Table of Contents
Executive Summary
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- Overview
- The challenges
- Brands should be careful testing Hispanic moms’ loyalty
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- Figure 1: Hispanic moms’ attitudes toward money management, August 2018
- The opportunities
- Hispanic moms are willing to listen
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- Figure 2: Hispanic moms’ use of social media, indexed to all moms, August 2018
- Disruptions are annoying – but may offer significant opportunities
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- Figure 3: Correspondence Analysis – Hispanic moms’ perception of types of advertising, August 2018
- Understanding when family matters and when individuality matters
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- Figure 4: Hispanic moms’ dreams for herself, indexed to all, August 2018
- What it means
The Market – What You Need to Know
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- Hispanics over index for being moms
- Hispanic moms are important as one in four new babies are of Hispanic origin
- Hispanic moms are the gatekeepers to larger households
- Deciding whether to work or not is a hard decision for Hispanic moms
- Hispanic moms are bilingual and committed to teach Spanish to their children
- Hispanic moms have high expectations for their children
Hispanic Moms by the Numbers
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- There are almost eight million Hispanic moms in the US
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- Figure 5: Estimated number of moms who have children younger than 18 living in the household by race/Hispanic origin, 2017
- One in four babies were born to Hispanic moms
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- Figure 6: Births, by race and Hispanic origin, 2016
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- Figure 7: General fertility rates, by race and Hispanic origin, 2016
- Hispanic moms manage larger households
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- Figure 8: Average number of people per household, by race and Hispanic origin, 2017
- Figure 9: Households with related children, by race and Hispanic origin of householder, 2017
- Lower median household income forces Hispanic moms to prioritize spending
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- Figure 10: Median household income, by race and Hispanic origin of householder, 2016
- Figure 11: Household income distribution by race and Hispanic origin of householder, 2016
Market Perspective – Hispanic Moms and Work
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- Hispanic moms’ salary makes a difference
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- Figure 12: Hispanic moms’ employment status, by household income, April 2017-June 2018
- Language barriers may prevent them from working
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- Figure 13: Hispanic moms’ employment status, by language spoken at home, April 2017-June 2018
- Even with support, working Hispanic moms would prefer to stay at home
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- Figure 14: Hispanic moms’ attitudes toward working – support, by age of their children, August 2018
- Unacculturated Hispanic moms are more likely to idealize work
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- Figure 15: Hispanic moms’ attitudes toward working, by level of acculturation, August 2018
Market Perspective – Language
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- Half of Hispanic moms are bilingual
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- Figure 16: Language(s) Hispanics speak at home, April 2017-June 2018
- Hispanic moms are committed to teach Spanish to their children
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- Figure 17: Share of Hispanic moms who believe it is important to teach Spanish to Hispanic children, by language spoken at home, April 2017-June 2018
Market Perspective – Children and American Culture and Identity
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- Hispanic moms are motivated by the hope their children will do great
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- Figure 18: Hispanic moms’ opinions about their children’s future, by level of acculturation, August 2018
- Foreign born moms are more optimistic about what the US offers their children
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- Figure 19: Hispanic moms’ opinions about their children’s future, by moms’ country of birth, August 2018
What’s Happening – What You Need to Know
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- The art of connecting with Hispanic moms
- Looking ahead…
What’s Happening
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- Connecting the old and the new
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- Figure 20: Bimbo Baking Memories TV commercial, July 2018
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- Figure 21: Share of Hispanic moms’ loyalty toward brands that advertise in Spanish, by language spoken at home, April 2017-June 2018
- Connecting through Spanish-language websites
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- Figure 22: Share of Hispanic moms considering Spanish-language versions of websites important, by language spoken at home, April 2017-June 2018
- Connecting by highlighting some cultural tension
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- Figure 23: Goya TV ad – Growing with more than one flavor (crecer con más de un sabor), May 2017
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- Figure 24: Share of Hispanic moms who enjoy eating traditional Hispanic food, by language spoken at home, April 2017-June 2018
- Connecting by embracing family gatherings and holidays
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- Figure 25: Share of Hispanic moms who consider family reunions important, by language spoken at home, April 2017-June 2018
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- Figure 26: Share of Hispanic moms who celebrate Hispanic and American holidays, by language spoken at home, April 2017-June 2018
- Connecting through value
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- Figure 27: Walmart – Stop. Drop. Shop. Falling Prices!, Acquisition e-mail, October 2018
What’s Next
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- Creating online communities
- Inviting Hispanic moms to relax
The Consumer – What You Need to Know
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- Level of acculturation drives the types of apps Hispanic moms use
- Recommendations and advice on social media may be weighed against their moms’ advice
- Hispanic moms are savers
- Hispanic moms leave some financial decisions to their spouses
- Least welcomed types of ads offer opportunities to stand out
- Hispanic moms’ dreams allow room for family
Moms’ Use of Technology – Apps
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- Apps help Hispanic moms get a sense of control
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- Figure 28: Hispanic moms’ use of mobile apps, indexed to all moms, August 2018
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- Figure 29: Hispanic moms’ use of mobile apps, by age, August 2018
- Less acculturated Hispanic moms want more control over their kids
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- Figure 30: Hispanic moms’ use of mobile apps, by level of acculturation, August 2018
- Desire for parental control may be driven by kids’ abundant usage of tech
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- Figure 31: Hispanic moms’ attitudes toward kids and technology, August 2018
Moms’ Use of Technology – Social Media
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- Hispanic moms open to recommendations and advice on social media
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- Figure 32: Hispanic moms’ use of social media, indexed to all moms, August 2018
- Younger Hispanic moms may use social media along with other sources
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- Figure 33: Hispanic moms’ use of social media, by age, August 2018
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- Figure 34: Hispanic moms’ use of social media, by age of children in household, August 2018
Moms’ Money Management
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- Saving is in Hispanic moms’ DNA
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- Figure 35: Hispanic moms’ attitudes toward money management, August 2018
- Savings mentality is not linked to money concerns
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- Figure 36: Hispanic moms’ attitudes toward money management, by level of acculturation, August 2018
- Money concerns increase with acculturation
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- Figure 37: Hispanic moms’ attitudes toward money management, by level of acculturation, August 2018
Moms’ Financial Decision Making Dynamic
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- Hispanic moms less assertive when making financial decisions
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- Figure 38: Money management dynamic – Hispanic moms and partner/spouse, indexed to all, August 2018
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- Figure 39: Money management dynamic – Hispanic moms and partner/spouse, by marital status, August 2018
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- Figure 40: Money management dynamic – Hispanic moms and partner/spouse, by household income, August 2018
Advertising Associations
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- Ad types Hispanic moms are not fond of may offer the greatest opportunity to surprise
- TV ads – memorable and entertaining
- Radio, magazine, and newspaper ads – relevant and reliable
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- Figure 41: Hispanic moms’ readership of Spanish-language magazines – past 6 months, by age, April 2017-June 2018
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- Figure 42: Hispanic moms’ readership of Spanish-language magazines – past 6 months, by language spoken at home, April 2017-June 2018
- Ads on social networks and online video ads – arguments on both sides
- Online banner ads and ads on streaming music services – annoying and intrusive
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- Figure 43: Correspondence Analysis – Hispanic moms’ perception of types of advertising, August 2018
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- Figure 44: How Hispanic moms perceive different types of ads, August 2018
- Are streaming music services resonating among Hispanic moms?
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- Figure 45: Hispanic moms’ use of digital music services, indexed to all, April 2017-June 2018
- Streaming music services can help keep Hispanic moms bicultural
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- Figure 46: Hispanic moms’ attitudes toward music, by level of acculturation, August 2018
Moms’ Dreams for Herself
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- Hispanic moms’ dreams keep their families in mind
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- Figure 47: Hispanic moms’ dreams for herself, indexed to all, August 2018
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- Figure 48: Hilton Hotels Corporation offer, Acquisition e-mail, October 2018
- Balancing individual dreams with family oriented dreams
- Age tempers dreams
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- Figure 49: Hispanic moms’ dreams for herself, by age, August 2018
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- Figure 50: Hispanic moms’ dreams for herself, by level of acculturation, August 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Correspondence analysis methodology
- A note about acculturation
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