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Hispanic Attitudes toward Advertising - US - October 2013

“The Hispanic population continues to experience growth, primarily due to high birthrates, and this will have a significant impact on the makeup of America. Hispanics will likely experience some tension between coming of age in American society and growing accustomed to the American way of life while concurrently wanting to hold on to their Hispanic traditions and beliefs.”

– Susan Menke, Senior Multicultural Analyst

This report looks at the following areas:

  • How will biculturalism impact the effectiveness of advertising to Hispanics?
  • What impact will retro-acculturation have on marketers?
  • How important is it for marketers to showcase a wide array of Hispanics in their advertising?

The US population is changing rapidly, and minority populations are gaining significance. For example, the Hispanic population is not only becoming larger, it is also influencing every aspect of popular American culture. This represents the increasing importance of Hispanics as a growing market for products, and importance in the marketing strategies developed to sell those products.

Marketing to the younger members of Hispanic families will also present a huge opportunity in the future. Family is a priority in the Hispanic culture and Hispanic families typically have more children than the general population. Close to 50% of Hispanic households include children, compared to less than 30% of non-Hispanic households. 

This report will assess Hispanic consumers’ attitudes toward advertising. Furthermore, it will explore the degree of importance of cultural relevance, the level of influence advertising has on these consumers, and the impact certain media channels have on Hispanics when it comes to advertising.

Definition

The categories covered in this report include Hispanic demographics, acculturation, and Hispanics’ attitudes toward advertising. In discussing their attitudes toward advertising, we also address attitudinal differences between demographics, as well as by language preference. In this report we will also discuss and provide examples of trends and opportunities.

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Table of contents

  1. Scope and Themes

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

                    • Demographic profile
                      • Figure 1: Hispanics, by country of origin/heritage, 2010
                    • Buying Power
                      • Figure 2: Purchasing power, by race/Hispanic origin, 1990-2017
                    • The consumer
                      • Figure 3: General attitudes toward advertising, by race/ethnicity, 2013
                      • Figure 4: Receptivity to TV and movie theater ads, by race/ethnicity, 2013
                      • Figure 5: Hispanic attitudes toward targeted advertising, by language preference, July 2013
                      • Figure 6: Impact of cultural relevance in advertising, by language preference, July 2013
                      • Figure 7: Effectiveness of advertising in-language, by language preference, July 2013
                      • Figure 8: Effectiveness of advertising channels among Hispanics, by media outlet, July 2013
                    • Cluster analysis
                      • Figure 9: Target clusters, July 2013
                    • Cultural Mavens
                      • Pro Americanas
                        • Ethnic Explorers
                          • What we think
                          • Issues and Implications

                              • How will biculturalism impact the effectiveness of advertising to Hispanics?
                                • What impact will retro-acculturation have on marketers?
                                  • How important is it for marketers to showcase a wide array of Hispanics in their advertising?
                                  • Trend Application

                                      • Trend: Moral Brands
                                        • Trend: The Real Thing
                                          • Futures trend: Generation Next
                                          • Demographic Profile of US Hispanics

                                              • Key points
                                                  • Figure 10: Population, by race/Hispanic origin, 2008-18
                                                  • Figure 11: Population, by race/Hispanic origin, 1970-2020
                                                  • Figure 12: Asian, Black, and Hispanic populations, 1970-2020
                                                • Birthrates
                                                  • Figure 13: Distribution of births, by race and Hispanic origin of mother, 2000-10
                                                • The Hispanic and non-Hispanic population
                                                  • The Hispanic and total US population by age
                                                    • Figure 14: US Hispanic population, by age, 2008-18
                                                    • Figure 15: US population, by age, 2008-18
                                                  • The Hispanic and total US population by gender
                                                    • Women
                                                      • Figure 16: Hispanic women, by age, 2008-18
                                                      • Figure 17: Total US female population, by age, 2008-18
                                                    • Men
                                                      • Figure 18: Hispanic men, by age, 2008-18
                                                      • Figure 19: Total US male population, by age, 2008-18
                                                    • Generations
                                                      • Hispanics by generation
                                                        • Figure 20: Generations—Hispanics versus non-Hispanics, 2011
                                                      • Marital status
                                                        • Figure 21: Marital status of those aged 18+, by race and Hispanic origin, 2011
                                                      • Hispanics by country of origin/heritage
                                                        • Figure 22: Hispanic population, by country of origin/heritage, 2000-10
                                                        • Figure 23: Hispanics, by country of origin/heritage, 2010
                                                      • Hispanics by geographic concentration
                                                        • Figure 24: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                        • Figure 25: Hispanic population, by region of residence, 2000-10
                                                        • Figure 26: Infographic of Hispanic population, by region of residence, 2000-10
                                                        • Figure 27: Top 10 places* with highest number of Hispanics, 2010
                                                        • Figure 28: Top 10 places* with the largest share of Hispanics, 2010
                                                      • States with the most Hispanic population growth
                                                        • Figure 29: States ranked by change in Hispanic population, 2000-10
                                                        • Figure 30: Infographic of five states with the highest growth rates for Hispanic populations, 2000-10
                                                      • Key Hispanic metropolitan areas
                                                        • Figure 31: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                        • Figure 32: US Hispanic households, by metropolitan status, 2006-11
                                                      • Acculturation
                                                        • What is acculturation?
                                                          • Why is level of acculturation important?
                                                            • Levels of acculturation
                                                                • Figure 33: Hispanics, by acculturation and assimilation level, 1998-2008
                                                              • What is retroacculturation?
                                                              • Buying Power of US Hispanics

                                                                • Key points
                                                                    • Figure 34: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                    • Figure 35: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                    • Figure 36: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                    • Figure 37: Top 10 states ranked by dollar amount of Hispanic buying power, 2012
                                                                  • US household income distribution
                                                                    • Figure 38: Median household income, by race/Hispanic origin of householder, 2011
                                                                  • Hispanic income levels
                                                                    • Figure 39: Top 10 states ranked by total dollar amount for Hispanic disposable income, 2010
                                                                • General Attitudes toward Advertising

                                                                  • Key points
                                                                    • Language preferences drive entertainment value and ad effectiveness
                                                                      • Figure 40: Receptivity to advertising—by language preference, July 2013
                                                                    • Hispanics expect ads to be both entertaining and educational
                                                                      • Figure 41: General attitudes toward advertising, by race/ethnicity, 2013
                                                                    • Hispanics are more receptive to TV ads than are White consumers
                                                                      • Figure 42: Receptivity to TV and movie theater ads, by race/ethnicity, 2013
                                                                    • Hispanic women like ads that have entertainment value
                                                                      • Figure 43: General attitudes toward advertising and media, by gender, 2013
                                                                  • Cultural Relevance in Advertising

                                                                    • Key points
                                                                      • Hispanics want to see greater diversity in advertising
                                                                        • Figure 44: Preference for Hispanic/Latino people in advertising, Hispanics by age, July 2013
                                                                        • Figure 45: Preference for Hispanic/Latino people in advertising, by language preferences, July 2013
                                                                      • Hispanics don’t believe they are accurately depicted in advertising
                                                                        • Figure 46: Hispanics’ attitudes toward targeted advertising, by language preferences, July 2013
                                                                      • Level of education indicates cultural affinity
                                                                        • Figure 47: American and Hispanic cultural activities, by education level, July 2013
                                                                      • Spanish dominant Latinos strive to hold on to their traditions
                                                                        • Figure 48: American and Hispanic cultural activities, by education level, July 2013
                                                                      • Advertising may be missing the mark with Spanish dominant Hispanics
                                                                        • Figure 49: Impact of cultural relevance and language in advertising, by language preferences, July 2013
                                                                      • Beauty and personal care, restaurants, food and beverage among top industries for positive portrayal of Hispanics
                                                                        • Figure 50: Industries that portray Hispanics in a positive way, by language preference, July 2013
                                                                      • Spanish dominant Hispanics value advertising that is in-language
                                                                        • Figure 51: Effectiveness of advertising in-language, by language preferences, 2013
                                                                    • Receptivity to Advertising by Media Channel

                                                                      • Key points
                                                                        • TV and print are effective in garnering attention among Hispanics
                                                                          • Figure 52: Most effective advertising and marketing channels among Hispanics, summary by media outlet
                                                                        • Both traditional and nontraditional media have attention- and interest-garnering abilities
                                                                          • Figure 53: Most effective advertising and marketing outlets among Hispanics, July 2013
                                                                        • Nontraditional media gets attention from younger Hispanics
                                                                          • Figure 54: Most effective advertising and marketing outlets—nontraditional media, by age, July 2013
                                                                        • Internet advertising is more effective among Hispanics than general market
                                                                          • Figure 55: Effectiveness of online advertising, by race/ethnicity, 2013
                                                                        • Outdoor advertising draws Hispanics more than the general market
                                                                          • Figure 56: Effectiveness of outdoor advertising, by race/ethnicity, 2013
                                                                        • Product placement grabs the attention of Hispanic consumers
                                                                          • Figure 57: Attitudes toward product placement, by race/ethnicity, 2013
                                                                        • Store fliers, aisle markers and signs are highly effective
                                                                          • Figure 58: Effectiveness of in-store advertisements when shopping, Hispanics by gender, 2013
                                                                        • Online ads and coupons more effective at driving sales
                                                                          • Figure 59: Effectiveness of in-store electronic/digital advertising while shopping, by gender, 2013
                                                                        • Latinas want to experience products before buying
                                                                          • Figure 60: Effectiveness of in-store product sampling and demonstrations, by gender, 2013
                                                                      • Cluster Analysis

                                                                        • Cluster methodology
                                                                          • Figure 61: Distribution of target clusters, July 2013
                                                                        • Cluster number one: Cultural Mavens
                                                                          • Demographics
                                                                            • Figure 62: Demographic profile of Cultural Mavens cluster, July 2013
                                                                          • Characteristics
                                                                            • Opportunity
                                                                              • Cluster number two: Pro Americanas
                                                                                • Figure 63: Demographic profile of Pro Americanas cluster, July 2013
                                                                              • Characteristics
                                                                                • Opportunity
                                                                                  • Cluster number three: Ethnic Explorers
                                                                                    • Figure 64: Demographic profile of Ethnic Explorers cluster, July 2013
                                                                                  • Characteristics
                                                                                    • Opportunity
                                                                                      • Cluster tables
                                                                                        • Figure 65: Preference for Hispanic/Latino people and language in advertising, by target cluster, July 2013
                                                                                        • Figure 66: General attitudes toward advertising, by target cluster, July 2013
                                                                                        • Figure 67: Industries that portray Hispanics in a positive way, by target clusters, July 2013
                                                                                        • Figure 68: Most effective advertising and marketing outlets [get your attention], by target clusters, July 2013
                                                                                        • Figure 69: Most effective advertising and marketing outlets [pique your interest in the product/service], July 2013
                                                                                        • Figure 70: Most effective advertising and marketing outlets [get you to buy the product/service], July 2013
                                                                                        • Figure 71: Most effective advertising and marketing outlets [none of these], July 2013
                                                                                    • Marketing Strategies

                                                                                      • Industry Overview
                                                                                        • Brand Analysis: Hola Mexico Film Festival – Adios Cliches, Hola Mexico
                                                                                          • Figure 72: Adios Cliches, Hola Mexico campaign, 2012
                                                                                        • Brand Analysis: Denny’s—The Skillet Whisperer
                                                                                          • Figure 73: Denny’s The Skillet Whisperer, 2012
                                                                                        • Brand Analysis: Converse – “Highways Reclaimed”
                                                                                          • Figure 74: Converse – “Highways Reclaimed”, 2013
                                                                                        • Brand Analysis: California Milk Processor Board – “Bedtime Stories”
                                                                                          • Figure 75: California Milk Processor Board – “Bedtime Stories”
                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                        • General attitudes toward advertising
                                                                                          • Figure 76: General attitudes toward advertising, overall, July 2013
                                                                                          • Figure 77: General attitudes toward advertising, by age, July 2013
                                                                                          • Figure 78: General attitudes toward advertising, by household income, July 2013
                                                                                          • Figure 79: General attitudes toward advertising, by household size, July 2013
                                                                                          • Figure 80: General attitudes toward advertising, by education, July 2013
                                                                                        • Cultural relevance in advertising
                                                                                          • Figure 81: Preference for Hispanic/Latino people and language in advertising, overall, July 2013
                                                                                          • Figure 82: Preference for Hispanic/Latino people and language in advertising, by gender, July 2013
                                                                                          • Figure 83: Preference for Hispanic/Latino people and language in advertising, by household income, July 2013
                                                                                          • Figure 84: Preference for Hispanic/Latino people and language in advertising, by household size, July 2013
                                                                                          • Figure 85: Preference for Hispanic/Latino people and language in advertising, by education, July 2013
                                                                                          • Figure 86: Preference for Hispanic/Latino people and language in advertising, by education, July 2013
                                                                                          • Figure 87: Agreement that industry portrays Hispanics in positive way, by gender, July 2013
                                                                                          • Figure 88: Agreement that industry portrays Hispanics in positive way, by age, July 2013
                                                                                          • Figure 89: Agreement that industry portrays Hispanics in positive way, by household income, July 2013
                                                                                        • Receptivity to advertising by media channel
                                                                                          • Figure 90: Most effective advertising and marketing outlets, overall by engagement/purchase behavior, July 2013
                                                                                          • Figure 91: Most effective advertising and marketing outlets, by gender, July 2013
                                                                                          • Figure 92: Most effective advertising and marketing outlets, by age, July 2013
                                                                                          • Figure 93: Most effective advertising and marketing outlets, by household income, July 2013
                                                                                      • Appendix – Trade Associations

                                                                                        Companies Covered

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                                                                                        Hispanic Attitudes toward Advertising - US - October 2013

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