The U.S. Hispanic Market
Sep 1, 2001
306 Pages - Pub ID: LA234615
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  1. Executive Summary
    Introduction
    • Background
    • Overview of Report

    Scope and Methodology
    • Scope of Report
    • Methodology

    Demographic Overview
    • Hispanic Population Grew Seven Times Faster than Non-Hispanic Population
    • Continued Rapid Growth Anticipated
    • Major Changes in Composition of Hispanic Population
    • California and Texas Account for Half of Hispanic Population
    • Southern States Experience Fastest Growth in Hispanic Populations
    • Hispanics Younger than General Population
    • Family Households Predominate
    • Hispanic Households Much Larger than Average
    • Nearly 2.4 Million Hispanic Workers Earn $35,000 or More
    • Many Hispanic Families Have High Incomes
    • Hispanic Males More Likely than Other Males to Be in Labor Force
    • Educational Gains Seen in Last Two Decades
    • Spanish Predominates in Hispanic Households
    • But Latino Kids and Teens Use English with Their Friends
    • Wide Variations in Demographic Profiles of Hispanic Subgroups

    Survey of the Hispanic Market
    • Hispanic Consumer Expenditures Are Growing More than Twice as Fast as Non-Hispanic Expenditures
    • Most Hispanics Still Found in Major Urban Markets
    • But Smaller Markets Affected Dramatically by Hispanic Growth
    • Hispanic Markets More Diverse outside California and Southwest
    • Affluent Hispanics Represent Major Market
    • Nearly 1.5 Million Hispanic Families Have Incomes above National Average
    • Young Adults More Important in Hispanic Market than in General Market
    • Hispanic Kids and Teens Become Major Force in Key Markets
    • Affluent Hispanic Market Will Reach $300 Billion in 2006
    • Buying Power of Hispanics Will Exceed $634 Billion in 2006

    Consumer Behavior of Hispanics
    • Hispanics Seek to Stay in Style
    • Brand Loyalty Lower
    • Hispanic Consumer-Expenditure Patterns Differ
    • Hispanics Outspend Others for Food and Beverages
    • Food-Buying Patterns Influenced by Range of Factors
    • New Research Highlights Patterns of Internet Access and Usage by Hispanics
    • U.S. Government Counts More than 7 Million Hispanics on Internet

    Hispanic Media
    • Hispanic Print Media Continue Explosive Growth
    • Hispanics Have Low Trust in Newspapers but Place High Value on Magazines
    • Hispanics Watch English-Language Programs Too
    • Univision Continues to Dominate Spanish-Language Television but Telemundo Gains Ground
    • Number of Spanish Radio Stations Is Growing
    • Radio Top Entertainment Source for Hispanics
    • Latin American Web Portals Shift Focus to U.S. Hispanic Market

    Overview of Marketing, Promotional, and Advertising Strategies
    • Traditional Themes Still Drive Hispanic Marketing Strategies
    • But New Levels of Marketing Sophistication Needed
    • Effective Hispanic Marketing Strategies Do Not Stand Alone
    • Spanish-Language Ads Seen Most Effective
    • Hispanic Ad Expenditures Nearly Doubled in Five Years
    • Most Major Advertisers Continue to Increase Hispanic Ad Spending

    Case Studies of Companies Marketing to Hispanics
    • Procter & Gamble Intensifies Efforts to Reach Hispanics
    • Salomon Smith Barney Hosts Investment Program for Hispanic Investors
    • Mott's Clamato Cocktail Focuses Exclusively on Hispanics
    • General Mills Develops Latino-Specific Products
    • Burger King Speaks to Hispanic Consumers
    • Hispanics Viewed as Key to Kmart Growth
    • AT&T Continues to Reach Out to Latinos
  2. Demographic Overview Of The Hispanic Population
    Market Definition
    • Hispanic Population Defined
    • The Term "Hispanic" Generates Controversy
    • Hispanic and Latino Used Interchangeably
    • Census 2000 Data Pose Challenges
    • Census Data Sources Reviewed

    Population Size and Growth
    • Hispanic Population Grew Seven Times Faster than Non-Hispanic Population
    • Table 2-1: Total U.S. and Hispanic Populations: 1990 vs. 2000
    • Hispanics Accounted for 40% of U.S. Population Growth
    • Figure 2-1: Population Growth: Hispanic vs. Non-Hispanic,
    • 1990-2000
    • Hispanic Population Grew Faster than Census Bureau Predicted
    • Table 2-2: Total U.S. and Hispanic Populations: Projected vs. Actual Census 2000 Counts
    • Continued Rapid Growth Anticipated
    • Table 2-3: Projected Growth of Total U.S. and Hispanic Populations, 2000-2006

    National Origin and Race
    • Hispanic Population Reflects Diverse Countries of Origin
    • Table 2-4: Number of Hispanics: by Subgroup, 2000
    • Major Changes in Composition of Hispanic Population
    • Table 2-5: Number of Hispanics: by Subgroup, 1990 vs. 2000
    • "All Other" Hispanics Register Highest Growth
    • Increase in "All Other" Hispanics May Reflect Glitch in Census 2000 Form
    • Nearly 40% of Hispanics Were Born in Another Country
    • Table 2-6: Foreign-Born vs. Native-Born Hispanics, 2000
    • Mexico Remains Principal Source of Latino Immigrants
    • Table 2-7: Immigration from Latin American Countries: by Region and Country, 1971-1980, 1981-1990, 1991-1998
    • Citizenship Rates Are Low
    • Table 2-8: Foreign-Born Hispanics: by Citizenship, Status, and Year of Entry, 2000
    • Census 2000 Race Categories Complicate Demographic Analysis
    • Hispanics Do Not View Race in Black-and-White Terms
    • Table 2-9: Hispanic Population: by Race, 2000
    • Table 2-10: Racial Identification in Census 2000: Hispanics vs. Non-Hispanics
    • Hispanics More Likely to Identify as Multiracial
    • Table 2-11: Multiracial Identification in Census 2000: Hispanics vs. Non-Hispanics

    Geographic Distribution
    • California and Texas Account for Half of Hispanic Population
    • Table 2-12: States with Largest Hispanic Populations, 2000
    • Hispanics More Urban than Non-Hispanics
    • Table 2-13: Hispanic Population by Location of Residence: Metropolitan vs.Non-Metropolitan, Hispanic vs. Non-Hispanic, 2000
    • Southern States Experience Fastest Growth in Hispanic Populations
    • Table 2-14: States with Fastest Growing Hispanic Populations, 1990 vs. 2000
    • But Traditional Hispanic Areas Grow the Most in Absolute Terms
    • Table 2-15: States with Largest Growth in Hispanic Population, 1990 vs. 2000

    Age
    • Hispanics Younger than Average
    • Population Skewed toward Younger Age Groups
    • Table 2-16: Population by Age Group: Hispanics vs. Non-Hispanics, 2000

    Household and Family Structure
    • Divorce Less Common
    • Table 2-17: Marital Status of the Population 15 Years and Over: Hispanics vs. Non-Hispanics, 2000
    • Family Households Predominate
    • Table 2-18: Household Type: Hispanics vs. Non-Hispanics, 2000
    • Hispanic Households Are Much Larger than Average
    • Table 2-19: Size of Household: Hispanics vs. Non-Hispanics, 2000
    • Childbearing Patterns Differ Dramatically
    • Table 2-20: Distribution of Women Ever Married: by Number of Children Ever Born, Age, Race, and Hispanic Origin, 1999

    Economic Status
    • Household Income Compares More Favorably with National Average
    • Table 2-21: Mean Income of People 15 Years and Over: Hispanics vs. Non-Hispanics, 1999
    • Table 2-22: Mean Household and Family Income: Hispanics vs. Non-Hispanics, 1999
    • Nearly 2.4 Million Hispanic Workers Earn $35,000 or More
    • Table 2-23: Earnings of Full-Time, Year-Round Workers 15 Years and Over: Hispanic vs. Non-Hispanic, 1999
    • Table 2-24: Earnings of Full-Time, Year-Round Workers 15 Years and Over: Hispanic vs. Non-Hispanic Males, 1999
    • Table 2-25: Earnings of Full-Time, Year-Round Workers 15 Years and Over: Hispanic vs. Non-Hispanic Females, 1999
    • Many Hispanic Families Have High Incomes
    • Table 2-26: Total Money Income of Families by Type: Hispanics vs. Non-Hispanics, 1999
    • Table 2-27: Total Money Income of Households by Type: Hispanics vs. Non-Hispanics, 1999
    • Half of Hispanic Families Own Their Own Homes
    • Table 2-28: Total Money Income of Households by Type: Hispanics vs. Non-Hispanics, 2000
    • Latinos Are Positive about Personal Financial Situation
    • Table 2-29: Views of Personal Financial Situation: by Hispanic Subgroup, 2000
    • Latinos Driven by Desire to Improve Economic Status
    • Table 2-30: Psychographic Profile: Hispanics vs. Non-Hispanic Whites, Fall 2000

    Employment and Occupational Status
    • Hispanic Males More Likely than Other Males to Be in Labor Force
    • Table 2-31: Labor Force Status of the Civilian Population 16 Years and Over: by Sex, Hispanics vs. Non-Hispanics, 2000
    • Hispanics Less Likely to Hold Managerial and Professional Jobs
    • Table 2-32: Occupation of Employed Civilian Males 16 Years and Over: Hispanics vs. Non-Hispanics, 2000
    • Table 2-33: Occupation of Employed Civilian Females 16 Years and Over: Hispanics vs. Non-Hispanics, 2000
    • Employed Hispanic Females More Likely to Have White-Collar Jobs
    • Table 2-34: Occupation: Hispanic Males vs. Females: 2000

    Educational Attainment
    • Educational Attainment Lags
    • Table 2-35: Educational Attainment of the Population 25 Years and Over: Hispanics vs. Non-Hispanics
    • Table 2-36: High-School and College Graduates as a Percent of the Population 25 Years and Over: Hispanic vs. Non-Hispanic
    • But Gains Seen in Last Two Decades
    • Table 2-37: Trends in Educational Attainment of Hispanics Age 25 and Over, 1981 vs. 2000
    • Hispanic College Enrollment Outpaces Population Growth
    • Table 2-38: Enrollment of Persons in 2-year and 4-year Colleges: by Race and Ethnicity, Selected Years, 1970-1999
    • Immigration Affects Educational Attainment of Hispanics
    • Table 2-39: High-School and College Graduates as a Percent of the Hispanic Population 25 Years and Over: Native vs. Foreign-Born

    Health Status
    • Heart Disease and Stroke Rates Low
    • Table 2-40: Death Rates from Coronary Heart Disease and Stroke: Hispanics vs.Non-Hispanics, 1998
    • Latinos Have Lowest Infant Mortality Rate
    • Table 2-41: Infant Mortality Rates: Hispanics vs. Non-Hispanics, 1998
    • Incidence of AIDS Remains Higher than Average
    • Table 2-42: Percent of AIDS Cases Diagnosed: Hispanics vs. Non-Hispanics, 1997-1999
    • Diabetes Is Serious Problem for Latinos
    • Hispanics Less Likely to Have Health Insurance
    • Table 2-43: Percent of AIDS Cases Diagnosed: Hispanics vs. Other Population Groups, 1998-1999

    Language
    • Census Survey Finds Two in Five Hispanics Report Speaking English Less than "Very Well"
    • Table 2-44: English Proficiency of Individuals 5 Years and Over Speaking Spanish at Home, 2000
    • Language Capabilities Vary by National Origin
    • Table 2-45: Language Proficiency of Hispanics: by Subgroup, 2000
    • Spanish Predominates in Hispanic Households
    • Table 2-46: Language Usually Spoken by Hispanics at Home: by Subgroup, 2000
    • But Latino Kids and Teens Use English with Their Friends
    • Table 2-47: Language Children of Hispanics Usually Speak with Their Friends: by Subgroup, 2000
    • Many Hispanics Prefer Spanish-Language Instructions to Assemble Items
    • Table 2-48: Language Preferred by Hispanics in Assembling Item from Set of Instructions, 2000

    Political and Social Values
    • Hispanics Identify as Politically Liberal
    • Table 2-49: Political Identity: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Hispanics Raise Political Profile
    • Table 2-50: Number of Hispanics Reporting Voted, Selected Years, 1980 to 1998
    • Latinos Gain Political Clout in Key States
    • Low Citizenship Rates Present Obstacles to Political Participation
    • Most Hispanics Remain Catholic but Affiliation with Protestant Denominations Increases
    • Table 2-51: Religious Preferences: Hispanics vs. Non-Hispanics, 2000
    • Table 2-52: Affiliation with Christianity: Hispanics vs. Non-Hispanics, 2000
    • Most Protestant Hispanics Are Evangelical Christians
    • Table 2-53: Affiliation with Evangelical Christianity: Hispanics vs. Non-Hispanics, 2000
    • Religious Attendance Important to Latinos
    • Table 2-54: Attitudes toward Religion: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Family Deemed Most Important Social Institution
    • Table 2-55: Attitudes toward Family: Hispanics vs. Non-Hispanics, 2000
    • Traditional Roles More Common in Hispanic Families
    • Table 2-56: Family Roles and Responsibilities: Hispanics vs. Non-Hispanics, 2000
    • Hispanic Mothers Less Likely to Work Outside the Home
    • Table 2-57: Labor Force Status of Spouses in Family Households with Children under Age 18: Hispanics vs. Non-Hispanics, 2000
    • Puerto Ricans Least Likely to Espouse Traditional Values
    • Table 2-58: Attitudes toward Family: by Hispanic Subgroup, 2000
    • Latinos Favor Tolerance of Others
    • Table 2-59: Selected Social Attitudes: Hispanics vs. Non-Hispanic Whites, Fall 2000

    Overview of Hispanic Population Groups
    • Mexicans Are Youngest and Cubans Are Oldest
    • Table 2-60: Median Age of Hispanic Subgroups, 2000
    • Table 2-61: Hispanic Subgroups: by Age Group, 2000
    • Subgroups Concentrated in Different Regions
    • Table 2-62: Hispanic Subgroups by Region of Residence, 2000
    • Puerto Ricans Most Likely to Live in Central Cities
    • Table 2-63: Hispanic Subgroups by Location of Residence: Metropolitan vs. Non-Metropolitan, 2000
    • Cubans Most Likely to Have Been Married
    • Table 2-64: Marital Status of Hispanic Subgroups, 2000
    • Puerto Ricans Have Highest Percent of Single-Parent Households
    • Table 2-65: Household Type: by Hispanic Subgroup, 2000
    • Mexican Households Are Largest
    • Table 2-66: Household Size: by Hispanic Subgroup, 2000
    • Cubans Have Highest Median Income
    • Table 2-67: Median Income of Hispanics by Country of Origin, 1999
    • Seven in Ten Mexican Workers Earn Less than $25,000
    • Table 2-68: Earnings of Full-Time, Year-Round Workers 15 Years and Over: by Hispanic Subgroup, 2000
    • Cuban Males Have Most High Earners
    • Table 2-69: Full-Time Hispanic Workers Earning $50,000 or More: by Country of Origin, 1999
    • Cuban and "Other Hispanic" Households Have More High-Income Households
    • Table 2-70: Total Money Income of Households by Type: by Hispanic Subgroup, 1999
    • Table 2-71: Total Money Income of Families by Type: by Hispanic Subgroup, 1999
    • Levels of Educational Attainment Vary
    • Table 2-72: Educational Attainment of the Population 25 Years and Over: by Hispanic Subgroup, 2000
    • Table 2-73: High-School and College Graduates as a Percent of the Population 25 Years and Over: by Hispanic Subgroup, 2000
    • Occupational Patterns Also Show Differences
    • Table 2-74: Occupation of Employed Civilian Males 16 Years and Over: by Hispanic Subgroup, 2000
  3. Survey Of The Hispanic Market
    Market Trends
    • Hispanic Consumer Expenditures Are Growing Twice as Fast as Non-Hispanic Expenditures
    • Table 3-1: Growth in Annual Expenditures of Consumer Units: Hispanic vs. non-Hispanic, 1995-1999
    • Most Hispanics Still Found in Major Urban Markets
    • Table 3-2: Metropolitan Areas with Largest Hispanic Populations, 2000
    • But Smaller Markets Affected Dramatically by Hispanic Growth
    • Table 3-3: Second-Tier Metropolitan Areas in the South and Midwest with Relatively Large Hispanic Populations, 2000
    • Hispanics Drive Overall Growth in Urban Markets
    • Hispanics Continue to Cluster in Hispanic Neighborhoods
    • Fewer Foreign-Born Hispanics Projected

    Key Market Segments
    • Hispanic Market Is Complex
    • Hispanic Market in California and Southwest Is Largely Mexican
    • Table 3-4: Distribution of Hispanic Subgroups in Major Hispanic Markets, 2000
    • Table 3-5: Metropolitan Areas with Largest Mexican Populations, 2000
    • Hispanic Market More Diverse in Other Regions
    • Table 3-6: Metropolitan Areas with Largest Puerto Rican Populations, 2000
    • Table 3-7: Metropolitan Areas with Largest Cuban Populations, 2000
    • Table 3-8: Metropolitan Areas with Largest "Other Hispanic" Populations, 2000
    • Affluent Hispanics Represent Major Market
    • Table 3-9: Aggregate Income of Hispanics 15 Years and Over with Incomes of $30,000 or More, 1999
    • Nearly 1.5 Million Hispanic Families Have Incomes above National Average
    • Table 3-10: Aggregate Income of Hispanic Families with Incomes of $62,500 or More, 1999
    • Table 3-11: Aggregate Income of Hispanic Households with Incomes of $55,00 or More, 1999
    • Young Adults More Important in Hispanic Market than in General Market
    • Table 3-12: Aggregate Income of People 15 Years and Over: by Age Group, Hispanic vs. Non-Hispanic White, 1999
    • Hispanic Kids and Teens Become Major Force in Key Markets
    • Table 3-13: Metropolitan Areas with Largest Populations of Hispanics Under Age 18, 2000

    Size of the Market
    • Buying Power Used to Measure Hispanic Market
    • Hispanic Buying Power Reaches $446 Billion in 2001
    • Hispanic Consumer Units Represent Major Market
    • Food Expenditures Estimated at $55.3 Billion
    • Table 3-14: Estimated Annual Expenditures for Food and Beverages by Hispanic Consumer Units, 2000
    • Furniture Expenditures Top $3.2 Billion
    • Table 3-15: Estimated Annual Expenditures for Household Furnishings and Equipment by Hispanic Consumer Units, 2000
    • Hispanic Consumers Represent $1.6 Billion Market for Laundry and Cleaning Supplies
    • Table 3-16: Estimated Annual Expenditures for Selected Categories of Household Operations and Housekeeping Supplies by Hispanic Consumer Units, 2000
    • Hispanics Have Major Share of Children's Apparel Market
    • Table 3-17: Estimated Annual Expenditures for Apparel and Footwear by Hispanic Consumer Units, 2000
    • Hispanics Are $13.3 Billion Market for New Cars and Trucks
    • Table 3-18: Estimated Annual Expenditures for Transportation by Hispanic Consumer Units, 2000
    • $2.7 Billion Spent on Drugs and Medical Supplies
    • Table 3-19: Estimated Annual Expenditures for Health Care by Hispanic Consumer Units, 2000
    • Spending on Personal-Care Products Exceeds $4 Billion
    • Table 3-20: Estimated Annual Expenditures for Selected Personal Products and Services by Hispanic Consumer Units, 2000
    • Hispanic Consumers Offer Significant Opportunities for Electronics Manufacturers
    • Table 3-21: Estimated Annual Expenditures for Selected Personal Products and Consumer Units, 2000

    Growth of the Market
    • Current Population Growth Projections May Be Conservative
    • Affluent Hispanic Market Will Reach $300 Billion in 2006
    • Table 3-22: Projected Growth in Buying Power of Affluent Hispanics, 2001-2006
    • Buying Power of Hispanics Will Exceed $634 Billion in 2006
    • Table 3-23: Projected Growth in Buying Power of Hispanics, 2001-2006
  4. Consumer Behavior
    Shopping Behavior and Buying Style
    • Hispanics Seek to Stay in Style
    • Table 4-1: Importance of Keeping in Style: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Young-Adult Hispanic Consumers Set the Pace
    • Hispanics Less Likely to Be Impulse Buyers
    • Table 4-2: Spur-of-the-Moment Buying: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Brand Loyalty Lower
    • Table 4-3: Brand Loyalty: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Choice of Stores Affected by Degree of Acculturation
    • Hispanic Females Offer Opportunities to Catalog Marketers
    • Table 4-4: Catalog Buying Behavior: Hispanics vs. Non-Hispanic Whites, Fall 2000

    Consumer Expenditure Patterns
    • Hispanic Consumers Display Distinct Characteristics
    • Table 4-5: Characteristics of Consumer Units: Hispanic vs. Non-Hispanic, 1999
    • Hispanic Consumer Spending Exceeds After-Tax Income
    • Figure 4-1: After-Tax Income and Average Annual Expenditures: Hispanic vs.Non-Hispanic Consumer Units, 1999
    • Hispanic Consumer-Expenditure Patterns Differ
    • Table 4-6: Annual Expenditures of Consumer Units: Hispanic vs. Non- Hispanic: by Percent of Total Expenditures Allocated to Selected Expenditure Categories, 1999
    • Hispanics Outspend Others for Food and Beverages
    • Table 4-7: Annual Expenditures for Food and Beverages: Hispanic vs. Other Consumer Units, 1999
    • Food-Buying Patterns Influenced by Range of Factors
    • Acculturation Affects Food Choices
    • Hispanic Food Consumption Patterns Vary by Region
    • Food Expenditures Vary by National Origin
    • Hispanics Buy More Laundry and Cleaning Supplies
    • Table 4-8: Annual Expenditures for Household Supplies, Furnishings, and Equipment: Hispanic vs. Other Consumer Units, 1999
    • Expenditures on Telephone Services Are Above-Average
    • Table 4-9: Annual Expenditures on Telephone Services: Hispanic vs. Other Consumer Units, 1999
    • Hispanics Spend 21% More on Apparel
    • Table 4-10: Annual Expenditures for Apparel: Hispanic vs. Other Consumer Units, 1999
    • Hispanics Represent Major Market for Cars and Trucks
    • Table 4-11: Annual Expenditures for Transportation: Hispanic vs. Other Consumer Units, 1999
    • Health-Care Expenditures Lag
    • Table 4-12: Annual Expenditures for Health Care: Hispanic vs. Other Consumer Units, 1999
    • Hispanics' Expenditures for Personal-Care Products Equal Others'
    • Table 4-13: Annual Expenditures for Personal-Care and Other Personal Products and Services: Hispanic vs. Other Consumer Units, 1999
    • Entertainment Expenditures Are Lower than Average
    • Table 4-14: Annual Expenditures for Entertainment: Hispanic vs. Other Consumer Units, 1999
    • Hispanics Are Early Adapters of Electronics Equipment
    • Table 4-15: Attitudes toward Purchase of Electronics Equipment: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Young Hispanics Buy Most Latin Music
    • Travel by Latinos Shows Increase

    Hispanics and the Internet
    • New Research Highlights Patterns of Internet Access and Usage by Hispanics
    • Table 4-16: Hispanic Access to the Internet: Selected Research Studies, 2000 and 2001
    • At-Home Computer and Internet Access Grows Rapidly
    • Table 4-17: Percentage of U.S. Households with a Computer:
    • Table 4-18: Percentage of U.S. Households with Internet Access:
    • Income More Important than Ethnicity in Internet Access and Use
    • U.S. Government Counts More than 7 Million Hispanics on Internet
    • Table 4-19: Internet Use by Individuals Age 3 and Over: Hispanic vs. Non-Hispanic, December 1998 vs. August 2000
    • More than 2 Million Hispanic Kids and Teens are Online
    • Table 4-20: Internet Use by 3- to 8-Year-Olds: Hispanic vs. Non-Hispanic, December 1998 vs. August 2000
    • Table 4-21: Internet Use by 9- to 17-Year-Olds: Hispanic vs. Non-Hispanic, December 1998 vs. August 2000
    • Number of Online Hispanic Young Adults Shows 30% Increase
    • Table 4-22: Internet Use by 18- to 24-Year-Olds: Hispanic vs. Non-Hispanic, December 1998 vs. August 2000
    • Employment Patterns Affect Internet Usage of Adult Hispanics
    • Table 4-23: Internet Use by 25- to 49-Year-Olds: by Labor Force Participation, Hispanic vs. Non-Hispanic, December 1998 vs. August 2000
    • Table 4-24: Internet Use by Individuals Age 50+: by Labor Force Participation, Hispanic vs. Non-Hispanic, December 1998 vs. August 2000
  5. Hispanic Media
    Print
    • Hispanics Have Low Trust in Newspapers
    • Table 5-1: Attitudes toward Newspapers: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • But Place High Value on Magazines
    • Table 5-2: Attitudes toward Magazines: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Hispanic Print Media Continue Explosive Growth
    • Circulation Growth of Leading Dailies Outpaces Hispanic Population Increase in Key Markets
    • But Weeklies Predominate
    • Newsday Bets on Hoy
    • English-Language Newspaper Publishers in Smaller Markets May Need to Respond to Influx of Hispanics
    • Top Hispanic Magazines Cited
    • Reader's Digest Targets U.S. Hispanic Market
    • People en Español Has Top Circulation
    • Latina's Success Fuels Its Expansion
    • American Media Moves into Hispanic Publications

    Television
    • Research Suggests Hispanics Are Less Interested in Television than Non-Hispanic Whites
    • Table 5-3: Attitudes toward Television Programming: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • But Pay More Attention to TV Commercials
    • Table 5-4: Attitudes toward Television Advertising: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Hispanics Watch English-Language Programs Too
    • Table 5-5: Language of TV Programs Usually Watched: by Hispanic Subgroup, 2000
    • Univision Continues to Dominate Spanish-Language Television
    • Telemundo Gains Ground
    • Hispanic Television Network Focuses on Mexicans in U.S. Hispanic Market
    • Spanish-Language TV Seeks to Attract Bicultural Hispanics
    • Cable Networks Aim Programming at Hispanic Market
    • Broadcast Networks Begin to Recognize Hispanic Market
    • Azteca America Begins Broadcasting in Los Angeles

    Radio
    • Radio Top Entertainment Source for Hispanics
    • Table 5-6: Attitudes toward Radio: Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Hispanics Listen More to Nighttime Radio
    • Table 5-7: Radio Listening: Cumulative Audience by Day and Time, Hispanics vs. Non-Hispanic Whites, Fall 2000
    • Number of Spanish Radio Stations Is Growing
    • Leading Broadcast Groups Listed
    • Competition between Major Radio Broadcasters Heats Up

    New Media
    • Latin American Web Portals Shift Focus to U.S. Hispanic Market
    • StarMedia Strengthens U.S. Presence
    • YupiMSN Targets U.S. Hispanic Market
    • Terra.com Enhances Services for U.S. Hispanics
    • Web Sites Attract Young Hispanics
  6. Overview Of Marketing, Promotional, And Advertising Strategies
    Marketing Fundamentals
    • Traditional Themes Still Drive Hispanic Marketing Strategies
    • Cultural Factors Remain Key Consideration
    • New Levels of Marketing Sophistication Needed
    • Effective Hispanic Marketing Strategies Do Not Stand Alone
    • Marketing to Latino Youth Especially Complex

    Marketing and Promotional Approaches
    • Direct Mail Seen as Highly Effective but Underdeveloped Hispanic Marketing Tool
    • Potential Pitfalls Highlighted
    • Fingerhut Focuses on Hispanic Market
    • Other Direct Marketing Tools Also Get Results
    • Event Marketing Used by Many Companies
    • Proprietary Events Seen as Providing Bigger Payoff

    Advertising Strategies
    • Hispanic Market Now Seen by Advertising Industry as Vital
    • Translation Not Enough
    • Synergy between General-Market and Hispanic Campaigns Is Vital
    • Spanish-Language Ads Seen Most Effective
    • But Language Issues Still Debated
    • Study Shows Traditional Roles Predominate in Spanish-Language TV Commercials
    • Outdoor Advertising Succeeds with Hispanics

    Advertising Expenditures
    • Hispanic Ad Expenditures Nearly Doubled in Five Years
    • TV Captures Majority of Hispanic Advertising Dollars
    • Table 6-1: Hispanic Advertising Expenditures by Media, 2000
    • Figure 6-1: Hispanic Market Advertising Expenditures, 1995-2000
    • Los Angeles Accounts for More than One-Third of Ad Spending in Top 10 Hispanic Markets
    • Table 6-2: The Leading Hispanic DMAs, 2000
    • Hispanic Advertising Expenditures by Fifty Leading Advertisers Exceed $658 Million
    • Table 6-3: The Top 50 Advertisers in the Hispanic Market, 1997-2000
    • Most Major Advertisers Continue to Increase Hispanic Ad Spending
    • Table 6-4: Expenditures by Selected Advertisers in the Hispanic Market, 1997 vs. 2000
    • Hispanic Ad Market Expected to Maintain Growth in Midst of Economic Slowdown
    • But Hispanic Market Still Seen as Undervalued

    Examples of Advertising Campaigns
    • Jack in the Box Tailors Campaigns to Reach Broad Base of Hispanic Consumers
    • MasterCard International Adapts Global Campaign for U.S. Hispanic Market
    • Fathers Gain Higher Profile in Advertisements
    • Nissan Altima Campaign Aims to Show New Sophistication
    • Ads Seek to Recognize Diversity among Hispanics
  7. Case Studies Of Companies Marketing To Hispanics
    Alcoholic Beverages
    • Miller Brewing Sharpens Its Focus on Hispanic Marketing
    • Heineken Expands Integrated Hispanic Marketing Campaign
    • Spirits Companies Look to Hispanic Consumers

    Automotive
    • Nissan Plays Catch-Up in Hispanic Market
    • Ford Seeks to Gain Larger Share of Hispanic Market

    Consumer Products
    • Procter & Gamble Intensifies Efforts to Reach Hispanics
    • Liz Claiborne Introduces Latino Fragrance to Mainstream

    Financial Services
    • Metris Focuses on Hispanic Market
    • MasterCard Targets Hispanic Consumer
    • U.S. Bank Launches Hispanic Marketing Program
    • Salomon Smith Barney Hosts Investment Program for Hispanic Investors

    Food and Beverages
    • Mott's Clamato Cocktail Focuses Exclusively on Hispanics
    • New M&M Flavor Looks to Hispanics
    • General Mills Develops Latino-Specific Products
    • Sara Lee's Ball Park Brand Seeks to Attract Hispanic Consumers

    Restaurants
    • McDonald's Launches Integrated Hispanic Marketing Campaign
    • Burger King Speaks to Hispanic Consumers

    Retail
    • Sears Continues to Pursue Hispanic Consumers
    • Hispanics Viewed as Key to Kmart Growth

    Telecommunications
    • AT&T Continues to Reach Out to Latinos
    • Sprint PCS Offers Services to Spanish-Speaking Customers
    • Verizon Wireless Introduces Spanish-Language Services

    Appendix I: Examples Of U.S. Hispanic Market Advertising
    Appendix II: Addresses Of Selected U.S. Hispanic Market Resources
    • Advertising/Marketing
    • Market Research Companies
    • Direct Marketers
    • Publications
    • Other Media
    • Organizations
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