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Hispanic Lifestyles and Entertainment - US - April 2015

Published By :

Mintel

Published Date : Apr 2015

Category :

Lifestyle

No. of Pages : 126 Pages

While Hispanics spend their ‘me’ time, if any, at home, mostly consuming content, out-of-home activities typically involve friends and family. In this context, Hispanics look for events or activities with them in mind. If friends and family are not on board with the idea, Hispanics may simply move on to the next one.
Table of Content

Scope and Themes

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

Executive Summary

Hispanics’ entertainment expenditures projected to almost double between 2009 and 2019
Figure 1: Expenditures and fan chart forecast of Hispanic entertainment, at current prices, 2009-19
Segment overview
Figure 2: Entertainment expenditures by Hispanic households, by category, at current prices, 2014
Market drivers
In leisure time at home, content consumption is king
Figure 3: Frequency of Hispanic participation in at-home leisure activities, November 2014
Most Hispanics participate in family gatherings at least monthly
Figure 4: Frequency of family gatherings among Hispanics, by level of acculturation, November 2014
Dining out and shopping top leisure activities outside of home
Figure 5: Frequency of Hispanic participation in out-of-home leisure activities, November 2014
Recommendations carry a lot of weight for Hispanics
Figure 6: Information sources for out-of-home entertainment, November 2014
Fairs, festivals, and sporting events appealing to Hispanics
Figure 7: Events and activities attendance, November 2014
Family and friends are a major force to determine which events are attended by Hispanics
Figure 8: Entertainment ticket buying behaviors, November 2014
Balancing family time with time for themselves
Figure 9: Hispanics’ attitudes toward entertainment, November 2014
What we think

Issues and Insights

Multi-platform content is a must when aiming to reach Hispanics
The issues
The implications
Appealing to Hispanics beyond the wallet
The issues
The implications
Family and friends hold the keys
The issues
The implications

Trend Application

Trend: Giving Back
Trend: Patriot Games
Trend: Why Buy

Market Size and Forecast

Key points
Hispanics’ entertainment expenditures projected to almost double between 2009 and 2019
Figure 10: Entertainment expenditures by Hispanic households, at current prices, 2009-19
Figure 11: Entertainment expenditures by Hispanic households, at inflation-adjusted prices, 2009-19
Fan chart forecast
Figure 12: Expenditures and fan chart forecast of Hispanic entertainment, at current prices, 2009-19

Market Drivers

Key points
Population growth
Figure 13: Population by race and Hispanic origin, 2009-19
Hispanics’ purchasing power projected to reach $1.7 trillion by 2019
Figure 14: Purchasing power, by race/Hispanic origin, 1990-2019
Hispanic market becoming bicultural
Hispanics becoming more tech savvy
Figure 15: Internet use among Hispanics aged 18+, by Hispanic origin and language spoken at home, August 2013-September 2014

Segment Performance Overview

Key points
Audio-visual equipment and services account for almost half of expenditures on entertainment
Figure 16: Entertainment expenditures by Hispanic households, by category, at current prices, 2012 and 2014
Growth anticipated continuing at a healthy pace in the coming years
Figure 17: Entertainment expenditures by Hispanic households, by category, at current prices, 2009-19

Marketing Strategies

Theme: Creating content for multiple platforms
People en Español La Esquina
Univision’s UVideos.com and Telemundo’s Telemundo Now
Comcast’s “because I can”
Theme: Relevance
Major League Baseball – Spanish-language At Bat
National Basketball Association – Éne-Bé-A

In-home Activities

Key points
In leisure time at home, consumption of content is king
Figure 18: Frequency of Hispanic participation in at-home leisure activities, November 2014
Older Hispanics gravitate to broadcast TV, younger to online
Figure 19: Weekly Hispanic participation in at-home leisure activities, by age, November 2014
The meaning of “traditional home-cooked meals” differs by level of acculturation
Figure 20: Weekly Hispanic participation in at-home leisure activities, by level of acculturation, November 2014
The majority of Hispanics participate in family gatherings at least on a monthly basis
Figure 21: Frequency of family gatherings among Hispanics, by level of acculturation, November 2014
Reading becomes more prevalent as household income increases
Figure 22: Weekly Hispanic participation in at-home leisure activities, by household income, November 2014
When reading, content is key for language selection
Figure 23: Hispanics’ language preference for reading, by language spoken at home, August 2013-September 2014
There is an age to play video games
Figure 24: Weekly Hispanic participation in online at-home leisure activities, by age, November 2014
More acculturated Hispanics participate in more leisure activities
Figure 25: Hispanics’ participation in leisure activities/hobbies in the last 12 months, August 2013-September 2014

Out-of-home Activities

Key points
Eating out and shopping top leisure activities outside of home
Figure 26: Frequency of Hispanic participation in out-of-home leisure activities, November 2014
Bicultural Hispanics more likely to dine out
Figure 27: Monthly Hispanic participation in out-of-home leisure activities – dining out, shopping for fun, by level of acculturation, November 2014
Physical activities more prevalent among younger Hispanics
Figure 28: Monthly Hispanic participation in out-of-home leisure activities – sports and working out, by age, November 2014
Nightlife more likely among younger Hispanic men
Figure 29: Monthly Hispanic participation in out-of-home leisure activities – nightlife, by gender and age, November 2014
Lottery’s appeal increases with age
Figure 30: State lottery ticket purchases among Hispanics in the last 12 months, by gender and age, August 2013-September 2014
Moderate interest in taking classes and volunteering
Figure 31: Monthly Hispanic participation in out-of-home leisure activities, by – classes, volunteering, by level of acculturation, November 2014

Going to Movie Theaters

Key points
English-dominant Hispanics more likely than non-Hispanics to go to the movies
Figure 32: Hispanics’ movie theater attendance in the last six months, by Hispanic origin and language spoken at home, August 2013-September 2014
Hispanic moviegoers go to the movies more than non-Hispanic moviegoers
Figure 33: Number of movie theater visits in the last 90 days, by Hispanic origin and language spoken at home, August 2013-September 2014
Age and gender define movie genre preferences
Figure 34: Hispanics’ Movie genre preference, by gender and age, August 2013-September 2014

Information Sources for Out-of-home Entertainment

Key points
Recommendations carry a lot of weight for Hispanics
Figure 35: Information sources for out-of-home entertainment, November 2014
Younger Hispanics more open to recommendations from social networking sites
Figure 36: Information sources for out-of-home entertainment – recommendations, by age, November 2014
Unacculturated and bicultural Hispanics more likely to find information through online searches
Figure 37: Information sources for out-of-home entertainment – online, by level of acculturation, November 2014

Music

Key points
Listening to music increases with acculturation
Figure 38: Hispanics’ incidence of listening to music for leisure in the last 12 months, by Hispanic origin and language primarily spoken in the home, August 2013-September 2014
Hispanics are most likely to listen to Latin music
Figure 39: Types of music Hispanics listen to the most, August 2013-September 2014
Hispanics follow music groups regardless of level of acculturation
Figure 40: Types of media Hispanics follow on social media, August 2013-September 2014

Attending Events

Key points
The majority of Hispanics attend at most, four types of events per year
Figure 41: Events and activities attendance in the last 12 months, November 2014
Fairs, festivals, and sporting events appealing to Hispanics
Figure 42: Events and activities attendance in the last 12 months and plans to attend, November 2014

Factors Impacting Entertainment Choices

Key points
Family and friends are a major force to determine which events Hispanics attend
Figure 43: Entertainment ticket buying behaviors, November 2014
The social part of attending events more important among less acculturated Hispanics
Figure 44: Entertainment ticket buying behaviors – family and friends, by level of acculturation, November 2014
Higher household income gives more room to listen to recommendations
Figure 45: Entertainment ticket buying behaviors – recommendations, by household income, November 2014
Price not most important, but it can be a deal-breaker
Figure 46: Entertainment ticket buying behaviors – price and value, by household income, November 2014
Educational events more likely to resonate among less acculturated Hispanics
Figure 47: Entertainment ticket buying behaviors – education, good causes, culture, by level of acculturation, November 2014

Hispanics’ Attitudes toward Entertainment

Key points
Balancing family time with time for themselves
Figure 48: Hispanics’ attitudes toward entertainment, November 2014
Family absorbs most of Hispanics’ free time
Figure 49: Hispanics’ attitudes toward entertainment – leisure time, by level of acculturation November 2014

Appendix – Buying Power of US Hispanics

Key points
Hispanics’ purchasing power growth between 1990 and 2019 is projected to be 687%
Figure 50: Purchasing power, by race/Hispanic origin, 1990-2019
Figure 51: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2014
Figure 52: Top 10 states ranked by dollar amount of Hispanic buying power, 2014
US household income distribution
Figure 53: Median household income, by race and Hispanic origin of householder, 2013

Appendix – Demographic Profile of US Hispanics

Key points
Population trends
Figure 54: Population, by race and Hispanic origin, 2009-19
Figure 55: Population, by race and Hispanic origin, 1970-2020
Figure 56: Asian, Black, and Hispanic populations, 1970-2020
Hispanic share of births
Figure 57: Distribution of births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 58: Hispanic share of the population, by age, 2009-19
The Hispanic and total US population by gender
Figure 59: Population, by gender and Hispanic origin, 2009-19
Figure 60: Age distribution of women, by Hispanic origin, 2014
Figure 61: Age distribution of men, by Hispanic origin, 2014
Characteristics
Marital status
Figure 62: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 63: Marital status of Hispanics, by age, 2013
Figure 64: Gender ratio, by age and Hispanic origin, 2014
Household size
Figure 65: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 66: Households, by presence and ages of own children, 2013
Generations
Figure 67: Generations, by Hispanic origin, 2014
Figure 68: Distribution of generations by race and Hispanic origin, 2014
Hispanics by country of origin/heritage
Figure 69: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
Figure 70: 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 71: US Hispanic population, by country of origin/heritage, 2000-10
Figure 72: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
Figure 73: Hispanic population, by region of residence, 2000-10
Figure 74: Hispanic or Latino population as a percentage of total population by county, 2010
States with the most Hispanic population growth
Figure 75: States ranked by change in Hispanic population, 2000-10
Figure 76: Percentage change in Hispanic or Latino population by county, 2000-10
Key Hispanic metropolitan areas
Figure 77: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010

Appendix – Acculturation

What is acculturation?
Figure 78: Acculturation diagram
Figure 79: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 80: Characteristics of primary acculturation levels
What is retroacculturation?

Appendix – Other Useful Consumer Tables

Figure 81: Hispanics’ participation in leisure activities/hobbies in the last 12 months, by gender and age, August 2013-September 2014
Figure 82: Hispanics’ participation in leisure activities/hobbies in the last 12 months, by language spoken in the home, August 2013-September 2014
Figure 83: State lottery ticket purchases among Hispanics in the last 12 months, by language spoken in the home, August 2013-September 2014
Figure 84: Hispanics’ movie theater attendance in the last six months, by gender and age, August 2013-September 2014
Figure 85: Number of movie theater visits made by Hispanics in the last 90 days, by gender and age, August 2013-September 2014
Figure 86: Number of movie theater visits made by Hispanics in the last 90 days, by language spoken at home, August 2013-September 2014
Figure 87: Hispanics’ movie genre preference, by language spoken at home, August 2013-September 2014
Figure 88: Types of music Hispanics listen to the most, by language spoken at home, August 2013-September 2014
Figure 89: Types of media Hispanics follow on social media, by language spoken at home, August 2013-September 2014

Appendix – Trade Associations

Association of Performing Arts Presenters
International Association of Fairs & Expositions (IAFE)
International Association of Venue Managers Inc. (IAVM)
International Ticketing Association (INTIX)
Stadium Managers Association (SMA)

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