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Key points included

  • Add Hispanic flavor to the holidays
  • Redefine prime time TV – go live
  • Meet Hispanics at the movies

Covered in this report

This report offers an overview of Hispanics’ lifestyles and entertainment choices. It includes a segmentation based on attitudes toward different factors influencing lifestyles, such as overall satisfaction, time, money, friends and family. The Report also includes an inventory of top leisure activities, how Hispanics access different types of content, as well as attitudes toward going to the movies, malls and working out.

Expert analysis from a specialist in the field

Written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Overall, the majority of Hispanics are pleased with their current lifestyles. Their level of satisfaction is strongly correlated with how well they get along with friends and family and how much they want them involved in their leisure time. In addition to friends and family, Hispanics’ attitudes toward time and money for leisure can create some tension. When thinking about specific leisure activities, Hispanics tend to prioritize activities with friends and family, along with media content. The influence of technology is such that the majority claim they couldn’t live without having access to the internet Juan Ruiz
Director of Hispanic Insights

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Hispanics’ lifestyles and entertainment attitudinal segments, August 2019
        • Video summary
          • Top takeaways
            • The opportunities
              • Add Hispanic flavor to the holidays
                • Figure 2: Presence of Hispanic dishes as part of Hispanics’ celebrations of holidays, by language spoken at home and household income, August 2019
              • Redefine prime time TV – go live
                • Figure 3: Correspondence analysis – Symmetrical map – Content consumption, August 2019
              • Meet Hispanics at the movies
                • Figure 4: Hispanics’ attitudes toward ads in movie theaters, indexed to all, April 2018-June 2019
              • What it means
              • The Market – What You Need to Know

                • Four distinct groups of Hispanics have varying attitudes toward their lifestyles
                  • Hispanic market demographics influence lifestyles
                    • The internet and family influence Hispanics’ lifestyles
                    • Lifestyles and Entertainment Attitudinal Segments

                      • There are four ways Hispanics approach lifestyles and entertainment
                        • Figure 5: Hispanics’ lifestyles and entertainment attitudinal segments, August 2019
                      • Change Seekers (20%)
                        • Figure 6: Profile of Change Seekers, August 2019
                      • Direction Seekers (17%)
                        • Figure 7: Profile of Direction Seekers, August 2019
                      • Peace Achievers (25%)
                        • Figure 8: Profile of Peace Achievers, August 2019
                      • Hectic Jugglers (38%)
                        • Figure 9: Profile of Hectic Jugglers, August 2019
                    • Attitudinal Segments Implications

                      • Are Hispanics content with their lifestyles?
                        • Figure 10: Hispanics’ attitudes toward lifestyles and entertainment – Overall contentment, by attitudinal segments, August 2019
                      • Are Hispanics looking for a change?
                        • Figure 11: Hispanics’ attitudes toward lifestyles and entertainment – Change/areas of improvement, by attitudinal segments, August 2019
                      • Are Hispanics overwhelmed?
                        • Figure 12: Hispanics’ attitudes toward lifestyles and entertainment – Life responsibilities, by attitudinal segments, August 2019
                      • The weight of family and friends
                        • Figure 13: Hispanics’ attitudes toward lifestyles and entertainment – Family and friends, by attitudinal segments, August 2019
                    • Market Factors

                      • Hispanics’ youthfulness centers lifestyles around family
                        • Figure 14: Hispanic share of total US population, by age, 2019
                      • Larger household sizes may limit “me-time” opportunities
                        • Figure 15: Average number of people per household, by race and Hispanic origin, 2018
                        • Figure 16: Households with related children, by race and Hispanic origin of householder, 2018
                      • Hispanics’ value-oriented mentality also applies to leisure and entertainment
                        • Figure 17: Median household income, by race and Hispanic origin of householder, 2017
                        • Figure 18: Household income distribution, by race and Hispanic origin of householder, 2017
                    • Market Perspective

                      • The internet is an intrinsic part of Hispanics’ lives
                        • Figure 19: Hispanics’ attitudes toward having internet, August 2019
                        • Figure 20: How Hispanics access the internet at home, indexed to all, April 2018-June 2019
                      • Less-affluent and Spanish/bilingual Hispanics are more open to a disconnected life
                        • Figure 21: Hispanics’ attitudes toward having internet, by language spoken at home and household income, August 2019
                      • Hispanic moms’ lives revolve around their families
                        • Figure 22: Factors that make Hispanics unique – Family, Hispanic moms vs all US moms, February 2018
                    • Lifestyles and Entertainment Considerations – What You Need to Know

                      • Media channels look to social media to grow awareness
                        • Holidays present opportunities for an intimate connection
                          • Gatherings offer opportunities to connect with both hosts and guests
                            • Not all soccer is created equal
                            • Lifestyles and Entertainment Considerations

                                • The fight for attention is taking place on many fronts
                                  • Univision is expanding ways of delivering content
                                    • Figure 23: Univision Facebook posts for La Gata soap opera and Real America with Jorge Ramos, October-November 2019
                                  • Telemundo streaming its content for free after waiting period
                                    • Disney+ has the ingredients Hispanics like
                                      • Figure 24: Disney+ online ads, November 2019
                                    • There are opportunities to become part of Hispanics’ holiday celebrations
                                      • Hispanic food is part of Hispanics’ celebrations of US holidays
                                        • Figure 25: Presence of Hispanic dishes as part of Hispanics’ celebrations of holidays, by language spoken at home and household income, August 2019
                                        • Figure 26: Walmart’s Thanksgiving prepared food Facebook ad, November 2019
                                      • More affluent Spanish-dominant Hispanics feel more compelled to have holiday decorations
                                        • Figure 27: Likelihood of Hispanics buying specific holiday decorations, by language spoken at home and household income, August 2019
                                      • Hispanics’ social lives offer opportunities to connect with both hosts and guests
                                        • Figure 28: Hispanics’ attitudes toward visiting vs hosting friends/family, August 2019
                                      • More-affluent Hispanics are more enthusiastic about hosting
                                        • Figure 29: Hispanics’ attitudes toward visiting vs hosting friends/family, by language spoken at home and household income, August 2019
                                      • There is more than soccer when connecting through sports
                                        • Hispanics’ interest in soccer is fragmented
                                            • Figure 30: Hispanics’ interest in sports – Last 12 months, indexed to all, April 2018-June 2019
                                          • Hispanics’ sports participation declines with age
                                            • Figure 31: Top sports Hispanics practice – Last 12 months (including teens), by age, April 2018-June 2019
                                        • The Consumer – What You Need to Know

                                          • Friends and family play an important role in Hispanics’ leisure time activities
                                            • Hispanics associate live TV and streaming services with different types of content
                                              • Hispanics are avid moviegoers
                                                • Hispanics keep on going to the mall
                                                  • Hispanics exercise to tackle both physical and mental issues
                                                  • Top Leisure Activities

                                                    • Social and content-related activities consume most of Hispanics’ time
                                                      • Figure 32: Hispanics’ past three month leisure time activities, August 2019
                                                    • Hispanics in different segments have different leisure priorities
                                                        • Figure 33: Hispanics’ past three month leisure time activities, by attitudinal segments, August 2019
                                                      • Household income influences Hispanics’ engagement with paid activities
                                                        • Figure 34: Hispanics’ past three month leisure time activities, by language spoken at home and household income, August 2019
                                                    • Content Sources

                                                      • Spanish-dominant Hispanics welcome more content options
                                                        • Figure 35: Hispanics’ attitudes toward more content options, by language spoken at home, August 2019
                                                      • Younger Hispanics more likely to be overwhelmed with more options
                                                        • Figure 36: Hispanics’ attitudes toward more content options, by age, August 2019
                                                      • Live events to keep live TV going
                                                          • Figure 37: Correspondence analysis – Symmetrical map – Content consumption, August 2019
                                                          • Figure 38: Hispanics’ association of types of content and content channels, August 2019
                                                      • Movie Theater Visitation

                                                        • Hispanics overindex for visiting movie theaters more frequently
                                                          • Figure 39: Number of times Hispanics went to the movies – Last 90 days, indexed to all, April 2018-June 2019
                                                        • Movie theaters offer an engaging atmosphere to Hispanics
                                                          • Figure 40: Hispanics’ attitudes toward ads in movie theaters, indexed to all, April 2018-June 2019
                                                        • Hispanics overindex for watching family-oriented movies
                                                          • Figure 41: Types of movies Hispanics usually see, indexed to all, April 2018-June 2019
                                                        • Hispanic teens are avid moviegoers
                                                          • Figure 42: Number of times Hispanic teens went to the movies – Last 90 days, indexed to all teens, April 2018-June 2019
                                                          • Figure 43: Reasons why Hispanic teens see movies, indexed to all teens, April 2018-June 2019
                                                      • Shopping Mall Visitation

                                                        • Hispanics visit malls multiple times per month
                                                          • Figure 44: Hispanics’ mall visitation frequency in past 12 months, indexed to all, August 2019
                                                        • Younger Hispanics drive mall visitation
                                                          • Figure 45: Hispanics’ mall visitation frequency in past 12 months – Once a month or more often, by age, August 2019
                                                        • Spanish-dominant Hispanics embrace mall visitation
                                                          • Figure 46: Hispanics’ mall visitation frequency in past 12 months – Once a month or more often, by language spoken at home and household income, August 2019
                                                      • Reasons for Visiting Malls

                                                        • Malls are a meeting point
                                                          • Figure 47: Reasons why Hispanics go to the mall, indexed to all, August 2019
                                                        • Reasons worth highlighting – TURF analysis
                                                            • Figure 48: TURF analysis – Reasons why Hispanics go to the mall, August 2019
                                                            • Figure 49: TURF analysis table – Reasons why Hispanics go to the mall, August 2019
                                                          • Gift/holiday shopping brings older Hispanic men to the mall
                                                            • Figure 50: Incidence of Hispanics going to the mall for specific store and gift/holiday shopping, by gender and age, August 2019
                                                          • More-affluent Spanish-dominant Hispanics more likely to embrace malls beyond shopping
                                                            • Figure 51: Reasons why Hispanics go to the mall, by language spoken at home and household income, August 2019
                                                          • Visiting the mall is a family activity
                                                            • Figure 52: Reasons why Hispanics go to the mall, by presence of children in the household and their age, August 2019
                                                        • Working Out

                                                          • Hispanics exercise for both body and mind
                                                            • Figure 53: Reasons why Hispanics exercise, August 2019
                                                            • Figure 54: Reasons why Hispanics exercise – Select reasons, by attitudinal segments, August 2019
                                                          • Exercising to relieve stress and lose weight more common among Hispanic women
                                                            • Figure 55: Reasons why Hispanics exercise – Relieve stress and lose weight, by gender and parental status, August 2019
                                                          • Weight and appearances can encourage those who are inactive
                                                            • Figure 56: What would get Hispanics who don’t exercise to start, August 2019
                                                          • Hispanic women more likely than men to react to the right triggers
                                                            • Figure 57: What would get Hispanics who don’t exercise to start, by gender and age, August 2019
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                                • Terms
                                                                  • A note about acculturation
                                                                    • TURF methodology
                                                                      • Correspondence analysis methodology
                                                                      • Appendix – Consumer Data

                                                                          • Figure 58: How Hispanics access the internet at home, by household income, April 2018-June 2019
                                                                          • Figure 59: How Hispanics access the internet at home, by language spoken at home, April 2018-June 2019
                                                                          • Figure 60: Hispanics’ interest in sports – Last 12 months, by age, April 2018-June 2019
                                                                          • Figure 61: Hispanics’ interest in sports – Last 12 months, by household income, April 2018-June 2019
                                                                          • Figure 62: Hispanics’ interest in sports – Last 12 months, by language spoken at home, April 2018-June 2019

                                                                      About the report

                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                      • The Consumer

                                                                        What They Want. Why They Want It.

                                                                      • The Competitors

                                                                        Who’s Winning. How To Stay Ahead.

                                                                      • The Market

                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                      • The Innovations

                                                                        New Ideas. New Products. New Potential.

                                                                      • The Opportunities

                                                                        Where The White Space Is. How To Make It Yours.

                                                                      • The Trends

                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                      Description