Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Consumer Expenditure Survey
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hispanic purchasing power
- Hispanics’ category expenditures
- Larger share of wallet
- Smaller share of wallet
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
Inspire Insights
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- Trend: No more mainstream
- What’s it about?
- What we’ve seen
- Specifics
- Implications
- Trend: Who are the Joneses?
- What’s it about?
- What we’ve seen
- Specifics
- Implications
Hispanic Purchasing Power
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- Key points
- Hispanics financial data
- Hispanic purchasing power
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- Figure 1: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 2: Median household income by race and Hispanic origin of householder, 2007
- Hispanic income levels
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- Figure 3: Largest Hispanic markets, by Hispanic disposable income, 2005
- Hispanics by age
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- Figure 4: Hispanic share of the population, by age, 2004, 2009 and 2014
- Hispanics’ economic growth
- The Hispanic household
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- Figure 5: Average household size, by race/Hispanic origin of householder, 2001 and 2008
- Figure 6: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
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- Figure 7: Hispanic households, by presence and ages of children, 2009
- Hispanic household earners
- Household income distribution by race/Hispanic origin
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- Figure 8: Household income distribution, by race and Hispanic origin of householder, 2008
- Household earners
- Hispanic household earners
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- Figure 9: Number of working adults per Hispanic household, by household size, December 2009
- Dual-income households tend to have more education
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- Figure 10: Number of working adults per Hispanic household, by educational attainment, December 2009
- Income changes in the household
- Hispanic households
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- Figure 11: Changes in the income of the Hispanic household, by household income, December 2009
- Spanish-dominant households are not faring well in this economy
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- Figure 12: Changes in the income of the Hispanic household, by language spoken in the home, December 2009
- Spending and savings
- Spending habits
- More than half of Hispanic household are spending more or the same as last year
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- Figure 13: Changes in spending habits of the Hispanic household, by household size, December 2009
- Spending by household income
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- Figure 14: Changes in spending habits of the Hispanic household, by household income, December 2009
- Saving habits
- Hispanic households are saving less than last year
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- Figure 15: Changes in saving habits of the Hispanic household, by household size, December 2009
- Regardless of household income, Hispanics are saving less
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- Figure 16: Changes in saving habits of the Hispanic household, by household income, December 2009
- Larger households are saving less money
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- Figure 17: Savings per month in the Hispanic household, by household size, December 2009
- High-income households are saving money
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- Figure 18: Household saving per month in the Hispanic household, by household income, December 2009
Hispanics’ Category Expenditures
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- Key points
- Category expenditures
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- Figure 19: Average annual expenditures, Hispanic households, by expenditure category, 2002-10
- Figure 20: Average annual expenditures, non-Hispanic households, by expenditure category, 2002-10
- Distribution of expenditures
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- Figure 21: Average annual distribution of expenditures, by categories, by Hispanic and non-Hispanic, 2008
- Monthly expenses
- Many Hispanic households can only afford basic necessities
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- Figure 22: Hispanics’ affordability of monthly expenses, by Hispanic household income, December 2009
- English-dominant Hispanics can afford more but are saving less
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- Figure 23: Hispanics’ affordability of monthly expenses, by language spoken in the home, December 2009
- Household spending changes
- The Hispanic household
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- Figure 24: Hispanics’ changes in monthly expenses by category, by household income, December 2009
- Spanish-dominant are having to commit more to groceries, transportation and utilities
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- Figure 25: Hispanics’ changes in monthly expenses, by language spoken in the home, December 2009
- Top household expenses
- Top three expenses in the Hispanic household
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- Figure 26: Top three monthly expenses among Hispanics, by household size, December 2009
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- Figure 27: Top three monthly expenses among Hispanics, by household income, December 2009
Larger Share of Wallet
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- Key points
- Apparel and footwear
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- Figure 28: Average annual expenditures on apparel, by Hispanic and non-Hispanic, 2008
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- Figure 29: Distribution of average annual apparel expenditures, by Hispanic and non-Hispanic, 2008
- The Hispanic apparel and footwear consumer
- The fashion-conscious are becoming budget-conscious
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- Figure 30: Changes in household spending on apparel and footware among Hispanics, by household income, December 2009
- Spanish-dominants are spending more on apparel and footwear
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- Figure 31: Changes in household spending on apparel and footware among Hispanics, by language spoken in the home, December 2009
- Telephone services
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- Figure 32: Average annual expenditures on telephone services by Hispanic and non-Hispanic, 2008
- Figure 33: Distribution of average annual telephone services expenditures, by Hispanic and non-Hispanic, 2008
- Telephones and utilities
- Majority of Hispanic households are spending more on utilities than a year ago
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- Figure 34: Hispanic household changes in spending on utilities expenses, by household income, December 2009
- Spanish-dominants are spending more on utilities
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- Figure 35: Hispanics’ average annual expenditure on utilities services, by language spoken in the household, December 2009
- Food and beverages
- Average annual expenditures
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- Figure 36: Average annual expenditures on food and beverages, by Hispanic and non-Hispanic, 2008
- Figure 37: Distribution of average annual expenditures on food and beverages across categories, by Hispanic and non-Hispanic, 2008
- Food at home
- The Hispanic households eat at home
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- Figure 38: Hispanics’ comparison of grocery expenditures from last year, by household size, December 2009
- Low-income households are spending more on groceries
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- Figure 39: Hispanics’ comparison of grocery expenditures from last year, by household income, December 2009
- Spanish-dominants are spending significantly more on groceries
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- Figure 40: Hispanic households’ change in level of expenditure on groceries, by language spoken in the home, December 2010
- Food away from home
- Hispanics prefer fast food chain restaurants
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- Figure 41: Number of visits by Hispanics to a dining establishment, by household size, December 2009
- Higher income means more trips to fast food restaurants
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- Figure 42: Number of visits by Hispanics to a dining establishment, by household income, December 2009
Smaller Share of Wallet
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- Key points
- Healthcare
- Average annual expenditure
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- Figure 43: Average annual expenditures on healthcare, by Hispanic and non-Hispanic, 2008
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- Figure 44: Average annual healthcare expenditures indexed to all CUs, by Hispanic and non-Hispanic, 2008
- Healthcare insurance
- Hispanics lack health insurance
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- Figure 45: Ownership of health/hospital/life insurance, Hispanic and non-Hispanic, April 2008-June 2009
- Health insurance by language preference
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- Figure 46: Hispanic ownership of health/hospital/life insurance, by language spoken in the home, April 2008-June 2009
- Entertainment
- Average annual expenditure
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- Figure 47: Average annual expenditures on entertainment, by Hispanics and non-Hispanics, 2008
- Figure 48: Average annual entertainment expenditures indexed to all CUs, by Hispanics and non-Hispanics, 2008
- Changes in entertainment expenditures
- The Hispanic household
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- Figure 49: Changes in entertainment expenditure by Hispanic households, by household size, December 2009
- Regardless of household income, Hispanics are spending less on entertainment
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- Figure 50: Changes in entertainment expenditure by Hispanic households, by household income, December 2009
- By language spoken in the home
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- Figure 51: Changes in entertainment expenditure by Hispanic households, by language spoken in the home, December 2009
- Education
- Average annual expenditure
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- Figure 52: Average annual expenditures on education, by Hispanic and non-Hispanic, 2008
- Changes in education expenditures
- The Hispanic household
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- Figure 53: Hispanic household changes in education expenditure, by household size, December 2009
- Regardless of household income, most Hispanics continue their level of investment in education
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- Figure 54: Hispanic household changes in education expenditure, by household income, December 2009
- Spanish-dominants maintain their level of expenditure in education
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- Figure 55: Hispanic household changes in education expenditure, by language spoken in the home, 2008
- Shelter
- Average annual expenditure
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- Figure 56: Average annual expenditures on shelter by Hispanic and non-Hispanic, 2008
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- Figure 57: Average annual shelter expenditures indexed to all CUs, by Hispanic and non-Hispanic of CU reference person, 2008
- Changes in housing expenditures
- Larger households are struggling with affordable housing
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- Figure 58: Hispanic household changes in mortgage/rent expenditure, by household size, December 2009
- By household income
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- Figure 59: Hispanic household changes in mortgage/rent expenditure, by household income, December 2009
- Spanish-dominant are spending more on rent/mortgage than last year
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- Figure 60: Hispanic household changes in mortgage/rent expenditure, by language spoken in the home, December 2009
Cluster Analysis
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- Budgetless non-savers
- Characteristics:
- Reduced income and saving
- Characteristics:
- Unchanged financial sophisticates
- Characteristics:
- Characteristic tables
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- Figure 61: Hispanic clusters, December 2009
- Figure 62: Hispanic ownership of financial services products, by Hispanic clusters, December 2009
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- Figure 63: Hispanics’ affordability of monthly expenses, by Hispanic clusters, December 2009
- Figure 64: Changes in the level of spending of the Hispanic household, by category, by Hispanic clusters, December 2009
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- Figure 65: Changes in the spending habits of the Hispanic household, by Hispanic clusters, December 2009
- Figure 66: Changes in the saving habits of the Hispanic household, by Hispanic clusters, December 2009
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- Figure 67: Household income changes in the Hispanic household, by Hispanic clusters, December 2009
- Demographic tables
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- Figure 68: Hispanic clusters, by gender, December 2009
- Figure 69: Hispanic clusters, by age group, December 2009
- Figure 70: Hispanic clusters, by household income group, December 2009
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- Figure 71: Hispanic clusters, by education, December 2009
- Figure 72: Hispanic clusters, by country of birth, December 2009
- Cluster methodology:
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 73: U.S. population, by race/Hispanic origin, 1970-2020
- Figure 74: U.S. Asian, Black, and Hispanic populations, 1970-2020
- Figure 75: U.S. Population by race/Hispanic origin, 2005-15
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 76: U.S. Hispanic population, by age, 2005-15
- Figure 77: Total U.S. population, by age, 2005-15
- Generations
- Hispanics by generation
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- Figure 78: Generations, by Hispanic vs. non-Hispanic, 2009
- Figure 79: Fertility rate, by race and Hispanic origin of mother, 1996-2006
- Hispanics by country of origin/heritage
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- Figure 80: Hispanic population, by country of origin/heritage, 2007
- Figure 81: Graph: Hispanics, by country of origin/heritage, 2007
- Hispanics by geographic concentration
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- Figure 82: Hispanic population, by region, by country of origin/heritage, 2007
- Figure 83: Graph: Hispanic population, by region, 2007
- Figure 84: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
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- Figure 85: Hispanic population, states with greatest percentage increase, 2000-06
- Key Hispanic metropolitan areas
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- Figure 86: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 87: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix: Other Useful Consumer Tables
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- Figure 88: Average annual expenditures, by Hispanic and non-Hispanic of CU reference person, 2008
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- Figure 89: Average annual expenditures of Hispanic and non-Hispanic CUs, indexed to all CUs, 2008
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- Figure 90: Share of aggregate expenditures accounted for by Hispanic and non-Hispanic CUs, 2008
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- Figure 91: Changes in level of household savings by Hispanic families, by household income, December 2009
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- Figure 92: Hispanic household preference for grocery shopping, by household income, December 2009
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Appendix: Trade Associations
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