Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations
- Terms
Executive Summary
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- U.S. Hispanic population
- Hispanic households are almost twice as likely to have children
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- Figure 1: Households with own children, by Hispanic and non-Hispanic origin of householder, 2012
- Birthrates decrease but Hispanics’ still higher
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- Figure 2: Birthrate, by race/Hispanic origin, 2007-09
- Hispanic households have younger children
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- Figure 3: Households, by race of householder and presence and ages of children, 2011
- The consumer
- Nutrition is the biggest worry among Hispanic moms
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- Figure 4: Top five things that worry Hispanic moms, by level of priority, October 2012
- Sugar, carbs, and preservatives speak the same language
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- Figure 5: Top three contributors to a poor diet, by language spoken in home, October 2012
- Hispanic moms more likely to purchase baby personal care products
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- Figure 6: Household purchases of baby personal care products, by race/Hispanic origin, April 2011-June 2012
- Latina moms’ usage of PCs and smartphones for parenting activities
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- Figure 7: Top seven ways in which Hispanic moms use their PC and/or smartphone for parenting, by language spoken in home, October 2012
- Type of information Latina moms would like to see more of from the media
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- Figure 8: Type of information Hispanic moms would like to see more of from the media, October 2012
- What we think
Issues in the Market
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- “Am I providing nutritional meals for my child?”
- Why are some marketing campaigns still not influencing Latina moms?
- Have the finances of Latina moms improved?
Insights and Opportunities
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- Latina moms have gone mobile
- Latina moms want to be heard
Trend Applications
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- Trend: Immaterial World
- Trend: Collective Intelligence
- 2015 Trend: Access Anything Anywhere
Profile of Hispanic Moms
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- Key points
- Hispanic households and children
- Households with children
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- Figure 9: Households with children, by race and Hispanic origin of householder, 2012
- Young families play an important role in the mix
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- Figure 10: Households, by race of householder and presence and ages of children, 2011
- Age of children
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- Figure 11: U.S. population of kids aged 6-11, by race/Hispanic origin, 2007-17
- Figure 12: U.S. population of kids aged 12-17, by race/Hispanic origin, 2007-17
- Demographic profile of moms
- Birthrate
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- Figure 13: Birthrate, by race/Hispanic origin, 2000-09
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- Figure 14: Distribution of births, by race and Hispanic origin of mother, 2000-09
- Marital status
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- Figure 15: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
- Figure 16: Marital status of Hispanics aged 18 or older, by gender, 2012
- The role of language in the household
- Spanish-dominants have larger household size
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- Figure 17: Profile of survey respondents, number of people in the household, by language spoken in the home, October 2012
- Latina moms are raising bilingual children
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- Figure 18: Language in which Hispanic moms speak with other adults and children within the household, by language spoken in home, October 2012
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- Figure 19: Día de los Muertos, 2012
Mindset of Hispanic Moms
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- Key points
- Today’s Hispanic moms
- Older moms are more likely to use technology to stay connected with child/children
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- Figure 20: Profile of Hispanic moms, by age, October 2012
- English-dominant moms are less likely to use technology to stay connected with children
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- Figure 21: Profile of Hispanic moms, by language spoken in home, October 2012
- Foreign moms are more involved in their children’s lives
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- Figure 22: Profile of Hispanic moms, by country of origin, October 2012
- Time spent on activities
- Moms are spending more time on activities driven by finances
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- Figure 23: Time spent on various activities in comparison to last year, October 2012
- Spanish-dominant moms are taking more time to read food labels
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- Figure 24: Time spent on various activities in comparison to last year, by language spoken in home, October 2012
- What worries Hispanic moms
- Nutrition is the biggest worry among Hispanic moms
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- Figure 25: What worries Hispanic moms, by level of priority, October 2012
- English-dominant moms are less worried about nutrition
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- Figure 26: What worries Hispanic moms, by language spoken in home, October 2012
- Economic status of moms
- More than a third of moms are feeling worse off financially
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- Figure 27: Economic status of moms in the last 12 months, by race/Hispanic origin, April 2011-June 2012
- Lower-income Hispanic moms are the most likely to feel worse off financially
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- Figure 28: Economic status of Hispanic moms in the last 12 months, by household income, April 2011-June 2012
Shopping Behavior and Influencers
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- Key points
- Decision influencers
- Request from child is the number one influencer
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- Figure 29: Influencers when purchasing for child/children, by order of importance, October 2012
- Older moms are just as influenced by online information as younger moms
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- Figure 30: Influencers when purchasing for child/children, by age, October 2012
- Spanish-dominant moms are also influenced by English-language media
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- Figure 31: Influencers when purchasing for child/children, by language spoken in home, October 2012
- Trial of new products
- Younger moms more likely to be swayed by online media
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- Figure 32: What has led Hispanic moms to try a new product in the last three months, by age, October 2012
- English-dominant moms are less likely to be influenced by blogs
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- Figure 33: What has led Hispanic moms to try a new product in the last three months, by language spoken in home, October 2012
- Shopping
- Attitudes toward shopping
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- Figure 34: Attitudes of moms toward shopping, by race/Hispanic origin, April 2011-June 2012
- Hispanic moms less likely to be persuaded by most forms of retail advertising
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- Figure 35: Sources used by moms when shopping, by race/Hispanic origin, April 2011-June 2012
- Spanish-dominant moms are more likely to be influenced by in-store announcements
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- Figure 36: Sources used by Hispanic moms when shopping, by language spoken in home, April 2011-June 2012
Food and Health
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- Key points
- Nutrition and healthcare
- Biggest worriers for Hispanic moms
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- Figure 37: What worries Hispanic moms, October 2012
- Attitudes toward food
- Simple and easy foods don’t appeal to Hispanic moms
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- Figure 38: Moms attitudes toward food, by race/Hispanic origin, April 2011-June 2012
- Leading a healthy life
- Older moms have a greater understanding of the factors that contribute to a healthy life
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- Figure 39: Factors that contribute to a healthy life, by age, October 2012
- Poor diet
- Younger versus older Hispanic moms, caffeine versus carbs
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- Figure 40: Top three contributors to a poor diet, by age, October 2012
- Sugar, carbs, and preservatives speak the same language
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- Figure 41: Top three contributors to a poor diet, by language spoken in home, October 2012
- Baby food
- Hispanic households are the most likely to consume baby foods
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- Figure 42: Likelihood of consuming baby foods, baby cereals and baby juices, by race/Hispanic origin, April 2011-June 2012
- Baby formula
- Twice as likely to be used by Hispanic moms
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- Figure 43: Likelihood of consuming powdered baby formula, by race/Hispanic origin, April 2011-June 2012
Children’s Products
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- Key points
- Hispanic moms more likely to buy children’s products
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- Figure 44: Household purchases of baby personal care products, by race/Hispanic origin, April 2011-June 2012
- Brands of children’s products
- Preferred brands of disposable diapers and training pants
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- Figure 45: Brands of disposable diapers and training pants used, by race/Hispanic origin, April 2011-June 2012
- Preferred brands of premoistened cleansing wipes/cloths for babies
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- Figure 46: Brands of premoistened cleansing wipes/cloths for babies used, by race/Hispanic origin, April 2011-June 2012
- Popular brands extend their reach among Hispanics with baby/children’s shampoos
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- Figure 47: Brands of baby/children's shampoo used, by race/Hispanic origin, April 2011-June 2012
- OTC children’s products
- Hispanic moms more likely to purchase children’s OTC remedies
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- Figure 48: Household purchases of OTC children’s products, by race/Hispanic origin, April 2011-June 2012
- Chewable children’s fever reducers and pain relievers don’t appeal to Hispanic moms
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- Figure 49: Type of children's fever reducers and pain relievers (nonprescription) used, by race/Hispanic origin, April 2011-June 2012
- Preferred brands of children’s cough/cold products
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- Figure 50: Brands of children's cough/cold products (nonprescription) consumed, by race/Hispanic origin, April 2011-June 2012
Finances and Financial Investments
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- Key points
- Economic status
- Attitudes toward financial situation remain unchanged
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- Figure 51: Economic outlook, by race/Hispanic origin, February 2010-March 2011
- Figure 52: Economic outlook, by race/Hispanic origin, April 2011-June 2012
- Spanish-only moms are seeing improvements in their finances
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- Figure 53: Economic status in the last 12 months, by language spoken in home, April 2011-June 2012
- Changes in spending
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- Figure 54: Spending on household essentials in the next 30 days, by race/Hispanic origin, April 2011-June 2012
- Figure 55: Spending on household essentials in the next 30 days, by household income, April 2011-June 2012
- Investments owned
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- Figure 56: Types of investment owned by mom/female guardian, by race/Hispanic origin, April 2011-June 2012
Media and Technology
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- Key points
- Internet usage
- Less-acculturated Hispanics lag in use of the web
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- Figure 57: Technology penetration, by race/Hispanic origin and nativity, 2010
- Social media
- Language impacts likelihood of belonging to a social media/networking website
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- Figure 58: Likelihood of moms visiting or belonging to a social media/networking website, by race/Hispanic origin, April 2011-June 2012
- Figure 59: Likelihood of Hispanic moms visiting or belonging to a social media/networking website, by language spoken in home, April 2011-June 2012
- Hispanic moms use a wider range of sources than non-Hispanic moms
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- Figure 60: Medias followed by moms on a social media/networking website, by race/Hispanic origin, April 2011-June 2012
- Figure 61: Medias followed by Hispanic moms on a social media/networking website, by age, April 2011-June 2012
- Moms’ attitudes toward social media
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- Figure 62: Moms attitudes towards social media/networking websites, by race/Hispanic origin, April 2011-June 2012
- Latina moms’ usage of PCs and smartphones
- Spanish-dominants most likely to use computers for parenting activities
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- Figure 63: Ways in which Hispanic moms use their computer for parenting, by language spoken in home, October 2012
- Spanish-dominants are the most likely to order online groceries from their smartphone
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- Figure 64: Ways in which Hispanic moms use their smartphone for parenting, by language spoken in home, October 2012
- Latina moms would like to see more information on health and nutrition from the media
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- Figure 65: Type of information Hispanic moms would like to see more of from the media, by language spoken in home, October 2012
Marketing Strategies
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- Key points
- Television
- Huggies
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- Figure 66: Huggies, TV ad, January 2013
- Pampers
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- Figure 67: Pamper s, TV ad, February 2013
- Texas Children's Hospital
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- Figure 68: Texas Children's Health Plan, TV ad, August 2012
- HEB Food Stores
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- Figure 69: HEB Food Stores, TV ad, September 2012
- Dannon/Dan-o-nino
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- Figure 70: Dannon / Dan-o-nino, TV ad, March 2012
- America's Dairy Farmers
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- Figure 71: Got Milk? ProyectoDesayuno.com, TV ad, May 2012
- Online marketing
- Todobebé
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- Figure 72: Todobebé.com
- Mamiverse
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- Figure 73: Mamiverse.com
- Mamás Latinas
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- Figure 74: Mamáslatinas.com
- Walmart
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- Figure 75: Walmart.com
- Pampers
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- Figure 76: Mi Música, Mi Herencia
U.S. Hispanic Population
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- Key facts
- Hispanics make up the largest U.S. minority group
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- Figure 77: Population, by race/Hispanic origin, 2008-18
- Figure 78: Population, by race/Hispanic origin, 1970-2020
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- Figure 79: Asian, Black, and Hispanic populations, 1970-2020
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 80: U.S. Hispanic population, by age, 2008-18
- Figure 81: U.S. Population, by age, 2008-18
- The Hispanic and total U.S. population by gender
- Women
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- Figure 82: Hispanic women, by age, 2008-18
- Figure 83: Total U.S. women population, by age, 2008-18
- Men
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- Figure 84: Hispanic men, by age, 2008-18
- Figure 85: Total U.S. men population, by age, 2008-18
- Generations
- Hispanics by generation
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- Figure 86: Generations—Hispanics versus non-Hispanics, 2011
- Hispanic purchasing power
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- Figure 87: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 88: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
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- Figure 89: Top 10 states ranked by share of Hispanic buying power, 2012
- Figure 90: Top 10 states ranked by value of Hispanic buying power, 2012
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- Figure 91: Median household income, by race/Hispanic origin of householder, 2011
- Figure 92: Largest Hispanic states, by Hispanic disposable income, 2010
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- Figure 93: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
- Figure 94: Households, by number of people in the household—Hispanics versus all households, 2011
- Hispanics by country of origin/heritage
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- Figure 95: Hispanic population, by type, 2000-10
- Figure 96: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 97: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 98: Hispanic population, by region of residence, 2000-10
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- Figure 99: Graph: Hispanic population, by region, 2010
- Figure 100: 10 places* with highest number of Hispanics, 2010
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- Figure 101: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 102: States ranked by change in Hispanic population, 2000-10
- Figure 103: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 104: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Figure 105: U.S. Hispanic households, by metropolitan status, 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 106: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retroacculturation?
Appendix—Consumer Tables
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- Figure 107: Attitudes of Hispanic moms toward shopping, by language spoken in home, April 2011-June 2012
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- Figure 108: Hispanic moms attitudes toward food, by language spoken in home, April 2011-June 2012
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- Figure 109: Brands of body and baby powder used, by race/Hispanic origin, April 2011-June 2012
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- Figure 110: Brands of baby wash and bath products used, by race/Hispanic origin, April 2011-June 2012
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- Figure 111: Brands of baby oil and baby lotion used, by race/Hispanic origin, April 2011-June 2012
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- Figure 112: Spending on household essentials in the next 30 days, by language spoken in home, April 2011-June 2012
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- Figure 113: Type of information Hispanic moms would like to see more of from the media, by household income, October 2012
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Appendix—Trade Associations
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