According to the U.S. Census Bureau, the
Hispanic population is expected to reach 59.4 million
by 2016, a 15.8% increase from 2011. Currently more than $1 trillion, Hispanic
spending power is expected to climb to nearly $1.5 trillion by 2015. Hispanic
households are more likely than non-Hispanic households to have children.
Hispanic families are also larger than non-Hispanic families, with
multigenerational members of the same household engaging in various forms of
entertainment and leisure-time activities. The preferred language of Hispanics
plays a much lesser role than income levels, with cost a key factor in the
entertainment activities they participate in. Understanding these differences
and the forms of entertainment that Hispanics prefer will help marketers not
only maintain but grow their business among this important consumer group.
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
CHAID analysis methodology
Advertising
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
Market factors
Figure 1: Monthly household expenditure on entertainment, by household income,
March 2012
Online entertainment preferences
Figure 2: Top 5 Weekly online activities, by languages spoken at home, March
2012
Older Hispanic women s online habits
Figure 3: Frequency of playing or downloading a video game from online sources,
by gender and age, March 2012
Entertainment activities Hispanics engage in
Figure 4: Types and frequency of entertainment and leisure activities, March
2012
Books
Figure 5: Incidence of purchasing a book in the last 12 months, by preferred
language when reading, October 2010-November 2011
Figure 6: Incidence of purchasing a book in the last 12 months, by preferred
language when reading, October 2010-November 2011
Figure 7: Incidence of purchasing a book in the last 12 months, by race/Hispanic
origin, October 2010-November 2011
Games and toys
Figure 8: Top 5 games/toys purchased in the last 12 months, by race/Hispanic
origin, October 2010-November 2011
The consumer
U.S. Hispanic population
Figure 9: Population, by race/Hispanic origin, 2006-16
Hispanic households with children
Figure 10: Households with children, by race/Hispanic origin of householder,
2011
What we think
Issues in the Market
Are Hispanics spending more on entertainment or has the cost gone up?
Are Hispanics consuming less Spanish-language media?
Can family-friendly marketing incentives increase Hispanics patronage?
Insights and Opportunities
Grow the focus on bilingual, bicultural Hispanics
Hispanic women are highly active in social media
Inspire Insights
Trend: Let s Make A Deal
Trend: Non-Standard Society
The Hispanic Entertainment Consumer
Key points
Trends in entertainment consumption
Hispanic adults are more likely to read in English
Figure 11: Trend for language preferred when reading, by Hispanics, 2007- 2011
Hispanics are less likely to watch Spanish-language television
Figure 12: Trend for language preferred when watching television, by Hispanics,
2007-2011
Hispanics are listening more to English-language radio
Figure 13: Trend for language preferred when listening to the radio, by
Hispanics, 2007-2011
Hispanics tend to visit websites in English
Figure 14: Preferred language when visiting websites, by Hispanics, 2010- 2011
Household expenditure on entertainment
Figure 15: Hispanics monthly household expenditure on entertainment, by
household income, March 2012
Figure 16: Hispanics monthly household expenditure on entertainment, by language
spoken at home, March 2012
Changes in household spending on entertainment
Figure 17: Changes in entertainment expenditures, by gender and household
income, March 2012
Figure 18: Changes in entertainment expenditures, by language spoken at home,
March 2012
Reasons for increased entertainment spending
Figure 19: Reasons for higher household expenditures on entertainment, by
gender, March 2012
Figure 20: Influence of kids on higher household expenditures on entertainment,
March 2012
Reasons for lower entertainment spending
Figure 21: Reasons for lower household expenditures on entertainment, by
household income, March 2012
Entertainment Activities
Key points
Preferred entertainment activities and consumption habits
Hispanic adults are selective in their out-of-home entertainment choices
Figure 22: Frequency of participating in a range of entertainment activities,
March 2012
Bars and nightclubs are frequented only occasionally
Figure 23: Frequency of going to a bar/nightclub, March 2012
Figure 24: Frequency of going to a bar/nightclub, by gender and household
income, March 2012
Sports, fitness, and other leisure activities
Income and gender determine engagement levels in various activities
Figure 25: Types and frequency of doing various entertainment activities, by
gender and household income, March 2012
Figure 26: Types and frequency of doing various entertainment activities, by
gender and household income, March 2012
Sports passions vary by language preference
Figure 27: Incidence of sports viewed on television in the last 12 months, by
language preferred while watching television, March 2012
Books and e-books
Figure 28: Likelihood of purchasing a book in the last 12 months, types of books
purchased, and source of books purchased, by race and Hispanic origin, October
2010-November 2011
Figure 29: Likelihood of purchasing a book in the last 12 months, types of books
purchased, and source of books purchased, by language preferred when reading,
October 2010-November 2011
Figure 30: E-book usage in the last 12 months and types of device used, by
race/Hispanic origin, October 2010-November 2011
Figure 31: E-book usage in the last 12 months and types of device used, by
language preferred when reading, October 2010-November 2011
