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Hispanic Acculturation Process - US - January 2009

At a time of changing paradigms in America, businesses need to re-evaluate long held beliefs about acculturation and how it is interpreted. Acculturation is crucial to understanding the highly diverse Hispanic consumers of today, whose growth in population and purchasing power are impacting every section of the U.S. economy.

This report discusses acculturation, its meaning and impact on as segmentation strategies that can help businesses maximize their marketing strategies. It focuses on attitudes, values, and lifestyles of the Hispanic consumer by clearly defining three main levels of acculturation and assimilation: Un-acculturated, Acculturated, and Assimilated.

This report will assist marketers in understanding the following:

  • Gain further understanding about how culture of origin (birth and/or family) influences acculturation and how the acculturation process impacts different segments of the Hispanic market

  • Exploring trends and insights that have lead to the successful strategic planning of new products and marketing initiatives

  • Looking at the Hispanic market through new lenses: the bicultural context that both preserves core values of the country of origin and/or birth family while adopting the general U.S. culture

  • Understanding of media usage preferences based on level of acculturation

  • Greater understanding of Hispanics online usage and the role acculturation and language plays in the sites Hispanics visit

  • Explore how acculturation plays an important role in the food choices Hispanics make and the impact of those choices on their health

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Additional sources
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Understanding the Hispanic consumer
                      • Marketing to Hispanics
                        • Demographics
                          • Acculturation
                            • Hispanic media usage
                              • Hispanic attitudes towards food and health
                                • Hispanics attitudes towards lifestyle/internet usage
                                • Fast Forward Trends

                                  • Trend: Non-Standard Society
                                    • What's it about?
                                      • Trend: No More Mainstream
                                        • What's it about?
                                        • Insights and Opportunities

                                          • General
                                            • Hispanic core values
                                              • Media and online consumption
                                                • Food and health
                                                • Understanding the Hispanic Consumer

                                                    • Demographic data
                                                      • Diversity of U.S. population
                                                        • U.S. population by race
                                                          • Figure 1: Population, by race/ethnicity: Hispanic, black and Asian, 1940-2013
                                                          • Figure 2: Population, by race and Hispanic origin, 2003-13
                                                        • U.S. Hispanic population
                                                          • Hispanic population by age
                                                            • Figure 3: Hispanic population, by age, 2003-13
                                                            • Figure 4: Total U.S. population, by age, 2003-13
                                                          • Country of origin/heritage
                                                            • Figure 5: Hispanics, by country of origin/heritage, 2006
                                                            • Figure 6: Graph: Hispanics, by country of origin/heritage, 2006
                                                          • Hispanics geographic concentration
                                                            • Figure 7: Hispanic population, by region and by country of origin/heritage, 2006
                                                            • Figure 8: Graph: Hispanic population, by region and by country of origin/heritage, 2006
                                                            • Figure 9: Hispanic population in top five states, by country of origin, 2006
                                                          • States with greatest Hispanic population growth
                                                            • Figure 10: Hispanic population greatest percentage increase, 2001-06
                                                          • Where Hispanics live
                                                            • Figure 11: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
                                                          • Hispanic purchasing power
                                                            • Figure 12: Purchasing power, by race/ethnicity, 2007
                                                          • Hispanic income levels
                                                            • Figure 13: Largest Hispanic markets, by Hispanic disposable income, 2005
                                                          • Hispanics’ category expenditures
                                                            • Figure 14: Spend, by major category—Hispanic vs. non-Hispanic, 2006
                                                          • Hispanics’ economic growth
                                                            • The Hispanic household
                                                              • Figure 15: Average household size, by Hispanic origin/race of householder, 2001 and 2006
                                                              • Figure 16: Households, by number of persons in the household—Hispanics vs. non-Hispanics 2006
                                                              • Figure 17: Households, by presence of children and Hispanic origin, 2006
                                                              • Figure 18: Fertility rate, by race and Hispanic origin of mother, 1996-2006
                                                              • Figure 19: Generations, by Hispanic origin, 2008
                                                          • Defining Assimilation and Different Levels of Acculturation

                                                              • Definitions
                                                                • What is acculturation?
                                                                  • What is assimilation?
                                                                    • What is enculturation or unacculturated?
                                                                      • Assimilation and acculturation compared
                                                                        • Figure 20: Acculturated and assimilated compared
                                                                      • Levels of acculturation
                                                                        • Figure 21: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                      • Why is level of acculturation important?
                                                                        • Who is Hispanic/Latino?
                                                                        • The Hispanic Consumer

                                                                          • Hispanic segmentation
                                                                            • Multidimensional segmentation
                                                                              • Figure 22: Basic Multidimensional, Cross Cultural Segmentation Model
                                                                              • Figure 23: Multidimensional, Cross Cultural Segmentation Model of Hispanic Markets
                                                                            • Segmentation model implementation examples
                                                                              • Canned soup
                                                                                • Automobile
                                                                                    • Figure 24: Toyota Camry spot, 2008
                                                                                    • Figure 25: Toyota “Camayality” spot, 2007
                                                                                    • Figure 26: Toyota Camry Hybrid spot, 2006[060200599]
                                                                                  • Hispanic cultural values
                                                                                    • An anthropological perspective
                                                                                      • Hispanic core values
                                                                                          • Figure 27: Hispanic vs. Non-Hispanic E-fluential Bloggers
                                                                                        • Acculturation process and values
                                                                                          • Figure 28: Cultural values comparison
                                                                                        • Language
                                                                                          • Language and acculturation
                                                                                            • Language and consumer behavior
                                                                                              • Figure 29: Language primarily spoken at home, by age, September 2008
                                                                                              • Figure 30: Language primarily spoken when socializing, by age, September 2008
                                                                                              • Figure 31: Language spoken at home vs. language used when socializing, September 2008
                                                                                            • Personal attitudes
                                                                                              • Optimism
                                                                                                • Figure 32: Attitudes towards life—Hispanics vs. non-Hispanics, 2007
                                                                                              • Attitudes by place of birth
                                                                                                  • Figure 33: Attitudes towards life, by Hispanics U.S. and non-U.S.-born, 2007
                                                                                                • Attitudes towards work
                                                                                                    • Figure 34: Attitudes towards work/life—Hispanics vs. non-Hispanics, 2007
                                                                                                    • Figure 35: Attitudes towards work/life, by Hispanics U.S. and non-U.S.-born, 2007
                                                                                                  • Hispanics’ socializing preferences
                                                                                                    • Figure 36: Race/ethnic groups preferred when socializing, by age, September 2008
                                                                                                • Hispanics and Media Usage

                                                                                                  • Hispanic media consumption habits
                                                                                                    • Figure 37: Hispanic media consumption, by hours per week, 2008
                                                                                                  • Television
                                                                                                    • Television consumption
                                                                                                      • Figure 38: Total U.S. television households, by race and ethnicity, 2008 and 2009
                                                                                                    • Media habits by race/ethnicity
                                                                                                      • Figure 39: Television watching habits—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                    • Television consumption by level of acculturation
                                                                                                        • Figure 40: Hispanic attitudes towards television advertising, by language choices when watching television, January-November 2007
                                                                                                        • Figure 41: Hispanic attitudes toward television advertising, by place of birth, April 2007-June 2008
                                                                                                        • Figure 42: Hispanic attitudes towards television advertising, by language spoken in home, April 2007-June 2008
                                                                                                      • Radio
                                                                                                        • Radio penetration by race/ethnicity
                                                                                                          • Figure 43: Radio listening habits—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                        • Consumption by level of acculturation
                                                                                                          • Figure 44: Hispanic radio listening habits, by language spoken at home, April 2007-June 2008
                                                                                                        • Newspapers
                                                                                                          • Figure 45: Number of Hispanic newspapers in the U.S., 1970-2004
                                                                                                        • Newspaper penetration by race/ethnicity
                                                                                                            • Figure 46: Reliance on broadcast and print media to be informed—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                          • Hispanic newspaper reading habits
                                                                                                            • Figure 47: Time spent reading Sunday newspaper ads, by ethnic group, 2003
                                                                                                            • Figure 48: Newspaper reading habits—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                          • Newspaper penetration by level of acculturation
                                                                                                            • Figure 49: Hispanics perception of newspapers, by place of birth, April 2007-June 2008
                                                                                                            • Figure 50: Hispanic perception of newspapers, by reading language preference, 2007
                                                                                                            • Figure 51: Hispanic perception of newspapers, by education level, 2007
                                                                                                          • Magazines
                                                                                                            • Magazine penetration by race/ethnicity
                                                                                                              • Figure 52: Reliance on media to be informed—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                              • Figure 53: Magazine reading habits—Hispanics vs. non-Hispanics, April 2007-June 2008
                                                                                                            • Magazine reading by level of acculturation
                                                                                                              • Figure 54: Magazine reading habits—Hispanics vs. non-Hispanics, by place of birth, April 2007-June 2008
                                                                                                              • Figure 55: Hispanic magazine reading habits, by reading language preference, April 2007-June 2008
                                                                                                            • Magazine readership by gender
                                                                                                              • Figure 56: Magazine reading habits—Hispanics vs. non-Hispanics, by gender, April 2007-June 2008
                                                                                                          • Hispanics Attitudes towards Food and Health

                                                                                                              • Food equals love
                                                                                                                • Mealtime
                                                                                                                  • Figure 57: Mealtime importance—Hispanics vs. non-Hispanics, January-November 2007
                                                                                                                • Sabor is flavor
                                                                                                                  • Figure 58: Attitudes towards foods—Hispanics vs. non-Hispanics, January-November 2007
                                                                                                                • Attitudes towards food by place of birth
                                                                                                                  • Figure 59: Attitudes towards food, by U.S. and non-U.S.-born Hispanics, January-November 2007
                                                                                                                • Food preferences by level of acculturation
                                                                                                                  • Figure 60: Attitudes towards foods, by reading language preference, January-November 2007
                                                                                                                • Attitudes towards health
                                                                                                                  • Attitudes towards health by race/ethnicity
                                                                                                                    • Figure 61: Attitudes towards health—Hispanics vs. non-Hispanics, January-November 2007
                                                                                                                  • Healthy eating
                                                                                                                    • Figure 62: Attitudes towards healthy eating—Hispanics vs. non-Hispanics, January-November 2007
                                                                                                                    • Figure 63: Attitudes towards natural/organic foods—Hispanics vs. non-Hispanics, January-November 2007
                                                                                                                  • Attitude towards diet and nutrition by level of acculturation
                                                                                                                    • Figure 64: Attitudes towards healthy foods, by reading language preference, January-November 2007
                                                                                                                • Online Trends and Opportunities

                                                                                                                    • Internet usage by Hispanics and non-Hispanics
                                                                                                                      • Figure 65: Attitudes towards the internet—Hispanics vs. non-Hispanics, January-November 2007
                                                                                                                    • Cybergraphic connections by level of acculturation
                                                                                                                        • Figure 66: Demographic profile of Hispanic online users, by language preference in the home, September 2008
                                                                                                                      • Internet usage by place of birth
                                                                                                                        • Figure 67: Attitudes towards the internet, by Hispanics U.S. and non-U.S.-born, January-November 2007
                                                                                                                      • Internet usage by language preference
                                                                                                                        • Figure 68: Hispanics attitudes towards internet, by reading language preference, January-November 2007
                                                                                                                        • Figure 69: Regular website usage of Hispanic online users, by age, September 2008
                                                                                                                        • Figure 70: Regular website usage of Hispanic online users, by language preference at home, September 2008
                                                                                                                      • Hispanic internet usage by income
                                                                                                                        • Figure 71: Hispanic attitudes towards the internet, by income level, January-November 2007
                                                                                                                      • Digital media purchasing behavior by race/ethnicity
                                                                                                                        • Figure 72: Purchasing behavior on the internet in the last 30 days—Hispanics vs. non-Hispanics, 2008
                                                                                                                        • Figure 73: Internet as communication tool in the last 30 days—Hispanics vs. non-Hispanics, 2008
                                                                                                                      • Social networking by level of acculturation
                                                                                                                        • Figure 74: Social networking usage, by language spoken at home, January-November 2007
                                                                                                                        • Figure 75: Internet for social networking media in the last 30 days—Hispanics vs. non-Hispanics, 2008
                                                                                                                      • Websites most visited by Hispanics
                                                                                                                        • Figure 76: Top websites visited by Hispanics regardless of language preference, 2008
                                                                                                                        • Figure 77: Top English-language websites visited by Hispanics, 2008
                                                                                                                        • Figure 78: Top Spanish-Language websites visited by Hispanics, 2008
                                                                                                                    • Cluster Analysis

                                                                                                                        • Traditionalists
                                                                                                                          • Who they are
                                                                                                                            • Opportunity
                                                                                                                              • Community Builders
                                                                                                                                • Who they are
                                                                                                                                  • Opportunity
                                                                                                                                    • The Out and About
                                                                                                                                      • Who they are
                                                                                                                                        • Opportunity
                                                                                                                                          • Cluster characteristics
                                                                                                                                            • Figure 79: Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 80: Primary language spoken at home, by Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 81: Primary language spoken when socializing, by Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 82: Ethnic groups chosen when socializing, by Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 83: Financial planning for retirement, by Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 84: Free time on a weekly basis, by Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 85: Activities enjoyed during free time, by Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 86: Place of birth, by Hispanic acculturation clusters, September 2008
                                                                                                                                            • Figure 87: Ethnic/race self-identification, by Hispanic acculturation clusters, September 2008
                                                                                                                                          • Cluster demographics
                                                                                                                                            • Figure 88: Hispanic acculturation clusters, by gender, September 2008
                                                                                                                                            • Figure 89: Hispanic acculturation clusters, by age, September 2008
                                                                                                                                            • Figure 90: Hispanic acculturation clusters, by income, September 2008
                                                                                                                                          • Methodology

                                                                                                                                          Companies Covered

                                                                                                                                          • Amazon.com Inc
                                                                                                                                          • AOL
                                                                                                                                          • Colgate-Palmolive Company
                                                                                                                                          • Experian
                                                                                                                                          • Fox Interactive Media
                                                                                                                                          • General Mills Inc
                                                                                                                                          • Google, Inc.
                                                                                                                                          • LinkedIn
                                                                                                                                          • Microsoft USA
                                                                                                                                          • Procter & Gamble USA
                                                                                                                                          • Toyota Motor Corporation USA
                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                          • Yahoo! Inc

                                                                                                                                          Hispanic Acculturation Process - US - January 2009

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