Table of Contents
Executive Summary
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- Hispanic share of expenditures has been steadily increasing
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- Figure 1: Total expenditures and share of expenditures of Hispanic households in apparel and services and entertainment, at current prices, 2007-12
- Entitlement and spontaneity are main motivators for Hispanics to purchase
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- Figure 2: Reasons Hispanics purchase something for themselves, February 2014
- Hispanics are making their purchases at mass merchandisers
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- Figure 3: Where Hispanics make purchases, by in-store and online, February 2014
- Price is king…
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- Figure 4: Hispanics’ attitudes toward shopping – Any agree, by age, February 2014
- …but not at the expense of quality
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- Figure 5: Very important factors for Hispanics when shopping, February 2014
- Good deals are always shared
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- Figure 6: Hispanics’ attitudes toward shopping – Any agree, February 2014
- Older Hispanics more likely to have down-to-earth shopping behaviors
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- Figure 7: Hispanics’ attitudes toward shopping – Purchase behavior, by age, February 2014
- Store environment is less important to Hispanics than it is to non-Hispanics
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- Figure 8: Shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
- Hispanic shoppers bring family and children
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- Figure 9: Shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
- What we think
Issues and Insights
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- Converting Hispanic shoppers into the best allies
- The issues
- The implications
- Differentiations vs cost leadership
- The issues
- The implications
- Shopping beyond the mass merchandiser
- The issues
- The implications
Trend Applications
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- Trend: Let’s Make a Deal
- Trend: Experience is All
- Trend: Mood to Order
Market Size
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- Key points
- Hispanic total household expenditures reached $637 billion in 2012
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- Figure 10: Total expenditures of Hispanic households, by category, at current prices, 2007-12
- Hispanics spend $30.5 billion on apparel and related services
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- Figure 11: Total expenditures of Hispanic households in apparel and services, at current prices, 2007-12
- Hispanics’ share of expenditures in entertainment has grown 2007-12
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- Figure 12: Total expenditures of Hispanic households in entertainment, at current prices, 2007-12
Marketing Strategies
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- Theme: Relevant messages
- Walmart – Holiday shopping
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- Figure 13: Walmart, Family screen, 2013
- Theme: Service is part of the experience with the product
- Dell – Its take on Hispanic Americans
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- Figure 14: Dell Hispanic American overview, 2014
- Theme: Meeting unmet needs
- Macy’s – Thalia Deal
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- Figure 15: Macy’s celebrates the Hispanic heritage month with Thalia, 2013
Hispanics and Shopping
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- Key points
- Entitlement and spontaneity drive Hispanic purchase motivations
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- Figure 16: Reasons Hispanics purchase something for themselves, by age, February 2014
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- Figure 17: Reasons Hispanics purchase something for themselves, by language spoken in home, February 2014
- When deciding where to shop, Hispanics look for quality and price
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- Figure 18: Very important factors for Hispanics when shopping, by age, February 2014
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- Figure 19: Very important factors for Hispanics when shopping, by language spoken in home, February 2014
- Mass merchandisers are main stop for shopping
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- Figure 20: Where Hispanics make purchases – In-store purchases, by age, February 2014
- Figure 21: Where Hispanics make purchases – In-store purchases, by language spoken in home, February 2014
- Hispanic men shop at more online stores than Hispanic women
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- Figure 22: Where Hispanics make purchases – Online purchases, by gender, February 2014
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- Figure 23: Where Hispanics make purchases – Online purchases, by language spoken in home, February 2014
Attitudes toward Shopping
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- Key points
- Price is king
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- Figure 24: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by age, February 2014
- Figure 25: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by household income, February 2014
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- Figure 26: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by language spoken in home, February 2014
- Good deals are always shared
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- Figure 27: Hispanics’ attitudes toward shopping (influentials) – Any agree, by age, February 2014
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- Figure 28: Hispanics’ attitudes toward shopping (influentials) – Any agree, by language spoken in home, February 2014
- Trying new products with a caveat
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- Figure 29: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by age, February 2014
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- Figure 30: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by language spoken in home, February 2014
- Good service adds value to the shopping experience
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- Figure 31: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by gender, February 2014
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- Figure 32: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by age, February 2014
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- Figure 33: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by language spoken in home, February 2014
- Hispanic men and women enjoy shopping similarly
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- Figure 34: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by gender, February 2014
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- Figure 35: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by age, February 2014
- Figure 36: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by household income, February 2014
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- Figure 37: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by language spoken in home, February 2014
Hispanics’ Perceptions of their Purchase Behavior
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- Key points
- Hispanics try to buy only what they need
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- Figure 38: Hispanics’ perceptions of their purchase behavior, by gender, February 2014
- Wisdom comes with age
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- Figure 39: Hispanics’ perceptions of their purchase behavior, by age, February 2014
- Lack of financial products helps Spanish-dominant Hispanics to live within their means
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- Figure 40: Hispanics’ perceptions of their purchase behavior, by language spoken in home, February 2014
The Influence of Promotions
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- Key points
- The success of promotions depends on the price of items
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- Figure 41: Influence of promotions among Hispanics, by item ticket size, February 2014
- Small-ticket items
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- Figure 42: Influence of promotions among Hispanics – Small-ticket items, by age, February 2014
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- Figure 43: Influence of promotions among Hispanics – Small-ticket items, by language spoken in home, February 2014
- Medium-ticket items
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- Figure 44: Influence of promotions among Hispanics – Medium-ticket items, by household income, February 2014
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- Figure 45: Influence of promotions among Hispanics – Medium-ticket items, by language spoken in home, February 2014
- Large-ticket items
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- Figure 46: Influence of promotions among Hispanics – Large-ticket items, by household income, February 2014
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- Figure 47: Influence of promotions among Hispanics – Large-ticket items, by language spoken in home, February 2014
- The influence of in-store support materials is limited
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- Figure 48: In-store support materials’ influence among Hispanics – Always, by gender, November 2012-December 2013
- Figure 49: In-store support materials’ influence among Hispanics – Always, by languages spoken in home, November 2012-December 2013
The Role of Technology in Shopping
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- Internet is the first place half of Hispanics look for information
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- Figure 50: Hispanics’ attitudes, opinions about lifestyles and the internet – Any agree, by gender, November 2012-December 2013
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- Figure 51: Hispanics’ attitudes, opinions and interests about lifestyles and the internet – Any agree, by languages spoken in home, November 2012-December 2013
The Role of Family and Children
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- Shopping is a family outing
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- Figure 52: Hispanics’ shopping behavior – Any agree, by gender, November 2012-December 2013
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- Figure 53: Hispanics’ shopping behavior – Any agree, by languages spoken in home, November 2012-December 2013
Differences Compared With Non-Hispanics
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- Some differences decrease with acculturation
- The store’s environment is more important to non-Hispanics
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- Figure 54: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
- Non-Hispanics more likely to look for specials or bargains
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- Figure 55: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
- Non-Hispanics are more likely to plan their big-ticket items
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- Figure 56: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
- Hispanics tend to shop more frequently
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- Figure 57: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
- Hispanic shoppers come with family and children
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- Figure 58: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
Cluster Analysis
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- Figure 59: Hispanic shopping clusters, February 2014
- Value explorers
- Characteristics
- Opportunities
- Passive shoppers
- Characteristics
- Opportunities
- Value individualists
- Characteristics
- Opportunities
- DIY shoppers
- Characteristics
- Opportunities
- Cluster characteristics tables
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- Figure 60: Reasons Hispanics purchase something for themselves, by Hispanic shopping clusters, February 2014
- Figure 61: Very important factors for Hispanics when shopping, by Hispanic shopping clusters, February 2014
- Figure 62: Where Hispanics make purchases – in-store purchases, by Hispanic shopping clusters, February 2014
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- Figure 63: Where Hispanics make purchases – Online purchases, by Hispanic shopping clusters, February 2014
- Figure 64: Hispanics’ attitudes toward shopping – any agree, by Hispanic shopping clusters, February 2014
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- Figure 65: Hispanics’ perceptions of their purchase behavior, by Hispanic shopping clusters, February 2014
- Figure 66: Influence of promotions among Hispanics – small-ticket items, by Hispanic shopping clusters, February 2014
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- Figure 67: Influence of promotions among Hispanics – medium-ticket items, by Hispanic shopping clusters, February 2014
- Figure 68: Influence of promotions among Hispanics – large-ticket items, by Hispanic shopping clusters, February 2014
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- Figure 69: Demographics, by Hispanic shopping clusters, February 2014
- Cluster methodology
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Demographic Profile of US Hispanics
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- Key points
- Population trends
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- Figure 70: Population by race and Hispanic origin, 2009-19
- Figure 71: Population, by race and Hispanic origin, 1970-2020
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- Figure 72: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 73: Distribution of births, by race and Hispanic origin of mother, 2002-12
- The Hispanic and total US population by age
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- Figure 74: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 75: Population, by gender and Hispanic origin, 2009-19
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- Figure 76: Age distribution of women, by Hispanic origin, 2014
- Figure 77: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 78: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 79: Marital status of Hispanics, by age, 2013
- Figure 80: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 81: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Children in the household
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- Figure 82: Households, by presence and ages of own children, 2013
- Generations
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- Figure 83: Generations, by Hispanic origin, 2014
- Figure 84: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 85: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 86: Number of tortilla-related products launched per year in the US, 1996-2013
- Puerto Ricans (9% of US Hispanics)
- Cubans (4% of US Hispanics)
- Dominicans (3% of US Hispanics)
- Central Americans (8% of US Hispanics)
- South Americans (5% of US Hispanics)
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- Figure 87: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 88: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 89: Hispanic population, by region of residence, 2000-10
- Figure 90: Hispanic or Latino population as a percent of total population by county, 2010
- States with the most Hispanic population growth
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- Figure 91: States ranked by change in Hispanic population, 2000-10
- Figure 92: Percent change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 93: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
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- Figure 94: Internet use among Hispanics aged 18+, 2013
Acculturation
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- What is acculturation?
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- Figure 95: Acculturation diagram
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- Figure 96: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 97: Characteristics of primary acculturation levels
- What is retroacculturation?
Buying Power of US Hispanics
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- Key points
- Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
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- Figure 98: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 99: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 100: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 101: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
- US household income distribution
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- Figure 102: Median household income, by race and Hispanic origin of householder, 2012
Appendix – Other Useful Consumer Tables
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- Reasons to purchase
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- Figure 103: Reasons Hispanics purchase something for themselves, by gender, February 2014
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- Figure 104: Reasons Hispanics purchase something for themselves, by household income, February 2014
- Very important factors when shopping
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- Figure 105: Very important factors for Hispanics when shopping, by gender, February 2014
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- Figure 106: Very important factors for Hispanics when shopping, by household income, February 2014
- Where purchases are made
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- Figure 107: Where Hispanics make purchases – in-store purchases, by gender, February 2014
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- Figure 108: Where Hispanics make purchases – in-store purchases, by household income, February 2014
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- Figure 109: Where Hispanics make purchases – online purchases, by age, February 2014
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- Figure 110: Where Hispanics make purchases – online purchases, by household income, February 2014
- Hispanics’ attitudes toward shopping
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- Figure 111: Hispanics’ attitudes toward shopping – any agree, by gender, February 2014
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- Figure 112: Hispanics’ attitudes toward shopping – any agree, by age, February 2014
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- Figure 113: Hispanics’ attitudes toward shopping – Any agree, by household income, February 2014
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- Figure 114: Hispanics’ attitudes toward shopping – Any agree, by language spoken in home, February 2014
- Hispanics’ perceptions of their purchase behavior
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- Figure 115: Hispanics’ perceptions of their purchase behavior, by household income, February 2014
- The influence of promotions
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- Figure 116: Influence of promotions among Hispanics – small-ticket items, by gender, February 2014
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- Figure 117: Influence of promotions among Hispanics – small-ticket items, by household income, February 2014
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- Figure 118: Influence of promotions among Hispanics – Medium-ticket items, by gender, February 2014
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- Figure 119: Influence of promotions among Hispanics – Medium-ticket items, by age, February 2014
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- Figure 120: Influence of promotions among Hispanics – Large-ticket items, by gender, February 2014
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- Figure 121: Influence of promotions among Hispanics – Large-ticket items, by age, February 2014
Appendix – Trade Associations
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