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
Method Online survey via ThinkNow Research’s Omnibus Study
Sample Size
Hispanics: 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)

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 the
movies
Shopping Have cable/
satellite TV
Watch
YouTube
videos
Cooking Play video
games
Read books Entertaining
friends/ family
at home
Visit theme
parks
Have
streaming
video
subscription
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 Activities
Among 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 the
movies
Shopping Have cable/
satellite TV
Watch
YouTube
videos
Cooking Play video
games
Read books Entertaining
friends/ family
at home
Visit theme
parks
Have
streaming
video
subscription
<$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 Activities
Among 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 Week



Broadcast Networks
Among 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
Affluent Non-Hispanics



Cable TV
Among 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
Sports
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 Basketball
Association)
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%
Affluent
Hispanics
Affluent Non-
Hispanics
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
Sports
Among 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 Basketball
Association)
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 Brands
Owned
Plan to Purchase in Next 3 Months


60% 59% 57%
44%
40% 40%
35%
30%
19% 20%
70%A
65%A 64%A
51%A 51%A 50%A
44%A
34% 36%A 32%A
75%A 75%AB
65%A
55%A
62%AB
58%AB
49%A
35%
46%AB
40%AB
Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover
Luxury Brands
Top 10 Brands
Among 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

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
Hispanics
Non-
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
Hispanics
Non-
Hispanics
Lower
Income
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
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
Hispanics
(HHI <$50k)
Upscale
Hispanics
($50k-$99k)
Affluent
Hispanics
($100k+)
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
carlos@thinknowresearch.com
Qualitative Research
Jairo Moncada
818-843-0220 x111
jairo@thinknowresearch.com
Panel
Gus Peña
818-843-0220 x107
gus@thinknowresearch.com
Contact Info
Corporate
Mario X. Carrasco
Partner
818-843-0220 x101
mario@thinknowresearch.com
Roy Eduardo Kokoyachuk
Partner
818-843-0220 x102
roy@thinknowresearch.com

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