Hispanic Lifestyles and Entertainment - US - April 2015
“While Hispanics spend their ‘me’ time, if any, at home, mostly consuming content, out-of-home activities typically involve friends and family. In this context, Hispanics look for events or activities with them in mind. If friends and family are not on board with the idea, Hispanics may simply move on to the next one.”
– Juan Ruiz, Sr. Multicultural Analyst
This report looks at the following areas:
- Multi-platform content is a must when aiming to reach Hispanics
- Appealing to Hispanics beyond the wallet
- Family and friends hold the keys
Hispanics devote most of their leisure time to activities with their families, while also aiming to have some time for themselves. At home, their main leisure activities orbit around content consumption – both offline and online. Outside home, dining out and shopping for fun are the most common off-duty activities. Input from their family, children, and friends are central to Hispanics decisions regarding how to spend their leisure time.
In their leisure time, Hispanics have many activities to choose from. Their at-home activities gravitate toward the consumption of content, which Hispanics are getting through both broadcast and online. The availability at home of multiple devices with internet access is changing the dynamic around the TV set as it is allowing Hispanics to take control of what they watch, when they watch, and even where they watch as Hispanics are no longer tied to the family room.
The most common outside-home activities are dining out and shopping for fun. For these activities, it is important for Hispanics to find places where they as well as their families feel welcomed. Moreover, the same applies when deciding whether or not to attend to events as Hispanics decide with their families in mind.
Hispanics want to have a good time with friends and family. Venues targeting Hispanics need to offer a value proposition that appeal to the entire family, otherwise Hispanics may discard the idea if they feel that someone in the family won’t enjoy the event.
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