Table of Contents
Executive Summary
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- 55 million and counting
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- Figure 3: Population, by race and Hispanic origin, 1970-2020
- Hispanics’ purchasing power by 2018 is projected to be $1.6 trillion
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- Figure 4: Purchasing power, by race/Hispanic origin, 1990-2018
- Americans, but not typical
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- Figure 5: Perceived difference of Hispanics (self) versus typical American – difference of top 2 box, March 2014
- The acculturation path: from family oriented to individualistic
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- Figure 6: Correspondence analysis, March 2014
- Importance of values and traditions
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- Figure 7: Importance of values and traditions among Hispanics, by level of acculturation, March 2014
- Importance of family
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- Figure 8: Importance of family among Hispanics, by level of acculturation, March 2014
- The importance of Spanish
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- Figure 9: Importance of Spanish language among Hispanics, by level of acculturation, March 2014
- For the majority of Hispanics, this is home
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- Figure 10: Hispanics’ future plans, by level of acculturation, March 2014
- Hispanic culture still strong at bicultural households
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- Figure 11: People Hispanics spend time with, bicultural Hispanics, March 2014
- What we think
Issues and Insights
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- As more Hispanics speak English, are they being reached by general marketing efforts?
- The issues
- The implications
- With the majority of Hispanics younger than 18 being born in the US, are Hispanic values and traditions in danger of being lost?
- The issues
- The implications
- Entering their circle
- The issues
- The implications
Trend Application
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- Trend: Many Mes
- Trend: Immaterial World
- Trend: Edutainment
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 12: Purchasing power, by race/Hispanic origin, 1990-2018
- Figure 13: Purchasing power, by race/Hispanic origin, 1990-2018
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- Figure 14: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
- Figure 15: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
- US household income distribution
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- Figure 16: Median household income, by race and Hispanic origin of householder, 2012
Demographic Profile of US Hispanics
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- Key points
- Population trends
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- Figure 17: Population by race and Hispanic origin, 2009-19
- Figure 18: Population, by race and Hispanic origin, 1970-2020
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- Figure 19: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 20: 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 21: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 22: Population, by gender and Hispanic origin, 2009-19
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- Figure 23: Age distribution of women, by Hispanic origin, 2014
- Figure 24: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 25: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 26: Marital status of Hispanics, by age, 2013
- Figure 27: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 28: 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 29: Households, by presence and ages of own children, 2013
- Generations
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- Figure 30: Generations, by Hispanic origin, 2014
- Figure 31: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 32: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 33: 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 34: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 35: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 36: Hispanic population, by region of residence, 2000-10
- Figure 37: Hispanic or Latino population as a percentage of total population by county, 2010
- States with the most Hispanic population growth
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- Figure 38: States ranked by change in Hispanic population, 2000-10
- Figure 39: Percent change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 40: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Hispanics online
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- Figure 41: Internet use among Hispanics aged 18+, 2013
Marketing Strategies
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- Theme: Remembering roots and final destination
- Ronald McDonald House Charities – Hacer TV spot
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- Figure 42: Ronald McDonald House Charities, Hacer Spanish TV spot, June 2014
- Theme: Satirizing Hispanics’ interaction with the American culture
- Kraft Macaroni & Cheese – “Compra Secreta (Secret Purchase)” TV Spot
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- Figure 43: Kraft Mac and Cheese, Compra Secreta TV spot, June 2014
- Theme: Multiple generations in the household
- Honey Bunches of Oats – “Abuelita” TV Spot
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- Figure 44: Honey Bunches of Oats, Abuelita TV spot, June 2014
How Hispanics See Themselves
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- Key points
- Mirror, mirror on the wall…
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- Figure 45: Perceived difference of Hispanics (self) vs typical American – difference of top 2 box, March 2014
- Correspondence analysis
- Methodology
- The acculturation path: from family oriented to individualistic
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- Figure 46: Correspondence analysis, March 2014
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- Figure 47: Phrases used by Hispanics to describe themselves – Top 2 Box, by level of acculturation, March 2014
- Younger Hispanics more individualistic
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- Figure 48: Phrases used by Hispanics to describe themselves – Top 2 Box, by age, March 2014
- Hispanics don’t have strong feelings about how to describe the typical American
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- Figure 49: Phrases Hispanics use to describe the typical American– Top 2 Box, by age, March 2014
- Unacculturated Hispanics have a positive image of the typical American
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- Figure 50: Phrases Hispanics use to describe the typical American– Top 2 Box, by level of acculturation, March 2014
Importance of Hispanic Values and Traditions
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- Key points
- Importance of values and traditions
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- Figure 51: Importance of values and traditions among Hispanics, by level of acculturation, March 2014
- Hispanic women play important role instilling Hispanic values and traditions
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- Figure 52: Importance of values and traditions among Hispanics, by gender, March 2014
- Importance of Hispanic values and traditions decreases slightly with income
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- Figure 53: Importance of values and traditions among Hispanics, by household income, March 2014
Importance of Family
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- Key points
- Importance of family
- Sitting together as a family for dinner is important to Hispanics
- Family is important even when they live far away
- Watching TV together as a family less important as Hispanics are more acculturated
- Shopping as a family more important among less acculturated Hispanics
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- Figure 54: Importance of family among Hispanics, by level of acculturation, March 2014
- Hispanic women are the glue that keeps the family together
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- Figure 55: Importance of family among Hispanics, by gender, March 2014
Importance of Spanish
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- Key points
- The majority of Hispanics are bilingual
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- Figure 56: Language spoken at home, July 2012- September 2012
- Importance of Spanish
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- Figure 57: Importance of Spanish language among Hispanics, by level of acculturation, March 2014
- Importance of Spanish increases among older Hispanics
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- Figure 58: Importance of Spanish language among Hispanics, by age, March 2014
- Importance of activities in Spanish decreases with income
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- Figure 59: Importance of Spanish language among Hispanics, by household income, March 2014
Why Hispanics are Becoming More Bicultural
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- Key points
- For the majority of Hispanics, this is home
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- Figure 60: Hispanics’ future plans, by level of acculturation, March 2014
- Hispanics enjoy living the American lifestyle and customs
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- Figure 61: Hispanics’ culture and lifestyle, by gender, November 2012-December 2013
- A little English helps Hispanics enjoy what the American culture has to offer
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- Figure 62: Hispanics’ culture and lifestyle, by languages spoken in home, November 2012-December 2013
- From tamales to mac & cheese, Hispanics like it all
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- Figure 63: Hispanics’ eating habits, by age, November 2012-December 2013
- The majority of Hispanics enjoy traditional Hispanic foods, but prepare them less frequently as they become more acculturated
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- Figure 64: Hispanics’ eating habits, by languages spoken in home, November 2012-December 2013
- Hispanics celebrate US holidays with a twist
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- Figure 65: Hispanics’ culture and lifestyle, by languages spoken in home, November 2012-December 2013
- A note about Cinco de Mayo
- The role of social networks keeping Hispanics connected to their Hispanic roots
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- Figure 66: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
Social Life
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- Key points
- Family gatherings are an important part of Hispanics’ lives
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- Figure 67: Hispanics’ social life, by gender, November 2012-December 2013
- When Spanish is lost, so is an important link to Latino roots
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- Figure 68: Hispanics’ social life, by languages spoken in home, November 2012-December 2013
- Birds of a feather flock together
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- Figure 69: People Hispanics spend time with, unacculturated Hispanics, March 2014
- Bicultural Hispanics still relate mainly with other Hispanics at home
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- Figure 70: People Hispanics spend time with, bicultural Hispanics, March 2014
- Acculturated Hispanics live in an English-language world
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- Figure 71: People Hispanics spend time with, acculturated Hispanics, March 2014
Political Views
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- Key points
- Hispanics skew conservative but use a different definition
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- Figure 72: Hispanics’ political outlook, by age, November 2012-December 2013
- Slightly more than half of Hispanics are registered to vote
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- Figure 73: Hispanics registered to vote, by age, November 2012-December 2013
- The majority of Hispanics not registered to vote may not be eligible yet
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- Figure 74: Hispanics registered to vote, by languages spoken in home, November 2012-December 2013
- Hispanics lean Democrat
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- Figure 75: Hispanics’ political party registration, by gender, November 2012-December 2013
- While moderate, Republicans’ appeal increases among English-dominant Hispanics
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- Figure 76: Hispanics’ political party registration, by languages spoken in home, November 2012-December 2013
Religious Views
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- Key points
- The majority of Hispanics are still Catholic…
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- Figure 77: Hispanics and religion, by age, November 2012-December 2013
- … but preference declines as English begins to dominate
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- Figure 78: Hispanics and religion, by languages spoken in home, November 2012-December 2013
Language and the Media
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- Key points
- Spanish-language magazines and newspapers have a clear niche
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- Figure 79: Language and the media among Hispanics – books, magazines, or newspapers, by languages spoken in home, November 2012-December 2013
- As long as some Spanish is spoken, Spanish-language programming has its charm
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- Figure 80: Language and the media among Hispanics – television, by languages spoken in home, November 2012-December 2013
- Radio preferences are also driven by mood
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- Figure 81: Language and the media among Hispanics – radio, by languages spoken in home, November 2012-December 2013
- English is preferred to go online
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- Figure 82: Language and the media among Hispanics – websites, by languages spoken in home, November 2012-December 2013
- Using Spanish helps to rally Spanish-dominant Hispanics
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- Figure 83: Attitudes toward language and media, by languages spoken in home, November 2012-December 2013
Acculturation
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- What is acculturation?
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- Figure 84: Acculturation diagram
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- Figure 85: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 86: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix: Other Useful Consumer Tables
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- Importance of Spanish language
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- Figure 87: Importance of Spanish language among Hispanics, by gender, March 2014
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- Figure 88: Importance of Spanish language among Hispanics, by language primarily spoken in the home, March 2014
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- Figure 89: Importance of Spanish language among Hispanics, by level of acculturation, March 2014
- Importance of family
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- Figure 90: Importance of family among Hispanics, by age, March 2014
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- Figure 91: Importance of family among Hispanics, by household income, March 2014
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- Figure 92: Importance of family among Hispanics, by language primarily spoken in the home, March 2014
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- Figure 93: Importance of family among Hispanics, by level of acculturation, March 2014
- Importance of values and traditions
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- Figure 94: Importance of values and traditions among Hispanics, by age, March 2014
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- Figure 95: Importance of values and traditions among Hispanics, by language primarily spoken in the home, March 2014
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- Figure 96: Importance of values and traditions among Hispanics, by level of acculturation, March 2014
- Future plans
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- Figure 97: Future plans, by gender, March 2014
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- Figure 98: Future plans, by language primarily spoken in the home, March 2014
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- Figure 99: Future plans, by level of acculturation, March 2014
- Phrases used to describe yourself
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- Figure 100: Phrases used by Hispanics to describe themselves – Top 2 Box, by gender, March 2014
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- Figure 101: Phrases used by Hispanics to describe themselves – Top 2 Box, by household income, March 2014
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- Figure 102: Phrases used by Hispanics to describe themselves – Top 2 Box, by language primarily spoken in the home, March 2014
- Phrases used to describe typical American
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- Figure 103: Phrases Hispanics use to describe the typical American– Top 2 Box, by gender, March 2014
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- Figure 104: Phrases Hispanics use to describe the typical American– Top 2 Box, by age, March 2014
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- Figure 105: Phrases Hispanics use to describe the typical American– Top 2 Box, by household income, March 2014
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- Figure 106: Phrases Hispanics use to describe the typical American– Top 2 Box, by language primarily spoken in the home, March 2014
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- Figure 107: Phrases Hispanics use to describe the typical American– Top 2 Box, by level of acculturation, March 2014
- Why Hispanics are bicultural
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- Figure 108: Hispanics’ culture and lifestyle, by gender, November 2012-December 2013
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- Figure 109: Hispanics’ culture and lifestyle, by gender, November 2012-December 2013
- People spend time with
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- Figure 110: People Hispanics spend time with – At home, by gender, March 2014
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- Figure 111: People Hispanics spend time with – At home, by age, March 2014
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- Figure 112: People Hispanics spend time with – At home, by household income, March 2014
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- Figure 113: People Hispanics spend time with – At home, by language primarily spoken in the home, March 2014
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- Figure 114: People Hispanics spend time with – At home, by level of acculturation, March 2014
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- Figure 115: People Hispanics spend time with – Out of home (not at work), by gender, March 2014
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- Figure 116: People Hispanics spend time with – Out of home (not at work), by age, March 2014
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- Figure 117: People Hispanics spend time with – Out of home (not at work), by household income, March 2014
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- Figure 118: People Hispanics spend time with – Out of home (not at work), by language primarily spoken in the home, March 2014
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- Figure 119: People Hispanics spend time with – Out of home (not at work), by level of acculturation, March 2014
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- Figure 120: People Hispanics spend time with – At work, by gender, March 2014
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- Figure 121: People Hispanics spend time with – At work, by age, March 2014
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- Figure 122: People Hispanics spend time with – At work, by household income, March 2014
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- Figure 123: People Hispanics spend time with – At work, by language primarily spoken in the home, March 2014
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- Figure 124: People Hispanics spend time with – At work, by level of acculturation, March 2014
- Political views
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- Figure 125: Hispanics’ political outlook, by gender, November 2012-December 2013
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- Figure 126: Hispanics’ political outlook, by languages spoken in home, November 2012-December 2013
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- Figure 127: Hispanics Registered to vote, by gender, November 2012-December 2013
- Language and the media
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- Figure 128: Language and the media among Hispanics – Books, magazines, or newspapers, by gender, November 2012-December 2013
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- Figure 129: Language and the media among Hispanics – television, by gender, November 2012-December 2013
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- Figure 130: Language and the media among Hispanics – radio, by gender, November 2012-December 2013
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- Figure 131: Language and the media among Hispanics – websites, by gender, November 2012-December 2013
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- Figure 132: Attitudes toward language and media, by gender, November 2012-December 2013
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