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U.S. Market for Multicultural Women: How African-American, Latina and Asian-American Women Are Driving Change in the American Consumer Economy, The, 2nd Edition

Many Americans marveled in 2009 as an African-American woman assumed the duties of First Lady and a Latina donned the robes of a Supreme Court Justice. Yet, historians likely will find that Michelle Obama and Sonia Sotomayor were not only icons for multicultural women of their own generation in the first decade of the 21st century, but also were precursors of an emerging wave of increasingly empowered multicultural women in the decades to come.

Already accounting for nearly a third of the women’s population, multicultural women will be in the majority in a little more than 30 years. Barely 20 years from now, multicultural women will predominate among 25- to 44-year-old women—those most heavily engaged in the life tasks of building careers, forming households and families and raising children.

Black, Hispanic, Asian-American and other multicultural women already wield buying power in excess of $1 trillion and are the primary decision-makers in the vast majority of their homes. This completely new Packaged Facts report provides marketing executives with a roadmap to tap into the growing economic clout of multicultural women.

The first chapters of the report provide an overview of market trends and opportunities and the buying power of multicultural women. The report continues with chapters on demographic trends affecting the multicultural women’s market, including population growth and economic and social trends. The next section of the report provides an in-depth analysis of the consumer behavior of multicultural women. It includes chapters on how multicultural women spend leisure time and manage and spend money. Other chapters profile their shopping behavior and their attitudes and behavior with respect to fashion, health and wellness and car ownership. The last chapter of the report analyzes media usage patterns and receptivity to advertising.

Read an excerpt from this report below.

Research Methodology

This report is based on information collected directly from firms active in the multicultural women’s market as well as a comprehensive analysis of relevant industry and trade publications. The principal primary research source used in the report is the Experian Simmons Winter 2009 National Consumer Study. Census Bureau sources include the latest available population estimates and projections as well as data from the 2007 American Community Survey and March 2009 Current Population Survey. Other U.S. Government sources include the Consumer Expenditures Survey of the Bureau of Labor Statistics and the Office of Immigration Statistics.

About the Author

Dr. Robert Brown and Ms. Ruth Washton have written more than 30 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.


Market Insights: A Selection From The Report


Multiple Ethnic and National Segments Create Complicated Landscape for Marketers

Marketers interested in tapping into the buying power of multicultural women face a complex demographic landscape. The Census Bureau provides detailed demographic data on 13 national and ethnic groups within the Asian-American population and 18 national segments within the Hispanic population. While most African-American women are the descendants of Africans who were forcibly transported to America as slaves many generations ago, Packaged Facts estimates that around 9% of the black population now living in America have far more recent origins in countries such as Haiti, Jamaica and the English-speaking islands of the Eastern Caribbean. Moreover, there are nearly a million females of all ages from Puerto Rico and Caribbean Basin countries such as the Dominican Republic who self-identify as black Hispanics, or “Afro-Latinas.”

Cultural Cross-Currents in Multicultural Women’s Market Test Marketers’ Savvy

In addition to the challenges created by multiple national and ethnic segments, marketers need to make efforts to understand the interplay between language and acculturation in the multicultural women’s market. More than half of the population of adult Latinas and four in five Asian-American women are immigrants. Moreover, although 76% of all Hispanics and 84% of all Asian-Americans above the age of four can be classified as English-speakers, English-language usage is less common among adults. Around one-third of those speaking Spanish and one-fifth of those speaking an Asian language at home speak English less than “very well.” Thus, addressing Hispanic and Asian-American women in terms relevant to their original culture and, for Latinas especially, in the language of their heritage remains a requirement for marketers. [Tables 2-5 and 2-6]

At the same time, generational change will gradually have an impact on the multicultural women’s market as it will the Asian-American and Hispanic markets as a whole. The vast majority of Hispanic (90%) and Asian-American (77%) females under the age of 18 were born in America. More than 90% of all those under the age of 18 who speak Spanish or an Asian language at home speak English very well. Thus, increasingly acculturated consumers are the wave of the future in the multicultural women’s market.

In the News


Multicultural Women to Take Leading Role in U.S. Economy

New York, August 13, 2009 — Propelled by the prominence of First Lady Michelle Obama and newly minted Supreme Court Justice Sonia Sotomayor, 2009 has become the year of “multicultural” women.  The U.S. is on the verge of experiencing the multicultural women’s century, according to The U.S. Market for Multicultural Women: How African-American, Latina and Asian-American Women Are Driving Change in the American Consumer Economy, 2nd Edition, by leading market research publisher Packaged Facts.

Already accounting for nearly a third of the women’s population, multicultural women (defined as women who do not identify themselves as non-Hispanic white) will be in the majority in a little more than 30 years.  Barely 20 years from now, multicultural women will predominate among 25- to 44-year-old women. And by 2050, multicultural women will represent 51% of the female U.S. population.

Such population strength is leading to economic might. “Black, Latina, Asian-American and other multicultural women already wield buying power in excess of $1 trillion and are the primary decision-makers in the vast majority of their homes,” said Tatjana Meerman, Publisher of Packaged Facts. “Multicultural women represent more than one-quarter of the buying power of all U.S. women.”

Beyond their pocketbook power, multicultural women represent a significant opportunity for marketers. Using data from Experian Simmons Winter 2009 National Consumer Study, the report found that multicultural women are relatively optimistic about their own financial situation and the economy as a whole. Multicultural women make up 43% of women who expect the American economy to be somewhat or significantly better off 12 months from now.

The U.S. Market for Multicultural Womenstrong>, 2nd Editionprovides an overview of market trends and opportunities and the buying power of multicultural women, offering a look at demographic trends affecting the market. The report provides an in-depth analysis of the consumer behavior of multicultural women, including the use of leisure time, money management and shopping patterns. Also discussed are the three main segments’ media usage patterns and receptivity to advertising.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products.  Packaged Facts also offers a full range of custom research services.


  • Executive Summary
    • Introduction
      • Background
      • Overview of Report
    • Scope and Methodology
      • Market Definition
      • Methodology
    • Trends and Opportunities
      • Multicultural Women Move toward Majority Status
      • Multicultural Moms Drive Growth in Kids and Family Market
      • Demographic Changes Create Dynamic Market
      • Women Are in Charge of Multicultural Family Decision-Making
      • Cultural Cross-Currents in Multicultural Women's Market Test Marketers' Savvy
      • Multicultural Women More Optimistic about Future of American Economy
    • Overview of the Market
      • Population of Multicultural Women Nears 37 Million
      • Buying Power of Multicultural Women Tops $1 Trillion
      • African-American Women Have Highest Aggregate Buying Power
      • Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014
    • Population Trends
      • Multicultural Women Gain in Importance
      • Hispanic Women Show Fastest Growth Rate
      • Multicultural Women Drive Growth in U.S. Women's Population
      • Multicultural Women Projected to Form Majority in 2050
      • Multicultural Women Younger than Non-Hispanic White Women
      • Multicultural Women Significant Factor in Younger Age Groups
      • Latinas Are the Youngest
      • Many Regional Differences in Where Multicultural Women Live
      • Multicultural Women Highly Urban
    • Social Trends
      • African-American Women Least Likely to Marry
      • One in Four Latinas Married by Age of 24
      • Unmarried Mothers More Common among Hispanics and African Americans
      • Latinas Set Pace for Number of Births
      • Latinas More Likely to Have Three or More Children
      • Half of African-American Households Headed by Women
      • Multicultural Women Head Nearly Four Million Families with Children
      • African-American Women Place Higher Value on Religion
      • Multicultural Women in Forefront of 2008 Election
    • Economic Profile
      • Latinas Underrepresented on College Campuses
      • Asian-American Women Most Highly Educated
      • Black and Hispanic Women Workers Hurt More by Recession
      • Asian-American Women Most Likely to Work as Managers and Professionals
      • Multicultural Women Highly Entrepreneurial
      • Asian-American Women Top Earners
      • Income and Earnings of Multicultural Women Kept Pace in Early 2000s
      • One in Four Asian-American Women Has of $50,000 or More
      • Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More
    • How Multicultural Women Spend Leisure Time
      • Typical Week in the Life of Multicultural Women Varies Greatly
      • Asian-American Women Concerned about Healthy Eating
      • Frozen Dinners More Often on the Tables of African-American Women
      • Gourmet Food Interests Multicultural Women
      • Multicultural Women Try New Food Products but Stick to Old Recipes
      • Multiple TVs Most Common in Households of African-American Women
      • Multicultural Women Buy Music
      • PCs in the Future of Many Multicultural Women
      • Digital Divide Continues to Narrow
      • Cellphones Becoming Universal Presence among Multicultural Women
      • Latinas Have Highest Cellphone Bills
      • Prepaid Calling Cards Much More Common
      • Multicultural Women Often Go to the Movies
      • Asian-American Women Frequent Flyers
    • How Multicultural Women Manage and Spend Money
      • Multicultural Women More Driven by Material Goals
      • Being in Debt Less of a Concern for Multicultural Women
      • Financial Security a Problem for Black and Hispanic Women
      • Asian-American Women More Likely to Use Credit Cards
      • Multicultural Women More Likely to Distrust Banks
      • Black and Hispanic Women Remain Underbanked
      • Life Insurance Important to Black Women
      • Asian-American Women Are Investors
      • Multicultural Consumer Units More Likely to Be Headed by Women
      • Hispanics Spend More on Food
      • Asian Consumers Spend the Most on Women's Apparel, Hispanics on Men's Apparel
      • Asians Spend the Most on New Cars
      • African Americans Spend More on Consumer Electronics
    • Shopping Behavior
      • Multicultural Women Like to Shop
      • Asian-American Women More Price Sensitive
      • Asian-American Women Like Incentive Offers
      • Asian-American Women More Attuned to Environmental Concerns When Shopping
      • African-American Kids Have More Influence on Shopping Decisions of Moms
      • Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing
      • African-American Women More Likely to Be Impulse Buyers
      • Latinas Less Likely to Browse
      • Asian-American Women Depend More on Online Shopping, African-American Women Like Catalog Shopping
    • Highlights of Consumer Behavior
      • Multicultural Women Like to Shop for Clothes
      • Black and Asian-American Women More Likely to Buy Dresses
      • Many Differences in Use of Personal-Care Products
      • Multicultural Women Willing to Pay More for Brand-Name Meds
      • Alternative Medicine Favored
      • Asian-American Women Want Safety and Comfort, African- American Women Want to Have Fun, When Driving Their Cars
      • Auto Ownership Patterns Analyzed
      • Asian-American Women Service Cars More Often
    • Multicultural Women and the Media
      • African-American Women Rely on Newspapers for Information
      • Latinas Look to Magazines for Entertainment
      • Multicultural Women Less Likely to Multitask When Watching TV
      • More African-American Women Invest in Premium Cable Channels
      • Internet Has Major Impact on Media Habits of Asian-American Women
      • Multicultural Women Have Positive Feelings about Advertising
      • Multicultural Women Stay Tuned When TV Commercials Air
      • Magazine Ads Capture Attention of Multicultural Women
      • Multicultural Women Prime Targets for Outdoor Advertising
      • Product Placement Works with Multicultural Women
  • Overview
    • Trends and Opportunities
    • Strategic Trends
      • Multicultural Women Move toward Majority Status
      • Multicultural Women Will Predominate Sooner in Younger Age Groups
        • Table Multicultural Women as Percent of Total Women's Population by Selected Age Groups and Years, 2010-2050
      • Multicultural Moms Drive Growth in Kids and Family Market
        • Table Changes in the Number of Multicultural and Non-Hispanic White Families with Children 1999 vs. 2008, (in thousands)
        • Table Number of Children Living in Family Households in 2008, Multicultural vs. Non- Hispanic White (in thousands)
        • Table Multicultural Children as Percent of Population of Children under 5 Years of Age, Selected Years 2010-2050
      • Demographic Changes Create Dynamic Multicultural Women's Market
      • Women Are in Charge of Multicultural Family Decision-Making
      • Research Questions Stereotypes
    • Marketing Trends
      • Multiple Ethnic and National Segments Create Complicated Landscape for Marketers
      • Cultural Cross-Currents in Multicultural Women's Market Test Marketers' Savvy
        • Table Percent of Females Who Are Foreign-Born, by Age Group and Race and Hispanic Origin, 2007 (in thousands)
        • Table Percent Speaking English less than "Very Well," by Age Group and Language Spoken at Home, 2007 (in thousands)
      • Psychographic Segmentation Important
      • Ford Looks to Empower Hispanic and African-American Women
      • Toyota and Lexus Court African-American Women
      • Proctor & Gamble Supports African-American Women
      • Rite Aid Reaches Out to Hispanic and African-American Women
      • Unilever Continues to Help Latinas "Live Better"
      • Companies Cater to Hispanic Moms
    • Market Opportunities
      • Multicultural Women More Optimistic about Future of American Economy
        • Table Opportunities Related to Multicultural Women's Views of the Economy and Personal Financial Situation (in thousands)
      • Multicultural Moms Generate Opportunities
        • Table Selected Opportunities in Multicultural Women's Market Related to Readership of Magazines for Parents (in thousands)
        • Table Selected Opportunities in Multicultural Women's Market Related to Purchases of Children's Clothing (in thousands)
      • Multicultural Women Important to Home Electronics and Home Furnishings Retailers
        • Table Selected Opportunities in Multicultural Women's Market Related to Home Electronics and Home Furnishings (in thousands)
      • New Food Products Find Willing Buyers
        • Table Selected Opportunities in Multicultural Women's Market Related to Eating at Home (in thousands)
      • Movies Matter to Multicultural Women
        • Table Selected Opportunities in Multicultural Women's Market Related to Movie Attendance (in thousands)
      • Multicultural Women Vital to Many Family and Fast Food Restaurant Chains
        • Table Selected Opportunities in Multicultural Women's Market Related to Visits to Family and Fast Food Restaurants (in thousands)
      • Multicultural Women Prime Targets for Travel Industry
        • Table Selected Opportunities in Multicultural Women's Market Related to Travel (in thousands)
      • Many Retailers Find It Profitable to Cater to Multicultural Women
        • Table Selected Opportunities Related to Shopping Habits of Multicultural Women (in thousands)
      • Multicultural Women Key Customers for Retailers of Dress Clothes
        • Table Selected Opportunities in Multicultural Women's Market Related to Purchases of Women's Apparel (in thousands)
      • Multicultural Women Lucrative Part of Market for Personal-Care Products
        • Table Selected Opportunities in Multicultural Women's Market Related to Use of Personal- Care Products (in thousands)
      • Telecommunications Service Providers Find Receptive Buyers among Multicultural Women
        • Table Selected Opportunities in Multicultural Women's Market Related to Telecommunications (in thousands)
      • Untapped Opportunities for Financial Services Industry
        • Table Selected Opportunities in Multicultural Women's Market Related to Financial Services (in thousands)
      • Multicultural Women Important Prospects for Automakers
        • Table Selected Opportunities in Multicultural Women's Market Related to Ownership and Maintenance of Automotive Vehicles (in thousands)
      • Multicultural Women Open to Messages from Pharmaceutical Industry
        • Table Selected Opportunities in Multicultural Women's Market Related to Health and Wellness (in thousands)
  • Overview of the Market
    • Size of the Population of Multicultural Women
      • Population of Multicultural Women Nears 37 Million
        • Table Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2008 (in thousands)
      • African Americans and Hispanics Predominate
        • Table Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2008 (in thousands)
      • Mexicans Form Significant Majority of Population of Hispanic Women
        • Table Size of Women's Population by Selected Hispanic National Segment, 2007 (in thousands)
      • Chinese and Filipinas Largest Asian-American Women's Subgroups
        • Table Size of Asian-American Women's Population by Subgroup, 2007 (in thousands)
    • Buying Power of Multicultural Women
      • How Packaged Facts Measures the Size of the Multicultural Women's Market
      • Buying Power of Multicultural Women Tops $1 Trillion
        • Table Buying Power of Women by Race and Hispanic Origin, 2009
      • African-American Women Have Highest Aggregate Buying Power
        • Table Buying Power of Multicultural Women by Race and Hispanic Origin, 2009
      • Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014
        • Table Projected Growth in Buying Power of Multicultural Women 18 Years Old and Over, 2009-2014
  • Demographic Highlights
    • Population Trends
    • Population Growth Trends
      • Multicultural Women Gain in Importance
        • Table Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 2000 vs. 2008 (in thousands)
      • Hispanic Women Show Fastest Growth Rate
        • Table Growth of the Population of Multicultural Women by Race and Hispanic Origin, 2000 vs. 2008 (in thousands)
      • Multicultural Women Drive Growth in U.S. Women's Population
        • Table Growth in Population, Multicultural vs. Other Women 18 Years Old and Over, 2000 to 2008 (in thousands)
      • Multicultural Women Projected to Form Majority in 2050
        • Table Growth of the Female Population 20 Years Old and Over by Race and Hispanic Origin, 2010 vs. 2050 (in thousands)
        • Table Growth in Population, Multicultural vs. Other Women 20 Years Old and Over, 2010 to 2050 (in thousands)
    • Age Distribution
      • Multicultural Women Younger than Non-Hispanic White Women
        • Table Population of U.S. Females by Selected Age Group, by Race and Hispanic Origin, 2008
      • Multicultural Women Significant Factor in Younger Age Groups
      • Latinas Are the Youngest
        • Table Median Age, Multicultural vs. Other Women, 2007 (in thousands)
    • Where Multicultural Women Live
      • Many Regional Differences in Where Multicultural Women Live
        • Table Population of U.S. Females by Region of Residence, 2008
      • Multicultural Women Highly Urban
        • Table Population of U.S. Females by Metropolitan vs. Non-Metropolitan Residence, 2008
      • New York Metro Area Has Largest Population of African- American Women
        • Table States with Largest Populations of African-American Women, 2007 (in thousands)
        • Table Metro Areas with Largest Populations of African-American Women, 2007 (in thousands)
      • Nearly Half of Latinas Live in California and Texas
        • Table States with Largest Populations of Hispanic Women, 2007(in thousands)
        • Table Metro Areas with Largest Populations of Hispanic Women, 2007 (in thousands)
      • California Home to 35% of Asian-American Women
        • Table States with Largest Populations of Asian-American Women, 2007 (in thousands)
        • Table Metro Areas with Largest Populations of Asian-American Women, 2007 (in thousands)
  • Social Trends
    • Marriage and Children
      • African-American Women Least Likely to Marry
        • Table Marital Status of Females 15 Years Old and Over, Multicultural vs. Non-Hispanic White, 2008
        • Table Marital Status of Hispanic Women 15 Years Old and Over by National Segment, 2007
        • Table Marital Status of Asian-American Women 15 Years Old and Over by Subgroup, 2006 (in thousands)
      • One in Four Latinas Married by Age of 24
        • Table Marital Status of 18- to 44-Year-Old Women by Age Group and Race and Hispanic Origin, 2008
      • Latinas Youngest to Marry
        • Table Median Age of Women at First Marriage, Multicultural vs. Non-Hispanic White, 2007
      • Unmarried Mothers More Common among Hispanics and African Americans
        • Table Women 15 to 50 Years Old and Over Who Have Had a Birth in the Past 12 Months, by Age and Race and Hispanic Origin and Marital Status, 2007
        • Table Percent of Births to Unmarried Women by Race and Hispanic Origin, 2007
      • Latinas Set Pace for Number of Births
        • Table Fertility Rates by Race and Hispanic Origin, 2007
        • Table Number of Births, by Race and Hispanic Origin of Mother, 2007 (in thousands)
      • Births Most Common among Mexican Women
        • Table Hispanic Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007 (in thousands)
        • Table Asian-American Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007 (in thousands)
      • Latinas More Likely to Have Three or More Children
        • Table Distribution of 15 to- to 44-Year-Old Women by Average Number of Children Ever Born, by Age Group and Race and Hispanic Origin, 2007
    • Household Structure
      • Half of African-American Households Headed by Women
        • Table Household Type by Race and Hispanic Origin, 2007 (in thousands)
        • Table Number of Households with Women Living Alone by Race and Hispanic Origin, 2007 (in thousands)
      • Role of Women in Households Varies Widely Across National Subgroups
        • Table Profile of Hispanic Households by Selected National Segment, 2007 Category
        • Table Profile of Hispanic Households by Selected National Segment, 2007
        • Table Profile of Asian-American Households by Subgroup, 2007
      • Multicultural Women Head Nearly Four Million Families with Children
        • Table Number of Households Headed by Women by Race and Hispanic Origin and Type of Household, 2007 (in thousands)
        • Table Number of Households Headed by Women with Children under 18 by Race and Hispanic Origin, 2007 (in thousands)
      • Multicultural Households Relatively Large
        • Table Average Household and Family Size, by Race and Hispanic Origin and National Subgroup, 2007
    • Social and Political Values
      • African-American Women Place Higher Value on Religion
        • Table Attitudes toward Religion, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women in Forefront of 2008 Election
        • Table Percent of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin
        • Table Number of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin (in thousands)
        • Table Growth in Number of Women Voters by Race and Hispanic Origin, 2004 vs. 2008 (in thousands)
  • Economic Profile
    • Educational Attainment
      • Latinas Underrepresented on College Campuses
        • Table Percent of Women Enrolled in College or Graduate School by Race and Hispanic Origin, 2007
        • Table Percent of Hispanic Women Enrolled in College or Graduate School by Subgroup, 2007
        • Table Percent of Asian Women Enrolled in College or Graduate School by Subgroup, 2007
      • Asian-American Women Most Highly Educated
        • Table Educational Attainment of Women 25 Years Old and Over, by Race and Hispanic Origin, 2007 (in thousands)
        • Table Educational Attainment of Hispanic Women by Subgroup, 2007
        • Table Educational Attainment of Asian Women by Subgroup, 2007
    • Multicultural Women at Work
      • Black and Hispanic Women Workers Hurt More by Recession
        • Table Women 20 Years and Over in the Labor Force by Race and Hispanic Origin (in thousands)
        • Table Number of Unemployed Women 20 Years and Over by Race and Hispanic Origin, 2007 vs. 2008 (in thousands)
      • Asian-American Women Most Likely to Work as Managers and Professionals
        • Table Occupations of Women 16 Years Old and Over by Race and Hispanic Origin, 2008
        • Table Percent of Hispanic Women Employed as Managers or Professionals by Subgroup, 2007
        • Table Percent of Asian Women Employed as Managers or Professionals by Subgroup, 2007
      • Multicultural Women Highly Entrepreneurial
    • Income and Earnings of Multicultural Women
      • Asian-American Women Top Earners
        • Table Mean Income and Earnings, Multicultural Women vs. Others, 2007 (in thousands)
        • Table Mean Earnings of Hispanic Women Working Full-Time, Year-Round by Subgroup, 2007
        • Table Mean Earnings of Asian-American Women Working Full-Time, Year-Round by Subgroup, 2007
      • Income and Earnings of Multicultural Women Kept Pace in Early
        • Table Mean Income of Females 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007 (in millions)
        • Table Mean Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007 (in millions)
      • Asian-American Women Rank Highest in Income
        • Table Distribution of Income of Women by Race and Hispanic Origin, 2007 (in thousands)
        • Table Distribution of Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin (in thousands)
      • Married Multicultural Women Have Highest Incomes
        • Table Mean Income of Women 18 to 64 Years Old, by Marital Status and Race and Hispanic Origin (in thousands)
      • Education Raises Incomes of African-American Women
        • Table Mean Income of Full-time Female Workers 25 Years Old and Over, by Educational Attainment and Race and Hispanic Origin (in thousands)
      • Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More
        • Table Number of Multicultural Women with Income of $50,000 or More, 2007 (in thousands)
  • Consumer Behavior
    • How Multicultural Women Spend Leisure Time
    • Overview
      • Typical Week in the Life of Multicultural Women Varies Greatly
        • Table Average Hours Spent per Week in Primary Activities, Multicultural vs. White Women, 2008
      • Hobbies and Leisure Activities Are Similar
        • Table Hobbies and Leisure Activities in Last 12 Months, Multicultural vs. Non-Hispanic White Women
    • Eating at Home
      • Kitchen Less Important to African-American Women
        • Table Attitudes toward Cooking, Multicultural vs. Non-Hispanic White Women Multicultural Women
      • Asian-American Women Concerned about Healthy Eating
        • Table Attitudes toward Healthy Eating, Multicultural vs. Non-Hispanic White Women
      • Frozen Dinners More Often on the Tables of African-American Women
        • Table Attitudes toward Prepared Foods, Multicultural vs. Non-Hispanic White Women
      • Gourmet Food Interests Multicultural Women
        • Table Attitudes toward Food Styles, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women Try New Food Products but Stick to Old Recipes
        • Table Attitudes toward Trying New Foods, Multicultural vs. Non-Hispanic White Women
    • Home Entertainment
      • Books Important to Multicultural Women
      • Multiple TVs Most Common in Households of African-American Women
        • Table Ownership of Television Sets, Multicultural vs. Non-Hispanic White Women
        • Table Ownership of DVD Players, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women Buy Music
    • Using the Internet
      • PCs in the Future of Many Multicultural Women
        • Table Ownership of Personal Computers, Multicultural vs. Non-Hispanic White Women
      • Digital Divide Continues to Narrow
        • Table Internet Use at Home, Multicultural vs. Non-Hispanic White Women
      • Internet Usage Analyzed
        • Table Online Activities of African American Women in Last 30 Days
        • Table Online Activities of Hispanic Women in Last 30 Days
        • Table Online Activities of Asian-American Women in Last 30 Days
        • Table Online Activities of Non-Hispanic White Women in Last 30 Days
      • Many Similarities in Websites Visited
        • Table Websites Visited in Last 12 Months by African-American Women
        • Table Websites Visited in Last 12 Months by Hispanic Women
        • Table Websites Visited in Last 12 Months by Asian-American Women
        • Table Websites Visited in Last 12 Months by Non-Hispanic White Women
    • Keeping in Touch with Family and Friends
      • Cellphones Becoming Universal Presence among Multicultural Women
      • Family Cellphone Plans Popular with Hispanic and Asian- American Women
        • Table Cellphone Plans, Multicultural vs. Non-Hispanic White Women
      • Latinas Have Highest Cellphone Bills
        • Table Amount of Cellphone Bill Last Month, Multicultural vs. Non-Hispanic White Women
        • Table Additional Cellphone Services, Multicultural vs. Non-Hispanic White Women
      • Hispanic and Asian-American Women Heavy Long-Distance Callers
        • Table Profile of Long-Distance Telephone Use, Multicultural vs. Non-Hispanic White Women
      • Prepaid Calling Cards Much More Common
    • Going Out
      • Live Entertainment Events Popular
        • Table Attendance at Live Entertainment Events in Last 12 Months, Multicultural vs. Non- Hispanic White Women
      • Multicultural Women Are Frequent Moviegoers
        • Table Movie Attendance, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women Frequent Family and Fast Food Restaurants
        • Table Fast Food Restaurants Visited the Most, Multicultural vs. Non-Hispanic White Women
    • Going on Vacation
      • Hispanic and African-American Women Travel Less Often
        • Table Domestic Travel, Multicultural Women vs. Non-Hispanic White Women
      • Asian-American Women Frequent Flyers
        • Table Travel Profile, Multicultural Women vs. Non-Hispanic White Women
  • How Multicultural Women Manage and Spend Money
    • Managing Personal Finances
      • Multicultural Women More Driven by Material Goals
        • Table Attitudes toward Money and Work, Multicultural vs. Non-Hispanic White Women
      • Being in Debt Less of a Concern for Multicultural Women
        • Table Attitudes toward Spending, Saving and Debt, Multicultural vs. Non-Hispanic White
      • Financial Security a Problem for Black and Hispanic Women
        • Table Financial Self Confidence, Multicultural vs. Non-Hispanic White Women
      • Asian-American Women More Likely to Use Credit Cards
        • Table Use of Credit Cards, Multicultural vs. Non-Hispanic White Women
        • Table Ownership and Use of ATM/Debit Cards, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women More Likely to Distrust Banks
      • Black and Hispanic Women Remain Underbanked
        • Table Banking and Investments Currently Have, Multicultural vs. Non-Hispanic White Women
      • African-American Women Likely to Have New Car Loans
        • Table Loans by Category, Multicultural vs. Non-Hispanic White Women
      • Life Insurance Important to Black Women
        • Table Ownership of Insurance by Type of Insurance, Multicultural vs. Non-Hispanic White Women
      • Asian-American Women Are Investors
        • Table Ownership of Investments, Multicultural vs. Non-Hispanic White Women
      • Sending Money More Common among Multicultural Women
        • Table Percent Sending Money in Last 12 Months, Multicultural vs. Non-Hispanic White
    • Expenditure Patterns of Multicultural Consumer Units
      • Consumer Units Defined
      • Multicultural Consumer Units More Likely to Be Headed by Women
        • Table Number and Percent of Consumer Units Headed by Women by Race and Hispanic Origin (in thousands)
        • Table Characteristics of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units
      • Latinos Spend Greatest Share of After-Tax Income
        • Table Total Average Annual Expenditures of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units
      • Hispanics Spend More on Food
        • Table Shares of Total Average Annual Consumer Expenditures Allocated to Food and Beverages, Multicultural vs. Non-Hispanic White Consumer Units
      • Expenditure Patterns for Household Furnishings and Equipment Are Similar
        • Table Shares of Total Average Annual Consumer Expenditures Allocated to Household Furnishings and Equipment, Multicultural vs. Non-Hispanic White Consumer Units
      • Asian Consumers Spend the Most on Women's Apparel, Hispanics on Men's Apparel
        • Table Shares of Total Average Annual Consumer Expenditures Allocated to Apparel and Services, Multicultural vs. Non-Hispanic White Consumer Units
      • Asians Spend the Most on New Cars
        • Table Share of Total Average Annual Consumer Expenditures Allocated to Vehicle Purchases and Related Expenses, Multicultural vs. Non-Hispanic White Consumer Units
      • African Americans Spend More on Consumer Electronics
        • Table Shares of Total Average Annual Consumer Expenditures Allocated to Entertainment, Multicultural vs. Non-Hispanic White Consumer Units
      • Hispanics and Blacks Spend More on Personal-Care Products and Services
        • Table Shares of Total Average Annual Consumer Expenditures Allocated to Personal-Care Products and Services, Reading Materials, and Education, Multicultural vs. Non- Hispanic White Consumer Units
      • Multicultural Consumers Spend Less on Health Care
        • Table Share of Total Average Annual Consumer Expenditures Allocated to Health Care, Multicultural vs. Non-Hispanic White Consumer Units
  • Shopping Behavior
    • Overview
      • African-American Women Are Early Adopters
        • Table Setting Trends and Influencing Others, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women Like to Shop
        • Table Importance of Shopping, Multicultural vs. Non-Hispanic White Women
      • Asian-American Women More Price Sensitive
        • Table Price Sensitivity, Multicultural vs. Non-Hispanic White Women
      • Asian-American Women Like Incentive Offers
        • Table Response to Incentive Offers, Multicultural vs. Non-Hispanic White Women
        • Table Type of Cents-Off Coupons Used, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women More Likely to Change Brands
        • Table Brand Awareness and Loyalty, Multicultural vs. Non-Hispanic White Women
      • Asian-American Women More Attuned to Environmental Concerns When Shopping
        • Table Impact of Environmental Attitudes on Shopping Behavior, Multicultural vs. Non-Hispanic White Women
      • African-American Kids Have More Influence on Shopping Decisions of Moms
        • Table Children's Influence on Shopping Behavior, Married Multicultural vs. Married Non- Hispanic White Mothers
        • Table Children's Influence on Shopping Behavior, Single Multicultural vs. Single Non- Hispanic White Mothers
      • Hispanic Moms Indulge Their Kids
        • Table Attitudes toward Indulging Kids, Married Multicultural vs. Married Non-Hispanic White Mothers
        • Table Attitudes toward Indulging Kids, Single Multicultural vs. Single Non-Hispanic White Mothers
    • Shopping in Stores
      • Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing
        • Table Attitudes toward Shopping as a Social Experience, Multicultural vs. Non-Hispanic White Women
      • African-American Women More Likely to Be Impulse Buyers
        • Table Attitudes toward Impulse Buying, Multicultural vs. Non-Hispanic White Women
      • Latinas Less Likely to Browse
        • Table In-Store Shopping Behavior, Multicultural vs. Non-Hispanic White Women
      • Convenient Location less of a Factor for African-American Women When Deciding Where to Shop
        • Table Criteria for Store Selection, Multicultural vs. Non-Hispanic White Women
      • Shopping Patterns Vary across Multicultural Market Segments
        • Table Shopping Patterns, Multicultural vs. Non-Hispanic White Women
      • Many Similarities in Choices of Department and Discount Stores
        • Table Leading Department/Discount Stores Shopped in Last 3 Months, Multicultural vs. Non- Hispanic White Women
    • Online and Catalog Shopping
      • Asian-American Women Depend More on Online Shopping
        • Table Impact of the Internet on Shopping Behavior, Multicultural vs. Non-Hispanic White Women
      • African-American Women Like Catalog Shopping
  • Highlights of Consumer Behavior
    • Fashion
      • Multicultural Women Look to Make Fashion Statements
        • Table Attitudes toward Fashion and Style, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women Like to Shop for Clothes
        • Table Attitudes toward Shopping and Buying Clothes, Multicultural vs. Non-Hispanic White Women
      • Black and Asian-American Women More Likely to Buy Dresses
        • Table Clothing Items and Accessories Bought in Last 12 Months by African-American Women
        • Table Clothing Items and Accessories Bought in Last 12 Months by Hispanic Women
        • Table Clothing Items and Accessories Bought in Last 12 Months by Asian-American Women
        • Table Clothing Items and Accessories Bought in Last 12 Months by Non-Hispanic White Women
      • Hispanic and African-American Women Choose Many of the Same Brands of Jeans
        • Table Jeans Bought in Last 12 Months by African-American Women
        • Table Jeans Bought in Last 12 Months by Hispanic Women
        • Table Jeans Bought in Last 12 Months by Non-Hispanic White Women
      • Many Differences in Use of Personal-Care Products
        • Table Use of Personal-Care Products, Multicultural vs. Non-Hispanic White Women
    • Health and Wellness
      • Multicultural Women Less Likely to Have Ailments
        • Table Ailments in Last 12 Months of African-American Women
        • Table Ailments in Last 12 Months of Hispanic Women
        • Table Ailments in Last 12 Months of Non-Hispanic White Women
      • Hispanic Women Less Likely to Have Regular Checkups
        • Table Percent Consulting Health Professionals in Last 12 Months by Category of Professional, Multicultural vs. Non-Hispanic White
      • Multicultural Women Willing to Pay More for Brand-Name Meds
      • Pharmaceutical Advertising More Effective
      • Multicultural Women See Pharmaceutical Companies as Useful Information Source
      • Less Reliance on Doctors
        • Table Degree of Trust in Physicians, Multicultural vs. Non-Hispanic White Women
      • Alternative Medicine Favored
      • Use of OTC Meds Less Common
        • Table Percent Using Over-the-Counter Medications, Multicultural vs. Non-Hispanic White
      • Multicultural Women Less Likely to Take Vitamins
        • Table Attitudes toward Vitamins, Multicultural vs. Non-Hispanic White
    • Automotive
      • Car Ownership Less Common among Black and Hispanic Women
      • When Driving Their Cars, Asian-American Women Want Safety and Comfort, African-American Women Want to Have Fun
        • Table Reasons for Buying a Car, Multicultural vs. Non-Hispanic White Women
      • Opinions on New and Used Cars Differ
        • Table Attitudes toward New and Used Cars, Multicultural vs. Non-Hispanic White Women
      • African-American Women Look to American Cars, Asian- American Women Prefer Foreign Cars
        • Table Attitudes toward Foreign and Domestic Cars, Multicultural vs. Non-Hispanic White Women
      • Auto Ownership Patterns Analyzed
        • Table Profile of Automobile Ownership, Multicultural vs. Non-Hispanic White Women
      • Asian-American Women Service Cars More Often
        • Table Automotive Maintenance/Repair Service in Last 12 Months, Multicultural vs. Non- Hispanic White Women
  • Multicultural Women and the Media
    • Print Media
      • African-American Women Rely on Newspapers for Information
        • Table Attitudes toward Newspapers, Multicultural vs. Non-Hispanic White Women
        • Table Readership of English Language Newspapers, Multicultural vs. Non-Hispanic White Women
      • Latinas Look to Magazines for Entertainment
        • Table Attitudes toward Magazines, Multicultural vs. Non-Hispanic White Women
      • Magazine Preferences Listed
        • Table Most Popular Magazines of African-American Women
        • Table Most Popular English-Language Magazines of Hispanic Women
        • Table Most Popular English-Language Magazines of Asian-American Women
        • Table Most Popular Magazines of Non-Hispanic White Women
    • Television and Radio
      • Multicultural Women Less Likely to Multitask When Watching TV
        • Table Attitudes toward Television, Multicultural vs. Non-Hispanic White Women
      • More African-American Women Invest in Premium Cable Channels
        • Table Percent Receiving Premium Cable Channels, Multicultural vs. Non-Hispanic White
      • Cable TV Preferences Analyzed
        • Table Most Popular Cable Television Channels of African-American Women
        • Table Most Popular English-Language Cable Television Channels of Hispanic Women
        • Table Most Popular English-Language Cable Television Channels of Asian-American Women
        • Table Most Popular Cable Television Channels of Non-Hispanic White Women
      • Radio Less Popular
        • Table Attitudes toward Radio, Multicultural vs. Non-Hispanic White Women
      • Radio Format Preferences Vary
        • Table Most Popular Radio Formats, Multicultural vs. Non-Hispanic White Women
    • Impact of the Internet on Traditional Media Usage
      • Internet Has Major Impact on Media Habits of Asian-American Women
        • Table Impact of the Internet on Media Usage, Multicultural vs. Non-Hispanic White Women
      • Online Media Choices Analyzed
        • Table Leading Online Media Activities, Multicultural vs. Non-Hispanic White Women
    • Receptivity to Advertising
      • Multicultural Women Have Positive Feelings about Advertising
        • Table Attitudes toward Advertising in General, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women Stay Tuned When TV Commercials Air
        • Table Attitudes toward Television Advertising, Multicultural vs. Non-Hispanic White Women
      • Magazine Ads Capture Attention of Multicultural Women
        • Table Attitudes toward Magazine Advertising, Multicultural vs. Non-Hispanic White Women
      • Multicultural Women Prime Targets for Outdoor Advertising
        • Table Receptivity to Outdoor Advertising, Multicultural vs. Non-Hispanic White Women
      • Product Placement Works with Multicultural Women
        • Table Impact of Product Placement, Multicultural vs. Non-Hispanic White Women
  • Addresses of Selected U.S. Multicultural Women's Market Resources

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