Hispanics are now the largest minority group in the U.S. Many businesses are discovering that this segment of the population is an important part of the customer base, and since it is growing at a rapid rate, it will be even more important in the future. But for many companies, the Hispanic population is not well understood, making it difficult to market to them.
This report examines activities engaged in and ownership of products that are primarily related to entertainment and use of leisure time. It compares Hispanics with the overall population and examines difference within the Hispanic population by the demographic characteristics, such as language spoken at home, that are most relevant. It also includes a summary of key demographic characteristics of U.S. Hispanics.
This report is based primarily on data from the 2002 Simmons Hispanic Consumer Survey (HCS), which surveyed 10,072 adults aged 18 or older who were identified as being of Hispanic origin. In order to ascertain differences between the total population and the Hispanic population, Mintel has compared the results from the Simmons Hispanic Consumer Survey with the Fall 2002 National Consumer Survey (NCS). HCS and NCS surveys differ because HCS is on Hispanics only and gives respondents the option of answering questions in either English or Spanish.
Key issues covered in this report are the effect of acculturation on purchasing habits, the need for Spanish-language marketing, and Hispanic preferences in fitness, travel, technology, films and television. Consumer research examines attitudes and behavior by age, gender, ethnicity and income, and a six-year trend analysis predicts future growth.
This report examines activities and products that are primarily related to entertainment and use of leisure time. It compares the likelihood of engaging in these activities and owning specific products by Hispanics compared with the overall U.S. population, as well as across different segments within the Hispanic population.
This report is divided into two sections that include the following activities and products:
Sports, Hobbies, and Travel: participation in selected sports and fitness activities; participation in selected leisure activities and hobbies; and domestic and foreign travel and cruise-ship vacations.
Electronics: ownership of televisions, VCRs, DVD players, cable TV, and satellite dishes; types of television shows watched; and ownership of other electronics, including audio equipment, still cameras, camcorders/video cameras, video game players (attached to a television set), and hand-held video game players.
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