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Family Dynamics of Hispanics - US - May 2015

Published By :

Mintel

Published Date : May 2015

Category :

Lifestyle

No. of Pages : 113 Pages

Family unity is important to Hispanics. Tensions caused by different levels of acculturation and levels of English proficiency under the same roof are minimized by the level of attachment that Hispanics have to their families. Even when younger Hispanics look for their own identity, they do it from home as they are not in a rush to live on their own.
Table of Content

Scope and Themes

What you need to know
Definition
Consumer survey data
Terms
A note on acculturation

Executive Summary

There are almost 16 million Hispanic households in the US
Figure 1: US households, by Hispanic origin, and characteristics of Hispanic households, 2014
All the weight of housework is on the backs of adult Hispanics …
Figure 2: Correspondence Analysis – Hispanic household division of labor, March 2015
…and by “Hispanic adults,” that means mainly Hispanic women
Figure 3: Hispanic household division of labor, by gender, March 2015
Family traditions are important, with caveats
Figure 4: Hispanics’ attitudes toward family – Any agree, March 2015
Trial and error common in Hispanic parenting
Figure 5: Hispanics’ attitudes toward parenting, March 2015
Balancing both cultures creates some tension at Hispanic households
Figure 6: Hispanics’ attitudes toward children, by level of acculturation March 2015
Hispanic women more likely to want their homes cozy
Figure 7: Hispanics’ attitudes toward home, by age and gender, March 2015
Split power in Hispanic households
Figure 8: Hispanics’ attitudes toward household dynamics, by gender and age, March 2015
What we think

Issues and Insights

Hispanic women maintain household wellbeing
The issues
The implications
Hispanics make important decisions jointly
The issues
The implications
Spanish and English language, as well as American and Hispanic culture co-exist under the same roof
The issues
The implications

Trend Application

Trend: Life – An Informal Affair
Trend: FSTR HYPR
Trend: Let Kids be Kids

Hispanic Households by the Numbers

Key points
There are almost 16 million Hispanic households in the US
Figure 9: Number of households in the United States, by Hispanic origin, 2014
Hispanics live in larger households
Figure 10: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Hispanic households more likely to include children
Figure 11: Presence of children in household, by race and Hispanic origin, 2014
Share of Hispanics living with spouse/significant other is consistent with US as a whole
Figure 12: Incidence of married couples and cohabiting couples, by race and Hispanic origin, 2014
Hispanics in no rush to leave home right after high school
Figure 13: Incidence of Hispanics living with spouse/significant other and parents, by age March 2015
Space may dictate the frequency of friend’s visits
Figure 14: Friends visiting Hispanic households, by household income, March 2015
Hispanics are dog people
Figure 15: Presence of pets at Hispanic households, by level of acculturation, March 2015
Hispanic households with children more likely to have pets
Figure 16: Presence of pets at Hispanic households, by presence of children in household, March 2015

Division of Labor

Key points
Mindfulness of appearances and love prompt Hispanics to keep their homes in order
Hispanic men’s empathy grows with time
Girls not helping much more than boys
Figure 17: Hispanics’ attitudes toward household chores, by gender and age, March 2015
Correspondence analysis
Methodology
Hispanic adults take all the weight of housework upon themselves
Figure 18: Correspondence Analysis – Hispanic household division of labor, March 2015
Figure 19: Hispanic household division of labor, March 2015
Hispanic women more likely to do most housework activities
Figure 20: Hispanic household division of labor, by gender, March 2015
Hispanic men recognize that women do a lot, Hispanic women downplay what Hispanic men do
Figure 21: Hispanic household division of labor, comparison of male and female responses, March 2015

Family Ties

Key points
Hispanics have a close relationship with their families
Figure 22: Hispanics’ attitudes toward family, March 2015
The appeal of family increases with age
Figure 23: Hispanics’ attitudes toward family, by age, March 2015
Perception of extended family support increases with age
Figure 24: Hispanics’ attitudes toward extended family, by age, March 2015
Family traditions are important with caveats
Figure 25: Hispanics’ attitudes toward family – Any agree, March 2015
Unacculturated and bicultural Hispanics more family-oriented, acculturated Hispanics more individualistic
Figure 26: Hispanics’ attitudes toward family – Any agree, by level of acculturation, March 2015

Parenting

Key points
Trial and error common in Hispanic parenting
Figure 27: Hispanics’ attitudes toward parenting, March 2015
Monitoring children’s activities more common as Hispanics get older
Figure 28: Hispanics’ attitudes toward parenting – Monitoring activities and teaching to be independent, by level of acculturation March 2015
Acculturation prompts more comparison
Figure 29: Hispanics’ attitudes toward parenting – Children deserve the best and wanting children to have things Hispanics couldn’t have, by level of acculturation, March 2015
Hispanic women set boundaries and discipline children at home
Figure 30: Hispanics’ attitudes toward parenting – Confiding, setting boundaries and being strict, by age and gender, March 2015
Hispanic parents underestimate the influence of their children
Figure 31: Hispanics’ attitudes toward parenting – Children’s influence, by level of acculturation, March 2015
Rewarding children for good behavior more prevalent among bicultural and acculturated Hispanics
Figure 32: Hispanics’ attitudes toward parenting – Rewarding children, by level of acculturation March 2015

When Cultures Collide Under One Roof

Key points
Spanish and English mixed under the same roof
Figure 33: Language Hispanics speak at home, by age, November 2013-December 2014
Children speaking only English brings in some tension
Hispanic parents willing to help their children to balance both cultures
Figure 34: Kraft Macaroni & Cheese “Realización” commercial, April 2013
Unacculturated and bicultural Hispanics aspire to attend college
Figure 35: Hispanics’ attitudes toward children, by level of acculturation March 2015

The Meaning of Home

Key points
Hispanic women more likely to want their homes cozy
Figure 36: Hispanics’ attitudes toward home, by age and gender, March 2015
Higher household income allows for home improvements and more frequent guests
Figure 37: Hispanics’ attitudes toward home, by household income, March 2015
Hispanics spend most of their time at home in the family room
Figure 38: Room in the house where Hispanics spend more time in (family room vs kitchen), by household income, March 2015
About half of Hispanics always leave the TV on
Figure 39: Incidence of Hispanics leaving TV on as background noise (in English vs Spanish), by level of acculturation, March 2015

Balance of Power and Buying Decisions

Key points
Split power at Hispanic households
Figure 40: Hispanics’ attitudes toward household dynamics, by gender and age, March 2015
Important decisions are made jointly
Figure 41: Past 12 month purchase decisions made by Hispanics and who decided, November 2013-December 2014

Appendix – Buying Power of US Hispanics

Key points
Hispanics’ purchasing power growth between 1990 and 2019 is projected to be 687%
Figure 42: Purchasing power, by race/Hispanic origin, 1990-2019
Figure 43: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2014
Figure 44: Top 10 states ranked by dollar amount of Hispanic buying power, 2014
US household income distribution
Figure 45: Median household income, by race and Hispanic origin of householder, 2013

Appendix – Demographic Profile of US Hispanics

Key points
Population trends
Figure 46: Population, by race and Hispanic origin, 2010-20
Hispanic share of births
Figure 47: Distribution of births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 48: Hispanic share of the population, by age, 2010-20
Figure 49: US share of the population, by age, 2010-20
Characteristics
Marital status
Figure 50: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 51: Marital status of Hispanics, by age, 2013
Figure 52: Gender ratio, by age and Hispanic origin, 2014
Generations
Figure 53: Generations, by Hispanic origin, 2015
Figure 54: Distribution of generations by race and Hispanic origin, 2015
Hispanics by country of origin/heritage
Figure 55: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
Figure 56: Number of tortilla-related products launched per year in the US, 1996-2013
Puerto Ricans (9% of US Hispanics)
Cubans (4% of US Hispanics)
Dominicans (3% of US Hispanics)
Central Americans (8% of US Hispanics)
South Americans (5% of US Hispanics)
Figure 57: US Hispanic population, by country of origin/heritage, 2000-10
Figure 58: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
Figure 59: Hispanic population, by region of residence, 2000-10
Figure 60: Hispanic or Latino population as a percentage of total population by county, 2010
States with the most Hispanic population growth
Figure 61: States ranked by change in Hispanic population, 2000-10
Figure 62: Percentage change in Hispanic or Latino population by county, 2000-10
Key Hispanic metropolitan areas
Figure 63: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010

Appendix – Acculturation

What is acculturation?
Figure 64: Acculturation diagram
Figure 65: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 66: Characteristics of primary acculturation levels
What is retroacculturation?

Appendix – Purchase Decisions

Food products
Figure 67: Last food products purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Clothing
Figure 68: Last clothing purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Household products
Figure 69: Last household products purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Home electronics
Figure 70: Last home electronics purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Automobile
Figure 71: Last automobile purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Household furnishings
Figure 72: Last household furnishings purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Automotive accessories
Figure 73: Last automotive accessories purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Major household appliances
Figure 74: Last major household appliance purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Sporting goods
Figure 75: Last sporting good purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014
Financial services
Figure 76: Last financial services purchase decision made at Hispanic households, by gender and language spoken at home, November 2013-December 2014

Appendix – Other Useful Tables

Household composition
Figure 77: US households, by race and Hispanic origin, 2014
Language spoken at home
Figure 78: Language Hispanics speak at home, by household income, November 2013-December 2014

Appendix – Trade Associations

Association of Hispanic Advertising Agencies (AHAA)
United States Hispanic Chamber of Commerce (USHCC)

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