• Hispanic Population Tops 41 Million
• Nearly Half of U.S. Population Growth Comes from Latinos
• Hispanics Will Drive U.S. Population Growth
• Hispanics Major Force in Younger Age Groups
• Nearly Half of Latino Population Found in California and Texas
• Many States with Fastest Growing Latino Populations Are in the South
• Majority of Hispanics Now U.S.-Born
• Foreign-Born Hispanics Cluster in Older Age Groups
• Mexicans Dominate Latino Population

• Aggregate Income of Latinos Continues to Grow at Rapid Rate
• Individual Incomes Remain Low
• Household and Family Incomes More Robust
• Nearly 1 Million Latino Households Have Income of $100,000 or More
• U.S.-Born Hispanic Households Have Higher Incomes
• Homeownership among Latinos Grows at Exceptional Rate
• Continuing Influx of Immigrants Means Lower Educational Attainment Level
• Hispanic Men More Likely to Be in Labor Force
• Educational Level Affects Occupational Possibilities for Latinos

• Divorce Still Less Common among Latinos
• Family Households Prevail in Latino Community
• Solo Households Less Numerous
• Large Households Common
• Stay-at-Home Moms Key Part of Hispanic Families
• Hispanic Teen Girls Most Positive about Their Families
• Latino Boys Feel More Alienated from Parents
• Hispanic Teens Say They Have Less Freedom
• But Hispanic Parents Find It More Difficult to Say No to Their Kids

• Latino Parents Feel Secure Financially
• Bank Accounts Less Common
• Use of Financial Services Relatively Limited
• Hispanic Dads Like to Shop
• Latino Parents Prefer Shopping with Family
• Hispanic Teens More Likely to Shop with Parents than Friends
• Hispanic Parents Indulge Kids More
• But Hispanic Kids Feel They Have Less Consumer Autonomy
• Hispanic Teens Shop More Often but Buy Less

• Food Expenditures Have High Priority
• Snacking Less Common in Hispanic Families
• Healthy Foods Important Part of Latino Family Culture
• Kitchen at the Heart of Latino Family Life
• Hispanic Moms Prefer Tried-and-True Foods
• Children’s Apparel Expenditures Exceptionally High
• Use of Make-up by Hispanic Teen Girls Indicates Differences in
• Family Cultures
• Latino Fathers Highly Interested in Home Décor
• Furniture and Major Appliances Get More Attention from Hispanics

• Hispanic Consumers Major Buyers of Home Electronics Equipment
• Price Not an Issue for Latino Parents When Buying Electronics Equipment
• Television at the Center of Home Entertainment Choices of Latino Families
• Video Games Less Interesting to Hispanic Teens
• Cell Phone Use on Rise within Latino Families
• Home PC Ownership Less Likely
• Going to the Movies Less Popular among Latino Families
• Eating Out by Hispanic Families Undergoes Shift
• Fast Food Restaurants Equally Popular among Hispanic Teen Boys

• Hispanic TV Challenges Mainstream Networks
• More Programming Choices for Latinos
• Hispanic Radio Registers Rapid Growth
• Hispanic Radio Attracts More Attention from General-Market Media Giants
• New Bilingual Radio Format Takes Hold among Latino Youth
• Growth in Hispanic Print Media Continues
• Number of Spanish-Language Magazines Grows
• Latinos Start to Embrace Online Media

• Diversity in Hispanic Market Continues to Challenge Marketers
• Marketing to Latino Youth Involves Mix of Approaches
• Hispanic Ad Spending Still Lags
• Hispanic Agencies Face Challenges

• Hispanics Responsible for Major Part of Growth in Consumer Spending
• Latino Consumers Drive Growth in Key Industries and Product Areas
• Latino Buying Power Will Exceed $1 Trillion in 2010

• Influence of Immigrants on the Wane
• English Will Continue to Become More Dominant in Hispanic Market
• Retro-Acculturation May Change Pace of Assimilation
• Smaller Families Become More Common
• Fewer Two-Parent Hispanic Families
• Most Latinos Live in Non-Hispanic Neighborhoods
• Changes in Latino Dietary Habits Indicate Assimilation Is Underway

• More Financial Advice and Education May Create New Opportunities with Latinos
• Pent-Up Demand Creates Opportunities for Home Builders
• Home Entertainment High-Growth Sector in Hispanic Market
• Many Untapped Opportunities Remain in Hispanic Market

Section 1 Demographic Overview
Chapter 2 Profile of the Hispanic Population

• Current Size and Projected Growth
• Hispanic Population Tops 41 Million
• Table 2-1: U.S. Population by Race and Hispanic Origin, 2004
• Nearly Half of U.S. Population Growth Comes from Latinos
• Table 2-2: Population Growth, Hispanic vs. Non-Hispanic Population,
• April 2000-2004
• Hispanics Will Drive U.S. Population Growth
• Table 2-3: Projected Population Growth, Hispanic vs. Other Population Segments, 2005-2010

• Youth a Major Aspect of Latino Population
• Table 2-4: Population by Selected Age Group, Hispanics vs. Other
• Population Groups, 2004
• Hispanics Major Force in Younger Age Groups
• Table 2-5: Hispanics as Percent of Total Population by Selected Age Group, July 2004
• Young Average Age Means More Males in Population
• Table 2-6: Population by Gender, Hispanics vs. Other Population Groups

• Nearly Half of Latino Population Found in California and Texas
• Table 2-7: States with Largest Hispanic Populations, 2004
• Many States with Fastest Growing Latino Populations Are in the South
• Table 2-8: States with Fastest-Growing Hispanic Populations, 2000-2004

• Most Latinos Identify as White
• Table 2-9: Hispanic Population by Race, 2004
• Majority of Hispanics Now U.S.-Born
• Table 2-10: U.S.-Born vs. Foreign-Born Hispanics by Age Group, 2004
• Foreign-Born Hispanics Cluster in Older Age Groups
• Table 2-11: U.S.-Born vs. Foreign-Born Hispanics by Five-Year Age Group, 2004
• Table 2-12: Percent of U.S.-Born vs. Foreign-Born Hispanics by Age Group, 2004
• Most Hispanic Immigrants Arrived after 1990
• Figure 2-1: Annual Number of Latin American Immigrants, 1970-2004
• Table 2-13: Foreign-Born Hispanics by Year of Entry, 2004
• Mexicans Dominate Latino Population
• Table 2-14: Hispanics by Subgroup, 2003

Chapter 3 The Role of Latinos in the American Economy

• Economic Profile
  • Aggregate Income of Latinos Continues to Grow at Rapid Rate
  • Table 3-1: Aggregate Personal and Household Income, Hispanics vs.
  • Non-Hispanics, 1984 vs. 2004 Individual Incomes Remain Low
  • Table 3-2: Mean Income of People 15 Years and Over, Hispanics vs. Non-Hispanics, 2004
  • Table 3-3: Distribution of Mean Income of People 15 Years and Over, Hispanics vs. Non-Hispanics, 2004
  • Table 3-4: Distribution of Mean Income of Males 15 Years and Over, Hispanic vs. Non-Hispanic, 2004
  • Table 3-5: Distribution of Mean Income of Females 15 Years and Over, Hispanics vs. Non-Hispanics, 2004 Household and Family Incomes More Robust
  • Table 3-6: Income per Household Member, Hispanics vs. Non-Hispanics, 1992 vs. 2004
  • Table 3-7: Households and Families with 3 or More Earners, Hispanics vs. Non-Hispanics, 2004 Table 3-8: Mean Household and Family Income, Hispanics vs.
  • Non-Hispanics, 2004
  • Table 3-9: Mean Income of Families by Type, Hispanics vs. Non-Hispanics, 2004 Nearly 1 Million Latino Households Have Income of $100,000 or More
  • Table 3-10: Distribution of Total Money Income of Households, Hispanics vs. Non-Hispanics, 2004
  • Table 3-11: Percent of Families with Income of $50,000 or More, Hispanics vs. Non-Hispanics, 2004
  • Table 3-12: Percent of Married-Couple Families with Income of $50,000 or More, Hispanics vs. Non-Hispanics, 2004 More than 250,000 Latino Families Have Income Exceeding $150,000
  • Table 3-13: Mean Income of Most Affluent Hispanic Families, 2004 U.S.-Born Hispanic Households Have Higher Incomes
  • Table 3-14: Median Income of Foreign-Born Hispanic Households by Household Type, 2003
  • Table 3-15: Percent of Hispanic Families with Income of $50,000 or Over, Foreign-Born vs. U.S.-Born, 2003
  • Figure 3-1: Hispanic Households with Mean Income of $50,000 and Over, Foreign-Born vs. U.S.-Born Householders, 2003.
  
  Homeownership Trends
  • Nearly Half of Hispanic Households Are Owner-Occupied
  • Table 3-16: Household Tenure by Household Type, Hispanics vs.
  • Non-Hispanics, 2005
  • Homeownership among Latinos Grows at Exceptional Rate
  • Table 3-17: Number of Owner-Occupied Households, Hispanic vs. Non-Hispanic, 1995-2005
  • Table 3-18: Number of Owner-Occupied Households, Hispanics vs. Non-Hispanics, 1995-2005
  • Homeownership More Common among U.S.-Born Latinos
  • Table 3-19: Household Tenure by Household Type, Foreign-Born vs. U.S.-Born, 2004
  • But Homeownership Grows Faster among Foreign-Born Latinos
  • Table 3-20: Number of Hispanic Owner-Occupied Households, Foreign-Born vs. U.S. Born, 2004
  • Table 3-21: Number of Hispanic Owner-Occupied Households, Foreign-Born vs. U.S. Born, 1995-2004
  
  Educational Attainment and Employment
  • Continuing Influx of Immigrants Means Lower Educational Attainment Level
  • Table 3-22: Educational Attainment of the Population with Earnings 18
  • Years and Over, Hispanics vs. Non-Hispanics, 2005
  • Table 3-23: Educational Attainment of the Population 25 Years and Over, Foreigns-Born vs U.S.-Born Hispanics, 2004.
  • Hispanic Men More Likely to Be in Labor Force
  • Table 3-24: Labor Force Status of People 16 Years Old and Over,
  • Hispanics vs. Non- Hispanics, 2004
  • Table 3-25: Employment Status of the Population 16 Years of Age and Over, by Race and Hispanic Origin, 2004
  • Educational Level Affects Occupational Possibilities for Latinos
  • Table 3-26: Occupations of Hispanic and Non-Hispanic Men, 2005
  • Table 3-27: Occupations of Hispanic and Non-Hispanic Women, 2005
  • Table 3-28: Leading Occupations of Hispanic Men and Women, 2005

Section 2 Focus on the Latino Family
Chapter 4 The Latino Family Environment

• Family Structure
  • Divorce Still Less Common among Latinos
  • Table 4-1: Marital Status of People 15 Years Old and Over, Hispanics vs. Non-Hispanics, 2004
  • Table 4-2: Marital Status of Hispanics 15 Years Old and Over, Foreign-Born vs. U.S.-Born, 2004
  • Family Households Prevail in Latino Community
  • Table 4-3: Household Type, Hispanics vs. Non-Hispanics, 2005
  • Table 4-4: Hispanic Household Type, Foreign-Born vs. U.S.-Born, 2004
  • Solo Households Less Numerous
  • Table 4-5: Non-family Householders Living Alone, Hispanics vs. Non-Hispanics, 2005
  • Large Households Common
  • Table 4-6: Size of Households, Hispanics vs. Non-Hispanics, 2005
  • Most Latino Kids Have Foreign-Born Parent
  • Table 4-7: Hispanic Children Living with Both Parents, by Nativity of Children and Parents, 2004
  • Hispanic Parents Are Relatively Young
  • Table 4-8: Age of Parents, Hispanic Children vs. Other Children, 2004 More Hispanic Kids Have Two or More Siblings
  • Table 4-9: Presence of Siblings in Families, Hispanics vs. Non-Hispanics, 2004
  • Stay-at-Home Moms Key Part of Hispanic Families
  • Figure 4-1: Percent of Parents Saying “A Woman’s Place Is in the Home,” Hispanics vs. Non-Hispanics
  • Table 4-10: Stay-at-Home Moms in Married-Couple Families with Children under 15, Hispanic Children vs. Other Children, 2004
  • Use of Time by Latinas Reflects Home Environment and Culture
  • Table 4-11: Average Hours Spent per day in Primary Activities, Hispanic vs. All U.S Women.
  
  
• Family Values
  • Latino Teens Less Concerned about Privacy at Home
  • Table 4-12: 6- to 17-Year-Olds’ Attitudes toward Privacy by Age Group, Gender and Hispanic Origin
  • Hispanic Teen Girls Most Positive about Their Families
  • Table 4-13: 12- to 17-Year-Olds’ Views of Their Family by Gender and Hispanic Origin
  • Economic Pressures Affect Latino Family Life
  • Table 4-14: Attitudes toward Work and Family, Hispanic vs. Non-Hispanic Parents
  • Hispanic Teens Less Interested in Having Own Family
  • Figure 4-2: Percent of 12- to 17-Year-Olds Who Say They Would Like to
  • Have Their Own Family, by Gender and Hispanic Origin
  • Latino Boys Feel More Alienated from Parents
  • Table 4-15: 12- to 17-Year-Olds’ Views of Their Parents by Gender and Hispanic Origin
  • Hispanic Teens Say They Have Less Freedom
  • Table 4-16: 12- to 17-Year-Olds’ Views of Parental Control by Gender and Hispanic Origin
  • But Hispanic Parents Find It More Difficult to Say No to Their Kids
  • Table 4-17: Attitudes toward Their Children, Hispanic vs. Non-Hispanic Parents
  • Religious Values Set Tone in Many Hispanic Families
  • Table 4-18: Social and Religious Values, Hispanic vs. Non-Hispanic Parents

Chapter 5 The Latino Family as a Consumer Unit

• Hispanic Family Finances
  • Earnings of Latino Parents Remain Relatively Low
  • Table 5-1: Mean Income of Married-Couple Families with Children, Hispanics vs. Non-Hispanics, 2004
  • Table 5-2: Mean Earnings of Husbands and Wives with Earnings in Married-Couple Families, Hispanics vs. Non-Hispanics, 2004
  • Latino Parents Feel Secure Financially
  • Table 5-3: Indicators of Financial Confidence, Hispanic vs. Non-Hispanic Parents
  • But Say They Are No Good at Saving Money
  • Table 5-4: Financial Management Attitudes and Practices, Hispanic vs. Non-Hispanic Parents
  • Hispanic Kids and Teens Reflect Parents’ Approach to Personal Finance
  • Table 5-5: Attitudes toward Money of 6- to 11-Year-Olds by Gender and Hispanic Origin
  • Table 5-6: Attitudes toward Money of 12- to 17-Year-Olds by Gender and Hispanic Origin
  • Bank Accounts Less Common
  • Table 5-7: Ownership of Bank Accounts, Hispanic vs. Non-Hispanic Parents
  • Table 5-8: 12- to 17-Year-Olds with Bank Accounts, Hispanics vs.
  • Non Hispanics
  • Use of Financial Services Relatively Limited
  • Table 5-9 Use of Financial Services, Hispanic vs. Non-Hispanic Parents
  • Latino Parents Less Likely to Have Insurance
  • Figure 5-1 Annual Expenditures on Health and Life Insurance, Hispanics vs. Non-Hispanics
  • Table 5-10: Life Insurance and Health Insurance Coverage, Hispanic vs. Non-Hispanic Parents
  • Hispanic Kids as Likely to Get Money from Parents “as Needed”
  • Table 5-11: Income Sources of 6- to 11-Year-Olds, Hispanics vs. Non Hispanics
  • Table 5-12: Amount of Weekly Allowances/Chores Earnings of 6- to 11-Year-Olds, Hispanics vs. Non-Hispanics Latino Teens Less Likely to Have Jobs
  • Table 5-13: Income Sources of 12- to 17-Year-Olds, Hispanics vs. Non Hispanics
  • Table 5-14: Amount of Weekly Allowances/Chores Earnings of 12- to
  • 17-Year-Olds, Hispanics vs. Non Hispanics
  • Older Hispanic Teens Have Higher Incomes
  • Table 5-15: Mean Income of 15- to 17-Year-Olds, Hispanics vs.
  • Non-Hispanics, 2004
  
  
• Shopping Behavior of Latino Families
  • Hispanic Dads Like to Shop
  • Figure 5-2: Percent of Parents Who Go Shopping Frequently, Hispanics vs. Non-Hispanics
  • Figure 5-3: Percent of Parents Who Really Enjoy Any Kind of Shopping, Hispanics vs. Non-Hispanics
  • Figure 5-4: Percent of Parents Who Really Enjoy Clothes Shopping,
  • Hispanics vs. Non Hispanics
  • Latino Parents Prefer Shopping with Family
  • Table 5-16: Attitudes toward Shopping with Family and Friends, Hispanic vs. Non-Hispanic Parents
  • Hispanic Teens More Likely to Shop with Parents than Friends
  • Table 5-17: Mall Shopping Companions of 12- to 17-Year-Olds by Gender and Hispanic Origin
  • Hispanic Parents Indulge Kids More
  • Table 5-18: Attitudes toward Indulging Their Kids, Hispanic vs.
  • Non-Hispanic Parents
  • But Hispanic Kids Feel They Have Less Consumer Autonomy
  • Table 5-19: 6- to 11-Year-Olds’ Perception of Their Consumer Autonomy by Gender and Hispanic Origin
  • Hispanic Teens Shop More Often
  • Figure 5-5: Frequency of Shopping by 12- to 17-Year-Olds by Gender and Hispanic Origin
  • Latino Kids and Teens Like Shopping More
  • Table 5-20: Percent of 6- to 17-Year-Olds Who Think “Shopping for Clothes
  • Is Boring,” by Gender and Hispanic Origin
  • Hispanic Teens Make Fewer Purchases
  • Figure 5-6: Percent of 12- to 17-Year-Olds Making a Purchase in Last 4
  • Weeks at Discount/Department Stores, Hispanics vs. Non-Hispanics
  • Hispanic Families Less Likely to Shop Online
  • Table 5-21: Impact of Internet on Shopping, Hispanic vs. Non-Hispanic Parents
  • Table 5-22: Impact of Internet on Shopping on 12- to 17-Year-Olds,
  • Hispanics vs. Non-Hispanics
  
  
• Overview of Consumer Expenditure Patterns of Latino Households
  • Consumer Units Defined
  • Hispanic Consumer Units Profiled
  • Table 5-23: Characteristics of Consumer Units, Hispanics vs. Non-Hispanics, 2003
  • Differences in Expenditure Patterns Analyzed
  • Table 5-24: Annual Expenditures by Hispanic Consumer Units as Percent of Total Household Expenditures, 2003

Chapter 6 Highlights of Consumer Behavior within the Latino Family

• Food at Home
  • Food Expenditures Have High Priority
  • Table 6-1: Annual Food and Beverage Expenditures, Hispanic vs. Non-Hispanic Consumer Units, 2003
  • Table 6-2: Annual Expenditures by Consumer Units for Selected
  • Categories of Food at Home, Hispanics vs. Non-Hispanics, 2003
  • Snacking Less Common in Hispanic Families
  • Figure 6-1: Percent Who Often Snack between Meals, Hispanic vs. Non-Hispanic Parents
  • Table 6-3: Eating Habits of 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
  • Hispanic Parents More Likely to Count Calories
  • Table 6-4: Attitudes toward Fattening Foods, Hispanic vs. Non-Hispanic Parents
  • Table 6-5: Attitudes toward Dieting, Hispanic vs. Non-Hispanic Parents
  • Hispanic Boys More Conscious of Dieting
  • Table 6-6: Attitudes of 12- to 17-Year-Olds toward Weight Control by Gender and Hispanic Origin
  • Healthy Foods Important Part of Latino Family Culture
  • Table 6-7: Attitudes toward Healthy Eating, Hispanic vs. Non-Hispanic Parents
  • Table 6-8: 12- to 17-Year-Olds’ Attitudes toward Healthy Eating by Gender and Hispanic Origin
  • Kitchen at the Heart of Latino Family Life
  • Table 6-9: Attitudes toward Cooking, Hispanic vs. Non-Hispanic Mothers
  • Table 6-10: Attitudes toward Prepared Foods, Hispanic vs. Non-Hispanic Parents
  • Hispanic Moms Prefer Tried-and-True Foods
  • Table 6-11: Attitudes toward Trying New Foods, Hispanic vs. Non-Hispanic Mothers
  
  
• Fashion and Personal Care
  • Children’s Apparel Expenditures Exceptionally High
  • Table 6-12: Annual Apparel Expenditures, Hispanic vs. Non-Hispanic Consumer Units, 2003
  • Hispanic Parents More Focused on Buying Clothes
  • Table 6-13: Attitudes toward Shopping and Buying Clothes, Hispanic vs.
  • Non-Hispanic Parents
  • Hispanic Parents View Selves as Fashion Forward
  • Figure 6-2: Percent of Parents Who “Like to Keep Up with Latest Fashions,” Hispanics vs. Non-Hispanics
  • Table 6-14: Attitudes toward Fashion and Style, Hispanic vs. Non-Hispanic Parents
  • Hispanic Males of All Ages Highly Fashion-Conscious
  • Figure 6-3: Percent of 12- to 17-Year-Olds Who “Like to Keep Up with
  • Latest Fashions,” by Gender and Hispanic Origin
  • Use of Make-up by Hispanic Teen Girls Indicates Differences in Family Cultures
  • Table 6-15: Use of Makeup and Hair-Care Products by Mothers and Teen Girls, Hispanics vs. Non-Hispanics
  • Hispanic Teen Boys Use More Hair-Care Products
  • Table 6-16: Use of Personal-Care Products by 12- to 17-Year-Olds by
  • Gender and Hispanic Origin
  
  
• Home Furnishings
  • Latino Fathers Highly Interested in Home Décor
  • Table 6-17: Attitudes toward Home, Hispanic vs. Non-Hispanic Parents
  • Furniture and Major Appliances Get More Attention from Hispanics
  • Table 6-18: Annual Expenditures for Housekeeping Supplies and
  • Household Furnishings and Equipment, Hispanic vs. Non-Hispanic Consumer Units, 2003
  • Figure 6-4: Percent of Parents Buying Major Appliance in Last 12 Months, Hispanics vs. Non-Hispanics

Chapter 7 Use of Leisure Time within the Hispanic Family

• Overview
  
  • Leisure Time More Scarce in Latino Households
  • Figure 7-1 Average Hours Spent per Day on Leisure and Sports Activities, Hispanics vs. All U.S. Adults.
  • Hispanic Households Use Leisure Time Differently
  • Table 7-1: Percent of Time Spent per day in Leisure and Sports Activities, Hispanics vs. All U.S. Adults
  
  
• Home Entertainment
  • Hispanic Consumers Major Buyers of Home Electronics Equipment
  • Table 7-2: Annual Expenditures by Consumer Units for Entertainment, Hispanics vs. Other Consumer Units 2003
  • Latino Parents Want New Consumer Electronics Products
  • Table 7-3: Attitudes toward New Consumer Electronics Products,
  • Hispanic vs. Non-Hispanic Parents
  • Price Not an Issue for Latino Parents When Buying Electronics Equipment
  • Table 7-4: Attitudes toward Price When Buying Consumer Electronics, Hispanic vs. Non-Hispanic Parents
  • Hispanic Dads Want Information Before Buying
  • Table 7-5: Desire for Information When Buying Consumer Electronics,
  • Hispanic vs. Non-Hispanic Parents
  • DVD Players Remain Less Common
  • Table 7-6: Ownership of DVD Players and Televisions, Hispanic vs.
  • Non-Hispanic Families
  • Television at the Center of Home Entertainment Choices of Latino Families
  • Table 7-7: Attitudes toward Television, Hispanic vs. Non-Hispanic Parents
  • Hispanic Parents Prime Audience for TV Advertisers
  • Table 7-8: Attitudes toward Television Advertising, Hispanic vs. Non-Hispanic Parents
  • Latino Teens Love TV
  • Figure 7-2: Percent of 12- to 17-Year-Olds Who “Love Watching Television,” Hispanics vs. Non-Hispanics
  • Table 7-9: Attitudes toward Television of 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
  • Latino Parents Enjoy Watching Kids TV Shows
  • Figure 7-3: Percent of Parents Who Enjoy Watching Kids TV Shows with
  • Their Kids, Hispanics vs. Non-Hispanics
  • Radio More Important to Latino Parents
  • Figure 7-4: Percent of Parents Saying Radio is Main Source of
  • Entertainment, Hispanics vs. Non-Hispanics
  • Hispanic Teens’ Attitudes toward Music Differ
  • Table 7-10: 12- to 17-Year-Olds’ Attitudes toward Music by Gender and Hispanic Origin
  • Radio Listening Tastes Also Diverge
  • Table 7-11: Radio Formats Most Listened to by 12- to 17-Year-Olds,
  • Hispanics vs. Non- Hispanics
  • Video Games Less Interesting to Hispanic Teens
  • Figure 7-5: Percent of 12- to 17-Year-Olds Who “Really Enjoy Playing
  • Video Games” by Gender and Hispanic Origin
  • Table 7-12: Use of Video Games by 12- to 17-Year-Olds by Gender and Hispanic Origin
  
  
• Staying in Touch with Family and Friends
  • Cell Phone Use on Rise within Latino Families
  • Table 7-13: Cell Phone Ownership by Parents, Hispanics vs.
  • Non-Hispanics
  • Table 7-14: Cell Phone Services Used by Parents, Hispanics vs. Non-Hispanics
  • Hispanic Teen Girls as Likely to Own Cell Phones as Non-Hispanic Teens
  • Figure 7-6: Percent of 12- to 17-Year-Olds Who Own Cell Phones by
  • Gender and Hispanic Origin
  • Text Messaging Also Common
  • Figure 7-7: Percent of 12- to 17-Year-Olds Who Text Message on Cell
  • Phones by Gender and Hispanic Origin
  • Custom Telephone Services Less Common in Latino Families
  • Table 7-15: Custom Telephone Services Used by Parents, Hispanics vs. Non-Hispanics
  • International Calls More Routine
  • Table 7-16: Long Distance Calls by Parents, Hispanics vs. Non-Hispanics
  • Prepaid Calling Cards Very Popular
  • Table 7-17: Use of Telephone Credit Cards and Prepaid Calling Cards by Parents, Hispanics vs. Non-Hispanics
  
  
• Using Computers and the Internet
  • Latino Parents Still Less Computer-Oriented
  • Table 7-18: Attitudes toward Computers, Hispanic vs. Non-Hispanic Parents
  • Home PC Ownership Less Likely
  • Table 7-19: Use of Personal Computers and the Internet, Hispanic vs. Non-Hispanic Parents Digital Divide Narrows for Latino Kids and Teens
  • Table 7-20: Use of Computers by 6- to 11-Year-Olds, Hispanics vs. Non-Hispanics
  • Table 7-21: Use of Computers by 12- to 17-Year-Olds by Gender and
  • Hispanic Origin
  • Latino Kids and Teens Online as Much as Non-Hispanic Kids
  • Table 7-22: Use of the Internet by 6- to 11-Year-Olds, Hispanics vs. Non-Hispanics
  • Table 7-23: Use of the Internet by 12- to 17-Year-Olds by Gender and
  • Hispanic Origin
  • Internet Has Less Impact on Lifestyle of Latino Teens
  • Table 7-24: Impact of the Internet on Work Habits of 12- to 17-Year-Olds by Gender and Hispanic Origin
  • Hispanic Teen Boys Turn to the Internet for Entertainment
  • Table 7-25: Impact of the Internet on Entertainment Choices of 12- to 17-Year-Olds by Gender and Hispanic Origin
  • Internet Entertainment Habits Differ
  • Table 7-26: 6- to 11-Year-Olds’ Entertainment Activities on the Internet by Gender and Hispanic Origin
  • Table 7-27: 12- to 17-Year-Olds’ Entertainment Activities on the Internet by Gender and Hispanic Origin
  • Hispanic Teens Visit Same Web Sites and Search Engines
  • Table 7-28: Web Sites/Search Engines Used in Last 30 Days by 12- to 17-Year-Olds, Hispanics vs. Non-Hispanics
  
  
• Going to the Movies
  • Going to the Movies Less Popular among Latino Families
  • Table 7-29: Movie Attendance, Hispanic vs. Non-Hispanic Parents
  • Figure 7-8: Percent of 6- to 17-Year-Olds Who Went to the Movies in the Last 3 Months by Age Group and Hispanic Origin
  • Figure 7-9: Percent of 12- to 17-Year-Olds Who “Love Going to the Movies,” by Gender and Hispanic Origin
  • Table 7-30: When Families Usually See a Movie by Age Group, Hispanics vs. Non-Hispanics
  • Teens’ Movie Choices Most Influenced by TV Commercials
  • Table 7-31: Reasons Why 12- to 17-Year-Olds Saw Last Movie, Hispanics vs. Non-Hispanics
  
  
• Eating Out
  • Eating Out by Hispanic Families Undergoes Shift
  • Figure 7-10: Percent Agreeing that “Fast Food Is All Junk,” Hispanic vs.
  • Non-Hispanic Parents
  • Table 7-32: Use of Restaurants, Hispanic vs. Non-Hispanic Parents
  • Fast Food Restaurants Equally Popular among Hispanic Teen Boys
  • Table 7-33: Use of Restaurants by 12- to 17-Year-Olds by Gender and Hispanic Origin

Section 3 Key Trends in the Hispanic Market
Chapter 8 Media Trends

• Television
  • Hispanic TV Challenges Mainstream Networks
  • Hispanic TV Still Significantly Smaller-Scale than Mainstream Networks
  • Competition Grows among Spanish-Language Networks
  • More Programming Choices for Latinos
  • More Kids Programs Available
  • Acculturated Latino Youth Get Attention
  
  
• Radio
  • Hispanic Radio Registers Rapid Growth
  • Hispanic Radio Attracts More Attention from General-Market Media Giants
  • New Bilingual Radio Format Takes Hold among Latino Youth
  
  
• Print
  • Growth in Hispanic Media Continues
  • Number of Spanish-Language Magazines Grows
  • English-Language Magazines Target Affluent Latinos
  
  
• Online Media
  • Latinos Start to Embrace Online Media
  • Online Latinos Offer Younger Target for Advertisers
  • Hispanic Portals Begin to Draw Interest
  • Content Expands on Hispanic Portals

Chapter 9 Marketing and Advertising Trends

• Evolving Marketing and Advertising Trends
  • Diversity in Hispanic Market Continues to Challenge Marketers
  • Multi-Track Strategies More Common
  • Some Strategies Focus on Different Nationalities
  • Marketing to Latino Youth Involves Mix of Approaches
  • Hispanic Ad Spending Still Lags
  • Hispanic Agencies Face Challenges
  
  
• Case Studies
  • Fisher-Price Targets Latino Parents
  • Best Buy Focuses on the Family “Patriarch”
  • Johnson & Johnson Connects with Hispanic Families
  • Dr. Pepper’s First Hispanic Campaign Has Dual Targets
  • Ikea Looks to Hispanic Market
  • Target and Wal-Mart Expand Efforts to Court Hispanic Shoppers

Chapter 10 Current Size and Projected Growth of the Hispanic Market

• Impact of Latino Consumer Expenditures on the American Economy
  • Total Hispanic Consumer Expenditures Show Rapid Growth
  • Table 10-1: Aggregate Consumer Expenditures, Hispanics vs. Non-Hispanics, 1994 vs. 2003.
  • Figure 10-1: Hispanic Consumer Expenditures as Percent of Aggregate Consumer Expenditures, 1994-2003 Hispanics Responsible for Major Part of Growth in Consumer Spending
  • Table 10-2: Growth in Hispanic Consumer Expenditures as Percent of Total Growth in Aggregate Consumer Expenditures, 1998 vs. 2003
  • Latino Consumers Drive Growth in Key Industries and Product Areas
  • Food Marketers Depend on Latinos for Growth
  • Table 10-3: Growth in Aggregate Annual Food Expenditures by Hispanic Consumer Units, 1998-2003 Latinos Responsible for Major Share of Growth in Furniture Sales
  • Table 10-4: Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Household Furnishings and Equipment, 1998-2003 Latino Consumers Prop Up Apparel Industry
  • Table 10-5: Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Apparel, 1998-2003 Hispanic Expenditures Less Influential in Auto Industry
  • Table 10-6: Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Vehicle Purchases and Related Expenses, 1998-2003 Impact on Other Consumer Expenditure Categories Analyzed
  • Table 10-7: Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Entertainment, 1998-2003
  • Table 10-8: Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Health Care, 1998-2003
  • Table 10-9: Growth in Aggregate Annual Expenditures by Hispanic Consumer Units for Personal-Care Products and Services, Reading Materials, and Education, 19982003-
  
  
• Hispanic Buying Power
  • Buying Power Used as Measure of Hispanic Market
  • Latino Buying Power Will Exceed $1 Trillion in 2010
  • Table 10-10: Projected Growth in Hispanic Buying Power, 2005-2010

Chapter 11 Assimilation and the Future of the Hispanic Market

• Overview
  • Controversy over Assimilation Intensifies
  • Influence of Immigrants on the Wane
  • Figure 11-1: Components of Population Change in Hispanic and Asian Populations, 2000-2004
  • New Latino Householders Now More Likely to Be U.S.-Born
  • Table 11-1: Number of Households, Foreign-Born vs. U.S. Born, 1995-2004
  • Table 11-2: Number of New Hispanic Households, Foreign-Born vs.
  • U.S. Born, 1997-2000 vs. 2001-2004
  
  
• Language Trends
  • Census Data Show Continuing Increase in Number of Latinos Speaking Only English at Home
  • Table 11-3: Language Spoken at Home by Hispanics 5 Years of Age and Over, 1990-2003
  • Figure 11-2: Percent of Hispanics 5 Years Old and Over Speaking Only English at Home, 1990-2003
  • Figure 11-3: Number of Hispanics 5 Years Old and Over Speaking Only English at Home, 1990-2003
  • English Will Continue to Become More Dominant in Hispanic Market
  • Spanish Will Remain Powerful Force in Near Term
  • Table 11-4: English- vs. Spanish-Speaking Hispanics 5 Years Old and Over, 1990-2010
  • Figure 11-4: Number and Percent of English-Dominant Hispanics 5 Years Older and Over, 1990-2010
  • Retro-Acculturation May Change Pace of Assimilation
  
  
• Social Trends
  • Intermarriage Still Uncommon among Hispanics
  • Table 11-5: Married Couples by Hispanic Origin of Spouses, 1980-2003 Hispanic Parents More Likely to Be Married to Hispanics
  • Table 11-6: Married Couples with at Least One Hispanic Partner, by Race and Hispanic Origin of Both Partners and Presence of Own Children, 2003
  • U.S.-Born Hispanics Begin to Change Profile of Latino Households
  • Table 11-7: Hispanic Household and Family Profile, Foreign-Born vs. U.S.-Born, 2004
  • Latinas Begin to Break Out of Traditional Mold
  • Table 11-8: Percent of Hispanic Women Ever Married by Age Group, 1980-2004
  • Table 11-9: Percent of Women Ever Married by Age Group, Hispanic vs. All Women, 2004
  • Table 11-10: Married Hispanic Women by Hispanic Origin of Marriage
  • Partner and Presence of Own Children, 2004
  • Smaller Families Become More Common
  • Figure 11-5: Percent of Hispanic Families with Three or More Children, 1990 vs. 2003
  • Divorce Patterns among Hispanics Begin to Mirror Broader Society
  • Table 11-11: Percent of 20- to 64-Year-Olds Divorced or Separated by Age Group, Hispanics vs. Non-Hispanics, 2004
  • Table 11-12: Marital Status of Hispanics 15 Years Old and Over, Foreign-Born vs. U.S.-Born, 2004
  • Fewer Two-Parent Hispanic Families
  • Table 11-13: Growth in Number of Two-Parent Families, Hispanics vs. Non-Hispanics, 1980-2004
  • Table 11-14: Two-Parent Families with Children under 18, Hispanics vs. Non-Hispanics, 1980-2004
  • Most Latinos Live in Non-Hispanic Neighborhoods
  
  
• Changes in Consumer Behavior
  • Changes in Latino Dietary Habits Indicate Assimilation Is Underway
  • Hispanic Households Now Far More Likely to Eat Out
  • Figure 11-6: Percent of Food Budget Spent on Food Away from Home, Hispanics vs. Non-Hispanics, 1994-2003
  • Table 11-15: Amount Spent on Food away Home, Hispanic vs. Non-Hispanic Consumer Units, 1994-2003
  • Latino Diets Change in Synch with Rest of America
  • Table 11-16: Changes in Expenditures for Food at Home, Hispanic vs. Non-Hispanic Consumer Units, 1994-2003
  • Shifts in Hispanic Spending Patterns Show Progress toward American Dream
  • Table 11-17: Changes in Selected Consumer Expenditure Categories, Hispanic vs. Non-Hispanic Consumer Units, 1994-2003
  • Table 11-18: Percent Growth in Selected Consumer Expenditure Categories, Hispanic vs. Non-Hispanic Consumer Units, 1994-2003

Chapter 12 Strategic Trends and Opportunities

• Strategic Trends
  • Latino Population Growth Will Transform U.S. Youth and Family Markets
  • Table 12-1: Population Growth of Selected Age Groups, 2005-2010,
  • Hispanics vs. Non-Hispanic Whites
  • Stricter Border Controls May Eventually Affect Age Structure of Hispanic Market
  • Extent and Impact of Assimilation Still Unknowable
  
  
• Emerging Opportunities
  • Hispanic Consumers Offer Opportunities in Otherwise Slow Growing Markets
  • Table 12-2: Hispanic Population Growth as Percent of Total Population Growth by State, 2000-2004
  • Undocumented Latinos Become More Marketable
  • More Financial Advice and Education May Create New Opportunities with Latinos

Chapter 12 Strategic Trends and Opportunities

• Table 12-3: Attitudes toward Financial Services, Hispanic vs. Non-Hispanic Parents
• Pent-Up Demand among Latinos Creates Opportunities for Home Builders
• Home Entertainment High-Growth Sector in Hispanic Market
• Many Untapped Opportunities Remain in Hispanic Market

Appendix: Addresses of Selected U.S. Hispanic Market Resources