Table of Contents
Executive Summary
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- There are almost 16 million Hispanic households in the US
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- Figure 1: US households, by Hispanic origin, and characteristics of Hispanic households, 2014
- All the weight of housework is on the backs of adult Hispanics …
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- Figure 2: Correspondence Analysis – Hispanic household division of labor, March 2015
- …and by “Hispanic adults,” that means mainly Hispanic women
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- Figure 3: Hispanic household division of labor, by gender, March 2015
- Family traditions are important, with caveats
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- Figure 4: Hispanics’ attitudes toward family – Any agree, March 2015
- Trial and error common in Hispanic parenting
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- Figure 5: Hispanics’ attitudes toward parenting, March 2015
- Balancing both cultures creates some tension at Hispanic households
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- Figure 6: Hispanics’ attitudes toward children, by level of acculturation March 2015
- Hispanic women more likely to want their homes cozy
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- Figure 7: Hispanics’ attitudes toward home, by age and gender, March 2015
- Split power in Hispanic households
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- Figure 8: Hispanics’ attitudes toward household dynamics, by gender and age, March 2015
- What we think
Issues and Insights
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- Hispanic women maintain household wellbeing
- The issues
- The implications
- Hispanics make important decisions jointly
- The issues
- The implications
- Spanish and English language, as well as American and Hispanic culture co-exist under the same roof
- The issues
- The implications
Trend Application
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- Trend: Life – An Informal Affair
- Trend: FSTR HYPR
- Trend: Let Kids be Kids
Hispanic Households by the Numbers
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- Key points
- There are almost 16 million Hispanic households in the US
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- Figure 9: Number of households in the United States, by Hispanic origin, 2014
- Hispanics live in larger households
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- Figure 10: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
- Hispanic households more likely to include children
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- Figure 11: Presence of children in household, by race and Hispanic origin, 2014
- Share of Hispanics living with spouse/significant other is consistent with US as a whole
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- Figure 12: Incidence of married couples and cohabiting couples, by race and Hispanic origin, 2014
- Hispanics in no rush to leave home right after high school
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- Figure 13: Incidence of Hispanics living with spouse/significant other and parents, by age March 2015
- Space may dictate the frequency of friend’s visits
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- Figure 14: Friends visiting Hispanic households, by household income, March 2015
- Hispanics are dog people
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- Figure 15: Presence of pets at Hispanic households, by level of acculturation, March 2015
- Hispanic households with children more likely to have pets
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- Figure 16: Presence of pets at Hispanic households, by presence of children in household, March 2015
Division of Labor
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- Key points
- Mindfulness of appearances and love prompt Hispanics to keep their homes in order
- Hispanic men’s empathy grows with time
- Girls not helping much more than boys
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- Figure 17: Hispanics’ attitudes toward household chores, by gender and age, March 2015
- Correspondence analysis
- Methodology
- Hispanic adults take all the weight of housework upon themselves
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- Figure 18: Correspondence Analysis – Hispanic household division of labor, March 2015
- Figure 19: Hispanic household division of labor, March 2015
- Hispanic women more likely to do most housework activities
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- Figure 20: Hispanic household division of labor, by gender, March 2015
- Hispanic men recognize that women do a lot, Hispanic women downplay what Hispanic men do
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- Figure 21: Hispanic household division of labor, comparison of male and female responses, March 2015
Family Ties
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- Key points
- Hispanics have a close relationship with their families
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- Figure 22: Hispanics’ attitudes toward family, March 2015
- The appeal of family increases with age
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- Figure 23: Hispanics’ attitudes toward family, by age, March 2015
- Perception of extended family support increases with age
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- Figure 24: Hispanics’ attitudes toward extended family, by age, March 2015
- Family traditions are important with caveats
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- Figure 25: Hispanics’ attitudes toward family – Any agree, March 2015
- Unacculturated and bicultural Hispanics more family-oriented, acculturated Hispanics more individualistic
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- Figure 26: Hispanics’ attitudes toward family – Any agree, by level of acculturation, March 2015
Parenting
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- Key points
- Trial and error common in Hispanic parenting
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- Figure 27: Hispanics’ attitudes toward parenting, March 2015
- Monitoring children’s activities more common as Hispanics get older
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- Figure 28: Hispanics’ attitudes toward parenting – Monitoring activities and teaching to be independent, by level of acculturation March 2015
- Acculturation prompts more comparison
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- Figure 29: Hispanics’ attitudes toward parenting – Children deserve the best and wanting children to have things Hispanics couldn’t have, by level of acculturation, March 2015
- Hispanic women set boundaries and discipline children at home
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- Figure 30: Hispanics’ attitudes toward parenting – Confiding, setting boundaries and being strict, by age and gender, March 2015
- Hispanic parents underestimate the influence of their children
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- Figure 31: Hispanics’ attitudes toward parenting – Children’s influence, by level of acculturation, March 2015
- Rewarding children for good behavior more prevalent among bicultural and acculturated Hispanics
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- Figure 32: Hispanics’ attitudes toward parenting – Rewarding children, by level of acculturation March 2015
When Cultures Collide Under One Roof
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- Key points
- Spanish and English mixed under the same roof
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- Figure 33: Language Hispanics speak at home, by age, November 2013-December 2014
- Children speaking only English brings in some tension
- Hispanic parents willing to help their children to balance both cultures
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- Figure 34: Kraft Macaroni & Cheese “Realización” commercial, April 2013
- Unacculturated and bicultural Hispanics aspire to attend college
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- Figure 35: Hispanics’ attitudes toward children, by level of acculturation March 2015
The Meaning of Home
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- Key points
- Hispanic women more likely to want their homes cozy
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- Figure 36: Hispanics’ attitudes toward home, by age and gender, March 2015
- Higher household income allows for home improvements and more frequent guests
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- Figure 37: Hispanics’ attitudes toward home, by household income, March 2015
- Hispanics spend most of their time at home in the family room
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- Figure 38: Room in the house where Hispanics spend more time in (family room vs kitchen), by household income, March 2015
- About half of Hispanics always leave the TV on
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- Figure 39: Incidence of Hispanics leaving TV on as background noise (in English vs Spanish), by level of acculturation, March 2015
Balance of Power and Buying Decisions
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- Key points
- Split power at Hispanic households
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- Figure 40: Hispanics’ attitudes toward household dynamics, by gender and age, March 2015
- Important decisions are made jointly
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- Figure 41: Past 12 month purchase decisions made by Hispanics and who decided, November 2013-December 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 42: Purchasing power, by race/Hispanic origin, 1990-2019
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- Figure 43: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2014
- Figure 44: Top 10 states ranked by dollar amount of Hispanic buying power, 2014
- US household income distribution
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- Figure 45: 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 46: Population, by race and Hispanic origin, 2010-20
- Hispanic share of births
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- Figure 47: 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 48: Hispanic share of the population, by age, 2010-20
- Figure 49: US share of the population, by age, 2010-20
- Characteristics
- Marital status
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- Figure 50: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
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- Figure 51: Marital status of Hispanics, by age, 2013
- Figure 52: Gender ratio, by age and Hispanic origin, 2014
- Generations
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- Figure 53: Generations, by Hispanic origin, 2015
- Figure 54: Distribution of generations by race and Hispanic origin, 2015
- Hispanics by country of origin/heritage
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- Figure 55: Hispanic population, by country of origin/heritage
- Mexicans (63% of US Hispanics)
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- Figure 56: 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 57: US Hispanic population, by country of origin/heritage, 2000-10
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- Figure 58: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Hispanics by geographic concentration
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- Figure 59: Hispanic population, by region of residence, 2000-10
- Figure 60: 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 61: States ranked by change in Hispanic population, 2000-10
- Figure 62: Percentage change in Hispanic or Latino population by county, 2000-10
- Key Hispanic metropolitan areas
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- Figure 63: 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 64: Acculturation diagram
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- Figure 65: Variables that affect acculturation
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 66: Characteristics of primary acculturation levels
- What is retroacculturation?
Appendix – Purchase Decisions
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- Food products
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- Figure 67: Last food products purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Clothing
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- Figure 68: Last clothing purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Household products
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- Figure 69: Last household products purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Home electronics
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- Figure 70: Last home electronics purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Automobile
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- Figure 71: Last automobile purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Household furnishings
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- Figure 72: Last household furnishings purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Automotive accessories
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- Figure 73: Last automotive accessories purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Major household appliances
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- Figure 74: Last major household appliance purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Sporting goods
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- Figure 75: Last sporting good purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
- Financial services
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- Figure 76: Last financial services purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Appendix – Other Useful Tables
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- Household composition
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- Figure 77: US households, by race and Hispanic origin, 2014
- Language spoken at home
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- Figure 78: Language Hispanics speak at home, by household income, November 2013-December 2014
Appendix – Trade Associations
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- Association of Hispanic Advertising Agencies (AHAA)
- United States Hispanic Chamber of Commerce (USHCC)
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