The document is a report on the Hispanic (Latino) market in the United States from a generational perspective. Some of the key findings are: - As of 2007, Hispanics accounted for half of total U.S. population growth and their population and buying power are projected to continue growing significantly in the coming decades. - There are nearly uniform differences in consumer attitudes and behaviors between Hispanic and non-Hispanic consumers across all age groups, suggesting strong cultural ties continue to differentiate Hispanics regardless of age or acculturation level. - Younger Hispanic generations like Gen X and Gen Y represent the largest segments and offer many opportunities for marketers across various industries due to their growing populations

1.
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The Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition
March 1, 2009
As their buying power nears $1 trillion, the 46 million Hispanics now living in the United
States wield a powerful influence on the American consumer economy. Between 1995
and 2007, expenditures by Hispanic consumer units grew more than twice as fast as
expenditures by non-Hispanic consumers.
The impact of Latinos on American society will get even stronger over the coming
decades. The 133 million Hispanics expected to be living in the U.S. in 2050 will
account for 30% of all Americans. The Latino population alone will be larger than the
entire U.S. population was in 1940.
This completely new Packaged Facts report highlights the attitudes and behavior of
Hispanic adults across age groups and generations from Gen-Y and Gen-X Latinos
through younger and older Boomers. One of the most striking findings of the report is
that there are nearly uniform differences between Hispanic and non-Hispanic
consumers across all age groups. That is, most of the consumer attitudes and behavior
of Gen-Y and Gen-X Hispanics are different from those of their non-Hispanic
counterparts, while Latino Boomers think and act differently than non-Hispanic
boomers. This suggests that strong cultural ties continue to differentiate Hispanics from
non-Hispanics, regardless of age and degree of acculturation.
The first section of the report highlights trends and opportunities shaping the Hispanic
market and assesses the buying power of Hispanic consumers. The next section
contains chapters on the demographic characteristics of the Hispanic population and
the economic status of Latinos today. Other chapters provide an in-depth analysis of
immigration and acculturation trends as well as profiles of the seven largest Hispanic
national segments. The next chapter analyzes the core values of Hispanics. The next
section of the report provides an in-depth analysis of the attitudes and behavior of
Hispanic consumers across generational lines. One chapter assesses how Hispanics of
different ages manage and spend money. Another chapter highlights the attitudes and
behavior of Latino consumers in key areas including fashion and personal care, eating
at home and health and wellness. The final chapters of the report offer a detailed
analysis of leisure and entertainment patterns and media usage trends.

2. Table of Contents
Chapter 1 Executive Summary
Introduction
Background
Overview of the Report
Scope of Report
Methodology
Trends and Opportunities
Hispanics Change Face of U.S. Society at Accelerating Rate
Acculturation Key Factor in Marketing Strategies
Latino Identity Transcends Language
Young Latinos Look for Bicultural Marketing Cues
Media Fragmentation Affects Hispanic Market
Gen-X and Gen-Y Latinos Represent Largest Segment
Hispanics Offer Opportunities across Wide Range of Industries
Market Overview
Hispanic Buying Power Nears $1 Trillion
Buying Power of Latinos Will Show 31% Increase by 2013
Latinos Account for Growing Share of Consumer Expenditures
Hispanic Population Today
Latinos Now Account for Half of U.S. Population Growth
Hispanic Population Will Continue to Grow at Above-Average Rate
Mexicans Continue to Dominate
Smaller Hispanic Segments Gain in Importance
Nearly Half of All Latinos Live in California and Texas
Los Angeles and New York Have Nearly 10 Million Latino Residents
Hispanic National Segments Tend to Settle near Their Own
Hispanics Younger than Other Americans
Family Households Predominate among Latinos
Hispanic Households and Families Much Larger
Economic Profile of Hispanics
College Education Remains Elusive for Many Hispanics
Hispanic Men Less Likely to Hold White-Collar Jobs
Occupational Patterns Differ across National Segments
Household and Family Income More Favorable than Per Capita Income
One in Five Hispanic Households Has Income of $75K or More
High Earners More Scarce among Latinos
Cuban Men Earn More than Other Men in Major Hispanic National Segments
Major Differences in Homeownership Rates
Acculturation Trends
Hispanic Immigration Slows
Mexico Source of Most Legal and Illegal Immigrants
Native-Born Latinos Now Account for Most Hispanic Population Growth

3. Most Latinos Were Born in the United States
Size of Foreign-Born Segment Varies across National Segments
Most Latinos Speak English
Spanish Language Remains Vital Force
Puerto Ricans Most Likely to Speak English Only
Profiles of Hispanic National Segments
Mexicans
Puerto Ricans
Cubans
Salvadorans
Dominicans
Guatemalans
Colombians
Core Values of Hispanics
Attitudes toward Family and Friends Differ
Latinos Love to Indulge Their Kids
Gen-Y Latino Males More Connected to Religion
Older Hispanic Boomers More Careful about Political Expression
How Hispanics Manage and Spend Money
Hispanics Less Likely to Use Banking Services
Gen-X Latinos More Likely to Pay Bills Online
Gen-Y Latinos Much Less Likely to Depend on Credit
Investments Scarce
Gen-X Latinos Most Likely to Send Money outside U.S
Hispanic Men of All Ages Are Shopaholics
Hispanic Kids Play Major Role in Family Shopping Expeditions
Strong Interest in Environmentally Friendly Products
Hispanic Consumer Expenditure Patterns Analyzed
Highlights of Consumer Behavior
Hispanic Women More Cautious than Hispanic Men about Buying Clothes
Latino Gen-Xers Far More Likely to Buy Clothes for Kids
Hispanic Men Favor Hair Products and Cologne, Latinas More Likely to Use
Makeup
Latino Boomers Look for Organic Food
Hispanic Men in Younger Boomer Generation Worry about Their Weight
Kitchen the Centerpiece of Typical Hispanic Home
Hispanics Resist Trying Out New Foods
Store-Made Meals Appeal to Gen-Y and Gen-X Hispanic Males
Snacking Not a Part of Hispanic Eating Habits
Visits to the Doctor Less Frequent
Latinos Less Likely to Use Medications
Brand Names Important When Picking Drugs
Pharmaceutical Ads Work Well with Latinos
High-Priced Drugs Seen as the Best
How Hispanics Spend Leisure Time
Soccer Leading Sport among Hispanic Men

4. Television Sets at the Center of Latino Households
Cellphones Gain among Hispanics
Latinos in Gen-X and Younger Boomer Generations Heaviest Users of Pre-paid
Calling Cards
Nearly 70% of Hispanic Households Have Computer
More Hispanics Turn to Internet for Family Entertainment
Internet Usage Remains Lower
Young Hispanic Men Go Out More
More Hispanics Are Frequent Moviegoers
Media and Advertising
Latina Boomers Look to Magazines for Entertainment
Gen-Y Latinas Look to TV as Main Entertainment Source
Digital Cable More Common among Hispanic Cable Subscribers
Differences in Viewing Habits Remain across Generations
Gen-Y Hispanic Males Least Likely to Listen to Radio Every Day
Contemporary Hit Radio Most Popular English-Language Format
Many Latinos Participate in Digital Media Revolution
Hispanics More Open to TV Commercials
Latinos OK with Advertising to Kids
Latinos More Receptive to Product Placement
Section I Overview
Chapter 2 Trends and Opportunities
Market Trends
Hispanics Change Face of U.S. Society at Accelerating Rate
Table 2-1: Hispanic Population as Percent of Total U.S. Population and
Population Growth, 2010-2050
Latinos Account for Increasing Share of Consumer Spending
Table 2-2: Aggregate Consumer Expenditures by Hispanics and Non-Hispanics,
1995 vs. 2007
Latinos Feel Impact of Recession
Some Hispanic Marketers See Silver Lining in Dark Economic Clouds
Kids and Teens Markets on Cutting Edge of Growing Hispanic Influence
Table 2-3: Live Births to Hispanics as Percent of Total Number of Live Births,
1990-2006
Table 2-4: Hispanics as Percent of People under 20 Years by 5-Year Age Group,
1990 vs. 2007
Cultural Ties Bind Multiple Generations of Latinos
Acculturation Key Factor in Marketing Strategies
Table 2-5: Selected Attitudinal and Behavioral Differences among Hispanics by
Level of Acculturation
Latino Identity Transcends Language
Understanding Cultural Nuances Important to Marketers
Young Latinos Look for Bicultural Marketing Cues
Media Fragmentation Affects Hispanic Market
Table 2-6: Language and Media Usage by Hispanics by Level of Acculturation
Cable Operators Expand Offerings for Latino Viewers

5. Online Marketing to Hispanics Expands
Mobile Marketing to Hispanics Gets Boost
Direct Mail Gains Favor
Retailers Strive To Be Culturally Relevant
Brown-Foreman Targets Different Segments
Toyota Launches Two Contrasting Campaigns
Market Opportunities
Gen-X and Gen-Y Latinos Represent Largest Segment
Table 2-7: Selected Opportunities Related to Gen-Y and Gen-X Hispanics ..
Non-Traditional Banking Services Present Opportunities with Hispanics
Table 2-8: Selected Opportunities Related to Use of Financial Services by
Hispanics
Hispanics Major Consumers of Telecommunications Services
Hispanic Shoppers Deserve Attention
Table 2-9: Selected Opportunities Related to Shopping Patterns of Hispanic
Consumers
Latinos Offer Opportunities for Home Improvement and Home Furnishings
Industries
Table 2-10: Selected Opportunities Related to Purchase of Home Improvements
and Home Furnishings by Hispanic Consumers
Latinos Underserved by Organic and Natural Foods Marketers
Health and Wellness Needs of Hispanics Offer Potential
Table 2-11: Selected Opportunities Related to Purchase of Pharmaceutical
Products by Hispanic Consumers
More than Seven Million Hispanics Plan to Buy Home Computer
Table 2-12: Selected Opportunities Related to Purchase of Consumer Electronics
by Hispanic Consumers
Hispanics Participate in Digital Media Revolution
Table 2-13: Selected Opportunities Related to Digital Media and Entertainment
Habits of Hispanic Consumers
Fashion and Personal-Care Preferences of Hispanic Consumers Generate
Opportunities
Table 2-14: Selected Opportunities Related to Apparel and Personal-Care
Product Purchases of Hispanic Consumers
Chapter 3 Market Overview
Hispanic Buying Power
Buying Power Used as Market Metric
Hispanic Buying Power Nears $1 Trillion
Table 3-1: Hispanic Buying Power by National Segment, 2008
Gen-X Latinos Wield Most Buying Power
Table 3-2: Hispanic Buying Power by Age Group, 2008
Buying Power of Latinos Will Show 31% Increase by 2013
Table 3-3: Projected Growth in Hispanic Buying Power, 2008-2013
Los Angeles and New York Most Lucrative Hispanic Metro Markets
Table 3-4: Top 25 Hispanic Markets Ranked by Aggregate Income, 2007
Latinos in Washington, D.C and Miami Have Highest Per Capita Spending Power

6. Table 3-5: Top 25 Hispanic Markets Ranked by Per Capita Income, 2007
Aggregate Spending of Hispanic Consumers
Hispanic Consumer Units Defined
Hispanics Spend $45 Billion to Eat at Home
Table 3-6: Aggregate Annual Expenditures by Hispanic Consumer Units for Food
at Home
Expenditures for Household Furnishings Top $17 Billion
Table 3-7: Aggregate Annual Expenditures by Hispanic Consumer Units for
Household Furnishings and Equipment
Latinos Represent Major Market Segment for Apparel Industry
Table 3-8: Aggregate Annual Expenditures by Hispanic Consumer Units for
Apparel and Services
Hispanics Buy $18 Billion Worth of New Cars
Table 3-9: Aggregate Annual Expenditures by Hispanic Consumer Units for
Vehicle Purchases and Related Expenses
Entertainment Expenditures Exceed $23 Billion
Table 3-10: Aggregate Annual Expenditures by Hispanic Consumer Units for
Entertainment
Personal-Care Products and Services Attract $7 Billion from Latino Consumers
Table 3-11: Aggregate Annual Expenditures by Hispanic Consumer Units for
Personal-Care Products and Services, Reading Materials, and Education
Health Care Expenditures Total $21 Billion
Table 3-12: Aggregate Annual Expenditures by Hispanic Consumer Units for
Health Care
Section II Demographic Profile
Chapter 4 The Hispanic Population Today
Size and Growth of the Hispanic Population
Latinos Now Account for Half of U.S. Population Growth
Table 4-1: Population Growth, Hispanics vs. Other Population Segments, 2000-
2007
Table 4-2: U.S. Population by Race and Hispanic Origin, 2007
Hispanic Population Will Continue to Grow at Above-Average Rate
Table 4-3: Projected Population Growth, Hispanics vs. Other Population
Segments, 2010-2015
Figure 4-1: Hispanics as Percent of Total U.S. Population, 2015
National Origin
Mexicans Continue to Dominate
Table 4-4: Hispanic Population by Major National Segment, 2007
Smaller Hispanic Segments Gain in Importance
Table 4-5: Population Growth Rates of Hispanic National Segments, 2000 vs.
2007
Geographic Patterns
Nearly Half of All Latinos Live in California and Texas
Table 4-6: States with Largest Hispanic Populations, 2007
Hispanics Most Prevalent in Southwestern and Western States
Table 4-7: States with Largest Percentage of Hispanics, 2007

7. Los Angeles and New York Have Nearly 10 Million Latino Residents
Table 4-8: Metro Areas with Largest Hispanic Populations, 2007
New York and Miami More Diverse than Other Major Hispanic Population
Centers
Table 4-9: Top 20 Hispanic Markets by Top 3 Hispanic Segments, 2007
Hispanic National Segments Tend to Settle near Their Own
Table 4-10: Largest Population Centers of Major Hispanic National Segments,
2007
Age and Gender
Hispanics Younger than Other Americans
Table 4-11: Population by Selected Age Group, Hispanics vs. Other Population
Groups,
Mexicans Are Youngest, Cubans Are Oldest Latinos
Table 4-12: Median Age of Selected Hispanic National Segments, 2007
More Men than Women in Hispanic Population
Table 4-13: Population by Gender, Hispanics vs. Other Population Groups, 2007
Household and Family Structure
Latinas Marry at Younger Age
Table 4-14: Median Age at First Marriage, Hispanics vs. Others by Gender, 2007
Divorce Rates Lower
Table 4-15: Marital Status of People 15 Years Old and Over, Hispanics vs.
Others, 2007
Table 4-16: Marital Status of Males 15 Years Old and Over, Hispanics vs.
Others, 2007
Table 4-17: Marital Status of Females 15 Years Old and Over, Hispanics vs.
Others, 2007
Marriage Least Common among Puerto Ricans and Dominicans
Table 4-18: Marital Status of Hispanics 15 Years Old and Over by National
Segment, 2007
Table 4-19: Marital Status of Hispanic Men 15 Years Old and Over by National
Segment,
Table 4-20: Marital Status of Hispanic Women 15 Years Old and Over by
National Segment,
Family Households Predominate among Latinos
Table 4-21: Household Profile, Hispanics vs. Others, 2007
Mexican Households Most Likely to Consist of Married Couples with Children 84
Table 4-22: Profile of Hispanic Households by Selected National Segment, 2007
Table 4-23: Profile of Hispanic Households by Selected National Segment, 2007
Hispanic Households and Families Much Larger
Table 4-24: Average Household and Family Size, Hispanics by National Segment
vs. Others, 2007
Chapter 5 Economic Profile of Hispanics
Educational Attainment
College Education Remains Elusive for Many Hispanics
Table 5-1: Percent Enrolled in College or Graduate School, Hispanics vs. Others
by Gender, 2007

8. Table 5-2: Educational Attainment of People 25 Years Old and Over, Hispanics
vs. Others by Gender, 2007
Cubans and Colombians Rate High on Educational Scale
Table 5-3: Educational Attainment of Hispanics 25 Years Old and Over by
National Segment and Gender, 2007
Employment Patterns
Hispanic Men Less Likely to Hold White-Collar Jobs
Table 5-4: Occupations of Men 16 Years Old and Over, Hispanics vs. Others,
2007
Table 5-5: Occupations of Women 16 Years Old and Over, Hispanics vs. Others,
2007
Occupational Patterns Differ across National Segments
Table 5-6: Occupations of Male Hispanics 16 Years Old and Over by National
Segment, 2007
Table 5-7: Occupations of Female Hispanics 16 Years Old and Over by National
Segment, 2007
Income Levels
Per Capita Income of Latino Lags
Table 5-8: Per Capita Income, Hispanics vs. Others, 2007
Cubans Generate High Per Capita Income
Table 5-9: Per Capita Income, Hispanics by National Segment, 2007
Household and Family Income Profile More Favorable
Table 5-10: Household and Family Income Levels, Hispanics vs. Others, 2007
Table 5-11: Household and Family Income Levels, Hispanics by National
Segment, 2007
One in Five Hispanic Households Has Income of $75K or More
Table 5-12: Distribution of Household Income, Hispanics vs. Others, 2007
Table 5-13: Distribution of Family Income, Hispanics vs. Others, 2007
High Earners More Scarce among Latinos
Table 5-14: Distribution of Earnings of Full-Time, Year-Round Male Workers,
Hispanics vs. Others, 2007
Table 5-15: Distribution of Earnings of Full-Time, Year-Round Female Workers,
Hispanics vs. Others, 2007
Cuban Men Earn More than Other Men in Major Hispanic National Segments
Table 5-16: Mean Earnings of Full-Time, Year-Round Male and Female Workers,
Hispanics by National Segment, 2007
Major Differences in Homeownership Rates
Table 5-17: Percent Owner-Occupied Housing Units, Hispanics by National
Segment, 2007
Chapter 6 Acculturation Trends
Immigration Trends
Hispanic Immigration Slows
Table 6-1: Average Annual Number of Hispanics Obtaining Legal Permanent
Resident Status, 1980-1989, 1990-1999, 2000-2007
Mexico Source of Most Legal and Illegal Immigrants

9. Table 6-2: Hispanics Obtaining Legal Permanent Resident Status by Country of
Last Residence, 1980-2007
Table 6-3: Country of Birth of the Unauthorized Immigrant Population, 2007 vs.
2000
Native-Born Latinos Now Account for Most Hispanic Population Growth
Table 6-4: Components of Population Increase April 1, 2000-July 1, 2007,
Hispanics vs. Others
Most Latinos Were Born in the United States
Table 6-5: Percent of Hispanic Population Foreign-Born by Year of Entry and
Age Group
Table 6-6: Percent of Hispanic Males Foreign-Born by Year of Entry and Age
Group
Table 6-7: Percent of Hispanic Females Foreign-Born by Year of Entry and Age
Group
Size of Foreign-Born Segment Varies across National Segments
Table 6-8: Percent of Hispanic Population Foreign-Born by National Segment,
2007
Fewer Recent Immigrants among Cubans and Puerto Ricans
Table 6-9: Hispanic Immigrants by National Segment and Year of Entry, 2007
Use of the English Language
Most Latinos Speak English
Table 6-10: English-Language Capabilities of Hispanics 5 Years Old and Over,
2007
Spanish Language Remains Vital Force
Table 6-11: Language Capabilities of Native-Born Hispanics 5 Years Old and
Over, 2007
Table 6-12: Language Capabilities of Foreign-Born Hispanics 5 Years Old and
Over, 2007
Puerto Ricans Most Likely to Speak English Only
Table 6-13: Number and Percent of Hispanics 5 Years Old and Over Proficient in
English Language by National Segment, 2007
Spanish Language Prevails in Border Cities
Table 6-14: Major Hispanic Markets Ranked by Percent of Population Five Years
Old and Over Speaking Spanish at Home, 2007
Chapter 7 Profiles of Hispanic National Segments
Mexicans
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-1: Metro Areas Ranked by Size of Mexican Population, 2007
Table 7-2: Profile of the Mexican Segment of the Hispanic Market
Puerto Ricans
Population Profile
Language and Acculturation

10. Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-3: Metro Areas Ranked by Size of Puerto Rican Population
Table 7-4: Profile of the Puerto Rican Segment of the Hispanic Market
Cubans
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-5: Metro Areas Ranked by Size of Cuban Population
Table 7-6: Profile of the Cuban Segment of the Hispanic Market
Salvadorans
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-7: Metro Areas Ranked by Size of Salvadoran Population
Table 7-8: Profile of the Salvadoran Segment of the Hispanic Market
Dominicans
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-9: Metro Areas Ranked by Size of Dominican Population
Table 7-10: Profile of the Dominican Segment of the Hispanic Market
Guatemalans
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-11: Metro Areas Ranked by Size of Guatemalan Population
Table 7-12: Profile of the Guatemalan Segment of the Hispanic Market
Colombians
Population Profile
Language and Acculturation
Marriage Patterns and Family Structure
Education and Employment
Economic Profile
Table 7-13: Metro Areas Ranked by Size of Colombian Population
Table 7-14: Profile of the Colombian Segment of the Hispanic Market
Chapter 8 Core Values of Hispanics

11. Personal Values
Fatalism Part of Hispanic Worldview
Table 8-1: Attitudes toward Life, Hispanics vs. Non-Hispanics by Age Group and
Gender
Attitudes toward Family and Friends Differ
Table 8-2: Attitudes toward Family and Friends, Hispanics vs. Non-Hispanics by
Age Group and Gender
Latinos Love to Indulge Their Kids
Table 8-3: Attitudes toward Indulging Children, Hispanics vs. Non-Hispanics by
Age Group and Gender
Money More Likely to Drive Older Latinos
Table 8-4: Attitudes toward Work and Money, Hispanics vs. Non-Hispanics by
Age Group and Gender
Attitudes toward Religion
Gen-Y Latino Males More Connected to Religion
Table 8-5: Attitudes toward Religion, Hispanics vs. Non-Hispanics by Age Group
and Gender
Catholicism Still Important Force among Latinos
Figure 8-1: Religious Preferences of Hispanics
Figure 8-2: Religious Preferences of Non-Hispanics
Political and Social Values
Hispanics Less Likely to Identify as Conservative and Republican
Table 8-6: Political Affiliation, Hispanics vs. Non-Hispanics by Age Group .
Older Hispanic Boomers More Careful about Political Expression
Table 8-7: Selected Political Opinions, Hispanics vs. Non-Hispanics by Age
Group and Gender
Hispanics Give High Priority to Recycling
Table 8-8: Attitudes toward Recycling, Hispanics vs. Non-Hispanics by Age
Group and Gender
Section III The Hispanic Consumer: A Generational View
Chapter 9 How Hispanics Manage and Spend Money
Personal Finances
Hispanics Less Likely to Use Banking Services
Table 9-1: Use of Banking Services, Hispanics vs. Non-Hispanics by Age Group
Gen-X Latinos More Likely to Pay Bills Online
Table 9-2: Methods Used to Pay Bills, Hispanics vs. Non-Hispanics by Age
Group
Department Store Credit Cards Popular among Hispanics
Table 9-3: Type of Credit Card Used, Hispanics vs. Non-Hispanics
Gen-Y Latinos Much Less Likely to Depend on Credit
Table 9-4: Percent with Loans, Hispanics vs. Non-Hispanics by Age Group.159
Bank of America Tops in Hispanic Market
Table 9-5: Banks Used in Last 12 Months, Hispanics vs. Non-Hispanics
Older Latino Boomers Turn to Insurance Policies
Table 9-6: Percent with Insurance Policies by Type of Policy, Hispanics vs. Non-
Hispanics by Age Group

12. Investments Scarce
Table 9-7: Types of Investments Owned, Hispanics vs. Non-Hispanics
Gen-X Latinos Most Likely to Send Money Home
Table 9-8: Percent Sending Money within and outside the United States in Last
12 Months, Hispanics vs. Non-Hispanics by Age Group
Table 9-9: Methods Used by Hispanics Sending Money in Last 12 Months
Shopping Behavior
Hispanic Men of All Ages Are Shopaholics
Table 9-10: Attitudes toward Shopping, Hispanics vs. Non-Hispanics by Age
Group and Gender
Gen-Y Latino Men Most Likely to Visit Malls Frequently
Table 9-11: Frequency of Shopping, Hispanics vs. Non-Hispanics by Gender and
Age Group
Table 9-12: Percent Shopping at Home Electronics, Home Furnishing and
Houseware and Home Improvement Stores in last 3 Months, Hispanics vs. Non-
Hispanics by Gender and Age Group
Gen-X Hispanic Men Most Likely to Go Shopping with Families
Table 9-13: Shopping as a Social Event, Hispanics vs. Non-Hispanics by Age
Group and Gender
Hispanic Kids Play Major Role in Family Shopping Expeditions
Table 9-14: Impact of Children on Consumer Behavior, Hispanics vs. Non-
Hispanics by Age Group and Gender
Sales Less Likely to Attract Hispanic Shoppers
Table 9-15: Attitudes toward Sales and Bargains, Hispanics vs. Non-Hispanics
by Age Group and Gender
Incentive Offers Fail to Sway Latino Consumers
Figure 9-1: Percent of Households Responding to Incentive Offers, Hispanics vs.
Non-Hispanics
Table 9-16: Impact of Incentive Offers, Hispanics vs. Non-Hispanics by Age
Group
Gen-Y Hispanic Men Look for Approval When Buying
Table 9-17: Consumer Autonomy, Hispanics vs. Non-Hispanics by Age Group
and Gender
Strong Interest in Environmentally Friendly Products
Table 9-18: Interest in Buying Environmentally Friendly Products, Hispanics vs.
Non-Hispanics by Age Group and Gender
Sears and Macy’s Attracts More Hispanic Shoppers
Table 9-19: Department/Discount Stores Shopped in Last 3 Months by Men,
Hispanic vs. Non-Hispanics
Table 9-20: Department/Discount Stores Shopped in Last 3 Months by Women,
Hispanic vs. Non-Hispanics
Online Shopping Less Popular
Table 9-21: Attitudes toward Online Shopping, Hispanics vs. Non-Hispanics by
Age Group and Gender
Figure 9-2: Percent of Men Placing Internet Order in Last 12 Months, Hispanics
vs. NonHispanics

13. Figure 9-3: Percent of Women Placing Internet Order in Last 12 Months,
Hispanics vs. Non-Hispanics
Consumer Expenditure Patterns
Hispanic Consumer Units Have Different Profile
Table 9-22: Characteristics of Consumer Units, Hispanic Consumer Units vs.
Non-Hispanic Consumer Units
Hispanics Spend Greater Share of After-Tax Income
Table 9-23: Expenditures of Hispanic Consumer Units as Percent of After-Tax
Income
Hispanic Consumer Expenditure Patterns Analyzed
Table 9-24: Consumer Expenditures Categories for Which Hispanics Spend
More than Non-Hispanic Consumer Units
Chapter 10 Highlights of Consumer Behavior
Fashion and Personal Care
Hispanic Men Are Fashion-Forward
Table 10-1: Attitudes toward Fashion, Hispanics vs. Non-Hispanics by Age
Group and Gender
Hispanic Women More Cautious than Hispanic Men about Buying Clothes.
Table 10-2: Shopping for Clothes, Hispanics vs. Non-Hispanics by Age Group
and Gender
Clothing Purchases Analyzed
Table 10-3: Clothing Items and Accessories Bought in Last 12 Months by Men,
Hispanic vs. Non-Hispanic
Table 10-4: Clothing Items and Accessories Bought in Last 12 Months by
Women, Hispanic vs. Non-Hispanic
Latino Gen-Xers Far More Likely to Buy Clothes for Kids
Table 10-5: Purchase of Children’s Clothing, Hispanics vs. Non-Hispanics by
Gender and Age Group
Hispanic Men Favor Hair Products and Cologne
Table 10-6: Use of Personal-Care Products by Men, Hispanic vs. Non-Hispanic
Latinas More Likely to Use Makeup
Table 10-7: Use of Personal-Care Products by Women, Hispanic vs. Non-
Hispanic
Eating at Home
Latino Boomers Look for Organic Food
Figure 10-1: Percent of Hispanic and Non-Hispanic Men Who Look for
Organic/Natural Food When Shopping
Figure 10-2: Percent of Hispanic and Non-Hispanic Women Who Look for
Organic/Natural Food When Shopping
Hispanic Men in Younger Boomer Generation Worry about Their Weight
Table 10-8: Attitudes toward Dieting, Hispanics vs. Non-Hispanics by Age Group
and Gender
Kitchen the Centerpiece of Typical Hispanic Home
Table 10-9: Cooking at Home, Hispanics vs. Non-Hispanics by Age Group and
Gender
Hispanics Resist Trying Out New Foods

14. Table 10-10: Attitudes toward New Food Products, Hispanics vs. Non-Hispanics
by Age Group and Gender
Store-Made Meals Appeal to Gen-Y and Gen-X Hispanic Males
Table 10-11: Percent Eating Frozen and Pre-Cooked Meals, Hispanics vs. Non-
Hispanics by Age Group and Gender
Snacking Not a Part of Hispanic Eating Habits
Table 10-12: Eating Habits, Hispanics vs. Non-Hispanics by Age Group and
Gender
Health and Wellness
Visits to the Doctor Less Frequent
Table 10-13: Attitudes toward Taking Care of Personal Health, Hispanics vs.
Non-Hispanics by Age Group and Gender
Table 10-14: Medical Professionals Consulted in Last 12 Months, Hispanics vs.
Non-Hispanics by Gender
Table 10-15: Use of Medications, Hispanics vs. Non-Hispanics by Gender
Brand Names Important When Picking Drugs
Table 10-16: Attitudes toward Brand-Name Medications, Hispanics vs. Non-
Hispanics by Age Group and Gender
Pharmaceutical Ads Work Well with Latinos
Table 10-17: Impact of Pharmaceutical Ads, Hispanics vs. Non-Hispanics by Age
Group and Gender
High-Priced Drugs Seen as the Best
Table 10-18: Willingness to Pay for Medications, Hispanics vs. Non-Hispanics by
Age Group and Gender
Alternative Medicine Favored
Table 10-19: Attitudes toward Alternative Medicine, Hispanics vs. Non-Hispanics
by Age Group and Gender
Chapter 11 How Hispanics Spend Leisure Time
Overview
Many Leisure Choices the Same
Table 11-1: Participation in Leisure Activity/Hobby in Last 12 Months by Men,
Hispanic vs. Non-Hispanic
Table 11-2: Participation in Leisure Activity/Hobby in Last 12 Months by Women,
Hispanic vs. Non-Hispanic
Soccer Leading Sport among Hispanic Men
Table 11-3: Favorite Sports of Men, Hispanic vs. Non-Hispanic
Table 11-4: Favorite Sports of Women, Hispanics vs. Non-Hispanics
Consumer Electronics and Home Entertainment
Television Sets at the Center of Latino Households
Table 11-5: Ownership of Selected Consumer Electronic Products, Hispanics vs.
Non-Hispanics by Gender and Age Group
Table 11-6: Ownership of TV Sets, Hispanics vs. Non-Hispanics
Cellphones Gain among Hispanics
Table 11-7: Ownership of Cellphones, Hispanics vs. Non-Hispanics by Gender
Latinos in Gen-X and Younger Boomer Generations Heaviest Users of Pre-paid
Calling Cards

15. Table 11-8: Long Distance Telephone Calls, Hispanics vs. Non-Hispanics by
Gender and Age Group
Nearly 70% of Hispanic Households Have Computer
Table 11-9: Profile of Home Computer Ownership and Usage, Hispanics vs. Non-
Hispanics by Age Group
More Hispanics Turn to Internet for Family Entertainment
Table 11-10: Impact of Internet on Lifestyle, Hispanics vs. Non-Hispanics by Age
Group and Gender
Internet Usage Remains Lower
Table 11-11: Frequency of Internet Usage, Hispanics vs. Non-Hispanics by Age
Group
Music Downloads More Popular among Latinos
Table 11-12: Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic
Table 11-13: Online Activities of Women in Last 30 Days, Hispanic vs. Non-
Hispanic
MySpace Attracts Latinos
Table 11-14: English-Language Websites Visited in Last 30 Days by Men,
Hispanic vs. Non-Hispanic
Table 11-15: English-Language Websites Visited in Last 30 Days by Women,
Hispanic vs. Non-Hispanic
Going Out
Young Hispanic Men Go Out More
Table 11-16: Attendance at Live Entertainment Events in Last 12 Months,
Hispanics vs. Non-Hispanics by Gender and Age Group
More Hispanics Are Frequent Moviegoers
Table 11-17: Movie Attendance, Hispanics vs. Non-Hispanics by Gender and
Age Group
Fast Food Valued by Latinos
Figure 11-1: Use of Fast Food Restaurants in Last 3 Months by Hispanics and
Non-Hispanics
Table 11-18: Attitudes toward Fast Food, Hispanics vs. Non-Hispanics by Age
Group and Gender
Fast Food Choices Differ
Table 11-19: Fast Food Restaurants Visited the Most, Hispanics vs. Non-
Hispanics
Denny’s a Hit with Latinos
Figure 11-2: Use of Family Restaurants in Last 3 Months by Hispanics and Non-
Hispanics
Table 11-20: Family Restaurants Visited the Most, Hispanics vs. Non-Hispanics
Chapter 12 Media and Advertising
Print Media
Latina Boomers Look to Magazines for Entertainment
Table 12-1: Attitudes toward Print Media, Hispanics vs. Non-Hispanics by Age
Group and Gender
Substantial Overlap in Magazine Choices of Hispanic and Other Men

16. Table 12-2: Favorite English-Language Magazines of Men, Hispanic vs. Non-
Hispanic by Age Group
More Differences in Magazine Preferences of Women
Table 12-3: Favorite English-Language Magazines of Women, Hispanic vs. Non-
Hispanic by Age Group
Television
Gen-Y Latinas Look to TV as Main Entertainment Source
Table 12-4: Attitudes toward Television, Hispanics vs. Non-Hispanics by Age
Group and Gender
Digital Cable More Common among Hispanic Cable Subscribers
Table 12-5: Access to Cable TV, Hispanics vs. Non-Hispanics
Table 12-6: Premium Cable Channels Currently Have, Hispanics vs. Non-
Hispanics
HBO Gets Nod from Hispanic Viewers
Differences in Viewing Habits Remain across Generations
Table 12-7: English-Language Cable TV Channels Watched by Men in Last 7
Days, Hispanic vs, Non-Hispanic
Table 12-8 English-Language Cable TV Channels Watched by Women in Last 7
Days, Hispanic vs. Non-Hispanic
Table 12-9: English-Language Cable TV Channels Watched by Men in Last 7
Days, Hispanic vs. Non-Hispanic by Age Group
Table 12-10: English-Language Cable TV Channels Watched by Women in Last
7 Days, Hispanic vs. Non-Hispanic by Age Group
Radio
Gen-Y Hispanic Males Least Likely to Listen to Radio Every Day
Table 12-11: Attitudes toward Radio, Hispanics vs. Non-Hispanics by Age Group
and Gender
Contemporary Hit Radio Most Popular English-Language Format
Table 12-12: Most Popular Radio Formats of Men, Hispanic vs. Non-Hispanic
Table 12-13: Most Popular Radio Formats of Women, Hispanic vs. Non-Hispanic
Digital Media
Traditional Media Maintain Hold on Hispanics
Table 12-14: Impact of Internet on Traditional Media Usage, Hispanics vs. Non-
Hispanics by Age Group and Gender
Many Latinos Participate in Digital Media Revolution
Table 12-15: Online Activities of Men in Last 30 Days, Hispanic vs. Non-Hispanic
Table 12-16: Online Activities of Women in Last 30 Days, Hispanic vs. Non-
Hispanic
Receptivity to Advertising
Latinos Comfortable with Advertising
Table 12-17: Attitudes toward Advertising, Hispanics vs. Non-Hispanics by Age
Group and Gender
Hispanics More Open to TV Commercials
Table 12-18: Effectiveness of Television Commercials, Hispanics vs. Non-
Hispanics by Age Group and Gender
Latinos OK with Advertising to Kids

17. Table 12-19: Attitudes toward Advertising to Kids, Hispanics vs. Non-Hispanics
by Age Group and Gender
Out-of-Home Ads Work Well with Hispanics
Table 12-20: Effectiveness of Out-of-Home Advertising, Hispanics vs. Non-
Hispanics by Age Group and Gender
Latinos More Receptive to Product Placement
Table 12-21: Effectiveness of Product Placement, Hispanics vs. Non-Hispanics
by Age Group and Gender
Appendix: Addresses of Selected U.S. Hispanic Market Resources
Available immediately for Online Download at
http://www.marketresearch.com/product/display.asp?productid=1783079
US: 800.298.5699
UK +44.207.256.3920
Int'l: +1.240.747.3093
Fax: 240.747.3004