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Hispanics and Big Ticket Purchases: Electronics and Appliances - US - September 2009

This report examines similarities and differences between Hispanics and non-Hispanics regarding big ticket purchases and reveals which segments of the Hispanic population are more apt to make such purchases.

Specifically, this report:

  • Examines purchases by and among Hispanics and non-Hispanics of major appliances, furniture and consumer electronics
  • Explores the drivers of big ticket purchases
  • Reviews categories where Hispanics are more likely than non-Hispanics to make a purchase
  • Reveals trends in category expenditures
  • Provides demographic analysis of big ticket purchase frequency including comparisons of Hispanics and non-Hispanics, and age, income, level of acculturation, size of household and other factors among Hispanics
  • Presents factors that influence electronic and appliance purchases including price, warranty and service
  • Reports retail store preferences for big ticket purchases

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Table of contents

  1. Scope and Themes

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

                      • Hispanics’ purchasing power and home-ownership are growing
                        • Despite being ripe for growth, big ticket spending was down
                          • Hispanics are just as likely as non-Hispanics to buy a major appliance
                            • Hispanics are more likely to have purchased any household furnishing
                              • Electronics are a mixed bag
                                • The retail decision
                                  • Big ticket retailing
                                    • Understanding the consumer
                                      • Demographics
                                        • Acculturation
                                        • Insights and Opportunities

                                          • More bang for the marketing buck
                                            • Sweet spot—$50K+ households
                                              • Enthusiastic home remodelers and new home buyers
                                                • Children’s furniture, flat panel TVs and PCs
                                                • Inspire Insights

                                                    • Trend: Trading Up, Trading Down, Trading Over
                                                      • What's it about?
                                                        • What we've seen
                                                          • Specifics
                                                            • Implications
                                                              • Trend: Premiumization of Home Care
                                                                • What's it about?
                                                                  • What we've seen
                                                                    • Specifics
                                                                      • Implications
                                                                      • Market Drivers

                                                                        • Hispanics’ purchasing power
                                                                          • Figure 1: U.S. buying power, Hispanics and non-Hispanics, 2008-13
                                                                          • Figure 2: Hispanics’ buying power, ranked by state, 2008
                                                                          • Figure 3: Purchasing power, by race/Hispanic origin, 2008
                                                                        • Hispanics’ income levels
                                                                          • Figure 4: Hispanic households, by total money income, 1998-2008
                                                                        • Hispanics’ economic growth
                                                                          • Home-ownership rates among Hispanics
                                                                            • Figure 5: Home-ownership rates, by race/Hispanic orgin of householder, 2003-08
                                                                          • Home improvement expenditures
                                                                            • Figure 6: Total home improvement expenditures in inflation-adjusted dollars (2007 dollars), by race/Hispanic origin, 2001-07
                                                                        • Category Expenditure

                                                                          • Historic household expenditure by category
                                                                            • Figure 7: Total expenditures on key categories, Hispanic and non-Hispanic, 2001-07
                                                                          • Estimated household expenditure by category
                                                                            • Figure 8: Average household expenditures on key categories, Hispanic and non-Hispanic, 2007-09
                                                                          • Estimated household expenditure for “big ticket” categories
                                                                            • Figure 9: Big ticket average annual expenditures, by Hispanic origin of consumer unit reference person, 2001 and 2007
                                                                          • CEA says Hispanics spend more on consumer electronics
                                                                          • The Hispanic Consumer and Appliances

                                                                            • Key points
                                                                              • Hispanics’ and non-Hispanics’ trended appliance purchases
                                                                                  • Figure 10: Any major appliance bought in last 12 months, Hispanics vs. non-Hispanics, trended January 2003-March 2009
                                                                                • Hispanics and appliances
                                                                                  • Hispanics vs. non-Hispanics
                                                                                      • Figure 11: Appliances bought in last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                    • By household income
                                                                                        • Figure 12: Appliances bought in last 12 months, by household income, February 2008-March 2009
                                                                                      • By household size
                                                                                        • Figure 13: Appliances bought in last 12 months, by household size, February 2008-March 2009
                                                                                    • Hispanics and Household Furnishings

                                                                                      • Key points
                                                                                        • Household furnishings
                                                                                          • Hispanics’ and non-Hispanics’ purchasing frequency
                                                                                            • Figure 14: Household furnishings bought in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                          • Hispanics and household furnishings
                                                                                            • By language
                                                                                              • Figure 15: Household furnishings bought in last 12 months, by language spoken at home, February 2008-March 2009
                                                                                            • By household income
                                                                                              • Figure 16: Household furnishings bought in last 12 months, by household income, February 2008-March 2009
                                                                                            • By household size
                                                                                              • Figure 17: Household furnishings bought in last 12 months, by Hispanic household size, February 2008-March 2009
                                                                                            • The bedroom
                                                                                              • Bedroom furniture—Hispanics’ and non-Hispanics’ expenditures
                                                                                                • Figure 18: Amount spent on bedroom furnishings in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                              • Bedroom furniture
                                                                                                • By language
                                                                                                  • Figure 19: Amount spent on bedroom furnishings in the last 12 months, by language spoken at home, February 2008-March 2009
                                                                                                • By household income
                                                                                                  • Figure 20: Amount spent on bedroom furnishings in the last 12 months, by household income, February 2008-March 2009
                                                                                                • By household size
                                                                                                  • Figure 21: Amount spent on bedroom furnishings in the last 12 months, by household size, February 2008-March 2009
                                                                                                • The children’s room
                                                                                                  • Children’s room furnishings—Hispanics’ and non-Hispanics’ expenditures
                                                                                                    • Figure 22: Amount spent on children’s room furnishings in the last 12 months, Hispanic and non-Hispanic, May 2009
                                                                                                  • Children’s room furnishings
                                                                                                    • By household income
                                                                                                      • Figure 23: Amount spent on children’s furniture in the last 12 months, by household income, February 2008-March 2009
                                                                                                    • The living room and dining room
                                                                                                      • Living and dining room furniture—Hispanics’ and non-Hispanics’ expenditures
                                                                                                        • Figure 24: Amount spent on living room and dining room furniture in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                      • By household income
                                                                                                        • Figure 25: Amount spent on living room and dining room furniture in the last 12 months, by household income, February 2008-March 2009
                                                                                                      • By household size
                                                                                                        • Figure 26: Amount spent on living room or dining room furniture in the last 12 months, by household size, February 2008-March 2009
                                                                                                      • The great outdoors
                                                                                                        • The great outdoors—Hispanics’ and non-Hispanics’ expenditures
                                                                                                          • Figure 27: Amount spent on lawn and patio furniture in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                        • The great outdoors
                                                                                                          • By language
                                                                                                            • Figure 28: Amount spent on lawn, porch and patio furniture in the last 12 months, by language spoken at home, February 2008-March 2009
                                                                                                        • Electronics in the Home

                                                                                                          • Key points
                                                                                                            • Electronics—Hispanics’ and non-Hispanics’ ownership
                                                                                                              • Figure 29: Ownership of consumer electronic products, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                            • Hispanics and electronics
                                                                                                              • By language
                                                                                                                • Figure 30: Hispanic ownership of consumer electronic products, by language spoken at home, February 2008-March 2009
                                                                                                              • By household income
                                                                                                                • Figure 31: Hispanic ownership of consumer electronic products, by household income, February 2008-March 2009
                                                                                                              • By household size
                                                                                                                • Figure 32: Hispanic ownership of consumer electronic products, by household size, February 2008-March 2009
                                                                                                              • Camcorders and video cameras—Hispanics’ and non-Hispanics’ expenditures
                                                                                                                • Figure 33: Average amount spent on camcorder/video camera, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                              • By household income
                                                                                                                • Figure 34: Average amount spent on camcorder/video camera, by Hispanic household income, February 2008-March 2009
                                                                                                              • Television sets—Hispanics’ and non-Hispanics’ ownership
                                                                                                                • Figure 35: Type of television owned – by most recent purchase, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                              • Television sets—Hispanics’ and non-Hispanics’ expenditures
                                                                                                                • Figure 36: Amount spent on most recent television set purchase, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                              • By language
                                                                                                                • Figure 37: Average amount on most recent television purchase, by language preferred when watching television, February 2008-March 2009
                                                                                                              • By household income
                                                                                                                • Figure 38: Average amount spent on most recent television purchase, by household income, February 2008-March 2009
                                                                                                              • PCs—Hispanics’ and non-Hispanics’ ownership
                                                                                                                • Figure 39: Number of pcs owned by the household, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                              • PCs—Hispanics’ and non-Hispanics’ expenditures
                                                                                                                • Figure 40: Total cost of most recent PC purchase, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                              • By language
                                                                                                                • Figure 41: Total cost of most recent PC purchase, by language spoken at home, February 2008-March 2009
                                                                                                              • By household income
                                                                                                                • Figure 42: Total cost of most recent pc purchase, by household income, February 2008-March 2009
                                                                                                              • PC expenditures—by children in the home
                                                                                                                • Figure 43: Total cost of most recent pc purchase, by presence of children, February 2008-March 2009
                                                                                                            • Shopping for Electronics

                                                                                                              • Key points
                                                                                                                • Willingness to travel to a home electronics/improvement store
                                                                                                                  • Figure 44: Hispanic distance tolerance, by store type, May 2009
                                                                                                                • Factors that influence purchase decisions
                                                                                                                  • Figure 45: Factors that influence electronic and appliance purchases, May 2009
                                                                                                                • By place of birth
                                                                                                                  • Figure 46: Factors that influence electronic and appliance purchases, by place of birth, May 2009
                                                                                                                • Sources of information
                                                                                                                  • Figure 47: Information sources used when purchasing electronics or appliances, by age, May 2009
                                                                                                                • By educational attainment
                                                                                                                  • Figure 48: Information sources used when purchasing electronics or appliances, by educational attainment, May 2009
                                                                                                                • By place of birth
                                                                                                                  • Figure 49: Information sources used when purchasing electronics or appliances, by place of birth, May 2009
                                                                                                              • Hispanics and “Big Ticket” Retailing

                                                                                                                • Key points
                                                                                                                  • Appliances and electronics
                                                                                                                    • Major appliance retailers
                                                                                                                      • Figure 50: U.S. Leading major appliance retailers, ranked by major appliance sales, 2007 and 2008
                                                                                                                    • Consumer electronics retailers
                                                                                                                      • Figure 51: U.S. Leading consumer electronics retailers, ranked by consumer electronic sales, 2007 and 2008
                                                                                                                    • Retailer preferences for appliances/electronics—Hispanic and non-Hispanic
                                                                                                                      • Figure 52: Non-specialist retailers where purchased appliances/electronics/computers in last three months, Hispanics and non-Hispanics February 2008-March 2009
                                                                                                                      • Figure 53: Home electronic stores where purchases were conducted in last four weeks, Hispanics and non-Hispanics February 2008-March 2009
                                                                                                                    • Home furnishing
                                                                                                                      • Home furnishing retailers
                                                                                                                        • Figure 54: U.S. Leading home furnishing retailers, ranked by home furnishing revenue, 2007 and 2008
                                                                                                                      • Home furnishing stores shopped
                                                                                                                        • Figure 55: Home furnishing stores shopped at in the last three months, Hispanics and non-Hispanics, February 2008-March 2009
                                                                                                                      • Retail purchase preferences for home furnishings—Hispanic and non-Hispanic
                                                                                                                        • Figure 56: Home furnishing/houseware retailers where purchases were conducted, Hispanics and non-Hispanics February 2008-March 2009
                                                                                                                        • Figure 57: Non-specialist retailers where purchased home furnishings, Hispanics and non-Hispanics February 2008-March 2009
                                                                                                                    • Advertising and Promotion

                                                                                                                      • Key points
                                                                                                                        • Home furnishings advertising
                                                                                                                          • Figure 58: Television Spot, “Blue and white stars on Memorial Day,” May 2009
                                                                                                                          • Figure 59: Television Spot, “Cindy Crawford colors,” August 2009
                                                                                                                          • Figure 60: Television Spot, “Hot anniversary sale #30,” June 2009
                                                                                                                        • Major appliance and electronics advertising
                                                                                                                          • Figure 61: Television Spot, “Man wants to surprise his wife with a stove,” August 2009
                                                                                                                          • Figure 62: Television Spot, “Luis’s mother-in-law comes to stay; sink and refrigerator are broke,” October 2008
                                                                                                                          • Figure 63: Television Spot, “Lety will get samsung TV to watch super bowl with her friends,” January 2009
                                                                                                                      • Cluster Analysis

                                                                                                                          • Practicals
                                                                                                                            • Netsters
                                                                                                                              • Layawayers
                                                                                                                                • Cluster characteristics
                                                                                                                                  • Figure 64: Hispanics and big ticket items clusters, May 2009
                                                                                                                                  • Figure 65: Hispanics’ attitudes towards electronics and appliances, by cluster, May 2009
                                                                                                                                  • Figure 66: Information source for the purchase of electronics and appliances, by cluster, May 2009
                                                                                                                                  • Figure 67: Features that are important to Hispanics when purchasing electronics and appliances, by cluster, May 2009
                                                                                                                                • Cluster demographics
                                                                                                                                  • Figure 68: Hispanics and big ticket items clusters, by gender, May 2009
                                                                                                                                  • Figure 69: Hispanics and big ticket items clusters, by age, May 2009
                                                                                                                                  • Figure 70: Hispanics and big ticket items clusters, by household income, May 2009
                                                                                                                                  • Figure 71: Hispanics and big ticket items by cluster, by language spoken at home, May 2009
                                                                                                                                  • Figure 72: Hispanics and big ticket items clusters, by U.S. birth, May 2009
                                                                                                                                • Cluster methodology
                                                                                                                                • U.S. Hispanic Population

                                                                                                                                    • Key points
                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                        • Figure 73: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                        • Figure 74: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
                                                                                                                                        • Figure 75: Population, by race and Hispanic origin, 2004-14
                                                                                                                                      • The Hispanic and non-Hispanic population
                                                                                                                                        • The Hispanic and total U.S. population by age
                                                                                                                                          • Figure 76: U.S. Hispanic population, by age, 2004-14
                                                                                                                                          • Figure 77: Total U.S. population by age, 2004-14
                                                                                                                                        • Hispanics by generation
                                                                                                                                          • Figure 78: Generations, by Hispanic vs. non-Hispanic, 2008
                                                                                                                                          • Figure 79: Fertility rate, by race and Hispanic origin of mother, 1996-2006
                                                                                                                                        • The Hispanic household
                                                                                                                                          • Figure 80: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                          • Figure 81: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2008
                                                                                                                                          • Figure 82: Households, by presence of children—Hispanics vs. non-Hispanics, 2006
                                                                                                                                        • Hispanics by country of origin/heritage
                                                                                                                                          • Figure 83: Hispanic population, by country of origin/heritage, 2007
                                                                                                                                          • Figure 84: Graph: Hispanics, by country of origin/heritage, 2007
                                                                                                                                        • Hispanics by geographic concentration
                                                                                                                                          • Figure 85: Hispanic population, by region, by country of origin/heritage, 2007
                                                                                                                                          • Figure 86: Graph: Hispanic population, by region and by country of origin/heritage, 2007
                                                                                                                                          • Figure 87: Hispanic population in top five states, by country of origin, 2006
                                                                                                                                          • Figure 88: Hispanic population in top five states, by country of origin, 2006
                                                                                                                                        • States with greatest Hispanic population growth
                                                                                                                                          • Figure 89: Hispanic population, states with greatest percentage increase, 2000-06
                                                                                                                                        • Key Hispanic metropolitan areas
                                                                                                                                          • Figure 90: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2008
                                                                                                                                      • Acculturation

                                                                                                                                          • What is acculturation?
                                                                                                                                            • Why is level of acculturation important?
                                                                                                                                              • Levels of acculturation
                                                                                                                                                • Unacculturated/Enculturated
                                                                                                                                                  • Acculturated/Bicultural
                                                                                                                                                    • Assimilated
                                                                                                                                                        • Figure 91: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                      • What is retro-acculturation?
                                                                                                                                                        • Retro-acculturation
                                                                                                                                                        • Appendix: Other Useful Consumer Tables – Purchases and Expenditure

                                                                                                                                                          • Appliances bought—Hispanic vs. non-Hispanic
                                                                                                                                                            • Figure 92: Appliances bought in last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
                                                                                                                                                          • Appliances bought by language
                                                                                                                                                            • Figure 93: Appliances bought in last 12 months, by language spoken at home, February 2008-March 2009
                                                                                                                                                          • Appliances bought by place of birth
                                                                                                                                                            • Figure 94: Appliances bought in last 12 months, by place of birth, February 2008-March 2009
                                                                                                                                                          • Expenditures on camcorder/video camera by language
                                                                                                                                                            • Figure 95: Average amount spent on camcorder/video camera, by language spoken at home, February 2008-March 2009
                                                                                                                                                            • Figure 96: Number of televisions owned by a household, Hispanic vs. non-Hispanic, February 2008-March 2009
                                                                                                                                                          • Amount spent on television purchase by household size
                                                                                                                                                            • Figure 97: average amount spent on most recent television purchase, by household size, February 2008-March 2009
                                                                                                                                                          • PC expenditures by place of birth
                                                                                                                                                            • Figure 98: Total cost of most recent pc purchase, by place of birth, February 2008-March 2009
                                                                                                                                                        • Appendix: Other Useful Consumer Tables – Influencers and Sources

                                                                                                                                                          • Factors that influence purchase decisions
                                                                                                                                                            • Figure 99: Factors that influence electronic and appliance purchases, by gender, May 2009
                                                                                                                                                          • By age
                                                                                                                                                            • Figure 100: Factors that influence electronic and appliance purchases, by age, May 2009
                                                                                                                                                          • By educational attainment
                                                                                                                                                            • Figure 101: Factors that influence electronic and appliance purchases, by educational attainment, May 2009
                                                                                                                                                          • By household income
                                                                                                                                                            • Figure 102: factors that influence electronic and appliance purchases, by household income, May 2009
                                                                                                                                                          • Sources of information
                                                                                                                                                            • Figure 103: Information sources used when purchasing electronics or appliances, by gender, May 2009
                                                                                                                                                          • By household income
                                                                                                                                                            • Figure 104: Information sources used when purchasing electronics or appliances, by household income, May 2009
                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Amazon North America
                                                                                                                                                          • American Home Furnishings Alliance (AHFA)
                                                                                                                                                          • Apple, Inc
                                                                                                                                                          • Ashley Furniture Industries, Inc.
                                                                                                                                                          • Ashley Homestore
                                                                                                                                                          • Association of Home Appliance Manufacturers
                                                                                                                                                          • AT&T Inc.
                                                                                                                                                          • Bed Bath & Beyond Inc
                                                                                                                                                          • Best Buy stores (USA)
                                                                                                                                                          • CCA Global Partners
                                                                                                                                                          • Circuit City (US)
                                                                                                                                                          • Consumer Electronics Association
                                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                                          • Dell Inc.
                                                                                                                                                          • GameStop Corp
                                                                                                                                                          • Home Depot (USA)
                                                                                                                                                          • Home Furnishings News (HFN)
                                                                                                                                                          • IKEA USA
                                                                                                                                                          • JCPenney (department stores and catalog)
                                                                                                                                                          • Lowe Worldwide
                                                                                                                                                          • Macy's, Inc.
                                                                                                                                                          • McKinsey & Company
                                                                                                                                                          • National Association of Home Builders (NAHB)
                                                                                                                                                          • National Association of the Remodeling Industry (NARI)
                                                                                                                                                          • National Kitchen & Bath Association (NKBA)
                                                                                                                                                          • P.C. Richard & Son
                                                                                                                                                          • Pier 1 Imports, Inc
                                                                                                                                                          • Pioneer Corporation
                                                                                                                                                          • RadioShack Corporation
                                                                                                                                                          • Rooms To Go, Inc
                                                                                                                                                          • Samsung Electronics (USA)
                                                                                                                                                          • Sears Holdings Corporation
                                                                                                                                                          • Sony Corporation of America
                                                                                                                                                          • Target Corporation
                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                          Hispanics and Big Ticket Purchases: Electronics and Appliances - US - September 2009

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