Get more info on this report!The Hispanic (Latino) Market in the U.S.A.: Generational View, 7...
Table of ContentsChapter 1 Executive SummaryIntroduction      Background      Overview of the Report      Scope of Report ...
Most Latinos Were Born in the United States       Size of Foreign-Born Segment Varies across National Segments       Most ...
Television Sets at the Center of Latino Households      Cellphones Gain among Hispanics      Latinos in Gen-X and Younger ...
Online Marketing to Hispanics Expands     Mobile Marketing to Hispanics Gets Boost     Direct Mail Gains Favor     Retaile...
Table 3-5: Top 25 Hispanic Markets Ranked by Per Capita Income, 2007Aggregate Spending of Hispanic Consumers      Hispanic...
Los Angeles and New York Have Nearly 10 Million Latino Residents     Table 4-8: Metro Areas with Largest Hispanic Populati...
Table 5-2: Educational Attainment of People 25 Years Old and Over, Hispanics     vs. Others by Gender, 2007     Cubans and...
Table 6-2: Hispanics Obtaining Legal Permanent Resident Status by Country of      Last Residence, 1980-2007      Table 6-3...
Marriage Patterns and Family Structure      Education and Employment      Economic Profile      Table 7-3: Metro Areas Ran...
Personal Values       Fatalism Part of Hispanic Worldview       Table 8-1: Attitudes toward Life, Hispanics vs. Non-Hispan...
Investments Scarce     Table 9-7: Types of Investments Owned, Hispanics vs. Non-Hispanics     Gen-X Latinos Most Likely to...
Figure 9-3: Percent of Women Placing Internet Order in Last 12 Months,     Hispanics vs. Non-HispanicsConsumer Expenditure...
Table 10-10: Attitudes toward New Food Products, Hispanics vs. Non-Hispanics      by Age Group and Gender      Store-Made ...
Table 11-8: Long Distance Telephone Calls, Hispanics vs. Non-Hispanics by     Gender and Age Group     Nearly 70% of Hispa...
Table 12-2: Favorite English-Language Magazines of Men, Hispanic vs. Non-       Hispanic by Age Group       More Differenc...
Table 12-19: Attitudes toward Advertising to Kids, Hispanics vs. Non-Hispanics       by Age Group and Gender       Out-of-...
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Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition, The

  1. 1.    Get more info on this report!The Hispanic (Latino) Market in the U.S.A.: Generational View, 7th EditionMarch 1, 2009As their buying power nears $1 trillion, the 46 million Hispanics now living in the UnitedStates wield a powerful influence on the American consumer economy. Between 1995and 2007, expenditures by Hispanic consumer units grew more than twice as fast asexpenditures by non-Hispanic consumers.The impact of Latinos on American society will get even stronger over the comingdecades. The 133 million Hispanics expected to be living in the U.S. in 2050 willaccount for 30% of all Americans. The Latino population alone will be larger than theentire U.S. population was in 1940.This completely new Packaged Facts report highlights the attitudes and behavior ofHispanic adults across age groups and generations from Gen-Y and Gen-X Latinosthrough younger and older Boomers. One of the most striking findings of the report isthat there are nearly uniform differences between Hispanic and non-Hispanicconsumers across all age groups. That is, most of the consumer attitudes and behaviorof Gen-Y and Gen-X Hispanics are different from those of their non-Hispaniccounterparts, while Latino Boomers think and act differently than non-Hispanicboomers. This suggests that strong cultural ties continue to differentiate Hispanics fromnon-Hispanics, regardless of age and degree of acculturation.The first section of the report highlights trends and opportunities shaping the Hispanicmarket and assesses the buying power of Hispanic consumers. The next sectioncontains chapters on the demographic characteristics of the Hispanic population andthe economic status of Latinos today. Other chapters provide an in-depth analysis ofimmigration and acculturation trends as well as profiles of the seven largest Hispanicnational segments. The next chapter analyzes the core values of Hispanics. The nextsection of the report provides an in-depth analysis of the attitudes and behavior ofHispanic consumers across generational lines. One chapter assesses how Hispanics ofdifferent ages manage and spend money. Another chapter highlights the attitudes andbehavior of Latino consumers in key areas including fashion and personal care, eatingat home and health and wellness. The final chapters of the report offer a detailedanalysis of leisure and entertainment patterns and media usage trends.
  2. 2. Table of ContentsChapter 1 Executive SummaryIntroduction Background Overview of the Report Scope of Report MethodologyTrends and Opportunities Hispanics Change Face of U.S. Society at Accelerating Rate Acculturation Key Factor in Marketing Strategies Latino Identity Transcends Language Young Latinos Look for Bicultural Marketing Cues Media Fragmentation Affects Hispanic Market Gen-X and Gen-Y Latinos Represent Largest Segment Hispanics Offer Opportunities across Wide Range of IndustriesMarket Overview Hispanic Buying Power Nears $1 Trillion Buying Power of Latinos Will Show 31% Increase by 2013 Latinos Account for Growing Share of Consumer ExpendituresHispanic Population Today Latinos Now Account for Half of U.S. Population Growth Hispanic Population Will Continue to Grow at Above-Average Rate Mexicans Continue to Dominate Smaller Hispanic Segments Gain in Importance Nearly Half of All Latinos Live in California and Texas Los Angeles and New York Have Nearly 10 Million Latino Residents Hispanic National Segments Tend to Settle near Their Own Hispanics Younger than Other Americans Family Households Predominate among Latinos Hispanic Households and Families Much LargerEconomic Profile of Hispanics College Education Remains Elusive for Many Hispanics Hispanic Men Less Likely to Hold White-Collar Jobs Occupational Patterns Differ across National Segments Household and Family Income More Favorable than Per Capita Income One in Five Hispanic Households Has Income of $75K or More High Earners More Scarce among Latinos Cuban Men Earn More than Other Men in Major Hispanic National Segments Major Differences in Homeownership RatesAcculturation Trends Hispanic Immigration Slows Mexico Source of Most Legal and Illegal Immigrants Native-Born Latinos Now Account for Most Hispanic Population Growth
  3. 3. Most Latinos Were Born in the United States Size of Foreign-Born Segment Varies across National Segments Most Latinos Speak English Spanish Language Remains Vital Force Puerto Ricans Most Likely to Speak English OnlyProfiles of Hispanic National Segments Mexicans Puerto Ricans Cubans Salvadorans Dominicans Guatemalans ColombiansCore Values of Hispanics Attitudes toward Family and Friends Differ Latinos Love to Indulge Their Kids Gen-Y Latino Males More Connected to Religion Older Hispanic Boomers More Careful about Political ExpressionHow Hispanics Manage and Spend Money Hispanics Less Likely to Use Banking Services Gen-X Latinos More Likely to Pay Bills Online Gen-Y Latinos Much Less Likely to Depend on Credit Investments Scarce Gen-X Latinos Most Likely to Send Money outside U.S Hispanic Men of All Ages Are Shopaholics Hispanic Kids Play Major Role in Family Shopping Expeditions Strong Interest in Environmentally Friendly Products Hispanic Consumer Expenditure Patterns AnalyzedHighlights of Consumer Behavior Hispanic Women More Cautious than Hispanic Men about Buying Clothes Latino Gen-Xers Far More Likely to Buy Clothes for Kids Hispanic Men Favor Hair Products and Cologne, Latinas More Likely to Use Makeup Latino Boomers Look for Organic Food Hispanic Men in Younger Boomer Generation Worry about Their Weight Kitchen the Centerpiece of Typical Hispanic Home Hispanics Resist Trying Out New Foods Store-Made Meals Appeal to Gen-Y and Gen-X Hispanic Males Snacking Not a Part of Hispanic Eating Habits Visits to the Doctor Less Frequent Latinos Less Likely to Use Medications Brand Names Important When Picking Drugs Pharmaceutical Ads Work Well with Latinos High-Priced Drugs Seen as the BestHow Hispanics Spend Leisure Time Soccer Leading Sport among Hispanic Men
  4. 4. Television Sets at the Center of Latino Households Cellphones Gain among Hispanics Latinos in Gen-X and Younger Boomer Generations Heaviest Users of Pre-paid Calling Cards Nearly 70% of Hispanic Households Have Computer More Hispanics Turn to Internet for Family Entertainment Internet Usage Remains Lower Young Hispanic Men Go Out More More Hispanics Are Frequent MoviegoersMedia and Advertising Latina Boomers Look to Magazines for Entertainment Gen-Y Latinas Look to TV as Main Entertainment Source Digital Cable More Common among Hispanic Cable Subscribers Differences in Viewing Habits Remain across Generations Gen-Y Hispanic Males Least Likely to Listen to Radio Every Day Contemporary Hit Radio Most Popular English-Language Format Many Latinos Participate in Digital Media Revolution Hispanics More Open to TV Commercials Latinos OK with Advertising to Kids Latinos More Receptive to Product PlacementSection I OverviewChapter 2 Trends and OpportunitiesMarket Trends Hispanics Change Face of U.S. Society at Accelerating Rate Table 2-1: Hispanic Population as Percent of Total U.S. Population and Population Growth, 2010-2050 Latinos Account for Increasing Share of Consumer Spending Table 2-2: Aggregate Consumer Expenditures by Hispanics and Non-Hispanics, 1995 vs. 2007 Latinos Feel Impact of Recession Some Hispanic Marketers See Silver Lining in Dark Economic Clouds Kids and Teens Markets on Cutting Edge of Growing Hispanic Influence Table 2-3: Live Births to Hispanics as Percent of Total Number of Live Births, 1990-2006 Table 2-4: Hispanics as Percent of People under 20 Years by 5-Year Age Group, 1990 vs. 2007 Cultural Ties Bind Multiple Generations of Latinos Acculturation Key Factor in Marketing Strategies Table 2-5: Selected Attitudinal and Behavioral Differences among Hispanics by Level of Acculturation Latino Identity Transcends Language Understanding Cultural Nuances Important to Marketers Young Latinos Look for Bicultural Marketing Cues Media Fragmentation Affects Hispanic Market Table 2-6: Language and Media Usage by Hispanics by Level of Acculturation Cable Operators Expand Offerings for Latino Viewers
  5. 5. Online Marketing to Hispanics Expands Mobile Marketing to Hispanics Gets Boost Direct Mail Gains Favor Retailers Strive To Be Culturally Relevant Brown-Foreman Targets Different Segments Toyota Launches Two Contrasting CampaignsMarket Opportunities Gen-X and Gen-Y Latinos Represent Largest Segment Table 2-7: Selected Opportunities Related to Gen-Y and Gen-X Hispanics .. Non-Traditional Banking Services Present Opportunities with Hispanics Table 2-8: Selected Opportunities Related to Use of Financial Services by Hispanics Hispanics Major Consumers of Telecommunications Services Hispanic Shoppers Deserve Attention Table 2-9: Selected Opportunities Related to Shopping Patterns of Hispanic Consumers Latinos Offer Opportunities for Home Improvement and Home Furnishings Industries Table 2-10: Selected Opportunities Related to Purchase of Home Improvements and Home Furnishings by Hispanic Consumers Latinos Underserved by Organic and Natural Foods Marketers Health and Wellness Needs of Hispanics Offer Potential Table 2-11: Selected Opportunities Related to Purchase of Pharmaceutical Products by Hispanic Consumers More than Seven Million Hispanics Plan to Buy Home Computer Table 2-12: Selected Opportunities Related to Purchase of Consumer Electronics by Hispanic Consumers Hispanics Participate in Digital Media Revolution Table 2-13: Selected Opportunities Related to Digital Media and Entertainment Habits of Hispanic Consumers Fashion and Personal-Care Preferences of Hispanic Consumers Generate Opportunities Table 2-14: Selected Opportunities Related to Apparel and Personal-Care Product Purchases of Hispanic ConsumersChapter 3 Market OverviewHispanic Buying Power Buying Power Used as Market Metric Hispanic Buying Power Nears $1 Trillion Table 3-1: Hispanic Buying Power by National Segment, 2008 Gen-X Latinos Wield Most Buying Power Table 3-2: Hispanic Buying Power by Age Group, 2008 Buying Power of Latinos Will Show 31% Increase by 2013 Table 3-3: Projected Growth in Hispanic Buying Power, 2008-2013 Los Angeles and New York Most Lucrative Hispanic Metro Markets Table 3-4: Top 25 Hispanic Markets Ranked by Aggregate Income, 2007 Latinos in Washington, D.C and Miami Have Highest Per Capita Spending Power
  6. 6. Table 3-5: Top 25 Hispanic Markets Ranked by Per Capita Income, 2007Aggregate Spending of Hispanic Consumers Hispanic Consumer Units Defined Hispanics Spend $45 Billion to Eat at Home Table 3-6: Aggregate Annual Expenditures by Hispanic Consumer Units for Food at Home Expenditures for Household Furnishings Top $17 Billion Table 3-7: Aggregate Annual Expenditures by Hispanic Consumer Units for Household Furnishings and Equipment Latinos Represent Major Market Segment for Apparel Industry Table 3-8: Aggregate Annual Expenditures by Hispanic Consumer Units for Apparel and Services Hispanics Buy $18 Billion Worth of New Cars Table 3-9: Aggregate Annual Expenditures by Hispanic Consumer Units for Vehicle Purchases and Related Expenses Entertainment Expenditures Exceed $23 Billion Table 3-10: Aggregate Annual Expenditures by Hispanic Consumer Units for Entertainment Personal-Care Products and Services Attract $7 Billion from Latino Consumers Table 3-11: Aggregate Annual Expenditures by Hispanic Consumer Units for Personal-Care Products and Services, Reading Materials, and Education Health Care Expenditures Total $21 Billion Table 3-12: Aggregate Annual Expenditures by Hispanic Consumer Units for Health CareSection II Demographic ProfileChapter 4 The Hispanic Population TodaySize and Growth of the Hispanic Population Latinos Now Account for Half of U.S. Population Growth Table 4-1: Population Growth, Hispanics vs. Other Population Segments, 2000- 2007 Table 4-2: U.S. Population by Race and Hispanic Origin, 2007 Hispanic Population Will Continue to Grow at Above-Average Rate Table 4-3: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015 Figure 4-1: Hispanics as Percent of Total U.S. Population, 2015National Origin Mexicans Continue to Dominate Table 4-4: Hispanic Population by Major National Segment, 2007 Smaller Hispanic Segments Gain in Importance Table 4-5: Population Growth Rates of Hispanic National Segments, 2000 vs. 2007Geographic Patterns Nearly Half of All Latinos Live in California and Texas Table 4-6: States with Largest Hispanic Populations, 2007 Hispanics Most Prevalent in Southwestern and Western States Table 4-7: States with Largest Percentage of Hispanics, 2007
  7. 7. Los Angeles and New York Have Nearly 10 Million Latino Residents Table 4-8: Metro Areas with Largest Hispanic Populations, 2007 New York and Miami More Diverse than Other Major Hispanic Population Centers Table 4-9: Top 20 Hispanic Markets by Top 3 Hispanic Segments, 2007 Hispanic National Segments Tend to Settle near Their Own Table 4-10: Largest Population Centers of Major Hispanic National Segments, 2007Age and Gender Hispanics Younger than Other Americans Table 4-11: Population by Selected Age Group, Hispanics vs. Other Population Groups, Mexicans Are Youngest, Cubans Are Oldest Latinos Table 4-12: Median Age of Selected Hispanic National Segments, 2007 More Men than Women in Hispanic Population Table 4-13: Population by Gender, Hispanics vs. Other Population Groups, 2007Household and Family Structure Latinas Marry at Younger Age Table 4-14: Median Age at First Marriage, Hispanics vs. Others by Gender, 2007 Divorce Rates Lower Table 4-15: Marital Status of People 15 Years Old and Over, Hispanics vs. Others, 2007 Table 4-16: Marital Status of Males 15 Years Old and Over, Hispanics vs. Others, 2007 Table 4-17: Marital Status of Females 15 Years Old and Over, Hispanics vs. Others, 2007 Marriage Least Common among Puerto Ricans and Dominicans Table 4-18: Marital Status of Hispanics 15 Years Old and Over by National Segment, 2007 Table 4-19: Marital Status of Hispanic Men 15 Years Old and Over by National Segment, Table 4-20: Marital Status of Hispanic Women 15 Years Old and Over by National Segment, Family Households Predominate among Latinos Table 4-21: Household Profile, Hispanics vs. Others, 2007 Mexican Households Most Likely to Consist of Married Couples with Children 84 Table 4-22: Profile of Hispanic Households by Selected National Segment, 2007 Table 4-23: Profile of Hispanic Households by Selected National Segment, 2007 Hispanic Households and Families Much Larger Table 4-24: Average Household and Family Size, Hispanics by National Segment vs. Others, 2007Chapter 5 Economic Profile of HispanicsEducational Attainment College Education Remains Elusive for Many Hispanics Table 5-1: Percent Enrolled in College or Graduate School, Hispanics vs. Others by Gender, 2007
  8. 8. Table 5-2: Educational Attainment of People 25 Years Old and Over, Hispanics vs. Others by Gender, 2007 Cubans and Colombians Rate High on Educational Scale Table 5-3: Educational Attainment of Hispanics 25 Years Old and Over by National Segment and Gender, 2007Employment Patterns Hispanic Men Less Likely to Hold White-Collar Jobs Table 5-4: Occupations of Men 16 Years Old and Over, Hispanics vs. Others, 2007 Table 5-5: Occupations of Women 16 Years Old and Over, Hispanics vs. Others, 2007 Occupational Patterns Differ across National Segments Table 5-6: Occupations of Male Hispanics 16 Years Old and Over by National Segment, 2007 Table 5-7: Occupations of Female Hispanics 16 Years Old and Over by National Segment, 2007Income Levels Per Capita Income of Latino Lags Table 5-8: Per Capita Income, Hispanics vs. Others, 2007 Cubans Generate High Per Capita Income Table 5-9: Per Capita Income, Hispanics by National Segment, 2007 Household and Family Income Profile More Favorable Table 5-10: Household and Family Income Levels, Hispanics vs. Others, 2007 Table 5-11: Household and Family Income Levels, Hispanics by National Segment, 2007 One in Five Hispanic Households Has Income of $75K or More Table 5-12: Distribution of Household Income, Hispanics vs. Others, 2007 Table 5-13: Distribution of Family Income, Hispanics vs. Others, 2007 High Earners More Scarce among Latinos Table 5-14: Distribution of Earnings of Full-Time, Year-Round Male Workers, Hispanics vs. Others, 2007 Table 5-15: Distribution of Earnings of Full-Time, Year-Round Female Workers, Hispanics vs. Others, 2007 Cuban Men Earn More than Other Men in Major Hispanic National Segments Table 5-16: Mean Earnings of Full-Time, Year-Round Male and Female Workers, Hispanics by National Segment, 2007 Major Differences in Homeownership Rates Table 5-17: Percent Owner-Occupied Housing Units, Hispanics by National Segment, 2007Chapter 6 Acculturation TrendsImmigration Trends Hispanic Immigration Slows Table 6-1: Average Annual Number of Hispanics Obtaining Legal Permanent Resident Status, 1980-1989, 1990-1999, 2000-2007 Mexico Source of Most Legal and Illegal Immigrants
  9. 9. Table 6-2: Hispanics Obtaining Legal Permanent Resident Status by Country of Last Residence, 1980-2007 Table 6-3: Country of Birth of the Unauthorized Immigrant Population, 2007 vs. 2000 Native-Born Latinos Now Account for Most Hispanic Population Growth Table 6-4: Components of Population Increase April 1, 2000-July 1, 2007, Hispanics vs. Others Most Latinos Were Born in the United States Table 6-5: Percent of Hispanic Population Foreign-Born by Year of Entry and Age Group Table 6-6: Percent of Hispanic Males Foreign-Born by Year of Entry and Age Group Table 6-7: Percent of Hispanic Females Foreign-Born by Year of Entry and Age Group Size of Foreign-Born Segment Varies across National Segments Table 6-8: Percent of Hispanic Population Foreign-Born by National Segment, 2007 Fewer Recent Immigrants among Cubans and Puerto Ricans Table 6-9: Hispanic Immigrants by National Segment and Year of Entry, 2007Use of the English Language Most Latinos Speak English Table 6-10: English-Language Capabilities of Hispanics 5 Years Old and Over, 2007 Spanish Language Remains Vital Force Table 6-11: Language Capabilities of Native-Born Hispanics 5 Years Old and Over, 2007 Table 6-12: Language Capabilities of Foreign-Born Hispanics 5 Years Old and Over, 2007 Puerto Ricans Most Likely to Speak English Only Table 6-13: Number and Percent of Hispanics 5 Years Old and Over Proficient in English Language by National Segment, 2007 Spanish Language Prevails in Border Cities Table 6-14: Major Hispanic Markets Ranked by Percent of Population Five Years Old and Over Speaking Spanish at Home, 2007Chapter 7 Profiles of Hispanic National SegmentsMexicans Population Profile Language and Acculturation Marriage Patterns and Family Structure Education and Employment Economic Profile Table 7-1: Metro Areas Ranked by Size of Mexican Population, 2007 Table 7-2: Profile of the Mexican Segment of the Hispanic MarketPuerto Ricans Population Profile Language and Acculturation
  10. 10. Marriage Patterns and Family Structure Education and Employment Economic Profile Table 7-3: Metro Areas Ranked by Size of Puerto Rican Population Table 7-4: Profile of the Puerto Rican Segment of the Hispanic MarketCubans Population Profile Language and Acculturation Marriage Patterns and Family Structure Education and Employment Economic Profile Table 7-5: Metro Areas Ranked by Size of Cuban Population Table 7-6: Profile of the Cuban Segment of the Hispanic MarketSalvadorans Population Profile Language and Acculturation Marriage Patterns and Family Structure Education and Employment Economic Profile Table 7-7: Metro Areas Ranked by Size of Salvadoran Population Table 7-8: Profile of the Salvadoran Segment of the Hispanic MarketDominicans Population Profile Language and Acculturation Marriage Patterns and Family Structure Education and Employment Economic Profile Table 7-9: Metro Areas Ranked by Size of Dominican Population Table 7-10: Profile of the Dominican Segment of the Hispanic MarketGuatemalans Population Profile Language and Acculturation Marriage Patterns and Family Structure Education and Employment Economic Profile Table 7-11: Metro Areas Ranked by Size of Guatemalan Population Table 7-12: Profile of the Guatemalan Segment of the Hispanic MarketColombians Population Profile Language and Acculturation Marriage Patterns and Family Structure Education and Employment Economic Profile Table 7-13: Metro Areas Ranked by Size of Colombian Population Table 7-14: Profile of the Colombian Segment of the Hispanic MarketChapter 8 Core Values of Hispanics
  11. 11. Personal Values Fatalism Part of Hispanic Worldview Table 8-1: Attitudes toward Life, Hispanics vs. Non-Hispanics by Age Group and Gender Attitudes toward Family and Friends Differ Table 8-2: Attitudes toward Family and Friends, Hispanics vs. Non-Hispanics by Age Group and Gender Latinos Love to Indulge Their Kids Table 8-3: Attitudes toward Indulging Children, Hispanics vs. Non-Hispanics by Age Group and Gender Money More Likely to Drive Older Latinos Table 8-4: Attitudes toward Work and Money, Hispanics vs. Non-Hispanics by Age Group and GenderAttitudes toward Religion Gen-Y Latino Males More Connected to Religion Table 8-5: Attitudes toward Religion, Hispanics vs. Non-Hispanics by Age Group and Gender Catholicism Still Important Force among Latinos Figure 8-1: Religious Preferences of Hispanics Figure 8-2: Religious Preferences of Non-HispanicsPolitical and Social Values Hispanics Less Likely to Identify as Conservative and Republican Table 8-6: Political Affiliation, Hispanics vs. Non-Hispanics by Age Group . Older Hispanic Boomers More Careful about Political Expression Table 8-7: Selected Political Opinions, Hispanics vs. Non-Hispanics by Age Group and Gender Hispanics Give High Priority to Recycling Table 8-8: Attitudes toward Recycling, Hispanics vs. Non-Hispanics by Age Group and GenderSection III The Hispanic Consumer: A Generational ViewChapter 9 How Hispanics Manage and Spend MoneyPersonal Finances Hispanics Less Likely to Use Banking Services Table 9-1: Use of Banking Services, Hispanics vs. Non-Hispanics by Age Group Gen-X Latinos More Likely to Pay Bills Online Table 9-2: Methods Used to Pay Bills, Hispanics vs. Non-Hispanics by Age Group Department Store Credit Cards Popular among Hispanics Table 9-3: Type of Credit Card Used, Hispanics vs. Non-Hispanics Gen-Y Latinos Much Less Likely to Depend on Credit Table 9-4: Percent with Loans, Hispanics vs. Non-Hispanics by Age Group.159 Bank of America Tops in Hispanic Market Table 9-5: Banks Used in Last 12 Months, Hispanics vs. Non-Hispanics Older Latino Boomers Turn to Insurance Policies Table 9-6: Percent with Insurance Policies by Type of Policy, Hispanics vs. Non- Hispanics by Age Group
  12. 12. Investments Scarce Table 9-7: Types of Investments Owned, Hispanics vs. Non-Hispanics Gen-X Latinos Most Likely to Send Money Home Table 9-8: Percent Sending Money within and outside the United States in Last 12 Months, Hispanics vs. Non-Hispanics by Age Group Table 9-9: Methods Used by Hispanics Sending Money in Last 12 MonthsShopping Behavior Hispanic Men of All Ages Are Shopaholics Table 9-10: Attitudes toward Shopping, Hispanics vs. Non-Hispanics by Age Group and Gender Gen-Y Latino Men Most Likely to Visit Malls Frequently Table 9-11: Frequency of Shopping, Hispanics vs. Non-Hispanics by Gender and Age Group Table 9-12: Percent Shopping at Home Electronics, Home Furnishing and Houseware and Home Improvement Stores in last 3 Months, Hispanics vs. Non- Hispanics by Gender and Age Group Gen-X Hispanic Men Most Likely to Go Shopping with Families Table 9-13: Shopping as a Social Event, Hispanics vs. Non-Hispanics by Age Group and Gender Hispanic Kids Play Major Role in Family Shopping Expeditions Table 9-14: Impact of Children on Consumer Behavior, Hispanics vs. Non- Hispanics by Age Group and Gender Sales Less Likely to Attract Hispanic Shoppers Table 9-15: Attitudes toward Sales and Bargains, Hispanics vs. Non-Hispanics by Age Group and Gender Incentive Offers Fail to Sway Latino Consumers Figure 9-1: Percent of Households Responding to Incentive Offers, Hispanics vs. Non-Hispanics Table 9-16: Impact of Incentive Offers, Hispanics vs. Non-Hispanics by Age Group Gen-Y Hispanic Men Look for Approval When Buying Table 9-17: Consumer Autonomy, Hispanics vs. Non-Hispanics by Age Group and Gender Strong Interest in Environmentally Friendly Products Table 9-18: Interest in Buying Environmentally Friendly Products, Hispanics vs. Non-Hispanics by Age Group and Gender Sears and Macy’s Attracts More Hispanic Shoppers Table 9-19: Department/Discount Stores Shopped in Last 3 Months by Men, Hispanic vs. Non-Hispanics Table 9-20: Department/Discount Stores Shopped in Last 3 Months by Women, Hispanic vs. Non-Hispanics Online Shopping Less Popular Table 9-21: Attitudes toward Online Shopping, Hispanics vs. Non-Hispanics by Age Group and Gender Figure 9-2: Percent of Men Placing Internet Order in Last 12 Months, Hispanics vs. NonHispanics
  13. 13. Figure 9-3: Percent of Women Placing Internet Order in Last 12 Months, Hispanics vs. Non-HispanicsConsumer Expenditure Patterns Hispanic Consumer Units Have Different Profile Table 9-22: Characteristics of Consumer Units, Hispanic Consumer Units vs. Non-Hispanic Consumer Units Hispanics Spend Greater Share of After-Tax Income Table 9-23: Expenditures of Hispanic Consumer Units as Percent of After-Tax Income Hispanic Consumer Expenditure Patterns Analyzed Table 9-24: Consumer Expenditures Categories for Which Hispanics Spend More than Non-Hispanic Consumer UnitsChapter 10 Highlights of Consumer BehaviorFashion and Personal Care Hispanic Men Are Fashion-Forward Table 10-1: Attitudes toward Fashion, Hispanics vs. Non-Hispanics by Age Group and Gender Hispanic Women More Cautious than Hispanic Men about Buying Clothes. Table 10-2: Shopping for Clothes, Hispanics vs. Non-Hispanics by Age Group and Gender Clothing Purchases Analyzed Table 10-3: Clothing Items and Accessories Bought in Last 12 Months by Men, Hispanic vs. Non-Hispanic Table 10-4: Clothing Items and Accessories Bought in Last 12 Months by Women, Hispanic vs. Non-Hispanic Latino Gen-Xers Far More Likely to Buy Clothes for Kids Table 10-5: Purchase of Children’s Clothing, Hispanics vs. Non-Hispanics by Gender and Age Group Hispanic Men Favor Hair Products and Cologne Table 10-6: Use of Personal-Care Products by Men, Hispanic vs. Non-Hispanic Latinas More Likely to Use Makeup Table 10-7: Use of Personal-Care Products by Women, Hispanic vs. Non- HispanicEating at Home Latino Boomers Look for Organic Food Figure 10-1: Percent of Hispanic and Non-Hispanic Men Who Look for Organic/Natural Food When Shopping Figure 10-2: Percent of Hispanic and Non-Hispanic Women Who Look for Organic/Natural Food When Shopping Hispanic Men in Younger Boomer Generation Worry about Their Weight Table 10-8: Attitudes toward Dieting, Hispanics vs. Non-Hispanics by Age Group and Gender Kitchen the Centerpiece of Typical Hispanic Home Table 10-9: Cooking at Home, Hispanics vs. Non-Hispanics by Age Group and Gender Hispanics Resist Trying Out New Foods
  14. 14. Table 10-10: Attitudes toward New Food Products, Hispanics vs. Non-Hispanics by Age Group and Gender Store-Made Meals Appeal to Gen-Y and Gen-X Hispanic Males Table 10-11: Percent Eating Frozen and Pre-Cooked Meals, Hispanics vs. Non- Hispanics by Age Group and Gender Snacking Not a Part of Hispanic Eating Habits Table 10-12: Eating Habits, Hispanics vs. Non-Hispanics by Age Group and Gender Health and Wellness Visits to the Doctor Less Frequent Table 10-13: Attitudes toward Taking Care of Personal Health, Hispanics vs. Non-Hispanics by Age Group and Gender Table 10-14: Medical Professionals Consulted in Last 12 Months, Hispanics vs. Non-Hispanics by Gender Table 10-15: Use of Medications, Hispanics vs. Non-Hispanics by Gender Brand Names Important When Picking Drugs Table 10-16: Attitudes toward Brand-Name Medications, Hispanics vs. Non- Hispanics by Age Group and Gender Pharmaceutical Ads Work Well with Latinos Table 10-17: Impact of Pharmaceutical Ads, Hispanics vs. Non-Hispanics by Age Group and Gender High-Priced Drugs Seen as the Best Table 10-18: Willingness to Pay for Medications, Hispanics vs. Non-Hispanics by Age Group and Gender Alternative Medicine Favored Table 10-19: Attitudes toward Alternative Medicine, Hispanics vs. Non-Hispanics by Age Group and GenderChapter 11 How Hispanics Spend Leisure TimeOverview Many Leisure Choices the Same Table 11-1: Participation in Leisure Activity/Hobby in Last 12 Months by Men, Hispanic vs. Non-Hispanic Table 11-2: Participation in Leisure Activity/Hobby in Last 12 Months by Women, Hispanic vs. Non-Hispanic Soccer Leading Sport among Hispanic Men Table 11-3: Favorite Sports of Men, Hispanic vs. Non-Hispanic Table 11-4: Favorite Sports of Women, Hispanics vs. Non-HispanicsConsumer Electronics and Home Entertainment Television Sets at the Center of Latino Households Table 11-5: Ownership of Selected Consumer Electronic Products, Hispanics vs. Non-Hispanics by Gender and Age Group Table 11-6: Ownership of TV Sets, Hispanics vs. Non-Hispanics Cellphones Gain among Hispanics Table 11-7: Ownership of Cellphones, Hispanics vs. Non-Hispanics by Gender Latinos in Gen-X and Younger Boomer Generations Heaviest Users of Pre-paid Calling Cards
  15. 15. Table 11-8: Long Distance Telephone Calls, Hispanics vs. Non-Hispanics by Gender and Age Group Nearly 70% of Hispanic Households Have Computer Table 11-9: Profile of Home Computer Ownership and Usage, Hispanics vs. Non- Hispanics by Age Group More Hispanics Turn to Internet for Family Entertainment Table 11-10: Impact of Internet on Lifestyle, Hispanics vs. Non-Hispanics by Age Group and Gender Internet Usage Remains Lower Table 11-11: Frequency of Internet Usage, Hispanics vs. Non-Hispanics by Age Group Music Downloads More Popular among Latinos Table 11-12: Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic Table 11-13: Online Activities of Women in Last 30 Days, Hispanic vs. Non- Hispanic MySpace Attracts Latinos Table 11-14: English-Language Websites Visited in Last 30 Days by Men, Hispanic vs. Non-Hispanic Table 11-15: English-Language Websites Visited in Last 30 Days by Women, Hispanic vs. Non-HispanicGoing Out Young Hispanic Men Go Out More Table 11-16: Attendance at Live Entertainment Events in Last 12 Months, Hispanics vs. Non-Hispanics by Gender and Age Group More Hispanics Are Frequent Moviegoers Table 11-17: Movie Attendance, Hispanics vs. Non-Hispanics by Gender and Age Group Fast Food Valued by Latinos Figure 11-1: Use of Fast Food Restaurants in Last 3 Months by Hispanics and Non-Hispanics Table 11-18: Attitudes toward Fast Food, Hispanics vs. Non-Hispanics by Age Group and Gender Fast Food Choices Differ Table 11-19: Fast Food Restaurants Visited the Most, Hispanics vs. Non- Hispanics Denny’s a Hit with Latinos Figure 11-2: Use of Family Restaurants in Last 3 Months by Hispanics and Non- Hispanics Table 11-20: Family Restaurants Visited the Most, Hispanics vs. Non-HispanicsChapter 12 Media and AdvertisingPrint Media Latina Boomers Look to Magazines for Entertainment Table 12-1: Attitudes toward Print Media, Hispanics vs. Non-Hispanics by Age Group and Gender Substantial Overlap in Magazine Choices of Hispanic and Other Men
  16. 16. Table 12-2: Favorite English-Language Magazines of Men, Hispanic vs. Non- Hispanic by Age Group More Differences in Magazine Preferences of Women Table 12-3: Favorite English-Language Magazines of Women, Hispanic vs. Non- Hispanic by Age GroupTelevision Gen-Y Latinas Look to TV as Main Entertainment Source Table 12-4: Attitudes toward Television, Hispanics vs. Non-Hispanics by Age Group and Gender Digital Cable More Common among Hispanic Cable Subscribers Table 12-5: Access to Cable TV, Hispanics vs. Non-Hispanics Table 12-6: Premium Cable Channels Currently Have, Hispanics vs. Non- Hispanics HBO Gets Nod from Hispanic Viewers Differences in Viewing Habits Remain across Generations Table 12-7: English-Language Cable TV Channels Watched by Men in Last 7 Days, Hispanic vs, Non-Hispanic Table 12-8 English-Language Cable TV Channels Watched by Women in Last 7 Days, Hispanic vs. Non-Hispanic Table 12-9: English-Language Cable TV Channels Watched by Men in Last 7 Days, Hispanic vs. Non-Hispanic by Age Group Table 12-10: English-Language Cable TV Channels Watched by Women in Last 7 Days, Hispanic vs. Non-Hispanic by Age GroupRadio Gen-Y Hispanic Males Least Likely to Listen to Radio Every Day Table 12-11: Attitudes toward Radio, Hispanics vs. Non-Hispanics by Age Group and Gender Contemporary Hit Radio Most Popular English-Language Format Table 12-12: Most Popular Radio Formats of Men, Hispanic vs. Non-Hispanic Table 12-13: Most Popular Radio Formats of Women, Hispanic vs. Non-HispanicDigital Media Traditional Media Maintain Hold on Hispanics Table 12-14: Impact of Internet on Traditional Media Usage, Hispanics vs. Non- Hispanics by Age Group and Gender Many Latinos Participate in Digital Media Revolution Table 12-15: Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic Table 12-16: Online Activities of Women in Last 30 Days, Hispanic vs. Non- HispanicReceptivity to Advertising Latinos Comfortable with Advertising Table 12-17: Attitudes toward Advertising, Hispanics vs. Non-Hispanics by Age Group and Gender Hispanics More Open to TV Commercials Table 12-18: Effectiveness of Television Commercials, Hispanics vs. Non- Hispanics by Age Group and Gender Latinos OK with Advertising to Kids
  17. 17. Table 12-19: Attitudes toward Advertising to Kids, Hispanics vs. Non-Hispanics by Age Group and Gender Out-of-Home Ads Work Well with Hispanics Table 12-20: Effectiveness of Out-of-Home Advertising, Hispanics vs. Non- Hispanics by Age Group and Gender Latinos More Receptive to Product Placement Table 12-21: Effectiveness of Product Placement, Hispanics vs. Non-Hispanics by Age Group and GenderAppendix: Addresses of Selected U.S. Hispanic Market ResourcesAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=1783079  US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004 

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