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Hispanic Marketing: Addressing Acculturation
EPM Communications Inc, August 2009, Pages: 20
The U.S. Hispanic population, with almost $1 trillion in buying power, is the fastest-growing racial/ethnic group in the country. Hispanic Marketing: Addressing Acculturation delves into the acculturation factors that shape how U.S. Hispanics perceive your products, services, and marketing and advertising efforts.
Acculturation describes the process by which Hispanics assume the traditions and manners of expression of Americans, while also maintaining the traditions and identifiers related to their homelands.
In addition to a brief demographic overview of the U.S. Hispanic population, this executive briefing:
- Demonstrates how U.S. Hispanics' levels of acculturation affect their traditional Hispanic values.
- Illuminates the process by which Hispanics adopt (or avoid) American traditions.
- Reveals the nuances that affect their cultural identity, language and media preferences.
- Examines the conflict over assimilation vs. acculturation.
- Uncovers the trend toward “retro-acculturation” among Hispanic youth born and raised in the U.S. who want to explore their roots and adopt the traditions of their family's country of origin.
Hispanics can be anywhere along the scale of acculturation, regardless of when they arrived in the U.S.; whether they are young or old; no matter if they are of Mexican, Puerto Rican, Cuban, Central American or other origin; and whether they are English-dominant, bilingual, or Spanish-dominant at home.
Use Hispanic Marketing: Addressing Acculturation to insure that your new product introductions, positioning, advertising and marketing are relevant to this rapidly growing market.
Executive Summary
Section I: Demographic Snapshot Of The Hispanic Market
- Blacks, Asians, Hispanics To Become The Majority Of The U.S. Population in 2042
- Exhibit: U.S. Population, By Race/Ethnicity, 2008 vs. 2050
- Exhibit: Factors That Change The Population, Hispanic Vs. U.S. Overall, 2010-2050
- Hispanic Women Are More Educated Than Hispanic Men
- Exhibit: Hispanic Educational Attainment, Men Vs. Women
- Emerging Majority Men And Women In America
- Exhibit: Hispanic Americans, By Age And Gender
- Emerging Majorities Account For A Quarter Of U.S. Buying Power
- Top 10 Hispanic Markets Reveal The Diversity Of The Population
- Exhibit: Demographics Of The Top 10 Hispanic Markets In The U.S.
Section II: Hispanic Identity & Levels of Acculturation
- Defining Levels Of Acculturation
- Exhibit: Demographics Of Hispanics, By Level Of Acculturation
- Exhibit: Hispanic Americans, By Level Of Acculturation
- Exhibit: Hispanic Acculturation Segments, By Country Of Origin
- Defining Assimilation Versus Acculturation
- Retro-Acculturation: Young Hispanics Reconnect To Their Familial Heritage
- Immigrant Identity: Who Is Hispanic And Who Is American
- Exhibit: Hispanics Who Have Ever Described Themselves As American, By Length Of Time In The U.S.
Section III: Language & Values
- Hispanicsí English Ability Predictable Via Demographics
- Exhibit: Foreign-Born Hispanics With Limited Ability To Speak English, By Place Of Birth
- Exhibit: Hispanics Who Speak English Well, By Generation
- Exhibit: Hispanic English Fluency, By Years In The U.S.
- Hispanicsí Values Vary By Acculturation
- Exhibit: Hispanic Attitudes Toward Their Childrenís Values, By Generation
- Older Hispanics Embrace The Native Tongue And English As Essentials
- Fast Facts About Acculturated Hispanic Baby Boomers
- Exhibit: Boomersí Attitudes Toward Life, Bicultural And Acculturated Hispanics Vs. General Market
- Hispanic Boomers Spend To Improve Their Homes
- Exhibit: Baby Boomer Attitudes Toward Their Homes, Bicultural And Acculturated Hispanics Vs. General Market
- Exhibit: Baby Boomer Plans To Remodel Kitchens And Baths, Bicultural And Acculturated Hispanics Vs. General Market
- Acculturation Affects Hispanic Palates
- Latino Health Habits Vary By Acculturation Level
Section IV: Media
- Hispanic Boomers Lag In Tech Use, But Lead In Tech Spending
- Exhibit: Baby Boomer Attitudes Toward Technology, Bicultural And Acculturated Hispanics Vs. General Market
- Hispanicsí Language Preference In Media Varies By Content, Use, And Demographic Factors
- Exhibit: Hispanics Who Prefer English-Language Media, By Age
- Exhibit: Hispanics Who Prefer English-Language Media, By U.S. Region
- Hispanics Have Access To Spanish-Language TV, But Nearly All Watch English-Language TV Weekly
- Exhibit: Hispanic Weekly TV Viewing, Spanish-Language Vs. English-Language
- Exhibit: Hispanicsí Weekly Viewing Of Spanish-Language and English-Language TV, By Level Of Assimilation
- Hold The Line: English-Speaking Urban Latinos Lead Use And Spending For Telecom Services
- Exhibit: Hispanic Spending On Telecommunication Services, By Language Preference
- Exhibit: Ownership Of Handheld Devices With Internet And Video, Urban Residents Vs. English-Dominant Urban Hispanics
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