Marketing to Hispanic Parents - US - November 2011

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