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Hispanic Lifestyles and Entertainment - US - April 2015

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

This report looks at the following areas:

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

Hispanics devote most of their leisure time to activities with their families, while also aiming to have some time for themselves. At home, their main leisure activities orbit around content consumption – both offline and online. Outside home, dining out and shopping for fun are the most common off-duty activities. Input from their family, children, and friends are central to Hispanics decisions regarding how to spend their leisure time.

In their leisure time, Hispanics have many activities to choose from. Their at-home activities gravitate toward the consumption of content, which Hispanics are getting through both broadcast and online. The availability at home of multiple devices with internet access is changing the dynamic around the TV set as it is allowing Hispanics to take control of what they watch, when they watch, and even where they watch as Hispanics are no longer tied to the family room.

The most common outside-home activities are dining out and shopping for fun. For these activities, it is important for Hispanics to find places where they as well as their families feel welcomed. Moreover, the same applies when deciding whether or not to attend to events as Hispanics decide with their families in mind.

Hispanics want to have a good time with friends and family. Venues targeting Hispanics need to offer a value proposition that appeal to the entire family, otherwise Hispanics may discard the idea if they feel that someone in the family won’t enjoy the event.

 

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Table of contents

  1. Scope and Themes

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

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

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

                                                  • Trend: Giving Back
                                                    • Trend: Patriot Games
                                                      • Trend: Why Buy
                                                      • Market Size and Forecast

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

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

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

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

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

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

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

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

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

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

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

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

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

                                                                                                            • Key points
                                                                                                              • Population trends
                                                                                                                • Figure 54: Population, by race and Hispanic origin, 2009-19
                                                                                                                • Figure 55: Population, by race and Hispanic origin, 1970-2020
                                                                                                                • Figure 56: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                              • Hispanic share of births
                                                                                                                • Figure 57: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                                              • The Hispanic and total US population by age
                                                                                                                • Figure 58: Hispanic share of the population, by age, 2009-19
                                                                                                              • The Hispanic and total US population by gender
                                                                                                                • Figure 59: Population, by gender and Hispanic origin, 2009-19
                                                                                                                • Figure 60: Age distribution of women, by Hispanic origin, 2014
                                                                                                                • Figure 61: Age distribution of men, by Hispanic origin, 2014
                                                                                                              • Characteristics
                                                                                                                • Marital status
                                                                                                                  • Figure 62: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                  • Figure 63: Marital status of Hispanics, by age, 2013
                                                                                                                  • Figure 64: Gender ratio, by age and Hispanic origin, 2014
                                                                                                                • Household size
                                                                                                                  • Figure 65: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                                                • Children in the household
                                                                                                                  • Figure 66: Households, by presence and ages of own children, 2013
                                                                                                                • Generations
                                                                                                                  • Figure 67: Generations, by Hispanic origin, 2014
                                                                                                                  • Figure 68: Distribution of generations by race and Hispanic origin, 2014
                                                                                                                • Hispanics by country of origin/heritage
                                                                                                                  • Figure 69: Hispanic population, by country of origin/heritage
                                                                                                                • Mexicans (63% of US Hispanics)
                                                                                                                  • Figure 70: Number of tortilla-related products launched per year in the US, 1996-2013
                                                                                                                • Puerto Ricans (9% of US Hispanics)
                                                                                                                  • Cubans (4% of US Hispanics)
                                                                                                                    • Dominicans (3% of US Hispanics)
                                                                                                                      • Central Americans (8% of US Hispanics)
                                                                                                                        • South Americans (5% of US Hispanics)
                                                                                                                          • Figure 71: US Hispanic population, by country of origin/heritage, 2000-10
                                                                                                                          • Figure 72: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                        • Hispanics by geographic concentration
                                                                                                                          • Figure 73: Hispanic population, by region of residence, 2000-10
                                                                                                                          • Figure 74: Hispanic or Latino population as a percentage of total population by county, 2010
                                                                                                                        • States with the most Hispanic population growth
                                                                                                                          • Figure 75: States ranked by change in Hispanic population, 2000-10
                                                                                                                          • Figure 76: Percentage change in Hispanic or Latino population by county, 2000-10
                                                                                                                        • Key Hispanic metropolitan areas
                                                                                                                          • Figure 77: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                      • Appendix – Acculturation

                                                                                                                          • What is acculturation?
                                                                                                                            • Figure 78: Acculturation diagram
                                                                                                                            • Figure 79: Variables that affect acculturation
                                                                                                                          • Why is level of acculturation important?
                                                                                                                            • Levels of acculturation
                                                                                                                              • Figure 80: Characteristics of primary acculturation levels
                                                                                                                            • What is retroacculturation?
                                                                                                                            • Appendix – Other Useful Consumer Tables

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

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

                                                                                                                                        Companies Covered

                                                                                                                                        • U.S. Bureau of Labor Statistics

                                                                                                                                        Hispanic Lifestyles and Entertainment - US - April 2015

                                                                                                                                        £3,277.28 (Excl.Tax)