US Hispanics’ Culture and Community Market Report 2020
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Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Hispanics’ Culture and Community – US market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
This report aims to provide an understanding of the different factors that make Hispanics’ connections with their groups and communities possible and how Hispanics feel about them. Group origin, factors strengthening them, critical qualities for both online and in-person groups and attitudes toward relating to others are discussed. Throughout the Report, groups and communities are used interchangeably
Expert analysis from a specialist in the field
Written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
As Hispanics account for nearly 20% of the US population, they are intrinsically present in groups and communities across the US. How Hispanics meet the people that make up their social circles, in addition to the factors that strengthen them, shows how both groups and communities are multidimensional, with trust and familiarity as a foundation. Groups and communities across the US are becoming increasingly multicultural, and Hispanics are both having an influence on and are influenced by other cultures 
Juan Ruiz
Director of Hispanic Insights
Table of Contents
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Overview
- What you need to know
- Scope
- What you need to know
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Executive Summary
- Market overview
- Analyst perspective:
- Video summary
- Top takeaways
- The opportunities
- Go below the surface culture
- Figure 1: Factors that strengthen Hispanics’ connection with their groups, November 2019
- Understand the uniqueness of culture
- Figure 2: Hispanics’ likelihood of their groups sharing their culture, by language spoken at home and household income, November 2019
- Celebrate Hispanics’ heritage
- Figure 3: Hispanics’ attitudes toward sharing about their Hispanic/Latino roots, by language spoken at home, April 2018-June 2019
- Help Hispanics be who they want to be
- Figure 4: Hispanics’ top priorities, indexed to all, November 2019
- What Hispanics want and why
- Market overview
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The Market – What You Need to Know
- Hispanics understand the influence of their groups/communities
- Groups/communities are rich in both the Hispanic and American cultures
- Hispanic demographics guide relationships and promote their culture
- Four distinct groups of Hispanics relate to their groups/communities differently
- Hispanics understand the influence of their groups/communities
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Hispanics’ Culture and Community
- Hispanics are diverse
- Younger Hispanics more aware of others’ influence
- Figure 5: Influence of groups/communities on Hispanics, by gender and age, November 2019
- Hispanics feel their groups/communities are influenced by both cultures
- Figure 6: Influence of American and Hispanic cultures on groups/communities, by language spoken at home, November 2019
- Birds of a feather flock together
- Figure 7: Hispanics’ attitudes toward diversity in their groups/communities, November 2019
- Hispanics are diverse
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Hispanics by the Numbers
- There are 61 million Hispanics in the US
- Figure 8: Population, by race and Hispanic origin, 2014-24
- Overarching Hispanic culture minimizes differences by country of origin
- Figure 9: Hispanic population, by country of origin/heritage, 2017
- Hispanics’ youth influences how they relate to groups/communities
- Figure 10: Hispanic share of total US population, by age, 2019
- Larger household sizes shape Hispanics’ social lives
- Figure 11: Average number of people per household, by race and Hispanic origin, 2018
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- Figure 12: Households with related children, by race and Hispanic origin of householder, 2018
- About half of Hispanics are bilingual
- Figure 13: Language Hispanics speak at home, April 2018-June 2019
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- Figure 14: Language Hispanics speak at home, by age, April 2018-June 2019
- There are 61 million Hispanics in the US
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Market Factors
- Lower median household incomes can restrict outside influences
- Figure 15: Median household income, by race and Hispanic origin of householder, 2018
- Figure 16: Median income of all US households and Hispanic households, in inflation-adjusted dollars, 2007-18
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- Figure 17: Household income distribution, by race and Hispanic origin of householder, 2018
- Work-related groups become steadier as Hispanics get older
- Figure 18: Share of Hispanics who changed jobs in the last 12 months, by age, indexed to all, April 2018-June 2019
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- Figure 19: Reasons why Hispanics changed jobs in the last 12 months, indexed to all, April 2018-June 2019
- Lower median household incomes can restrict outside influences
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Hispanics and Community Attitudinal Segments
- Hispanics approach their relationships to others in four different ways
- Figure 20: Hispanics and community attitudinal segments, November 2019
- Proud Contributors (20%)
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- Figure 21: Profile of Proud Contributors, November 2019
- Acceptance Seekers (28%)
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- Figure 22: Profile of Acceptance Seekers, November 2019
- Status Quo Acceptors (20%)
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- Figure 23: Profile of Status Quo Acceptors, November 2019
- Silent Strangers (32%)
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- Figure 24: Profile of Silent Strangers, November 2019
- Hispanics approach their relationships to others in four different ways
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What’s Happening – What You Need to Know
- Bicultural Hispanics are a product of their bicultural surroundings
- Hispanics want to make a difference – and feel they are succeeding
- Discussing political views is not off the table, but must be handled with care
- Bicultural Hispanics are a product of their bicultural surroundings
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What’s Happening
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- Trend Driver: Identity
- Individuality and culture – Hispanics’ individuality is reflected in their biculturalism
- Figure 25: Hispanics’ attitudes toward American and Hispanic music, news or sports, by language spoken at home, April 2018-June 2019
- Heritage – Spanish-dominant Hispanics especially like to share about their heritage
- Figure 26: Hispanics’ attitudes toward sharing about their heritage, by language spoken at home, April 2018-June 2019
- Trend Driver: Rights
- Empowerment and respect – Hispanics want to make a difference
- Figure 27: Hispanics’ attitudes toward their contributions, by level of acculturation, November 2019
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- Figure 28: Budweiser Typical American 2020 Super Bowl commercial, January 2020
- Figure 29: US Army Facebook post, November 2019-January 2020
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What Needs to Be Handled with Care
- Politics
- Hispanics’ political views run the gamut
- Figure 30: Hispanics’ political views, indexed to all, November 2019
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- Figure 31: Hispanics’ political views, by household income and language spoken at home, November 2019
- Hispanics’ political engagement isn’t necessarily related to their ability to vote
- Figure 32: Hispanics’ attitudes toward politics, by level of acculturation, November 2019
- Politics
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The Consumer – What You Need to Know
- Hispanics need introductions to form groups
- Hispanics see many factors connecting them to their groups/communities
- Culture is personal – Hispanics don’t think their groups share their own
- Hispanics prioritize in-person groups over online groups
- Groups/communities can help Hispanics to excel
- Hispanics need introductions to form groups
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Groups/Community Origins
- Trust is the foundation of groups/communities
- Familiarity trumps common interests
- Figure 33: How Hispanics meet people they spend their leisure time with, November 2019
- Circumstances dictate circle of influence
- Family is a haven; relationships beyond family can be circumstantial and subject to change
- Figure 34: How Hispanics meet people they spend their leisure time with, by age, November 2019
- Hispanics’ confidence is reflected in how they interact with groups
- Figure 35: How Hispanics meet people they spend their leisure time with, by perception of financial health, November 2019
- Trust is the foundation of groups/communities
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Factors Strengthening Groups/Community
- Groups are multidimensional
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- Figure 36: Factors that strengthen Hispanics’ connection with their groups, November 2019
- Figure 37: Factors that strengthen Hispanics’ connection with their groups, by Hispanics and community attitudinal segments, November 2019
- Food
- Hispanics are enthusiastic about cooking for others
- Company when dining out enhances Hispanics’ experience
- Culture and hobbies
- Culture as a unifying factor decreases with acculturation
- English-dominant Hispanics define culture differently
- Figure 38: Factors that strengthen Hispanics’ connection with their groups – culture and hobbies, by language spoken at home and household income, November 2019
- Language
- Figure 39: Factors that strengthen Hispanics’ connection with their groups – language, by language spoken at home and household income, November 2019
- Work
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- Figure 40: Factors that strengthen Hispanics’ connection with their groups, by employment status, November 2019
- TURF analysis – Factors strengthening connection to community
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- Figure 41: TURF Analysis – community connectors, November 2019
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- Figure 42: Table – TURF Analysis – community connectors, November 2019
- Groups are multidimensional
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Groups/Community Qualities
- Hispanics see groups/community as a two-way relationship
- Online groups/communities are less personal
- Figure 43: Qualities Hispanics see in groups/communities – in-person vs online, November 2019
- Groups become more homogeneous with age
- Figure 44: Hispanics’ exposure to new ideas – in-person groups, by gender and age, November 2019
- The majority of Hispanics don’t think their groups share their culture
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- Figure 45: Hispanics’ perception of their in-person groups sharing their culture, by language spoken at home and household income, November 2019
- Conservatives don’t feel that their opinions are valued
- Figure 46: Hispanics’ belief that their contributions are valued, by political views, November 2019
- Hispanics see groups/community as a two-way relationship
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Hispanics’ Top Priorities
- Hispanics’ priorities suggest search for acceptance
- Figure 47: Hispanics’ top priorities, indexed to all, November 2019
- Lifestage dictates priorities
- Financially, Hispanic men and women have different priorities
- Older Hispanic women choose God, older men choose country
- Figure 48: Hispanics’ top priorities, by gender and age, November 2019
- Hispanics’ priorities suggest search for acceptance
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- TURF methodology
- A note about acculturation
- Data sources
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