Marketing to Hispanic Men - US - December 2012


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The attitudes of Hispanic men toward advertising and media and their shopping behavior are among the key issues discussed in this new report for Mintel. Hispanic men are loyal shoppers and are most likely to purchase clothing, food products, home electronics, and household products. However, advertising messages hold little sway over a majority of Hispanic men. 

This suggests that these messages lack relevancy, as many brands have done little to attract this consumer segment. Furthermore, Hispanic fathers are more likely to be the decision maker on product purchases than Hispanic men with no children. As Hispanics are more likely than non-Hispanics to have children younger than 18 in the household, marketers possess a strong opportunity to grow brands of interest to both Hispanic men and their children
Table of Content

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
The consumer
Age of Hispanic men compared to non-Hispanic men
Figure 1: Projected age of Hispanic men versus total men, 2017
Middle-aged men have the greatest influence on household purchasing decisions
Figure 2: Level of influence on household purchasing decisions, by age, April 2011-June 2012
English-dominant Hispanic fathers are influential on household purchases
Figure 3: Level of influence on household purchasing decisions among Hispanic fathers, by language spoken in
the home, April 2011-June 2012
Influencers that lead Hispanic men to try new products
Figure 4: Top five influencers on new product purchases in the last three months, by age, September 2012
Attitudes toward shopping among Hispanic men
Figure 5: Attitudes toward shopping among Hispanic men, by language spoken in the home, April 2011-
June 2012
Attitudes on the portrayal of Hispanics in the media
Figure 6: Attitudes toward media and advertising, by language spoken in the home, September 2012
Retail preferences when purchasing food for the household
Figure 7: Top five retail destinations of Hispanic men when buying food, by household income, September 2012 19
Retail preferences when purchasing household products
Figure 8: Top five retail destinations of Hispanic men when buying non-food items, by age, September 2012
Events Hispanic men prefer to attend
Figure 9: Types of events attended vs. planning to attend, September 2012
Attitudes of Hispanic men toward media content
Figure 10: Attitudes toward media content, by language spoken in the home, September 2012
Marketing strategies
U.S. Hispanic population
Figure 11: Population, by race/Hispanic origin, 2007-17
Hispanic households with children
Figure 12: Households with children, by race/Hispanic origin of householder, 2011
Hispanic purchasing power
Figure 13: Purchasing power, by race/Hispanic origin, 1990-2017
What we think

ISSUES IN THE MARKET
Are Hispanic men being ignored by marketers?
Have marketers placed too much focus on capturing the Latina wallet?
Are Hispanic men more brand loyal than cost conscious?

INSIGHTS AND OPPORTUNITIES
Continue to grow the amount of television options for Hispanic men
Hispanic fathers represent a huge growth opportunity for marketers

TREND APPLICATIONS
Trend: Experience It All
Trend: Why Buy
2015 Trend: Brand Intervention

PROFILE OF HISPANIC MEN
Key points
Demographics
Hispanic men and total U.S. male population by age
Figure 14: Hispanic men, by age, 2007-17
U.S. male population
Figure 15: Total U.S. male population, by age, 2007-17
Language
Six in 10 Hispanic men read in Spanish, but English-only readers are growing
Figure 16: Trend for language preferred when reading, by Hispanic men, 2008-12
Hispanic men are more likely to watch English-language television
Figure 17: Trend for language preferred when watching television, by Hispanic men, 2008-12
Hispanic men are listening to English- and Spanish-language radio
Figure 18: Trend for language preferred when listening to the radio, by Hispanic men, 2008-12
Hispanic men tend to visit websites in English
Figure 19: Preferred language used when visiting websites, by age, April 2011-June 2012
Employment
Employment status
Figure 20: Employment status of Hispanic men aged 16 or older, by age, 2011
Figure 21: Employment status of men aged 16 or older, by age, 2011
Participation in the labor force
Figure 22: Labor force participation by Hispanic men, by age, 2011
Figure 23: Labor force participation by total men, by age, 2011
Purchasing power
Hispanic purchasing power
Figure 24: Purchasing power, by race/Hispanic origin, 1990-2017
U.S. household income distribution
Figure 25: Median household income, by race/Hispanic origin of householder, 2011
Median personal income
Figure 26: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflationadjusted
dollars, 2001-11
Education
Hispanic men
Figure 27: Educational attainment of Hispanic men, by age, 2011
Figure 28: Educational attainment of Hispanic women, by age, 2011
Marital status
Marital status by race/Hispanic origin
Figure 29: Marital status, by race and Hispanic origin, 2012
Father
Hispanic households with children
Figure 30: Households with children by race and Hispanic origin of householder, 2011
Figure 31: Hispanic households, by presence and ages of children, 2011

THE MINDSET OF HISPANIC MEN
Key points
The consumer
Hispanic men hold less power over household purchases than non-Latino men
Figure 32: Level of influence on household purchasing decisions, by race/Hispanic origin, April 2011-June 2012 . 49
Figure 33: Level of influence on household purchasing decisions, by age, April 2011-June 2012
Hispanic fathers who are English-dominant are most influential on purchasing choices
Figure 34: Level of influence on household purchasing decisions among Hispanic fathers, by language spoken
in the home, April 2011-June 2012
Clothing and food products are the top items purchased by Hispanic men
Figure 35: Types of products purchased in the last 12 months, by race/Hispanic origin, April 2011-June 2012
Figure 36: Types of products purchased in the last 12 months, by household income, April 2011-June 2012
Shopping influencers
Advertising has limited influence in the trial of new products
Figure 37: Likelihood of influence on new product purchases in the last three months, by age, September 2012 .. 53
Spanish-dominant men are more likely to shop with family members
Figure 38: Attitudes toward shopping among Hispanic men, by language spoken in the home, April 2011-
June 2012
Spanish-dominant men have stronger bonds to language and culture
Figure 39: Attitudes toward Hispanic cultural events and activities, by language spoken in the home, April
2011-June 2012
Media and advertisement
Younger Hispanic men seek positive reflections of Latinos in the media
Figure 40: Attitudes toward media and advertising, by age, September 2012
Spanish-dominants have a more positive view on their portrayal in media
Figure 41: Attitudes toward media and advertising, by language spoken in the home, September 2012

FOOD SHOPPING AND HOUSEHOLD PRODUCT PURCHASES
Key points
Hispanic men shop at grocery stores, regardless of income
Figure 42: Retail preference of Hispanic men when buying food, by household income, September 2012
Hispanic fathers are more likely to buy food for the household
Figure 43: Retail preference of Hispanic men when buying food, by presence of children in the household,
September 2012
Hispanic men prefer to buy non-food items at mass merchandisers and traditional grocers
Figure 44: Retail preference of Hispanic men when buying non-food items, by household income, September
2012
Hispanic fathers purchase non-food items at a variety of retailers
Figure 45: Retail preference of Hispanic men when buying non-food items, by presence of children in the
household, September 2012

SOCIAL LIFE AND SOCIAL MEDIA
Key points
Events, museums, and movies
Hispanic men are avid movie-goers
Figure 46: Likelihood of going to movie theaters in the last six months, by race/Hispanic origin, April 2011-June
2012
Sporting events and museums also hold strong interest among Hispanic men
Figure 47: Types of events attended vs. planning to attend, September 2012
Figure 48: Types of events attended vs. planning to attend, by household income, September 2012
Figure 49: Types of events attended vs. planning to attend, by language spoken in the home, September 2012 .. 69
Movie attendance
Hispanic men are horror and crime movie buffs
Figure 50: Types of films viewed at a movie theater in the last six months, by race/Hispanic origin, April 2011-
June 2012
Figure 51: Likelihood of going to movie theaters in the last six months, by age, April 2011-June 2012
Figure 52: Likelihood of going to movie theaters in the last six months, by race/Hispanic origin, April 2011-June
2012
Social media
Hispanic men are the least likely group to use social media
Figure 53: Likelihood of visiting or belonging to a social sharing/networking website, by race/Hispanic origin,
April 2011-June 2012
Figure 54: Likelihood of visiting or belonging to a social sharing/networking website, by language spoken in the
home, April 2011-June 2012
Hispanic men who use social media are most likely to follow brands
Figure 55: Attitudes toward social sharing/networking websites, by race/Hispanic origin, April 2011-June 2012
Spanish-dominant Hispanic men highly value product reviews on social media
Figure 56: Attitudes toward social sharing/networking websites, by language spoken in the home, April 2011-
June 2012

MEDIA CONSUMPTION
Key points
Attitudes of Hispanic men
Spanish-dominant men are greater swayed by television advertising
Figure 57: Attitudes toward TV viewing and advertising among Hispanic men, by language spoken in the home,
April 2011-June 2012
Sports viewed on television
Hispanic men show a strong preference for pro football, soccer, and boxing
Figure 58: Likelihood of viewing sports programming among men, by race/Hispanic origin, April 2011-June 2012 77
Sports preferences greatly vary by language preference
Figure 59: Likelihood of viewing sports programming among men, by language spoken in the home, April
2011-June 2012
Media content
Hispanic men seek information on health, education, and parenting
Figure 60: Attitudes toward media content, by age, September 2012
Spanish-dominant Hispanic men express a greater need for education and parenting
Figure 61: Attitudes toward media content, by language spoken in the home, September 2012
Internet
Hispanic men are more likely to access the internet through smartphones
Figure 62: Devices used by men to access the internet, by race/Hispanic origin, September 2012
Bilingual Hispanic men are the most likely to go online via a smartphone
Figure 63: Devices used by men to access the internet, by language spoken in the home, September 2012
Figure 64: Univision UVideos App for Apple iPhone users
Hispanic men use the internet to be entertained
Figure 65: Types of activities or websites visited by internet users in the last 30 days, by race/Hispanic origin,
April 2011-June 2012
Spanish-dominant men are the least active internet users
Figure 66: Types of activities or websites visited by internet users in the last 30 days, by language spoken in
the home, April 2011-June 2012
Hispanic men are most likely to visit YouTube, Facebook, and Google
Figure 67: Websites visited in the last 30 days by Hispanic men who use the internet, by language spoken in
the home, April 2011-June 2012

MARKETING STRATEGIES
Key points
TV advertising
Chase
Figure 68: Chase bank, TV ad, November 2012
Walmart
Figure 69: Walmart Black Friday promotion, TV ad, November 2011
Valvoline NextGen
Figure 70: Valvoline NextGen motor oil, TV ad, November 2012
Cricket Wireless
Figure 71: Cricket wireless, TV ad, April 2012
Cheez-It
Figure 72: Cheez-It, TV ad, November 2012
Print
Rolling Stone
Figure 73: Rolling Stone magazine Latin section cover, November 2012
Online strategies
Head & Shoulders
Figure 74: Head and Shoulders for Men Lionel Messi promotion, November 2012
Integrated marketing strategies
Ford

U.S. HISPANIC POPULATION
Key facts
U.S. population by race/Hispanic origin
Figure 75: Population, by race/Hispanic origin, 1970-2020
Figure 76: Asian, Black, and Hispanic populations, 1970-2020
Figure 77: Population, by race/Hispanic origin, 2007-17
The Hispanic and non-Hispanic population
The Hispanic and total U.S. population by age
Figure 78: U.S. Hispanic population, by age, 2007-17
Figure 79: U.S. Population, by age, 2007-17
Generations
Hispanics by generation
Figure 80: Generations—Hispanics vs. non-Hispanics, 2011
Hispanic buying power
Figure 81: Top 10 states ranked by share of Hispanic buying power, 2012
Figure 82: Top 10 states ranked by value of Hispanic buying power, 2012
Hispanic income levels
Figure 83: Largest Hispanic states, by Hispanic disposable income, 2010
The Hispanic household
Figure 84: Average household size, by Hispanic origin/race of householder, 2002, 2010, and 2012
Figure 85: Households, by number of people in the household—Hispanics vs. all households, 2012
Figure 86: Households with children, by race/Hispanic origin of householder, 2012
Figure 87: Households, by race of householder and presence and ages of children, 2012
Hispanics by country of origin/heritage
Figure 88: Hispanic population, by type, 2000-10
Figure 89: Graph: Hispanics, by country of origin/heritage, 2010
Hispanics by geographic concentration
Figure 90: Largest Hispanic groups, by region, by country of origin/ancestry, 2010
Figure 91: Hispanic population, by region of residence, 2000-10
Figure 92: Graph: Hispanic population, by region, 2010
Figure 93: 10 places with highest number of Hispanics, 2010
Figure 94: 10 places with the largest share of Hispanics, 2010
States with the most Hispanic population growth
Figure 95: States ranked by change in Hispanic population, 2000-10
Figure 96: Five states with the greatest percentage of Hispanic growth, 2000-10
Key Hispanic metropolitan areas
Figure 97: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry,
2010
Figure 98: U.S. Hispanic households, by metropolitan status, 2006-11
Acculturation
What is acculturation?
Why is level of acculturation important?
Levels of acculturation
Figure 99: Hispanics, by acculturation and assimilation level, 1998-2008
What is retro-acculturation?

APPENDIX: OTHER USEFUL INFORMATION
Figure 100: Attitudes toward social sharing/networking websites, by age, April 2011-June 2012

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
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Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
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