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Where Hispanics Live and Where They're From: How Regional Differences and National Heritage Influence Latino Consumer Attitudes and Behavior

DateOct, 2006
Pages312
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Abstract:
 Where Hispanics Live and Where They’re From: How Regional Differences and National Heritage Influence Latino Consumer Attitudes and Behavior, a new report from Packaged Facts, draws upon the Simmons National Hispanic Consumer Survey to provide an in-depth analysis of Hispanic consumers across regions and leading metropolitan markets. The report begins with an analysis of important demographic trends affecting the Hispanic market in key regions and metropolitan markets. Another chapter assesses regional differences and similarities in the use of the Spanish language and the degree of acculturation among Hispanic consumers. The next section of the report focuses on regional characteristics of Hispanic consumer behavior. One chapter highlights how the attitudes and behavior of Latinos in key areas—such as shopping, brand loyalty, fashion and personal appearance, and food—are affected by where they live as well as by their national heritage. Another chapter offers an in-depth view of the impact of Spanish-language advertising across regional and metro markets. A separate chapter in this section compares regional Spanish- vs. English-language media usage patterns, including newspapers, magazines, television, and radio. The next section of the report contains in-depth profiles of consumers in key regional markets and leading Hispanic metropolitan markets. The final section of the report assesses the magnitude of Hispanic buying power in 24 major metropolitan areas and nine regions and sub-regions and highlights trends and identifies marketing opportunities arising from regional differences and similarities in the consumer behavior of Latinos.

Report Methodology
The information in Where Hispanics Live and Where They’re From: How Regional Differences and National Heritage Influence Latino Consumer Attitudes and Behavior is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in Hispanic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 30 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Marketers continue to apply significant resources to capitalize on the explosive growth in the buying power of Hispanic consumers. However, the Hispanic market is not monolithic now, and marketers will encounter an increasingly dynamic and complex market in the future. This Packaged Facts report provides innovative insights into how factors such as immigration flows, birth rates, acculturation trends, and national heritage shape the attitudes and behavior of Latino consumers in important regional and metropolitan markets. It demonstrates how Hispanic consumers in cities such as Dallas and Chicago differ from Latinos living in New York and Los Angeles—and how in other ways they share many of the same universal cultural values and consumer behavior patterns.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in effectively reaching the lucrative Hispanic consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about Hispanic consumers - from the perspective of regionality and nationality - not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. Hispanic adult population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for Hispanic consumers, tied to regional and cultural differences.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Hispanic consumer in different parts of the country.
  • Advertising agencies to develop targeted messages and images, based on country of origin and U.S. area, that compel Hispanics to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.




Table of contents:
 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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