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Marketing to Hispanic Men - US - December 2012

“The attitudes of Hispanic men toward advertising and media and their shopping behavior are among the key issues discussed in this new report for Mintel. Hispanic men are loyal shoppers and are most likely to purchase clothing, food products, home electronics, and household products. However, advertising messages hold little sway over a majority of Hispanic men. This suggests that these messages lack relevancy, as many brands have done little to attract this consumer segment. Furthermore, Hispanic fathers are more likely to be the decision maker on product purchases than Hispanic men with no children. As Hispanics are more likely than non-Hispanics to have children younger than 18 in the household, marketers possess a strong opportunity to grow brands of interest to both Hispanic men and their children.”

– Adam Jacobson, Multicultural Analyst

Some questions answered in this report include:

  • Are Hispanic men being ignored by marketers?
  • Have marketers placed too much focus on capturing the Latina wallet?
  • Are Hispanic men more brand loyal than cost conscious?

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Table of contents

  1. Scope and Themes

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

                      • The consumer
                        • Age of Hispanic men compared to non-Hispanic men
                          • Figure 1: Projected age of Hispanic men versus total men, 2017
                        • Middle-aged men have the greatest influence on household purchasing decisions
                          • Figure 2: Level of influence on household purchasing decisions, by age, April 2011-June 2012
                        • English-dominant Hispanic fathers are influential on household purchases
                          • Figure 3: Level of influence on household purchasing decisions among Hispanic fathers, by language spoken in the home, April 2011-June 2012
                        • Influencers that lead Hispanic men to try new products
                          • Figure 4: Top five influencers on new product purchases in the last three months, by age, September 2012
                        • Attitudes toward shopping among Hispanic men
                          • Figure 5: Attitudes toward shopping among Hispanic men, by language spoken in the home, April 2011-June 2012
                        • Attitudes on the portrayal of Hispanics in the media
                          • Figure 6: Attitudes toward media and advertising, by language spoken in the home, September 2012
                        • Retail preferences when purchasing food for the household
                          • Figure 7: Top five retail destinations of Hispanic men when buying food, by household income, September 2012
                        • Retail preferences when purchasing household products
                          • Figure 8: Top five retail destinations of Hispanic men when buying non-food items, by age, September 2012
                        • Events Hispanic men prefer to attend
                          • Figure 9: Types of events attended vs. planning to attend, September 2012
                        • Attitudes of Hispanic men toward media content
                          • Figure 10: Attitudes toward media content, by language spoken in the home, September 2012
                        • Marketing strategies
                          • U.S. Hispanic population
                            • Figure 11: Population, by race/Hispanic origin, 2007-17
                          • Hispanic households with children
                            • Figure 12: Households with children, by race/Hispanic origin of householder, 2011
                          • Hispanic purchasing power
                            • Figure 13: Purchasing power, by race/Hispanic origin, 1990-2017
                          • What we think
                          • Issues in the Market

                              • Are Hispanic men being ignored by marketers?
                                • Have marketers placed too much focus on capturing the Latina wallet?
                                  • Are Hispanic men more brand loyal than cost conscious?
                                  • Insights and Opportunities

                                    • Continue to grow the amount of television options for Hispanic men
                                      • Hispanic fathers represent a huge growth opportunity for marketers
                                      • Trend Applications

                                          • Trend: Experience It All
                                            • Trend: Why Buy
                                              • 2015 Trend: Brand Intervention
                                              • Profile of Hispanic Men

                                                • Key points
                                                  • Demographics
                                                    • Hispanic men and total U.S. male population by age
                                                      • Figure 14: Hispanic men, by age, 2007-17
                                                    • U.S. male population
                                                      • Figure 15: Total U.S. male population, by age, 2007-17
                                                    • Language
                                                      • Six in 10 Hispanic men read in Spanish, but English-only readers are growing
                                                        • Figure 16: Trend for language preferred when reading, by Hispanic men, 2008-12
                                                      • Hispanic men are more likely to watch English-language television
                                                        • Figure 17: Trend for language preferred when watching television, by Hispanic men, 2008-12
                                                      • Hispanic men are listening to English- and Spanish-language radio
                                                        • Figure 18: Trend for language preferred when listening to the radio, by Hispanic men, 2008-12
                                                      • Hispanic men tend to visit websites in English
                                                        • Figure 19: Preferred language used when visiting websites, by age, April 2011-June 2012
                                                      • Employment
                                                        • Employment status
                                                          • Figure 20: Employment status of Hispanic men aged 16 or older, by age, 2011
                                                          • Figure 21: Employment status of men aged 16 or older, by age, 2011
                                                        • Participation in the labor force
                                                          • Figure 22: Labor force participation by Hispanic men, by age, 2011
                                                          • Figure 23: Labor force participation by total men, by age, 2011
                                                        • Purchasing power
                                                          • Hispanic purchasing power
                                                            • Figure 24: Purchasing power, by race/Hispanic origin, 1990-2017
                                                          • U.S. household income distribution
                                                            • Figure 25: Median household income, by race/Hispanic origin of householder, 2011
                                                          • Median personal income
                                                            • Figure 26: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
                                                          • Education
                                                            • Hispanic men
                                                              • Figure 27: Educational attainment of Hispanic men, by age, 2011
                                                              • Figure 28: Educational attainment of Hispanic women, by age, 2011
                                                            • Marital status
                                                              • Marital status by race/Hispanic origin
                                                                • Figure 29: Marital status, by race and Hispanic origin, 2012
                                                              • Father
                                                                • Hispanic households with children
                                                                  • Figure 30: Households with children by race and Hispanic origin of householder, 2011
                                                                  • Figure 31: Hispanic households, by presence and ages of children, 2011
                                                              • The Mindset of Hispanic Men

                                                                • Key points
                                                                  • The consumer
                                                                    • Hispanic men hold less power over household purchases than non-Latino men
                                                                      • Figure 32: Level of influence on household purchasing decisions, by race/Hispanic origin, April 2011-June 2012
                                                                      • Figure 33: Level of influence on household purchasing decisions, by age, April 2011-June 2012
                                                                    • Hispanic fathers who are English-dominant are most influential on purchasing choices
                                                                      • Figure 34: Level of influence on household purchasing decisions among Hispanic fathers, by language spoken in the home, April 2011-June 2012
                                                                    • Clothing and food products are the top items purchased by Hispanic men
                                                                      • Figure 35: Types of products purchased in the last 12 months, by race/Hispanic origin, April 2011-June 2012
                                                                      • Figure 36: Types of products purchased in the last 12 months, by household income, April 2011-June 2012
                                                                    • Shopping influencers
                                                                      • Advertising has limited influence in the trial of new products
                                                                        • Figure 37: Likelihood of influence on new product purchases in the last three months, by age, September 2012
                                                                      • Spanish-dominant men are more likely to shop with family members
                                                                        • Figure 38: Attitudes toward shopping among Hispanic men, by language spoken in the home, April 2011-June 2012
                                                                      • Spanish-dominant men have stronger bonds to language and culture
                                                                        • Figure 39: Attitudes toward Hispanic cultural events and activities, by language spoken in the home, April 2011-June 2012
                                                                      • Media and advertisement
                                                                        • Younger Hispanic men seek positive reflections of Latinos in the media
                                                                          • Figure 40: Attitudes toward media and advertising, by age, September 2012
                                                                        • Spanish-dominants have a more positive view on their portrayal in media
                                                                          • Figure 41: Attitudes toward media and advertising, by language spoken in the home, September 2012
                                                                      • Food Shopping and Household Product Purchases

                                                                        • Key points
                                                                          • Hispanic men shop at grocery stores, regardless of income
                                                                            • Figure 42: Retail preference of Hispanic men when buying food, by household income, September 2012
                                                                          • Hispanic fathers are more likely to buy food for the household
                                                                            • Figure 43: Retail preference of Hispanic men when buying food, by presence of children in the household, September 2012
                                                                          • Hispanic men prefer to buy non-food items at mass merchandisers and traditional grocers
                                                                            • Figure 44: Retail preference of Hispanic men when buying non-food items, by household income, September 2012
                                                                          • Hispanic fathers purchase non-food items at a variety of retailers
                                                                            • Figure 45: Retail preference of Hispanic men when buying non-food items, by presence of children in the household, September 2012
                                                                        • Social Life and Social Media

                                                                          • Key points
                                                                            • Events, museums, and movies
                                                                              • Hispanic men are avid movie-goers
                                                                                • Figure 46: Likelihood of going to movie theaters in the last six months, by race/Hispanic origin, April 2011-June 2012
                                                                              • Sporting events and museums also hold strong interest among Hispanic men
                                                                                • Figure 47: Types of events attended vs. planning to attend, September 2012
                                                                                • Figure 48: Types of events attended vs. planning to attend, by household income, September 2012
                                                                                • Figure 49: Types of events attended vs. planning to attend, by language spoken in the home, September 2012
                                                                              • Movie attendance
                                                                                • Hispanic men are horror and crime movie buffs
                                                                                  • Figure 50: Types of films viewed at a movie theater in the last six months, by race/Hispanic origin, April 2011-June 2012
                                                                                  • Figure 51: Likelihood of going to movie theaters in the last six months, by age, April 2011-June 2012
                                                                                  • Figure 52: Likelihood of going to movie theaters in the last six months, by race/Hispanic origin, April 2011-June 2012
                                                                                • Social media
                                                                                  • Hispanic men are the least likely group to use social media
                                                                                    • Figure 53: Likelihood of visiting or belonging to a social sharing/networking website, by race/Hispanic origin, April 2011-June 2012
                                                                                    • Figure 54: Likelihood of visiting or belonging to a social sharing/networking website, by language spoken in the home, April 2011-June 2012
                                                                                  • Hispanic men who use social media are most likely to follow brands
                                                                                    • Figure 55: Attitudes toward social sharing/networking websites, by race/Hispanic origin, April 2011-June 2012
                                                                                  • Spanish-dominant Hispanic men highly value product reviews on social media
                                                                                    • Figure 56: Attitudes toward social sharing/networking websites, by language spoken in the home, April 2011-June 2012
                                                                                • Media Consumption

                                                                                  • Key points
                                                                                    • Attitudes of Hispanic men
                                                                                      • Spanish-dominant men are greater swayed by television advertising
                                                                                        • Figure 57: Attitudes toward TV viewing and advertising among Hispanic men, by language spoken in the home, April 2011-June 2012
                                                                                      • Sports viewed on television
                                                                                        • Hispanic men show a strong preference for pro football, soccer, and boxing
                                                                                          • Figure 58: Likelihood of viewing sports programming among men, by race/Hispanic origin, April 2011-June 2012
                                                                                        • Sports preferences greatly vary by language preference
                                                                                          • Figure 59: Likelihood of viewing sports programming among men, by language spoken in the home, April 2011-June 2012
                                                                                        • Media content
                                                                                          • Hispanic men seek information on health, education, and parenting
                                                                                            • Figure 60: Attitudes toward media content, by age, September 2012
                                                                                          • Spanish-dominant Hispanic men express a greater need for education and parenting
                                                                                            • Figure 61: Attitudes toward media content, by language spoken in the home, September 2012
                                                                                          • Internet
                                                                                            • Hispanic men are more likely to access the internet through smartphones
                                                                                              • Figure 62: Devices used by men to access the internet, by race/Hispanic origin, September 2012
                                                                                            • Bilingual Hispanic men are the most likely to go online via a smartphone
                                                                                              • Figure 63: Devices used by men to access the internet, by language spoken in the home, September 2012
                                                                                              • Figure 64: Univision UVideos App for Apple iPhone users
                                                                                            • Hispanic men use the internet to be entertained
                                                                                              • Figure 65: Types of activities or websites visited by internet users in the last 30 days, by race/Hispanic origin, April 2011-June 2012
                                                                                            • Spanish-dominant men are the least active internet users
                                                                                              • Figure 66: Types of activities or websites visited by internet users in the last 30 days, by language spoken in the home, April 2011-June 2012
                                                                                            • Hispanic men are most likely to visit YouTube, Facebook, and Google
                                                                                              • Figure 67: Websites visited in the last 30 days by Hispanic men who use the internet, by language spoken in the home, April 2011-June 2012
                                                                                          • Marketing Strategies

                                                                                            • Key points
                                                                                              • TV advertising
                                                                                                • Chase
                                                                                                  • Figure 68: Chase bank, TV ad, November 2012
                                                                                                • Walmart
                                                                                                  • Figure 69: Walmart Black Friday promotion, TV ad, November 2011
                                                                                                • Valvoline NextGen
                                                                                                  • Figure 70: Valvoline NextGen motor oil, TV ad, November 2012
                                                                                                • Cricket Wireless
                                                                                                  • Figure 71: Cricket wireless, TV ad, April 2012
                                                                                                • Cheez-It
                                                                                                  • Figure 72: Cheez-It, TV ad, November 2012
                                                                                                • Print
                                                                                                  • Rolling Stone
                                                                                                    • Figure 73: Rolling Stone magazine Latin section cover, November 2012
                                                                                                  • Online strategies
                                                                                                    • Head & Shoulders
                                                                                                      • Figure 74: Head and Shoulders for Men Lionel Messi promotion, November 2012
                                                                                                    • Integrated marketing strategies
                                                                                                      • Ford
                                                                                                      • U.S. Hispanic Population

                                                                                                          • Key facts
                                                                                                            • U.S. population by race/Hispanic origin
                                                                                                              • Figure 75: Population, by race/Hispanic origin, 1970-2020
                                                                                                              • Figure 76: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                              • Figure 77: Population, by race/Hispanic origin, 2007-17
                                                                                                            • The Hispanic and non-Hispanic population
                                                                                                              • The Hispanic and total U.S. population by age
                                                                                                                • Figure 78: U.S. Hispanic population, by age, 2007-17
                                                                                                                • Figure 79: U.S. Population, by age, 2007-17
                                                                                                              • Generations
                                                                                                                • Hispanics by generation
                                                                                                                  • Figure 80: Generations—Hispanics vs. non-Hispanics, 2011
                                                                                                                • Hispanic buying power
                                                                                                                  • Figure 81: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                                  • Figure 82: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                                • Hispanic income levels
                                                                                                                  • Figure 83: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                • The Hispanic household
                                                                                                                  • Figure 84: Average household size, by Hispanic origin/race of householder, 2002, 2010, and 2012
                                                                                                                  • Figure 85: Households, by number of people in the household—Hispanics vs. all households, 2012
                                                                                                                  • Figure 86: Households with children, by race/Hispanic origin of householder, 2012
                                                                                                                  • Figure 87: Households, by race of householder and presence and ages of children, 2012
                                                                                                                • Hispanics by country of origin/heritage
                                                                                                                  • Figure 88: Hispanic population, by type, 2000-10
                                                                                                                  • Figure 89: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                • Hispanics by geographic concentration
                                                                                                                  • Figure 90: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                  • Figure 91: Hispanic population, by region of residence, 2000-10
                                                                                                                  • Figure 92: Graph: Hispanic population, by region, 2010
                                                                                                                  • Figure 93: 10 places* with highest number of Hispanics, 2010
                                                                                                                  • Figure 94: 10 places* with the largest share of Hispanics, 2010
                                                                                                                • States with the most Hispanic population growth
                                                                                                                  • Figure 95: States ranked by change in Hispanic population, 2000-10
                                                                                                                  • Figure 96: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                • Key Hispanic metropolitan areas
                                                                                                                  • Figure 97: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                  • Figure 98: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                • Acculturation
                                                                                                                  • What is acculturation?
                                                                                                                    • Why is level of acculturation important?
                                                                                                                      • Levels of acculturation
                                                                                                                          • Figure 99: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                        • What is retro-acculturation?
                                                                                                                        • Appendix: Other Useful Information

                                                                                                                            • Figure 100: Attitudes toward social sharing/networking websites, by age, April 2011-June 2012
                                                                                                                        • Appendix: Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          • Facebook, Inc.

                                                                                                                          Marketing to Hispanic Men - US - December 2012

                                                                                                                          £3,199.84 (Excl.Tax)