Hispanic Lifestyles and Entertainment - US - December 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Market overview
Figure 1: Hispanics’ lifestyles and entertainment attitudinal segments, August 2019
Video summary
Top takeaways
The opportunities
Add Hispanic flavor to the holidays
Figure 2: Presence of Hispanic dishes as part of Hispanics’ celebrations of holidays, by language spoken at home and household income, August 2019
Redefine prime time TV – go live
Figure 3: Correspondence analysis – Symmetrical map – Content consumption, August 2019
Meet Hispanics at the movies
Figure 4: Hispanics’ attitudes toward ads in movie theaters, indexed to all, April 2018-June 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Four distinct groups of Hispanics have varying attitudes toward their lifestyles
Hispanic market demographics influence lifestyles
The internet and family influence Hispanics’ lifestyles
LIFESTYLES AND ENTERTAINMENT ATTITUDINAL SEGMENTS
There are four ways Hispanics approach lifestyles and entertainment
Figure 5: Hispanics’ lifestyles and entertainment attitudinal segments, August 2019
Change Seekers (20%)
Figure 6: Profile of Change Seekers, August 2019
Direction Seekers (17%)
Figure 7: Profile of Direction Seekers, August 2019
Peace Achievers (25%)
Figure 8: Profile of Peace Achievers, August 2019
Hectic Jugglers (38%)
Figure 9: Profile of Hectic Jugglers, August 2019
ATTITUDINAL SEGMENTS IMPLICATIONS
Are Hispanics content with their lifestyles?
Figure 10: Hispanics’ attitudes toward lifestyles and entertainment – Overall contentment, by attitudinal segments, August 2019
Are Hispanics looking for a change?
Figure 11: Hispanics’ attitudes toward lifestyles and entertainment – Change/areas of improvement, by attitudinal segments, August 2019
Are Hispanics overwhelmed?
Figure 12: Hispanics’ attitudes toward lifestyles and entertainment – Life responsibilities, by attitudinal segments, August 2019
The weight of family and friends
Figure 13: Hispanics’ attitudes toward lifestyles and entertainment – Family and friends, by attitudinal segments, August 2019
MARKET FACTORS 
Hispanics’ youthfulness centers lifestyles around family
Figure 14: Hispanic share of total US population, by age, 2019
Larger household sizes may limit “me-time” opportunities
Figure 15: Average number of people per household, by race and Hispanic origin, 2018
Figure 16: Households with related children, by race and Hispanic origin of householder, 2018
Hispanics’ value-oriented mentality also applies to leisure and entertainment
Figure 17: Median household income, by race and Hispanic origin of householder, 2017
Figure 18: Household income distribution, by race and Hispanic origin of householder, 2017
MARKET PERSPECTIVE
The internet is an intrinsic part of Hispanics’ lives
Figure 19: Hispanics’ attitudes toward having internet, August 2019
Figure 20: How Hispanics access the internet at home, indexed to all, April 2018-June 2019
Less-affluent and Spanish/bilingual Hispanics are more open to a disconnected life
Figure 21: Hispanics’ attitudes toward having internet, by language spoken at home and household income, August 2019
Hispanic moms’ lives revolve around their families
Figure 22: Factors that make Hispanics unique – Family, Hispanic moms vs all US moms, February 2018
LIFESTYLES AND ENTERTAINMENT CONSIDERATIONS – WHAT YOU NEED TO KNOW 
Media channels look to social media to grow awareness
Holidays present opportunities for an intimate connection
Gatherings offer opportunities to connect with both hosts and guests
Not all soccer is created equal
LIFESTYLES AND ENTERTAINMENT CONSIDERATIONS
The fight for attention is taking place on many fronts
Univision is expanding ways of delivering content
Figure 23: Univision Facebook posts for La Gata soap opera and Real America with Jorge Ramos, October-November 2019
Telemundo streaming its content for free after waiting period
Disney+ has the ingredients Hispanics like
Figure 24: Disney+ online ads, November 2019
There are opportunities to become part of Hispanics’ holiday celebrations
Hispanic food is part of Hispanics’ celebrations of US holidays
Figure 25: Presence of Hispanic dishes as part of Hispanics’ celebrations of holidays, by language spoken at home and household income, August 2019
Figure 26: Walmart’s Thanksgiving prepared food Facebook ad, November 2019
More affluent Spanish-dominant Hispanics feel more compelled to have holiday decorations
Figure 27: Likelihood of Hispanics buying specific holiday decorations, by language spoken at home and household income, August 2019
Hispanics’ social lives offer opportunities to connect with both hosts and guests
Figure 28: Hispanics’ attitudes toward visiting vs hosting friends/family, August 2019
More-affluent Hispanics are more enthusiastic about hosting
Figure 29: Hispanics’ attitudes toward visiting vs hosting friends/family, by language spoken at home and household income, August 2019
There is more than soccer when connecting through sports
Hispanics’ interest in soccer is fragmented
Figure 30: Hispanics’ interest in sports – Last 12 months, indexed to all, April 2018-June 2019
Hispanics’ sports participation declines with age
Figure 31: Top sports Hispanics practice – Last 12 months (including teens), by age, April 2018-June 2019
THE CONSUMER – WHAT YOU NEED TO KNOW 
Friends and family play an important role in Hispanics’ leisure time activities
Hispanics associate live TV and streaming services with different types of content
Hispanics are avid moviegoers
Hispanics keep on going to the mall
Hispanics exercise to tackle both physical and mental issues
TOP LEISURE ACTIVITIES
Social and content-related activities consume most of Hispanics’ time
Figure 32: Hispanics’ past three month leisure time activities, August 2019
Hispanics in different segments have different leisure priorities
Figure 33: Hispanics’ past three month leisure time activities, by attitudinal segments, August 2019
Household income influences Hispanics’ engagement with paid activities
Figure 34: Hispanics’ past three month leisure time activities, by language spoken at home and household income, August 2019
CONTENT SOURCES
Spanish-dominant Hispanics welcome more content options
Figure 35: Hispanics’ attitudes toward more content options, by language spoken at home, August 2019
Younger Hispanics more likely to be overwhelmed with more options
Figure 36: Hispanics’ attitudes toward more content options, by age, August 2019
Live events to keep live TV going
Figure 37: Correspondence analysis – Symmetrical map – Content consumption, August 2019
Figure 38: Hispanics’ association of types of content and content channels, August 2019
MOVIE THEATER VISITATION
Hispanics overindex for visiting movie theaters more frequently
Figure 39: Number of times Hispanics went to the movies – Last 90 days, indexed to all, April 2018-June 2019
Movie theaters offer an engaging atmosphere to Hispanics
Figure 40: Hispanics’ attitudes toward ads in movie theaters, indexed to all, April 2018-June 2019
Hispanics overindex for watching family-oriented movies
Figure 41: Types of movies Hispanics usually see, indexed to all, April 2018-June 2019
Hispanic teens are avid moviegoers
Figure 42: Number of times Hispanic teens went to the movies – Last 90 days, indexed to all teens, April 2018-June 2019
Figure 43: Reasons why Hispanic teens see movies, indexed to all teens, April 2018-June 2019
SHOPPING MALL VISITATION
Hispanics visit malls multiple times per month
Figure 44: Hispanics’ mall visitation frequency in past 12 months, indexed to all, August 2019
Younger Hispanics drive mall visitation
Figure 45: Hispanics’ mall visitation frequency in past 12 months – Once a month or more often, by age, August 2019
Spanish-dominant Hispanics embrace mall visitation
Figure 46: Hispanics’ mall visitation frequency in past 12 months – Once a month or more often, by language spoken at home and household income, August 2019
REASONS FOR VISITING MALLS
Malls are a meeting point
Figure 47: Reasons why Hispanics go to the mall, indexed to all, August 2019
Reasons worth highlighting – TURF analysis
Figure 48: TURF analysis – Reasons why Hispanics go to the mall, August 2019
Figure 49: TURF analysis table – Reasons why Hispanics go to the mall, August 2019
Gift/holiday shopping brings older Hispanic men to the mall
Figure 50: Incidence of Hispanics going to the mall for specific store and gift/holiday shopping, by gender and age, August 2019
More-affluent Spanish-dominant Hispanics more likely to embrace malls beyond shopping
Figure 51: Reasons why Hispanics go to the mall, by language spoken at home and household income, August 2019
Visiting the mall is a family activity
Figure 52: Reasons why Hispanics go to the mall, by presence of children in the household and their age, August 2019
WORKING OUT 
Hispanics exercise for both body and mind
Figure 53: Reasons why Hispanics exercise, August 2019
Figure 54: Reasons why Hispanics exercise – Select reasons, by attitudinal segments, August 2019
Exercising to relieve stress and lose weight more common among Hispanic women
Figure 55: Reasons why Hispanics exercise – Relieve stress and lose weight, by gender and parental status, August 2019
Weight and appearances can encourage those who are inactive
Figure 56: What would get Hispanics who don’t exercise to start, August 2019
Hispanic women more likely than men to react to the right triggers
Figure 57: What would get Hispanics who don’t exercise to start, by gender and age, August 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Abbreviations and terms
Abbreviations
Terms
A note about acculturation
TURF methodology
Correspondence analysis methodology
APPENDIX – CONSUMER DATA
Figure 58: How Hispanics access the internet at home, by household income, April 2018-June 2019
Figure 59: How Hispanics access the internet at home, by language spoken at home, April 2018-June 2019
Figure 60: Hispanics’ interest in sports – Last 12 months, by age, April 2018-June 2019
Figure 61: Hispanics’ interest in sports – Last 12 months, by household income, April 2018-June 2019
Figure 62: Hispanics’ interest in sports – Last 12 months, by language spoken at home, April 2018-June 2019