ヒスパニック系アメリカ人向け市場：将来予測（第4版）

The U.S. Hispanic Market: Looking to the Future

The explosive growth of the U.S. Hispanic market over the past two decades has been fueled by a massive influx of Latino immigrants in search of the American dream. As time goes on, however, a greater and greater percentage of Hispanic population growth will come from Latinos born in the United States. The strategic implications of this ongoing demographic shift provide the unifying theme of the 2003 edition of Packaged Facts U.S. Hispanic Market. The report takes an in-depth look at the impact of this fundamental change in the Hispanic population in the United States in areas such as cultural identity, language preferences, media choices, and advertising strategies.

This Packaged Facts report provides an up-to-date analysis of nearly 40 million Hispanic consumers, now the largest minority group in the United States. The report begins with key demographic highlights of the Hispanic population, including population growth trends and employment and income patterns. The report continues with a series of chapters designed to help marketers understand critical aspects of the consumer behavior of Hispanics. These chapters include analyses of Hispanic consumer expenditure patterns; the impact of cultural identity and nationality on Latino consumer behavior; Hispanic families and their children as a driving market force; and the growing market significance of the next generation of Hispanics. The report then provides an overview of marketing and advertising trends in the Hispanic market and an assessment of media usage by Latinos. The final section of the report includes chapters providing insights into ongoing changes within the Hispanic market, including a projection of Latino buying power through 2008, an analysis of population shifts affecting the Hispanic market, an assessment of current trends and marketing opportunities, and a look into the Hispanic market of the future.

Report Methodology

The information in The U.S. Hispanic Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in Hispanic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2003.

About the Authors

Dr. Robert Brown and Ms. Ruth Washton have written 17 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report

The U.S. Hispanic Market is a forward-looking look at the wildly diverse market represented by the Hispanic population. Identify the enduring cultural values driving the consumer behavior of Latino families. Learn what Cubans in Miami, Mexicans in Los Angeles, and Dominicans in New York have in common…and how they differ. Discover how the next generation of Latinos is changing Hispanic media and marketing. Find out how the new geography of the Hispanic market is creating growth areas for marketers. The report addresses the following segments:

• The Hispanic Population Today(including population patterns, economic profiles and social issues affecting Latinos)
• Consumer Behavior
• Language, Identity and Culture (and how they affect consumer behavior)
• Nationality and the Latino Consumer
• Families and Younger Latinos
• Marketing to the Hispanic Consumer (including advertising trends and media usage)
• The Changing Shape of the Hispanic Market (including buying power and new geographic patterns)

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report

If your company is already competing in the Hispanic market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the Hispanic American market, as well as market growth and trends through 2008. Contributing to that understanding will be a complete analysis of data from published and trade sources, a detailed discussion of the Hispanic market based on Simmons data, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of largest minority group in the country.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for Hispanic Americans.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting Hispanic Americans.
• Advertising agencies working with clients in the industries chasing Hispanics to help understand the product buyer to develop messages and images that compel Hispanic Americans to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Executive Summary

Section 1: The Hispanic Population Today

Chapter 2: Hispanic Population Patterns

• Size and Growth
• Current Geographic Distribution
• Gender and Age Structure

Chapter 3: Economic Profile of Hispanics

• Income
• Employment and Occupational Patterns
• Home Ownership

Chapter 4: Social Issues Affecting Latinos Today

• Access to Health Care and Health Insurance
• Education
• Discrimination
• Section 2: Understanding the Hispanic Consumer

Chapter 5: Overview of Hispanic Consumers

• Profile of Hispanic Consumer Units
• Consumer Expenditure Trends

Chapter 6: Language, Identity, and Culture?Getting Behind the Behavior of Hispanic Consumers

• Comparison of U.S. and Foreign-Born Latinos
• Language and the Hispanic Consumer
• Acculturation and Assimilation among Latinos Today
• Core Values of Hispanics
• The Importance of Family
• Following The Immigrant Dream
• Liberal Political Beliefs and Conservative Social Values
• Cultural Identity and Consumer Behavior
• Brand Loyalty Issues
• Shopping Behavior and Buying Patterns
• Implications for Hispanic Marketing Strategies

Chapter 7: Nationality and the Latino Consumer?What Cubans in Miami, Mexicans in Los Angeles, and Dominicans in New York Have in Common….and How They Differ

• A New Look at Census 2000 and Hispanic National Groups
• Significance of Race and National Origin among Hispanics
• Comparison of Major Hispanic Groups?Mexicans, Puerto Ricans, Cubans, Central and South Americans
• Size of Population and Major Population Centers
• Household Structure
• Educational Achievement
• Income and Employment
• Impact of Nationality on Major Hispanic Markets
• Implications of National Identity for Hispanic Marketing Strategies

Chapter 8: Hispanic Families and Their Kids?Understanding The Driving Force of the Hispanic Market

• Family Structure
• Profile of Hispanic Parents
• Family Environment of Latino Kids
• Consumer Behavior within the Latino Family
• Latino Family Values and Consumer Behavior
• Impact of Latino Kids on Family Consumer Behavior
• Implications for Hispanic Marketing Strategies

Chapter 9: In Search of the Next Generation?How Younger Latinos Are Changing Hispanic Media and Marketing

• Growing Numerical Importance of Younger Generation of Hispanics
• Increasing Cultural Influence of the New Hispanic Generation
• Emerging Responses of Hispanic Media and Marketers
• Implications for the Future of the Hispanic Market
• Section 3: Marketing to the Hispanic Consumer

Chapter 10: Marketing and Advertising Trends

• Strategic Issues
• Marketing and Promotional Approaches
• Overview
• Examples of Hispanic Marketing Programs
• Advertising Strategies and Campaigns
• Advertising Receptivity among Latino Consumers
• Examples of Hispanic Advertising Campaigns

Chapter 11: Hispanics and the Media

• The Move toward Consolidation within Hispanic Media
• Language Issues and Hispanic Media Usage Patterns
• Overview of Print Media
• Radio and Television
• Section 4 The Changing Shape of the Hispanic Market

Chapter 12: Hispanic Buying Power

• Factors Affecting Buying Power of Latinos
• Historical Trends
• Projected Buying Power 2003-2008

Chapter 13: The New Geography of the Hispanic Market?The Emerging Latino Diaspora in the United States

• The Mexicanization of the Hispanic Market
• Emerging Growth Areas

Chapter 14: Trends and Opportunities?Present and Future

• Current Trends and Marketing Opportunities
• The Hispanic Market of the Future