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

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