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Hispanics and American Culture and Identity - US - July 2014

“While the majority of Hispanics are speaking English and the influence of the American culture in their lives is strong, there are cultural differences beyond language that need to be considered when determining the most efficient way of communicating with them. In order to successfully communicate with Hispanics, it is important for marketers to learn as much as they can about them and be able to put the cultural differences in the right perspective.”
Juan Ruiz, Senior Multicultural Analyst

This report looks at the following issues:

  • Why Hispanics are more bicultural than ever before
  • How Hispanics see themselves compared to the typical American
  • The importance of Hispanic values and traditions, family, and Spanish language
  • Hispanics' social life
  • Hispanics' political and religious views
  • The language Hispanics prefer when using different media channels

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Figure 1: Hispanics by level of acculturation, March 2014
        • Figure 2: Hispanics’ gender, age, household income, and language spoken at home, by level of acculturation, March 2014
      • Data sources
        • Consumer survey data
        • Executive Summary

            • 55 million and counting
              • Figure 3: Population, by race and Hispanic origin, 1970-2020
            • Hispanics’ purchasing power by 2018 is projected to be $1.6 trillion
              • Figure 4: Purchasing power, by race/Hispanic origin, 1990-2018
            • Americans, but not typical
              • Figure 5: Perceived difference of Hispanics (self) versus typical American – difference of top 2 box, March 2014
            • The acculturation path: from family oriented to individualistic
              • Figure 6: Correspondence analysis, March 2014
            • Importance of values and traditions
              • Figure 7: Importance of values and traditions among Hispanics, by level of acculturation, March 2014
            • Importance of family
              • Figure 8: Importance of family among Hispanics, by level of acculturation, March 2014
            • The importance of Spanish
              • Figure 9: Importance of Spanish language among Hispanics, by level of acculturation, March 2014
            • For the majority of Hispanics, this is home
              • Figure 10: Hispanics’ future plans, by level of acculturation, March 2014
            • Hispanic culture still strong at bicultural households
              • Figure 11: People Hispanics spend time with, bicultural Hispanics, March 2014
            • What we think
            • Issues and Insights

                • As more Hispanics speak English, are they being reached by general marketing efforts?
                  • The issues
                    • The implications
                      • With the majority of Hispanics younger than 18 being born in the US, are Hispanic values and traditions in danger of being lost?
                        • The issues
                          • The implications
                            • Entering their circle
                              • The issues
                                • The implications
                                • Trend Application

                                    • Trend: Many Mes
                                      • Trend: Immaterial World
                                        • Trend: Edutainment
                                        • Buying Power of US Hispanics

                                          • Key points
                                            • Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
                                              • Figure 12: Purchasing power, by race/Hispanic origin, 1990-2018
                                              • Figure 13: Purchasing power, by race/Hispanic origin, 1990-2018
                                              • Figure 14: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
                                              • Figure 15: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
                                            • US household income distribution
                                              • Figure 16: Median household income, by race and Hispanic origin of householder, 2012
                                          • Demographic Profile of US Hispanics

                                              • Key points
                                                • Population trends
                                                  • Figure 17: Population by race and Hispanic origin, 2009-19
                                                  • Figure 18: Population, by race and Hispanic origin, 1970-2020
                                                  • Figure 19: Asian, Black, and Hispanic populations, 1970-2020
                                                • Hispanic share of births
                                                  • Figure 20: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                • The Hispanic and total US population by age
                                                  • Figure 21: Hispanic share of the population, by age, 2009-19
                                                • The Hispanic and total US population by gender
                                                  • Figure 22: Population, by gender and Hispanic origin, 2009-19
                                                  • Figure 23: Age distribution of women, by Hispanic origin, 2014
                                                  • Figure 24: Age distribution of men, by Hispanic origin, 2014
                                                • Characteristics
                                                  • Marital status
                                                    • Figure 25: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                    • Figure 26: Marital status of Hispanics, by age, 2013
                                                    • Figure 27: Gender ratio, by age and Hispanic origin, 2014
                                                  • Household size
                                                    • Figure 28: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                  • Children in the household
                                                    • Figure 29: Households, by presence and ages of own children, 2013
                                                  • Generations
                                                    • Figure 30: Generations, by Hispanic origin, 2014
                                                    • Figure 31: Distribution of generations by race and Hispanic origin, 2014
                                                  • Hispanics by country of origin/heritage
                                                    • Figure 32: Hispanic population, by country of origin/heritage
                                                  • Mexicans (63% of US Hispanics)
                                                    • Figure 33: 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 34: US Hispanic population, by country of origin/heritage, 2000-10
                                                            • Figure 35: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                          • Hispanics by geographic concentration
                                                            • Figure 36: Hispanic population, by region of residence, 2000-10
                                                            • Figure 37: Hispanic or Latino population as a percentage of total population by county, 2010
                                                          • States with the most Hispanic population growth
                                                            • Figure 38: States ranked by change in Hispanic population, 2000-10
                                                            • Figure 39: Percent change in Hispanic or Latino population by county, 2000-10
                                                          • Key Hispanic metropolitan areas
                                                            • Figure 40: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                          • Hispanics online
                                                            • Figure 41: Internet use among Hispanics aged 18+, 2013
                                                        • Marketing Strategies

                                                            • Theme: Remembering roots and final destination
                                                              • Ronald McDonald House Charities – Hacer TV spot
                                                                • Figure 42: Ronald McDonald House Charities, Hacer Spanish TV spot, June 2014
                                                              • Theme: Satirizing Hispanics’ interaction with the American culture
                                                                • Kraft Macaroni & Cheese – “Compra Secreta (Secret Purchase)” TV Spot
                                                                  • Figure 43: Kraft Mac and Cheese, Compra Secreta TV spot, June 2014
                                                                • Theme: Multiple generations in the household
                                                                  • Honey Bunches of Oats – “Abuelita” TV Spot
                                                                    • Figure 44: Honey Bunches of Oats, Abuelita TV spot, June 2014
                                                                • How Hispanics See Themselves

                                                                  • Key points
                                                                    • Mirror, mirror on the wall…
                                                                        • Figure 45: Perceived difference of Hispanics (self) vs typical American – difference of top 2 box, March 2014
                                                                      • Correspondence analysis
                                                                        • Methodology
                                                                          • The acculturation path: from family oriented to individualistic
                                                                            • Figure 46: Correspondence analysis, March 2014
                                                                            • Figure 47: Phrases used by Hispanics to describe themselves – Top 2 Box, by level of acculturation, March 2014
                                                                          • Younger Hispanics more individualistic
                                                                            • Figure 48: Phrases used by Hispanics to describe themselves – Top 2 Box, by age, March 2014
                                                                          • Hispanics don’t have strong feelings about how to describe the typical American
                                                                            • Figure 49: Phrases Hispanics use to describe the typical American– Top 2 Box, by age, March 2014
                                                                          • Unacculturated Hispanics have a positive image of the typical American
                                                                            • Figure 50: Phrases Hispanics use to describe the typical American– Top 2 Box, by level of acculturation, March 2014
                                                                        • Importance of Hispanic Values and Traditions

                                                                          • Key points
                                                                            • Importance of values and traditions
                                                                                • Figure 51: Importance of values and traditions among Hispanics, by level of acculturation, March 2014
                                                                              • Hispanic women play important role instilling Hispanic values and traditions
                                                                                • Figure 52: Importance of values and traditions among Hispanics, by gender, March 2014
                                                                              • Importance of Hispanic values and traditions decreases slightly with income
                                                                                • Figure 53: Importance of values and traditions among Hispanics, by household income, March 2014
                                                                            • Importance of Family

                                                                              • Key points
                                                                                • Importance of family
                                                                                  • Sitting together as a family for dinner is important to Hispanics
                                                                                    • Family is important even when they live far away
                                                                                      • Watching TV together as a family less important as Hispanics are more acculturated
                                                                                        • Shopping as a family more important among less acculturated Hispanics
                                                                                          • Figure 54: Importance of family among Hispanics, by level of acculturation, March 2014
                                                                                        • Hispanic women are the glue that keeps the family together
                                                                                          • Figure 55: Importance of family among Hispanics, by gender, March 2014
                                                                                      • Importance of Spanish

                                                                                        • Key points
                                                                                          • The majority of Hispanics are bilingual
                                                                                            • Figure 56: Language spoken at home, July 2012- September 2012
                                                                                          • Importance of Spanish
                                                                                              • Figure 57: Importance of Spanish language among Hispanics, by level of acculturation, March 2014
                                                                                            • Importance of Spanish increases among older Hispanics
                                                                                              • Figure 58: Importance of Spanish language among Hispanics, by age, March 2014
                                                                                            • Importance of activities in Spanish decreases with income
                                                                                              • Figure 59: Importance of Spanish language among Hispanics, by household income, March 2014
                                                                                          • Why Hispanics are Becoming More Bicultural

                                                                                            • Key points
                                                                                              • For the majority of Hispanics, this is home
                                                                                                • Figure 60: Hispanics’ future plans, by level of acculturation, March 2014
                                                                                              • Hispanics enjoy living the American lifestyle and customs
                                                                                                • Figure 61: Hispanics’ culture and lifestyle, by gender, November 2012-December 2013
                                                                                              • A little English helps Hispanics enjoy what the American culture has to offer
                                                                                                • Figure 62: Hispanics’ culture and lifestyle, by languages spoken in home, November 2012-December 2013
                                                                                              • From tamales to mac & cheese, Hispanics like it all
                                                                                                • Figure 63: Hispanics’ eating habits, by age, November 2012-December 2013
                                                                                              • The majority of Hispanics enjoy traditional Hispanic foods, but prepare them less frequently as they become more acculturated
                                                                                                • Figure 64: Hispanics’ eating habits, by languages spoken in home, November 2012-December 2013
                                                                                              • Hispanics celebrate US holidays with a twist
                                                                                                • Figure 65: Hispanics’ culture and lifestyle, by languages spoken in home, November 2012-December 2013
                                                                                              • A note about Cinco de Mayo
                                                                                                • The role of social networks keeping Hispanics connected to their Hispanic roots
                                                                                                  • Figure 66: Attitudes toward social networks – Latin culture – Any agree, by level of acculturation, March 2014
                                                                                              • Social Life

                                                                                                • Key points
                                                                                                  • Family gatherings are an important part of Hispanics’ lives
                                                                                                    • Figure 67: Hispanics’ social life, by gender, November 2012-December 2013
                                                                                                  • When Spanish is lost, so is an important link to Latino roots
                                                                                                    • Figure 68: Hispanics’ social life, by languages spoken in home, November 2012-December 2013
                                                                                                  • Birds of a feather flock together
                                                                                                    • Figure 69: People Hispanics spend time with, unacculturated Hispanics, March 2014
                                                                                                  • Bicultural Hispanics still relate mainly with other Hispanics at home
                                                                                                    • Figure 70: People Hispanics spend time with, bicultural Hispanics, March 2014
                                                                                                  • Acculturated Hispanics live in an English-language world
                                                                                                    • Figure 71: People Hispanics spend time with, acculturated Hispanics, March 2014
                                                                                                • Political Views

                                                                                                  • Key points
                                                                                                    • Hispanics skew conservative but use a different definition
                                                                                                      • Figure 72: Hispanics’ political outlook, by age, November 2012-December 2013
                                                                                                    • Slightly more than half of Hispanics are registered to vote
                                                                                                      • Figure 73: Hispanics registered to vote, by age, November 2012-December 2013
                                                                                                    • The majority of Hispanics not registered to vote may not be eligible yet
                                                                                                      • Figure 74: Hispanics registered to vote, by languages spoken in home, November 2012-December 2013
                                                                                                    • Hispanics lean Democrat
                                                                                                      • Figure 75: Hispanics’ political party registration, by gender, November 2012-December 2013
                                                                                                    • While moderate, Republicans’ appeal increases among English-dominant Hispanics
                                                                                                      • Figure 76: Hispanics’ political party registration, by languages spoken in home, November 2012-December 2013
                                                                                                  • Religious Views

                                                                                                    • Key points
                                                                                                      • The majority of Hispanics are still Catholic…
                                                                                                        • Figure 77: Hispanics and religion, by age, November 2012-December 2013
                                                                                                      • … but preference declines as English begins to dominate
                                                                                                        • Figure 78: Hispanics and religion, by languages spoken in home, November 2012-December 2013
                                                                                                    • Language and the Media

                                                                                                      • Key points
                                                                                                        • Spanish-language magazines and newspapers have a clear niche
                                                                                                          • Figure 79: Language and the media among Hispanics – books, magazines, or newspapers, by languages spoken in home, November 2012-December 2013
                                                                                                        • As long as some Spanish is spoken, Spanish-language programming has its charm
                                                                                                          • Figure 80: Language and the media among Hispanics – television, by languages spoken in home, November 2012-December 2013
                                                                                                        • Radio preferences are also driven by mood
                                                                                                          • Figure 81: Language and the media among Hispanics – radio, by languages spoken in home, November 2012-December 2013
                                                                                                        • English is preferred to go online
                                                                                                          • Figure 82: Language and the media among Hispanics – websites, by languages spoken in home, November 2012-December 2013
                                                                                                        • Using Spanish helps to rally Spanish-dominant Hispanics
                                                                                                          • Figure 83: Attitudes toward language and media, by languages spoken in home, November 2012-December 2013
                                                                                                      • Acculturation

                                                                                                          • What is acculturation?
                                                                                                            • Figure 84: Acculturation diagram
                                                                                                            • Figure 85: Variables that affect acculturation
                                                                                                          • Why is level of acculturation important?
                                                                                                            • Levels of acculturation
                                                                                                              • Figure 86: Characteristics of primary acculturation levels
                                                                                                            • What is retroacculturation?
                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                              • Importance of Spanish language
                                                                                                                • Figure 87: Importance of Spanish language among Hispanics, by gender, March 2014
                                                                                                                • Figure 88: Importance of Spanish language among Hispanics, by language primarily spoken in the home, March 2014
                                                                                                                • Figure 89: Importance of Spanish language among Hispanics, by level of acculturation, March 2014
                                                                                                              • Importance of family
                                                                                                                • Figure 90: Importance of family among Hispanics, by age, March 2014
                                                                                                                • Figure 91: Importance of family among Hispanics, by household income, March 2014
                                                                                                                • Figure 92: Importance of family among Hispanics, by language primarily spoken in the home, March 2014
                                                                                                                • Figure 93: Importance of family among Hispanics, by level of acculturation, March 2014
                                                                                                              • Importance of values and traditions
                                                                                                                • Figure 94: Importance of values and traditions among Hispanics, by age, March 2014
                                                                                                                • Figure 95: Importance of values and traditions among Hispanics, by language primarily spoken in the home, March 2014
                                                                                                                • Figure 96: Importance of values and traditions among Hispanics, by level of acculturation, March 2014
                                                                                                              • Future plans
                                                                                                                • Figure 97: Future plans, by gender, March 2014
                                                                                                                • Figure 98: Future plans, by language primarily spoken in the home, March 2014
                                                                                                                • Figure 99: Future plans, by level of acculturation, March 2014
                                                                                                              • Phrases used to describe yourself
                                                                                                                • Figure 100: Phrases used by Hispanics to describe themselves – Top 2 Box, by gender, March 2014
                                                                                                                • Figure 101: Phrases used by Hispanics to describe themselves – Top 2 Box, by household income, March 2014
                                                                                                                • Figure 102: Phrases used by Hispanics to describe themselves – Top 2 Box, by language primarily spoken in the home, March 2014
                                                                                                              • Phrases used to describe typical American
                                                                                                                • Figure 103: Phrases Hispanics use to describe the typical American– Top 2 Box, by gender, March 2014
                                                                                                                • Figure 104: Phrases Hispanics use to describe the typical American– Top 2 Box, by age, March 2014
                                                                                                                • Figure 105: Phrases Hispanics use to describe the typical American– Top 2 Box, by household income, March 2014
                                                                                                                • Figure 106: Phrases Hispanics use to describe the typical American– Top 2 Box, by language primarily spoken in the home, March 2014
                                                                                                                • Figure 107: Phrases Hispanics use to describe the typical American– Top 2 Box, by level of acculturation, March 2014
                                                                                                              • Why Hispanics are bicultural
                                                                                                                • Figure 108: Hispanics’ culture and lifestyle, by gender, November 2012-December 2013
                                                                                                                • Figure 109: Hispanics’ culture and lifestyle, by gender, November 2012-December 2013
                                                                                                              • People spend time with
                                                                                                                • Figure 110: People Hispanics spend time with – At home, by gender, March 2014
                                                                                                                • Figure 111: People Hispanics spend time with – At home, by age, March 2014
                                                                                                                • Figure 112: People Hispanics spend time with – At home, by household income, March 2014
                                                                                                                • Figure 113: People Hispanics spend time with – At home, by language primarily spoken in the home, March 2014
                                                                                                                • Figure 114: People Hispanics spend time with – At home, by level of acculturation, March 2014
                                                                                                                • Figure 115: People Hispanics spend time with – Out of home (not at work), by gender, March 2014
                                                                                                                • Figure 116: People Hispanics spend time with – Out of home (not at work), by age, March 2014
                                                                                                                • Figure 117: People Hispanics spend time with – Out of home (not at work), by household income, March 2014
                                                                                                                • Figure 118: People Hispanics spend time with – Out of home (not at work), by language primarily spoken in the home, March 2014
                                                                                                                • Figure 119: People Hispanics spend time with – Out of home (not at work), by level of acculturation, March 2014
                                                                                                                • Figure 120: People Hispanics spend time with – At work, by gender, March 2014
                                                                                                                • Figure 121: People Hispanics spend time with – At work, by age, March 2014
                                                                                                                • Figure 122: People Hispanics spend time with – At work, by household income, March 2014
                                                                                                                • Figure 123: People Hispanics spend time with – At work, by language primarily spoken in the home, March 2014
                                                                                                                • Figure 124: People Hispanics spend time with – At work, by level of acculturation, March 2014
                                                                                                              • Political views
                                                                                                                • Figure 125: Hispanics’ political outlook, by gender, November 2012-December 2013
                                                                                                                • Figure 126: Hispanics’ political outlook, by languages spoken in home, November 2012-December 2013
                                                                                                                • Figure 127: Hispanics Registered to vote, by gender, November 2012-December 2013
                                                                                                              • Language and the media
                                                                                                                • Figure 128: Language and the media among Hispanics – Books, magazines, or newspapers, by gender, November 2012-December 2013
                                                                                                                • Figure 129: Language and the media among Hispanics – television, by gender, November 2012-December 2013
                                                                                                                • Figure 130: Language and the media among Hispanics – radio, by gender, November 2012-December 2013
                                                                                                                • Figure 131: Language and the media among Hispanics – websites, by gender, November 2012-December 2013
                                                                                                                • Figure 132: Attitudes toward language and media, by gender, November 2012-December 2013

                                                                                                            Companies Covered

                                                                                                            • Experian

                                                                                                            Hispanics and American Culture and Identity - US - July 2014

                                                                                                            £3,199.84 (Excl.Tax)