米国におけるヒスパニック系人口の買い物と支出パターン

Abstract

The Hispanic market is among the fastest growing demographic segments in the United States, making it an enticing segment for many marketers and product developers.

By using both quantitative survey methods and qualitative observational methods, we discovered that the Hispanic demographic (like the United States as a whole) can be described as a "culture of many cultures" made up of many distinct subgroups. However, various segments of the Hispanics market do share beliefs and behaviors that can be leveraged to gain a deeper understanding of the segment and, ultimately, create communications and product offering that resonate with Hispanic consumers.

• How are the buying and shopping patterns of Hispanics and non-Hispanics similar and distinct from one another?
• What segments exist within the Hispanic demographic and how do marketers appeal to the various segments?
• What categories are most impacted by the growth of the Hispanics market?
• What channels do Hispanics tend to favor and why?
• Are Hispanics more open to advertising than non-Hispanics?

Our analysis addresses these questions and others to provide actionable insights to companies working within the Hispanic market.

Table of Contents

• Scopes and Themes
• What you need to know
• Definitions
• Resources used for The Consumer sections
• Abbreviations
• Terms
• Executive Summary
• Attracting and retaining Hispanic customers
• Larger grocery spend
• High concentration of children
• Lower incidence of computer ownership
• Receptive to marketing messages
• Demographics and acculturation
• Key demographic trends
• Age
• Income and HH size
• Heritage and nativity
• Language
• Metros with a high concentration of Hispanics
• Spending patterns
  • Figure 1: Spend, by major category--Hispanic vs non-Hispanic, 2006
• Shopping patterns
• Demographics of the Hispanic Consumer
• Demographics: Key points
• Size, growth and regionality
• Income, household size, age and education
• Urban markets with more than 30% Hispanics
  • Figure 2: Urban markets with high concentation of Hispanics, 2006
• Key demographic characteristics
  • Figure 3: Population, by Hispanic origin and race, 2002-12
• Most Hispanics are of Mexican heritage
  • Figure 4: Hispanics, by country of origin/heritage, 2006
• Most Hispanics were born in the U.S.
  • Figure 5: Native-born/foreign-born Hispanics, 2000 and 2006
• Hispanics have big families and household sizes
  • Figure 6: Hispanic households, by type, 2006
  • Figure 7: Average household size, by Hispanic origin/race of householder, 2001 and 2006
• The Hispanic population has a high concentration of children
  • Figure 8: Households, by presence and age of children and Hispanic origin, 2004
• Hispanics as a group are significantly younger than non-Hispanics
  • Figure 7: Average (mean) age of Hispanics, 1990-2012
  • Figure 9: Hispanic population, by age, 2003-13
• Hispanics have a high proportion of working adults
  • Figure 10: Labor force participation, by Hispanic origin, 2005
• Average household income of Hispanics is significantly lower than the national average
  • Figure 11: Median household income, by race and Hispanic origin of householder, 2006
  • Figure 12: Household income distribution, by Hispanic origin of householder, 2005
• Acculturation of the Hispanic Consumer
• Key points
• Rate of acculturation
• Computers, education and acculturation
• Key acculturation factors
• Elements of acculturation: Language, nativity and computers
  • Figure 13: Elements of acculturation among U.S. Hispanics aged 18+, language spoken and computer ownership, 2002 and 2007
  • Figure 14: Hispanic nativity rates, native- vs foreign-born, 1994-2013
  • Figure 14: Incidence of computer ownership--Hispanics vs. non-Hispanics, and native- vs foreign-born, May 2006-June 2007
  • Figure 15: Incidence of computer ownership among Hispanics, by language spoken, May 2006-June 2007
  • Figure 16: Incidence of computer ownership among Hispanics, by origin/heritage, May 2006-June 2007
• Intergenerational effects on acculturation
• Spanish and English speakers in the U.S. tend to exhibit different social values
• Spending Patterns
• Key findings and insights
• Annual spending by major category: Hispanics vs. non-Hispanics
  • Figure 17: Income before taxes--Hispanics vs. non-Hispanics, 2001-06
  • Figure 18: Total annual expenditures--Hispanics vs. non-Hispanics, 2001-06
• Food and beverage
  • Figure 19: Annual food expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 20: Index of annual food expenditures--Hispanics vs. non-Hispanics, 2004-06
• Apparel, footwear and related services
  • Figure 21: Annual apparel expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 22: Index of annual apparel expenditures--Hispanics vs. non-Hispanics, 2004-06
• Entertainment
  • Figure 23: Annual entertainment expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 24: Index of annual entertainment expenditures--Hispanics vs. non-Hispanics, 2004-06
• Education
  • Figure 25: Annual education expenditures--Hispanics vs. non-Hispanics, 2001-06
• Personal care
  • Figure 26: Annual personal care expenditures--Hispanics vs. non-Hispanics, 2001-06
• General Shopping Patterns
• Key findings and insights
• Hispanics are more likely to enjoy shopping
  • Figure 27: Affinity to and frequency of shopping--Hispanics vs. non-Hispanics, May 2006-June 2007
• Hispanics have an affinity for specialty stores that cater to Latinos
  • Figure 28: Store preferences and shopping habits--Hispanics vs. non-Hispanics, May 2006-June 2007
• Many Latinos prefer to shop with family members and friends
  • Figure 29: Shopping companion preferences--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 30: Shopping companion preferences, by language spoken, May 2006-June 2007
• Latinos of Cuban and Puerto Rican heritage exhibit similar shopping attitudes
  • Figure 31: Shopping attitudes, by Hispanic heritage, May 2006-June 2007
• Many Hispanics value taste, freshness and food safety slightly more
  • Figure 32: Influence of product quality attributes on food purchase, by nativity, 2008
  • Figure 33: Influence of product quality attributes on food purchase, by speak English well/very well vs. a little/not at all, 2008
• Shopping Patterns by Channel
• Most Hispanics do at least a third of their grocery shopping at bodegas
  • Figure 34: Proportion of grocery shopping at bodegas, by speak English well/very well vs. a little/not at all, 2008
  • Figure 35: Proportion of grocery shopping at bodegas, by nativity, 2008
  • Figure 36: Proportion of grocery shopping at bodegas, by years in the U.S., 2008
• Hispanics have higher per household monthly grocery expenditures than non-Hispanics
  • Figure 37: Average weekly grocery expenditure--Hispanics vs. non-Hispanics, May 2006-June 2007Figure 38: Average weekly grocery expenditures, by language spoken, May 2006-June 2007
  • Figure 39: Average weekly grocery expenditure--Moms vs. other Hispanics, May 2006-June 2007
• Overall, Hispanics shop more often for clothing, footwear and toys than non-Hispanics
  • Figure 40: Types of stores visited in previous three months--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 41: Types of stores visited in previous three months, by language spoken, May 2006-June 2007
• Hispanics are less likely than non-Hispanics to own a computer
• Hispanics and non-Hispanics use malls with similar frequency
• Hispanics tend to spend less on telephone and catalog purchases than non-Hispanics
  • Figure 42: Mail/phone orders in previous 12 months--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 43: Catalog orders in previous 12 months--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 44: Catalog orders, by heritage, May 2006-June 2007
  • Figure 45: Mail/phone orders, by heritage, May 2006-June 2007
• Advertising Attitudes and Activity
• Advertising attitudes
  • Figure 46: General attitudes toward advertising--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 47: Self-reported effect of advertising--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 48: Attitudes toward advertising and kids--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 49: Patterns of media usage, by media types--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 50: Attitudes toward advertising --native- vs. foreign-born Hispanics, May 2006-June 2007
  • Figure 51: Attitudes toward advertising, by language spoken, May 2006-June 2007
• Appendix: Sales sub-categories
  • Figure 59: Trended aggregate food expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 60: Trended aggregate housing expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 61: Trended aggregate apparel expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 62: Trended aggregate transportation expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 63: Trended aggregate healthcare expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 64: Trended aggregate entertainment expenditures--Hispanics vs. non-Hispanics, 2001-06