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Marketing to Hispanic Moms - US - September 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Hispanic moms have different parenting approaches based on employment status
Figure 1: Characteristics of Hispanic moms, by employment status, July 2017
Keeping things under control
Figure 2: Hispanic moms’ survival – Select tasks, indexed to all moms, July 2017
“I love you” is expressed in many ways
Figure 3: Hispanic moms’ top priorities, indexed to all moms, July 2017
The opportunities
Anticipate changes
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
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
Figure 6: Hispanic moms’ attitudes toward motherhood responsibilities, by age, July 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
There are almost 7 million Hispanic moms in the US
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
Figure 8: Presence of children in household, by race and Hispanic origin, 2016
Hispanic moms have children earlier
Figure 9: Average age of mother at first birth, by Hispanic origin, 1990-2015
MARKET PERSPECTIVE
Hispanic moms are optimistic about the future
Figure 10: Mom’s perception of economic outlook – Past 12 months and coming 12 months, by Hispanic origin, January 2016-March 2017
Figure 11: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-June 2017
The majority of Hispanic moms are bilingual
Figure 12: Language Hispanic moms speak at home, January 2016-March 2017
Hispanic moms are key to keep Hispanics bicultural
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
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
Working moms’ income makes the difference
Figure 17: Hispanic moms’ employment status, by household income, July 2017
Hispanic moms who work full-time (45%)
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%)
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%)
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 
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
Spanish-dominant Hispanic moms want information
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
Figure 22: Attitudes toward TV advertising, by Hispanic origin and language spoken at home, January 2016-March 2017
Look to Latin America for ideas
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?
Figure 24: Attitudes toward shopping with children, by Hispanic origin and language spoken at home, January 2016-March 2017
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 
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
Moms want to keep things under control
Figure 26: Hispanic moms’ survival, indexed to all moms, July 2017
Moms’ needs change along with those of their children
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
Figure 28: Hispanic moms’ survival, by level of acculturation, July 2017
Full-time working moms need more hours in the day
Figure 29: Hispanic moms’ need for help with grocery shopping and entertaining children, by employment status, July 2017
MOMS’ PRIORITIES
Hispanic moms need to communicate their love to their children
Figure 30: Hispanic moms’ priorities, indexed to all moms, July 2017
The mom/children dynamic differs by level of acculturation
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
Figure 32: Hispanic moms’ priorities, by employment status, July 2017
CHANGES THAT COME WITH MOTHERHOOD
Children help Hispanic moms to put things into context
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
Figure 34: Net change in Hispanic moms’ activities with arrival of children, by Hispanic origin, July 2017
Changing Hispanic moms’ perspective on finances
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
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
Figure 37: Net change in Hispanic moms’ likelihood to clean house regularly, by level of acculturation, July 2017
TARGETING MOMS
There has to be a story
Figure 38: Targeting Hispanic moms, Indexed to all moms, May 2017
Stories matter
Figure 39: TURF analysis – What Hispanic moms like in advertising, May 2017
Figure 40: Table – TURF analysis – What Hispanic moms like in advertising, May 2017
MOMS’ ATTITUDES TOWARD MOTHERHOOD RESPONSIBILITIES
Motherhood responsibilities trump anything else
Figure 41: Hispanic moms’ attitudes toward motherhood responsibilities, indexed to all moms, July 2017
Less-acculturated Hispanic moms are less likely to be overwhelmed
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
Figure 43: Hispanic moms’ attitudes toward motherhood responsibilities, by employment status, July 2017
MOMS’ USE OF TECHNOLOGY IN MOTHERHOOD
Hispanic moms’ use of social media for motherhood is moderate
Room to grow for mobile apps
No regrets about smartphone usage
Figure 44: Hispanic moms’ use of technology in motherhood, indexed to all moms, July 2017
Use of technology is driven by younger Hispanic moms
Figure 45: Hispanic moms’ use of technology in motherhood, by age, July 2017
Figure 46: Hispanic moms’ use of technology in motherhood, by age of children, July 2017
KIDS AND RULES
Rules are made to be broken
Figure 47: Hispanic moms’ attitudes toward rules for children, indexed to all moms, May 2017
Figure 48: Hispanic moms’ attitudes toward rules for children, by level of acculturation, July 2017
Working moms more likely to enforce rules
Figure 49: Hispanic moms’ attitudes toward rules for children, by employment status, July 2017
PRODUCT PURCHASING
Depending on the category, Hispanic moms take different approaches
What’s different?
Figure 50: Correspondence analysis – Hispanic moms’ product purchases, July 2017
Hispanic moms use the internet to find value
Figure 51: Hispanic moms’ use of the internet in product purchases, July 2017
Sales are always welcomed
Figure 52: Hispanic moms’ purchases on sale and generic alternatives, July 2017
Figure 53: Hispanic moms’ purchases on sale, by level of acculturation, July 2017
Hispanic moms ask for preferences at home
Children’s opinions count
Figure 54: Influence of others on Hispanic moms’ purchases, July 2017
Figure 55: Likelihood of Hispanic moms asking for kids’ preferences, by age of the children, July 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Terms
Correspondence analysis – Methodology
A note on acculturation

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