Where Hispanics Live and Where They're From: How Regional Differences and National Heritage Influence Latino Consumer Attitudes and Behavior
Oct 1, 2006
312 Pages - Pub ID: LA1190038
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Chapter 1 Executive Summary
  • Introduction
    • Background
    • Overview of Report
    • Scope and Methodology of Report

  • Demographic Overview
    • Hispanic Population Continues Strong Growth
    • Regions Show Uneven Growth Patterns
    • Southeastern States Experience Influx of Latinos
    • Mexicans Maintain Substantial Majority
    • National Profile of Latinos Differs across Regions
    • Some Hispanic Metro Markets Have More National Diversity than Others
    • Demographic Characteristics Vary across Regions
    • Miami Most Affluent Market

  • Language and Acculturation across Hispanic Regional and Metro Markets
    • Immigration Slows
    • Texas Metro Markets Most Influenced by Second- and Third+-Generations
    • Southeast Has Highest Proportion of Immigrants
    • Language Preferences Show Complex Pattern
    • Analysis of Actual vs. Preferred Use of Spanish Yields Surprising Results
    • Cultural Identity of Latinos Varies Widely across Regions and Nationalities
    • Most Latinos Depend on Other Latinos for Social Life

  • Highlights of Hispanic Consumer Behavior: East, West, North, and South
    • Latinos in Chicago and New York Top Shoppers
    • Latinos in Northeast Most Driven by Price
    • Latinos in Miami and San Francisco Shop More on Internet
    • Hispanics in Chicago Most Likely to Tie Personal Appearance to Latino
    • Heritage
    • Latinas in New York Lead in Spending on Cosmetics
    • Attitudes toward American and Hispanic Foods Show Regional Variations
    • Hispanic Women Display Regional Differences in the Kitchen

  • Receptivity to Advertising in Metro and Regional Hispanic Markets
    • Wide Variations in Impact of Spanish-Language Ads
    • In-Language Ads Have Greatest Impact in Chicago and Miami
    • Hispanics in Southeast Depend Most on Spanish-Language Ads and Labeling
    • In-Language Ads More Important in Gaining Loyalty and Respect of Latino Consumers Regardless of Geographic Market
    • Generic Attitudes toward Advertising Vary by National Heritage and Market
    • Latinos in Houston and Dallas Least Likely to Avoid TV Commercials
    • Latinos in Northeast Most Influenced by Product Placement on TV

    Language Preferences and Media Usage across Regional and Metro Markets
    • Spanish-Language Print Media and Radio More Popular than TV with Spanish-Only Media Users
    • Latinos in Southwest Most Likely to Prefer English-Language Print Media
    • Latinos in New York, Miami, and Chicago Turn to Spanish-Language Newspapers
    • New York Hispanics Also Highly Likely to Read English-Language Papers
    • Hispanics in Chicago Most Likely to Read Spanish-Language Magazines
    • Hispanics in New York and San Antonio Most Likely to Read English-
    • Language Magazines
    • Major Market Differences in TV Language Preferences
    • Substantial Majority of Latinos in Most Major Markets Watch Some Spanish-Language TV
    • Chicago Latinos Most Likely to Turn On Spanish-Language TV
    • Southwest Has Highest Percentage of Latinos Watching English-Language Cable TV
    • Clear Regional Differences in Spanish Radio Listening
    • Media Choices of Miami Latinos Most Affected by Internet

  • Profiles of Major Hispanic Metro Markets
    • Los Angeles
    • New York
    • Miami
    • Chicago
    • San Francisco
    • Houston
    • Dallas
    • San Antonio

  • Profiles of Regional Hispanic Markets
    • Northeast Marketing Region
    • West Central Marketing Region
    • Southeast Marketing Region
    • Southwest Marketing Region
    • Pacific Marketing Region

  • Regional Trends in Hispanic Buying Power
    • Pacific Region Tops in Total Buying Power
    • Metro Markets in Southern California Dominate Hispanic Market
    • Miami the Most Affluent Metro Market
    • Southwest and Pacific Regions Will Continue to Dominate

  • Trends and Opportunities
    • Rapid Expansion in Overall Hispanic Market Masks Pockets of Uneven Growth
    • U.S. Hispanic Market Complex and Dynamic
    • Core Values of Latino Consumers Can Transcend Regional Differences and National Heritage
    • Advertisers Still Reach Wide Range of Latino Consumers through Spanish-Language Media
    • Many Metro Markets Offer Unique Opportunities

Section 1 Demographic Overview
Chapter 2 Demographic Overview of Regional and Metro Markets

  • Regional Population Trends
    • Hispanic Population Continues Strong Growth
    • Table 2-1: Hispanic vs. Non-Hispanic Population Growth, 2000-2005 Regions Show Uneven Growth Patterns
    • Table 2-2: Hispanic Population Growth by Marketing Region, 2000-2005
    • Table 2-3: Hispanic Population Growth by Marketing Region as Percent of Total Growth, 2000-2005 Southeastern States Experience Influx of Latinos
    • Table 2-4: Inter-regional Migration Patterns by Hispanics 16 Years Old and Over, 2000-2003
    • Table 2-5: Growth of Hispanic Population by State, 2000-2005

  • National Heritage: A Key Factor in Regional Consumer Behavior
    • Mexicans Maintain Substantial Majority
    • Table 2-6: Hispanics by National Heritage, 2005
    • National Profile of Latinos Differs across Regions
    • Table 2-7: Hispanic Population by Region and National Subgroup
    • Table 2-8: Regional Distribution of Hispanic National Subgroups
    • Some Hispanic Metro Markets Have More National Diversity than Others
    • Table 2-9: Leading Hispanic Metro Markets by Top 3 Hispanic Subgroups, 2005
    • Table 2-10: National Subgroups as Percent of Total Hispanic Adult
    • Population in Leading Metro Markets

  • Demographic Profile of Regional and Key Metro Markets
    • Introduction
    • Age Structure of Hispanic Consumer Base Varies by Region
    • Table 2-11: Age Structure of Hispanic Adults by National Heritage
    • Table 2-12: Age Structure of Hispanic Adults in Leading Metro Markets
    • Table 2-13 : Age Structure of Hispanic Adults by Marketing Region
    • Married Latinos Least Common in New York Metro Area
    • Table 2-14: Marital Status of Hispanic Adults in Leading Metro Markets
    • Table 2-15: Marital Status of Hispanic Adults by Marketing Region
    • Table 2-16: Marital Status of Hispanic Adults by National Heritage
    • Regional Household Profiles Show Substantial Differences
    • Table 2-17: Characteristics of Hispanic Households in Leading Metro Markets
    • Table 2-18: Characteristics of Hispanic Households by Marketing Region
    • Table 2-19: Characteristics of Hispanic Households by National Heritage Miami Most Affluent Market
    • Table 2-20: Distribution of Income of Hispanic Households in Leading Metro Markets
    • Table 2-21: Distribution of Income of Hispanic Households by National Heritage
    • Table 2-22: Distribution of Income of Hispanic Households by Marketing Region More Latino Professionals Found in Miami and San Francisco, San Antonio Tops in Homeowners
    • Table 2-23: Economic Profile of Hispanic Adults in Leading Metro Markets
    • Table 2-24: Economic Profile of Hispanic Adults by Marketing Region
    • Table 2-25: Economic Profile of Hispanic Adults by National Heritage Texas Most Socially Conservative Hispanic Market
    • Table 2-26: Selected Social and Political Values of Hispanics in Leading Metro Markets
    • Table 2-27: Selected Social and Political Values of Hispanics by Marketing Region
    • Table 2-28: Selected Social and Political Values of Hispanics by National Heritage San Francisco Latinos More Secular
    • Table 2-29: Hispanic Attitudes toward Religion in Leading Metro Markets
    • Table 2-30: Hispanic Attitudes toward Religion by Marketing Region
    • Table 2-31: Hispanic Attitudes toward Religion by National Heritage Southwestern Latinos Most Attuned to Family
    • Table 2-32: Hispanic Attitudes toward Family by Marketing Region
    • Table 2-33: Hispanic Attitudes toward Family in Leading Metro Markets
    • Table 2-34: Hispanic Attitudes toward Family by National Heritage

Chapter 3 Language and Acculturation across Hispanic Regional and Metro Markets

  • Immigrants and Second-Generation Latinos
    • Immigration Slows
    • Figure 3-1: Components of Change in Hispanic Population, 2000-2005 Second Generation Begins to Take Hold
    • Table 3-1: Hispanic Adults by Generation and National Heritage Texas Metro Markets Most Influenced by Second Generation
    • Table 3-2: Hispanic Adults in Leading Metro Markets by Generation Southeast Has Highest Proportion of Immigrant Hispanic Consumers
    • Table 3-3: Hispanic Adults by Generation by Marketing Region

  • Language Use in Key Regional and Metro Markets
    • Language Preferences Show Complex Pattern
    • Table 3-4 Language Hispanic Adults Prefer to Speak by National Heritage
    • Table 3-5 Language Preferred to Speak by Hispanic Adults in Leading Metro Markets
    • Table 3-6: Language Hispanic Adults Prefer to Speak by Marketing Region Analysis of Actual vs. Preferred Use of Spanish Yields Surprising Results
    • Table 3-7: Actual vs. Preferred Use of Spanish by Spanish-Dominant Hispanic Adults by National Heritage
    • Table 3-8: Actual vs. Preferred Use of Spanish by Spanish-Dominant Hispanic Adults in Leading Metro Markets
    • Table 3-9: Actual vs. Preferred Use of Spanish by Spanish-Dominant Hispanic Adults by Marketing Region

  • Attachment to National Heritage and Involvement in U.S. Culture
    • Many Latinos Identify More with U.S. than Original Culture
    • Table 3-10: Level of Identification of Hispanic Adults with Original and U.S. Cultures by National Heritage Cultural Identity of Latinos Varies Widely across Regional and Metro Markets
    • Table 3-11: Level of Identification of Hispanic Adults with Original and U.S. Cultures in Leading Metro Markets
    • Table 3-12: Level of Identification of Hispanic Adults with Original and U.S. Cultures by Marketing Region
    • Most Latinos Enjoy Living American Lifestyle Table 3-13: Hispanic Attitudes toward Hispanic Heritage and U.S. Culture by National Heritage
    • Table 3-14: Hispanic Attitudes toward Hispanic Heritage and U.S. Culture in Leading Metro Markets
    • Table 3-15: Hispanic Attitudes toward Hispanic Heritage and U.S. Culture by Marketing Region Most Latinos Depend on Other Latinos for Social Life
    • Table 3-16: Hispanic Attitudes toward Social Interactions with Hispanics and non-Hispanics by National Heritage
    • Table 3-17: Hispanic Attitudes toward Social Interactions with Hispanics and non-Hispanics in Leading Metro Markets
    • Table 3-18: Hispanic Attitudes toward Social Interactions with Hispanics and non-Hispanics by Marketing Region

Section 2 Hispanic Consumer Behavior across Regions and National Heritage
Chapter 4 Highlights of Hispanic Consumer Behavior: East, West, North, and South Shopping Behavior

  • Latinos in Chicago and New York Top Shoppers
  • Table 4-1: Hispanic Attitudes toward Shopping in Leading Metro Markets
  • Table 4-2: Hispanic Attitudes toward Shopping by Marketing Region
  • Table 4-3: Hispanic Attitudes toward Shopping by National Heritage Brand Awareness Highest in New York
  • Table 4-4: Brand Loyalty and Awareness of Hispanics in Leading Metro Markets
  • Table 4-5: Brand Loyalty and Awareness of Hispanics by Marketing Region
  • Table 4-6: Brand Loyalty and Awareness of Hispanics by National Heritage Attitudes toward Spending and Saving Vary by Region
  • Table 4-7: Hispanic Attitudes toward Spending and Saving in Leading Metro Markets
  • Table 4-8: Hispanic Attitudes toward Spending and Saving by Marketing Region
  • Table 4-9: Hispanic Attitudes toward Spending and Saving by National Heritage
  • Latinos in Northeast Most Driven by Price
  • Table 4-10: Impact of Price on Shopping Behavior of Hispanics by Marketing Region
  • Table 4-11: Impact of Price on Shopping Behavior of Hispanics in Leading Metro Markets
  • Table 4-12: Impact of Price on Shopping Behavior of Hispanics by National Heritage Latinos in Miami and San Francisco Shop More on Internet
  • Table 4-13: Online Shopping by Hispanics in Leading Metro Markets
  • Table 4-14: Online Shopping by Hispanics by Marketing Region
  • Table 4-15: Online Shopping by Hispanics by National Heritage Latinos in Miami Look for New Electronics Products
  • Table 4-16: Hispanic Attitudes toward Buying Electronic Equipment in Leading Metro Markets
  • Table 4-17: Hispanic Attitudes toward Buying Electronic Equipment by Marketing Region
  • Table 4-18: Hispanic Attitudes toward Buying Electronic Equipment by National Heritage

  • Fashion
    • Hispanics in Chicago Most Likely to Tie Personal Appearance to Latino Heritage
    • Table 4-19: Percent of Hispanic Men Agreeing that Their Personal
    • Appearance Reflects Their Hispanic Heritage by Metro Market,
    • Marketing Region, and National Heritage
    • Table 4-20: Percent of Hispanic Women Agreeing that Their Personal Appearance Reflects Their Hispanic Heritage by Metro Market,
    • Marketing Region, and National Heritage
    • Table 4-21: Percent of Hispanic Men and Women Agreeing that Their
    • Personal Appearance Reflects Their Hispanic Heritage by Metro Market and National Heritage
    • Hispanics in New York Most Fashion-Conscious
    • Table 4-22: Attitudes toward Fashion of Hispanic Men in Leading Metro Markets
    • Table 4-23: Attitudes toward Fashion of Hispanic Men by Marketing Region
    • Table 4-24: Attitudes toward Fashion of Hispanic Men by National Heritage
    • Table 4-25: Attitudes toward Fashion of Hispanic Women in Leading Metro Markets
    • Table 4-26: Attitudes toward Fashion of Hispanic Women by Marketing Region
    • Table 4-27: Attitudes toward Fashion of Hispanic Women by National Heritage
    • Many Regional Differences in Hispanic Men’s Spending on Toiletries
    • Table 4-28: Spending by Hispanic Men on Toiletries and Cosmetics by
    • Metro Market, Marketing Region, and National Heritage
    • Latinas in New York Lead in Spending on Cosmetics
    • Table 4-29: Spending by Hispanic Women on Toiletries and Cosmetics by Metro Market, Marketing Region, and National Heritage

  • Food at Home
    • Attitudes toward American and Hispanic Foods Show Regional Variations
    • Table 4-30: Hispanic Attitudes toward Hispanic and American Foods in Leading Metro Markets
    • Table 4-31: Hispanic Attitudes toward Hispanic and American Foods by Marketing Region
    • Table 4-32: Hispanic Attitudes toward Hispanic and American Foods by National Heritage Interest in Healthy Eating Drives Food Choices of San Francisco Latinos the Most
    • Table 4-33: Attitudes of Hispanics toward Healthy Eating in Leading Metro Markets
    • Table 4-34: Attitudes of Hispanics toward Healthy Eating by Marketing Region
    • Table 4-35: Attitudes of Hispanics toward Healthy Eating by National Heritage
    • Hispanic Women Display Regional Differences in the Kitchen
    • Table 4-36: Attitudes of Hispanic Women toward Preparing Food at Home in Leading Metro Markets
    • Table 4-37: Attitudes of Hispanic Women toward Preparing Food at Home by Marketing Region
    • Table 4-38: Attitudes of Hispanic Women toward Preparing Food at Home by National Heritage
    • Most Hispanic Women Cautious about Trying New Food Products
    • Table 4-39: Attitudes of Hispanic Women toward Trying New Food Products in Leading Metro Markets
    • Table 4-40: Attitudes of Hispanic Women toward Trying New Food Products by Marketing Region
    • Table 4-41: Attitudes of Hispanic Women toward Trying New Food Products by National Heritage
    • Interest in Convenience Foods Varies
    • Table 4-42: Attitudes of Hispanic Women toward Convenience Foods in Leading Metro Markets
    • Table 4-43: Attitudes of Hispanic Women toward Convenience Foods by Marketing Region
    • Table 4-44: Attitudes of Hispanic Women toward Convenience Foods by National Heritage

    Chapter 5 Receptivity to Advertising in Metro and Regional Hispanic Markets Impact of Spanish-Language Advertising

    • Only a Minority of Latino Consumers Say Buying Decisions Affected by Spanish-Language Ads
    • Table 5-1: Hispanic Attitudes toward Spanish-Language Advertising by National Heritage
    • In-Language Ads Have Greatest Impact in Chicago and Miami
    • Table 5-2: Hispanic Attitudes toward Spanish-Language Advertising in Leading Metro Markets
    • Hispanics in Southeast Depend Most on Spanish-Language Ads and Labeling
    • Table 5-3: Hispanic Attitudes toward Spanish-Language Advertising by Marketing Region
    • In-Language Ads More Important in Gaining Loyalty and Respect of Latino Consumers Regardless of Geographic Market
    • Table 5-4: Impact of Spanish-Language Advertising by National Heritage: Corporate Image-Building vs. Buying Decisions
    • Table 5-5: Impact of Spanish-Language Advertising in Leading Metro
    • Markets: Corporate Image-Building vs. Buying Decisions
    • Table 5-6: Impact of Spanish-Language Advertising by Marketing Region: Corporate Image-Building vs. Buying Decisions

  • Attitudes toward Advertising
    • Generic Attitudes toward Advertising Vary by National Heritage and Market
    • Table 5-7: Hispanic Attitudes toward Advertising in Leading Metro Markets
    • Table 5-8: Hispanic Attitudes toward Advertising by Marketing Region
    • Table 5-9: Hispanic Attitudes toward Advertising by National Heritage
    • Latinos in Houston and Dallas Least Likely to Avoid TV Commercials
    • Table 5-10: Hispanic Attitudes toward Television Advertising in Leading Metro Markets
    • Table 5-11: Hispanic Attitudes toward Television Advertising by Marketing Region
    • Table 5-12: Hispanic Attitudes toward Television Advertising by National Heritage
    • Latinos in Northeast Most Influenced by Product Placement on TV
    • Table 5-13: Hispanic Attitudes toward Product Placement on Television by Marketing Region
    • Table 5-14: Hispanic Attitudes toward Product Placement on Television by National Heritage
    • Table 5-15: Hispanic Attitudes toward Product Placement on Television in Leading Metro Markets
    • New York Offers Best Prospects for Outdoor Advertising
    • Table 5-16: Hispanic Attitudes toward Outdoor Advertising in Leading Metro Markets
    • Table 5-17: Hispanic Attitudes toward Outdoor Advertising by Marketing Region
    • Table 5-18: Hispanic Attitudes toward Outdoor Advertising by National Heritage

    Chapter 6 Language Preferences and Media Usage across Regional and Metro Markets

    • Overview of Language Preferences and Media Usage
    • Latinos Give Equal Attention to American and Latin News
      • Table 6-1: Hispanic Attitudes toward Keeping Up with Latin Music, News, and Sports in Leading Metro Markets
      • Table 6-2: Hispanic Attitudes toward Keeping Up with Latin Music, News, and Sports by Marketing Region
      • Table 6-3: Hispanic Attitudes toward Keeping Up with Latin Music, News, and Sports by National Heritage
      • Spanish-Language Print Media and Radio More Popular than TV with Spanish-Only Media Users
      • Table 6-4: Spanish-Only Media Preferences by Media Type by National Heritage
      • Table 6-5: Spanish-Only Media Preferences by Media Type in Leading
      • Metro Markets
      • Table 6-6: Spanish-Only Media Preferences by Media Type by Marketing Region

    • Print Media
      • Many Latinos Prefer English-Language Print Media
      • Figure 6-1: Language Preferred by Hispanic Adults When Reading
      • Latinos in Southwest Most Likely to Prefer English-Language Print Media
      • Table 6-7: Language Hispanic Adults Prefer When Reading by Marketing Region
      • Table 6-8: Language Hispanic Adults Prefer When Reading in Leading Metro Markets
      • Table 6-9: Language Hispanic Adults Prefer When Reading by National Heritage
      • New York and San Francisco Latinos Depend the Most on Newspapers
      • Table 6-10: Hispanic Attitudes toward Newspapers as Information Source in Leading Metro Markets
      • Latinos in New York, Miami, and Chicago Turn to Spanish-Language Newspapers
      • Table 6-11: Readership of Spanish-Language Newspapers by Hispanic Adults in Leading Metro Markets
      • Table 6-12: Readership of Spanish-Language Newspapers by Hispanic Adults by Marketing Region
      • Table 6-13: Readership of Spanish-Language Newspapers by Hispanic Adults by National Heritage
      • New York Hispanics Also Highly Likely to Read English-Language Papers
      • Table 6-14: Readership of English-Language Newspapers by Hispanic Adults in Leading Metro Markets
      • Table 6-15: Readership of English-Language Newspapers by Hispanic Adults by Marketing Region
      • Table 6-16: Readership of English-Language Newspapers by Hispanic Adults by National Heritage
      • Hispanics in Texas Markets Less Likely to View Magazines as Main Source of Entertainment
      • Table 6-17: Hispanic Attitudes toward Magazines in Leading Metro Markets
      • Table 6-18: Hispanic Attitudes toward Magazines by Marketing Region
      • Table 6-19: Hispanic Attitudes toward Magazines by National Heritage Hispanics in Chicago Most Likely to Read Spanish-Language Magazines
      • Table 6-20: Readership of Spanish-Language Magazines by Hispanics in Leading Metro Markets
      • Table 6-21: Readership of Spanish-Language Magazines by Hispanics by Marketing Region
      • Table 6-22: Readership of Spanish-Language Magazines by Hispanic Adults by National Subgroup
      • Hispanics in New York and San Antonio Most Likely to Read English- Language Magazines
      • Table 6-23: Readership of English-Language Magazines by Hispanic Adults in Leading Metro Markets
      • Table 6-24: Readership of English-Language Magazines by Hispanic Adults by Marketing Region
      • Table 6-25: Readership of English-Language Magazines by Hispanic Adults by National Heritage

    • Television
      • TV Most Important in New York and Northeast
      • Table 6-26: Hispanic Attitudes toward Television in Leading Metro Markets
      • Table 6-27: Hispanic Attitudes toward Television by Marketing Region
      • Table 6-28: Hispanic Attitudes toward Television by National Heritage Major Market Differences in TV Language Preferences
      • Table 6-29: Language Hispanic Adults Prefer When Watching Television in Leading Metro Markets
      • Table 6-30: Language Hispanic Adults Prefer When Watching Television by Marketing Region
      • Table 6-31: Language Hispanic Adults Prefer When Watching Television by National Heritage Substantial Majority of Latinos in Most Major Markets Watch Some Spanish-Language TV
      • Table 6-32: Percent of Hispanic Adults Watching Any Spanish-Language Television 7pm-11pm Last 7 Days by Metro Market, Region, and National Heritage
      • Chicago Latinos Most Likely to Turn On Spanish-Language TV
      • Table 6-33: Hispanic Audience for Spanish-Language Cable TV in Leading Metro Markets
      • Table 6-34: Hispanic Audience for Spanish-Language Cable TV by Marketing Region
      • Table 6-35: Hispanic Audience for Spanish-Language Cable TV by National Heritage
      • San Antonio Has Highest Percentage of Latinos Watching English-Language Cable TV
      • Table 6-36: Hispanic Audience for English-Language Cable TV in Leading Metro Markets
      • Table 6-37: Hispanic Audience for English-Language Cable TV by Marketing Region
      • Table 6-38: Hispanic Audience for English-Language Cable TV by National Heritage

    • Radio
      • Hispanics in San Francisco Turn to Radio for News and Entertainment
      • Table 6-39: Hispanic Attitudes toward Radio in Leading Metro Markets
      • Table 6-40: Hispanic Attitudes toward Radio by Marketing Region
      • Table 6-41: Hispanic Attitudes toward Radio by National Heritage
      • Hispanics in Most Major Markets Favor Spanish-Language Radio
      • Table 6-42: Language Hispanic Adults Prefer When Listening to the Radio in Leading Metro Markets
      • Table 6-43: Language Hispanic Adults Prefer When Listening to the Radio by Marketing Region
      • Table 6-44: Language Hispanic Adults Prefer When Listening to the Radio by National Heritage
      • Clear Regional Differences in Spanish Radio Listening
      • Table 6-45: Cumulative Audience of Hispanic Adults Listening to Spanish-Language Radio Formats by Metro Market, Region, and National Heritage

    • Online Media
      • Media Use of Miami Latinos Most Affected by Internet
      • Table 6-46: Impact of the Internet on Media Usage by Hispanic Adults in Leading Metro Markets
      • Table 6-47: Impact of the Internet on Media Usage by Hispanic Adults by Marketing Region
      • Table 6-48: Impact of the Internet on Media Usage by Hispanic Adults by National Heritage

    Chapter 7 Profiles of Major Hispanic Metro Markets

    • Los Angeles
      • Demographic Overview
      • Table 7-1: National Heritage of Hispanic Adults in Los Angeles DMA
      • Table 7-2: Demographic Profile of Hispanic Adults in Los Angeles DMA
      • Table 7-3: Economic Profile of Hispanic Adults in Los Angeles DMA Language and Acculturation
      • Table 7-4: Generational Profile of Hispanic Adults in Los Angeles DMA
      • Table 7-5: Language Profile of Hispanic Adults in Los Angeles DMA
      • Table 7-6: Acculturation Profile of Hispanic Adults in Los Angeles DMA Media Usage
      • Table 7-7: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Los Angeles DMA
      • Table 7-8: Spanish- vs. English-Language Media Usage by Hispanic Adults in Los Angeles DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-9: Highlights of Consumer Behavior of Hispanic Adults in Los Angeles DMA
      • Table 7-10: Attitudes toward Food of Hispanic Adults in Los Angeles DMA

    • New York
      • Demographic Overview
      • Table 7-11: National Heritage of Hispanic Adults in New York DMA
      • Table 7-12: Demographic Profile of Hispanic Adults in New York DMA
      • Table 7-13: Economic Profile of Hispanic Adults in New York DMA Language and Acculturation
      • Table 7-14: Generational Profile of Hispanic Adults in New York DMA
      • Table 7-15: Language Profile of Hispanic Adults in New York DMA
      • Table 7-16: Acculturation Profile of Hispanic Adults in New York DMA Media Usage
      • Table 7-17: Spanish- vs. English-Language Media Preferences of Hispanic Adults in New York DMA
      • Table 7-18: Spanish- vs. English-Language Media Usage by Hispanic Adults in New York DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-19: Highlights of Consumer Behavior of Hispanic Adults in New York DMA
      • Table 7-20: Attitudes toward Food of Hispanic Adults in New York DMA

    • Miami
      • Demographic Overview
      • Table 7-21: National Heritage of Hispanic Adults in Miami DMA
      • Table 7-22: Demographic Profile of Hispanic Adults in Miami DMA
      • Table 7-23: Economic Profile of Hispanic Adults in Miami DMA
      • Language and Acculturation
      • Table 7-24: Generational Profile of Hispanic Adults in Miami DMA
      • Table 7-25: Language Profile of Hispanic Adults in Miami DMA
      • Table 7-26: Acculturation Profile of Hispanic Adults in Miami DMA
      • Media Usage
      • Table 7-27: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Miami DMA
      • Table 7-28: Spanish- vs. English-Language Media Usage by Hispanic Adults in Miami DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-29: Highlights of Consumer Behavior of Hispanic Adults in Miami DMA
      • Table 7-30: Attitudes toward Food of Hispanic Adults in Miami DMA

    • Chicago
      • Demographic Overview
      • Table 7-31: National Heritage of Hispanic Adults in Chicago DMA
      • Table 7-32: Demographic Profile of Hispanic Adults in Chicago DMA
      • Table 7-33: Economic Profile of Hispanic Adults in Chicago DMA
      • Language and Acculturation
      • Table 7-34: Generational Profile of Hispanic Adults in Chicago DMA
      • Table 7-35: Language Profile of Hispanic Adults in Chicago DMA
      • Table 7-36: Acculturation Profile of Hispanic Adults in Chicago DMA
      • Media Usage
      • Table 7-37: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Chicago DMA
      • Table 7-38: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in Chicago DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-39; Highlights of Consumer Behavior of Hispanic Adults in Chicago DMA
      • Table 7-40: Attitudes toward Food of Hispanic Adults in Chicago DMA

    • San Francisco
      • Demographic Overview
      • Table 7-41: National Heritage of Hispanic Adults in San Francisco DMA
      • Table 7-42: Demographic Profile of Hispanic Adults in San Francisco DMA
      • Table 7-43: Economic Profile of Hispanic Adults in San Francisco DMA
      • Language and Acculturation
      • Table 7-44: Generational Profile of Hispanic Adults in San Francisco DMA
      • Table 7-45: Language Profile of Hispanic Adults in San Francisco DMA
      • Table 7-46: Acculturation Profile of Hispanic Adults in San Francisco DMA
      • Media Usage
      • Table 7-47: Spanish- vs. English-Language Media Preferences of Hispanic Adults in San Francisco DMA
      • Table 7-48: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in San Francisco DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-49: Highlights of Consumer Behavior of Hispanic Adults in San Francisco DMA
      • Table 7-50: Attitudes toward Food of Hispanic Adults in San Francisco
      • DMA

    • Houston
      • Demographic Overview
      • Table 7-51: National Heritage of Hispanic Adults in Houston DMA
      • Table 7-52: Demographic Profile of Hispanic Adults in Houston DMA
      • Table 7-53: Economic Profile of Hispanic Adults in Houston DMA
      • Language and Acculturation
      • Table 7-54: Generational Profile of Hispanic Adults in Houston DMA
      • Table 7-55: Language Profile of Hispanic Adults in Houston DMA
      • Table 7-56: Acculturation Profile of Hispanic Adults in Houston DMA
      • Media Usage
      • Table 7-57: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Houston DMA
      • Table 7-58: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in Houston DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-59: Highlights of Consumer Behavior of Hispanic Adults in
      • Houston DMA
      • Table 7-60: Attitudes toward Food: Hispanic Adults in Houston DMA

    • Dallas
      • Demographic Overview
      • Table 7-61: National Heritage of Hispanic Adults in Dallas DMA
      • Table 7-62: Demographic Profile of Hispanic Adults in Dallas DMA
      • Table 7-63: Economic Profile of Hispanic Adults in Dallas DMA
      • Language and Acculturation
      • Table 7-64: Generational Profile of Hispanic Adults in Dallas DMA
      • Table 7-65: Language Profile of Hispanic Adults in Dallas DMA
      • Table 7-66: Acculturation Profile of Hispanic Adults in Dallas DMA
      • Media Usage
      • Table 7-67: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Dallas DMA
      • Table 7-68: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in Dallas DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-69: Highlights of Consumer Behavior of Hispanic Adults in Dallas
      • DMA
      • Table 7-70: Attitudes toward Food by Hispanic Adults in Dallas DMA

    • San Antonio
      • Demographic Overview
      • Table 7-71: National Heritage of Hispanic Adults in San Antonio DMA
      • Table 7-72: Demographic Profile of Hispanic Adults in San Antonio DMA
      • Table 7-73: Economic Profile of Hispanic Adults in San Antonio DMA
      • Language and Acculturation
      • Table 7-74: Generational Profile of Hispanic Adults in San Antonio DMA
      • Table 7-75: Language Profile of Hispanic Adults in San Antonio DMA
      • Table 7-76: Acculturation Profile of Hispanic Adults in San Antonio DMA
      • Media Usage
      • Table 7-77: Spanish- vs. English-Language Media Preferences of Hispanic Adults in San Antonio DMA
      • Table 7-78: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in San Antonio DMA
      • Highlights of Consumer Attitudes and Behavior
      • Table 7-79: Highlights of Consumer Behavior of Hispanic Adults in San
      • Antonio DMA
      • Table 7-80: Attitudes toward Food by Hispanic Adults in San Antonio DMA

    Chapter 8 Profiles of Regional Hispanic Markets

    • Northeast Marketing Region
      • Demographic Overview
      • Table 8-1: National Heritage of Hispanic Adults in Northeast Marketing
      • Region
      • Table 8-2: Demographic Profile of Hispanic Adults in Northeast Marketing Region
      • Table 8-3: Economic Profile of Hispanic Adults in Northeast Marketing
      • Region
      • Language and Acculturation
      • Table 8-4: Generational Profile of Hispanic Adults in Northeast Marketing Region
      • Table 8-5: Language Profile of Hispanic Adults in Northeast Marketing
      • Region
      • Table 8-6: Acculturation Profile of Hispanic Adults in Northeast Marketing Region
      • Media Usage
      • Table 8-7: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Northeast Marketing Region
      • Table 8-8: Spanish- vs. English-Language Media Usage by Hispanic Adults
      • in Northeast Region
      • Highlights of Consumer Attitudes and Behavior
      • Table 8-9: Highlights of Consumer Behavior of Hispanic Adults in Northeast Marketing Region
      • Table 8-10: Attitudes toward Food of Hispanic Adults in Northeast Marketing Region

    • West Central Marketing Region
      • Demographic Overview
      • Table 8-11: National Heritage of Hispanic Adults in West Central Marketing Region
      • Table 8-12: Demographic Profile of Hispanic Adults in West Central
      • Marketing Region
      • Table 8-13: Economic Profile of Hispanic Adults in West Central Marketing Region
      • Language and Acculturation
      • Table 8-14: Generational Profile of Hispanic Adults in West Central Marketing Region
      • Table 8-15: Language Profile of Hispanic Adults in West Central Marketing Region
      • Table 8-16: Acculturation Profile of Hispanic Adults in West Central
      • Marketing Region
      • Media Usage
      • Table 8-17: Spanish- vs. English-Language Media Preferences of Hispanic Adults in West Central Marketing Region
      • Table 8-18: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in West Central Region
      • Highlights of Consumer Attitudes and Behavior
      • Table 8-19: Highlights of Consumer Behavior of Hispanic Adults in West Central Marketing Region
      • Table 8-20: Attitudes toward Food of Hispanic Adults in West Central
      • Marketing Region

    • Southeast Marketing Region
      • Demographic Overview
      • Table 8-21: National Heritage of Hispanic Adults in Southeast Marketing Region
      • Table 8-22: Demographic Profile of Hispanic Adults in Southeast Marketing Region
      • Table 8-23: Economic Profile of Hispanic Adults in Southeast Marketing
      • Region
      • Language and Acculturation
      • Table 8-24: Generational Profile of Hispanic Adults in Southeast Marketing Region
      • Table 8-25: Language Profile of Hispanic Adults in Southeast Marketing
      • Region
      • Table 8-26: Acculturation Profile of Hispanic Adults in Southeast Marketing Region
      • Media Usage
      • Table 8-27: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Southeast Marketing Region
      • Table 8-28: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in Southeast Region
      • Highlights of Consumer Attitudes and Behavior
      • Table 8-29: Highlights of Consumer Behavior of Hispanic Adults in
      • Southeast Marketing Region
      • Table 8-30: Attitudes toward Food of Hispanic Adults in Southeast
      • Marketing Region

    • Southwest Marketing Region
      • Demographic Overview
      • Table 8-31: National Heritage of Hispanic Adults in Southwest Marketing Region
      • Table 8-32: Demographic Profile of Hispanic Adults in Southwest
      • Marketing Region
      • Table 8-33: Economic Profile of Hispanic Adults in Southwest Marketing Region
      • Language and Acculturation
      • Table 8-34: Generational Profile of Hispanic Adults in Southwest Marketing Region
      • Table 8-35: Language Profile of Hispanic Adults in Southwest Marketing Region
      • Table 8-36: Acculturation Profile of Hispanic Adults in Southwest Marketing Region
      • Media Usage
      • Table 8-37: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Southwest Marketing Region
      • Table 8-38: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in Southwest Region
      • Highlights of Consumer Attitudes and Behavior
      • Table 8-39: Highlights of Consumer Behavior of Hispanic Adults in
      • Southwest Marketing Region
      • Table 8-40: Attitudes toward Food of Hispanic Adults in Southwest
      • Marketing Region

    • Pacific Marketing Region
      • Demographic Overview
      • Table 8-41: National Heritage of Hispanic Adults in Pacific Marketing
      • Region
      • Table 8-42: Demographic Profile of Hispanic Adults in Pacific Marketing
      • Region
      • Table 8-43: Economic Profile of Hispanic Adults in Pacific Marketing
      • Region
      • Language and Acculturation
      • Table 8-44: Generational Profile of Hispanic Adults in Pacific Marketing
      • Region
      • Table 8-45: Language Profile of Hispanic Adults in Pacific Marketing
      • Region
      • Table 8-46: Acculturation Profile of Hispanic Adults in Pacific Marketing
      • Region
      • Media Usage
      • Table 8-47: Spanish- vs. English-Language Media Preferences of Hispanic Adults in Pacific Marketing Region
      • Table 8-48: Spanish- vs. English-Language Media Usage by Hispanic
      • Adults in Pacific Region
      • Highlights of Consumer Attitudes and Behavior
      • Table 8-49: Highlights of Consumer Behavior of Hispanic Adults in Pacific Marketing Region
      • Table 8-50: Attitudes toward Food of Hispanic Adults in Pacific Marketing Region

    Section 4 Market Trends
    Chapter 9 Regional Trends in Hispanic Buying Power

    • Hispanic Buying Power across Regional Markets
      • Buying Power Used to Measure Size of Hispanic Market
      • Pacific Region Tops in Total Buying Power
      • Table 9-1: Hispanic Buying Power by Marketing Region, 2005
      • Southwest Least Affluent Region in U.S. Hispanic Market
      • Table 9-2: Hispanic Buying Power by Marketing Region, 2005
      • Table 9-3: Buying Power vs. Population by Marketing Region, 2005
      • Buying Power of Latinos in New England and Southeast Experienced
      • Fastest Growth
      • Table 9-4: Hispanic Buying Power by Marketing Region, 1999 vs. 2005
      • Table 9-5: Growth in Hispanic Population vs. Aggregate Income by
      • Marketing Region, 1999 vs. 2005
      • Incomes Grew Most Rapidly among Latinos in Northeast
      • Table 9-6: Hispanic Per Capita Income by Marketing Region,
      • 1999 vs. 2005

    • Hispanic Buying Power in Major Metro Markets
      • Metro Markets in Southern California Dominate Hispanic Market
      • Table 9-7: Top 24 Hispanic Metro Markets Ranked by Aggregate Buying Power, 2005
      • Miami the Most Affluent Metro Market
      • Table 9-8: Top 24 Hispanic Metro Markets Ranked by Per Capita Buying Power, 2005

    • Projected Regional Growth in Hispanic Buying Power
      • Hispanic Buying Power Will Exceed $1.2 Trillion in 2011
      • Figure 9-1: Growth in Hispanic Buying Power, 2006-2011
      • Southwest and California Will Continue to Dominate Market
      • Table 9-9: Growth in Hispanic Buying Power by Marketing Region, 2006-2011

    Chapter 10 Trends and Opportunities

    • Strategic Trends
      • Rapid Expansion in Overall Hispanic Market Masks Pockets of Uneven
      • Growth and Per Capita Buying Power
      • U.S. Hispanic Market Complex and Dynamic
      • Language Use Only One Component of Acculturation
      • Table 10-1: Level of Identification of Spanish-Dominant Hispanic Adults
      • with Original and U.S. Cultures by Major Metro Market
      • Core Values of Latino Consumers Can Transcend Regional Differences
      • and National Heritage
      • Table 10-2: Leading Metro Markets Ranked by Receptivity to Spanish-Language Advertising
      • Table 10-3: Hispanic National Subgroups Ranked by Receptivity to Spanish-Language Advertising
      • Table 10-4: Leading Metro Markets Ranked by Percent of Adult Hispanic Consumers Born in U.S. and Percent Who Enjoy Eating Traditional Hispanic Foods
      • Table 10-5: Hispanic National Subgroups Ranked by Percent of Adult
      • Hispanic Consumers Born in U.S. and Percent Who Enjoy Eating Traditional Hispanic Foods

    • Marketing Opportunities
      • Advertisers Still Reach Wide Range of Latino Consumers through Spanish-Language Media
      • Table 10-6: Hispanic National Subgroups Ranked by Percent in Highest Quintiles of Users of Spanish-Language Media
      • Many Metro Markets Offer Unique Opportunities
      • Table 10-7: Leading Metro Markets Ranked by Percent of Hispanic Adult Consumers in Highest Quintiles of Spanish-Language Media Users
      • Table 10-8: Leading Metro Markets Ranked by Attitudes of Hispanic
      • Women toward Fashion and Personal Care
      • Table 10-9: Leading Metro Markets Ranked by Involvement of Hispanics
      • in Online Shopping

    Appendix I Addresses of Selected U.S. Hispanic Market Resources
    Appendix II Geographic Definitions

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