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Marketing to Hispanic Parents - US - November 2011

With swelling growth in both raw numbers and buying power, Hispanics have become a key focus for U.S. marketers in virtually all industries. More than 50 million Hispanics are living in the U.S. today, and by 2015 the Hispanic audience is projected to grow to close to 59 million—or 18% of the U.S. population. This large and influential group is estimated to have more than $1 trillion in buying power today, growing to $1.3 trillion by 2015.

Parents and families are a particularly important force within the Hispanic market: Close to 50% of Hispanic households include children, as compared to only 30% of non-Hispanic households, indicating there is a high number of young families in this group. Parenthood is also a particularly critical lifestage for consumer purchasing, with expanding families more likely to move to new homes, purchase new cars, and buy other products needed to support their changing lifestyles.

This report provides deep insights into Hispanic parents and their purchasing and consumption behavior, including:

  • Demographics and buying power
  • Attitudes and motivations
  • Technology and media usage
  • Purchasing behavior

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Table of contents

  1. Scope and Themes

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

                  • Larger and multigenerational households common
                    • Parents worry about safety and happiness
                      • Hispanic parents rely on personal advice as well as ads
                        • Technology usage rises with acculturation
                          • Children help drive visits to fast food restaurants
                            • Hispanic parents mix languages when it comes to media
                              • Hispanic in the U.S.: A growing and powerful audience
                              • Insights and Opportunities

                                • Don’t miss out on the mobile opportunity
                                  • Remember the personal touch
                                  • Inspire Insights

                                      • Trend: “Hyper-Parenting”
                                        • Trend: “Men Shopping Badly”
                                        • Profile of Hispanic Parents

                                          • Key points
                                            • Hispanics have larger households than the norm
                                              • Figure 1: Average household size, by Hispanic origin/race of householder, 2001 and 2010
                                              • Figure 2: Households, by number of people in the household—Hispanics vs. all households, 2010
                                            • Young families play an important role in the mix
                                              • Figure 3: Households with children, by race/Hispanic origin of householder, 2009
                                              • Figure 4: Hispanic households, by presence and ages of children, 2009
                                              • Figure 5: Expecting a baby by race/Hispanic origin, February 2010-March 2011
                                            • Acculturation and families
                                              • Figure 6: Profile of survey respondents, presence of children in the household and ages, by language spoken in the home, September 2011
                                              • Figure 7: Language parents speak with other adults and children within in the household, by gender, September 2011
                                              • Figure 8: Language parents speak with other adults and children within in the household, by age of child/children, September 2011
                                          • Mindset of Hispanic Parents

                                            • Key points
                                              • Safety, happiness biggest worries for Hispanic parents
                                                • Figure 9: What worries parents the most, by gender, September 2011
                                                • Figure 10: What worries parents the most, by language spoken in the home, September 2011
                                              • Spanish-dominant parents spending more time with children
                                                • Figure 11: Amount of time parents spend on family and parenting activities, September 2011
                                                • Figure 12: Activities in which parents spend more time, by language spoken in the home, September 2011
                                              • Hispanics remain relatively positive about the economy
                                                • Figure 13: Economic outlook, by race/Hispanic origin, February 2010-March 2011
                                                • Figure 14: Economic outlook of Hispanic households, by household income, February 2010-March 2011
                                            • Parents and Shopping

                                              • Key points
                                                • Personal recommendations key for product purchases
                                                  • Figure 15: Factors that impact parents’ decisions as to what to purchase for their child or children, by gender, September 2011
                                                  • Figure 16: Factors that impact parents’ decisions as to what to purchase for their child or children, by language spoken in the home, September 2011
                                                • Coupon usage somewhat more limited for Hispanics
                                                  • Figure 17: Cents off coupon usage, by race/Hispanic origin, February 2010-March 2011
                                                  • Figure 18: Cents off coupon usage by the Hispanic household, by language spoken in the home, February 2010-March 2011
                                                • Direct mail an important source of coupons
                                                  • Figure 19: Sources of coupons used in household, by race/Hispanic origin, February 2010-March 2011
                                                  • Figure 20: Sources of coupons used in Hispanic households, by language spoken in the home, February 2010-March 2011
                                                  • Figure 21: Language of coupons used by Hispanic parents, by language spoken in the home, February 2010-March 2011
                                              • Children’s Products

                                                • Key points
                                                  • Hispanics more likely to buy children’s products
                                                    • Figure 22: Household purchases, by race/Hispanic origin, February 2010-March 2011
                                                    • Figure 23: Household purchases of children’s products, by language spoken in the home, February 2010-March 2011
                                                  • Strong consumers of children’s personal care products
                                                    • Figure 24: Household usage of baby products, by race/Hispanic origin, February 2010-March 2011
                                                    • Figure 25: Household usage of baby products, by language spoken in the home, February 2010-March 2011
                                                  • Spanish-dominant Hispanics prefer Johnson’s Baby Shampoo
                                                    • Figure 26: Hispanic household usage of baby shampoos, by language spoken in the home, February 2010-March 2011
                                                  • Nutritional supplements used more by Spanish-dominant parents
                                                    • Figure 27: Liquid breakfast usage, by race/Hispanic origin, February 2010-March 2011
                                                    • Figure 28: Usage of liquid/powdered nutritional supplements or liquid breakfasts, by language spoken in the home, February 2010-March 2011
                                                • Childcare Arrangements

                                                  • Key points
                                                    • Parents and relatives lead for childcare
                                                      • Figure 29: Childcare arrangements, by race/Hispanic origin, February 2010-March 2011
                                                      • Figure 30: Childcare arrangements, by language spoken in the home, February 2010-March 2011
                                                    • Spanish-language dominant rely on family
                                                      • Figure 31: Likelihood of having child/children in childcare, by language spoken in the home, September 2011
                                                      • Figure 32: Likelihood of having child/children in childcare, by household income, September 2011
                                                  • Parents and Technology

                                                    • Key points
                                                      • Less-acculturated Hispanics lag in use of the web
                                                        • Figure 33: Technology penetration, by race/Hispanic origin and nativity, 2010
                                                      • Parents’ attitudes toward the internet
                                                        • Figure 34: Parents’ attitude toward the internet, by race/Hispanic origin, February 2010-March 2011
                                                      • Staying in touch and entertainment popular uses for the web
                                                        • Figure 35: Online activities of parents in the last 30 days, by race/Hispanic origin, February 2010-March 2011
                                                        • Figure 36: Online activities of Hispanic parents in the last 30 days, by language spoken in the home, February 2010-March 2011
                                                      • Spanish-dominants with computers use them to help with parenting
                                                        • Figure 37: How technology assists Hispanic parenting, by computer or smartphone, September 2011
                                                        • Figure 38: How computers assist Hispanic parents, by language spoken in the home, September 2011
                                                        • Figure 39: How smartphones assist Hispanic parents, by language spoken in the home, September 2011
                                                    • Dining Out

                                                      • Key points
                                                        • Hispanics go to fast food restaurants frequently
                                                          • Figure 40: Fast food restaurant usage, by race/Hispanic origin, February 2010-March 2011
                                                          • Figure 41: Fast food restaurant usage, by language spoken in the home, February 2010-March 2011
                                                        • Younger children drive fast food visits
                                                          • Figure 42: Who accompanies Hispanic parents when going to a fast food or drive-in restaurant, by race/Hispanic origin, February 2010-March 2011
                                                          • Figure 43: Who accompanies Hispanic parents when going to a fast food or drive-in restaurant, by language spoken in the home, February 2010-March 2011
                                                      • Games and Toys

                                                        • Key points
                                                          • Likelihood of having purchased games and toys
                                                            • Figure 44: Bought games or toys, by race/Hispanic origin, February 2010-March 2011
                                                          • Spanish-only parents purchase toys at a lower rate
                                                            • Figure 45: Games or toys bought in the last 12 months, by language spoken in the home, February 2010-March 2011
                                                          • Video games and books are the most popular toys to purchase
                                                            • Figure 46: Types of toy or game bought in the last 12 months, by race/Hispanic origin, February 2010-March 2011
                                                            • Figure 47: Types of toy or game bought in the last 12 months, by language spoken in the home, February 2010-March 2011
                                                        • Media Consumption by Hispanic Parents

                                                          • Key points
                                                            • Hispanic parents watch TV in both languages
                                                              • Figure 48: Trended data on language preference when watching television, Fall 2006-Winter 2011
                                                              • Figure 49: Graph: Trended data on language preference when watching television, Fall 2006-Winter 2011
                                                            • Print medium remains fairly polarized
                                                              • Figure 50: Trended data on language preference when reading magazines and newspapers, Fall 2006-Winter 2011
                                                              • Figure 51: Graph: Trended data on language preference when reading magazines and newspapers, Fall 2006-Winter 2011
                                                            • Language preference matters less for radio
                                                              • Figure 52: Trended data on language preference when listening to the radio, Fall 2006-Winter 2011
                                                              • Figure 53: Graph: Trended data on language preference when listening to the radio, Fall 2006-Winter 2011
                                                            • English dominates the web
                                                              • Figure 54: Language preference when going online by language spoken in the home, February 2010-March 2011
                                                          • Marketing Strategies

                                                            • Key points
                                                              • Television
                                                                • Assurance Wireless
                                                                  • Figure 55: Assurance Wireless, TV ad, January 2011
                                                                • Domino’s pizza
                                                                  • Figure 56: Domino’s, TV ad, December 2010
                                                                • Hess toys
                                                                  • Figure 57: Hess, TV ad, December 2010
                                                                • Jack in the Box
                                                                  • Figure 58: Jack in the Box, TV ad, December 2010
                                                                • Print plays a role in the mix
                                                                  • Downy
                                                                    • Figure 59: Downy ad, magazine, November 2011
                                                                  • Unilever
                                                                    • Figure 60: Unilever ad, magazine, November 2011
                                                                  • Got Milk?
                                                                    • Figure 61: “Got milk?” ad, magazine, November 2011
                                                                  • Online marketing
                                                                    • Todobebé
                                                                      • Figure 62: Todobebe.com
                                                                    • Mamiverse
                                                                      • Figure 63: Mamiverse.com
                                                                    • Kraft Foods
                                                                      • Figure 64: Comidakraft.com
                                                                    • Pampers
                                                                      • Figure 65: Pampers Latino Facebook page
                                                                  • U.S. Hispanic Population

                                                                      • Key facts
                                                                        • Hispanics make up the largest U.S. minority group
                                                                          • Figure 66: Population, by race and Hispanic origin, 2000-15
                                                                          • Figure 67: Population, by race/Hispanic origin, 1970-2020
                                                                          • Figure 68: Asian, Black, and Hispanic populations, 1970-2020
                                                                        • The Hispanic and non-Hispanic population
                                                                          • Hispanics are significantly younger than the overall U.S. population
                                                                            • Figure 69: U.S. Hispanic population, by age, 2005-15
                                                                            • Figure 70: Total U.S. population, by age, 2005-15
                                                                          • The Hispanic and total U.S. population by gender
                                                                            • Women
                                                                              • Figure 71: Hispanic women, by age, 2005-15
                                                                              • Figure 72: Total U.S. female population, by age, 2005-15
                                                                            • Men
                                                                              • Figure 73: Hispanic men, by age, 2005-15
                                                                              • Figure 74: Total U.S. male population, by age, 2005-15
                                                                            • Hispanics have significant purchasing power, but were hit hard by the recession
                                                                              • Figure 75: Purchasing power, by race/Hispanic origin, 2008
                                                                            • U.S. household income distribution
                                                                              • Figure 76: Median household income, by race and Hispanic origin of householder, 2010
                                                                            • Generations
                                                                              • Hispanics by generation
                                                                                • Figure 77: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                • Figure 78: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                              • Hispanics by country of origin/heritage
                                                                                • Figure 79: Hispanic population, by type, 2000-10
                                                                                • Figure 80: Graph: Hispanics, by country of origin/heritage, 2010
                                                                              • Hispanics by geographic concentration
                                                                                • Figure 81: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                • Figure 82: Hispanic population by region of residence, 2000-10
                                                                                • Figure 83: Graph: Hispanic population, by region, 2010
                                                                                • Figure 84: 10 places* with highest number of Hispanics, 2010
                                                                                • Figure 85: 10 places* with the largest share of Hispanics, 2010
                                                                              • States with greatest Hispanic population growth
                                                                                • Figure 86: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                              • Key Hispanic metropolitan areas
                                                                                • Figure 87: 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
                                                                                        • Figure 88: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                      • What is retro-acculturation?
                                                                                      • Appendix—Trade Associations

                                                                                        Companies Covered

                                                                                        • Association of Hispanic Advertising Agencies
                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                        • Procter & Gamble Company (The)
                                                                                        • Unilever USA
                                                                                        • Univision Communications Inc.
                                                                                        • Walmart Stores (USA)

                                                                                        Marketing to Hispanic Parents - US - November 2011

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