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Leisure and Entertainment Preferences of Young Hispanic Adults - US - November 2010

Impacted by the recession there has been a slowdown in household entertainment spending over the last two years. However, Hispanics remain one of the fastest growing segments of the population, representing nearly a fifth of the U.S. population aged 18-35, and Hispanic interests in entertainment and leisure are an important component to any strategy that seeks to maximize impact among younger adults and the Millennial generation.

In this report, Mintel reviews how Hispanic attitudes toward leisure activities differ from non-Hispanics and within the various segments of Hispanic consumers. Insights are supported by Mintel consumer research, which delves into such topics as:

  • Which activities are Hispanics doing more frequently in the current economy?
  • How important is Spanish-language material in various forms of media (e.g. TV, movies, books, etc.)?
  • How much has the internet impacted how Hispanics spend their free time?
  • How can Hispanic moviegoers be better targeted?
  • Which types of media (books, music, video games) are Hispanics more likely to consume?
  • What role does the family play in Hispanic leisure pursuits?
  • What motivates Hispanics to join health clubs?
  • How often do Hispanics travel internationally?
  • What types of strategies are being used by marketers to further segment the Hispanic population?

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Table of contents

  1. Scope and Themes

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

                      • Consumer expenditure on entertainment
                        • The internet
                          • Entertainment content
                            • Television
                              • Movies
                                • Books
                                  • Music
                                    • Video games
                                      • General attitudes toward leisure time activities
                                        • Entertainment at home
                                          • Sports and fitness
                                            • Travel
                                              • Casinos and casino gambling
                                                • Marketing strategies
                                                  • U.S. Hispanic population
                                                    • Demographics
                                                      • Acculturation
                                                      • Insights and Opportunities

                                                        • Spanish-language media in short supply in certain sectors
                                                            • Figure 1: Language preference when consuming various entertainment media, August 2010
                                                          • Hispanic moviegoers especially relevant to reinvention of movie theaters
                                                            • Smaller social networking sites may be more effective in tapping Hispanics
                                                              • Family focus is important but excludes non-family segments
                                                              • Inspire Insights

                                                                  • Trend—“That's (home) entertainment!”
                                                                  • Hispanic Consumer’s Expenditure on Entertainment

                                                                    • Key points
                                                                      • Category expenditures
                                                                          • Figure 2: Aggregate household entertainment expenditures—Hispanics vs. non-Hispanics, 2004-10
                                                                        • Distribution of expenditures
                                                                          • Figure 3: Average annual distribution of expenditures, by category—Hispanics vs. non-Hispanics, 2008
                                                                      • The Consumer Mindset Toward Leisure and Entertainment

                                                                        • Key points
                                                                          • Leisure time available
                                                                            • By age and gender
                                                                                • Figure 4: Amount of leisure time available during the week, by gender, age, income and language preference, August 2010
                                                                              • Changes in time dedicated to leisure time activities
                                                                                • More time being spent on lower-cost alternatives
                                                                                    • Figure 5: Change in leisure time activities in comparison to previous year, August 2010
                                                                                  • Hispanic males 18-24 especially keen on music
                                                                                    • Figure 6: Change in leisure time activities in comparison to previous year, by age and gender, August 2010
                                                                                  • Spanish-dominant phone use on the rise
                                                                                      • Figure 7: Change in leisure time activities in comparison to previous year, by survey language preference, August 2010
                                                                                    • Attitudes toward leisure time activities
                                                                                      • Volunteer spirit prevalent among younger Hispanics
                                                                                          • Figure 8: Attitude toward volunteering, by age and gender, August 2010
                                                                                        • Hispanic women 25-34 are targets for social campaigns and shopping
                                                                                            • Figure 9: Attitudes toward leisure activities, by age and gender, August 2010
                                                                                        • Internet and Television Usage

                                                                                          • Key points
                                                                                            • Television
                                                                                              • More than two thirds of Hispanics under 35 watch TV mostly or entirely in English
                                                                                                • Figure 10: Language preferred when watching television, by age, August 2010
                                                                                              • Less acculturated Hispanics more likely to take an interest in TV ads
                                                                                                • Figure 11: Attitudes toward television viewing, by race/Hispanic origin, April 2009-June 2010
                                                                                                • Figure 12: Hispanic attitudes toward television viewing, by language spoken in the home, April 2009-June 2010
                                                                                              • The internet
                                                                                                • Internet usage reduces consumption of TV and magazines for a third of younger Hispanics
                                                                                                  • Figure 13: Hispanic attitudes toward the internet, by language spoken in the home, April 2009-June 2010
                                                                                                • Internet has less impact on less acculturated due to lack of PC in the home
                                                                                                  • Figure 14: Penetration of personal computers, by language spoken in the home, April 2009-June 2010
                                                                                                • Majority of Hispanics under 35 are increasing time on the internet
                                                                                                  • Figure 15: Change in frequency of surfing the internet in comparison to the previous year, by gender, August 2010
                                                                                                • A third of Hispanics say mobile browsing is a favorite pastime
                                                                                                  • Figure 16: TV watching/internet browsing and interest in web browsing on mobile phone, by age and gender, August 2010
                                                                                              • At the Movies

                                                                                                • Key points
                                                                                                  • Hispanic males 25-34 are most frequent moviegoers
                                                                                                    • Figure 17: Frequency of visits to the movie theater, by age and gender, August 2010
                                                                                                  • Spanish-dominant respondents make more trips to the theater
                                                                                                    • Figure 18: Frequency of visits to movie theater, by survey language preference, August 2010
                                                                                                  • English-language TV is most likely way to learn about movies
                                                                                                    • Figure 19: Reaching the Hispanic moviegoer, by survey language preference, August 2010
                                                                                                  • Outdoor advertising more effective for 18-24; internet ticketing sites more for 25-34
                                                                                                    • Figure 20: Reaching the Hispanic moviegoer, by age, August 2010
                                                                                                  • On-site ticket purchase is most common method
                                                                                                    • Figure 21: Method of purchasing movie tickets, by household income, August 2010
                                                                                                  • Spanish-dominant respondents more likely to value family-friendly theater qualities
                                                                                                    • Figure 22: Factors in selecting a movie theater, by survey language preference, August 2010
                                                                                                    • Figure 23: Factors in selecting a movie theater, by gender, August 2010
                                                                                                  • Spanish-dominant respondents more likely to purchase concessions
                                                                                                    • Figure 24: Concessions purchased at the movie theater, by survey language preference, August 2010
                                                                                                  • Most movies viewed in English at the theater, even among Spanish-dominant
                                                                                                    • Figure 25: Language preferred when viewing movies at the theater, by survey language preference, August 2010
                                                                                                • Music, Books and Video Games

                                                                                                  • Key points
                                                                                                    • Books
                                                                                                      • Two thirds of Hispanics read books mostly or entirely in English
                                                                                                        • Figure 26: Language preference when reading books, by age, August 2010
                                                                                                      • Less-acculturated Hispanics more likely to purchase audiobooks
                                                                                                        • Figure 27: Format of books purchased, by race/Hispanic origin, April 2009-June 2010
                                                                                                      • Spanish-dominant Hispanics more likely to buy through book clubs
                                                                                                        • Figure 28: Where Hispanics purchase books, by language spoken in the home, April 2009-June 2010
                                                                                                      • Music
                                                                                                        • Hispanics more likely to listen to some music in Spanish than books or movies
                                                                                                          • Figure 29: Language preference when listening to music, by age, August 2010
                                                                                                        • Males 18-24 most passionate about music
                                                                                                          • Figure 30: Change in the likelihood of listening to music in comparison to previous year, by age and gender, August 2010
                                                                                                        • Latin music especially popular among less-acculturated Hispanics
                                                                                                          • Figure 31: Most downloaded musical genres, by race and Hispanic origin, April 2009-June 2010
                                                                                                        • Video games
                                                                                                          • Less-acculturated Hispanics less likely to own or play video games
                                                                                                            • Figure 32: Likelihood of owning or playing video games, by race/Hispanic origin, April 2009-June 2010
                                                                                                          • Hispanics more likely to own or play fighting and racing genres
                                                                                                            • Figure 33: Types of video games owned or played, by race/Hispanic origin, April 2009-June 2010
                                                                                                          • PlayStation brand and handhelds more popular among Hispanics
                                                                                                            • Figure 34: Game platforms owned or played, by race/Hispanic origin, April 2009-June 2010
                                                                                                          • Hispanic women 18-24 just as likely to be increasing video game play as men
                                                                                                            • Figure 35: Change in frequency of playing computer/video games in comparison to previous year, by age and gender, August 2010
                                                                                                        • Entertainment at Home

                                                                                                          • Key points
                                                                                                            • Attitudes toward family
                                                                                                              • Large majority of Hispanics live with family
                                                                                                                • Figure 36: Persons in the household, by gender and age, August 2010
                                                                                                                • Figure 37: Persons in the household, by preferred survey language, August 2010
                                                                                                              • Hispanic attitudes reflect a focus on time with family and friends at home
                                                                                                                • Figure 38: Attitudes toward at-home leisure and entertainment, by age and gender, August 2010
                                                                                                              • Less-acculturated Hispanics even more family-focused
                                                                                                                • Figure 39: Attitudes toward at-home leisure and entertainment, by survey language preference, August 2010
                                                                                                              • Entertainment items at home
                                                                                                                • Spanish-dominant Hispanics just as likely to have flat-panel TVs
                                                                                                                  • Figure 40: Entertainment items owned, by survey language preference, August 2010
                                                                                                                • Ownership of newer technologies higher among higher earners
                                                                                                                  • Figure 41: Entertainment items owned, by household income, August 2010
                                                                                                                • Movies at home
                                                                                                                  • More Spanish-language movies watched at home than in the theater
                                                                                                                    • Figure 42: Language preferred when viewing movies in the theater and at home, August 2010
                                                                                                                • Casinos and Casino Gambling

                                                                                                                  • Key points
                                                                                                                    • Substantial minority of Hispanics aged 21-35 report casino gambling
                                                                                                                      • Figure 43: Incidence and frequency of visiting a casino or gambling, August 2010
                                                                                                                    • Gambling is more likely among higher-earning, English-dominant, and male Hispanics
                                                                                                                      • Figure 44: Incidence of visiting a casino or gambling, by household income, August 2010
                                                                                                                      • Figure 45: Incidence of visiting a casino or gambling, by survey language preference, August 2010
                                                                                                                      • Figure 46: Incidence of visiting a casino or gambling, by gender, August 2010
                                                                                                                  • Sports and Fitness

                                                                                                                    • Key points
                                                                                                                      • Health clubs
                                                                                                                        • Hispanics with internet access much more likely to be current health club members
                                                                                                                          • Figure 47: Where consumers have exercised in the last 12 months, by race/Hispanic origin, April 2009-June 2010
                                                                                                                          • Figure 48: Incidence and length of health club membership, by age and gender, August 2010
                                                                                                                          • Figure 49: Interest in playing sports with friends, by age and gender, August 2010
                                                                                                                        • Family-oriented marketing may be fresh angle for younger Hispanic women
                                                                                                                          • Figure 50: Types of health club memberships, by gender, August 2010
                                                                                                                        • Hispanics more likely to value social aspects of the gym
                                                                                                                          • Figure 51: Attitudes toward fitness clubs and exercise, by age, August 2010
                                                                                                                          • Figure 52: Attitudes toward fitness clubs and exercise, by survey language preference, August 2010
                                                                                                                        • Increasing perceived social value may sway health club holdouts
                                                                                                                          • Figure 53: Reasons for not having a health or fitness club membership, by household income, August 2010
                                                                                                                        • Sports
                                                                                                                          • Soccer equal to running or basketball in participation
                                                                                                                            • Figure 54: Sports played or participated in, by race/Hispanic origin, April 2009-June 2010
                                                                                                                          • Soccer as marketing tool appeals to less-acculturated Hispanics
                                                                                                                            • Figure 55: Sports viewed by Hispanics, by language spoken in the home, April 2009-June 2010
                                                                                                                        • Travel

                                                                                                                          • Key points
                                                                                                                            • Young Hispanics more likely to travel internationally
                                                                                                                              • Figure 56: Likelihood of domestic and international travel, by race/Hispanic origin, April 2009-June 2010
                                                                                                                            • Young Hispanics more interested in other cultures
                                                                                                                              • Figure 57: Attitudes toward vacations and travel, by race/Hispanic origin, April 2009-June 2010
                                                                                                                            • Visiting friends and family motivates international travel
                                                                                                                              • Figure 58: Destinations for international travel, by race/Hispanic origin, April 2009-June 2010
                                                                                                                          • Marketing Strategies

                                                                                                                            • Key points
                                                                                                                              • Television advertising
                                                                                                                                • National technology brands target a more educated, acculturated Hispanic
                                                                                                                                  • Figure 59: AT&T Mobile – Couple Meets on Train, TV ad, April 2010
                                                                                                                                  • Figure 60: Best Buy – Kids Playing Soccer, TV ad, May 2010
                                                                                                                                • Video games subsegment to target men, women, and families
                                                                                                                                  • Figure 61: XBOX 360 – UFC 2010, TV ad, May 2010
                                                                                                                                  • Figure 62: XBOX 360 – Dance Central, TV ad, October 2010
                                                                                                                                  • Figure 63: Nintendo Wii – Super Mario Galaxy 2, TV ad, May 2010
                                                                                                                                • Awareness among least acculturated increased through Spanish-language spot media
                                                                                                                                  • Figure 64: Carl’s Jr. – Hawaiian Chicken Sandwich, TV ad, May 2010
                                                                                                                                • Online channels
                                                                                                                                  • Entertainment portals further segment based on language
                                                                                                                                    • New MySpace combines portal with social networking
                                                                                                                                      • Figure 65: Social networking sites used on a weekly basis, by race and Hispanic origin, November 2009
                                                                                                                                  • Cluster Analysis

                                                                                                                                      • Inactives
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Do Less, Surf More
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Active Movie Lovers
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster Characteristics
                                                                                                                                                                • Figure 66: Young Hispanic leisure clusters, August 2010
                                                                                                                                                                • Figure 67: Amount of leisure time available during the week, by young Hispanic leisure clusters, August 2010
                                                                                                                                                                • Figure 68: Change in leisure time activities in comparison to previous year, by young Hispanic leisure clusters, August 2010
                                                                                                                                                                • Figure 69: Change in leisure time activities in comparison to previous year, by young Hispanic leisure clusters, August 2010
                                                                                                                                                                • Figure 70: Leisure activities performed in the last week, by young Hispanic leisure clusters, August 2010
                                                                                                                                                                • Figure 71: Attitudes toward leisure activities, by young Hispanic leisure clusters, August 2010
                                                                                                                                                                • Figure 72: Entertainment items owned, by young Hispanic leisure clusters, August 2010
                                                                                                                                                                • Figure 73: Frequency of visits to the movie theater, by young Hispanic leisure clusters, August 2010
                                                                                                                                                              • Cluster Demographics
                                                                                                                                                                • Figure 74: Young Hispanic leisure clusters, by gender, August 2010
                                                                                                                                                                • Figure 75: Young Hispanic leisure clusters, by age, August 2010
                                                                                                                                                                • Figure 76: Young Hispanic leisure clusters, by household income, August 2010
                                                                                                                                                                • Figure 77: Young Hispanic leisure clusters, by presence of children under age 18, August 2010
                                                                                                                                                                • Figure 78: Young Hispanic leisure clusters, by education, August 2010
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • U.S. Hispanic Population

                                                                                                                                                                  • Key facts
                                                                                                                                                                    • U.S. population by race/Hispanic origin
                                                                                                                                                                      • Figure 79: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                      • Figure 80: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                      • Figure 81: Population, by race and Hispanic origin, 2005-15
                                                                                                                                                                    • The Hispanic and non-Hispanic population
                                                                                                                                                                      • The Hispanic and total U.S. population by age
                                                                                                                                                                        • Figure 82: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                        • Figure 83: Total U.S. population, by age, 2005-15
                                                                                                                                                                      • The Hispanic and total U.S. population by gender
                                                                                                                                                                        • Women
                                                                                                                                                                          • Figure 84: Hispanic women, by age, 2005-15
                                                                                                                                                                          • Figure 85: Total U.S. women population, by age, 2005-15
                                                                                                                                                                        • Men
                                                                                                                                                                          • Figure 86: Hispanic men, by age, 2005-15
                                                                                                                                                                          • Figure 87: Total U.S. male population, by age, 2005-15
                                                                                                                                                                        • Hispanic purchasing power
                                                                                                                                                                          • Figure 88: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                        • U.S. household income distribution
                                                                                                                                                                          • Figure 89: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                        • Hispanic income levels
                                                                                                                                                                          • Figure 90: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                        • The Hispanic household
                                                                                                                                                                          • Figure 91: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                          • Figure 92: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                          • Figure 93: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                          • Figure 94: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                        • Generations
                                                                                                                                                                          • Hispanics by generation
                                                                                                                                                                            • Figure 95: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                            • Figure 96: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                          • Hispanics by country of origin/heritage
                                                                                                                                                                            • Figure 97: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                            • Figure 98: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                          • Hispanics by geographic concentration
                                                                                                                                                                            • Figure 99: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                            • Figure 100: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                            • Figure 101: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                          • States with greatest Hispanic population growth
                                                                                                                                                                            • Figure 102: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                          • Key Hispanic metropolitan areas
                                                                                                                                                                            • Figure 103: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                          • Acculturation
                                                                                                                                                                            • What is acculturation?
                                                                                                                                                                              • Why is level of acculturation important?
                                                                                                                                                                                • Levels of acculturation
                                                                                                                                                                                  • Unacculturated/Enculturated
                                                                                                                                                                                    • Acculturated/Bicultural
                                                                                                                                                                                      • Assimilated
                                                                                                                                                                                          • Figure 104: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                        • What is retro-acculturation?
                                                                                                                                                                                          • Retro-acculturation
                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                              • Figure 105: Average annual expenditures—Hispanic households, by expenditure category, 2004-10
                                                                                                                                                                                              • Figure 106: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
                                                                                                                                                                                              • Figure 107: Average annual expenditures, indexed to all CUs —Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                              • Figure 108: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • American Gaming Association
                                                                                                                                                                                            • Borders Group
                                                                                                                                                                                            • Consumer Electronics Association
                                                                                                                                                                                            • Digital Media Association (DiMA)
                                                                                                                                                                                            • Entertainment Merchants Association
                                                                                                                                                                                            • Entertainment Software Association
                                                                                                                                                                                            • Future of Music Coalition (FMC)
                                                                                                                                                                                            • Interactive Digital Software Association (IDSA)
                                                                                                                                                                                            • Junior Achievement Inc.
                                                                                                                                                                                            • Major League Baseball
                                                                                                                                                                                            • National Basketball Association
                                                                                                                                                                                            • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                            • National Cable Television Association (NCTA)
                                                                                                                                                                                            • National Football League Inc.
                                                                                                                                                                                            • National Music Publishers’ Association (NMPA)
                                                                                                                                                                                            • Nintendo of America Inc.
                                                                                                                                                                                            • Recording Industry Association of America [RIAA]
                                                                                                                                                                                            • Sony Corporation
                                                                                                                                                                                            • Telemundo Communications Group, Inc.
                                                                                                                                                                                            • The National Cable and Telecommunications Association
                                                                                                                                                                                            • Univision Communications Inc.
                                                                                                                                                                                            • Video Software Dealers Association

                                                                                                                                                                                            Leisure and Entertainment Preferences of Young Hispanic Adults - US - November 2010

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