Table of Contents
Executive Summary
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- Hispanics’ entertainment expenditures projected to almost double between 2009 and 2019
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- Figure 1: Expenditures and fan chart forecast of Hispanic entertainment, at current prices, 2009-19
- Segment overview
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- Figure 2: Entertainment expenditures by Hispanic households, by category, at current prices, 2014
- Market drivers
- In leisure time at home, content consumption is king
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- Figure 3: Frequency of Hispanic participation in at-home leisure activities, November 2014
- Most Hispanics participate in family gatherings at least monthly
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- Figure 4: Frequency of family gatherings among Hispanics, by level of acculturation, November 2014
- Dining out and shopping top leisure activities outside of home
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- Figure 5: Frequency of Hispanic participation in out-of-home leisure activities, November 2014
- Recommendations carry a lot of weight for Hispanics
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- Figure 6: Information sources for out-of-home entertainment, November 2014
- Fairs, festivals, and sporting events appealing to Hispanics
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- Figure 7: Events and activities attendance, November 2014
- Family and friends are a major force to determine which events are attended by Hispanics
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- Figure 8: Entertainment ticket buying behaviors, November 2014
- Balancing family time with time for themselves
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- Figure 9: Hispanics’ attitudes toward entertainment, November 2014
- What we think
Issues and Insights
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- Multi-platform content is a must when aiming to reach Hispanics
- The issues
- The implications
- Appealing to Hispanics beyond the wallet
- The issues
- The implications
- Family and friends hold the keys
- The issues
- The implications
Trend Application
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- Trend: Giving Back
- Trend: Patriot Games
- Trend: Why Buy
Market Size and Forecast
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- Key points
- Hispanics’ entertainment expenditures projected to almost double between 2009 and 2019
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- Figure 10: Entertainment expenditures by Hispanic households, at current prices, 2009-19
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- Figure 11: Entertainment expenditures by Hispanic households, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 12: Expenditures and fan chart forecast of Hispanic entertainment, at current prices, 2009-19
Market Drivers
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- Key points
- Population growth
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- Figure 13: Population by race and Hispanic origin, 2009-19
- Hispanics’ purchasing power projected to reach $1.7 trillion by 2019
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- Figure 14: Purchasing power, by race/Hispanic origin, 1990-2019
- Hispanic market becoming bicultural
- Hispanics becoming more tech savvy
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- Figure 15: Internet use among Hispanics aged 18+, by Hispanic origin and language spoken at home, August 2013-September 2014
Segment Performance Overview
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- Key points
- Audio-visual equipment and services account for almost half of expenditures on entertainment
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- Figure 16: Entertainment expenditures by Hispanic households, by category, at current prices, 2012 and 2014
- Growth anticipated continuing at a healthy pace in the coming years
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- Figure 17: Entertainment expenditures by Hispanic households, by category, at current prices, 2009-19
Marketing Strategies
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- Theme: Creating content for multiple platforms
- People en Español La Esquina
- Univision’s UVideos.com and Telemundo’s Telemundo Now
- Comcast’s “because I can”
- Theme: Relevance
- Major League Baseball – Spanish-language At Bat
- National Basketball Association – Éne-Bé-A
In-home Activities
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- Key points
- In leisure time at home, consumption of content is king
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- Figure 18: Frequency of Hispanic participation in at-home leisure activities, November 2014
- Older Hispanics gravitate to broadcast TV, younger to online
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- Figure 19: Weekly Hispanic participation in at-home leisure activities, by age, November 2014
- The meaning of “traditional home-cooked meals” differs by level of acculturation
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- Figure 20: Weekly Hispanic participation in at-home leisure activities, by level of acculturation, November 2014
- The majority of Hispanics participate in family gatherings at least on a monthly basis
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- Figure 21: Frequency of family gatherings among Hispanics, by level of acculturation, November 2014
- Reading becomes more prevalent as household income increases
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- Figure 22: Weekly Hispanic participation in at-home leisure activities, by household income, November 2014
- When reading, content is key for language selection
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- Figure 23: Hispanics’ language preference for reading, by language spoken at home, August 2013-September 2014
- There is an age to play video games
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- Figure 24: Weekly Hispanic participation in online at-home leisure activities, by age, November 2014
- More acculturated Hispanics participate in more leisure activities
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- Figure 25: Hispanics’ participation in leisure activities/hobbies in the last 12 months, August 2013-September 2014
Out-of-home Activities
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- Key points
- Eating out and shopping top leisure activities outside of home
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- Figure 26: Frequency of Hispanic participation in out-of-home leisure activities, November 2014
- Bicultural Hispanics more likely to dine out
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- Figure 27: Monthly Hispanic participation in out-of-home leisure activities – dining out, shopping for fun, by level of acculturation, November 2014
- Physical activities more prevalent among younger Hispanics
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- Figure 28: Monthly Hispanic participation in out-of-home leisure activities – sports and working out, by age, November 2014
- Nightlife more likely among younger Hispanic men
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- Figure 29: Monthly Hispanic participation in out-of-home leisure activities – nightlife, by gender and age, November 2014
- Lottery’s appeal increases with age
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- Figure 30: State lottery ticket purchases among Hispanics in the last 12 months, by gender and age, August 2013-September 2014
- Moderate interest in taking classes and volunteering
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- Figure 31: Monthly Hispanic participation in out-of-home leisure activities, by – classes, volunteering, by level of acculturation, November 2014
Going to Movie Theaters
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- Key points
- English-dominant Hispanics more likely than non-Hispanics to go to the movies
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- Figure 32: Hispanics’ movie theater attendance in the last six months, by Hispanic origin and language spoken at home, August 2013-September 2014
- Hispanic moviegoers go to the movies more than non-Hispanic moviegoers
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- Figure 33: Number of movie theater visits in the last 90 days, by Hispanic origin and language spoken at home, August 2013-September 2014
- Age and gender define movie genre preferences
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- Figure 34: Hispanics’ Movie genre preference, by gender and age, August 2013-September 2014
Information Sources for Out-of-home Entertainment
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- Key points
- Recommendations carry a lot of weight for Hispanics
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- Figure 35: Information sources for out-of-home entertainment, November 2014
- Younger Hispanics more open to recommendations from social networking sites
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- Figure 36: Information sources for out-of-home entertainment – recommendations, by age, November 2014
- Unacculturated and bicultural Hispanics more likely to find information through online searches
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- Figure 37: Information sources for out-of-home entertainment – online, by level of acculturation, November 2014
Music
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- Key points
- Listening to music increases with acculturation
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- Figure 38: Hispanics’ incidence of listening to music for leisure in the last 12 months, by Hispanic origin and language primarily spoken in the home, August 2013-September 2014
- Hispanics are most likely to listen to Latin music
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- Figure 39: Types of music Hispanics listen to the most, August 2013-September 2014
- Hispanics follow music groups regardless of level of acculturation
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- Figure 40: Types of media Hispanics follow on social media, August 2013-September 2014
Attending Events
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- Key points
- The majority of Hispanics attend at most, four types of events per year
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- Figure 41: Events and activities attendance in the last 12 months, November 2014
- Fairs, festivals, and sporting events appealing to Hispanics
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- Figure 42: Events and activities attendance in the last 12 months and plans to attend, November 2014
Factors Impacting Entertainment Choices
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- Key points
- Family and friends are a major force to determine which events Hispanics attend
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- Figure 43: Entertainment ticket buying behaviors, November 2014
- The social part of attending events more important among less acculturated Hispanics
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- Figure 44: Entertainment ticket buying behaviors – family and friends, by level of acculturation, November 2014
- Higher household income gives more room to listen to recommendations
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- Figure 45: Entertainment ticket buying behaviors – recommendations, by household income, November 2014
- Price not most important, but it can be a deal-breaker
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- Figure 46: Entertainment ticket buying behaviors – price and value, by household income, November 2014
- Educational events more likely to resonate among less acculturated Hispanics
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- Figure 47: Entertainment ticket buying behaviors – education, good causes, culture, by level of acculturation, November 2014
Hispanics’ Attitudes toward Entertainment
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- Key points
- Balancing family time with time for themselves
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- Figure 48: Hispanics’ attitudes toward entertainment, November 2014
- Family absorbs most of Hispanics’ free time
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- Figure 49: Hispanics’ attitudes toward entertainment – leisure time, by level of acculturation November 2014
Appendix – Buying Power of US Hispanics
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- Key points
- Hispanics’ purchasing power growth between 1990 and 2019 is projected to be 687%
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- Figure 50: Purchasing power, by race/Hispanic origin, 1990-2019
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- Figure 51: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2014
- Figure 52: Top 10 states ranked by dollar amount of Hispanic buying power, 2014
- US household income distribution
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- Figure 53: Median household income, by race and Hispanic origin of householder, 2013
Appendix – Demographic Profile of US Hispanics
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- Key points
- Population trends
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- Figure 54: Population, by race and Hispanic origin, 2009-19
- Figure 55: Population, by race and Hispanic origin, 1970-2020
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- Figure 56: Asian, Black, and Hispanic populations, 1970-2020
- Hispanic share of births
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- Figure 57: 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 58: Hispanic share of the population, by age, 2009-19
- The Hispanic and total US population by gender
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- Figure 59: Population, by gender and Hispanic origin, 2009-19
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- Figure 60: Age distribution of women, by Hispanic origin, 2014
- Figure 61: Age distribution of men, by Hispanic origin, 2014
- Characteristics
- Marital status
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- Figure 62: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 63: Marital status of Hispanics, by age, 2013
- Figure 64: Gender ratio, by age and Hispanic origin, 2014
- Household size
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- Figure 65: 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 66: Households, by presence and ages of own children, 2013
- Generations
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- Figure 67: Generations, by Hispanic origin, 2014
- Figure 68: Distribution of generations by race and Hispanic origin, 2014
- Hispanics by country of origin/heritage
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- Figure 69: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 70: 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 71: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 72: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 73: Hispanic population, by region of residence, 2000-10
- Figure 74: 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 75: States ranked by change in Hispanic population, 2000-10
- Figure 76: Percentage change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 77: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Appendix – Acculturation
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- What is acculturation?
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- Figure 78: Acculturation diagram
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- Figure 79: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 80: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix – Other Useful Consumer Tables
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- Figure 81: Hispanics’ participation in leisure activities/hobbies in the last 12 months, by gender and age, August 2013-September 2014
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- Figure 82: Hispanics’ participation in leisure activities/hobbies in the last 12 months, by language spoken in the home, August 2013-September 2014
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- Figure 83: State lottery ticket purchases among Hispanics in the last 12 months, by language spoken in the home, August 2013-September 2014
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- Figure 84: Hispanics’ movie theater attendance in the last six months, by gender and age, August 2013-September 2014
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- Figure 85: Number of movie theater visits made by Hispanics in the last 90 days, by gender and age, August 2013-September 2014
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- Figure 86: Number of movie theater visits made by Hispanics in the last 90 days, by language spoken at home, August 2013-September 2014
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- Figure 87: Hispanics’ movie genre preference, by language spoken at home, August 2013-September 2014
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- Figure 88: Types of music Hispanics listen to the most, by language spoken at home, August 2013-September 2014
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- Figure 89: Types of media Hispanics follow on social media, by language spoken at home, August 2013-September 2014
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Appendix – Trade Associations
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- Association of Performing Arts Presenters
- International Association of Fairs & Expositions (IAFE)
- International Association of Venue Managers Inc. (IAVM)
- International Ticketing Association (INTIX)
- Stadium Managers Association (SMA)
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