• Background
• Overview of Report

Scope and Methodology

• Market Definition
• Methodology

Current Population Trends

• Hispanics Become Largest Minority Group
• Hispanic Population Growth Continues Long-term Trend
• Hispanic Population Will Continue Exceptional Growth
• Hispanic Population Far Younger than Average

Economic Profile

• Hispanics’ Income Outpaces Non-Hispanics’
• More than 3 Million Latino Households Have $50,000+ Income
• Married-Couple Hispanic Families Set Economic Standard
• Number of Latino Homeowners Skyrockets

Social Issues Affecting Latinos Today

• College Enrollment Shows Steady Increase
• Hispanic Health Profile Shows Pattern
• Hispanics Least Likely to Have Health Insurance
• Discrimination Seen as Major Problem

Overview of Hispanic Consumers

• Hispanics Spend More of Their Reported Income
• Hispanic Consumer Units Show Clear Differences
• Hispanics Outspend Non-Hispanics in Several Categories

Language, Identity, Culture, and the Hispanic Consumer

• Most Younger Latinos Are U.S.-Born
• U.S.-Born Hispanics Have More Favorable Economic Profile
• Spanish Language Retains Strong Hold
• English-Language Use Correlates with Income and Occupation
• Young Hispanics Use More English
• Nearly 2.6 Million Hispanic Households “Linguistically Isolated”
• Identity Tied to Language and Generation
• Family Remains Central to Latino Life
• Latinos Believe in the American Dream

Nationality and the Latino Consumer

• Mexicans Account for Two-Thirds of Hispanic Population
• But “New Latinos” Change Hispanic Landscape
• National Groups Exhibit Distinct Characteristics
• All Nationalities Agree on Importance of Family

Hispanic Families and Their Kids

• Large Families Predominate
• Hispanic Kids Have Fuller Home Lives
• Latino Moms More Likely to Stay at Home
• Kids More Likely to Live with Both Parents If Foreign-Born
• U.S.-Born Hispanics Have Smaller Families
• Assimilated Hispanic Moms Less Likely to Stay at Home
• Foreign-Born Latinos Concerned about Future of Family Ties
• Less Acculturated Parents Indulge Their Kids More

The New Latino Generation

• More than One in Three Hispanics Are Aged 15 to 34
• Most Hispanic Youth and Young Adults Are Immigrants
• Age at Immigration Key Factor in Language Usage
• Latino Urban Youth Prefer English and “Spanglish”
• Lifestyles of Hispanic 20-somethings Show Cultural Differences
• Less Acculturated Young Adults Depend More on Television
• Radio Listening Habits Reflect Diverse Tastes

Marketing and Advertising Strategies

• Hispanic Marketers Think Nationally and Act Locally
• New Product Development Growing in Importance
• Community Involvement Key Component
• Younger Latinos Reached through Music, Celebrities,
• and Grassroots Marketing
• Direct Mail More Widely Used
• Online Marketing Seen as Next Frontier in Hispanic Market
• Hispanic Ad Budgets Continue Double-Digit Growth
• In-Language Advertising Still Seen as Most Effective

Hispanics and the Media

• Hispanics Live in Bilingual Media World
• Publishers of Spanish-Language Magazines Look to U.S. Market
• New Spanish-Language Dailies Launched
• Univision/Hispanic Broadcasting Merger Creates First Hispanic Media Giant
• Mainstream Cable Plans More Spanish-Language Brand Extensions
• Cable Operators Seek to Grow Hispanic Market
• Network TV Looks More to Latinos
• Hispanic Radio Shows Continuing Growth

Size and Growth of the Hispanic Market

• Hispanic Spending Grows at Faster Rate
• Studies See Exceptional Growth in Hispanic Market
• Buying Power Used as Measure of Hispanic Market Hispanic Buying Power Will Top $900 Billion in 2008

The New Geography of the Hispanic Market

• Latino Migration Begins to Change Landscape
• Southern States Continue to Show Fastest Growth
• Fastest-Growing Markets Lie outside Traditional Hispanic Areas
• Hispanic Consumers Affect Bottom Lines in More Localities

Trends and Opportunities—Present and Future

• Hispanic Market No Longer an Opportunity but a Necessity
• Increasing Segmentation Likely in Future
• “Hispanic” Won’t Necessarily Mean “Spanish”
• Number of Affluent Hispanics Increases
• Wide Range of Industries See Possibilities in Hispanic Market

Chapter 2: Current Population Trends
Size and Growth of the Hispanic Population

• Hispanics Become Largest Minority Group
• Table 2-1: U.S. Population by Race and Hispanic Origin, July 2002
• Table 2-2: Population Growth, Hispanic vs. Non-Hispanic Population, April 2000 to July 2002
• Hispanic Population Growth Continues Long-term Trend
• Table 2-3: Hispanic and Non-Hispanic Populations, 1980 vs. 2002
• Figure 2-1: Hispanic vs. Non-Hispanic Population Growth, 1980-2002
• Hispanic Population Will Continue Exceptional Growth
• Table 2-4: Projected Growth of Hispanic and U.S. Populations, 2003-2008
• Table 2-5: Hispanics and Non-Hispanics as Percent of U.S. Population,
• 2003-2008

Age and Gender

• Hispanic Population Far Younger than Average
• Table 2-6: Population by Selected Age Group, Hispanics vs. Other Population Groups, July 2002
• Latinos Have Above-Average Share of Young Age Groups
• Table 2-7: Hispanics as Percent of Total Population by Selected Age Group, July 2002
• Younger Average Age Means More Male Hispanics
• Table 2-8: Population by Gender, Hispanics vs. Other Population Groups, Jul-02

Regional Distribution

• Latinos Concentrated in Western Region
• Table 2-9: Hispanic Population by Region, March 2002
• Hispanics Tend to Live in Metropolitan Areas
• Table 2-10: Hispanic Population by Metropolitan vs. Non-Metropolitan Residence, March 2002

Chapter 3: Economic Profile
Income Levels

• Hispanics’ Income Outpaces Non-Hispanics’
• Table 3-1: Aggregate Personal and Household Income, Hispanics vs. Non-Hispanics, 1981 vs. 2001
• Personal Incomes Still Lag
• Table 3-2: Mean Income of People 15 Years and Over, Hispanics vs. Non-Hispanics, 2001
• Table 3-3: Earnings of Full-Time, Year-Round Workers 15 Years and Over, Hispanic vs. Non-Hispanic, 2001
• Table 3-4: Earnings of Full-Time, Year-Round Male Workers 15 Years and Over, Hispanic vs. Non-Hispanic, 2001
• Table 3-5: Earnings of Full-Time, Year-Round Female Workers 15 Years
• and Over, Hispanic vs. Non-Hispanic, 2001
• Gap in Household Incomes Narrower
• Table 3-6: Mean Household and Family Income, Hispanics vs.
• Non-Hispanics, 2001
• More than 3 Million Latino Households Have $50,000+ Income
• Table 3-7: Total Money Income of Households by Type, Hispanic vs. Non-Hispanic, 2001
• Married-Couple Hispanic Families Set Economic Standard
• Table 3-8: Total Money Income of Families by Type, Hispanic vs. Non-Hispanic, 2001
• Majority of Latino Families Are Homeowners
• Table 3-9: Household Tenure by Household Type, Hispanics vs. Non-Hispanics, 2002
• Number of Latino Homeowners Skyrockets
• Table 3-10: Number of Homeowners, Hispanics vs. Non-Hispanics, 1994-2002
• Table 3-11: Growth in Number of New Homeowners, Hispanics vs. Non-Hispanics, 1995-2002

Employment and Occupational Patterns

• Hispanic Men More Likely To Be in Labor Force
• Table 3-12: Labor Force Status, Hispanics vs. Non-Hispanics, 2002
• Table 3-13: Employment Status of the Population 16 Years of Age and Over, by Race and Hispanic Origin, 2002
• More than 2.2 Million Hispanics in Professional and Managerial Jobs
• Table 3-14: Occupations of Hispanics and Non-Hispanics, 2002
• Latino Women More Likely to Be Managers and Professionals
• Table 3-15: Leading Occupations of Hispanic Men and Women, 2002

Chapter 4: Social Issues Affecting Latinos Today
Educational Attainment

• Latinos Still Trail
• Table 4-1: Educational Attainment of the Population 25 Years and Over, Hispanics vs. Non-Hispanics, 2002
• Latino Kids Begin to Change Educational Landscape
• Table 4-2: Growth in School Enrollment of 3- to 24-Year-Olds, Hispanics vs. Non- Hispanics, by Age Group, 1980-2000
• Table 4-3: School Enrollment of Hispanics 3 to 24 Years of Age,
• by Age Group, 1980 vs. 2000
• Study Places Latino Dropout Rate in Perspective
• Hispanic Enrollment in Degree-Granting Institutions Shows
• Steady Increase
• Table 4-4: Enrollment Rates in Degree-Granting Institutions, by Race and Hispanic Origin, Selected Years, 1972-2001
• Table 4-5: Enrollment in Degree-Granting Institutions, by Race and Hispanic Origin, 1980 vs. 2000
• Table 4-6: States with Largest Hispanic Enrollment in Degree-Granting Institutions, Fall 2000
• Table 4-7: Degrees Earned by Hispanics, 1981 vs. 2000
• Latinos Favor Two-Year Institutions

Health Issues

• Hispanic Health Profile Shows Pattern
• Table 4-8: Key Indicators of Health for U.S. Adults, by Race and Hispanic Origin, 2002
• Hispanics Least Likely to Have Health Insurance
• Table 4-9: Access to Health Insurance and Medical Care, by Race and Hispanic Origin, 2002
• Table 4-10: Reported Problems with Getting, Accessing, and Paying for
• Health-Care Services, by Race/Ethnicity
• Foreign-Born Latinos Face Greater Difficulties with Health Care System
• Table 4-11: Latinos Reported Health Insurance Coverage,
• by Foreign/Native-Born, Primary Language, and Income
• Table 4-12: Latinos Reported Health Insurance Coverage,
• by Country
• Language Remains an Obstacle to Health Care for Hispanics

Discrimination

• Discrimination Seen as Major Problem
• Table 4-13: Discrimination as a Problem in Schools, the Workplace,
• and in Preventing Latinos from Succeeding in the United States,
• by Total Latinos and Primary Language
• Foreign-Born Latinos See More Discrimination
• Table 4-14: Discrimination as a Problem in Schools, the Workplace,
• and in Preventing Latinos from Succeeding in the United States,
• by Total Latinos, Foreign/Native- Born Latinos, and Age at Immigration
• to United States among Foreign-Born Latinos
• Views on Discrimination Vary with Country of Origin
• Table 4-15: Discrimination as a Problem in Schools, the Workplace, and in Preventing Latinos from Succeeding in the United States, by Country
• of Origin

Chapter 5: Overview of Hispanic Consumers
Profile of Hispanic Consumer Units

• Consumer Units Defined
• Table 5-1: Comparison of Key Indicators of Hispanic Households,
• Consumer Expenditures Survey vs. Current Population Survey, 2001
• Hispanics Spend More of Their Reported Income
• Table 5-2: Expenditures of Hispanic Consumer Units as Percent of
• Before-Tax Income, 2001
• Hispanic Consumer Units Show Clear Differences
• Table 5-3: Characteristics of Consumer Units, Hispanic Consumer Units vs. Other Consumer Units, 2001

Hispanic Consumer Expenditure Patterns

• Hispanics Outspend Non-Hispanics for Clothing and Footwear
• Table 5-4: Annual Expenditures for Apparel and Services by Percent of
• Total Expenditures, Hispanics vs. Other Consumer Units
• Hispanics Key Consumer Segment for Automakers
• Table 5-5: Annual Expenditures by Hispanic Consumers for Vehicle
• Purchases and Related Expenses as Percent of Total Expenditures, 2001
• Hispanics Biggest Spenders in Food Category
• Table 5-6: Annual Expenditures by Consumer Units for Food and
• Beverages, by Amount and as Percent of Total Consumer
• Expenditures, Hispanics vs. Other Consumer Units, 2001
• Table 5-7: Annual Expenditures by Consumer Units for Selected Categories
• of Food at Home, Hispanics vs. Non-Hispanics, 2001
• Hispanic Consumers Buy Home Electronics Equipment
• Table 5-8: Annual Expenditures by Consumer Units for Entertainment, Hispanics vs. Other Consumer Units 2001
• Latinos Heavy Spenders on Furniture
• Table 5-9: Annual Expenditures by Consumer Units for Housekeeping
• Supplies and Household Furnishings and Equipment, by Amount
• and as Percent of Total Consumer Expenditures, Hispanics vs. Other Consumer Units, 2001
• Latinos Spend Less on Health Care
• Table 5-10: Annual Expenditures for Health Care by Percent of Total Expenditures, Hispanics vs. Other Consumer Units, 2001

Chapter 6: Language, Identity, Culture, and the Hispanic Consumer
Demographic Profile: U.S.- vs. Foreign-Born Hispanics

• Most Older Hispanics Are Immigrants, Most Younger Hispanics Are U.S.-Born
• Table 6-1: U.S.-Born vs. Foreign-Born Hispanics by Age Group, 2002
• Table 6-2: U.S.-Born vs. Foreign-Born Hispanics by Five-Year Age Group, 2002
• Table 6-3: Percent of U.S.-Born vs. Foreign-Born Hispanics by Age Group, 2002
• More than Half of Immigrants Came to U.S. after 1990
• Table 6-4: Foreign-Born Hispanics by Year of Entry, 2002
• Hispanics Less Likely to Become U.S. Citizens
• Table 6-5: Citizenship by Hispanic Origin, by Year of Entry, 2002
• Table 6-6: Foreign-Born Hispanics by Year of Entry, 2002
• Most Hispanic Population Growth Has Come from Immigration
• Table 6-7: Components of Population Growth, Hispanics vs. Other
• Population Groups, April 2000 to July 2002
• Table 6-8: Hispanic and Non-Hispanic Populations, 1995 vs. 2002
• But Second Generation Begins to Have Greater Impact
• Table 6-9: Population Growth of U.S.-Born and Foreign-Born Hispanics, by Age Group, 1995 to 2002
• Hispanic Births in United States Rise Dramatically
• Figure 6-1: Hispanic Births, 1989-2002
• U.S.-Born Hispanics Have More Favorable Economic Profile
• Table 6-10: Total Money Income of Hispanic Households, Foreign-Born vs. U.S.-Born, 2002
• Table 6-11: Occupation, Foreign-Born vs. U.S.-Born Hispanics, 2002
• Table 6-12: Educational Attainment of the Population 25 Years and Over, Foreign-Born vs. U.S.-Born Hispanics, 2002
• Latino Immigrants Experience More Financial Hardships
• Table 6-13: Reported Financial Hardships, by Race/Ethnicity and Among Latinos by Foreign/Native-Born and by Primary Language
• Age at Immigration Drives Income of Foreign-Born Latinos
• Table 6-14: Income among Foreign-Born Latinos, by Age at Immigration
• to the United States
• U.S.-Born Hispanics More Likely To Be Homeowners
• Table 6-15: Household Tenure by Household Type, Foreign-Born vs.
• U.S.-Born Hispanics, 2002
• Table 6-16: Reported Homeownership, by Race/Ethnicity and Among
• Latinos by Foreign/Native-Born and by Primary Language

The Spanish Language and Hispanics in America

• Spanish Language Retains Strong Hold
• Table 6-17: Language Spoken at Home by Hispanics 5 Years of Age and over, 2000
• Place of Birth Key Factor
• Table 6-18: Primary Language among Latinos, by Age at Immigration to the United States
• English-Language Use Correlates with Income and Occupation
• Table 6-19: Primary Language among Latinos, by Age at Immigration to the United States
• Young Hispanics Use More English
• Table 6-20: Bilingual and Native English-speaking Hispanics, by Age Group, 2000
• Nearly 2.6 Million Hispanic Households Remain “Linguistically Isolated”
• Table 6-21: Linguistically Isolated Households by Language Spoken, 2002
• Linguistic Capabilities Vary across Key Hispanic Markets
• Table 6-22: Linguistically Isolated Hispanic Households in Major Hispanic Markets, 2002

Key Aspects of Hispanic Identity

• Latino Identity Multifaceted
• Identity Tied to Language and Generation
• Table 6-23: The Terms Latinos Choose First or Only to Identify Themselves,
• by Generation in the United States
• Table 6-24: The Terms Latinos Choose First or Only to Identify Themselves,
• by Age at Immigration to the United States among Foreign-Born Latinos
• Table 6-25: The Terms Latinos Choose First or Only to Identify Themselves,
• by Primary Language Spoken
• Latinos Maintain Close Links with Country of Origin
• Family Ties in Home Country Remain Strong
• Core Latin American Values Retain Importance
• Family Remains Central to Latino Life
• Latinos Believe in the American Dream
• Political Participation Still Low
• Table 6-26: Voting Participation in Presidential Elections, 1980-2000
• Liberal Political Beliefs Balanced by Conservative Social Values

Cultural Identity and Consumer Behavior

• Latinos Continue to Be Seen as Loyal Consumers
• Brand Loyalty Starts in Latin America
• Latino Brand Loyalty Revisited
• Acculturation Affects Shopping Behavior
• Table 6-27: Buying Style and Shopping Attitudes of Hispanic Consumers
• Impact of Acculturation Is Complex
• Latino Store Selection Analyzed
• Table 6-28: Hispanic Consumers’ Criteria for Store Selection

Latino Consumers and the Internet

• Online Latino Population Grows at Above-Average Rate
• Table 6-29: Growth in Computer Use and Internet Access by Individuals
• Age 3 and Older, Hispanics vs. Non-Hispanics, 1997-2001
• Studies Detail Profile of Online Latinos

Strategic Implications

• Demographics Drive Latino Psychographics
• Hispanic Identity Remains Strong across Generations
• Demographic Changes Bring New Challenges for Marketers

Chapter 7: Nationality and the Latino Consumer
Overview

• Census 2000 Did Not Accurately Reflect National Make-up of Latino
• Population
• Census Bureau Reconsiders 2000 Data
• Revised Census Data Paint Different Picture
• Table 7-1: Hispanics by Subgroup, Original Census 2000 Data vs. Revised Estimates
• Mexicans Now Account for Two-Thirds of Hispanic Population
• Table 7-2: Hispanic Population by Hispanic Origin Type, 2002
• Table 7-3: Hispanic Population Growth by Hispanic Origin Type, 1990 vs. 2002
• But “New Latinos” Change Hispanic Landscape
• Table 7-4: Population Growth of Leading Hispanic National Groups, 1990 vs. 2000
• Immigration Helps Fuel Shifts within Latino Population
• Table 7-5: Immigration from Latin American Countries, by Region and
• Country, 1971-1980, 1981-1990, 1991-2001

Race and Latino Identity

• Latinos Have Different Views of Race
• Table 7-6: Hispanic Population by Race, 2000
• Racial Identity Varies by National Origins

Demographic Highlights of Latino National Groups

• National Groups Show Significant Differences
• Table 7-7: Demographic Highlights of Hispanic Origin Types, 2002
• Profiles of National Groups Reveal Diversity
• Table 7-8: Profiles of Hispanic National Groups

Population Patterns

• Regional Settlement Patterns Differ
• Table 7-9: Hispanic Origin Types by Region of Residence, 2002
• Some Groups More Dispersed than Others
• Table 7-10: Selected Hispanic National Groups by Leading Metropolitan
• Areas of Residence, 2000
• Table 7-11: Immigrants from Selected Latin American Countries and
• Leading Metropolitan Areas of Intended Residence, 2001
• Residential Patterns in Metro Areas Differ
• Table 7-12: Hispanic Origin Types by Location of Residence, Metropolitan
• vs. Non-Metropolitan, 2002

Language, Identity, and Culture

• Central Americans Have Most Foreign-Born
• Table 7-13: Foreign/Native Born among Latinos, by Country of Origin
• Puerto Ricans Use Spanish the Least
• Table 7-14: Dominant Language among Latinos, by Country of Origin
• All Nationalities Agree on Importance of Family
• Table 7-15: The Importance of Family and Gender Roles among Latinos, by Country of Origin
• Mexicans and Central Americans Most Conservative Socially
• Table 7-16: Views on Some Social Issues among Latinos, by Country of Origin

Household and Family Structure

• Marriage and Divorce Patterns Reflect Social Values
• Table 7-17: Marital Status of the Hispanic Population 15 Years and Over,
• by Hispanic Origin Type, 2002
• Table 7-18: Hispanic One-Person Households by National Origin, 2002
• Large Family Households Most Common among Mexicans
• Table 7-19: Household Type by Hispanic Origin Type of Householder, 2002
• Table 7-20: Family Household Size by Hispanic Origin Type, 2002

Economic Profile

• Earnings of Workers Vary by National Group
• Table 7-21: Earnings of Full-Time, Year-Round Workers 15 Years and
• Over by Hispanic Type, 2001
• Table 7-22: Full-Time Hispanic Workers Earning $50,000 or More, by Country of Origin, 2001
• Household Income Levels Show Distinct Patterns
• Table 7-23: Total Money Income of Households by Hispanic Subgroup, 2001
• Married-Couple Hispanic Families Fare Best
• Table 7-24: Total Money Income of Families by Hispanic Subgroup, 2001
• Cubans Show High Educational Attainment
• Table 7-25: Educational Attainment of the Population 25 Years and Over, by Hispanic Subgroup, 2002
• Table 7-26: High-School and College Graduates as a Percent of the
• Population 25 Years and Over, by Hispanic Subgroup, 2002
• Occupational Patterns
• Table 7-27: Occupation of Employed Civilian Males 16 Years and Over, by Hispanic Subgroup, 2002
• Table 7-28: Occupation of Employed Civilian Females 16 Years and Over, by Hispanic Subgroup, 2002

Strategic Implications

• Mexicans Major Force in Latino Market
• But Latino Population Not a Monolith
• Marketers Pay Heed to National Diversity

Chapter 8: Hispanic Families and Their Kids
Overview of Hispanic Family Structure

• Family Households More Common among Latinos
• Table 8-1: Household Type, Hispanics vs. Non-Hispanics, 2002
• Large Families Predominate
• Table 8-2: Size of Family Households, Hispanics vs. Non-Hispanics, 2002
• Mexicans Account for Most Hispanic Families
• Table 8-3: Hispanic Family Households by National Origin, 2002

Profile of Hispanic Kids

• Hispanic Kids Larger Segment of Hispanic Population
• Table 8-4: Under-18 Population by Selected Age Group, Hispanics vs.
• Other Population Groups, July 2002
• Latino Kids Become Increasingly Dominant Force in U.S. Youth Population
• Table 8-5: Hispanic and Non-Hispanic Populations Under 18 Years of Age, 1990 vs. 2002
• Table 8-6: Population Growth, Hispanics vs. Non-Hispanics under 18 Years of Age, 1990 vs. 2002
• Table 8-7: Hispanics as Percent of Total Population of People under 18 Years of Age, 1990 vs. 2002
• Most Latino Kids Are U.S.-Born
• Table 8-8: U.S-Born vs. Foreign-Born Hispanics under 20 Years of Age, 2002
• English Is Dominant Language among Latino Kids
• Table 8-9: Bilingual and English-Speaking 5- to 17-Year-Old Hispanics, 2000
• Three out of Four Hispanic Kids Are Mexican Table 8-10: Hispanic Kids and Teens by National Origin, 2002

The Family Environment of Hispanic Kids

• Hispanic Kids Have Younger Parents
• Table 8-11: Age of Parents, Hispanic Children vs. Other Children, 2002
• Hispanic Kids Have Many Siblings
• Table 8-12: Presence of Siblings in Families, Hispanics vs. Non-Hispanics, 2002
• Many Latino Kids Share Homes with Grandparents and Other Relatives
• Table 8-13: Children Living with Grandparents and Other Adults, Hispanics vs. Non- Hispanics, 2002
• Few Hispanic Kids Have Parents with College Degrees
• Table 8-14: Education of Parents, Hispanic Children vs. Other Children, 2002
• Latino Moms More Likely to Stay at Home
• Table 8-15: Labor Force Status of Parents, Hispanic Children vs. Other Children, 2002
• Table 8-16: Stay-at-Home Moms in Married-Couple Families with Children under 15, Hispanic Children vs. Other Children, 2002
• Income Disparities Remain for Hispanic Kids
• Table 8-17: Income of Families with Children, Hispanic Children vs. Other Children, 2002
• Table 8-18: Mean Income of Married-Couple Families with Children, Hispanics vs. Non- Hispanics, 2001

The Impact of Acculturation on the Latino Family Environment

• Kids More Likely to Live with Both Parents If Foreign-Born
• Table 8-19: Hispanic Children Living with Both Parents, by Nativity of Children and Parents, 2002
• U.S.-Born Hispanics Have Smaller Families
• Table 8-20: Presence of Siblings in Hispanic Families, U.S.- vs. Foreign-Born Parents, 2002
• U.S.-Born Hispanic Moms Less Likely to Stay at Home
• Table 8-21: Stay-at-Home Moms in Hispanic Married-Couple Families with Children under15, U.S.- vs. Foreign-Born Parents, 2002
• Kids with U.S.-Born Parents Have Higher Family Incomes
• Table 8-22: Income of Hispanic Families with Children, U.S.- vs. Foreign-Born Parents, 2002
• U.S.-Born Parents Have Higher Education Level
• Table 8-23: Educational Attainment of Parents of Hispanic Children, U.S.- vs. Foreign-Born Parents, 2002
• More Kids with U.S.-Born Parents Live in Own Homes
• Table 8-24: Housing Tenure of Hispanic Families with Children, U.S.- vs. Foreign-Born Parents, 2002
• Foreign-Born Latinos Concerned about Future of Family Ties
• Table 8-25: Confidence in a Positive Future for Hispanic Children Growing
• Up in the United States Today, by Foreign/Native-Born Latinos

Consumer Behavior

• Latinos Shop with Their Families
• Table 8-26: Hispanic Attitudes toward Shopping as a Social Experience
• Less Acculturated Parents Indulge Their Kids More
• Table 8-27: Hispanic Attitudes toward Shopping with Their Kids
• Kids Have More Influence on Brand Choices of Less Acculturated Parents
• Less Acculturated Latino Parents Watch More TV with Their Kids
• Table 8-28: Hispanic Attitudes toward Their Kids and the Media
• Family Drives Latino Financial Planning

Hispanic Family Expenditures on Their Kids

• Spending on Latino Kids Significant
• Food Expenditures Approach $20 Billion
• Table 8-29: Aggregate Annual Expenditures by Hispanic Families on Food for Their Children, by Age Group, 2002
• Clothing Expenditures Total $6.7 Billion
• Table 8-30: Aggregate Annual Expenditures by Hispanic Families on
• Clothing for Their Children, by Age Group, 2002
• Spending for Personal Care, Entertainment, and Reading Materials Exceeds $12 Billion
• Table 8-31: Aggregate Annual Expenditures by Hispanic Families on
• Personal-Care Items, Entertainment, and Reading Materials for Their Children, by Age Group, 2002
• Younger Kids Receive Bulk of Spending
• Table 8-32: Aggregate Annual Expenditures by Hispanic Families on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for Their Children, by Age Group, 2002
• Table 8-33: Annual Expenditures by Hispanic Families on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for Their Children, by Percent of Total for Each Age Group, 2002

Strategic Implications

• Acculturation Has Major Impact on Hispanic Family Structure
• Retailers Need to View Shopping as Latino Family Event
• Hispanic Moms Seen as Playing Greater Role in Family Spending
• Decisions

Chapter 9: The New Latino Generation
Overview

• More than One in Three Hispanics Are Aged 15 to 34
• Table 9-1: Population of 15- to 34-Year-Olds by Selected Age Group,
• Hispanics vs. Other Population Groups, 2002
• Table 9-2: Population of 15- to 34-Year-Olds, by Race and Hispanic Origin, July 2002
• Hispanic Youth Register Major Population Gain
• Table 9-3: 14- to 24-Year-Olds, Hispanic vs. Non-Hispanic, 1990 Census vs. July 2002 Estimates
• Table 9-4: Growth of Population of 14- to 24-Year-Olds, by Percent of Total Growth in Selected Age Groups, Hispanics vs. Non-Hispanics, 1990 to 2002
• Educational Profile Mixed
• Table 9-5: Educational Attainment of 18- to 34-Year-Old Hispanics, 2002
• Latino Youth and Young Adults Earn Nearly $200 Billion Annually
• Table 9-6: Earnings of 18- to 24-Year-Old Hispanics by Level of Educational Achievement, 2001
• Table 9-7: Earnings of 25- to 29-Year-Old Hispanics by Level of Educational Achievement, 2001
• Table 9-8: Earnings of 30- to 34-Year-Old Hispanics by Level of Educational Achievement, 2001
• Table 9-9: Earnings of 18- to 34-Year-Old Hispanics by Level of Educational Achievement, 2001
• Young Hispanic Households Are Major Economic Force
• Table 9-10: Economic Profile of Households Headed by 15- to 34-Year-Old Hispanics, 2002

Identity and Culture

• Most Hispanic Youth and Young Adults Are Immigrants
• Table 9-11: U.S.-Born vs. Foreign-Born 15- to 34-Year-Old Hispanics by Age Group, 2002
• Age at Immigration Key Factor in Language Usage
• Table 9-12: Primary Language among Foreign-Born Latinos
• Latino Urban Youth Prefer English and “Spanglish”
• Mexicans Predominate
• Table 9-13: Population of 15- to 34-Year-Olds, by Hispanic Type
• Lifestyles of Hispanic 20-somethings Show Cultural Differences
• Table 9-14: Marital Status of 15- to 34-Year-Olds, Hispanics vs. Non-Hispanic Whites, 2002
• Table 9-15: Household Structure of 20- to 29-Year-Olds, Hispanics vs. Non-Hispanic Whites, 2002
• Table 9-16: Family Arrangements of 20- to 29-Year-Olds, Hispanics vs. Non-Hispanic Whites, 2002
• Young Hispanic Men More Likely to Live in Family Setting
• Table 9-17: Marital Status of 15- to 34-Year-Old Men by Age Group, Hispanics vs. Non- Hispanic Whites, 2002
• Table 9-18: Household Structure of 20- to 29-Year-Old Men, Hispanics vs. Non-Hispanic Whites, 2002
• Table 9-19: Family Arrangements of 20- to 29-Year-Old Men, Hispanics vs. Non-Hispanic Whites, 2002
• Young Latino Women Have Larger Families Earlier in Life
• Table 9-20: Marital Status of 15- to 34-Year-Old Women by Age Group, Hispanics vs. Non- Hispanic Whites, 2002
• Table 9-21: Distribution of 15- to 34-Year-Old Women, by Number of Children Ever Born, Hispanics vs. Non-Hispanic Whites
• Table 9-22: Household Structure of 20- to 29-Year-Old Women, Hispanics vs. Non-Hispanic Whites, 2002
• Table 9-23: Family Arrangements of 20- to 29-Year-Old Women, Hispanics vs. Non- Hispanic Whites, 2002

Media Usage

• Less Acculturated Young Adults Depend More on Television
• Table 9-24: Attitudes toward Television
• Studies Show Heavy Use of English-Language Media by Latino Youth
• Media Usage Patterns of Latino Youth Differ
• Radio Listening Habits Reflect Diverse Tastes
• New Television Outlets Court New Generation
• Established Networks Try to Keep Pace

Strategic Implications

• Young Hispanics Key to Present and Future of Hispanic Market
• Young Latinos Reflect Family Orientation of Hispanic Culture
• “Fusion” Market Seen as Important Marketing Target

Chapter 10: Marketing and Advertising Strategies
Overview

• Hispanic Marketers Think Nationally and Act Locally
• New Product Development Growing in Importance
• Community Involvement Key Component