Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Understanding the consumer
- Demographics
- Acculturation
- Online consumption habits
- Online trends and opportunities
- Websites for the Hispanic consumer
Insights and Opportunities
Inspire Insights
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- Trend 1: Staying Connected
- What’s it about?
- Trend 2: Diversity Is All
- What's it about?
U.S. Hispanic Population
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- U.S. Hispanic population
- U.S. population by race/Hispanic origin
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- Figure 1: Population by race/ Hispanic origin, 1970-2020
- Figure 2: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
- Figure 3: Population, by race and Hispanic origin, 2003-13
- The Hispanic and non-Hispanic population
- By age
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- Figure 4: Hispanic population, by age, 2003-13
- Figure 5: Total U.S. population, by age, 2003-13
- Hispanics by generation
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- Figure 6: Generations, by Hispanic origin, 2008
- Hispanic fertility rate
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- Figure 7: Fertility rate, by race and Hispanic origin of mother, 1996-2006
- Country of origin/heritage
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- Figure 8: Hispanic population, by country of origin/heritage, 2007
- Figure 9: Graph: Hispanics, by country of origin/heritage, 2007
- Where Hispanics live
- Hispanics by geographic concentration
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- Figure 10: Graph: Hispanic population, by region and by country of origin/heritage, 2007
- Figure 11: Hispanic population, by region and by country of origin/heritage, 2007
- States with greatest Hispanic population growth
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- Figure 12: Hispanic population, 2000 and 2006
- Key Hispanic metropolitan areas
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- Figure 13: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- Hispanics’ financial data
- Hispanic purchasing power
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- Figure 14: Purchasing power, by race/Hispanic origin, 2007
- Hispanic income levels
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- Figure 15: Largest Hispanic markets, by Hispanic disposable income, 2005
- Hispanics’ economic growth
- Hispanics’ category expenditures
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- Figure 16: expenditures, by Hispanic origin of consumer unit reference person, 2007
- The Hispanic household
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- Figure 17: Average household size, by Hispanic origin/race of householder, 2001 and 2006
- Figure 18: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
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- Figure 19: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
Acculturation
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- What is acculturation?
- Levels of acculturation
- Unacculturated/Enculturated
- Acculturated/Bicultural
- Assimilated
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- Figure 20: Hispanics, by acculturation and assimilation level, 1998-2008
- Retro-acculturation?
The Online Hispanic Consumer
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- Hispanic online users
- Attitudes towards technology
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- Figure 21: Attitudes towards technology—Hispanics vs. non-Hispanics, April 2007-June 2008
- Online media consumption by race/Hispanic origin
- Media consumption by race/Hispanic origin
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- Figure 22: Attitudes towards the media—Hispanics vs. non-Hispanics, April 2007-June 2008
- Websites preferred by Hispanics
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- Figure 23: Websites regularly visited by Hispanics, November 2008
- Demographics of the online Hispanic consumer
- Online activities by age
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- Figure 24: Online activities, by age—Hispanics vs. non-Hispanics, November 2008
- Latino young adults
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- Figure 25: Age and race population comparison, March 2007
- Online consumption by household income level
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- Figure 26: Online consumption, by household income level—Hispanics vs. non-Hispanics, November 2008
- Online consumption by educational attainment
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- Figure 27: Online media and social networking attitudes of Hispanics, by education level, April 2007-June 2008
- Online consumption by language preference
- Website language preference
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- Figure 28: Language preference of Hispanics when visiting websites outside of work, November 2008
- Internet usage by level of acculturation
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- Figure 29: Hispanic attitudes towards the internet, by language choices when reading, April 2007-June 2008
- Online activities
- Searching for product information
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- Figure 30: Product searching online behavior—Hispanics vs. non-Hispanics, November 2008
- Online media and social networking
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- Figure 31: Time spent with online media, games, and social networking sites—Hispanics vs. non-Hispanics, November 2008
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- Figure 32: Acquisition of new technology initiatives—Hispanics vs. non-Hispanics, April 2007-June 2008
- Music and videos
- By frequency
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- Figure 33: Frequency of music and video downloads—Hispanics vs. non-Hispanics, November 2008
- By age
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- Figure 34: Online music and video behavior of young adults—Hispanics vs. non-Hispanics, November 2008
- By household income
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- Figure 35: Online media behavior, by household income—Hispanics vs. non-Hispanics, November 2008
- Text messaging
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- Figure 36: Text messaging by young adults, by age—Hispanics vs. non-Hispanics, November 2008
- Online games
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- Figure 37: Playing games online—Hispanics vs. non-Hispanics, November 2008
- Social networking
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- Figure 38: Use of social networking sites—Hispanics vs. non-Hispanics, November 2008
- Internet phone
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- Figure 39: Hispanic ownership of an internet phone, by language choices when reading, April 2007-June 2008
- Online bill payment
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- Figure 40: Online bill payment, by language choices when reading, April 2007-June 2008
- Online advertising
- By Hispanic origin
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- Figure 41: Internet advertising behavior—Hispanics vs. non-Hispanics, November 2008
- By household income
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- Figure 42: Internet advertising behavior, by household income—Hispanics vs. non-Hispanics, November 2008
- Advertisement by language preference
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- Figure 43: Hispanic attitudes towards advertising, by language preference when reading, April 2007-June 2008
Online Trends and Opportunities
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- Connecting to the internet
- How Hispanics/non-Hispanics connect to the internet
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- Figure 44: Place of most frequent internet access—Hispanics vs. non-Hispanics, November 2008
- Internet connection by household income level
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- Figure 45: Place of most frequent internet access, by household income—Hispanics vs. non-Hispanics, November 2008
- Type of internet connection
- Internet connection by income of Hispanics/non-Hispanics
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- Figure 46: Internet access via cell phone or home, by household income—Hispanics vs. non-Hispanics, November 2008
- Internet connection by age of Hispanics/non-Hispanics
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- Figure 47: Internet access via cell phone or home, by age—Hispanics vs. non-Hispanics, November 2008
- Internet access via cell phones
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- Figure 48: Internet access via cell phone—Hispanics vs. non-Hispanics, November 2008
- Broadband
- Broadband connection by Hispanics/non-Hispanics
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- Figure 49: Internet access via broadband—Hispanics vs. non-Hispanics, November 2008
- Broadband connection by age of Hispanics/non-Hispanics
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- Figure 50: Internet access via broadband, by age—Hispanics vs. non-Hispanics, November 2008
- Online activities
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- Figure 51: Main uses for internet outside work—Hispanics vs. non-Hispanics, November 2008
- Social networking trends
- Social networking by Hispanics/non-Hispanics
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- Figure 52: Social networking—Hispanics vs. non-Hispanics, November 2008
- Social networking by age
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- Figure 53: Social networking, by age—Hispanics vs. non-Hispanics, November 2008
- Social networking by Hispanics/non-Hispanics by income
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- Figure 54: Social networking, by household income—Hispanics vs. non-Hispanics, November 2008
- Hispanic social networking site preferences by age
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- Figure 55: Social networks visited by Hispanics, by age, November 2008
- Chatting online
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- Figure 56: After work online activities outside work—Hispanics vs. non-Hispanics, November 2008
- Online product feedback
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- Figure 57: Incidence of leaving feedback online, by income level—Hispanics vs. non-Hispanics, November 2008
- Entertainment online
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- Figure 58: Entertainment-related activities on social networking sites, by race/Hispanic origin, October 2008
Online Purchases and Product Search
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- Purchasing and seeking product information
- By Hispanic/non-Hispanic
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- Figure 59: Purchasing and seeking product information online outside work—Hispanics vs. non-Hispanics, November 2008
- By age
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- Figure 60: Purchasing and seeking product information online outside work, by age—Hispanics vs. non-Hispanics, November 2008
- What are consumers buying online?
- By Hispanic/non-Hispanic
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- Figure 61: Product categories purchased online—Hispanics vs. non-Hispanics, April 2007-June 2008
- By age
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- Figure 62: Product categories purchased online, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
- By household income
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- Figure 63: Product categories purchased online, by household income—Hispanics vs. non-Hispanics, April 2007-June 2008
- By language preference
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- Figure 64: Product categories ordered online by Hispanics, by language used when reading, April 2007-June 2008
- Average amount spent online
- By Hispanic/non-Hispanic
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- Figure 65: Amount spent on internet orders—Hispanics vs. non-Hispanics, April 2007-June 2008
- By age of Hispanics/non-Hispanics
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- Figure 66: Amount spent on internet orders, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
- Hispanics by age group
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- Figure 67: Amount Hispanics spent on internet orders, by age, April 2007-June 2008
- Hispanics’ expenditure by language preference
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- Figure 68: Language spoken when reading for Hispanics who placed an order online, April 2007-June 2008
- Frequency of online purchases
- By Hispanic household income
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- Figure 69: Hispanics’ incidence of placing an order online in past 12 months, by household income, April 2007-June 2008
- By Hispanic language preference
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- Figure 70: Hispanics’ incidence of placing an order online in past 12 months, by language used when reading, April 2007-June 2008
- Payment for online purchases
- By payment type
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- Figure 71: Payment type usually used for internet orders—Hispanics vs. non-Hispanics, April 2007-June 2008
- Hispanic/non-Hispanic by age
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- Figure 72: Form of payment usually used to pay for internet orders, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
- By language preference
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- Figure 73: Form of payment usually used by Hispanics to pay for internet orders, by language used when reading, April 2007-June 2008
- Source of offers from which merchandise or services were ordered over the internet
- By Hispanic/non-Hispanic
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- Figure 74: Source of offers from which merchandise or services were ordered over the internet—Hispanics vs. non-Hispanics, April 2007-June 2008
- By age
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- Figure 75: Source of offers from which merchandise or services was purchased over the internet, by age—Hispanics vs. non-Hispanics, April 2007-June 2008
- By household income
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- Figure 76: Source of offers from which merchandise or services was purchased over the internet, by household income—Hispanics vs. non-Hispanics, April 2007-June 2008
Websites Targeting Hispanics
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- Online sites
- Hispanic media websites
- Hispanic portal/search engine websites
- Social network websites
- Hispanic professional social network websites
- Hispanic music social network websites
- Hispanic blogs
- Online Hispanic professional organizations
TV ads for Websites
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- Figure 77: Univision.com and career builder, 2008
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- Figure 78: Terra.com a place where everything you want is only a click away, 2007
- Figure 79: Univision.com ad featuring their automobile search capabilities, 2008
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Cluster Analysis
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- Decentralizers
- Who they are
- Opportunity
- Linkers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 80: Hispanics online clusters, November 2008
- Figure 81: How Hispanics connect to the internet, by Hispanics online clusters, November 2008
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- Figure 82: Language of websites vitisted once a week, by Hispanics online clusters, November 2008
- Figure 83: Websites visited on a regular basis, by Hispanics online clusters, November 2008
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- Figure 84: Activities on the internet beyond work, by Hispanics online clusters, November 2008
- Figure 85: Entertainment activities on the internet, by Hispanics online clusters, November 2008
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- Figure 86: Place of birth, by Hispanic online clusters, November 2008
- Cluster demographics
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- Figure 87: Hispanics online clusters, by gender, November 2008
- Figure 88: Hispanics online clusters, by age, November 2008
- Figure 89: Hispanics online clusters, by household income, November 2008
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- Figure 90: Hispanics online clusters, by race, November 2008
- Cluster methodology
Appendix – Other Useful Consumer Tables on Attitudes Towards Offline and Online Activities
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- Figure 91: Attitudes towards advertising—Hispanics vs. non-Hispanics, April 2007-June 2008
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- Figure 92: Attitudes towards lifestyle and the inernet—Hispanics vs. non-Hispanics, April 2007-June 2008
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- Figure 93: Hispanic attitudes towards the internet, by country of origin, April 2007-June 2008
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Appendix – Other Useful Consumer Media Consumption Tables
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- Figure 94: Watch TV, movie, or videos on a PC, by age—Hispanics vs. non-Hispanics, November 2008
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- Figure 95: Watch TV, movie, or videos on a PC, by household income—Hispanics vs. non-Hispanics, November 2008
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Appendix – Trade Associations
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