Marketing to Hispanic Moms - US - September 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
There are almost 6.4 million Hispanic moms in the US
Figure 1: Estimated number of Hispanic moms who have children younger than 18 living in the household, by age, 2014
The issues
The pursuit of happiness can be evasive
Figure 2: Important aspects of a good life, Hispanic moms indexed to all, June 2015
The feeling of being a servant increases with acculturation
Figure 3: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
Working moms key to increasing income at Hispanic households
Figure 4: Hispanic moms’ employment status, by household income, June 2015
Differences by level of acculturation in desired values for their children offer a glimpse into the minds of Hispanic moms
Figure 5: Correspondence analysis – Most important values Hispanic moms want to instill, by level of Acculturation, June 2015
The opportunities
Technology has more weight when Hispanic moms look for parenting information
Hispanic children having it their way
Using sales wisely
Hispanic moms can spread your message
Figure 6: Attitudes toward media – Advertising, Hispanic moms indexed to all, July 2014-March 2015
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Children tend to come after the age of 25
Hispanic moms tend to have their spouses around
Hispanic women waiting longer to get married
HISPANIC MOMS BY THE NUMBERS
Hispanic households more likely to include children, and therefore moms
Figure 7: Presence of children in household, by race and Hispanic origin, 2014
There are almost 6.4 million Hispanic moms in the US
Figure 8: Estimated number of Hispanic moms who have children younger than 18 living in the household, by age, 2014
MARKET PERSPECTIVE
Hispanics live in larger households
Figure 9: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Hispanics over-index for share of births
Figure 10: Distribution of births, by race and Hispanic origin of mother, 2002-12
In the majority of households with children, Hispanic moms have help from their spouses
Figure 11: Presence of children by Hispanic household, by marital status, 2014
Hispanic market becoming bicultural
Figure 12: Hispanic moms’ level of acculturation, June 2015
Delaying marriage may delay children
Figure 13: Marital status of Hispanics, by age, 2013
KEY STRATEGIES – WHAT YOU NEED TO KNOW
Hispanic moms more open to talk about TV ads
Only reaching Hispanic moms has limited impact unless the message is relevant
WHAT’S WORKING?
Involving dads in the messaging
Figure 14: State Farm, Running (Spanish) TV spot, November 2014
Connecting with the emotional side of Hispanic moms
Figure 15: Walmart celebrates those who never stop dreaming (Spanish) TV spot, September 2014
Figure 16: Walmart big sacrifices bring big rewards (Spanish) TV spot, September 2014
Supporting what Hispanic moms value the most
Using online communities to embrace moms
Offering sales if the product is right
WHAT’S NEXT?
Knowing where your brand is, deciding its course
THE CONSUMER – WHAT YOU NEED TO KNOW
A good life is based on three pillars
Biculturalism brings uncertainty
Perfection is in the eye of the mom
Hispanic moms don’t want to be a passive figure in their children’s lives
Moms get parenting information through traditional channels but also new ones
Hispanic children’s opinions count
IMPORTANT ASPECTS OF A GOOD LIFE
The concept of a good life is consistent with all moms
A good life is founded on three pillars
Figure 17: Important aspects of a good life, Hispanic moms indexed to all, June 2015
Raising happy children less important as household income increases
Figure 18: Important aspects of a good life - raising happy children vs successful children, by household income, June 2015
ATTITUDES TOWARD MOTHERHOOD
Uncertainty about the future affects Hispanic moms’ attitudes toward motherhood
Figure 19: Attitudes towards motherhood, Hispanic moms indexed to all, June 2015
Figure 20: Hispanic moms’ attitudes towards motherhood, by level of acculturation, June 2015
Feelings of servitude increases with acculturation
Figure 21: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
Figure 22: Hispanic moms’ attitudes and opinions toward parenting, by level of acculturation, June 2015
HOW MOMS SEE THEMSELVES
Pressure to keep up appearances stronger among first time moms
Figure 23: Attitudes toward parenting – Appearances, Hispanic moms indexed to all, June 2015
Figure 24: Hispanic moms’ attitudes toward parenting – Appearances, by new moms versus experienced moms, June 2015
Hispanic moms want to be involved in their children’s lives
Figure 25: How Hispanic moms see themselves, June 2015
BALANCING FAMILY AND WORK
Working moms key to increasing income at Hispanic households
Figure 26: Hispanic moms’ employment status, by household income, June 2015
Working Hispanic moms feel they have to
Figure 27: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
IMPORTANT VALUES TO INSTILL IN CHILDREN
Hispanic moms want to raise responsible and confident children
Figure 28: Most important values to instill, Hispanic moms indexed to all, June 2015
Relative importance of values differ by level of acculturation
Figure 29: Correspondence analysis – Most important values Hispanic moms want to instill, by level of Acculturation, June 2015
CHILDREN THROUGH A MOTHER’S EYES
Hispanic moms praise US educational system
Figure 30: Attitudes toward parenting – Education/hard work, Hispanic moms indexed to all, June 2015
As children grow, moms need to change ways to show affection
Figure 31: Attitudes toward parenting – Affection/praise/discipline, Hispanic moms indexed to all, June 2015
Foreign-born moms optimistic about their children’s opportunities
Figure 32: Hispanic moms’ attitudes toward parenting – Cultural conflict, June 2015
PARENTING INFORMATION SOURCES
Traditional channels still appealing, but need to look forward
Figure 33: Parenting information sources regularly used, Hispanic moms indexed to all, June 2015
Figure 34: Parenting information sources Hispanic moms regularly use, by new moms versus experienced moms, June 2015
PERCEPTIONS OF PARENTING INFORMATION SOURCES
Not all parenting information sources are created equally
Figure 35: Hispanic moms’ perceptions of parenting information sources, June 2015
PURCHASE INFLUENCERS
Hispanic children have a say in what their mothers buy
Figure 36: Hispanic moms’ purchase influencers, June 2015
PRODUCT POSITIONING TACTICS INFLUENCING PURCHASES
Tactics’ effectiveness depends on target market
Figure 37: Product positioning tactics influencing purchase, Hispanic moms indexed to all, June 2015
Hispanic moms more protective of what they buy for their families
Figure 38: Attitudes toward shopping, Hispanic moms indexed to all, June 2015
Figure 39: Hispanic moms’ attitudes toward shopping, by new moms versus experienced moms, June 2015
Ads showing involved dads appeal to Hispanic moms
Figure 40: Attitudes toward parenting – Representations in the media, Hispanic moms indexed to all, June 2015
ATTITUDES TOWARD ADVERTISING
Content-driven society has families in front of the screen more than ever
Figure 41: Attitudes toward parenting – TV and technology, Hispanic moms indexed to all, June 2015
Hispanic moms more likely to talk about interesting advertising
Figure 42: Attitudes toward media – Advertising, Hispanic moms indexed to all, July 2014-March 2015
Hispanic moms less likely to multitask when watching TV
Figure 43: Attitudes toward media, Hispanic moms indexed to all, July 2014-March 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Correspondence analysis methodology
A note on acculturation
APPENDIX – THE MARKET
Figure 44: Population by race and Hispanic origin, 2010-20
Figure 45: Births, by race/Hispanic origin of mother, preliminary 2014
Figure 46: Fertility rate, by race and Hispanic origin, 2003-13*
Figure 47: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
Figure 48: Purchasing power, by race/Hispanic origin, 1990-2019
APPENDIX – CONSUMER
Data for correspondence analysis – Important values to instill
Figure 49: Most important values Hispanic moms want to instill, by level of acculturation, June 2015
Figure 50: Hispanic moms’ perceptions of parenting information sources, June 2015