The Economic Impact of Hispanics on the U.S. Marketplace - US - June 2009

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Sources
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Hispanic purchasing power
• Financial position is strong and growing
• Unease in today' s economy is leading to cut-backs in spending
• Hispanics' category expenditures
• Hispanic market share has increased significantly across all categories
• Hispanics with lower levels of acculturation overspend in certain categories
• Hispanics in the workforce
• Hispanics working old and young
• Construction industry is the dominant employer of Hispanics
• Unemployment increasing most for Hispanics
• Hispanics and money
• Family over money
• Optimistic yet careful
• Understanding the consumer
• Demographics
• Acculturation
• Hispanic Purchasing Power
• Hispanics financial data
• Hispanic purchasing power
  • Figure 1: Purchasing power, by race/Hispanic origin, 2007
• U.S. household income distribution
  • Figure 2: Median household income, by race and Hispanic origin of householder, 2007
  • Figure 3: Household income distribution, by race and Hispanic origin of householder, 2007
• Hispanic income levels
  • Figure 4: Largest Hispanic markets, by Hispanic disposable income, 2005
• Hispanics' economic growth
• Hispanics and the economy
• Hispanics in today' s economy
  • Figure 5: Hispanics now looking for deals/sales more than they did a year ago, by household income, December 2008
• Hispanics' economic outlook
  • Figure 6: Hispanics who describe the U.S. as a land of opportunity, by household income, December 2008
• Hispanics by income
  • Figure 7: Hispanic attitudes about personal finances, by household income, December 2008
• Hispanics by age group
  • Figure 8: Hispanic attitudes about personal finances, by age group, December 2008
• Hispanics by language preference
  • Figure 9: Hispanic attitudes about personal finances, by country of birth, December 2008
• The Hispanic household
  • Figure 10: Average household size, by Hispanic origin/race of householder, 2001 and 2006
  • Figure 11: Households, by number of persons in the household, Hispanics vs. non-Hispanics, 2006
  • Figure 12: Households, by presence of children, Hispanics vs. non-Hispanics, 2006
• Hispanic household earners
  • Figure 13: Number of earners in Hispanic households, by household income, December 2008
• Income earners by language preference at home
  • Figure 14: Number of earners in Hispanic households, by language preference, December 2008
• Hispanics' Category Expenditures
• Household expenditure growth
• Historic household expenditure by category
  • Figure 15: Total expenditures on key categories, Hispanic and non-Hispanic 2001-07
• Estimated household expenditure by category
  • Figure 16: Average household expenditures on key categories, Hispanic and non-Hispanic 2007-09
• Transportation
• Hispanics' share of total transportation spend
  • Figure 17: Hispanic share of spend on all transportation, 2000-07
• Change in Hispanic spending on transportation
  • Figure 18: Change in average annual transportation expenditures by Hispanics, 2007-09
• Apparel
• Hispanics' share of total apparel spend
  • Figure 19: Hispanic share of spend on apparel, 2000-07
• Share of income spent on apparel
  • Figure 20: Apparel expenditures as percentage of income, Hispanic vs. non-Hispanic, 2006 and 2007
• Change in Hispanic spending on apparel
  • Figure 21: Change in average annual apparel expenditures by Hispanics, 2007-09
• Household entertainment spending
• Hispanics' share of total entertainment spend
  • Figure 22: Hispanic share of spend on entertainment, 2000-07
• Change in Hispanic spending on entertainment
  • Figure 23: Change in average annual entertainment expenditures by Hispanics, 2007-09
• Household grocery spending
• Spending by race/Hispanic origin
  • Figure 24: Average spent on groceries per week by race/Hispanic origin, July 2007-September 2008
• Grocery spending by household income
  • Figure 25: Household grocery expenditure, by houshold income, Hispanic vs. non-Hispanic, July 2007-September 2008
• Hispanic spending by language preference
  • Figure 26: Hispanic household grocery expenditure, by language preference when reading, July 2007-September 2008
• Hispanics in the Workforce
• U.S. employment
• Employment status of Hispanics and non-Hispanics
  • Figure 27: Employment status, Hispanic vs. non-Hispanic, October 2007-December 2008
• Hispanic employment status by gender
  • Figure 28: Hispanic employment status, by gender, October 2007-December 2008
• Income earners per household
• Employed adults in household by race/Hispanic origin
  • Figure 29: Number of household income earners, Hispanic vs. non-Hispanic, October 2007-December 2008
• Hispanic employment status by income
  • Figure 30: Hispanic employment status, by household income, October 2007-December 2008
• Hispanics' employment status by age
  • Figure 31: Hispanic employement status, by age, October 2007-December 2008
• Hispanic employment status by educational attainment
  • Figure 32: Hispanic employement status, by education, October 2007-December 2008
• Types of employment
• Employment by industry, Hispanic vs. non-Hispanic
  • Figure 33: Employment by industry, by Hispanic/non-Hispanic, October 2007-December 2008
• Employment by industry, Hispanics by gender
  • Figure 34: Hispanic employment by industry, by gender, October 2007-December 2008
• Employment by industry, Hispanics by place of birth
  • Figure 35: Hispanic employment by industry, by place of birth, October 2007-December 2008
• Employment by industry, Hispanics by language preferred when reading
  • Figure 36: Hispanic employment by industry, by language prefered when reading, October 2007-December 2008
• Unemployment
• Hispanics vs. all workers
  • Figure 37: Unemployment rate, by Hispanic vs. all, March 2009
• Hispanics by place of birth
  • Figure 38: Hispanic unemployment rate, by place of birth, January 2009
• Unemployment benefits collection among Hispanics
  • Figure 39: Number of Hispanics collecting unemployment compensation, by median household income level, 2007
• Hispanics and Money
• Attitudes towards money
• By Hispanic vs. non-Hispanic
  • Figure 40: Attitudes towards money, by Hispanic/non-Hispanic, October 2007-December 2008
• Hispanics by gender
  • Figure 41: Hispanic attitudes towards money, by gender, October 2007-December 2008
• Hispanics by household income
  • Figure 42: Hispanic attitudes towards money, by household income, October 2007-December 2008
• Hispanics by language preference
  • Figure 43: Hispanic attitudes towards money by language preference, October 2007-December 2008
• Spending in today' s economy
• Hispanic attitudes: Impact of the new President
  • Figure 44: Hispanic attitudes: "my financial situation will improve with this new President," by household income, December 2008
• Hispanic attitudes: careful with money/looks for best deals
  • Figure 45: Hispanic attitudes about personal finances, by household income, December 2008
• Hispanics and remittances
  • Figure 46: Hispanics attitudes to remittances and family support, by language preference in the home, December 2008
  • Figure 47: Hispanics attitudes to remittances and family support, by age, December 2008
• Hispanics and savings
• Saving habits of Hispanics by household income
  • Figure 48: Hispanics ability to save and reasons for saving, by household income, December 2008
• Saving habits of Hispanics by language preference
  • Figure 49: Hispanics ability to save and reasons for saving, by Hispanic language preference in the home, December 2008
• U.S. Hispanic Population
• Key facts
• U.S. population by race/Hispanic origin
  • Figure 59: Population by race/Hispanic origin, 1970-2020
  • Figure 60: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
  • Figure 61: Population, by race and Hispanic origin, 2004-14
• The Hispanic and total U.S. population by age
  • Figure 62: U.S. Hispanic population, by age, 2004-14
  • Figure 63: Total U.S. population by age, 2004-14
• Hispanics by generation
  • Figure 64: Generations by Hispanic vs. non-Hispanic, 2008
  • Figure 65: Fertility rate, by race and Hispanic origin of mother, 1996-2006
• Hispanics by country of origin/heritage
  • Figure 66: Hispanic population, by country of origin/heritage, 2007
  • Figure 67: Graph Hispanics, by country of origin/heritage, 2007
• Hispanics by geographic concentration
  • Figure 68: Hispanic population, by region, by country of origin/heritage, 2007
  • Figure 69: Graph: Hispanic population, by region, 2007
  • Figure 70: Hispanic population in top five states, by country of origin, 2006
• States with greatest Hispanic population growth
  • Figure 71: Hispanic population, states with greatest percentage increase, 2000-06
• Key Hispanic metropolitan areas
  • Figure 72: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
• Acculturation
• What is acculturation?
• Why is level of acculturation important?
• Levels of acculturation
• Unacculturated/Enculturated
• Acculturated/Bicultural
• Assimilated
  • Figure 73: Hispanics, by acculturation and assimilation level, 1998-2008
• What is retro-acculturation?
• Retro-acculturation
• Appendix: Additional Tables
  • Figure 74: Hispanic types of employment status, by age group, October 2007-December 2008
  • Figure 75: Hispanics who describe the U.S. as a land of opportunity, by age group, December 2008
  • Figure 76: Hispanic attitudes: "my financial situation will improve with this new President," by age, December 2008
• Appendix: Associations and Organizations Linked With the Hispanic Consumer