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Marketing to Hispanic Moms - US - November 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
The challenges
Brands should be careful testing Hispanic moms’ loyalty
Figure 1: Hispanic moms’ attitudes toward money management, August 2018
The opportunities
Hispanic moms are willing to listen
Figure 2: Hispanic moms’ use of social media, indexed to all moms, August 2018
Disruptions are annoying – but may offer significant opportunities
Figure 3: Correspondence Analysis – Hispanic moms’ perception of types of advertising, August 2018
Understanding when family matters and when individuality matters
Figure 4: Hispanic moms’ dreams for herself, indexed to all, August 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
There are almost eight million Hispanic moms in the US
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
Figure 6: Births, by race and Hispanic origin, 2016
Figure 7: General fertility rates, by race and Hispanic origin, 2016
Hispanic moms manage larger households
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
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
Hispanic moms’ salary makes a difference
Figure 12: Hispanic moms’ employment status, by household income, April 2017-June 2018
Language barriers may prevent them from working
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
Figure 14: Hispanic moms’ attitudes toward working – support, by age of their children, August 2018
Unacculturated Hispanic moms are more likely to idealize work
Figure 15: Hispanic moms’ attitudes toward working, by level of acculturation, August 2018
MARKET PERSPECTIVE – LANGUAGE
Half of Hispanic moms are bilingual
Figure 16: Language(s) Hispanics speak at home, April 2017-June 2018
Hispanic moms are committed to teach Spanish to their children
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 
Hispanic moms are motivated by the hope their children will do great
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
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 
The art of connecting with Hispanic moms
Looking ahead…
WHAT’S HAPPENING
Connecting the old and the new
Figure 20: Bimbo Baking Memories TV commercial, July 2018
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
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
Figure 23: Goya TV ad – Growing with more than one flavor (crecer con más de un sabor), May 2017
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
Figure 25: Share of Hispanic moms who consider family reunions important, by language spoken at home, April 2017-June 2018
Figure 26: Share of Hispanic moms who celebrate Hispanic and American holidays, by language spoken at home, April 2017-June 2018
Connecting through value
Figure 27: Walmart – Stop. Drop. Shop. Falling Prices!, Acquisition e-mail, October 2018
WHAT’S NEXT
Creating online communities
Inviting Hispanic moms to relax
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Apps help Hispanic moms get a sense of control
Figure 28: Hispanic moms’ use of mobile apps, indexed to all moms, August 2018
Figure 29: Hispanic moms’ use of mobile apps, by age, August 2018
Less acculturated Hispanic moms want more control over their kids
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
Figure 31: Hispanic moms’ attitudes toward kids and technology, August 2018
MOMS’ USE OF TECHNOLOGY – SOCIAL MEDIA
Hispanic moms open to recommendations and advice on social media
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
Figure 33: Hispanic moms’ use of social media, by age, August 2018
Figure 34: Hispanic moms’ use of social media, by age of children in household, August 2018
MOMS’ MONEY MANAGEMENT
Saving is in Hispanic moms’ DNA
Figure 35: Hispanic moms’ attitudes toward money management, August 2018
Savings mentality is not linked to money concerns
Figure 36: Hispanic moms’ attitudes toward money management, by level of acculturation, August 2018
Money concerns increase with acculturation
Figure 37: Hispanic moms’ attitudes toward money management, by level of acculturation, August 2018
MOMS’ FINANCIAL DECISION MAKING DYNAMIC 
Hispanic moms less assertive when making financial decisions
Figure 38: Money management dynamic – Hispanic moms and partner/spouse, indexed to all, August 2018
Figure 39: Money management dynamic – Hispanic moms and partner/spouse, by marital status, August 2018
Figure 40: Money management dynamic – Hispanic moms and partner/spouse, by household income, August 2018
ADVERTISING ASSOCIATIONS 
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
Figure 41: Hispanic moms’ readership of Spanish-language magazines – past 6 months, by age, April 2017-June 2018
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
Figure 43: Correspondence Analysis – Hispanic moms’ perception of types of advertising, August 2018
Figure 44: How Hispanic moms perceive different types of ads, August 2018
Are streaming music services resonating among Hispanic moms?
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
Figure 46: Hispanic moms’ attitudes toward music, by level of acculturation, August 2018
MOMS’ DREAMS FOR HERSELF
Hispanic moms’ dreams keep their families in mind
Figure 47: Hispanic moms’ dreams for herself, indexed to all, August 2018
Figure 48: Hilton Hotels Corporation offer, Acquisition e-mail, October 2018
Balancing individual dreams with family oriented dreams
Age tempers dreams
Figure 49: Hispanic moms’ dreams for herself, by age, August 2018
Figure 50: Hispanic moms’ dreams for herself, by level of acculturation, August 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Correspondence analysis methodology
A note about acculturation

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