Hispanics

Drug Store News, Oct 10, 1994

In each year after 1995, projections say, the Hispanic population will add more people to America's population than any other group, including non-Hispanic whites. By 2010, this ethnic group is projected to be the second-largest-group in the United States.

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That means that today Hispanics represent one in 10 Americans; by the year 2050, they will represent one in five.

And the majority of the Hispanic population explosion is expected to come from natural increase (births minus deaths), rather than immigration.

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Despite the fact that the majority of Hispanics are native-born and regardless of length of residency among the Hispanic foreign-born population, nearly eight in 10 Hispanics speak a language other than English at home. Few speak English exclusively. Even among Hispanics with some college education or a degree, only 5 percent speak English exclusively. Over half speak Spanish and English equally.

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Given their choice, more than 50 percent of Hispanics prefer Spanish-language TV and radio programming over English-language programming.

According to Market Segment Research Inc., Hispanics tend to acculturate, not assimilate, meaning that this ethnic group isn't incorporated into the national culture. Rather the Hispanic culture is modified as it comes in contact with the national culture.

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Level of acculturation

                                       Puerto
                            Mexicans   Ricans   Cubans   Other
Extremely strong Hispanic
cultural identification        58        49       67      64
Moderately strong ties
to native culture              26        28       22      24
Less strong ties to
Hispanic culture               16        23       11      12

Source: Market Segment Research Inc.

Extremely strong Hispanic cultural identification: These Hispanics are almost exclusively Spanish-language speaking, live in areas more densely Hispanic, consume the most Spanish-language media and are lower on all social-economic indices. Their ties to their countries of origin remain strong.

Moderately strong ties to native culture: These Hispanics live in areas of moderate Hispanic density, have moderately strong ties to their native culture, consume moderate amounts of Spanish-language media and have average incomes.

Less strong ties to Hispanic culture: These Hispanics are almost exclusively English speaking, live in areas less densely Hispanic, have less strong ties to the Hispanic culture, consume the least amount of Spanish-language media and earn the highest incomes.

Language preference for TU and radio programming

                                           Central/
             Puerto                         South
             Ricans   Cubans   Mexicans   Americans
Spanish        41       65        56         61
English        27       12        20         17
Either one     32       23        24         22

Source: Market Segment Research Inc.

Number of hours watching/listening to TU/radio per week

                                Puerto
                     Mexicans   Ricans   Cubans   Other
Spanish television     16.2      15.5     18.1     16.1
English television     12.9      14.6     10.3     11.8
Spanish radio          16.7      12.6     16.0     13.0
English radio          10.8      14.0     9.5      12.0

Source: Market Segment Research Inc.

Coupon usage Used cents-off coupons in past 30 days: 63% Source of

coupons

                   General   Hispanic
In the newspaper     85         58
In the mail          29         55
In the store          5         15
On the shelf          3          2

Source: Market Segment Research Inc.

Opinions on shopping

Compared to the general market, Hispanics are equally willing to pay more for quality products. But many more Hispanics (70 percent vs. 53 percent of the general market) like to have information before purchasing a product. And Hispanics are more likely to shop for fun and not buy anything than the general market.

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