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Hispanics and Entertainment - US - June 2012

According to the U.S. Census Bureau, the Hispanic population is expected to reach 59.4 million by 2016, a 15.8% increase from 2011. Currently more than $1 trillion, Hispanic spending power is expected to climb to nearly $1.5 trillion by 2015. Hispanic households are more likely than non-Hispanic households to have children. Hispanic families are also larger than non-Hispanic families, with multigenerational members of the same household engaging in various forms of entertainment and leisure-time activities. The preferred language of Hispanics plays a much lesser role than income levels, with cost a key factor in the entertainment activities they participate in. Understanding these differences and the forms of entertainment that Hispanics prefer will help marketers not only maintain but grow their business among this important consumer group.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • CHAID analysis methodology
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Market factors
                            • Figure 1: Monthly household expenditure on entertainment, by household income, March 2012
                          • Online entertainment preferences
                            • Figure 2: Top 5 Weekly online activities, by languages spoken at home, March 2012
                          • Older Hispanic women’s online habits
                            • Figure 3: Frequency of playing or downloading a video game from online sources, by gender and age, March 2012
                          • Entertainment activities Hispanics engage in
                            • Figure 4: Types and frequency of entertainment and leisure activities, March 2012
                          • Books
                            • Figure 5: Incidence of purchasing a book in the last 12 months, by preferred language when reading, October 2010-November 2011
                            • Figure 6: Incidence of purchasing a book in the last 12 months, by preferred language when reading, October 2010-November 2011
                            • Figure 7: Incidence of purchasing a book in the last 12 months, by race/Hispanic origin, October 2010-November 2011
                          • Games and toys
                            • Figure 8: Top 5 games/toys purchased in the last 12 months, by race/Hispanic origin, October 2010-November 2011
                          • The consumer
                            • U.S. Hispanic population
                              • Figure 9: Population, by race/Hispanic origin, 2006-16
                            • Hispanic households with children
                              • Figure 10: Households with children, by race/Hispanic origin of householder, 2011
                            • What we think
                            • Issues in the Market

                                • Are Hispanics spending more on entertainment or has the cost gone up?
                                  • Are Hispanics consuming less Spanish-language media?
                                    • Can family-friendly marketing incentives increase Hispanics’ patronage?
                                    • Insights and Opportunities

                                      • Grow the focus on bilingual, bicultural Hispanics
                                        • Hispanic women are highly active in social media
                                        • Inspire Insights

                                            • Trend: Let’s Make A Deal
                                              • Trend: Non-Standard Society
                                              • The Hispanic Entertainment Consumer

                                                • Key points
                                                  • Trends in entertainment consumption
                                                    • Hispanic adults are more likely to read in English
                                                      • Figure 11: Trend for language preferred when reading, by Hispanics, 2007- 2011
                                                    • Hispanics are less likely to watch Spanish-language television
                                                        • Figure 12: Trend for language preferred when watching television, by Hispanics, 2007-2011
                                                      • Hispanics are listening more to English-language radio
                                                          • Figure 13: Trend for language preferred when listening to the radio, by Hispanics, 2007-2011
                                                        • Hispanics tend to visit websites in English
                                                            • Figure 14: Preferred language when visiting websites, by Hispanics, 2010- 2011
                                                          • Household expenditure on entertainment
                                                              • Figure 15: Hispanics’ monthly household expenditure on entertainment, by household income, March 2012
                                                              • Figure 16: Hispanics’ monthly household expenditure on entertainment, by language spoken at home, March 2012
                                                            • Changes in household spending on entertainment
                                                              • Figure 17: Changes in entertainment expenditures, by gender and household income, March 2012
                                                              • Figure 18: Changes in entertainment expenditures, by language spoken at home, March 2012
                                                            • Reasons for increased entertainment spending
                                                              • Figure 19: Reasons for higher household expenditures on entertainment, by gender, March 2012
                                                              • Figure 20: Influence of kids on higher household expenditures on entertainment, March 2012
                                                            • Reasons for lower entertainment spending
                                                              • Figure 21: Reasons for lower household expenditures on entertainment, by household income, March 2012
                                                          • Entertainment Activities

                                                            • Key points
                                                              • Preferred entertainment activities and consumption habits
                                                                • Hispanic adults are selective in their out-of-home entertainment choices
                                                                  • Figure 22: Frequency of participating in a range of entertainment activities, March 2012
                                                                • Bars and nightclubs are frequented only occasionally
                                                                  • Figure 23: Frequency of going to a bar/nightclub, March 2012
                                                                  • Figure 24: Frequency of going to a bar/nightclub, by gender and household income, March 2012
                                                                • Sports, fitness, and other leisure activities
                                                                  • Income and gender determine engagement levels in various activities
                                                                    • Figure 25: Types and frequency of doing various entertainment activities, by gender and household income, March 2012
                                                                    • Figure 26: Types and frequency of doing various entertainment activities, by gender and household income, March 2012
                                                                  • Sports passions vary by language preference
                                                                    • Figure 27: Incidence of sports viewed on television in the last 12 months, by language preferred while watching television, March 2012
                                                                  • Books and e-books
                                                                    • Figure 28: Likelihood of purchasing a book in the last 12 months, types of books purchased, and source of books purchased, by race and Hispanic origin, October 2010-November 2011
                                                                    • Figure 29: Likelihood of purchasing a book in the last 12 months, types of books purchased, and source of books purchased, by language preferred when reading, October 2010-November 2011
                                                                    • Figure 30: E-book usage in the last 12 months and types of device used, by race/Hispanic origin, October 2010-November 2011
                                                                    • Figure 31: E-book usage in the last 12 months and types of device used, by language preferred when reading, October 2010-November 2011
                                                                • The Hispanic Online Entertainment Consumer

                                                                  • Key points
                                                                    • How Hispanics access the internet
                                                                      • English-dominant adults are more likely to be online
                                                                          • Figure 32: Preferred device for accessing the internet, by language spoken at home, October 2010-November 2011
                                                                        • Online access is impacted by household income
                                                                          • Figure 33: Time spent using the internet away from work or school, by household income, March 2012
                                                                        • The Hispanic online consumer
                                                                          • Gender and age greatly impact online entertainment choices
                                                                            • Figure 34: Weekly online activities, by gender and age, March 2012
                                                                          • Spanish-dominants are frequent social media users
                                                                              • Figure 35: Weekly online activities, by languages spoken at home, March 2012
                                                                            • Online and dining establishments
                                                                              • Higher-income Hispanic men seek restaurant information online
                                                                                  • Figure 36: Frequency of viewing or ordering restaurant options online, by gender and household income, March 2012
                                                                                • Social media
                                                                                  • Hispanic men and women differ in their social media engagement
                                                                                    • Figure 37: Social sharing/networking websites, by race and Hispanic origin, October 2010-November 2011
                                                                                    • Figure 38: Likelihood of visiting/belonging to social sharing/networking websites, by gender and age, October 2010-November 2011
                                                                                    • Figure 39: Frequency of visits to social sharing/networking websites, by gender and age, October 2010-November 2011
                                                                                    • Figure 40: Media followed on social sharing/networking websites, by gender and age, October 2010-November 2011
                                                                                  • Social media use is heaviest in Spanish-speaking homes
                                                                                      • Figure 41: Frequency of visiting social networks and blogs online, by language spoken in home, March 2012
                                                                                    • Online research and purchase habits
                                                                                      • Latinas use the internet for home entertainment ideas, including cooking
                                                                                          • Figure 42: Frequency of researching various types of online information, by gender and age, March 2012
                                                                                        • Online news sources
                                                                                          • Hispanics differ between language read and language said
                                                                                              • Figure 43: Frequency of reading English vs. Spanish media online, by television language watched at home, March 2012
                                                                                          • Technology and Entertainment

                                                                                            • Key points
                                                                                              • Household ownership of electronic products
                                                                                                • Ownership of entertainment delivery devices is highest in bilingual homes
                                                                                                  • Figure 44: Electronic products and services owned/used, by language spoken at home, March 2012
                                                                                                • Household consumption of digital entertainment
                                                                                                  • Hispanic men are active downloaders, older Latinas enjoy their games
                                                                                                    • Figure 45: Frequency of viewing or downloading games, music, and movies online, by gender and age, March 2012
                                                                                                  • Language plays a role in the frequency of music, film, and game downloads
                                                                                                    • Figure 46: Frequency of viewing or downloading games, music, and movies online, by languages spoken at home, March 2012
                                                                                                • Events, Museums, and Movies

                                                                                                  • Key points
                                                                                                    • Events of interest to Hispanics
                                                                                                      • Figure 47: Types of event attended vs. planning to attend, March 2012
                                                                                                      • Figure 48: Types of event attended vs. planning to attend, by gender and age, March 2012
                                                                                                      • Figure 49: Types of event attended vs. planning to attend, by gender and age, March 2012
                                                                                                    • Movie attendance
                                                                                                      • Hispanics are avid cinema-goers
                                                                                                        • Figure 50: Likelihood of going to movie theaters in the last six months, by race and Hispanic origin, October 2010-November 2011
                                                                                                        • Figure 51: Likelihood of going to movie theaters in the last six months, by gender and age, October 2010-November 2011
                                                                                                        • Figure 52: Likelihood of going to movie theaters in the last 90 days, by race and Hispanic origin, October 2010-November 2011
                                                                                                        • Figure 53: Frequency of going to movie theaters in the last 90 days, by gender and age, October 2010-November 2011
                                                                                                        • Figure 54: Likelihood of attending a 3-D movie screening, by race and Hispanic origin, October 2010-November 2011
                                                                                                        • Figure 55: Likelihood of attending a 3-D movie screening, by gender and age, October 2010-November 2011
                                                                                                        • Figure 56: Types of films viewed at a movie theater in the last six months, by race and Hispanic origin, October 2010-November 2011
                                                                                                        • Figure 57: Types of films viewed at a movie theater in the last six months, by gender and age, March 2012
                                                                                                      • CHAID analysis of Hispanic movie attendance
                                                                                                        • Higher-income younger Hispanics are more likely to attend the movies
                                                                                                          • Figure 58: CHAID analysis of Hispanic adults who attended a movie in the last year and plan to attend a movie in the next 90 days , by gender and age, March 2012
                                                                                                          • Figure 59: Hispanics and Entertainment–CHAID–Table output, March 2012
                                                                                                      • Sources for Event Information

                                                                                                        • Key points
                                                                                                          • Sources of information for events
                                                                                                            • Figure 60: Sources of event information, by language spoken at home, March 2012
                                                                                                            • Figure 61: Use of Newspapers vs. magazines for various types of event information, by preferred language of print media, March 2012
                                                                                                            • Figure 62: Use of websites vs. radio vs. magazines for various types of event information, by preferred language of media, March 2012
                                                                                                        • Games and Toys

                                                                                                          • Key points
                                                                                                            • Likelihood of purchasing games and toys
                                                                                                              • Figure 63: Likelihood of games/toys purchased and types of game/toy purchased in the last 12 months, by race/Hispanic origin, October 2010-November 2011
                                                                                                              • Figure 64: Likelihood of games/toys purchased and types of game/toy purchased in the last 12 months, by presence of children in the household, October 2010-November 2011
                                                                                                            • Language preference greatly impacts toy and game purchases
                                                                                                              • Figure 65: Likelihood of games/toys purchased and types of game/toy purchased in the last 12 months, by language spoken in the home, October 2010-November 2011
                                                                                                          • Marketing Strategies

                                                                                                            • Key points
                                                                                                              • Television
                                                                                                                • NFL
                                                                                                                  • Figure 66: NFL game-day house party, TV ad, December 2011
                                                                                                                • AT&T U-Verse
                                                                                                                  • Figure 67: AT&T U-Verse TV and exclusive in-home access, TV ad, July 2011
                                                                                                                • Bethesda Softworks (Rage)
                                                                                                                  • Figure 68: Bethesda Softworks (Rage) visual sampler, TV ad, October 2011
                                                                                                                • LittleBigPlanet 2
                                                                                                                  • Figure 69: LittleBigPlanet2 house party, TV ad, December 2011
                                                                                                                • Disney On Ice
                                                                                                                  • Figure 70: Disney On Ice visual highlights, TV ad, February 2012
                                                                                                                • Ringling Bros. and Barnum & Bailey
                                                                                                                  • Figure 71: Ringling Bros. and Barnum & Bailey visual highlights, TV ad, July 2011
                                                                                                                • Online strategies
                                                                                                                  • Universal Studios Hollywood
                                                                                                                    • Figure 72: Universal Studios Hollywood, online ad, May 2012
                                                                                                                  • Comcast Xfinity TV
                                                                                                                    • Chicago White Sox
                                                                                                                      • Figure 73: Chicago White Sox Ticket Sales, online ad, May 2012
                                                                                                                  • U.S. Hispanic Population

                                                                                                                      • Key facts
                                                                                                                        • U.S. population by race/Hispanic origin
                                                                                                                          • Figure 74: Population, by race/Hispanic origin, 1970-2020
                                                                                                                          • Figure 75: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                          • Figure 76: Population, by race and Hispanic origin, 2006-16
                                                                                                                        • The Hispanic and non-Hispanic population
                                                                                                                          • The Hispanic and total U.S. population by age
                                                                                                                            • Figure 77: U.S. Hispanic population, by age, 2006-16
                                                                                                                            • Figure 78: U.S. Population, by age, 2006-16
                                                                                                                          • The Hispanic and total U.S. population by gender
                                                                                                                            • Women
                                                                                                                              • Figure 79: Hispanic women, by age, 2006-16
                                                                                                                              • Figure 80: Total U.S. female population, by age, 2006-16
                                                                                                                            • Men
                                                                                                                              • Figure 81: Hispanic men, by age, 2006-16
                                                                                                                              • Figure 82: Total U.S. male population, by age, 2006-16
                                                                                                                            • Generations
                                                                                                                              • Hispanics by generation
                                                                                                                                • Figure 83: Generations—Hispanics vs. non-Hispanics, 2011
                                                                                                                                • Figure 84: Fertility rate, by race & Hispanic origin of mother, 2000-10
                                                                                                                              • Hispanic purchasing power
                                                                                                                                • Figure 85: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                                • Figure 86: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                              • U.S. household income distribution
                                                                                                                                • Figure 87: Median household income, by race and Hispanic origin of householder, 2010
                                                                                                                              • Hispanic income levels
                                                                                                                                • Figure 88: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                              • The Hispanic household
                                                                                                                                • Figure 89: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                • Figure 90: Households, by number of people in the household—Hispanics vs. all households, 2009
                                                                                                                                • Figure 91: Households with children, by race and Hispanic origin of householder, 2011
                                                                                                                                • Figure 92: Households, by race of householder and presence and ages of children, 2011
                                                                                                                              • Hispanics by country of origin/heritage
                                                                                                                                • Figure 93: Hispanic population, by type, 2000-10
                                                                                                                                • Figure 94: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                              • Hispanics by geographic concentration
                                                                                                                                • Figure 95: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                • Figure 96: Hispanic population, by region of residence, 2000-10
                                                                                                                                • Figure 97: Graph: Hispanic population, by region, 2010
                                                                                                                                • Figure 98: 10 places* with highest number of Hispanics, 2010
                                                                                                                                • Figure 99: 10 places* with the largest share of Hispanics, 2010
                                                                                                                              • States with the most Hispanic population growth
                                                                                                                                • Figure 100: States ranked by change in Hispanic population, 2000-10
                                                                                                                                • Figure 101: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                              • Key Hispanic metropolitan areas
                                                                                                                                • Figure 102: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                                • Figure 103: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                              • Acculturation
                                                                                                                                • What is acculturation?
                                                                                                                                  • Why is level of acculturation important?
                                                                                                                                    • Levels of acculturation
                                                                                                                                        • Figure 104: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                      • What is retro-acculturation?
                                                                                                                                      • Appendix—Other Useful Information

                                                                                                                                          • Figure 105: Reasons for lower household expenditures on entertainment, by languages spoken at home, March 2012
                                                                                                                                          • Figure 106: Preferred device for accessing the internet, by age and gender, October 2010-November 2011
                                                                                                                                          • Figure 107: Time spent using the internet away from work or school, by languages spoken at home, March 2012
                                                                                                                                          • Figure 108: Frequency of reading media online, by gender and age, March 2012
                                                                                                                                          • Figure 109: Electronic products and services owned/used, by gender and age, March 2012
                                                                                                                                          • Figure 110: Types and Frequency of consuming various media, by language spoken at home, March 2012
                                                                                                                                          • Figure 111: Events attended or planning to attend, by household income, March 2012
                                                                                                                                          • Figure 112: Events attended or planning to attend, by household income, March 2012
                                                                                                                                          • Figure 113: Likelihood of attending a 3-D movie screening, by gender and age, October 2010-November 2011
                                                                                                                                          • Figure 114: Types of films viewed at a movie theater in the last six months, by language spoken at home, March 2012
                                                                                                                                          • Figure 115: Sources of event information, by household income, March 2012
                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                        Companies Covered

                                                                                                                                        • Amazon North America
                                                                                                                                        • AT&T Inc.
                                                                                                                                        • Barnes & Noble, Inc
                                                                                                                                        • ESPN, Inc.
                                                                                                                                        • Facebook, Inc.
                                                                                                                                        • Foursquare
                                                                                                                                        • General Mills Inc
                                                                                                                                        • Google, Inc.
                                                                                                                                        • Groupon, Inc.
                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                        • LeapFrog Enterprises Inc.
                                                                                                                                        • Microsoft USA
                                                                                                                                        • National Football League Inc.
                                                                                                                                        • Netflix, Inc.
                                                                                                                                        • Nintendo of America Inc.
                                                                                                                                        • SAM's Club
                                                                                                                                        • Sony Corporation
                                                                                                                                        • Telemundo Communications Group, Inc.
                                                                                                                                        • Twitter, Inc.
                                                                                                                                        • Univision Communications Inc.
                                                                                                                                        • Yahoo! Inc
                                                                                                                                        • YouTube, Inc.

                                                                                                                                        Hispanics and Entertainment - US - June 2012

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