Affluent Hispanic Entertainment Brands Survey 2014This document analyzes entertainment and brand preferences of affluent Hispanic consumers based on a 2014 nationwide survey. Key findings include affluent Hispanics being more likely to engage in various entertainment activities compared to other groups. The survey also finds affluent Hispanics have higher ownership and planned purchase rates for many brands compared to affluent non-Hispanics. Sections include methodology, detailed findings on entertainment, sports interests, and brand preferences with comparisons among income and ethnic groups
The document discusses a survey of affluent Hispanic consumers earning over $100k annually and compares them to affluent non-Hispanics and lower-income Hispanics. Key findings include:
- Affluent Hispanics spend more on entertainment activities like movies, shopping, and cable/satellite TV compared to other groups.
- They are more likely to watch a variety of TV channels and follow/attend various sports.
- Affluent Hispanics also own and plan to purchase more high-end brands compared to affluent non-Hispanics.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
More Related Content
Similar to Affluent Hispanic Entertainment Brands Survey 2014This document analyzes entertainment and brand preferences of affluent Hispanic consumers based on a 2014 nationwide survey. Key findings include affluent Hispanics being more likely to engage in various entertainment activities compared to other groups. The survey also finds affluent Hispanics have higher ownership and planned purchase rates for many brands compared to affluent non-Hispanics. Sections include methodology, detailed findings on entertainment, sports interests, and brand preferences with comparisons among income and ethnic groups
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Similar to Affluent Hispanic Entertainment Brands Survey 2014This document analyzes entertainment and brand preferences of affluent Hispanic consumers based on a 2014 nationwide survey. Key findings include affluent Hispanics being more likely to engage in various entertainment activities compared to other groups. The survey also finds affluent Hispanics have higher ownership and planned purchase rates for many brands compared to affluent non-Hispanics. Sections include methodology, detailed findings on entertainment, sports interests, and brand preferences with comparisons among income and ethnic groups (20)
Affluent Hispanic Entertainment Brands Survey 2014This document analyzes entertainment and brand preferences of affluent Hispanic consumers based on a 2014 nationwide survey. Key findings include affluent Hispanics being more likely to engage in various entertainment activities compared to other groups. The survey also finds affluent Hispanics have higher ownership and planned purchase rates for many brands compared to affluent non-Hispanics. Sections include methodology, detailed findings on entertainment, sports interests, and brand preferences with comparisons among income and ethnic groups
2. U.S. Hispanic consumers continue to grow in numbers and flex
their spending power. This growth is having repercussions across
all levels of the socio-economic spectrum. Affluent Hispanics,
those earning $100K+ per year, are an interesting group in
particular because while they currently represent approximately
12.2% of Hispanic earners they punch above their weight as
compared to non-Hispanic affluents when it comes to contributing
to overall spending.
To better understand these differences we conducted a nationwide
survey to look at key Affluent Hispanic interests and spending
patterns.
5. Methodology
Method Online survey via ThinkNow Research’s Omnibus Study
Sample Size
Hispanics: n=2,021
Non-Hispanics: n=1,224
Screening Criteria
• Hispanics: self identify as Hispanic origin
• Non-Hispanics: self identify as Non-Hispanic origin
• 18-64 years of age
Quotas/ Weighting
Quotas:
• Age bracket
• Gender balance
• Region
• Primary language spoken at home (Hispanics only)
Some light weighting applied to balance samples to U.S. Census data
with respect to age, gender and region.
Test Area Nationwide
Fieldwork Timing Omnibus surveys in 2014 (Feb-May’14)
7. Going to the movies, shopping, and having cable or
satellite TV are the top 3 mentioned items when we
asked respondents what they do as far as
entertainment.
Affluent Hispanics are more likely to take part in the
majority of entertainment activities compared to
affluent Non-Hispanics or non-affluent Hispanics.
8. 60%
55%
59%
46%
49%
54%
49%
47% 47%
38%
55% 56% 56%
42%
49%
40%
49%
45%
42%
29%
Go to the
movies
Shopping Have cable/
satellite TV
Watch
YouTube
videos
Cooking Play video
games
Read books Entertaining
friends/ family
at home
Visit theme
parks
Have
streaming
video
subscription
Affluent Hispanics Affluent Non-Hispanics
Next, let's talk about entertainment. Which of the following do you do?
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Activity Spending
Top 10 Activities
Among affluent groups ($100k+)
9. 51%
54%
50% 50%
48%B
45%
41%
36%
32%
29%
57%A
51%
53%
48%
42%
44%
41%
38% 39%A
32%
60%A
55%
59%A
46%
49%
51%
49%AB
47% 47%AB
38%A
Go to the
movies
Shopping Have cable/
satellite TV
Watch
YouTube
videos
Cooking Play video
games
Read books Entertaining
friends/ family
at home
Visit theme
parks
Have
streaming
video
subscription
<$50K (A) $50K-$99K (B) $100K+ (C)
Next, let's talk about entertainment. Which of the following do you do?
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
and letters indicate statistically
significant difference (95% confidence)
Activity Spending
Top 10 Activities
Among Hispanics
10. Affluent Hispanics are more likely to watch different
TV networks compared to non-affluent Hispanics.
This is true except with Telemundo and Univision.
These two networks are more likely to be viewed
among the less affluent Hispanics.
11. Which of the following channels have you watched this past week? Please select all that apply.
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Broadcast Networks
56%
43%
45%
39%
23%
22%
60%
38%
50%
51%
1%
2%
ABC
FOX
CBS
NBC
Telemundo
Univision
Affluent Hispanics
Affluent Non-Hispanics
Watched in Past Week
Among affluent groups ($100k+)
12. Which of the following channels have you watched this past week? Please select all that apply.
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
and letters indicate statistically
significant difference (95% confidence)
Broadcast Networks
Watched in Past Week
Among Hispanics
40%
34%
33%
27%
28%
28%
53%A
41%A
42%A
35%A
22%A
23%A
56%A
43%A
45%A
39%A
23%AB
22%A
ABC
FOX
CBS
NBC
Telemundo
Univision
<$50K (A) $50K-$99K (B) $100K+ (C)
13. Which of the following channels have you watched this past week? Please select all that apply.
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Cable TV
46%
40%
36%
29%
29%
36%
30%
36%
29%
28%
35%
26%
23%
25%
30%
25%
32%
12%
HBO
A&E
History Channel
TNT
Discovery Channel
USA
AMC
ESPN
SyFy
Affluent Hispanics
Affluent Non-Hispanics
Watched in Past Week
Among affluent groups ($100k+)
14. Which of the following channels have you watched this past week? Please select all that apply.
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
and letters indicate statistically
significant difference (95% confidence)
Cable TV
Watched in Past Week
Among Hispanics
26%
25%
25%
24%
24%
24%
20%
19%
23%
36%A
33%A
31%A
30%A
28%A
25%A
30%A
29%A
22%A
46%A
40%A
36%A
29%A
29%AB
36%A
30%A
36%
29%
HBO
A&E
History Channel
TNT
Discovery Channel
USA
AMC
ESPN
SyFy
<$50K (A) $50K-$99K (B) $100K+ (C)
15. Affluent Hispanics are the most likely to follow,
watch, or attend a sporting even in the past 2 years.
This is true for every sport that we researched in this
study.
16. Please help us understand your level of interest in the following sports. Select all that apply.
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Sports
Sports
Among affluent groups ($100k+)
85%
86%
77%
76%
65%
68%
66%
59%
60%
51%
60%
55%
6%
81%
75%
70%
72%
35%
62%
62%
38%
51%
46%
39%
46%
4%
NFL (National Football League)
Olympic Games
NBA (National Basketball
Association)
MLB (Major League Baseball)
FIFA (Soccer)
NCAA Football
NCAA Basketball
MLS (Major League Soccer)
NHL (National Hockey League)
NASCAR
Tennis
Golf
Do not follow any of the above
53%
55%
43%
45%
33%
43%
38%
32%
29%
24%
31%
27%
17%
60%
49%
39%
43%
17%
38%
37%
17%
27%
22%
15%
24%
16%
Affluent
Hispanics
Affluent Non-
Hispanics
23%
14%
27%
30%
20%
22%
21%
19%
19%
15%
15%
13%
40%
20%
5%
16%
27%
6%
15%
11%
7%
15%
12%
5%
3%
50%
Attend in Past 2 Yrs
Follow Sport Watch on TV
17. and letters indicate statistically
significant difference (95% confidence)
Sports
Sports
Among Hispanics
59%
56%
50%
47%
42%
39%
36%
34%
27%
30%
24%
19%
19%BC
78%A
74%A
69%A
65%A
56%A
56%A
54%A
54%A
49%A
46%A
44%A
39%A
9%
85%AB
86%AB
77%AB
76%AB
65%AB
68%AB
66%AB
59%AB
60%AB
51%AB
60%A
55%AB
6%
NFL (National Football League)
Olympic Games
NBA (National Basketball
Association)
MLB (Major League Baseball)
FIFA (Soccer)
NCAA Football
NCAA Basketball
MLS (Major League Soccer)
NHL (National Hockey League)
NASCAR
Tennis
Golf
Do not follow any of the above
39%
38%
29%
26%
25%
22%
20%
19%
13%
17%
13%
8%
33%BC
48%A
49%A
38%A
36%A
33%A
33%A
30%A
29%A
25%A
23%A
23%A
18%A
21%
53%A
55%A
43%A
45%AB
33%A
43%AB
38%AB
32%A
29%A
24%A
31%AB
27%AB
17%
<$50K (A)
$50K-$99K (B)
$100K+ (C)
8%
5%
11%
11%
6%
7%
8%
6%
6%
5%
3%
5%
72%BC
16%A
10%A
22%A
18%A
13%A
13%A
12%A
12%A
12%A
9%A
9%A
8%A
48%C
23%AB
14%A
27%A
30%AB
20%AB
22%AB
21%AB
19%AB
19%AB
15%AB
15%AB
14%AB
40%
Follow Sport Watch on TV Attend in Past 2 Yrs
Please help us understand your level of interest in the following sports. Select all that apply.
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
18. Similar to other categories researched in this study,
affluent Hispanics are more likely to own and plan to
purchase many high end brands.
19. 24% 24% 23% 23% 26% 23% 21% 20% 21%
28%
12% 11%
16% 16% 14% 15% 12%
16% 14% 11%
Nike Adidas Hanes Dolce &
Gabbana
Panasonic Wrangler Sony Chanel Dickies Cartier
Affluent Hispanics Affluent Non-Hispanics
75% 75%
65%
55%
62%
58%
49%
35%
46%
40%
71%
77%
69%
52%
59% 58%
49%
26%
44%
39%
Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover
Which of the following brands do you own or plan to purchase for yourself or your household?
Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)
and letters indicate statistically
significant difference (95% confidence)
Luxury Brands
Top 10 Brands
Among affluent groups ($100k+)
Owned
Plan to Purchase in Next 3 Months
20. 60% 59% 57%
44%
40% 40%
35%
30%
19% 20%
70%A
65%A 64%A
51%A 51%A 50%A
44%A
34% 36%A 32%A
75%A 75%AB
65%A
55%A
62%AB
58%AB
49%A
35%
46%AB
40%AB
Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover
and letters indicate statistically
significant difference (95% confidence)
Luxury Brands
Top 10 Brands
Among Hispanics
21% 22%
17% 17% 17% 17% 17% 16% 16% 15%
24% 23% 23%A 21%A 19% 19% 18% 19% 19% 18%
24% 24% 23%A 23% 26%AB 23% 21% 20% 21%
28%AB
Nike Adidas Hanes Dolce &
Gabbana
Panasonic Wrangler Sony Chanel Dickies Cartier
<$50K (A) $50K-$99K (B) $100K+ (C)
Owned
Plan to Purchase in Next 3 Months
Which of the following brands do you own or plan to purchase for yourself or your household?
Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)
26. Sample Profile
Hispanics
Non-
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
Base (n=) 2021 1224 967 743 226
Education:
Less than High School graduate 6% 3% 8% 2% 1%
High School Graduate/GED 22% 23% 31% 13% 7%
Some college/AA/Technical 39% 36% 42% 39% 28%
College graduate or more 32% 38% 19% 46% 64%
Household Income:
Less than $50,000 57% 45% 100% - -
$50,000 to less than $100,000 26% 29% - 100% -
$100,000 or more 12% 22% - - 100%
Prefer not to state 4% 4% - - -
Mean ($000) $60 $79 $26 $69 $200
Marital Status:
Married or living with partner 59% 57% 50% 71% 80%
Single, never married 31% 31% 37% 23% 15%
Separated/divorced/widowed 10% 12% 13% 6% 5%
Prefer not to answer 1% 1% 1% - -
Have Children <18 in HH 54% 41% 48% 61% 66%
27. Sample Profile
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
Base (n=) 2021 967 743 226
Language Spoken at Home:
Spanish only 10% 11% 9% 10%
Spanish mostly 23% 23% 28% 26%
Spanish and English equally 29% 29% 29% 28%
English mostly 20% 20% 19% 17%
English only 18% 18% 14% 18%
Acculturation
Less acculturated 13% 15% 12% 9%
Bicultural 60% 57% 63% 65%
More acculturated 27% 28% 25% 26%
Born in U.S. 73% 68% 78% 77%
Born outside of U.S. 27% 32% 22% 23%
Country of Origin
Mexican/Mexican-American 57% 56% 65% 62%
Puerto Rican 15% 18% 12% 9%
South American 12% 11% 12% 16%
Cuban 8% 9% 7% 10%
Central American 8% 8% 7% 4%
Dominican 3% 4% 3% 1%
28. Quantitative Research
Carlos Yanez
818-843-0220 x110
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Gus Peña
818-843-0220 x107
gus@thinknowresearch.com
Contact Info
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com