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Hispanic Consumers and Financial Services - US - July 2013

Published By :

Mintel

Published Date : Jul 2013

Category :

Banking

No. of Pages : 90 Pages


Engaging with underbanked Hispanics is not a one-off process. Hispanics who do begin using banking products need to be convinced of their ongoing value in order to stay engaged. In addition, Hispanics who do use some banking products can always be educated about other products that they might not be utilizing to their maximum benefit. Marketers can target specific Hispanic goals to tap into Hispanic optimism that is both engrained in the culture but also growing with the economic recovery.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Underserved Hispanic market presents untapped opportunity
Figure 1: Incidence of banking and investment product usage, by race/Hispanic origin, October 2011-November 2012
Nearly one-third of Hispanic consumers are underbanked
Figure 2: Percentage of population that is unbanked/underbanked consumers, by race/Hispanic origin, 2011
Figure 3: Level of optimism about household financial situation, by race/Hispanic origin, 2007-12
More than 70% of Hispanics are without a retirement plan
Figure 4: Incidence of retirement savings plan ownership, Hispanics by income, March 2013
Hispanics approaching retirement lack funds
Figure 5: Reasons for not having a retirement plan, Hispanics without a retirement plan by age, March 2013
Buying home, paying debt, and saving are top goals
Figure 6: Financial goals over the next two to three years, Hispanics overall, March 2013
Hispanics seek financial information from friends/family
Figure 7: Sources used for financial information, Hispanics overall, March 2013
What we think

Issues and Insights
How can institutions engage with an underserved Hispanic market?
Insight: prepaid debit cards are attracting new relationships
What about increasing Hispanic use of more sophisticated, beneficial products?
Insight: Education on product benefits is in order
How can marketers make the most of Hispanic optimism?
Insight: Focus on specific goals and how products can help attain them

Trend Applications
Trend: Return to the Experts
Trend: Prepare for the Worst
Mintel Futures: Access Anything, Anywhere

Competitive Context
Key points
Opportunity to increase debit card use among less-acculturated Hispanics
American Express popular way to send money for young Hispanics
Figure 8: Remittance services used in last 12 months, by age, October 2011-November 2012

Overview of the Hispanic Consumer
Key points
Hispanic purchasing power projected to reach nearly $1.7 trillion
Figure 9: Purchasing power, by race/Hispanic origin, 1990-2017
Hispanic household income lags Whites and Asians
Figure 10: Median household income, by race/Hispanic origin of householder, 2011
Hispanic male median personal income improved in 2011
Figure 11: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
Hispanic unemployment rates declining
Figure 12: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
Hispanics among the fastest-growing population segments in the U.S.
Hispanics are overwhelmingly young
Figure 13: Generation profile, Hispanics versus non-Hispanics, 2011
Hispanic households larger than non-Hispanic households
Figure 14: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
Figure 15: Households, by number of people in the household—Hispanics versus all, 2011
Hispanic households have younger children
Figure 16: Households with children, by race and Hispanic origin of householder, 2012
Figure 17: Households, by race of householder and presence and ages of children, 2011
Hispanic educational attainment generally high school or lower
Figure 18: Educational attainment of Hispanic men, by age, 2011
Figure 19: Educational attainment of Hispanic women, by age, 2011
Hispanics overwhelmingly reside in Southern and Western America
Figure 20: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Immigration is declining—but immigration reform may present an opportunity
Figure 21: Estimates of the U.S. unauthorized immigrant population, 2000-11

Financial Lives of Hispanics
Key points
Nearly one-third of Hispanic consumers are underbanked
Figure 22: Percentage of unbanked and underbanked consumers, by race/Hispanic origin, 2011
Remittances to Latin America represent $61 billion market
Figure 23: Remittances to Latin America and the Caribbean, 2001-12
Hispanics optimistic about their financial future
Figure 24: Economic outlook for next 12 months, by race/Hispanic origin, October 2011-November 2012
Young Hispanics say their situation has improved the most
Figure 25: Economic situation over last 12 months, October 2011-November 2012
Hispanic households have less-established credit
Figure 26: Risk scores - Vantagescore groups, by Hispanic origin, October 2011-November 2012

Financial Product Ownership
Key points
Hispanics under-utilize banking products vs. non-Hispanics
Figure 27: Incidence of ownership of financial products, by race/Hispanic origin, October 2011-November 2012
Less-acculturated Hispanics most likely to be underbanked
Figure 28: Incidence of ownership of financial products, by Hispanic origin and languages spoken in home, October 2011-November 2012
More than half of Hispanics own debit cards
Figure 29: Incidence of debit card ownership, by race/Hispanic origin, October 2011-November 2012
Figure 30: Incidence of debit card ownership, by Hispanic origin and languages spoken in home, October 2011-November 2012
Hispanics are more frequent debit card users
Figure 31: Debit cards—frequency of usage in last 30 days, by race/Hispanic origin, October 2011-November 2012
Hispanics less likely to have any type of loan
Figure 32: Incidence of loan ownership by type, by race/Hispanic origin, October 2011-November 2012
Three-quarters of Hispanics do not have investments
Figure 33: Ownership of Investments, by race/Hispanic origin, October 2011-November 2012
With increased acculturation, more ownership of common investments
Figure 34: Ownership of investments, by Hispanic origin and languages spoken in home, October 2011-November 2012
Value of Hispanic investment accounts approximately $40K
Figure 35: Total amount in investment accounts for those who own investments, by race/Hispanic origin, October 2011-November 2012

Financial Product Usage
Key points
Nearly four out of five Hispanics use debit cards
Figure 36: Financial products used in past 12 months, Hispanics by gender, March 2013
Young Hispanics more likely to be underbanked
Figure 37: Financial products used in past 12 months, Hispanics by age, March 2013
With more household income, more financial product use
Figure 38: Financial products used in past 12 months, Hispanics by household income, March 2013
Less-acculturated Hispanics underbanked
Figure 39: Financial products used in past 12 months, Hispanics by language spoken in the home, March 2013
Hispanics using savings account to reach goals
Figure 40: Financial products used in past 12 months, Hispanics by financial goals over the next 2-3 years, March 2013

Retirement Savings Accounts
Key points
Seven in 10 Hispanics without a retirement plan
Figure 41: Incidence of retirement plan ownership, Hispanics by gender, March 2013
Retirement plan more likely with increased household income
Figure 42: Incidence of retirement plan ownership, Hispanics by household income, March 2013
Half of 45-54 year old Hispanic respondents don’t have enough money for retirement
Figure 43: Reasons for not having a retirement savings plan, Hispanics by age, March 2013
Hispanics have conflicting goals
Figure 44: Reasons for not having a retirement savings plan, Hispanics by financial goals over the next two to three years, March 2013
Retirement account holders most likely to look to bank or employer for information
Figure 45: Sources of financial information for those who have retirement savings accounts, Hispanics, March 2013
Half of Hispanics who get financial information from TV in Spanish haven’t thought about retirement
Figure 46: Sources of financial information for those who do not have retirement savings accounts, Hispanics, March 2013

Remittance Behavior
Key points
Remittance behavior remains the same for many
Figure 47: Increase/decrease in amount sent to Latin America, Hispanics who have sent money in last 12 months, March 2013
Older Hispanics more likely to send money
Figure 48: Increase/decrease in amount sent to Latin America, Hispanics who have sent money in last 12 months, by age, March 2013
Less-affluent Hispanics in fact sending more
Figure 49: Increase/decrease in amount sent to Latin America, Hispanics who have sent money in last 12 months, by household income, March 2013
Banks facing competition from new technologies
Figure 50: Remittances services used, Hispanics overall March 2013

Short-term Financial Goals
Key points
Buying home, paying debt, saving top goals
Figure 51: Financial goals over the next two to three years, Hispanics by gender, March 2013
Financial goals are largely determined by age
Figure 52: Financial goals over the next two to three years, Hispanics by age, March 2013
More acculturated Hispanics want to save for college
Figure 53: Financial goals over the next two to three years, Hispanics by language spoken in the home, March 2013

Sources of Financial Information
Key points
Hispanics look to friends/family for information and advice
Figure 54: Preferred sources of financial information, Hispanics overall, March 2013
Young consumers value friends/family over internet
Figure 55: Preferred sources of financial information, Hispanics by age, March 2013
Increased income prompts more diverse search for information
Figure 56: Preferred sources of financial information, Hispanics by household income, March 2013
Spanish-language media relevant for less-acculturated Hispanics
Figure 57: Preferred sources of financial information, Hispanics by language spoken in the home, March 2013

Marketing Strategies
Key points
Bank of America emphasizes retail branches
Figure 58: Banking institutions used in last 12 months, by race/Hispanic origin, October 2011-November 2012
Figure 59: Bank of America “The Boys” television ad, 2013
MasterCard partners with Univision to gain maximum exposure
TD Bank markets human element to banking and service
Figure 60: TD Bank “America’s most convenient bank” television ad, 2012
Wells Fargo emphasizes Spanish-speaking representatives
Figure 61: Wells Fargo television ad, 2013
Chase markets Blue Liquid prepaid debit card to Hispanic audiences
Figure 62: Chase Bank “Blue Liquid” television ad, 2013

Appendix – Other Useful Consumer Tables
Figure 63: Incidence of retirement plan ownership, by age, March 2013
Figure 64: Incidence of retirement plan ownership, by language spoken in the home, March 2013
Figure 65: Reasons for not having a retirement plan, by gender, March 2013
Figure 66: Reasons for not having a retirement plan, by language spoken in the home, March 2013
Figure 67: Financial goals for next two to three years, by household income, March 2013
Figure 68: Frequency of usage of sources of financial information, March 2013

Appendix – Trade Associations

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