Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Hispanics’ lifestyles and entertainment attitudinal segments, August 2019
- Video summary
- Top takeaways
- The opportunities
- Add Hispanic flavor to the holidays
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- Figure 2: Presence of Hispanic dishes as part of Hispanics’ celebrations of holidays, by language spoken at home and household income, August 2019
- Redefine prime time TV – go live
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- Figure 3: Correspondence analysis – Symmetrical map – Content consumption, August 2019
- Meet Hispanics at the movies
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- Figure 4: Hispanics’ attitudes toward ads in movie theaters, indexed to all, April 2018-June 2019
- What it means
The Market – What You Need to Know
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- Four distinct groups of Hispanics have varying attitudes toward their lifestyles
- Hispanic market demographics influence lifestyles
- The internet and family influence Hispanics’ lifestyles
Lifestyles and Entertainment Attitudinal Segments
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- There are four ways Hispanics approach lifestyles and entertainment
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- Figure 5: Hispanics’ lifestyles and entertainment attitudinal segments, August 2019
- Change Seekers (20%)
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- Figure 6: Profile of Change Seekers, August 2019
- Direction Seekers (17%)
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- Figure 7: Profile of Direction Seekers, August 2019
- Peace Achievers (25%)
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- Figure 8: Profile of Peace Achievers, August 2019
- Hectic Jugglers (38%)
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- Figure 9: Profile of Hectic Jugglers, August 2019
Attitudinal Segments Implications
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- Are Hispanics content with their lifestyles?
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- Figure 10: Hispanics’ attitudes toward lifestyles and entertainment – Overall contentment, by attitudinal segments, August 2019
- Are Hispanics looking for a change?
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- Figure 11: Hispanics’ attitudes toward lifestyles and entertainment – Change/areas of improvement, by attitudinal segments, August 2019
- Are Hispanics overwhelmed?
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- Figure 12: Hispanics’ attitudes toward lifestyles and entertainment – Life responsibilities, by attitudinal segments, August 2019
- The weight of family and friends
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- Figure 13: Hispanics’ attitudes toward lifestyles and entertainment – Family and friends, by attitudinal segments, August 2019
Market Factors
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- Hispanics’ youthfulness centers lifestyles around family
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- Figure 14: Hispanic share of total US population, by age, 2019
- Larger household sizes may limit “me-time” opportunities
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- Figure 15: Average number of people per household, by race and Hispanic origin, 2018
- Figure 16: Households with related children, by race and Hispanic origin of householder, 2018
- Hispanics’ value-oriented mentality also applies to leisure and entertainment
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- Figure 17: Median household income, by race and Hispanic origin of householder, 2017
- Figure 18: Household income distribution, by race and Hispanic origin of householder, 2017
Market Perspective
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- The internet is an intrinsic part of Hispanics’ lives
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- Figure 19: Hispanics’ attitudes toward having internet, August 2019
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- Figure 20: How Hispanics access the internet at home, indexed to all, April 2018-June 2019
- Less-affluent and Spanish/bilingual Hispanics are more open to a disconnected life
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- Figure 21: Hispanics’ attitudes toward having internet, by language spoken at home and household income, August 2019
- Hispanic moms’ lives revolve around their families
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- Figure 22: Factors that make Hispanics unique – Family, Hispanic moms vs all US moms, February 2018
Lifestyles and Entertainment Considerations – What You Need to Know
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- Media channels look to social media to grow awareness
- Holidays present opportunities for an intimate connection
- Gatherings offer opportunities to connect with both hosts and guests
- Not all soccer is created equal
Lifestyles and Entertainment Considerations
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- The fight for attention is taking place on many fronts
- Univision is expanding ways of delivering content
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- Figure 23: Univision Facebook posts for La Gata soap opera and Real America with Jorge Ramos, October-November 2019
- Telemundo streaming its content for free after waiting period
- Disney+ has the ingredients Hispanics like
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- Figure 24: Disney+ online ads, November 2019
- There are opportunities to become part of Hispanics’ holiday celebrations
- Hispanic food is part of Hispanics’ celebrations of US holidays
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- Figure 25: Presence of Hispanic dishes as part of Hispanics’ celebrations of holidays, by language spoken at home and household income, August 2019
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- Figure 26: Walmart’s Thanksgiving prepared food Facebook ad, November 2019
- More affluent Spanish-dominant Hispanics feel more compelled to have holiday decorations
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- Figure 27: Likelihood of Hispanics buying specific holiday decorations, by language spoken at home and household income, August 2019
- Hispanics’ social lives offer opportunities to connect with both hosts and guests
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- Figure 28: Hispanics’ attitudes toward visiting vs hosting friends/family, August 2019
- More-affluent Hispanics are more enthusiastic about hosting
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- Figure 29: Hispanics’ attitudes toward visiting vs hosting friends/family, by language spoken at home and household income, August 2019
- There is more than soccer when connecting through sports
- Hispanics’ interest in soccer is fragmented
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- Figure 30: Hispanics’ interest in sports – Last 12 months, indexed to all, April 2018-June 2019
- Hispanics’ sports participation declines with age
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- Figure 31: Top sports Hispanics practice – Last 12 months (including teens), by age, April 2018-June 2019
The Consumer – What You Need to Know
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- Friends and family play an important role in Hispanics’ leisure time activities
- Hispanics associate live TV and streaming services with different types of content
- Hispanics are avid moviegoers
- Hispanics keep on going to the mall
- Hispanics exercise to tackle both physical and mental issues
Top Leisure Activities
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- Social and content-related activities consume most of Hispanics’ time
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- Figure 32: Hispanics’ past three month leisure time activities, August 2019
- Hispanics in different segments have different leisure priorities
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- Figure 33: Hispanics’ past three month leisure time activities, by attitudinal segments, August 2019
- Household income influences Hispanics’ engagement with paid activities
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- Figure 34: Hispanics’ past three month leisure time activities, by language spoken at home and household income, August 2019
Content Sources
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- Spanish-dominant Hispanics welcome more content options
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- Figure 35: Hispanics’ attitudes toward more content options, by language spoken at home, August 2019
- Younger Hispanics more likely to be overwhelmed with more options
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- Figure 36: Hispanics’ attitudes toward more content options, by age, August 2019
- Live events to keep live TV going
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- Figure 37: Correspondence analysis – Symmetrical map – Content consumption, August 2019
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- Figure 38: Hispanics’ association of types of content and content channels, August 2019
Movie Theater Visitation
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- Hispanics overindex for visiting movie theaters more frequently
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- Figure 39: Number of times Hispanics went to the movies – Last 90 days, indexed to all, April 2018-June 2019
- Movie theaters offer an engaging atmosphere to Hispanics
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- Figure 40: Hispanics’ attitudes toward ads in movie theaters, indexed to all, April 2018-June 2019
- Hispanics overindex for watching family-oriented movies
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- Figure 41: Types of movies Hispanics usually see, indexed to all, April 2018-June 2019
- Hispanic teens are avid moviegoers
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- Figure 42: Number of times Hispanic teens went to the movies – Last 90 days, indexed to all teens, April 2018-June 2019
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- Figure 43: Reasons why Hispanic teens see movies, indexed to all teens, April 2018-June 2019
Shopping Mall Visitation
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- Hispanics visit malls multiple times per month
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- Figure 44: Hispanics’ mall visitation frequency in past 12 months, indexed to all, August 2019
- Younger Hispanics drive mall visitation
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- Figure 45: Hispanics’ mall visitation frequency in past 12 months – Once a month or more often, by age, August 2019
- Spanish-dominant Hispanics embrace mall visitation
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- Figure 46: Hispanics’ mall visitation frequency in past 12 months – Once a month or more often, by language spoken at home and household income, August 2019
Reasons for Visiting Malls
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- Malls are a meeting point
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- Figure 47: Reasons why Hispanics go to the mall, indexed to all, August 2019
- Reasons worth highlighting – TURF analysis
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- Figure 48: TURF analysis – Reasons why Hispanics go to the mall, August 2019
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- Figure 49: TURF analysis table – Reasons why Hispanics go to the mall, August 2019
- Gift/holiday shopping brings older Hispanic men to the mall
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- Figure 50: Incidence of Hispanics going to the mall for specific store and gift/holiday shopping, by gender and age, August 2019
- More-affluent Spanish-dominant Hispanics more likely to embrace malls beyond shopping
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- Figure 51: Reasons why Hispanics go to the mall, by language spoken at home and household income, August 2019
- Visiting the mall is a family activity
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- Figure 52: Reasons why Hispanics go to the mall, by presence of children in the household and their age, August 2019
Working Out
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- Hispanics exercise for both body and mind
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- Figure 53: Reasons why Hispanics exercise, August 2019
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- Figure 54: Reasons why Hispanics exercise – Select reasons, by attitudinal segments, August 2019
- Exercising to relieve stress and lose weight more common among Hispanic women
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- Figure 55: Reasons why Hispanics exercise – Relieve stress and lose weight, by gender and parental status, August 2019
- Weight and appearances can encourage those who are inactive
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- Figure 56: What would get Hispanics who don’t exercise to start, August 2019
- Hispanic women more likely than men to react to the right triggers
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- Figure 57: What would get Hispanics who don’t exercise to start, by gender and age, August 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
- TURF methodology
- Correspondence analysis methodology
Appendix – Consumer Data
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- Figure 58: How Hispanics access the internet at home, by household income, April 2018-June 2019
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- Figure 59: How Hispanics access the internet at home, by language spoken at home, April 2018-June 2019
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- Figure 60: Hispanics’ interest in sports – Last 12 months, by age, April 2018-June 2019
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- Figure 61: Hispanics’ interest in sports – Last 12 months, by household income, April 2018-June 2019
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- Figure 62: Hispanics’ interest in sports – Last 12 months, by language spoken at home, April 2018-June 2019
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