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Family Dynamics of Hispanics - US - May 2015

“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.”

Juan Ruiz, Senior Multicultural Analyst

This report covers the following issues:

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

This report offers an overview of the family dynamics that take place at Hispanic households. Its coverage includes an overview of the household members, the division of household chores, relationships with family members, parenting styles, how Hispanics look at their homes, and how they make decisions (individually versus joint) when they are buying products in specific categories. Where applicable, findings are analyzed by key demographics including age, gender, household income, language spoken at home, and level of acculturation.

There are almost 16 million Hispanic households in the US.Compared to the typical US household, Hispanic households are larger on average and are significantly more likely to have children. Traditional gender roles (where the female head does most of the household activities) are often observed – as well as conflicting parenting approaches, where both control and independence are desired. These are just some of the characteristics that affect the family dynamics in Hispanic households. Further, Hispanic households try to balance two cultures – the American and Hispanic – as people in different levels of acculturation live under the same roof.

Traditional gender roles are well defined in Hispanic households; Hispanic men recognize that women do most of the housework activities, while Hispanic women, on the other hand, feel called to do that as a way to show love to their families. Their willingness to put their families first is what brings stability to Hispanic households.

Hispanics are proud of their homes and want to make it a cozy place, where they can be who they are and where their families feel comfortable and friends feel welcomed. While the interaction of both the American and Hispanic cultures within the household creates some tension, Hispanics appear determined to balance both cultures. Hispanics understand that their children are growing up in an environment that in many cases is very different from the one that they grew up in. They don’t want it to become a barrier between them and their children, so they try to create an environment in which their children can feel comfortable confiding in them. Brands looking too reach this market with relevant content will benefit from learning how their products fit into this dynamic.



 

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Table of contents

  1. 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)

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Family Dynamics of Hispanics - US - May 2015

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