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6 Hispanic Use Of Media

6 Hispanic Use Of Media

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A survey by comScore (www.comscore.com) found that Hispanics are more

receptive to online advertising than are non-Hispanics. Responses of each group are

as follows:















I am more likely to remember the brands I see advertised

on my tablet than on offline media:

I am more likely to remember the brands I see advertised

on my smartphone than on offline media:

Digital customer reviews and posts from friends or fans

have compelled me to further inquire about the product

being discussed:

If online advertising speaks to me, I am inclined to visit the

website of the advertised brand:

Internet ads have motivated me to visit a retail store for the

product or service being advertised:



Hispanic



Non-Hispanic



46%



37%



38%



27%



38%



24%



38%



24%



38%



22%



63.7 Bicultural Hispanics

Findings in FOCUS: Latino, by Horowitz Research (www.horowitzresearch.com),

show that bicultural Latinos, defined as Hispanics who feel strong cultural ties to both

their U.S. and Hispanic identities, represent 53% of U.S. Hispanics. The study further

found this group to be more educated, higher earners compared to other Hispanics,

and younger overall.

_________________________________________________________________



“We typically define bicultural Hispanics as firstor second-generation U.S. citizens who grew up

here. This group has parents who immigrated to

the U.S. and were raised in either a purely

Spanish-speaking or bilingual household and

spent the majority of their life going to U.S. public

schools. They’ve grown up around American

customs and the English language since an early

age, but they’ve maintained their Hispanic

heritage and culture from their home life.”

Aleena Roeschley, Research Director

Communicus

eMarketer, 12/24/15

_________________________________________________________________



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According to a 2015 study by the Pew Research Hispanic Trends Project, 68%

percent of Hispanics ages 5 or older speak English very well, an increase from 59%

who spoke English proficiently in 2000.

The following is the language status of Hispanic-Americans ages 5 and older:

• Speak Spanish or another language at home and speak English very well:

41%

• Speak only English at home:

26%

• Speak Spanish or another language at home and speak English

less than very well:

26%

• Speak Spanish or another language at home and do not speak English:

7%

_________________________________________________________________



“Although most of the nation's Hispanics speak

Spanish at home, a growing share speak

English proficiently.”

Demo Memo, 5/18/15

_________________________________________________________________



Think Now Research (www.thinknowresearch.com) reported that Hispanic

Millennials consume media as follows:

• Both English and Spanish equally:

40%

• Mostly English:

20%

• English only:

16%

• Mostly Spanish:

16%

• Spanish only:

9%



63.8 Market Resources

Hispanic Fact Pack - 2016 Edition, Advertising Age, August 2016.

(http://adage.com/trend-reports/report.php?id=101)

FOCUS: Latino, Horowitz Associates, annual since 2001.

(www.horowitzresearch.com/services/studies/focus-latino)

Pew Research Center Hispanic Trends Project. (www.pewhispanic.org)

Statistical Portrait Of Hispanics In The United States, Pew Research Center Hispanic

Trends Project, April 2016.

(www.pewhispanic.org/2016/04/19/statistical-portrait-of-hispanics-in-the-united-states-key-charts/)

The Multicultural Economy, The Selig Center for Economic Growth at the University of

Georgia. (www.terry.uga.edu/selig/buying_power.html)



CONSUMER BEHAVIOR 2017-2018



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64

JEWISH-AMERICAN CONSUMERS



64.1 Overview

Jewish Americans, also called American Jews, include both those of Jewish faith

and people of Jewish ethnicity.

The American-Jewish population is composed predominantly of Ashkenazi Jews

and their U.S.-born descendants, comprising about 90% of the American Jewish

population.

_________________________________________________________________



“Secularism has a long tradition in Jewish life in

America, and most U.S. Jews seem to recognize

this: 62% say being Jewish is mainly a matter of

ancestry and culture, while just 15% say it is

mainly a matter of religion. Even among Jews

by religion, more than half (55%) say being

Jewish is mainly a matter of ancestry and

culture, and two-thirds say it is not necessary to

believe in God to be Jewish.”

A Portrait Of Jewish Americans

Pew Research

_________________________________________________________________



64.2 Profile

American Jewish Year Book 2016, 116th Edition, by Sergio DellaPergola (2016,

Springer Publishing) puts the core American Jewish population at 5,425,000.

The community self-identifying as Jewish by birth, irrespective of halakhic

(unbroken maternal line of Jewish descent or formal Jewish conversion) status,

numbers about 7 million, or 2.5% of the U.S. population.



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The nature of Jewish identity is changing in America. According to A Portrait Of

Jewish Americans, a report by the Religion & Public Life Project at Pew Research

Center (www.pewresearch.org), the percentage of U.S. adults who say they are Jewish

when asked about their religion has declined by about half since the late 1950s and

currently is a little less than 2%. Meanwhile, the number of Americans with direct

Jewish ancestry or upbringing who consider themselves Jewish, yet describe

themselves as atheist, agnostic or having no particular religion, appears to be rising and

is now about 0.5% of the U.S. adult population. Twenty-two percent (22%) of American

Jews now describe themselves as having no religion.

The changing nature of Jewish identity stands out sharply among generations.

Among Jewish Americans who are seniors, 93% identify as Jewish on the basis of

religion; only 7% describe themselves as having no religion. Among Jewish Americans

who are Millennials, 68% identify as Jews by religion, while 32% describe themselves

as having no religion as well as identify as Jewish on the basis of ancestry, ethnicity or

culture.

Within the community, intermarriage rates seem to have risen substantially.

Among Jewish Americans who have gotten married since 2000, 58% have a nonJewish spouse. Among those who got married in the 1980s, that figure was 42%.

Despite the changes in Jewish identity, 94% of American Jews say they are

proud to be Jewish.



64.3 Buying Power

According to the Pew Project on Religion and Public Life, 25% of Jewish

Americans report household incomes of over $150,000, compared to 8% of all U.S.

households. The higher incomes are, in part, because Jewish Americans are generally

better educated. While 27% of Americans have had college or postgraduate education,

59% of American Jews and 66% of Reform Jews have. Twenty-five percent (25%) of

American Jews hold a graduate degree, compared with 6% of the general American

population.



64.4 Population Centers

According to the Glenmary Research Center (www.glenmary.org), the following

are the metropolitan areas with the highest Jewish populations:

• New York, NY:

3,750,000

• Miami, FL:

535,000

• Los Angeles, CA:

490,000

• Philadelphia, PA:

285,000

• Chicago, IL:

265,000

• San Francisco, CA:

210,000

• Boston, MA:

208,000

• Washington, DC-Baltimore, MD:

165,000



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The counties with the largest Jewish population are as follows (Jewish as a

percentage of total population also given):























































































Los Angeles County, CA:

Kings County, NY:

New York County, NY:

Queens County, NY:

Cook County, IL:

Broward County, FL:

Nassau County, NY:

Palm Beach County, FL:

Miami-Dade County, FL:

Middlesex County, MA:

Suffolk County, NY:

Baltimore/Baltimore County, MD:

Westchester County, NY:

Rockland County, NY:

Philadelphia County, PA:

Montgomery County, MD:

Bergen County, NJ:

Bronx County, NY:

Cuyahoga County, OH:

Oakland County, MI:

Essex County, NJ:

Clark County, NV:

San Diego County, CA:

Fulton County, GA:

Monmouth County, NJ:

Montgomery County, PA:

Santa Clara County, CA:

San Francisco County, CA:

St. Louis County, MO:

Middlesex County, NJ:

Norfolk County, MA:

Denver County, CO:

Camden County, NJ:

Bucks County, PA:

Allegheny County, PA:

Richmond County, NY:

Morris County, NJ:

Alameda County, CA:

Hennepin County, MN:

Union County, NJ:

Hartford County, CT:

New Haven County, CT:



Total



Percentage



564,700

379,000

314,500

238,000

234,400

213,000

207,000

167,000

124,000

113,700

100,000

94,500

94,000

90,000

86,600

83,800

83,700

83,700

79,000

77,200

76,200

75,000

70,000

65,900

65,000

59,550

54,000

49,500

47,100

45,000

38,300

38,100

38,000

34,800

34,600

33,700

33,500

32,500

31,600

30,100

30,000

28,900



5.9%

15.4%

20.5%

10.7%

4.4%

13.1%

15.5%

14.8%

5.5%

7.8%

7.0%

7.7%

10.2%

31.4%

5.7%

9.1%

9.5%

6.3%

5.7%

6.5%

9.6%

5.5%

2.5%

8.1%

10.6%

7.9%

3.2%

6.4%

4.6%

6.0%

5.9%

6.6%

7.1%

5.8%

2.7%

7.6%

7.1%

2.3%

2.8%

5.8%

3.5%

3.5%



CONSUMER BEHAVIOR 2017-2018



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64.5 Market Resources

A Portrait Of Jewish Americans, Pew Research Religion & Public Life Project.

(www.pewforum.org/2013/10/01/jewish-american-beliefs-attitudes-culture-survey/)

American Jewish Year Book 2016, Springer Publishing, 2016.

(http://www.springer.com/us/book/9783319245034)

The Jewish Center, 131 West 86th Street, New York, NY 10024. (212) 724-2700.

(www.jewishcenter.org)



CONSUMER BEHAVIOR 2017-2018



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65

MUSLIM-AMERICAN CONSUMERS



65.1 Overview

Because the United States does not track population by religion in its Census,

there is no recognized source of data on the U.S. Muslim population.

According to the Gallup Organization (www.gallup.com), American Muslims are

one of the most racially diverse religious groups in the United States.

Twenty-four percent (24%) of Arab Americans are Muslim. Census 2010

reported 1.52 million Arab Americans.

Native-born American Muslims are mainly African Americans who make up

about a quarter of the total Muslim population. Many have converted to Islam during

the last seventy years.



65.2 Profile

Self-Described Religious Identification of Adult Population, published by the

Census Bureau in 2012, listed 2.6 million Americans of Muslim faith in 2008 (most

recent data available).

A 2011 assessment by Pew Research Center (www.pewresearch.org) placed the

number at 2.8 million.

According to the study Muslim Americans: Middle Class and Mostly Mainstream,

by Pew Research Center, of all Muslim Americans, 65% are foreign-born, with about

34% of Pakistani or South Asian origin and 26% of Arab origin. Of U.S.-born Muslims,

25% are African American. Of all U.S.-born Muslims, 21% converted to Islam, 14%

were raised Muslim.

The percentage of foreign-born U.S. Muslims by country of origin is as follows:

• Iran:

12%

• Pakistan:

12%

• India:

7%

• Lebanon:

6%

• Bangladesh:

5%

• Afghanistan:

4%

• Bosnia & Herzegovina:

4%

• Iraq:

4%

• Jordan:

3%

• Palestinian territories:

3%

• Morocco:

3%



CONSUMER BEHAVIOR 2017-2018



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Africa (unspecified):

Egypt:

Israel:

Saudi Arabia:

Somalia:

Sudan:

Other:



2%

2%

2%

2%

2%

2%

19%



The makeup of the Muslim-American population is as follows:

Gender

• Male:

54%

• Female:

46%

Age

• 18-to-29:

• 30-to-49:

• 50-to-64:

• 65 and older:



29%

48%

18%

5%



Muslim Americans, a 2011 report by Pew Research Center, provides the

following profile of Muslim Americans:

• A majority of Muslim Americans (56%) say that most Muslims who come to the U.S.

want to adopt American customs and ways of life; just 20% say that Muslims in this

country want to be distinct from the larger American society.

_________________________________________________________________



“When it comes to many aspects of American

life, Muslim Americans look similar to the rest of

the public. Comparable percentages say they

watch entertainment television, follow

professional or college sports, recycle

household materials, and play video games.”

Pew Research Center

_________________________________________________________________









U.S. Muslims are about as likely as other Americans to report household incomes of

$100,000 or more (14% of Muslims, compared with 16% of all adults).

Overall, 46% say they are in excellent or good shape financially; among the general

public, 38% say this.



CONSUMER BEHAVIOR 2017-2018



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Muslim Americans are as likely as the public overall to have graduated from college

(26% of Muslims vs. 28% among the general public).

Because as a group Muslim Americans are younger than the general public, twice

as many report being currently enrolled in a college or university class (26% vs.

13%). Similar numbers of Muslim Americans and members of the general public

report being self-employed or owning a small business (20% for Muslim Americans,

17% for the general public).



65.3 Buying Power

The buying power of Muslim Americans is more than $170 billion a year,

according to JWT (www.jwt.com).



65.4 Population Centers

According to Pew Research Center, the following are the most populous U.S.

regions with Muslim-Americans residents:

• South:

32%

• Northeast:

29%

• Midwest:

22%

• West:

18%

According to the 2010 U.S. Religious Census, by the Association of Statisticians

of American Religious Bodies (www.asarb.org), the counties with the largest Muslim

populations are as follows:

• Cook (Illinois):

201,152

• Harris (Texas):

117,148

• Kings (New York):

95,126

• Dallas (Texas):

84,256

• Queens (New York):

81,456

• Los Angeles (California):

69,080

• Warren (Michigan):

67,775

• DuPage (Illinois):

59,821

• Fairfax (Virginia):

50,108

• New York (New York):

42,545



65.5 Market Resources

American Muslim Consumer Conference. (www.americanmuslimconsumer.com)

Muslim American Outreach, Allied Media Corporation. (www.allied-media.com/

muslim_americans/Public_Relations_Muslim_American_Community_Outreach.html)

The Muslim Journal (www.muslimjournal.com)



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66

NATIVE-AMERICAN CONSUMERS



66.1 Overview

According to the Office of Management and Budget (www.omb.gov), American

Indian or Alaska Native refers to a person as having ethnic origin from any of the

original peoples of North and South America (including Central America) and who

maintains tribal affiliation or community attachment.

Native Americans are the indigenous peoples within the boundaries of the

present-day United States, including those in Alaska and Hawaii. They are composed

of numerous distinct tribes and ethnic groups, many of which survive as intact political

communities.

According to interviews conducted by the Census Bureau, most with an

expressed preference refer to themselves as ‘American Indians’ or simply ‘Indians’; this

term has been adopted by major media and some academic groups, but does not

traditionally include Native Hawaiians or certain Alaska Natives, such as Aleut, Yup’ik,

or Inuit peoples.



66.2 Profile

Census 2010 counted 2.9 million people, or 0.9% of the total U.S. population, of

American-Indian- or Alaska-Native-only ancestry. An additional 2.3 million people

reported their ethnicity as American Indian or Alaska Native as well as one or more

other races. Combined, 5.3 million American Indians or Alaska Natives were counted,

representing 1.7% of the population.

The 2014 American Community Survey, published in November 2015 by the

Census Bureau, reported the nation’s population of American Indians and Alaska

Natives, including those of more than one race, at 5.4 million. They made up about 2%

percent of the total population. Of this total, about 48% were American Indian and

Alaska Native only, and about 52% were American Indian and Alaska Native in

combination with one or more other races.

The Census Bureau projects the population of American Indians and Alaska

Natives, alone or in combination, in 2060 at 10.2 million. This will constitute 2.4% of the

total U.S. population.

According to the American Community Survey, there are 1,122,043 American

Indian and Alaska Native family households. Of these, 54.7% were married-couple

families, including those with children.



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The median age of the American Indian and Alaska Native population is 31.0

years; 437,339 are age 65 and over. This compares with a median age of 37.4 for the

U.S. population as a whole.

Seventy-eight percent (78%) of single-race American Indians and Alaska Natives

25 and older have at least a high school diploma, GED certificate, or alternative

credential; 14% have obtained a bachelor’s degree or higher. For the overall U.S.

population, these figures are 86% and 29%, respectively.

The Bureau of Indian Affairs (www.bia.gov) recognized 566 Indian tribes at yearend 2015. The Cherokee is the largest tribe, with 819,000 individuals; it has 284,000

full-blood individuals. The Navajo, with 286,000 full-blood individuals, is the largest

tribe if only full-blood individuals are counted; the Navajo are the tribe with the highest

proportion of full-blood individuals, 86.3%.

Twenty-nine percent (29%) of single-race American Indians and Alaska Natives

live in poverty. For the nation as a whole, the poverty rate is 16%.

According to the U.S. Department of Health and Human Services, 14% of Native

Americans are in poor or fair health, compared with 10% of the overall population.

Twenty-seven percent (27%) of Native Americans lack health insurance, compared with

17% of the overall population.



66.3 Buying Power

In 2014, the median household income of single-race American Indian and

Alaska Native households was $45,968. This compares with $66,877 for all U.S.

households.

The Selig Center for Economic Growth at the University of Georgia

(www.selig.uga.edu) estimates Native-American buying power as follows:

Spending













1990:

2000:

2009:

2014:



$20 billion

$39 billion

$65 billion

$83 billion



Pct. of Consumer Spending



0.5%

0.5%

0.6%

0.6%



The Selig Center notes that the growth in Native American buying power is

supported by rapid population growth and growth in the number of Native-Americanowned businesses.

The following states have the largest marketshare of Native-American buying

power:

• California:

$9.4 billion

• Oklahoma:

$6.5 billion

• Texas:

$4.9 billion

• Arizona:

$3.9 billion

• New Mexico:

$2.6 billion

• Washington:

$2.5 billion

• Florida:

$2.5 billion



CONSUMER BEHAVIOR 2017-2018



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