Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Hispanic moms have different parenting approaches based on employment status
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- Figure 1: Characteristics of Hispanic moms, by employment status, July 2017
- Keeping things under control
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- Figure 2: Hispanic moms’ survival – Select tasks, indexed to all moms, July 2017
- “I love you” is expressed in many ways
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- Figure 3: Hispanic moms’ top priorities, indexed to all moms, July 2017
- The opportunities
- Anticipate changes
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- Figure 4: Net change in Hispanic moms’ activities with arrival of children – Top positive net changes, by Hispanic origin, July 2017
- Talk to moms through stories
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- Figure 5: Top themes/topics Hispanic moms like in advertising, indexed to all moms, May 2017
- Find moms where they are, not where you want them to be
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- Figure 6: Hispanic moms’ attitudes toward motherhood responsibilities, by age, July 2017
- What it means
The Market – What You Need to Know
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- One in five US moms is of Hispanic origin
- Children – and therefore moms – are more common in Hispanic households
- Hispanic moms are younger when they have children
- Hispanic moms gravitate toward bilingualism and biculturalism
- To work or not to work?
Hispanic Moms by the Numbers
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- There are almost 7 million Hispanic moms in the US
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- Figure 7: Estimated number and share of Hispanic moms who have children younger than 18 living in the household, by type of household, 2016
- Hispanic households over index for children, and therefore moms
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- Figure 8: Presence of children in household, by race and Hispanic origin, 2016
- Hispanic moms have children earlier
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- Figure 9: Average age of mother at first birth, by Hispanic origin, 1990-2015
Market Perspective
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- Hispanic moms are optimistic about the future
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- Figure 10: Mom’s perception of economic outlook – Past 12 months and coming 12 months, by Hispanic origin, January 2016-March 2017
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- Figure 11: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-June 2017
- The majority of Hispanic moms are bilingual
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- Figure 12: Language Hispanic moms speak at home, January 2016-March 2017
- Hispanic moms are key to keep Hispanics bicultural
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- Figure 13: Hispanic moms’ level of acculturation, by country of birth, July 2017
- Figure 14: Hispanic moms with US-born fathers/mothers, by language spoken at home, January 2016-March 2017
- Hispanic moms have to do more with less
- Lower median household income forces Hispanic moms to prioritize spending
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- Figure 15: Median household income, by race and Hispanic origin of householder, 2015
- Figure 16: Household income distribution, by race and Hispanic origin of householder, 2015
Hispanic Moms and Employment
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- Working moms’ income makes the difference
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- Figure 17: Hispanic moms’ employment status, by household income, July 2017
- Hispanic moms who work full-time (45%)
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- Figure 18: Profile of Hispanic moms who work full-time, indexed to all Hispanic moms, July 2017
- Hispanic moms who work part-time or are self-employed (21%)
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- Figure 19: Profile of Hispanic moms who work part-time or are self-employed, indexed to all Hispanic moms, July 2017
- Hispanic moms who are not working (35%)
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- Figure 20: Profile of Hispanic moms who are currently not working, indexed to all Hispanic moms, July 2017
Ideas Worth Exploring – What You Need to Know
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- Spanish-dominant Hispanic moms more open to listen
- Still, ads need to be relevant
- Latin America can be source of inspiration
- Giving moms the control
Ideas Worth Exploring
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- Spanish-dominant Hispanic moms want information
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- Figure 21: Attitudes toward advertising, by Hispanic origin and language spoken at home, January 2016-March 2017
- Spanish-dominant Hispanic moms are more receptive to what you are saying
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- Figure 22: Attitudes toward TV advertising, by Hispanic origin and language spoken at home, January 2016-March 2017
- Look to Latin America for ideas
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- Figure 23: Hispanic moms’ intent to keep up with Latin American news, by language spoken at home, January 2016-March 2017
- Hispanic moms want to be in control
- When are Hispanic moms in control?
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- Figure 24: Attitudes toward shopping with children, by Hispanic origin and language spoken at home, January 2016-March 2017
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- Figure 25: Attitudes toward store atmosphere, by Hispanic origin and language spoken at home, January 2016-March 2017
The Consumer – What You Need to Know
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- Hispanic moms want help, but may not ask for it
- For Hispanic moms, love is shown but also said
- With children Hispanic moms’ priorities change
- Real stories and humor can be quite appealing
- Hispanic moms know their responsibility is on two fronts
- Hispanic moms don’t necessarily use social media for motherhood tips
- Rules? What rules?
- Influencers of Hispanic moms’ purchases are category based
Mom Survival
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- Moms want to keep things under control
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- Figure 26: Hispanic moms’ survival, indexed to all moms, July 2017
- Moms’ needs change along with those of their children
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- Figure 27: Hispanic moms’ need for help with children-related tasks, by age of children, July 2017
- Acculturated moms more likely to wish for help
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- Figure 28: Hispanic moms’ survival, by level of acculturation, July 2017
- Full-time working moms need more hours in the day
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- Figure 29: Hispanic moms’ need for help with grocery shopping and entertaining children, by employment status, July 2017
Moms’ Priorities
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- Hispanic moms need to communicate their love to their children
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- Figure 30: Hispanic moms’ priorities, indexed to all moms, July 2017
- The mom/children dynamic differs by level of acculturation
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- Figure 31: Mom-children dynamic, by level of acculturation, July 2017
- The need to provide financially drives moms to work full-time
- Two types of stress
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- Figure 32: Hispanic moms’ priorities, by employment status, July 2017
Changes That Come with Motherhood
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- Children help Hispanic moms to put things into context
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- Figure 33: How children change Hispanic moms’ lives, July 2017
- Some changes are more evident among Hispanic moms
- Subscribing to a streaming video service
- Cleaning their house regularly
- Working long hours
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- Figure 34: Net change in Hispanic moms’ activities with arrival of children, by Hispanic origin, July 2017
- Changing Hispanic moms’ perspective on finances
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- Figure 35: Net change in Hispanic moms’ likelihood to watch finances closely, by level of acculturation and household income, July 2017
- Changing Hispanic moms’ perspective on streaming video services
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- Figure 36: Net change in Hispanic moms’ likelihood to subscribe to a streaming video service, by level of acculturation, July 2017
- Changing Hispanic moms’ perspective on cleaning the house
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- Figure 37: Net change in Hispanic moms’ likelihood to clean house regularly, by level of acculturation, July 2017
Targeting Moms
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- There has to be a story
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- Figure 38: Targeting Hispanic moms, Indexed to all moms, May 2017
- Stories matter
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- Figure 39: TURF analysis – What Hispanic moms like in advertising, May 2017
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- Figure 40: Table – TURF analysis – What Hispanic moms like in advertising, May 2017
Moms’ Attitudes toward Motherhood Responsibilities
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- Motherhood responsibilities trump anything else
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- Figure 41: Hispanic moms’ attitudes toward motherhood responsibilities, indexed to all moms, July 2017
- Less-acculturated Hispanic moms are less likely to be overwhelmed
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- Figure 42: Hispanic moms’ attitudes toward motherhood responsibilities, by level of acculturation, July 2017
- Working moms less likely to be defined by their children only
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- Figure 43: Hispanic moms’ attitudes toward motherhood responsibilities, by employment status, July 2017
Moms’ Use of Technology in Motherhood
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- Hispanic moms’ use of social media for motherhood is moderate
- Room to grow for mobile apps
- No regrets about smartphone usage
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- Figure 44: Hispanic moms’ use of technology in motherhood, indexed to all moms, July 2017
- Use of technology is driven by younger Hispanic moms
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- Figure 45: Hispanic moms’ use of technology in motherhood, by age, July 2017
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- Figure 46: Hispanic moms’ use of technology in motherhood, by age of children, July 2017
Kids and Rules
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- Rules are made to be broken
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- Figure 47: Hispanic moms’ attitudes toward rules for children, indexed to all moms, May 2017
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- Figure 48: Hispanic moms’ attitudes toward rules for children, by level of acculturation, July 2017
- Working moms more likely to enforce rules
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- Figure 49: Hispanic moms’ attitudes toward rules for children, by employment status, July 2017
Product Purchasing
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- Depending on the category, Hispanic moms take different approaches
- What’s different?
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- Figure 50: Correspondence analysis – Hispanic moms’ product purchases, July 2017
- Hispanic moms use the internet to find value
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- Figure 51: Hispanic moms’ use of the internet in product purchases, July 2017
- Sales are always welcomed
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- Figure 52: Hispanic moms’ purchases on sale and generic alternatives, July 2017
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- Figure 53: Hispanic moms’ purchases on sale, by level of acculturation, July 2017
- Hispanic moms ask for preferences at home
- Children’s opinions count
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- Figure 54: Influence of others on Hispanic moms’ purchases, July 2017
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- Figure 55: Likelihood of Hispanic moms asking for kids’ preferences, by age of the children, July 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Terms
- Correspondence analysis – Methodology
- A note on acculturation
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