Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Financial constraints can limit entertainment options
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- Figure 1: Hispanics’ attitudes toward entertainment, by household income, October 2016; median household income*, by race and Hispanic origin of householder, 2015
- Satisfaction with life is about having realistic expectations
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- Figure 2: Hispanics’ perception of satisfaction with life, by age, October 2016
- Children influence the leisure time of Hispanics aged 25-44
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- Figure 3: Hispanics’ opinions about leisure and entertainment, by age, October 2016
- The opportunities
- Hispanics’ level of enjoyment for a variety of activities at home creates opportunities to connect
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- Figure 4: Hispanics’ preferred activities at home, indexed to all, October 2016
- Increases in household income promotes sophistication
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- Figure 5: Hispanics’ preferred activities outside home – Select items, by household income, October 2016
- Coupling trends
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- Figure 6: Trends Hispanics are interested in, October 2016
- What it means
The Market – What You Need to Know
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- There are four attitudinal segments for lifestyles and entertainment
- Hispanics want to be seen as responsible
- Income doesn’t affect satisfaction with life
- Hispanics’ youth, their household size, and household income influence lifestyles
Hispanic Lifestyles and Entertainment Segmentation
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- Four unique segments were identified
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- Figure 7: Hispanic lifestyles and entertainment segments, October 2016
- Basic Controllers (21%)
- Who are they?
- Verdict
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- Figure 8: Profile of Hispanic Basic Controllers, October 2016
- Family Oriented (34%)
- Who are they?
- Verdict
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- Figure 9: Profile of Family Oriented Hispanics, October 2016
- Passive Unengaged (21%)
- Who they are?
- Verdict
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- Figure 10: Profile of Passive Unengaged Hispanics, March 2016
- Accompanied Doers (24%)
- Who are they?
- Verdict
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- Figure 11: Profile of Hispanic Accompanied Doers, October 2016
- Cluster methodology
Market Perspective
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- Emphasis on enjoyment increases with acculturation
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- Figure 12: Attitudes toward work, by language spoken at home and Hispanic origin, July 2015-August 2016
- Hispanics’ satisfaction with their standard of living is not related to their household income
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- Figure 13: Attitudes toward standard of living, by Hispanic origin and household income, July 2015-August 2016
Market Factors
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- Hispanic market is young and bicultural
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- Figure 14: Population by Hispanic origin and generation share, 2017
- Hispanic market is young, but it is also aging
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- Figure 15: Hispanic population by age, 2012-22
- Hispanics live in larger households
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- Figure 16: Average household size, by race and Hispanic origin, 2016
- Lower median household income can hinder discretionary spending
- Median household income for Hispanics significantly below national median
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- Figure 17: Median household income, by race and Hispanic origin of householder, 2015
- Figure 18: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
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- Figure 19: Household income distribution, by race and Hispanic origin of householder, 2015
Entertainment Trends – What You Need to Know
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- Hispanics embrace movies in 3D
- Digital music services as an example of the appeal of personalization
- Increasing pressure to enhance the shopping experience
What’s Happening?
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- There are so many options to choose from
- Hispanics’ love for movies
- Hispanics more likely to watch movies in 3D
- There might be opportunities with virtual reality
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- Figure 20: Movie theater attendance in the last six months, by Hispanic origin and language spoken at home, July 2015-August 2016
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- Figure 21: Preference of 3D movies – % usually watch, by Hispanic origin and language spoken at home, July 2015-August 2016
- Hispanics’ love for music
- The power of personalization
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- Figure 22: Use of digital music services in the last 30 days, by Hispanic origin and language spoken at home, July 2015-August 2016
- Hispanics’ love for shopping
- Making shopping entertaining
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- Figure 23: Visited a mall in the past four weeks, by Hispanic origin and gender and age, July 2015-August 2016
The Consumer – What You Need to Know
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- Families and budgets influence entertainment options
- Hispanics are satisfied with their work-life balance
- Hard work makes Hispanics value their time with family
- Younger and more-acculturated Hispanics’ lives are more hectic
- Children more likely to influence Hispanics 25-44
- Watching videos and movies (online or broadcast) is the preferred at-home activity
- There are four types of activities Hispanics rather do outside home
- Hispanics are interested in trends related to the activities they enjoy the most
Hispanics’ Attitudes toward Lifestyles
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- There is consensus – Life is to be enjoyed
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- Figure 24: Hispanics’ attitudes toward lifestyles, October 2016
- FOMO decreases with age
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- Figure 25: Hispanics’ attitudes toward enjoying life, by age, October 2016
- Feeling of loneliness among younger Hispanics as they look for their own identity
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- Figure 26: Hispanics’ inward look, by age, October 2016
- Level of acculturation changes the support network
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- Figure 27: Hispanics’ inward look, by acculturation level, October 2016
- Family and budget influence entertainment options
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- Figure 28: Hispanics’ attitudes toward entertainment, by household income, October 2016
How’s Life? Enjoyable
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- Hispanics are pleased with their lives
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- Figure 29: Hispanics’ perception of satisfaction with life, October 2016
- Younger Hispanics less satisfied with work-life balance
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- Figure 30: Hispanics’ perception of satisfaction with life, by key demographics, October 2016
How’s Life? Family Oriented
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- Hispanics would rather not spend their leisure time alone
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- Figure 31: Hispanics’ time with friends and family, October 2016
- With acculturation comes individualism
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- Figure 32: Hispanics’ time with friends and family, by key demographics, October 2016
How’s Life? Under Control
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- Hispanics feel they are in control of their time
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- Figure 33: Hispanics’ perceived control of their time, October 2016
- Younger Hispanics less likely to know where to spend their time
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- Figure 34: Hispanics’ perceived control of their time, by key demographics, October 2016
How’s Life? Socially Active, But Not Overwhelming
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- Hispanics find their leisure time rewarding
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- Figure 35: Hispanics’ perceived quality of life, October 2016
- Hispanics’ perception of a calm life decreases with acculturation
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- Figure 36: Hispanics’ perceived quality of life, by key demographics, October 2016
Hispanics’ Opinions about Lifestyles
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- Hispanics tend to have down-to-earth lifestyles
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- Figure 37: Hispanics’ opinions about lifestyles, by gender, October 2016
- Younger Hispanics more likely to be hungry for time
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- Figure 38: Hispanics’ opinions about lifestyles, by age, October 2016
- Lifestyles increase in complexity with acculturation
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- Figure 39: Hispanics’ opinions about lifestyles, by level of acculturation, October 2016
Hispanics’ Opinions about Entertainment
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- Hispanics are fine with the time and resources they spend on entertainment
- Children influence the leisure time of Hispanics 25-44
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- Figure 40: Hispanics’ opinions about leisure and entertainment, by age, October 2016
- Less-affluent Hispanics rather spend their leisure time at home
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- Figure 41: Hispanics’ opinions about leisure and entertainment, by household income, October 2016
Preferred At-Home Activities
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- Content consumption is the preferred activity at home
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- Figure 42: Hispanics’ preferred at-home activities, indexed to all, October 2016
- Younger Hispanics more individualistic in their preferences
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- Figure 43: Hispanics’ preferred at-home activities, by age, October 2016
- Less-acculturated Hispanics create a leisure atmosphere for others
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- Figure 44: Hispanics’ preferred at-home activities, by level of acculturation, October 2016
Preferred Out-of-Home Activities
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- Hispanics over index for going to the movies and shopping for fun
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- Figure 45: Hispanics’ preferred out-of-home activities, indexed to all, October 2016
- The main activities Hispanics enjoy are not affected by age
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- Figure 46: Hispanics’ preferred out-of-home activities, by age, October 2016
- Household income has a larger influence when activities are more niche
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- Figure 47: Hispanics’ preferred out-of-home activities, by household income, October 2016
Trends Hispanics Are Interested In
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- Top trends are content related
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- Figure 48: Trends Hispanics are interested in, October 2016
- Top trends differ by gender and age
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- Figure 49: Trends Hispanics are interested in, by gender and age, October 2016
- Higher household incomes enable interest in categories that require an out-of-pocket investment
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- Figure 50: Trends Hispanics are interested in, by household income, October 2016
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note on acculturation
Appendix – Consumer
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- Attitudes toward work
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- Figure 51: Attitudes toward work, by gender, July 2015-August 2016
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- Figure 52: Attitudes toward work, by age, July 2015-August 2016
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- Figure 53: Attitudes toward work, by household income, July 2015-August 2016
- Attitudes toward standard of living
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- Figure 54: Attitudes toward standard of living, by gender, July 2015-August 2016
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- Figure 55: Attitudes toward standard of living, by age, July 2015-August 2016
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- Figure 56: Attitudes toward standard of living, by language spoken at home, July 2015-August 2016
- Movie theater attendance
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- Figure 57: Movie theater attendance in the last six months, by gender, July 2015-August 2016
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- Figure 58: Movie theater attendance in the last six months, by age, July 2015-August 2016
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- Figure 59: Movie theater attendance in the last six months, by household income, July 2015-August 2016
- Preference of 3D movies
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- Figure 60: Preference of 3D movies – % usually watch, by gender, July 2015-August 2016
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- Figure 61: Preference of 3D movies – % usually watch, by age, July 2015-August 2016
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- Figure 62: Preference of 3D movies – % usually watch, by household income, July 2015-August 2016
- Use of digital music services
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- Figure 63: Use of digital music services in the last 30 days, by gender, July 2015-August 2016
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- Figure 64: Use of digital music services in the last 30 days, by age, July 2015-August 2016
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- Figure 65: Use of digital music services in the last 30 days, by household income, July 2015-August 2016
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