17-Year-Olds' Views of Parental Control by Gender and Hispanic Origin
      • But Hispanic Parents Find It More Difficult to Say No to Their Kids
        • Table Attitudes toward Their Children, Hispanic vs. Non-Hispanic Parents
      • Religious Values Set Tone in Many Hispanic Families
        • Table Social and Religious Values, Hispanic vs. Non-Hispanic Parents
  • The Latino Family as a Consumer Unit
    • Hispanic Family Finances
      • Earnings of Latino Parents Remain Relatively Low
        • Table Mean Income of Married-Couple Families with Children, Hispanics vs. Non-Hispanics, 2004
        • Table Mean Earnings of Husbands and Wives with Earnings in Married-Couple Families, Hispanics vs. Non-Hispanics, 2004
      • Latino Parents Feel Secure Financially
        • Table Indicators of Financial Confidence, Hispanic vs. Non-Hispanic Parents
      • But Say They Are No Good at Saving Money
        • Table Financial Management Attitudes and Practices, Hispanic vs. Non-Hispanic Parents
      • Hispanic Kids and Teens Reflect Parents' Approach to Personal Finance
        • Table Attitudes toward Money of 6- to 11-Year-Olds by Gender and Hispanic Origin
        • Table Attitudes toward Money of 12- to 17-Year-Olds by Gender and Hispanic Origin
      • Bank Accounts Less Common
        • Table Ownership of Bank Accounts, Hispanic vs. Non-Hispanic Parents
        • Table 12- to 17-Year-Olds with Bank Accounts, Hispanics vs. Non Hispanics
      • Use of Financial Services Relatively Limited
        • Table Use of Financial Services, Hispanic vs. Non-Hispanic Parents
      • Latino Parents Less Likely to Have Insurance
        • Table Life Insurance and Health Insurance Coverage, Hispanic vs. Non-Hispanic Parents
      • Hispanic Kids as Likely to Get Money from Parents "as Needed"
        • Table Income Sources of 6- to 11-Year-Olds, Hispanics vs. Non Hispanics
        • Table Amount of Weekly Allowances/Chores Earnings of 6- to 11-Year-Olds, Hispanics vs. Non-Hispanics
      • Latino Teens Less Likely to Have Jobs
        • Table Income Sources of 12- to 17-Year-Olds, Hispanics vs. Non Hispanics
        • Table Amount of Weekly Allowances/Chores Earnings of 12- to 17-Year-Olds, Hispanics vs. Non Hispanics
      • Older Hispanic Teens Have Higher Incomes
        • Table Mean Income of 15- to 17-Year-Olds, Hispanics vs. Non-Hispanics, 2004
    • Shopping Behavior of Latino Families
      • Hispanic Dads Like to Shop
      • Latino Parents Prefer Shopping with Family
        • Table Attitudes toward Shopping with Family and Friends, Hispanic vs. Non-Hispanic Parents
      • Hispanic Teens More Likely to Shop with Parents than Friends
        • Table Mall Shopping Companions of 12- to 17-Year-Olds by Gender and Hispanic Origin
      • Hispanic Parents Indulge Kids More
        • Table Attitudes toward Indulging Their Kids, Hispanic vs. Non-Hispanic Parents
      • But Hispanic Kids Feel They Have Less Consumer Autonomy
        • Table 6- to 11-Year-Olds' Perception of Their Consumer Autonomy by Gender and Hispanic Origin
      • Hispanic Teens Shop More Often
      • Latino Kids and Teens Like Shopping More
        • Table Percent of 6- to 17-Year-Olds Who Think "Shopping for Clothes Is Boring," by Gender and Hispanic Origin
      • Hispanic Teens Make Fewer Purchases
      • Hispanic Families Less Likely to Shop Online
        • Table Impact of Internet on Shopping, Hispanic vs. Non-Hispanic Parents
        • Table Impact of Internet on Shopping on 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
    • Overview of Consumer Expenditure Patterns of Latino Households
      • Consumer Units Defined
      • Hispanic Consumer Units Profiled
        • Table Characteristics of Consumer Units, Hispanics vs. Non-Hispanics, 2003
      • Differences in Expenditure Patterns Analyzed
        • Table Annual Expenditures by Hispanic Consumer Units as Percent of Total Household Expenditures, 2003
  • Highlights of Consumer Behavior within the Latino Family
    • Food at Home
      • Food Expenditures Have High Priority
        • Table Annual Food and Beverage Expenditures, Hispanic vs. Non-Hispanic Consumer Units, 2003
        • Table Annual Expenditures by Consumer Units for Selected Categories of Food at Home, Hispanics vs. Non-Hispanics, 2003
      • Snacking Less Common in Hispanic Families
        • Table Eating Habits of 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
      • Hispanic Parents More Likely to Count Calories
        • Table Attitudes toward Fattening Foods, Hispanic vs. Non-Hispanic Parents
        • Table Attitudes toward Dieting, Hispanic vs. Non-Hispanic Parents
      • Hispanic Boys More Conscious of Dieting
        • Table Attitudes of 12- to 17-Year-Olds toward Weight Control by Gender and Hispanic Origin
      • Healthy Foods Important Part of Latino Family Culture
        • Table Attitudes toward Healthy Eating, Hispanic vs. Non-Hispanic Parents
        • Table 12- to 17-Year-Olds' Attitudes toward Healthy Eating by Gender and Hispanic Origin
      • Kitchen at the Heart of Latino Family Life
        • Table Attitudes toward Cooking, Hispanic vs. Non-Hispanic Mothers
        • Table Attitudes toward Prepared Foods, Hispanic vs. Non-Hispanic Parents
      • Hispanic Moms Prefer Tried-and-True Foods
        • Table Attitudes toward Trying New Foods, Hispanic vs. Non-Hispanic Mothers
    • Fashion and Personal Care
      • Children's Apparel Expenditures Exceptionally High
        • Table Annual Apparel Expenditures, Hispanic vs. Non-Hispanic Consumer Units, 2003
      • Hispanic Parents More Focused on Buying Clothes
        • Table Attitudes toward Shopping and Buying Clothes, Hispanic vs. Non-Hispanic Parents
      • Hispanic Parents View Selves as Fashion Forward
        • Table Attitudes toward Fashion and Style, Hispanic vs. Non-Hispanic Parents
      • Hispanic Males of All Ages Highly Fashion-Conscious
      • Use of Make-up by Hispanic Teen Girls Indicates Differences in Family Cultures
        • Table Use of Makeup and Hair-Care Products by Mothers and Teen Girls, Hispanics vs. Non- Hispanics
      • Hispanic Teen Boys Use More Hair-Care Products
        • Table Use of Personal-Care Products by 12- to 17-Year-Olds by Gender and Hispanic Origin
    • Home Furnishings
      • Latino Fathers Highly Interested in Home Décor
        • Table Attitudes toward Home, Hispanic vs. Non-Hispanic Parents
      • Furniture and Major Appliances Get More Attention from Hispanics
        • Table Annual Expenditures for Housekeeping Supplies and Household Furnishings and Equipment, Hispanic vs. Non-Hispanic Consumer Units, 2003
  • Use of Leisure Time within the Hispanic Family
    • Overview
      • Leisure Time More Scarce in Latino Households
      • Hispanic Households Use Leisure Time Differently
        • Table Percent of Time Spent per day in Leisure and Sports Activities, Hispanics vs. All U.S. Adults
    • Home Entertainment
      • Hispanic Consumers Major Buyers of Home Electronics Equipment
        • Table Annual Expenditures by Consumer Units for Entertainment, Hispanics vs. Other Consumer Units 2003
      • Latino Parents Want New Consumer Electronics Products
        • Table Attitudes toward New Consumer Electronics Products, Hispanic vs. Non-Hispanic Parents
      • Price Not an Issue for Latino Parents When Buying Electronics Equipment
        • Table Attitudes toward Price When Buying Consumer Electronics, Hispanic vs. Non-Hispanic Parents
      • Hispanic Dads Want Information Before Buying
        • Table Desire for Information When Buying Consumer Electronics, Hispanic vs. Non-Hispanic Parents
      • DVD Players Remain Less Common
        • Table Ownership of DVD Players and Televisions, Hispanic vs. Non-Hispanic Families
      • Television at the Center of Home Entertainment Choices of Latino Families
        • Table Attitudes toward Television, Hispanic vs. Non-Hispanic Parents
      • Hispanic Parents Prime Audience for TV Advertisers
        • Table Attitudes toward Television Advertising, Hispanic vs. Non-Hispanic Parents
      • Latino Teens Love TV
        • Table Attitudes toward Television of 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
      • Latino Parents Enjoy Watching Kids TV Shows
      • Radio More Important to Latino Parents
      • Hispanic Teens' Attitudes toward Music Differ
        • Table 12- to 17-Year-Olds' Attitudes toward Music by Gender and Hispanic Origin
      • Radio Listening Tastes Also Diverge
        • Table Radio Formats Most Listened to by 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
      • Video Games Less Interesting to Hispanic Teens
        • Table Use of Video Games by 12- to 17-Year-Olds by Gender and Hispanic Origin
    • Staying in Touch with Family and Friends
      • Cell Phone Use on Rise within Latino Families
        • Table Cell Phone Ownership by Parents, Hispanics vs. Non-Hispanics
        • Table Cell Phone Services Used by Parents, Hispanics vs. Non-Hispanics
      • Hispanic Teen Girls as Likely to Own Cell Phones as Non- Hispanic Teens
      • Text Messaging Also Common
      • Custom Telephone Services Less Common in Latino Families
        • Table Custom Telephone Services Used by Parents, Hispanics vs. Non-Hispanics
      • International Calls More Routine
        • Table Long Distance Calls by Parents, Hispanics vs. Non-Hispanics
      • Prepaid Calling Cards Very Popular
        • Table Use of Telephone Credit Cards and Prepaid Calling Cards by Parents, Hispanics vs. Non-Hispanics
    • Using Computers and the Internet
      • Latino Parents Still Less Computer-Oriented
        • Table Attitudes toward Computers, Hispanic vs. Non-Hispanic Parents
      • Home PC Ownership Less Likely
        • Table Use of Personal Computers and the Internet, Hispanic vs. Non-Hispanic Parents
      • Digital Divide Narrows for Latino Kids and Teens
        • Table Use of Computers by 6- to 11-Year-Olds, Hispanics vs. Non-Hispanics
        • Table Use of Computers by 12- to 17-Year-Olds by Gender and Hispanic Origin
      • Latino Kids and Teens Online as Much as Non-Hispanic Kids
        • Table Use of the Internet by 6- to 11-Year-Olds, Hispanics vs. Non-Hispanics
        • Table Use of the Internet by 12- to 17-Year-Olds by Gender and Hispanic Origin
      • Internet Has Less Impact on Lifestyle of Latino Teens
        • Table Impact of the Internet on Work Habits of 12- to 17-Year-Olds by Gender and Hispanic Origin
      • Hispanic Teen Boys Turn to the Internet for Entertainment
        • Table Impact of the Internet on Entertainment Choices of 12- to 17-Year-Olds by Gender and Hispanic Origin
      • Internet Entertainment Habits Differ
        • Table 6- to 11-Year-Olds' Entertainment Activities on the Internet by Gender and Hispanic Origin
        • Table 12- to 17-Year-Olds' Entertainment Activities on the Internet by Gender and Hispanic Origin
      • Hispanic Teens Visit Same Web Sites and Search Engines
        • Table Web Sites/Search Engines Used in Last 30 Days by 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
    • Going to the Movies
      • Going to the Movies Less Popular among Latino Families
        • Table Movie Attendance, Hispanic vs. Non-Hispanic Parents
        • Table When Families Usually See a Movie by Age Group, Hispanics vs. Non-Hispanics
      • Teens' Movie Choices Most Influenced by TV Commercials
        • Table Reasons Why 12- to 17-Year-Olds Saw Last Movie, Hispanics vs. Non-Hispanics
    • Eating Out
      • Eating Out by Hispanic Families Undergoes Shift
        • Table Use of Restaurants, Hispanic vs. Non-Hispanic Parents
      • Fast Food Restaurants Equally Popular among Hispanic Teen Boys
        • Table Use of Restaurants by 12- to 17-Year-Olds by Gender and Hispanic Origin
  • Key Trends in the Hispanic Market
    • Media Trends
    • Television
      • Hispanic TV Challenges Mainstream Networks
      • Hispanic TV Still Significantly Smaller-Scale than Mainstream Networks
      • Competition Grows among Spanish-Language Networks
      • More Programming Choices for Latinos
      • More Kids Programs Available
      • Acculturated Latino Youth Get Attention
    • Radio
      • Hispanic Radio Registers Rapid Growth
      • Hispanic Radio Attracts More Attention from General-Market Media Giants
      • New Bilingual Radio Format Takes Hold among Latino Youth
    • Print
      • Growth in Hispanic Media Continues
      • Number of Spanish-Language Magazines Grows
      • English-Language Magazines Target Affluent Latinos
    • Online Media
      • Latinos Start to Embrace Online Media
      • Online Latinos Offer Younger Target for Advertisers
      • Hispanic Portals Begin to Draw Interest
      • Content Expands on Hispanic Portals
  • Marketing and Advertising Trends
    • Evolving Marketing and Advertising Trends
      • Diversity in Hispanic Market Continues to Challenge Marketers
      • Multi-Track Strategies More Common
      • Some Strategies Focus on Different Nationalities
      • Marketing to Latino Youth Involves Mix of Approaches
      • Hispanic Ad Spending Still Lags
      • Hispanic Agencies Face Challenges
    • Case Studies
      • Fisher-Price Targets Latino Parents
      • Best Buy Focuses on the Family "Patriarch"
      • Johnson & Johnson Connects with Hispanic Families
      • Dr. Pepper's First Hispanic Campaign Has Dual Targets
      • Ikea Looks to Hispanic Market
      • Target and Wal-Mart Expand Efforts to Court Hispanic Shoppers
  • Current Size and Projected Growth of the Hispanic Market
    • Impact of Latino Consumer Expenditures on the American Economy
      • Total Hispanic Consumer Expenditures Show Rapid Growth
        • Table Aggregate Consumer Expenditures, Hispanics vs. Non-Hispanics, 1994 vs. 2003 (in millions)
      • Hispanics Responsible for Major Part of Growth in Consumer Spending
        • Table Growth in Hispanic Consumer Expenditures as Percent of Total Growth in Aggregate Consumer Expenditures, 1998 vs. 2003 (in millions)
      • Latino Consumers Drive Growth in Key Industries and Product Areas
      • Food Marketers Depend on Latinos for Growth
        • Table Growth in Aggregate Annual Food Expenditures by Hispanic Consumer Units, 1998- 2003
      • Latinos Responsible for Major Share of Growth in Furniture Sales
        • Table Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Household Furnishings and Equipment, 1998-2003 (in millions)
      • Latino Consumers Prop Up Apparel Industry
        • Table Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Apparel, 1998-2003 (in millions)
      • Hispanic Expenditures Less Influential in Auto Industry
        • Table Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Vehicle Purchases and Related Expenses, 1998-2003 (in millions)
      • Impact on Other Consumer Expenditure Categories Analyzed
        • Table Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Entertainment, 1998-2003 (in millions)
        • Table Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Health Care, 1998-2003 (in millions)
        • Table Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Personal-Care Products and Services, Reading Materials, and Education, 1998-2003
    • Hispanic Buying Power
      • Buying Power Used as Measure of Hispanic Market
      • Latino Buying Power Will Exceed $1 Trillion in 2010
        • Table Projected Growth in Hispanic Buying Power, 2005-2010
  • Assimilation and the Future of the Hispanic Market
    • Overview
      • Controversy over Assimilation Intensifies
      • Influence of Immigrants on the Wane
      • New Latino Householders Now More Likely to Be U.S.-Born
        • Table Number of Households, Foreign-Born vs. U.S. Born, 1995-2004 (in thousands)
        • Table Number of New Hispanic Households, Foreign-Born vs. U.S. Born, 1997-2000 vs. 2001- 2004 (in thousands)
    • Language Trends
      • Census Data Show Continuing Increase in Number of Latinos Speaking Only English at Home
        • Table Language Spoken at Home by Hispanics 5 Years of Age and Over, 1990-2003 (in thousands)
      • English Will Continue to Become More Dominant in Hispanic Market
      • Spanish Will Remain Powerful Force in Near Term
        • Table English- vs. Spanish-Speaking Hispanics 5 Years Old and Over, 1990-2010 (in millions)
      • Retro-Acculturation May Change Pace of Assimilation
    • Social Trends
      • Intermarriage Still Uncommon among Hispanics
        • Table Married Couples by Hispanic Origin of Spouses, 1980-2003 (in thousands)
      • Hispanic Parents More Likely to Be Married to Hispanics
        • Table Married Couples with at Least One Hispanic Partner, by Race and Hispanic Origin of Both Partners and Presence of Own Children, 2003 (in thousands)
      • U.S.-Born Hispanics Begin to Change Profile of Latino Households
        • Table Hispanic Household and Family Profile, Foreign-Born vs. U.S.-Born, 2004 (in thousands)
      • Latinas Begin to Break Out of Traditional Mold
        • Table Percent of Hispanic Women Ever Married by Age Group, 1980-2004 (in thousands)
        • Table Percent of Women Ever Married by Age Group, Hispanic vs. All Women, 2004 (in thousands)
        • Table Married Hispanic Women by Hispanic Origin of Marriage Partner and Presence of Own Children, 2004 (in thousands)
      • Smaller Families Become More Common
      • Divorce Patterns among Hispanics Begin to Mirror Broader Society
        • Table Percent of 20- to 64-Year-Olds Divorced or Separated by Age Group, Hispanics vs. Non-Hispanics, 2004 (in thousands)
        • Table Marital Status of Hispanics 15 Years Old and Over, Foreign-Born vs. U.S.-Born, 2004 (in thousands)
      • Fewer Two-Parent Hispanic Families
        • Table Growth in Number of Two-Parent Families, Hispanics vs. Non-Hispanics, 1980-2004 (in thousands)
        • Table Two-Parent Families with Children under 18, Hispanics vs. Non-Hispanics, 1980-2004 (in thousands)
      • Most Latinos Live in Non-Hispanic Neighborhoods
    • Changes in Consumer Behavior
      • Changes in Latino Dietary Habits Indicate Assimilation Is Underway
      • Hispanic Households Now Far More Likely to Eat Out
        • Table Amount Spent on Food away Home, Hispanic vs. Non-Hispanic Consumer Units, 1994- 2003
      • Latino Diets Change in Synch with Rest of America
        • Table Changes in Expenditures for Food at Home, Hispanic vs. Non-Hispanic Consumer Units, 1994-2003
      • Shifts in Hispanic Spending Patterns Show Progress toward American Dream
        • Table Changes in Selected Consumer Expenditure Categories, Hispanic vs. Non-Hispanic Consumer Units, 1994-2003
        • Table Percent Growth in Selected Consumer Expenditure Categories, Hispanic vs. Non- Hispanic Consumer Units, 1994-2003
  • Strategic Trends and Opportunities
    • Strategic Trends
      • Latino Population Growth Will Transform U.S. Youth and Family Markets
        • Table Population Growth of Selected Age Groups, 2005-2010, Hispanics vs. Non-Hispanic Whites (in thousands)
      • Stricter Border Controls May Eventually Affect Age Structure of Hispanic Market
      • Extent and Impact of Assimilation Still Unknowable
    • Emerging Opportunities
      • Hispanic Consumers Offer Opportunities in Otherwise Slow Growing Markets
        • Table Hispanic Population Growth as Percent of Total Population Growth by State, 2000-2004
      • Undocumented Latinos Become More Marketable
      • More Financial Advice and Education May Create New Opportunities with Latinos
        • Table Attitudes toward Financial Services, Hispanic vs. Non-Hispanic Parents
      • Pent-Up Demand among Latinos Creates Opportunities for Home Builders
      • Home Entertainment High-Growth Sector in Hispanic Market
      • Many Untapped Opportunities Remain in Hispanic Market
  • Addresses of Selected U.S. Hispanic Market Resources

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