Author: Mintel Group Ltd.
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Hispanic Lifestyles and Entertainment - US - April 2015
Scope and Themes
 
What you need to know
At an estimated $49.4 billion, Hispanics’ expenditures on entertainment have grown steadily, increasing by 40% over the five years 2009 to 2014, and are expected to continue growing at a healthy pace over the next five years. This growth is fueled by factors such as population growth, increasing purchase power, and a market that is becoming more bicultural and tech savvy.

Hispanics devote most of their leisure time to activities with their families, while also aiming to have some time for themselves. At home, their main leisure activities orbit around content consumption – both offline and online. Outside home, dining out and shopping for fun are the most common off-duty activities. Input from their family, children, and friends are central to Hispanics decisions regarding how to spend their leisure time.

This is the first report that Mintel has produced on Hispanic lifestyles and entertainment. However, readers may also be interested in Mintel’s The Shopping Experience of Hispanic Consumers – US, April 2014, Hispanic Consumers and Social Media – US, June 2014, Hispanics and American Culture and Identity – US, July 2014, Black Consumers’ Lifestyles and Entertainment – US, April 2015 and Asian American Lifestyles and Entertainment – US, September 2014.

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

Definition
This report offers an overview of Hispanics’ lifestyles and entertainment. Its coverage includes: main in-home activities and out-of-home activities, as well as factors and attitudes that affect how Hispanics decide what activities to do and which events to attend. Where applicable, findings are analyzed by key demographics including age, gender, household income, language spoken at home, level of acculturation, and region.

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

Data sources
Expenditure data
Expenditure estimates are based on specific product and service categories included in Personal Consumption Expenditures developed by the US Bureau of Economic Analysis (BEA) and the Bureau of Labor Statistics' Consumer Expenditure Survey. CE Survey data was used to estimate the share of entertainment categories accounted for by different segments of the population. Dollar values are based on the BEA expenditure estimates.

Entertainment expenditures include the following categories:

●	Fees and admissions include membership dues for social, recreation, health and other clubs and cultural institutions; participant fees for sports centers and lessons; admissions to amusement parks, campgrounds, other recreational services; admissions to live entertainment, including movies, concerts, sports events; admissions to museums, movie theaters, etc.
●	Audio-visual equipment and services include television sets, radios, stereos, DVD players, digital media players, and other entertainment-related electronics and accessories, such as installation and repair; cable/satellite television and radio services; streaming media, movie rentals; video gaming hardware/software and online gaming expenditures; games, apps, ringtones for handheld devices; photo and video equipment and services.
●	Other entertainment products and services include sports equipment and supplies; recreation equipment and supplies for boating, hunting, fishing, etc., such as vehicles, guns, and ammunition; bicycles and accessories; recreational books and musical instruments.

Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through Lightspeed GMI in partnership with Offerwise to explore Hispanic consumers’ lifestyle, leisure, and entertainment behaviors at home and out socially. . Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in November 2014 among a sample of 1,000 Hispanic adults aged 18+ with access to the internet.

For this study, Mintel applies post-stratification weights to survey respondents so that results are proportionally balanced to the entire US Hispanic adult population. Please note that our surveys are conducted online in the participant’s language of choice (ie English or Spanish). Hispanics who are not online are not included in our survey results.

Mintel has also analyzed data from Experian Marketing Services, using the Simmons NHCS (National Hispanic Consumer Study). The Simmons NHCS was carried out during August 2013-September 2014, and the results are based on the sample of 24,053 adults aged 18+, including 8,063 Hispanics, with results weighted to represent the US adult population/US adult Hispanic population.

Note: When Experian Marketing Services, Simmons NHCS results are presented by language spoken at home, the sum of the sub-segments may not add to the total, due to the fact that some respondents answered “some other language.”

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Abbreviations and terms
Abbreviations
The following is a list of abbreviations used in this report:

BEA | Bureau of Economic Analyses
BLS | Bureau of Labor Statistics
BOGO | Buy one get one
CDC | Centers for Disease Control and Prevention
CPI | Consumer Price Index
MLB | Major League Baseball
NBA | National Basketball Association
NHCS | National Hispanic Consumer Study (Experian Simmons)
rsp | Retail selling price

Terms
Generations are discussed within this report, and they are defined as:

World War II/ Swing generation | Members of the WWII generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born between 1933 and 1945 and are aged 70-82 in 2014.
Baby Boomers | The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69.
Generation X | The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50.
Millennials* | The generation born between 1977 and 1994. In 2015, Millennials are between the ages of 21 and 38.
iGeneration | The generation born between 1995 and 2007. In 2015, iGens are between the ages of 8 and 20.
Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015 members of this as-yet unnamed generation are younger than age 8.

* also known as Generation Y or Echo Boomers

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:

CPI

The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.
The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates.
The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars.
Based on Bureau of Labor Statistics definition.

Acculturation
In this report Mintel includes analyses of the consumer data by level of acculturation. As defined by Merriam-Webster, acculturation is the “cultural modification of an individual, group, or people by adapting to or borrowing traits from another culture.” In other words, it is the process whereby Latinos learn about, and embrace, the mainstream culture while also maintaining their culture of origin. The acculturation algorithm developed by Mintel is based on 1) the language Hispanics speak at home and 2) the culture Hispanics consider that is most dominant in their lives – the American or the Hispanic culture. Results of the algorithm indicate that the bicultural segment is the largest segment, followed by the unacculturated segment. The smallest of all three is the acculturated segment. The following outlines some demographic information that helps put the acculturation groups into context:

●	Unacculturated Hispanics (~30%) skew female and tend to have a lower household income. While they are distributed across all ages, they are more likely to be in the 25-34 age range. The majority are born outside the US. They tend to live in urban settings.
●	Bicultural Hispanics (~50%) skew male and tend to be younger. Bicultural Hispanics are distributed across all ages. They skew slightly US-born. They live primarily in urban settings. This is the segment that is projected to grow the most as the Hispanic demographic as a whole becomes more bicultural.
●	Acculturated Hispanics (~20%) tend to be young; over-indexing among Hispanics aged 18-24. They tend to live in households with higher household incomes, and are almost equally likely to be male or female. The majority are US-born. They are more likely than any of the other groups to live in the suburbs.

For further information about acculturation, please refer to the Acculturation section of this report.

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