ThinkNow Research - Affluent Hispanics... They've Got Money and They Spend It!

Affluent Hispanic

Entertainment and Brands

2014

U.S. Hispanic consumers continue to grow in numbers and flex

their spending power. This growth is having repercussions across

all levels of the socio-economic spectrum. Affluent Hispanics,

those earning $100K+ per year, are an interesting group in

particular because while they currently represent approximately

12.2% of Hispanic earners they punch above their weight as

compared to non-Hispanic affluents when it comes to contributing

to overall spending.

To better understand these differences we conducted a nationwide

survey to look at key Affluent Hispanic interests and spending

patterns.

Outline

Methodology

Detailed Findings

Appendix

Methodology

Methodology

Method Online survey via ThinkNow Research’s Omnibus Study

Sample SizeHispanics: n=2,021

Non-Hispanics: n=1,224

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as Non-Hispanic origin

• 18-64 years of age

Quotas/ Weighting

Quotas:

• Age bracket

• Gender balance

• Region

• Primary language spoken at home (Hispanics only)

Some light weighting applied to balance samples to U.S. Census data

with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing Omnibus surveys in 2014 (Feb-May’14)

Detailed Findings

Going to the movies, shopping, and having cable or

satellite TV are the top 3 mentioned items when we

asked respondents what they do as far as

entertainment.

Affluent Hispanics are more likely to take part in the

majority of entertainment activities compared to

affluent Non-Hispanics or non-affluent Hispanics.

60%

55%59%

46%49%

54%

49%47% 47%

38%

55% 56% 56%

42%

49%

40%

49%45%

42%

29%

Go to themovies

Shopping Have cable/satellite TV

WatchYouTube

videos

Cooking Play videogames

Read books Entertainingfriends/ family

at home

Visit themeparks

Havestreaming

videosubscription

Affluent Hispanics Affluent Non-Hispanics

Next, let's talk about entertainment. Which of the following do you do?

Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139)

and letters indicate statistically

significant difference (95% confidence)

Activity Spending

Top 10 ActivitiesAmong affluent groups ($100k+)

51%54%

50% 50%48%B

45%

41%

36%

32%29%

57%A

51%53%

48%

42%44%

41%38% 39%A

32%

60%A

55%

59%A

46%49%

51%49%AB

47% 47%AB

38%A

Go to themovies

Shopping Have cable/satellite TV

WatchYouTube

videos

Cooking Play videogames

Read books Entertainingfriends/ family

at home

Visit themeparks

Havestreaming

videosubscription

<$50K (A) $50K-$99K (B) $100K+ (C)


Base: All Respondents – Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)



Activity Spending

Top 10 ActivitiesAmong Hispanics

Affluent Hispanics are more likely to watch different

TV networks compared to non-affluent Hispanics.

This is true except with Telemundo and Univision.

These two networks are more likely to be viewed

among the less affluent Hispanics.

Which of the following channels have you watched this past week? Please select all that apply.




Broadcast Networks

56%

43%

45%

39%

23%

22%

60%

38%

50%

51%

1%

2%

ABC

FOX

CBS

NBC

Telemundo

Univision

Affluent Hispanics

Affluent Non-Hispanics

Watched in Past WeekAmong affluent groups ($100k+)





Broadcast Networks

Watched in Past WeekAmong Hispanics

40%

34%

33%

27%

28%

28%

53%A

41%A

42%A

35%A

22%A

23%A

56%A

43%A

45%A

39%A

23%AB

22%A

ABC

FOX

CBS

NBC

Telemundo

Univision

<$50K (A) $50K-$99K (B) $100K+ (C)





Cable TV

46%

40%

36%

29%

29%

36%

30%

36%

29%

28%

35%

26%

23%

25%

30%

25%

32%

12%

HBO

A&E

History Channel

TNT

Discovery Channel

USA

AMC

ESPN

SyFy

Affluent Hispanics


Watched in Past WeekAmong affluent groups ($100k+)





Cable TV

Watched in Past WeekAmong Hispanics

26%

25%

25%

24%

24%

24%

20%

19%

23%

36%A

33%A

31%A

30%A

28%A

25%A

30%A

29%A

22%A

46%A

40%A

36%A

29%A

29%AB

36%A

30%A

36%

29%

HBO

A&E

History Channel

TNT

Discovery Channel

USA

AMC

ESPN

SyFy

<$50K (A) $50K-$99K (B) $100K+ (C)

Affluent Hispanics are the most likely to follow,

watch, or attend a sporting even in the past 2 years.

This is true for every sport that we researched in this

study.

Please help us understand your level of interest in the following sports. Select all that apply.




Sports

SportsAmong affluent groups ($100k+)

85%

86%

77%

76%

65%

68%

66%

59%

60%

51%

60%

55%

6%

81%

75%

70%

72%

35%

62%

62%

38%

51%

46%

39%

46%

4%

NFL (National Football League)

Olympic Games

NBA (National BasketballAssociation)

MLB (Major League Baseball)

FIFA (Soccer)

NCAA Football

NCAA Basketball

MLS (Major League Soccer)

NHL (National Hockey League)

NASCAR

Tennis

Golf

Do not follow any of the above

53%

55%

43%

45%

33%

43%

38%

32%

29%

24%

31%

27%

17%

60%

49%

39%

43%

17%

38%

37%

17%

27%

22%

15%

24%

16%

AffluentHispanics


23%

14%

27%

30%

20%

22%

21%

19%

19%

15%

15%

13%

40%

20%

5%

16%

27%

6%

15%

11%

7%

15%

12%

5%

3%

50%

Attend in Past 2 Yrs

Follow Sport Watch on TV



Sports

SportsAmong Hispanics

59%

56%

50%

47%

42%

39%

36%

34%

27%

30%

24%

19%

19%BC

78%A

74%A

69%A

65%A

56%A

56%A

54%A

54%A

49%A

46%A

44%A

39%A

9%

85%AB

86%AB

77%AB

76%AB

65%AB

68%AB

66%AB

59%AB

60%AB

51%AB

60%A

55%AB

6%

NFL (National Football League)

Olympic Games

NBA (National BasketballAssociation)

MLB (Major League Baseball)

FIFA (Soccer)

NCAA Football

NCAA Basketball

MLS (Major League Soccer)

NHL (National Hockey League)

NASCAR

Tennis

Golf

Do not follow any of the above

39%

38%

29%

26%

25%

22%

20%

19%

13%

17%

13%

8%

33%BC

48%A

49%A

38%A

36%A

33%A

33%A

30%A

29%A

25%A

23%A

23%A

18%A

21%

53%A

55%A

43%A

45%AB

33%A

43%AB

38%AB

32%A

29%A

24%A

31%AB

27%AB

17%

<$50K (A)

$50K-$99K (B)

$100K+ (C)

8%

5%

11%

11%

6%

7%

8%

6%

6%

5%

3%

5%

72%BC

16%A

10%A

22%A

18%A

13%A

13%A

12%A

12%A

12%A

9%A

9%A

8%A

48%C

23%AB

14%A

27%A

30%AB

20%AB

22%AB

21%AB

19%AB

19%AB

15%AB

15%AB

14%AB

40%

Follow Sport Watch on TV Attend in Past 2 Yrs

Please help us understand your level of interest in the following sports. Select all that apply.


Similar to other categories researched in this study,

affluent Hispanics are more likely to own and plan to

purchase many high end brands.

24% 24% 23% 23% 26% 23% 21% 20% 21%28%

12% 11%16% 16% 14% 15% 12%

16% 14% 11%

Nike Adidas Hanes Dolce &Gabbana

Panasonic Wrangler Sony Chanel Dickies Cartier

Affluent Hispanics Affluent Non-Hispanics

75% 75%

65%

55%62%

58%49%

35%

46%40%

71%77%

69%

52%59% 58%

49%

26%

44%39%

Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover

Which of the following brands do you own or plan to purchase for yourself or your household?




Luxury Brands

Top 10 BrandsAmong affluent groups ($100k+)

Owned

Plan to Purchase in Next 3 Months

60% 59% 57%

44%40% 40%

35%30%

19% 20%

70%A65%A 64%A

51%A 51%A 50%A44%A

34% 36%A 32%A

75%A 75%AB

65%A

55%A62%AB

58%AB

49%A

35%

46%AB40%AB

Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover



Luxury Brands

Top 10 BrandsAmong Hispanics

21% 22%17% 17% 17% 17% 17% 16% 16% 15%

24% 23% 23%A 21%A 19% 19% 18% 19% 19% 18%24% 24% 23%A 23% 26%AB

23% 21% 20% 21%28%AB

Nike Adidas Hanes Dolce &Gabbana

Panasonic Wrangler Sony Chanel Dickies Cartier

<$50K (A) $50K-$99K (B) $100K+ (C)

Owned

Plan to Purchase in Next 3 Months



Appendix

35


Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139) Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)

Activity Spending

1-20 Affluent

Hispanic

Affluent

Non-

Hispanic

<$50k $50k-$99k $100k+

Go to the movies 60% 55% 51% 57% 60%

Shopping 55% 56% 54% 51% 55%

Have cable/satellite TV 59% 56% 50% 53% 59%

Watch YouTube videos 46% 42% 50% 48% 46%

Cooking 49% 49% 48% 42% 49%

Play video games 51% 40% 45% 44% 51%

Read books 49% 49% 41% 41% 49%

Entertaining friends/family at

home 47% 45% 36% 38% 47%

Visit theme parks 47% 42% 32% 39% 47%

Have streaming video

subscription 38% 29% 29% 32% 38%

Have a paid store

membership 42% 41% 20% 29% 42%

Attend live music concerts 45% 35% 19% 28% 45%

Visit museums/art galleries 32% 36% 20% 28% 32%

Go to church/participate in

church activities 26% 27% 22% 23% 26%

Gardening/Lawn care 40% 39% 18% 25% 40%

Gamble at casinos 33% 30% 17% 28% 33%

Go to bars/night clubs 27% 19% 19% 28% 27%

Couponing 21% 31% 22% 22% 21%

Camping 27% 19% 18% 25% 27%

Hiking 24% 28% 19% 24% 24%

21-39 Affluent

Hispanic

Affluent

Non-

Hispanic

<$50k $50k-$99k $100k+

Attend live sporting events 36% 32% 16% 25% 36%

Read daily newspaper 38% 33% 15% 22% 38%

Fishing 23% 21% 19% 22% 23%

Have a gym membership 40% 22% 12% 22% 40%

Go to the theater

(play/musical) 31% 30% 13% 18% 31%

Play team sports 23% 15% 12% 17% 23%

Wine tasting 21% 21% 11% 18% 21%

Charity/volunteer 17% 20% 8% 17% 17%

Learn a new language 11% 10% 11% 11% 11%

Have satellite radio 25% 21% 7% 14% 25%

Adult education/Continuing

education/Online courses 10% 5% 9% 11% 10%

Interior design/decorating 14% 17% 7% 9% 14%

Boating/sailing 13% 19% 6% 12% 13%

Tennis 15% 8% 5% 11% 15%

Hunting 10% 11% 6% 10% 10%

Golfing 17% 17% 4% 10% 17%

Attend a

symphony/orchestra 16% 11% 4% 8% 16%

Snorkeling/diving 12% 15% 5% 9% 12%

Snow sports (skiing,

snowboarding, etc.) 18% 7% 4% 9% 18%


Base: Affluent Hispanics (n=226), Affluent Non-Hispanics (n=139) Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)

TV Networks

1-25 Affluent

Hispanic

Affluent

Non-

Hispanic

<$50k $50k-$99k $100k+

ABC 56% 60% 40% 53% 56%

FOX 43% 38% 34% 41% 43%

CBS 45% 50% 33% 42% 45%

NBC 39% 51% 27% 35% 39%

HBO 46% 28% 26% 36% 46%

A&E 40% 35% 25% 33% 40%

History Channel 36% 26% 25% 31% 36%

TNT 29% 23% 24% 30% 29%

Discovery Channel 29% 25% 24% 28% 29%

Telemundo 23% 1% 28% 22% 23%

Univision 22% 2% 28% 23% 22%

USA 36% 30% 24% 25% 36%

AMC 30% 25% 20% 30% 30%

ESPN 36% 32% 19% 29% 36%

SyFy 29% 12% 23% 22% 29%

ABC Family 26% 19% 20% 26% 26%

TBS 27% 23% 20% 22% 27%

Food Network 23% 27% 19% 22% 23%

Cartoon Network 21% 9% 20% 20% 21%

Comedy Central 21% 19% 19% 21% 21%

Animal Planet 20% 12% 19% 22% 20%

FX 22% 19% 18% 22% 22%

CNN 28% 23% 14% 25% 28%

Lifetime 24% 14% 17% 18% 24%

MTV 21% 12% 17% 20% 21%

26-50 Affluent

Hispanic

Affluent

Non-

Hispanic

<$50k $50k-$99k $100k+

Nickelodeon 17% 12% 18% 18% 17%

National Geographic 19% 11% 15% 21% 19%

PBS 22% 15% 15% 17% 22%

TLC 15% 17% 15% 19% 15%

Disney Channel 15% 5% 15% 17% 15%

CW 13% 11% 16% 16% 13%

SPIKE 19% 11% 14% 16% 19%

E! 15% 9% 13% 16% 15%

HGTV 24% 25% 10% 18% 24%

Cinemax 16% 6% 12% 15% 16%

Fox News 21% 18% 11% 15% 21%

mun2 11% 1% 14% 13% 11%

Bravo 16% 16% 10% 16% 16%

Showtime 18% 14% 10% 16% 18%

CNN en Espanol 17% 1% 9% 15% 17%

Discovery en Espanol 11% 1% 11% 13% 11%

Travel Channel 18% 16% 9% 12% 18%

MundoFOX 15% 1% 9% 12% 15%

Hallmark 13% 14% 8% 11% 13%

ESPN Deportes 15% 1% 8% 10% 15%

Galavision 5% 1% 10% 7% 5%

Stars 11% 4% 5% 7% 11%

Other 4% 9% 6% 3% 4%

Do not watch television - 4% 5% 2% -

Fusion 4% 1% 2% 3% 4%


BaseAffluent Hispanics (n=226), Affluent Non-Hispanics (n=139) Hispanics; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)

Luxury Brands

Owned Affluent

Hispanic

Affluent

Non-

Hispanic

<$50k $50k-$99k $100k+

Sony 75% 71% 60% 70% 75%

Nike 75% 77% 59% 65% 75%

Hanes 65% 69% 57% 64% 65%

Panasonic 55% 52% 44% 51% 55%

Adidas 62% 59% 40% 51% 62%

Whirlpool 58% 58% 40% 50% 58%

Wrangler 49% 49% 35% 44% 49%

Dickies 35% 26% 30% 34% 35%

Coach 46% 44% 19% 36% 46%

Hoover 40% 39% 20% 32% 40%

Fossil 42% 36% 20% 30% 42%

Chanel 38% 28% 16% 26% 38%

Gucci 38% 29% 16% 25% 38%

Citizen 33% 27% 16% 23% 33%

Dolce & Gabbana 32% 21% 16% 22% 32%

Dior 37% 23% 13% 18% 37%

Tiffany & Co. 30% 28% 11% 21% 30%

Louis Vuitton 30% 19% 10% 19% 30%

Versace 24% 16% 10% 17% 24%

Prada 26% 19% 9% 17% 26%

Bulova 22% 16% 10% 16% 22%

Cartier 21% 12% 9% 15% 21%

Bulgari 14% 11% 6% 13% 14%

Paul Frank 14% 9% 6% 11% 14%

None of these 2% 5% 12% 6% 2%

Buy in Next 3 Months Affluent

Hispanic

Affluent

Non-

Hispanic

<$50k $50k-$99k $100k+

Nike 24% 12% 21% 24% 24%

Adidas 24% 11% 22% 23% 24%

Hanes 23% 16% 17% 23% 23%

Dolce & Gabbana 23% 16% 17% 21% 23%

Panasonic 26% 14% 17% 19% 26%

Wrangler 23% 15% 17% 19% 23%

Sony 21% 12% 17% 18% 21%

Chanel 20% 16% 16% 19% 20%

Dickies 21% 14% 16% 19% 21%

Cartier 28% 11% 15% 18% 28%

Hoover 24% 13% 15% 18% 24%

Versace 24% 13% 14% 20% 24%

Dior 19% 12% 14% 22% 19%

Tiffany & Co. 25% 12% 13% 22% 25%

Gucci 21% 11% 14% 22% 21%

Louis Vuitton 25% 14% 13% 20% 25%

Fossil 26% 11% 13% 20% 26%

Prada 23% 14% 13% 20% 23%

Whirlpool 28% 13% 14% 18% 18%

Coach 20% 14% 14% 18% 20%

Bulgari 29% 12% 12% 17% 29%

Citizen 22% 14% 12% 19% 22%

Bulova 26% 15% 12% 16% 26%

Paul Frank 25% 15% 11% 18% 25%

None of these 23% 47% 39% 31% 23%

Sample Profile

HispanicsNon-

Hispanics

Lower Income

Hispanics(HHI <$50k)

Upscale Hispanics

($50k-$99k)

Affluent Hispanics ($100k+)

Base (n=) 2021 1224 967 743 226

Gender:

Male 51% 49% 47% 58% 54%

Female 49% 51% 53% 42% 46%

Age:

18 to 24 20% 15% 26% 15% 9%

25 to 34 27% 20% 22% 34% 25%

35 to 44 24% 20% 22% 25% 30%

45 to 54 18% 23% 18% 16% 26%

55 to 64 11% 21% 12% 10% 10%

Mean age 37 41 37 37 40

Census Region:

Northeast 14% 19% 14% 15% 15%

Midwest 9% 24% 6% 12% 11%

South 36% 37% 42% 34% 24%

West 40% 20% 38% 40% 50%

Sample Profile

HispanicsNon-

Hispanics

Lower Income


Upscale Hispanics

($50k-$99k)


Base (n=) 2021 1224 967 743 226

Education:

Less than High School graduate 6% 3% 8% 2% 1%

High School Graduate/GED 22% 23% 31% 13% 7%

Some college/AA/Technical 39% 36% 42% 39% 28%

College graduate or more 32% 38% 19% 46% 64%

Household Income:

Less than $50,000 57% 45% 100% - -

$50,000 to less than $100,000 26% 29% - 100% -

$100,000 or more 12% 22% - - 100%

Prefer not to state 4% 4% - - -

Mean ($000) $60 $79 $26 $69 $200

Marital Status:

Married or living with partner 59% 57% 50% 71% 80%

Single, never married 31% 31% 37% 23% 15%

Separated/divorced/widowed 10% 12% 13% 6% 5%

Prefer not to answer 1% 1% 1% - -

Have Children <18 in HH 54% 41% 48% 61% 66%

Sample Profile

Hispanics

Lower Income


Upscale Hispanics

($50k-$99k)


Base (n=) 2021 967 743 226

Language Spoken at Home:

Spanish only 10% 11% 9% 10%

Spanish mostly 23% 23% 28% 26%

Spanish and English equally 29% 29% 29% 28%

English mostly 20% 20% 19% 17%

English only 18% 18% 14% 18%

Acculturation

Less acculturated 13% 15% 12% 9%

Bicultural 60% 57% 63% 65%

More acculturated 27% 28% 25% 26%

Born in U.S. 73% 68% 78% 77%

Born outside of U.S. 27% 32% 22% 23%

Country of Origin

Mexican/Mexican-American 57% 56% 65% 62%

Puerto Rican 15% 18% 12% 9%

South American 12% 11% 12% 16%

Cuban 8% 9% 7% 10%

Central American 8% 8% 7% 4%

Dominican 3% 4% 3% 1%

Quantitative Research

Carlos Yanez

818-843-0220 x110

[email protected]

Qualitative Research

Jairo Moncada

818-843-0220 x111

[email protected]

Panel

Gus Peña

818-843-0220 x107

[email protected]

Contact Info

Corporate

Mario X. Carrasco

Partner

818-843-0220 x101

[email protected]

Roy Eduardo Kokoyachuk

Partner

818-843-0220 x102

[email protected]

mailto:[email protected]





ThinkNow Research - Affluent Hispanics... They've Got Money and They Spend It!

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