Hispanics and Big Ticket Purchases: Electronics and Appliances - US - September 2009

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Sources
• Consumer survey data
• Advertising Creative
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Hispanics' purchasing power and home-ownership are growing
• Despite being ripe for growth, big ticket spending was down
• Hispanics are just as likely as non-Hispanics to buy a major appliance
• Hispanics are more likely to have purchased any household furnishing
• Electronics are a mixed bag
• The retail decision
• Big ticket retailing
• Understanding the consumer
• Demographics
• Acculturation
• Market Drivers
• Hispanics' purchasing power
  • Figure 1: U.S. buying power, Hispanics and non-Hispanics, 2008-13
  • Figure 2: Hispanics' buying power, ranked by state, 2008
  • Figure 3: Purchasing power, by race/Hispanic origin, 2008
• Hispanics' income levels
  • Figure 4: Hispanic households, by total money income, 1998-2008
• Hispanics' economic growth
• Home-ownership rates among Hispanics
  • Figure 5: Home-ownership rates, by race/Hispanic orgin of householder, 2003-08
• Home improvement expenditures
  • Figure 6: Total home improvement expenditures in inflation-adjusted dollars (2007 dollars), by race/Hispanic origin, 2001-07
• Category Expenditure
• Historic household expenditure by category
  • Figure 7: Total expenditures on key categories, Hispanic and non-Hispanic, 2001-07
• Estimated household expenditure by category
  • Figure 8: Average household expenditures on key categories, Hispanic and non-Hispanic, 2007-09
• Estimated household expenditure for "big ticket" categories
  • Figure 9: Big ticket average annual expenditures, by Hispanic origin of consumer unit reference person, 2001 and 2007
• CEA says Hispanics spend more on consumer electronics
• The Hispanic Consumer and Appliances
• Key points
• Hispanics' and non-Hispanics' trended appliance purchases
  • Figure 10: Any major appliance bought in last 12 months, Hispanics vs. non-Hispanics, trended January 2003-March 2009
• Hispanics and appliances
• Hispanics vs. non-Hispanics
  • Figure 11: Appliances bought in last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
• By household income
  • Figure 12: Appliances bought in last 12 months, by household income, February 2008-March 2009
• By household size
  • Figure 13: Appliances bought in last 12 months, by household size, February 2008-March 2009
• Hispanics and Household Furnishings
• Key points
• Household furnishings
• Hispanics' and non-Hispanics' purchasing frequency
  • Figure 14: Household furnishings bought in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
• Hispanics and household furnishings
• By language
  • Figure 15: Household furnishings bought in last 12 months, by language spoken at home, February 2008-March 2009
• By household income
  • Figure 16: Household furnishings bought in last 12 months, by household income, February 2008-March 2009
• By household size
  • Figure 17: Household furnishings bought in last 12 months, by Hispanic household size, February 2008-March 2009
• The bedroom
• Bedroom furniture--Hispanics' and non-Hispanics' expenditures
  • Figure 18: Amount spent on bedroom furnishings in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
• Bedroom furniture
• By language
  • Figure 19: Amount spent on bedroom furnishings in the last 12 months, by language spoken at home, February 2008-March 2009
• By household income
  • Figure 20: Amount spent on bedroom furnishings in the last 12 months, by household income, February 2008-March 2009
• By household size
  • Figure 21: Amount spent on bedroom furnishings in the last 12 months, by household size, February 2008-March 2009
• The children' s room
• Children' s room furnishings--Hispanics' and non-Hispanics' expenditures
  • Figure 22: Amount spent on children' s room furnishings in the last 12 months, Hispanic and non-Hispanic, May 2009
• Children' s room furnishings
• By household income
  • Figure 23: Amount spent on children' s furniture in the last 12 months, by household income, February 2008-March 2009
• The living room and dining room
• Living and dining room furniture--Hispanics' and non-Hispanics' expenditures
  • Figure 24: Amount spent on living room and dining room furniture in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
• By household income
  • Figure 25: Amount spent on living room and dining room furniture in the last 12 months, by household income, February 2008-March 2009
• By household size
  • Figure 26: Amount spent on living room or dining room furniture in the last 12 months, by household size, February 2008-March 2009
• The great outdoors
• The great outdoors--Hispanics' and non-Hispanics' expenditures
  • Figure 27: Amount spent on lawn and patio furniture in the last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
• The great outdoors
• By language
  • Figure 28: Amount spent on lawn, porch and patio furniture in the last 12 months, by language spoken at home, February 2008-March 2009
• Electronics in the Home
• Key points
• Electronics--Hispanics' and non-Hispanics' ownership
  • Figure 29: Ownership of consumer electronic products, Hispanics vs. non-Hispanics, February 2008-March 2009
• Hispanics and electronics
• By language
  • Figure 30: Hispanic ownership of consumer electronic products, by language spoken at home, February 2008-March 2009
• By household income
  • Figure 31: Hispanic ownership of consumer electronic products, by household income, February 2008-March 2009
• By household size
  • Figure 32: Hispanic ownership of consumer electronic products, by household size, February 2008-March 2009
• Camcorders and video cameras--Hispanics' and non-Hispanics' expenditures
  • Figure 33: Average amount spent on camcorder/video camera, Hispanics vs. non-Hispanics, February 2008-March 2009
• By household income
  • Figure 34: Average amount spent on camcorder/video camera, by Hispanic household income, February 2008-March 2009
• Television sets--Hispanics' and non-Hispanics' ownership
  • Figure 35: Type of television owned -- by most recent purchase, Hispanics vs. non-Hispanics, February 2008-March 2009
• Television sets--Hispanics' and non-Hispanics' expenditures
  • Figure 36: Amount spent on most recent television set purchase, Hispanics vs. non-Hispanics, February 2008-March 2009
• By language
  • Figure 37: Average amount on most recent television purchase, by language preferred when watching television, February 2008-March 2009
• By household income
  • Figure 38: Average amount spent on most recent television purchase, by household income, February 2008-March 2009
• PCs--Hispanics' and non-Hispanics' ownership
  • Figure 39: Number of pcs owned by the household, Hispanics vs. non-Hispanics, February 2008-March 2009
• PCs--Hispanics' and non-Hispanics' expenditures
  • Figure 40: Total cost of most recent PC purchase, Hispanics vs. non-Hispanics, February 2008-March 2009
• By language
  • Figure 41: Total cost of most recent PC purchase, by language spoken at home, February 2008-March 2009
• By household income
  • Figure 42: Total cost of most recent pc purchase, by household income, February 2008-March 2009
• PC expenditures--by children in the home
  • Figure 43: Total cost of most recent pc purchase, by presence of children, February 2008-March 2009
• Shopping for Electronics
• Key points
• Willingness to travel to a home electronics/improvement store
  • Figure 44: Hispanic distance tolerance, by store type, May 2009
• Factors that influence purchase decisions
  • Figure 45: Factors that influence electronic and appliance purchases, May 2009
• By place of birth
  • Figure 46: Factors that influence electronic and appliance purchases, by place of birth, May 2009
• Sources of information
  • Figure 47: Information sources used when purchasing electronics or appliances, by age, May 2009
• By educational attainment
  • Figure 48: Information sources used when purchasing electronics or appliances, by educational attainment, May 2009
• By place of birth
  • Figure 49: Information sources used when purchasing electronics or appliances, by place of birth, May 2009
• Hispanics and "Big Ticket" Retailing
• Key points
• Appliances and electronics
• Major appliance retailers
  • Figure 50: U.S. Leading major appliance retailers, ranked by major appliance sales, 2007 and 2008
• Consumer electronics retailers
  • Figure 51: U.S. Leading consumer electronics retailers, ranked by consumer electronic sales, 2007 and 2008
• Retailer preferences for appliances/electronics--Hispanic and non-Hispanic
  • Figure 52: Non-specialist retailers where purchased appliances/electronics/computers in last three months, Hispanics and non-Hispanics February 2008-March 2009
  • Figure 53: Home electronic stores where purchases were conducted in last four weeks, Hispanics and non-Hispanics February 2008-March 2009
• Home furnishing
• Home furnishing retailers
  • Figure 54: U.S. Leading home furnishing retailers, ranked by home furnishing revenue, 2007 and 2008
• Home furnishing stores shopped
  • Figure 55: Home furnishing stores shopped at in the last three months, Hispanics and non-Hispanics, February 2008-March 2009
• Retail purchase preferences for home furnishings--Hispanic and non-Hispanic
  • Figure 56: Home furnishing/houseware retailers where purchases were conducted, Hispanics and non-Hispanics February 2008-March 2009
  • Figure 57: Non-specialist retailers where purchased home furnishings, Hispanics and non-Hispanics February 2008-March 2009
• Advertising and Promotion
• Key points
• Home furnishings advertising
  • Figure 58: Television Spot, "Blue and white stars on Memorial Day," May 2009
  • Figure 59: Television Spot, "Cindy Crawford colors," August 2009
  • Figure 60: Television Spot, "Hot anniversary sale #30," June 2009
• Major appliance and electronics advertising
  • Figure 61: Television Spot, "Man wants to surprise his wife with a stove," August 2009
  • Figure 62: Television Spot, "Luis' s mother-in-law comes to stay; sink and refrigerator are broke," October 2008
  • Figure 63: Television Spot, "Lety will get samsung TV to watch super bowl with her friends," January 2009
• U.S. Hispanic Population
• Key points
• U.S. population by race/Hispanic origin
  • Figure 73: Population, by race/Hispanic origin, 1970-2020
  • Figure 74: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
  • Figure 75: Population, by race and Hispanic origin, 2004-14
• The Hispanic and non-Hispanic population
• The Hispanic and total U.S. population by age
  • Figure 76: U.S. Hispanic population, by age, 2004-14
  • Figure 77: Total U.S. population by age, 2004-14
• Hispanics by generation
  • Figure 78: Generations, by Hispanic vs. non-Hispanic, 2008
  • Figure 79: Fertility rate, by race and Hispanic origin of mother, 1996-2006
• The Hispanic household
  • Figure 80: Average household size, by Hispanic origin/race of householder, 2001 and 2008
  • Figure 81: Households, by number of persons in the household--Hispanics vs. non-Hispanics, 2008
  • Figure 82: Households, by presence of children--Hispanics vs. non-Hispanics, 2006
• Hispanics by country of origin/heritage
  • Figure 83: Hispanic population, by country of origin/heritage, 2007
  • Figure 84: Graph: Hispanics, by country of origin/heritage, 2007
• Hispanics by geographic concentration
  • Figure 85: Hispanic population, by region, by country of origin/heritage, 2007
  • Figure 86: Graph: Hispanic population, by region and by country of origin/heritage, 2007
  • Figure 87: Hispanic population in top five states, by country of origin, 2006
  • Figure 88: Hispanic population in top five states, by country of origin, 2006
• States with greatest Hispanic population growth
  • Figure 89: Hispanic population, states with greatest percentage increase, 2000-06
• Key Hispanic metropolitan areas
  • Figure 90: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2008
• Acculturation
• What is acculturation?
• Why is level of acculturation important?
• Levels of acculturation
• Unacculturated/Enculturated
• Acculturated/Bicultural
• Assimilated
  • Figure 91: Hispanics, by acculturation and assimilation level, 1998-2008
• What is retro-acculturation?
• Retro-acculturation
• Appendix: Other Useful Consumer Tables -- Purchases and Expenditure
• Appliances bought--Hispanic vs. non-Hispanic
  • Figure 92: Appliances bought in last 12 months, Hispanics vs. non-Hispanics, February 2008-March 2009
• Appliances bought by language
  • Figure 93: Appliances bought in last 12 months, by language spoken at home, February 2008-March 2009
• Appliances bought by place of birth
  • Figure 94: Appliances bought in last 12 months, by place of birth, February 2008-March 2009
• Expenditures on camcorder/video camera by language
  • Figure 95: Average amount spent on camcorder/video camera, by language spoken at home, February 2008-March 2009
  • Figure 96: Number of televisions owned by a household, Hispanic vs. non-Hispanic, February 2008-March 2009
• Amount spent on television purchase by household size
  • Figure 97: average amount spent on most recent television purchase, by household size, February 2008-March 2009
• PC expenditures by place of birth
  • Figure 98: Total cost of most recent pc purchase, by place of birth, February 2008-March 2009
• Appendix: Other Useful Consumer Tables -- Influencers and Sources
• Factors that influence purchase decisions
  • Figure 99: Factors that influence electronic and appliance purchases, by gender, May 2009
• By age
  • Figure 100: Factors that influence electronic and appliance purchases, by age, May 2009
• By educational attainment
  • Figure 101: Factors that influence electronic and appliance purchases, by educational attainment, May 2009
• By household income
  • Figure 102: factors that influence electronic and appliance purchases, by household income, May 2009
• Sources of information
  • Figure 103: Information sources used when purchasing electronics or appliances, by gender, May 2009
• By household income
  • Figure 104: Information sources used when purchasing electronics or appliances, by household income, May 2009
• Appendix: Trade Associations