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New Generation Latino - US - August 2011

The categories covered in this report include Hispanic demographics, acculturation, and young Hispanic adults’ consumption and attitudes toward media, travel, and dining. In discussing their attitudes about themselves, we also need to address attitudinal differences between younger and older Hispanics, as well as by language preference. In this report we’ll look at consumption habits by language, income, and gender, and provide insights for targeting each segment of the Hispanic population. We will also discuss and provide examples of trends and opportunities.

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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

                      • Mindset of young Hispanic adults
                        • Media consumption
                          • Technology
                            • Travel
                              • Meals and convenience
                                • Marketing strategies
                                  • Hispanic U.S. population
                                    • Demographics
                                      • Acculturation
                                      • Insights and Opportunities

                                        • Key points
                                          • Companies should celebrate the bicultural experiences of young Hispanics
                                            • Unacculturated NGLs present opportunity for technology companies
                                              • Encourage NGLs to explore their adopted country
                                                • Young Hispanic moms key demographic
                                                • Inspire Insights

                                                    • Trend: “Patriot Games”
                                                    • Mindset of Young Hispanic Adults

                                                      • Key points
                                                        • Consumer demographics
                                                          • Figure 1: Demographics of respondents to Mintel’s custom consumer survey, March 2011
                                                        • Ethnic preference when socializing
                                                          • Socializing with groups of mixed nationalities common for Hispanics
                                                            • Figure 2: Hispanics’ ethnic preference, by language spoken in the home, March 2011
                                                          • Younger Hispanics are highly likely to engage with groups of mixed nationalities
                                                            • Figure 3: Hispanics’ ethnic preference, by age, March 2011
                                                          • Leisure time activities
                                                            • Acculturated Hispanics much less interested in spending time with family and friends
                                                              • Figure 4: Preferred leisure time activities, by language spoken in the home, March 2011
                                                            • Latinas love to shop
                                                              • Figure 5: Preferred leisure time activities, by gender, March 2011
                                                            • Time is of the essence
                                                              • Spanish-dominants feel they have little free time
                                                                • Figure 6: Attitudes toward leisure time, by language spoken in the home, March 2011
                                                              • How the presence of children impacts attitudes toward technology
                                                                • Figure 7: Attitudes toward leisure time, by the presence of children in the household, March 2011
                                                              • Communication with family and friends
                                                                • Spanish-dominants more likely use landlines
                                                                  • Figure 8: Methods of communication used with family and friends, by language spoken in the home, March 2011
                                                                • Latinas prefer to talk with family and friends instead of texting
                                                                  • Figure 9: Methods of communication used with family and friends, by gender, March 2011
                                                              • Media Consumption

                                                                • Key points
                                                                  • Type of media consumed
                                                                    • NGL more likely to engage with English-language media
                                                                      • Figure 10: Type and language of media consumed, by race/Hispanic origin, October 2009-December 2010
                                                                    • Language preference when reading
                                                                      • NGLs are more likely to read in English
                                                                        • Figure 11: Language in which Hispanics prefer to read, by language spoken in the home, March 2011
                                                                      • Younger NGLs are more likely to read in English
                                                                        • Figure 12: Language in which Hispanics prefer to read, by age, March 2011
                                                                      • Portrayal of Hispanics in advertising
                                                                        • Spanish-dominants are positive about portrayal of Hispanics in the media
                                                                          • Figure 13: Attitudes on the portrayal of Hispanics in the media, by language spoken in the home, March 2011
                                                                        • Hispanic men seen as portrayed less positively than Hispanic women in the media
                                                                          • Figure 14: Attitudes on the portrayal of Hispanics in the media, by gender, March 2011
                                                                        • Local newspapers
                                                                          • Respondents report reading local newspapers to get a different perspective
                                                                            • Figure 15: Readership of local newspapers, by language in which Hispanics read, March 2011
                                                                            • Figure 16: Reasons for reading local newspapers, by language in which Hispanics read, March 2011
                                                                        • Technology

                                                                          • Key points
                                                                            • Attitudes toward technology
                                                                              • Young Hispanics less likely to say internet has changed the way they get info about products and services
                                                                                • Figure 17: Type and language of media consumed, by race/Hispanic origin, October 2009-December 2010
                                                                              • Slight increase in acculturation creates jump in internet impact
                                                                                • Figure 18: Type and language of media consumed by Hispanics, by language spoken in the home, October 2009-December 2010
                                                                              • Ownership and usage of a PC at home
                                                                                • More than half of NGLs own a PC
                                                                                  • Figure 19: Likelihood of owning a PC at home, by race/Hispanic origin, October 2009-December 2010
                                                                                  • Figure 20: Mean number of hours used a PC at home, by race/Hispanic origin, October 2009-December 2010
                                                                                • Acculturation accelerates ownership and usage of PC
                                                                                  • Figure 21: Likelihood of owning a PC at home, by language spoken in the home, October 2009-December 2010
                                                                                  • Figure 22: Mean number of hours Hispanic used a PC at home, by language spoken in the home, October 2009-December 2010
                                                                                • Connecting to the internet
                                                                                  • Spanish-dominants are more likely to connect through a home PC
                                                                                    • Figure 23: Ways in which Hispanics connect to the internet, by language, March 2011
                                                                                  • Income and where Hispanics access the internet does not appear to correlate
                                                                                    • Figure 24: Ways in which Hispanics connect to the internet, by household income, March 2011
                                                                                  • Online activities
                                                                                    • Young Hispanic women use internet to communicate
                                                                                      • Figure 25: Activities performed online by Hispanics, by gender, March 2011
                                                                                    • Email significant for English-dominant Hispanic respondents
                                                                                      • Figure 26: Activities performed online by Hispanics, by language spoken in the home, March 2011
                                                                                    • PDAs
                                                                                      • Hispanics report low levels of ownership of PDAs, similar to other ethnicities
                                                                                        • Figure 27: Likelihood of owning a PDA, by race/Hispanic origin, October 2009-December 2010
                                                                                        • Figure 28: Likelihood of Hispanics owning a PDA, by language spoken in the home, October 2009-December 2010
                                                                                      • MP3/Digital media player
                                                                                        • About half of young Hispanics say they own an MP3 player
                                                                                          • Figure 29: Likelihood of owning an MP3/digital media, by race/Hispanic origin, October 2009-December 2010
                                                                                        • Bilingual Hispanics are the most likely to own an MP3
                                                                                          • Figure 30: Likelihood of owning an MP3/digital media player, by language spoken in the home, October 2009-December 2010
                                                                                        • Age plays a factor in the ownership of MP3 players
                                                                                          • Figure 31: Likelihood of owning an MP3/digital media player, by age, October 2009-December 2010
                                                                                        • GPS
                                                                                          • Hispanics least likely to own GPS
                                                                                            • Figure 32: Likelihood of owning a GPS, by race/Hispanic origin, October 2009-December 2010
                                                                                          • Respondents with higher household income more likely to own a GPS
                                                                                            • Figure 33: Likelihood of owning a GPS, by household income, October 2009-December 2010
                                                                                          • Video games
                                                                                            • Hispanics are the least likely to own or play video games
                                                                                              • Figure 34: Likelihood of owning or playing video games, by race/Hispanic origin, October 2009-December 2010
                                                                                              • Figure 35: Likelihood of owning or playing video games, by language spoken in the home, October 2009-December 2010
                                                                                              • Figure 36: Likelihood of owning or playing video games, by the presence of children in the household, October 2009-December 2010
                                                                                          • Travel

                                                                                            • Key points
                                                                                              • Domestic travel
                                                                                                • Opportunity to reach out to young Hispanics to encourage domestic travel
                                                                                                  • Figure 37: Likelihood of traveling in the U.S. in the last 12 months, by race/Hispanic origin, October 2009-December 2010
                                                                                                • English-dominant respondents most likely to travel domestically
                                                                                                  • Figure 38: Likelihood of Hispanics traveling in the U.S. in the last 12 months, by language spoken in the home, October 2009-December 2010
                                                                                                • Create discount trips targeting young Hispanics
                                                                                                  • Figure 39: Likelihood of Hispanics traveling in the U.S. in the last 12 months, by household income, October 2009-December 2010
                                                                                                • International travel
                                                                                                  • Young Hispanic respondents highly likely to travel internationally
                                                                                                    • Figure 40: Likelihood of traveling internationally in the last three years, by race/Hispanic origin, October 2009-December 2010
                                                                                                  • Unacculturated Hispanics report high instances of international travel
                                                                                                    • Figure 41: Likelihood of Hispanics traveling internationally in the last three years, by language spoken in the home, October 2009-December 2010
                                                                                                  • Cruise ship
                                                                                                    • Travel industry may want to do more to market cruises to young Hispanics
                                                                                                      • Figure 42: Likelihood of taking a cruise in the last three years, by race/Hispanic origin, October 2009-December 2010
                                                                                                    • Theme parks
                                                                                                      • Hispanic respondents likely to visit theme parks
                                                                                                        • Figure 43: Likelihood of visiting a theme park in the last 12 months, by race/Hispanic origin, October 2009-December 2010
                                                                                                        • Figure 44: Theme parks visited in the last 12 months, by race/Hispanic origin, October 2009-December 2010
                                                                                                      • Bilingual Hispanics are the most likely to visit theme parks
                                                                                                        • Figure 45: Likelihood of Hispanics visiting a theme park in the last 12 months, by language spoken in the home, October 2009-December 2010
                                                                                                        • Figure 46: Likelihood of Hispanics visiting a theme park in the last 12 months, by the presence of children in the home, October 2009-December 2010
                                                                                                    • Meals and Convenience

                                                                                                      • Key points
                                                                                                        • Meals at home
                                                                                                          • Women more likely to eat almost all breakfast types
                                                                                                            • Figure 47: Type of convenient meals eaten for breakfast by Hispanics, by gender, March 2011
                                                                                                          • Those with children more likely to make breakfast from scratch
                                                                                                            • Figure 48: Type of convenient meals eaten for breakfast by Hispanics, by presence of children in the home, March 2011
                                                                                                          • Made-from-scratch lunch important for Spanish-dominants
                                                                                                            • Figure 49: Type of convenient meals eaten for lunch by Hispanics, by language spoken in the home, March 2011
                                                                                                          • Lower-income respondents eating lunch out more
                                                                                                            • Figure 50: Type of convenient meals eaten for lunch by Hispanics, by household income, March 2011
                                                                                                          • Spanish-dominants more likely to eat partially pre-made items for dinner
                                                                                                            • Figure 51: Type of convenient meals eaten for dinner by Hispanics, by language spoken in the home, March 2011
                                                                                                          • Respondents with two or more children are more likely to eat dinner made from scratch
                                                                                                            • Figure 52: Type of convenient meals eaten for dinner by Hispanics, by the presence of children under the age of 18 in the household, March 2011
                                                                                                          • Restaurant meals
                                                                                                            • Hispanic consumers eat at restaurants to treat themselves and to socialize
                                                                                                              • Figure 53: Reasons for dining at a restaurant, by household income, March 2011
                                                                                                            • Speed most important factor when purchasing takeout
                                                                                                              • Figure 54: Reasons for buying food from takeout, by the presence of children under the age of 18 in the household, March 2011
                                                                                                              • Figure 55: Reasons for buying food from takeout, by language spoken in the home, March 2011
                                                                                                            • Too tired to cook main reason respondents with children have food delivered
                                                                                                              • Figure 56: Reasons for having food delivered from a restaurant, by the presence of children under the age of 18 in the household, March 2011
                                                                                                            • Spanish-dominants prefer food delivery when too tired to cook
                                                                                                              • Figure 57: Reasons for having food delivered from a restaurant, by language spoken in the home, March 2011
                                                                                                          • Marketing Strategies

                                                                                                            • Key points
                                                                                                              • Television
                                                                                                                • McDonald’s
                                                                                                                  • Figure 58: McDonald’s, Monopoly game, October 2010
                                                                                                                  • Figure 59: McDonald’s, McNuggets, November 2008
                                                                                                                • Boost Mobile
                                                                                                                  • Figure 60: Boost Mobile, May 2010
                                                                                                                • Six Flags Fiesta
                                                                                                                  • Figure 61: Six Flags Fiesta Texas, July 2007
                                                                                                                • Online
                                                                                                                  • The Latina Blogger
                                                                                                                    • Integrated campaign
                                                                                                                      • The Coca-Cola Co.: Destapa La Felicidad (Unleash Your Dreams)
                                                                                                                      • Cluster Analysis

                                                                                                                          • Convenient Identifiers
                                                                                                                            • Demographics
                                                                                                                              • Characteristics
                                                                                                                                • Opportunities
                                                                                                                                  • Store-Cutters
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunities
                                                                                                                                          • Convenience-Averse
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunities
                                                                                                                                                  • Characteristic tables
                                                                                                                                                    • Figure 62: New Latino clusters, March 2011
                                                                                                                                                    • Figure 63: Likelihood of reading smaller local newspapers, by new Latino clusters, March 2011
                                                                                                                                                    • Figure 64: Level of identifying with their Latino culture, by new Latino clusters, March 2011
                                                                                                                                                    • Figure 65: Attitudes toward Latino culture, by new Latino clusters, March 2011
                                                                                                                                                    • Figure 66: Products and services utilized for convenience, by new Latino clusters, March 2011
                                                                                                                                                    • Figure 67: Attitudes toward leisure time, by new Latino clusters, March 2011
                                                                                                                                                  • Demographic tables
                                                                                                                                                    • Figure 68: New Latino clusters, by gender, March 2011
                                                                                                                                                    • Figure 69: New Latino clusters, by age, March 2011
                                                                                                                                                    • Figure 70: New Latino clusters, by household income, March 2011
                                                                                                                                                    • Figure 71: New Latino clusters, by language of survey, March 2011
                                                                                                                                                    • Figure 72: New Latino clusters, by language spoken in the home, March 2011
                                                                                                                                                    • Figure 73: New Latino clusters, by marital status, March 2011
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • U.S. Hispanic Population

                                                                                                                                                      • Key facts
                                                                                                                                                        • U.S. population by race/Hispanic origin
                                                                                                                                                          • Figure 74: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                          • Figure 75: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                          • Figure 76: Population, by race and Hispanic origin, 2000-15
                                                                                                                                                        • The Hispanic and non-Hispanic population
                                                                                                                                                          • The Hispanic and total U.S. population by age
                                                                                                                                                            • Figure 77: Population by age, 2006-16
                                                                                                                                                            • Figure 78: U.S. Hispanic population, by age, 2006-16
                                                                                                                                                          • The Hispanic and total U.S. population by gender
                                                                                                                                                            • Women
                                                                                                                                                              • Figure 79: Hispanic females, by age, 2006-16
                                                                                                                                                              • Figure 80: Total U.S. female population by age, 2006-16
                                                                                                                                                            • Men
                                                                                                                                                              • Figure 81: Hispanic males, by age, 2006-16
                                                                                                                                                              • Figure 82: Total U.S. Male population, by age, 2006-16
                                                                                                                                                            • Hispanic purchasing power
                                                                                                                                                              • Figure 83: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                            • U.S. household income distribution
                                                                                                                                                              • Figure 84: Median household income, by race and Hispanic origin of householder, 2009
                                                                                                                                                            • Hispanic income levels
                                                                                                                                                              • Figure 85: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                            • The Hispanic household
                                                                                                                                                              • Figure 86: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                              • Figure 87: Households, by number of persons in the household—Hispanics vs. all households, 2010
                                                                                                                                                              • Figure 88: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                            • Hispanics by generation
                                                                                                                                                              • Figure 89: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                              • Figure 90: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                            • Hispanics by country of origin/heritage
                                                                                                                                                              • Figure 91: Hispanic population by type, 2000-10
                                                                                                                                                              • Figure 92: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                                              • Figure 93: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                                              • Figure 94: Graph: Hispanic population, by region, 2010
                                                                                                                                                              • Figure 95: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                            • States with greatest Hispanic population growth
                                                                                                                                                              • Figure 96: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                                              • Figure 97: 10 places* with highest number of Hispanics, 2010
                                                                                                                                                            • Acculturation
                                                                                                                                                              • What is acculturation?
                                                                                                                                                                • Why is level of acculturation important?
                                                                                                                                                                  • Levels of acculturation
                                                                                                                                                                    • Unacculturated/Enculturated
                                                                                                                                                                      • Acculturated/Bicultural
                                                                                                                                                                        • Assimilated
                                                                                                                                                                            • Figure 98: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                          • What is retro-acculturation?
                                                                                                                                                                            • Retro-acculturation
                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • American Eagle Outfitters Inc
                                                                                                                                                                              • American Marketing Association (AMA)
                                                                                                                                                                              • Association of Hispanic Advertising Agencies
                                                                                                                                                                              • Association of National Advertisers (ANA)
                                                                                                                                                                              • BabyCenter, L.L.C.
                                                                                                                                                                              • Boost Mobile, LLC
                                                                                                                                                                              • Centers for Disease Control and Prevention
                                                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Fossil
                                                                                                                                                                              • FreshDirect Inc
                                                                                                                                                                              • General Mills Inc
                                                                                                                                                                              • International Air Transport Association
                                                                                                                                                                              • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                              • McDonald's U.S.A.
                                                                                                                                                                              • McKinsey & Company
                                                                                                                                                                              • MySpace.com
                                                                                                                                                                              • National Association of Broadcasters
                                                                                                                                                                              • National Restaurant Association (NRA)
                                                                                                                                                                              • National Telecommunications and Information Association (NTIA)
                                                                                                                                                                              • Netflix, Inc.
                                                                                                                                                                              • Peapod
                                                                                                                                                                              • Research In Motion (USA)
                                                                                                                                                                              • Six Flags, Inc.
                                                                                                                                                                              • Target Corporation
                                                                                                                                                                              • TiVo Inc
                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                              • Universal Studios Inc.
                                                                                                                                                                              • US Department of Commerce
                                                                                                                                                                              • Visa U.S.A. Inc.
                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                              • Walt Disney Company, The
                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                              New Generation Latino - US - August 2011

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