Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
-
- Demographic profile
-
- Figure 1: Hispanics, by country of origin/heritage, 2010
- Buying Power
-
- Figure 2: Purchasing power, by race/Hispanic origin, 1990-2017
- The consumer
-
- Figure 3: General attitudes toward advertising, by race/ethnicity, 2013
-
- Figure 4: Receptivity to TV and movie theater ads, by race/ethnicity, 2013
-
- Figure 5: Hispanic attitudes toward targeted advertising, by language preference, July 2013
-
- Figure 6: Impact of cultural relevance in advertising, by language preference, July 2013
- Figure 7: Effectiveness of advertising in-language, by language preference, July 2013
-
- Figure 8: Effectiveness of advertising channels among Hispanics, by media outlet, July 2013
- Cluster analysis
-
- Figure 9: Target clusters, July 2013
- Cultural Mavens
- Pro Americanas
- Ethnic Explorers
- What we think
Issues and Implications
-
- How will biculturalism impact the effectiveness of advertising to Hispanics?
- What impact will retro-acculturation have on marketers?
- How important is it for marketers to showcase a wide array of Hispanics in their advertising?
Trend Application
-
- Trend: Moral Brands
- Trend: The Real Thing
- Futures trend: Generation Next
Demographic Profile of US Hispanics
-
- Key points
-
- Figure 10: Population, by race/Hispanic origin, 2008-18
- Figure 11: Population, by race/Hispanic origin, 1970-2020
-
- Figure 12: Asian, Black, and Hispanic populations, 1970-2020
- Birthrates
-
- Figure 13: Distribution of births, by race and Hispanic origin of mother, 2000-10
- The Hispanic and non-Hispanic population
- The Hispanic and total US population by age
-
- Figure 14: US Hispanic population, by age, 2008-18
- Figure 15: US population, by age, 2008-18
- The Hispanic and total US population by gender
- Women
-
- Figure 16: Hispanic women, by age, 2008-18
- Figure 17: Total US female population, by age, 2008-18
- Men
-
- Figure 18: Hispanic men, by age, 2008-18
- Figure 19: Total US male population, by age, 2008-18
- Generations
- Hispanics by generation
-
- Figure 20: Generations—Hispanics versus non-Hispanics, 2011
- Marital status
-
- Figure 21: Marital status of those aged 18+, by race and Hispanic origin, 2011
- Hispanics by country of origin/heritage
-
- Figure 22: Hispanic population, by country of origin/heritage, 2000-10
-
- Figure 23: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
-
- Figure 24: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 25: Hispanic population, by region of residence, 2000-10
-
- Figure 26: Infographic of Hispanic population, by region of residence, 2000-10
- Figure 27: Top 10 places* with highest number of Hispanics, 2010
-
- Figure 28: Top 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
-
- Figure 29: States ranked by change in Hispanic population, 2000-10
- Figure 30: Infographic of five states with the highest growth rates for Hispanic populations, 2000-10
- Key Hispanic metropolitan areas
-
- Figure 31: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Figure 32: US Hispanic households, by metropolitan status, 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
-
- Figure 33: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retroacculturation?
Buying Power of US Hispanics
-
- Key points
-
- Figure 34: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 35: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 36: Top 10 states ranked by share of Hispanic buying power, 2012
-
- Figure 37: Top 10 states ranked by dollar amount of Hispanic buying power, 2012
- US household income distribution
-
- Figure 38: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic income levels
-
- Figure 39: Top 10 states ranked by total dollar amount for Hispanic disposable income, 2010
General Attitudes toward Advertising
-
- Key points
- Language preferences drive entertainment value and ad effectiveness
-
- Figure 40: Receptivity to advertising—by language preference, July 2013
- Hispanics expect ads to be both entertaining and educational
-
- Figure 41: General attitudes toward advertising, by race/ethnicity, 2013
- Hispanics are more receptive to TV ads than are White consumers
-
- Figure 42: Receptivity to TV and movie theater ads, by race/ethnicity, 2013
- Hispanic women like ads that have entertainment value
-
- Figure 43: General attitudes toward advertising and media, by gender, 2013
Cultural Relevance in Advertising
-
- Key points
- Hispanics want to see greater diversity in advertising
-
- Figure 44: Preference for Hispanic/Latino people in advertising, Hispanics by age, July 2013
- Figure 45: Preference for Hispanic/Latino people in advertising, by language preferences, July 2013
- Hispanics don’t believe they are accurately depicted in advertising
-
- Figure 46: Hispanics’ attitudes toward targeted advertising, by language preferences, July 2013
- Level of education indicates cultural affinity
-
- Figure 47: American and Hispanic cultural activities, by education level, July 2013
- Spanish dominant Latinos strive to hold on to their traditions
-
- Figure 48: American and Hispanic cultural activities, by education level, July 2013
- Advertising may be missing the mark with Spanish dominant Hispanics
-
- Figure 49: Impact of cultural relevance and language in advertising, by language preferences, July 2013
- Beauty and personal care, restaurants, food and beverage among top industries for positive portrayal of Hispanics
-
- Figure 50: Industries that portray Hispanics in a positive way, by language preference, July 2013
- Spanish dominant Hispanics value advertising that is in-language
-
- Figure 51: Effectiveness of advertising in-language, by language preferences, 2013
Receptivity to Advertising by Media Channel
-
- Key points
- TV and print are effective in garnering attention among Hispanics
-
- Figure 52: Most effective advertising and marketing channels among Hispanics, summary by media outlet
- Both traditional and nontraditional media have attention- and interest-garnering abilities
-
- Figure 53: Most effective advertising and marketing outlets among Hispanics, July 2013
- Nontraditional media gets attention from younger Hispanics
-
- Figure 54: Most effective advertising and marketing outlets—nontraditional media, by age, July 2013
- Internet advertising is more effective among Hispanics than general market
-
- Figure 55: Effectiveness of online advertising, by race/ethnicity, 2013
- Outdoor advertising draws Hispanics more than the general market
-
- Figure 56: Effectiveness of outdoor advertising, by race/ethnicity, 2013
- Product placement grabs the attention of Hispanic consumers
-
- Figure 57: Attitudes toward product placement, by race/ethnicity, 2013
- Store fliers, aisle markers and signs are highly effective
-
- Figure 58: Effectiveness of in-store advertisements when shopping, Hispanics by gender, 2013
- Online ads and coupons more effective at driving sales
-
- Figure 59: Effectiveness of in-store electronic/digital advertising while shopping, by gender, 2013
- Latinas want to experience products before buying
-
- Figure 60: Effectiveness of in-store product sampling and demonstrations, by gender, 2013
Cluster Analysis
-
- Cluster methodology
-
- Figure 61: Distribution of target clusters, July 2013
- Cluster number one: Cultural Mavens
- Demographics
-
- Figure 62: Demographic profile of Cultural Mavens cluster, July 2013
- Characteristics
- Opportunity
- Cluster number two: Pro Americanas
-
- Figure 63: Demographic profile of Pro Americanas cluster, July 2013
- Characteristics
- Opportunity
- Cluster number three: Ethnic Explorers
-
- Figure 64: Demographic profile of Ethnic Explorers cluster, July 2013
- Characteristics
- Opportunity
- Cluster tables
-
- Figure 65: Preference for Hispanic/Latino people and language in advertising, by target cluster, July 2013
- Figure 66: General attitudes toward advertising, by target cluster, July 2013
- Figure 67: Industries that portray Hispanics in a positive way, by target clusters, July 2013
-
- Figure 68: Most effective advertising and marketing outlets [get your attention], by target clusters, July 2013
- Figure 69: Most effective advertising and marketing outlets [pique your interest in the product/service], July 2013
-
- Figure 70: Most effective advertising and marketing outlets [get you to buy the product/service], July 2013
- Figure 71: Most effective advertising and marketing outlets [none of these], July 2013
Marketing Strategies
-
- Industry Overview
- Brand Analysis: Hola Mexico Film Festival – Adios Cliches, Hola Mexico
-
- Figure 72: Adios Cliches, Hola Mexico campaign, 2012
- Brand Analysis: Denny’s—The Skillet Whisperer
-
- Figure 73: Denny’s The Skillet Whisperer, 2012
- Brand Analysis: Converse – “Highways Reclaimed”
-
- Figure 74: Converse – “Highways Reclaimed”, 2013
- Brand Analysis: California Milk Processor Board – “Bedtime Stories”
-
- Figure 75: California Milk Processor Board – “Bedtime Stories”
Appendix – Other Useful Consumer Tables
-
- General attitudes toward advertising
-
- Figure 76: General attitudes toward advertising, overall, July 2013
-
- Figure 77: General attitudes toward advertising, by age, July 2013
-
- Figure 78: General attitudes toward advertising, by household income, July 2013
-
- Figure 79: General attitudes toward advertising, by household size, July 2013
-
- Figure 80: General attitudes toward advertising, by education, July 2013
- Cultural relevance in advertising
-
- Figure 81: Preference for Hispanic/Latino people and language in advertising, overall, July 2013
-
- Figure 82: Preference for Hispanic/Latino people and language in advertising, by gender, July 2013
-
- Figure 83: Preference for Hispanic/Latino people and language in advertising, by household income, July 2013
-
- Figure 84: Preference for Hispanic/Latino people and language in advertising, by household size, July 2013
-
- Figure 85: Preference for Hispanic/Latino people and language in advertising, by education, July 2013
-
- Figure 86: Preference for Hispanic/Latino people and language in advertising, by education, July 2013
-
- Figure 87: Agreement that industry portrays Hispanics in positive way, by gender, July 2013
-
- Figure 88: Agreement that industry portrays Hispanics in positive way, by age, July 2013
-
- Figure 89: Agreement that industry portrays Hispanics in positive way, by household income, July 2013
- Receptivity to advertising by media channel
-
- Figure 90: Most effective advertising and marketing outlets, overall by engagement/purchase behavior, July 2013
-
- Figure 91: Most effective advertising and marketing outlets, by gender, July 2013
-
- Figure 92: Most effective advertising and marketing outlets, by age, July 2013
-
- Figure 93: Most effective advertising and marketing outlets, by household income, July 2013
Appendix – Trade Associations
Back to top