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Hispanic Lifestyles and Entertainment - US - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Lifestyle

No. of Pages : N/A

Hispanics feel life is to be enjoyed, although most agree they are generally simple people who don’t need much to be satisfied. In many cases, larger household sizes and a lower median household income forces Hispanics to prioritize their expenses, particularly those that are discretionary, such as leisure and entertainment. However, while Hispanics feel that their budgets limit their options, they don’t feel they overspend on entertainment, even as they over index for participating in a wider set of activities, which creates opportunities for brands willing to invest time and resources getting to know this market.

Overview

What you need to know
Definition

Executive Summary
The issues
Financial constraints can limit entertainment options
Figure 1: Hispanics’ attitudes toward entertainment, by household income, October 2016; median household income*, by race and Hispanic origin of householder, 2015
Satisfaction with life is about having realistic expectations
Figure 2: Hispanics’ perception of satisfaction with life, by age, October 2016
Children influence the leisure time of Hispanics aged 25-44
Figure 3: Hispanics’ opinions about leisure and entertainment, by age, October 2016
The opportunities
Hispanics’ level of enjoyment for a variety of activities at home creates opportunities to connect
Figure 4: Hispanics’ preferred activities at home, indexed to all, October 2016
Increases in household income promotes sophistication
Figure 5: Hispanics’ preferred activities outside home – Select items, by household income, October 2016
Coupling trends
Figure 6: Trends Hispanics are interested in, October 2016
What it means

The Market – What You Need to Know
There are four attitudinal segments for lifestyles and entertainment
Hispanics want to be seen as responsible
Income doesn’t affect satisfaction with life
Hispanics’ youth, their household size, and household income influence lifestyles

Hispanic Lifestyles and Entertainment Segmentation
Four unique segments were identified
Figure 7: Hispanic lifestyles and entertainment segments, October 2016
Basic Controllers (21%)
Who are they?
Verdict
Figure 8: Profile of Hispanic Basic Controllers, October 2016
Family Oriented (34%)
Who are they?
Verdict
Figure 9: Profile of Family Oriented Hispanics, October 2016
Passive Unengaged (21%)
Who they are?
Verdict
Figure 10: Profile of Passive Unengaged Hispanics, March 2016
Accompanied Doers (24%)
Who are they?
Verdict
Figure 11: Profile of Hispanic Accompanied Doers, October 2016
Cluster methodology

Market Perspective
Emphasis on enjoyment increases with acculturation
Figure 12: Attitudes toward work, by language spoken at home and Hispanic origin, July 2015-August 2016
Hispanics’ satisfaction with their standard of living is not related to their household income
Figure 13: Attitudes toward standard of living, by Hispanic origin and household income, July 2015-August 2016

Market Factors
Hispanic market is young and bicultural
Figure 14: Population by Hispanic origin and generation share, 2017
Hispanic market is young, but it is also aging
Figure 15: Hispanic population by age, 2012-22
Hispanics live in larger households
Figure 16: Average household size, by race and Hispanic origin, 2016
Lower median household income can hinder discretionary spending
Median household income for Hispanics significantly below national median
Figure 17: Median household income, by race and Hispanic origin of householder, 2015
Figure 18: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
Figure 19: Household income distribution, by race and Hispanic origin of householder, 2015

Entertainment Trends – What You Need to Know
Hispanics embrace movies in 3D
Digital music services as an example of the appeal of personalization
Increasing pressure to enhance the shopping experience

What’s Happening?
There are so many options to choose from
Hispanics’ love for movies
Hispanics more likely to watch movies in 3D
There might be opportunities with virtual reality
Figure 20: Movie theater attendance in the last six months, by Hispanic origin and language spoken at home, July 2015-August 2016
Figure 21: Preference of 3D movies – % usually watch, by Hispanic origin and language spoken at home, July 2015-August 2016
Hispanics’ love for music
The power of personalization
Figure 22: Use of digital music services in the last 30 days, by Hispanic origin and language spoken at home, July 2015-August 2016
Hispanics’ love for shopping
Making shopping entertaining
Figure 23: Visited a mall in the past four weeks, by Hispanic origin and gender and age, July 2015-August 2016

The Consumer – What You Need to Know
Families and budgets influence entertainment options
Hispanics are satisfied with their work-life balance
Hard work makes Hispanics value their time with family
Younger and more-acculturated Hispanics’ lives are more hectic
Children more likely to influence Hispanics 25-44
Watching videos and movies (online or broadcast) is the preferred at-home activity
There are four types of activities Hispanics rather do outside home
Hispanics are interested in trends related to the activities they enjoy the most

Hispanics’ Attitudes toward Lifestyles
There is consensus – Life is to be enjoyed
Figure 24: Hispanics’ attitudes toward lifestyles, October 2016
FOMO decreases with age
Figure 25: Hispanics’ attitudes toward enjoying life, by age, October 2016
Feeling of loneliness among younger Hispanics as they look for their own identity
Figure 26: Hispanics’ inward look, by age, October 2016
Level of acculturation changes the support network
Figure 27: Hispanics’ inward look, by acculturation level, October 2016
Family and budget influence entertainment options
Figure 28: Hispanics’ attitudes toward entertainment, by household income, October 2016

How’s Life? Enjoyable
Hispanics are pleased with their lives
Figure 29: Hispanics’ perception of satisfaction with life, October 2016
Younger Hispanics less satisfied with work-life balance
Figure 30: Hispanics’ perception of satisfaction with life, by key demographics, October 2016

How’s Life? Family Oriented
Hispanics would rather not spend their leisure time alone
Figure 31: Hispanics’ time with friends and family, October 2016
With acculturation comes individualism
Figure 32: Hispanics’ time with friends and family, by key demographics, October 2016

How’s Life? Under Control
Hispanics feel they are in control of their time
Figure 33: Hispanics’ perceived control of their time, October 2016
Younger Hispanics less likely to know where to spend their time
Figure 34: Hispanics’ perceived control of their time, by key demographics, October 2016
How’s Life? Socially Active, But Not Overwhelming
Hispanics find their leisure time rewarding
Figure 35: Hispanics’ perceived quality of life, October 2016
Hispanics’ perception of a calm life decreases with acculturation
Figure 36: Hispanics’ perceived quality of life, by key demographics, October 2016

Hispanics’ Opinions about Lifestyles
Hispanics tend to have down-to-earth lifestyles
Figure 37: Hispanics’ opinions about lifestyles, by gender, October 2016
Younger Hispanics more likely to be hungry for time
Figure 38: Hispanics’ opinions about lifestyles, by age, October 2016
Lifestyles increase in complexity with acculturation
Figure 39: Hispanics’ opinions about lifestyles, by level of acculturation, October 2016
Hispanics’ Opinions about Entertainment
Hispanics are fine with the time and resources they spend on entertainment
Children influence the leisure time of Hispanics 25-44
Figure 40: Hispanics’ opinions about leisure and entertainment, by age, October 2016
Less-affluent Hispanics rather spend their leisure time at home
Figure 41: Hispanics’ opinions about leisure and entertainment, by household income, October 2016

Preferred At-Home Activities
Content consumption is the preferred activity at home
Figure 42: Hispanics’ preferred at-home activities, indexed to all, October 2016
Younger Hispanics more individualistic in their preferences
Figure 43: Hispanics’ preferred at-home activities, by age, October 2016
Less-acculturated Hispanics create a leisure atmosphere for others
Figure 44: Hispanics’ preferred at-home activities, by level of acculturation, October 2016
Preferred Out-of-Home Activities
Hispanics over index for going to the movies and shopping for fun
Figure 45: Hispanics’ preferred out-of-home activities, indexed to all, October 2016
The main activities Hispanics enjoy are not affected by age
Figure 46: Hispanics’ preferred out-of-home activities, by age, October 2016
Household income has a larger influence when activities are more niche
Figure 47: Hispanics’ preferred out-of-home activities, by household income, October 2016

Trends Hispanics Are Interested In
Top trends are content related
Figure 48: Trends Hispanics are interested in, October 2016
Top trends differ by gender and age
Figure 49: Trends Hispanics are interested in, by gender and age, October 2016
Higher household incomes enable interest in categories that require an out-of-pocket investment
Figure 50: Trends Hispanics are interested in, by household income, October 2016

Appendix – Data Sources and Abbreviations
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
A note on acculturation

Appendix – Consumer
Attitudes toward work
Figure 51: Attitudes toward work, by gender, July 2015-August 2016
Figure 52: Attitudes toward work, by age, July 2015-August 2016
Figure 53: Attitudes toward work, by household income, July 2015-August 2016
Attitudes toward standard of living
Figure 54: Attitudes toward standard of living, by gender, July 2015-August 2016
Figure 55: Attitudes toward standard of living, by age, July 2015-August 2016
Figure 56: Attitudes toward standard of living, by language spoken at home, July 2015-August 2016
Movie theater attendance
Figure 57: Movie theater attendance in the last six months, by gender, July 2015-August 2016
Figure 58: Movie theater attendance in the last six months, by age, July 2015-August 2016
Figure 59: Movie theater attendance in the last six months, by household income, July 2015-August 2016
Preference of 3D movies
Figure 60: Preference of 3D movies – % usually watch, by gender, July 2015-August 2016
Figure 61: Preference of 3D movies – % usually watch, by age, July 2015-August 2016
Figure 62: Preference of 3D movies – % usually watch, by household income, July 2015-August 2016
Use of digital music services
Figure 63: Use of digital music services in the last 30 days, by gender, July 2015-August 2016
Figure 64: Use of digital music services in the last 30 days, by age, July 2015-August 2016
Figure 65: Use of digital music services in the last 30 days, by household income, July 2015-August 2016

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