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Hispanic Attitudes toward Advertising - US - October 2013

Published By :

Mintel

Published Date : Oct 2013

Category :

Advertising and Marketing

No. of Pages : 107 Pages

The Hispanic population continues to experience growth, primarily due to high birthrates, and this will have a significant impact on the makeup of America. Hispanics will likely experience some tension between coming of age in American society and growing accustomed to the American way of life while concurrently wanting to hold on to their Hispanic traditions and beliefs.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

Demographic profile
Figure 1: Hispanics, by country of origin/heritage, 2010
Buying Power
Figure 2: Purchasing power, by race/Hispanic origin, 1990-2017
The consumer
Figure 3: General attitudes toward advertising, by race/ethnicity, 2013
Figure 4: Receptivity to TV and movie theater ads, by race/ethnicity, 2013
Figure 5: Hispanic attitudes toward targeted advertising, by language preference, July 2013
Figure 6: Impact of cultural relevance in advertising, by language preference, July 2013
Figure 7: Effectiveness of advertising in-language, by language preference, July 2013
Figure 8: Effectiveness of advertising channels among Hispanics, by media outlet, July 2013
Cluster analysis
Figure 9: Target clusters, July 2013
Cultural Mavens
Pro Americanas
Ethnic Explorers
What we think

Issues and Implications

How will biculturalism impact the effectiveness of advertising to Hispanics?
What impact will retro-acculturation have on marketers?
How important is it for marketers to showcase a wide array of Hispanics in their advertising?

Trend Application

Trend: Moral Brands
Trend: The Real Thing
Futures trend: Generation Next

Demographic Profile of US Hispanics

Key points
Figure 10: Population, by race/Hispanic origin, 2008-18
Figure 11: Population, by race/Hispanic origin, 1970-2020
Figure 12: Asian, Black, and Hispanic populations, 1970-2020
Birthrates
Figure 13: Distribution of births, by race and Hispanic origin of mother, 2000-10
The Hispanic and non-Hispanic population
The Hispanic and total US population by age
Figure 14: US Hispanic population, by age, 2008-18
Figure 15: US population, by age, 2008-18
The Hispanic and total US population by gender
Women
Figure 16: Hispanic women, by age, 2008-18
Figure 17: Total US female population, by age, 2008-18
Men
Figure 18: Hispanic men, by age, 2008-18
Figure 19: Total US male population, by age, 2008-18
Generations
Hispanics by generation
Figure 20: Generations—Hispanics versus non-Hispanics, 2011
Marital status
Figure 21: Marital status of those aged 18+, by race and Hispanic origin, 2011
Hispanics by country of origin/heritage
Figure 22: Hispanic population, by country of origin/heritage, 2000-10
Figure 23: Hispanics, by country of origin/heritage, 2010
Hispanics by geographic concentration
Figure 24: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Figure 25: Hispanic population, by region of residence, 2000-10
Figure 26: Infographic of Hispanic population, by region of residence, 2000-10
Figure 27: Top 10 places* with highest number of Hispanics, 2010
Figure 28: Top 10 places* with the largest share of Hispanics, 2010
States with the most Hispanic population growth
Figure 29: States ranked by change in Hispanic population, 2000-10
Figure 30: Infographic of five states with the highest growth rates for Hispanic populations, 2000-10
Key Hispanic metropolitan areas
Figure 31: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Figure 32: US Hispanic households, by metropolitan status, 2006-11
Acculturation
What is acculturation?
Why is level of acculturation important?
Levels of acculturation
Figure 33: Hispanics, by acculturation and assimilation level, 1998-2008
What is retroacculturation?

Buying Power of US Hispanics

Key points
Figure 34: Purchasing power, by race/Hispanic origin, 1990-2017
Figure 35: Purchasing power, by race/Hispanic origin, 1990-2017
Figure 36: Top 10 states ranked by share of Hispanic buying power, 2012
Figure 37: Top 10 states ranked by dollar amount of Hispanic buying power, 2012
US household income distribution
Figure 38: Median household income, by race/Hispanic origin of householder, 2011
Hispanic income levels
Figure 39: Top 10 states ranked by total dollar amount for Hispanic disposable income, 2010

General Attitudes toward Advertising

Key points
Language preferences drive entertainment value and ad effectiveness
Figure 40: Receptivity to advertising—by language preference, July 2013
Hispanics expect ads to be both entertaining and educational
Figure 41: General attitudes toward advertising, by race/ethnicity, 2013
Hispanics are more receptive to TV ads than are White consumers
Figure 42: Receptivity to TV and movie theater ads, by race/ethnicity, 2013
Hispanic women like ads that have entertainment value
Figure 43: General attitudes toward advertising and media, by gender, 2013

Cultural Relevance in Advertising

Key points
Hispanics want to see greater diversity in advertising
Figure 44: Preference for Hispanic/Latino people in advertising, Hispanics by age, July 2013
Figure 45: Preference for Hispanic/Latino people in advertising, by language preferences, July 2013
Hispanics don’t believe they are accurately depicted in advertising
Figure 46: Hispanics’ attitudes toward targeted advertising, by language preferences, July 2013
Level of education indicates cultural affinity
Figure 47: American and Hispanic cultural activities, by education level, July 2013
Spanish dominant Latinos strive to hold on to their traditions
Figure 48: American and Hispanic cultural activities, by education level, July 2013
Advertising may be missing the mark with Spanish dominant Hispanics
Figure 49: Impact of cultural relevance and language in advertising, by language preferences, July 2013
Beauty and personal care, restaurants, food and beverage among top industries for positive portrayal of Hispanics
Figure 50: Industries that portray Hispanics in a positive way, by language preference, July 2013
Spanish dominant Hispanics value advertising that is in-language
Figure 51: Effectiveness of advertising in-language, by language preferences, 2013

Receptivity to Advertising by Media Channel

Key points
TV and print are effective in garnering attention among Hispanics
Figure 52: Most effective advertising and marketing channels among Hispanics, summary by media outlet
Both traditional and nontraditional media have attention- and interest-garnering abilities
Figure 53: Most effective advertising and marketing outlets among Hispanics, July 2013
Nontraditional media gets attention from younger Hispanics
Figure 54: Most effective advertising and marketing outlets—nontraditional media, by age, July 2013
Internet advertising is more effective among Hispanics than general market
Figure 55: Effectiveness of online advertising, by race/ethnicity, 2013
Outdoor advertising draws Hispanics more than the general market
Figure 56: Effectiveness of outdoor advertising, by race/ethnicity, 2013
Product placement grabs the attention of Hispanic consumers
Figure 57: Attitudes toward product placement, by race/ethnicity, 2013
Store fliers, aisle markers and signs are highly effective
Figure 58: Effectiveness of in-store advertisements when shopping, Hispanics by gender, 2013
Online ads and coupons more effective at driving sales
Figure 59: Effectiveness of in-store electronic/digital advertising while shopping, by gender, 2013
Latinas want to experience products before buying
Figure 60: Effectiveness of in-store product sampling and demonstrations, by gender, 2013

Cluster Analysis

Cluster methodology
Figure 61: Distribution of target clusters, July 2013
Cluster number one: Cultural Mavens
Demographics
Figure 62: Demographic profile of Cultural Mavens cluster, July 2013
Characteristics
Opportunity
Cluster number two: Pro Americanas
Figure 63: Demographic profile of Pro Americanas cluster, July 2013
Characteristics
Opportunity
Cluster number three: Ethnic Explorers
Figure 64: Demographic profile of Ethnic Explorers cluster, July 2013
Characteristics
Opportunity
Cluster tables
Figure 65: Preference for Hispanic/Latino people and language in advertising, by target cluster, July 2013
Figure 66: General attitudes toward advertising, by target cluster, July 2013
Figure 67: Industries that portray Hispanics in a positive way, by target clusters, July 2013
Figure 68: Most effective advertising and marketing outlets [get your attention], by target clusters, July 2013
Figure 69: Most effective advertising and marketing outlets [pique your interest in the product/service], July 2013
Figure 70: Most effective advertising and marketing outlets [get you to buy the product/service], July 2013
Figure 71: Most effective advertising and marketing outlets [none of these], July 2013

Marketing Strategies

Industry Overview
Brand Analysis: Hola Mexico Film Festival – Adios Cliches, Hola Mexico
Figure 72: Adios Cliches, Hola Mexico campaign, 2012
Brand Analysis: Denny’s—The Skillet Whisperer
Figure 73: Denny’s The Skillet Whisperer, 2012
Brand Analysis: Converse – “Highways Reclaimed”
Figure 74: Converse – “Highways Reclaimed”, 2013
Brand Analysis: California Milk Processor Board – “Bedtime Stories”
Figure 75: California Milk Processor Board – “Bedtime Stories”

Appendix – Other Useful Consumer Tables

General attitudes toward advertising
Figure 76: General attitudes toward advertising, overall, July 2013
Figure 77: General attitudes toward advertising, by age, July 2013
Figure 78: General attitudes toward advertising, by household income, July 2013
Figure 79: General attitudes toward advertising, by household size, July 2013
Figure 80: General attitudes toward advertising, by education, July 2013
Cultural relevance in advertising
Figure 81: Preference for Hispanic/Latino people and language in advertising, overall, July 2013
Figure 82: Preference for Hispanic/Latino people and language in advertising, by gender, July 2013
Figure 83: Preference for Hispanic/Latino people and language in advertising, by household income, July 2013
Figure 84: Preference for Hispanic/Latino people and language in advertising, by household size, July 2013
Figure 85: Preference for Hispanic/Latino people and language in advertising, by education, July 2013
Figure 86: Preference for Hispanic/Latino people and language in advertising, by education, July 2013
Figure 87: Agreement that industry portrays Hispanics in positive way, by gender, July 2013
Figure 88: Agreement that industry portrays Hispanics in positive way, by age, July 2013
Figure 89: Agreement that industry portrays Hispanics in positive way, by household income, July 2013
Receptivity to advertising by media channel
Figure 90: Most effective advertising and marketing outlets, overall by engagement/purchase behavior, July 2013
Figure 91: Most effective advertising and marketing outlets, by gender, July 2013
Figure 92: Most effective advertising and marketing outlets, by age, July 2013
Figure 93: Most effective advertising and marketing outlets, by household income, July 2013

Appendix – Trade Associations

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