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Latino Consumers: Demographic Patterns and Spending Trends among Hispanic Americans, 8th Edition

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  • 1. Get more info on this report!Latino Consumers: Demographic Patterns and Spending Trendsamong Hispanic Americans, 8th EditionJanuary 1, 2011The 48 million Latinos in the United States now wield buying power in excess of $1trillion and represent an increasingly important consumer segment for marketers in apost-recession economy. While overall spending by non-Hispanic consumers declinedduring the recession, Latino consumers as a whole spent more. Compared to otherAmericans, Latinos continue to exhibit more confidence about the future of theAmerican economy and show more optimism that their own personal financial situationwill improve in the days ahead.This new Packaged Facts report provides an in-depth look at the shopping habits andspending patterns of Hispanic consumers today. It also provides a glimpse into Latinoshoppers of the future. As more acculturated Latinos become an ever-larger share ofthe population, marketers may need to address the potential for a significant change inthe profile of the Latino consumer. This Packaged Facts report provides importantinsights into the way acculturation may affect the shopping behavior and buyingdecisions of Latinos in the years to come.The report begins by identifying trends shaping the Hispanic market and highlightsopportunities created by the spending patterns of Latino consumers. The next chaptersin the report assess the size and growth of Hispanic buying power through 2015,provide a demographic profile of Latinos and analyze trends in immigration andacculturation within the Hispanic population. The report continues with an analysis ofthe financial status of Latino consumers and overviews of their shopping and spendingpatterns. The next chapters of the report provide in-depth analyses of the spendinghabits of Latino shoppers in the areas of home furnishings and home electronics andfashion. The report concludes with a chapter on Latino shopping and spending patternsin supermarkets.
  • 2. Table of ContentsChapter 1: Executive SummaryIntroduction Background Overview of the ReportScope and Methodology Scope of Report MethodologyMarket Trends and Opportunities Latino Consumers Remain More Confident Total Spending by Latino Households Goes Up in a Down Economy Changes in Immigration Policy Will Have Modest Impact on Growth in Hispanic Market Hispanic Market Continues to Show Marked Regional Differences Increasing Acculturation Will Affect Decisions of Latino Consumers Advertisers Begin to Blur Line between “General Market” and "Hispanic Market” Latinos Important to Both Upmarket and Discount RetailersMarket Overview One in Six Americans Is Hispanic Hispanics Drive U.S. Population Growth Buying Power of Latino Consumers Will Reach $1.3 Trillion in 2015 Mexicans Dominant Economic Force in Hispanic MarketThe Hispanic Population Today Nearly Half of Latinos Found in California and Texas Latinos Most Influential in States Bordering Mexico Southern States Experience Fastest Hispanic Population Growth Top Metro Areas Listed Mexicans Dominate Most Major Hispanic Markets Latinas Account for 22% of Women Giving Birth Family Households with Children More Prevalent among Latinos Household Composition Varies across National Segments Latino Households Much Larger than AverageLanguage and Acculturation Most Latinos Born in U.S Immigration on the Decline Immigrants Account for Minority Share of Latino Population Growth Most Latinos Are English-Speakers Influence of English Language Grows Puerto Ricans Most Likely to Speak English Acculturation Leads to Smaller Hispanic Households Incomes Rise with Acculturation Social Values Vary by Degree of AcculturationFinancial Profile of Hispanic Consumers College Remains an Elusive Goal for Latinos Recession Generates More Job Changes for Latinos
  • 3. Nearly 1.5 Million Hispanic Households Have Income of $100K or More Latinos Share in Collapse of Housing BubbleOverview of Shopping Behavior Latinos Like to Shop Latinos Make More Frequent Trips to the Mall Specialty Stores Attract Hispanic Shoppers Latino Consumer Segment Includes Core Group Dedicated to Trying Out New Stores Less Acculturated Latino Shoppers Loyal to Favorite Stores Ads and Product Placements Capture Interest of Hispanic Consumers Latino Shoppers Less Likely to Pay Attention to In-Store Promotions Sales Can Attract New Customers from Hispanic Consumer Segment Latinos Less Likely to Use Cents-Off Coupons Latinos Like to Shop with Family Members Hispanic Parents Like Shopping with Their Kids Acculturated Latinos Turn to Online Shopping Latinos Want to Use Cell Phones to ShopHighlights of Latino Consumer Spending Latinos Spend More of Their Income Spending Patterns Differ Low-Acculturation Hispanics More Likely to Use Cash to Make Purchases Hispanics More Likely to Use Cash to Pay Their BillsLatino Consumer Spending Highlights: The Home Latinos Focus on the Home Latino Households Spend Nearly $17 Billion Annually on Household Furnishings and Equipment Ikea Gets Nod from Hispanic Shoppers Latinos as Likely as Non-Hispanic Whites to Spend Heavily on Furniture Substantial Segment of Latino Consumers Involved in Home Remodeling Projects Latinos Are Early Adopters Latinos Fast-Growing Segment for Home Electronics Retailers Latinos Frequent Visitors to Home Electronics StoresLatino Consumer Spending Highlights: Fashion Hispanic Men Care More about Fashion Latinos Like to Buy Clothes Latinos Spend $12 Billion Each Year on Clothing Clothing Purchase Patterns Analyzed Watches More Popular among Latino Consumers Latinos Spend $6 Billion Annually on Clothes for Their Kids Latino Families Major Players in Children’s Apparel Market Latino Shoppers Less Likely to Choose Store Brands When Buying Wide Range of Personal-Care ProductsShopping and Spending in Supermarkets Less Acculturated Latinos More Likely to Look for Fresh and Organic Foods In-Store Supermarket Promotions Less Likely to Sway Latinos
  • 4. Latinos Shop Less Often but Spend More in Supermarkets Hispanic Households Spend $53 Billion for Food at Home Hispanic Consumer Budgets Place High Priority on Food Latinos Less Likely to Choose Store Brands for Dairy Products and Most Beverages Store Brands for Many Non-Food Supermarket Items less Likely to Get Nod from Latino Shoppers Latinos More Likely to Avoid Store Brands When Purchasing Over-the-Counter MedsChapter 2: Market Trends and OpportunitiesLatino Consumers Remain More Confident Table 2-1: Economic Outlook, Hispanics by Level of Acculturation vs. Non- Hispanic Whites Total Spending by Latino Households Goes Up in a Down Economy Table 2-2: Average Annual Expenditures by Hispanic and Non-Hispanic Consumer Units, 2009 vs. 2008 Table 2-3: Aggregate Spending by Hispanic and Non-Hispanic Consumer Units, 2009 vs. 2008 Hispanic Consumers Less Afraid to Buy Big-Ticket Items in Near Future Table 2-4: Spending Plans over Next 30 Days, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Changes in Immigration Policy Will Have Modest Impact on Growth in Hispanic Market Table 2-5: Impact of Immigration on Hispanic Population Growth, 2010-2050 Hispanic Market Continues to Show Marked Regional Differences Table 2-6: Percent Mexicans in Hispanic Population in Selected Regions and States, 2009 Increasing Acculturation Will Affect Decisions of Latino ConsumersMarketing Trends Advertisers Begin to Blur Line between “General Market” and “Hispanic Market” Ikea Campaign Integrates Hispanic and General-Market Creative Levi Strauss Launches Reality TV Series to Reach Young Latinos P&G Succeeds with Value Messages to Latinos 7- Eleven Caters to Blue-Collar Hispanics Food Companies Target Hispanic MomsMarket Opportunities Hispanic Consumer Spending Represents Ever-Growing Marketing Opportunity Table 2-7: Aggregate Spending by Hispanic and Non-Hispanic Consumer Units, 2009 vs. 2000 Latinos Prime Market for Home Electronics Retailers Table 2-8: Selected Opportunities Related to Purchases of Home Electronics by Hispanics Family Focus of Latino Consumers Creates Major Opportunities for Home Furnishings Retailers Table 2-9: Selected Opportunities Related to Purchases of Home Furnishings, Appliances and Bedding, Bath & Linen by Hispanics
  • 5. Table 2-10: Selected Opportunities Related to Home Improvement Projects of Hispanics Latinos Major Segment for Food Retailers Table 2-11: Selected Opportunities Related to Food Shopping Habits of Hispanics Latinos Important to Fashion Industry Table 2-12: Selected Opportunities Related to Purchases of Apparel by Hispanics Latinos Important to Both Upmarket and Discount Retailers Table 2-13: Selected Opportunities Related to Discount and Department Store Shopping by HispanicsChapter 3: Market OverviewSize and Growth of the Hispanic Population One in Six Americans Is Hispanic Table 3-1: U.S. Population by Race and Hispanic Origin, 2009 Two Out of Three Hispanics Are Mexicans Table 3-2: Hispanic Population by Major National Segment, 2009 Hispanics Drive U.S. Population Growth Table 3-3: Population Growth, Hispanics vs. Other Population Segments, 2000- 2009 Table 3-4: Projected Population Growth, Hispanics vs. Other Population Segments, 2010-2015Size and Growth of the Hispanic Market Buying Power Used to Measure Market Size Hispanics Show Increasing Economic Clout Figure 3-1: Hispanics as Percent of Total U.S. Buying Power, 1980 vs. 2009 Buying Power of Latino Consumers Will Reach $1.3 Trillion in 2015 Table 3-5: Projected Growth in Hispanic Buying Power, 2010-2015Buying Power of Key Hispanic Market Segments Mexicans Dominant Economic Force in Hispanic Market Table 3-6: Hispanic Buying Power by National Segment, 2010 Los Angeles, New York and Miami Markets Generate Nearly 30% of Aggregate Income of Latinos Table 3-7: Top 30 Hispanic Markets Ranked by Aggregate Income, 2009 Latinos in Washington, D.C., San Francisco Bay Area and Miami Boast Highest Per Capita Incomes Table 3-8: Top 30 Hispanic Markets Ranked by Per Capita Income, 2009Chapter 4: The Latino Population TodayWhere Latinos Live Nearly Half of Latinos Found in California and Texas Table 4-1: States with Largest Hispanic Populations, 2009 Latinos Most Influential in States Bordering Mexico Table 4-2: States with Largest Percentage of Hispanics, 2009 Southern States Experience Fastest Hispanic Population Growth Table 4-3: States with the Fastest-Growing Hispanic Populations, 2006-2009
  • 6. Top Metro Areas Listed Table 4-4: Metro Areas with Largest Hispanic Populations, 2009 Mexicans Dominate Most Major Hispanic Markets Table 4-5: Leading Hispanic Markets by Top 3 Hispanic Segments, 2009Age and Gender Latinos Youngest U.S. Population Segment Table 4-6: Population by Selected Age Group, Hispanics vs. Other Population Groups, 2009 Mexicans Youngest Hispanic Group, Cubans Are the Oldest Table 4-7: Median Age of Selected Hispanic National Segments, 2009 Latino Population Includes More Males Table 4-8: Population by Gender, Hispanics vs. Other Population Groups, 2009Households and Families Latinos Less Likely to Be Married Table 4-9: Marital Status of People 15 Years Old and Over, Hispanics vs. Others, 2009 Table 4-10: Marital Status of Males 15 Years Old and Over, Hispanics vs. Others, 2009 Table 4-11: Marital Status of Females 15 Years Old and Over, Hispanics vs. Others, 2009 Table 4-12: Marital Status of Hispanic Men 15 Years Old and Over by National Segment, Table 4-13: Marital Status of Hispanic Women 15 Years Old and Over by National Segment, Latinas Account for 22% of Women Giving Birth Table 4-14: Women 15 to 50 Years Who Had a Birth in the Last 12 Months, Hispanics by National Segment vs. Others, 2009 Family Households with Children More Prevalent among Latinos Table 4-15: Household Profile, Hispanics vs. Others, 2009 Household Composition Varies across National Segments Table 4-16: Profile of Hispanic Households by Selected National Segment, 2009 Latino Households Much Larger than Average Table 4-17: Average Household and Family Size, Hispanics by National Segment vs. Others, 2009Chapter 5: Language and AcculturationNative vs. Foreign-Born Latinos Most Latinos Born in U.S Table 5-1: Percent of Hispanic Population Foreign-Born Table 5-2: Percent of Hispanic Population Foreign-Born by Age Group Mexicans Most Likely to Be U.S.-Born Table 5-3: Percent of Hispanic Population Foreign-Born by National Segment, 2009 Length of Time in U.S. Varies across National Segments Table 5-4: Hispanic Immigrants by National Segment and Year of Entry, 2009Immigration Trends Mexico Main Source of Immigration
  • 7. Table 5-5: Country of Birth of Legal Permanent Resident Population, 2008 Immigration on the Decline Table 5-6: Average Annual Number of Hispanics Obtaining Legal Permanent Resident Status, 1980-1989, 1990-1999, 2000-2009 Table 5-7: Country of Birth of the Unauthorized Immigrant Population, 2009 vs. 2000 Immigrants Account for Minority Share of Latino Population Growth Table 5-8: Components of Population Increase April 1, 2000-July 1, 2009, Hispanics vs Others. Figure 5-1: Components of Change in the Hispanic Population, 2000-2001 vs. 2008-2009 English vs. SpanishMost Latinos Are English-Speakers Table 5-9: English-Language Capabilities of Hispanics 5 Years Old and Over, 2009 Influence of English Language Grows Table 5-10: English-Language Capabilities of Hispanics 5 Years Old and Over, 2009 vs. 2000 Puerto Ricans Most Likely to Speak English Table 5-11: Number and Percent of Hispanics 5 Years Old and Over Proficient in English Language by National Segment, 2009 Wide Variations in English-Language Capabilities across Major Hispanic Markets Table 5-12: Major Hispanic Markets Ranked by Percent of Linguistically Isolated Spanish-Speaking Households, 2009The Demographics of Acculturation Acculturation Leads to Smaller Hispanic Households Table 5-13: Household Structure, Hispanics by Degree of Acculturation vs. non- Hispanic Whites Incomes Rise with Acculturation Table 5-14: Economic Profile, Hispanics by Degree of Acculturation vs. non- Hispanic Whites Social Values Vary by Degree of Acculturation Table 5-15: Social and Religious Values, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Political Engagement Grows with Acculturation Figure 5-2: Percent Registered to Vote, Hispanics by Degree of Acculturation vs. non-Hispanic WhitesChapter 6: Financial Profile of Latino ConsumersEducational Attainment College Remains an Elusive Goal for Latinos Table 6-1: Percent Enrolled in College or Graduate School, Hispanics vs. Others by Gender, 2009 Table 6-2: Educational Attainment of People 25 Years Old and Over, Hispanics vs. Others by Gender, 2009 Educational Attainment Highest for Cubans and Colombians
  • 8. Table 6-3: Educational Attainment of Hispanics 25 Years Old and Over by National Segment and Gender, 2009Employment Patterns Recession Generates More Job Changes for Latinos Table 6-4: Job Changes Experienced in Last 12 Months, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Occupational Patterns Analyzed Table 6-5: Occupations of Men 16 Years Old and Over, Hispanics vs. Others, 2009 Table 6-6: Occupations of Women 16 Years Old and Over, Hispanics vs. Others, 2009 Wide Range of Occupational Patterns among Hispanic National Segments Table 6-7: Occupations of Male Hispanics 16 Years Old and Over by National Segment, 2009 Table 6-8: Occupations of Female Hispanics 16 Years Old and Over by National Segment, 2009Income Levels Income and Earnings of Hispanics Analyzed Table 6-9: Income Profile, Hispanics by National Segment vs. Others, 2009 Nearly 1.5 Million Hispanic Households Have Income of $100K or More Table 6-10: Distribution of Household Income, Hispanics vs. Others, 2009 Table 6-11: Distribution of Family Income, Hispanics vs. Others, 2009 Table 6-12: Higher-Income Hispanic Households, 2009 Latinos Share in Collapse of Housing Bubble Table 6-13: Percent Owner-Occupied Housing Units by Population Segment, 2006 vs. 2009 Table 6-14: Percent Owner-Occupied Housing Units, Hispanics by National Segment, 2009Use of Financial Services Latino Consumers Less Likely to Trust Banks Figure 6-1: Percent Agreeing They Are Uncomfortable Trusting Money to a Bank, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Bank Accounts Less Common Table 6-15: Ownership of Bank Accounts, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Small Minority Own Investments Figure 6-2: Percent Owning Any Investment, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Figure 6-3: Percent Owning Mutual Funds or Brokerage Accounts, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 6-16: Types of Investments Owned, Hispanics vs. Non-Hispanic Whites High-Acculturation Latinos Likely to Have New Car Loan Figure 6-4: Percent with Any Loans, Hispanics by Level of Acculturation vs. Non- Hispanic Whites Table 6-17: Type of Loans, Hispanics by Level of Acculturation vs. Non- Hispanic Whites
  • 9. Ownership of Insurance Tied to Level of Acculturation Table 6-18: Ownership of Health and Life Insurance, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Allstate and State Farm Popular among Latinos Table 6-19: Property and Vehicle Insurance, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 6-20: Homeowner’s and Automotive Insurance Companies, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Latinos Turn to Professionals to Prepare Taxes Figure 6-5: Percent of Adult Consumers Who Prefer to Let ProfessionalsDo Their Taxes, Hispanics by Level of Acculturation vs. Non-Hispanic WhitesChapter 7: Overview of Latino Shopping BehaviorShopping Patterns Latinos Like to Shop Table 7-1: Attitudes toward Shopping, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 7-2: Attitudes toward Shopping, Hispanic vs. Non-Hispanic White Men by Age Group Table 7-3: Attitudes toward Shopping, Hispanic vs. Non-Hispanic White Women by Age Group Latinos Make More Frequent Trips to the Mall Table 7-4: Visits to Malls in Last 4 Weeks, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 7-5: Shopping at Convenience Stores in Last 4 Weeks, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 7-6: Number of Times Shopped at Department/Discount Stores in Last Four Weeks, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Top Department Stores Listed Table 7-7: Department/Discount Stores Shopped in Last Three Months by Men, Hispanic vs. Non-Hispanic White Table 7-8: Department/Discount Stores Shopped in Last Three Months by Women, Hispanic vs. Non-Hispanic WhiteChoosing Where to Shop Specialty Stores Attract Hispanic Shoppers Table 7-9: Shopping at Specialty Stores, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Latino Consumer Segment Includes Core Group Dedicated to Trying Out New Stores Table 7-10: Trying out New Stores, Hispanics by Level of Acculturation vs. Non- Hispanic Whites Less Acculturated Latino Shoppers Loyal to Favorite Stores Table 7-11: Reasons for Choosing Favorite Stores, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Latino Shoppers Have Different Mindset When Choosing StoresReceptivity to Advertising and Promotions Ads Capture Interest of Hispanic Consumers
  • 10. Table 7-12: Receptivity to Advertising, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Product Placement an Effective Strategy among Latino Consumers Table 7-13: Receptivity to Product Placement, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Latino Shoppers Less Likely to Pay Attention to In-Store Promotions Table 7-14: Receptivity to In-Store Advertising and Promotions (excluding food), Hispanics by Level of Acculturation vs. Non-Hispanic Whites Sales Can Attract New Customers from Hispanic Consumer Segment Table 7-15: Receptivity to Specials and Sales, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Latinos Less Likely to Use Cents-Off Coupons Figure 7-1: Percent of Households Using Cents-Off Coupons, Hispanic vs. Non- Hispanic Whites Figure 7-2: Percent Responding to Incentive Offers from Product Manufacturers, Hispanics by Level of Acculturation vs. Non-Hispanic WhitesShopping as a Family Event Latinos Like to Shop with Family Members Table 7-16: Shopping as a Social Experience, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 7-17: Shopping as a Social Experience, Hispanic vs. Non-Hispanic White Men by Age Group Table 7-18: Shopping as a Social Experience, Hispanic vs. Non-Hispanic White Women by Age Group Hispanic Parents Like Shopping with Their Kids Table 7-19: Shopping with Kids, Hispanics vs. Non-Hispanic Whites by Gender Latino Parents More Strict about Buying for Kids Table 7-20: Attitudes toward Buying for Kids, Hispanics vs. Non-Hispanic Whites by Gender Research Suggests Latino Shoppers More Attuned to Satisfying Family PreferencesOnline and Catalog Shopping Internet Has Less Impact on Latino Shopping Habits Table 7-21: Impact of the Internet on Shopping Behavior, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Acculturated Latinos Turn to Online Shopping Figure 7-3: Percent Placing Internet Order in Last 12 Months, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 7-22: Purchasing on the Internet in Last 12 Months, Hispanics vs. Non- Hispanic Whites Latinos Want to Use Cell Phones to Shop Table 7-23: Using Cell Phones for Shopping, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Catalog Shopping Less Popular Figure 7-4: Percent Purchasing an Item from a Catalog in the Past 12 Months, Hispanics by Degree of Acculturation vs. Non-Hispanic Whites
  • 11. Chapter 8: Highlights of Latino Consumer SpendingSpending Patterns of Hispanic Consumers Consumer Units Defined Latinos Spend More of Their Income Table 8-1: Expenditures of Hispanic Consumer Units as Percent of Before-Tax Income Hispanic Consumer Units Profiled Table 8-2: Characteristics of Consumer Units, Hispanic vs. Non-Hispanic Consumer Units Spending Patterns Differ Table 8-3: Consumer Expenditure Categories for Which Hispanics Spend a Higher Percentage of Their Total Budget than Non-Hispanics Table 8-4: Consumer Expenditures Categories for Which Hispanics Spenda Lower Percentage of Their Total Budget than All Consumer UnitsHow Latinos Pay For What They Buy Latino Consumers Have Mixed Feelings about Spending Money Table 8-5: Attitudes toward Spending and Saving, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Low-Acculturation Hispanics More Likely to Use Cash to Make Purchases Figure 8-1: Percent Who Say They Often Prefer to Pay Cash for theThings They Buy, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Debit and Credit Cards Less Common Among Latino Consumers Table 8-6: Ownership and Use of Debit Cards, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 8-7: Ownership and Use of Credit Cards, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Hispanics More Likely to Use Cash to Pay Their Bills Figure 8-2: Percent Who Always Use Cash to Pay Their Bills, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 8-8: Paying Bills, Hispanics by Level of Acculturation vs. Non-Hispanic WhitesChapter 9: Latino Consumer Spending Highlights: The HomeHome Furnishings and Home Improvements Latinos Focus on the Home Table 9-1: Attitudes toward Home, Hispanics by Level of Acculturation vs. Non- Hispanic Whites Latino Households Spend Nearly $17 Billion Annually on Household Furnishings and Equipment Table 9-2: Aggregate Annual Expenditures by Hispanic Consumer Units for Household Furnishings and Equipment, 2009 Table 9-3: Amounts and Share of Budget Spent on Household Furnishings and Equipment by Hispanic and Non-Hispanic Consumer Units, 2009 Ikea Gets Nod from Hispanic Shoppers Table 9-4: Shopping in Home Furnishing Stores, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Latinos as Likely as Non-Hispanic Whites to Spend Heavily on Furniture
  • 12. Table 9-5: Household Furnishings Bought in Last 12 Months, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 9-6: Appliances/Durables Bought in Last 12 Months, Hispanics vs. Non- Hispanic Whites Bedding and Linen Retailers Attract Hispanics Table 9-7: Bedding, Bath and Linen Products Bought in Last 12 Months, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Substantial Segment of Latino Consumers Involved in Home Remodeling Projects Table 9-8: Interior and Exterior Remodeling, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 9-9: Amount Spent on Home Improvements in Last 12 Months, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Home Depot Popular among Hispanic DIYers Table 9-10: Shopping in Home Improvement Stores, Hispanics by Level of Acculturation vs. Non-Hispanic WhitesHome Electronics Latinos Are Early Adopters Table 9-11: Attitudes toward Consumer Electronics, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Latinos Fast-Growing Segment for Home Electronics Retailers Table 9-12: Aggregate Expenditures for Television, Radio and Sound Equipment by Hispanic and Non-Hispanic Consumer Units, 2000 vs. 2009 Latinos Frequent Visitors to Home Electronics Stores Table 9-13: Shopping in Home Electronics Stores, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Table 9-14: Shopping in Office Supply/Computer Stores, Hispanics by Level of Acculturation vs. Non-Hispanic WhitesChapter 10: Latino Consumer Spending Highlights: FashionApparel for Adults Hispanic Men Care More about Fashion Table 10-1: Attitudes toward Fashion, Hispanic vs. Non-Hispanic White Men by Age Group Table 10-2: Attitudes toward Fashion, Hispanic vs. Non-Hispanic White Women by Age Group Latinos Like to Buy Clothes Table 10-3: Attitudes toward Buying Clothes, Hispanic vs. Non-Hispanic White Men by Age Group Table 10-4: Attitudes toward Buying Clothes, Hispanic vs. Non-Hispanic White Women by Age Group Latinos Spend $12 Billion Each Year on Clothing Table 10-5: Aggregate Annual Expenditures by Hispanic Consumer Units for Apparel and Footwear, 2009 Table 10-6: Amounts and Share of Budget Spent on Apparel for Adults and Footwear by Hispanic and Non-Hispanic Consumer Units, 2009 Top Department Stores for Hispanics Listed
  • 13. Table 10-7: Department/Discount Stores Where Apparel/Accessories and Footwear Purchased in Last Three Months, Hispanics vs. Non-Hispanic Whites Clothing Purchase Patterns Analyzed Table 10-8: Men’s Apparel and Accessories Purchased by Men in Last 12 Months, Hispanic vs. Non-Hispanic White Table 10-9: Women’s Apparel and Accessories Purchased by Women in Last 12 Months, Hispanic vs. Non-Hispanic White Watches More Popular among Latino Consumers Figure 10-1: Percent Buying Watch for Self or Someone Else in Last 12 Months, Hispanics vs. Non-Hispanic WhitesChildren’s Apparel Latinos Spend $6 Billion Annually on Clothes for Their Kids Table 10-10: Aggregate Annual Expenditures by Hispanic Consumer Units for Children’s Apparel, 2009 Table 10-11: Amounts and Share of Budget Spent on Children’s Apparel by Hispanic and Non-Hispanic Consumer Units, 2009 Latino Families Major Players in Children’s Apparel Market Table 10-12: Purchase of Children’s Clothing in Last 12 Months, Hispanics by Level of Acculturation vs. Non-Hispanic WhitesPersonal-Care Products Hispanic Consumers Spend $7.5 Billion Annually on Personal-Care Products Significant Differences in Use of Personal-Care Products Table 10-13: Use of Personal-Care Products, Hispanic vs. Non-Hispanic White Men Table 10-14: Use of Personal-Care Products, Hispanic vs. Non-Hispanic White Women Latino Shoppers Less Likely to Choose Store Brands When Buying Personal- Care Products Table 10-15: Percent of Users of Personal-Care Products Buying Store Brands by Product Category, Hispanics vs. Non-Hispanic WhitesChapter 11: Shopping and Spending in SupermarketsShopping in Supermarkets Kitchen at the Heart of Latino Homes Figure 11-1: Attitudes toward Cooking at Home, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Less Acculturated Latinos More Likely to Look for Fresh and Organic Foods Table 11-1: Attitudes toward Cooking at Home, Hispanics by Level of Acculturation vs. Non Hispanic Whites In-Store Supermarket Promotions Less Likely to Sway Latino Food Shoppers Table 11-2: Receptivity to In-Store Advertising and Promotions in Supermarkets, Hispanics by Level of Acculturation vs. Non-Hispanic WhitesSpending in Supermarkets Latinos Shop Less Often but Spend More in Supermarkets Table 11-3: Shopping in Supermarkets in Last 4 Weeks, Hispanics by Level of Acculturation vs. Non-Hispanic Whites
  • 14. Figure 11-2: Percent Spending Average of $150 or More per Week, Hispanics by Level of Acculturation vs. Non-Hispanic Whites Hispanic Households Spend $53 Billion for Food at Home Table 11-4: Aggregate Annual Expenditures by Hispanic Consumer Units for Food at Home, 2009 Hispanic Consumer Budgets Place High Priority on Food Table 11-5: Amounts and Share of Budget Spent on Food at Home by Hispanic and Non-Hispanic Consumer Units, 2009 Latinos Less Likely to Buy Food at Walmart Table 11-6: Department/Discount Stores Where Food/Drugs Purchased in Last Three Months, Hispanics vs. Non-Hispanic Whites Latinos Less Likely to Choose Store Brands for Dairy Products and Beverages Table 11-7: Choosing Store Brands for Selected Food Products, Hispanics vs. non-Hispanic Whites Store Brands for Many Non-Food Supermarket Products less Likely to Get Nod from Latino Shoppers Table 11-8: Percent Choosing Store Brands for Non-Food Items in Supermarkets, Hispanics vs. non-Hispanic Whites Latinos More Likely to Avoid Store Brands When Purchasing Over-the-Counter Meds Table 11-9: Percent Choosing Store Brands for Over-The-Counter Medications, Hispanics vs. non-Hispanic WhitesAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2848314US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

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