U.S. Market for Multicultural Women: How African-American, Latina and Asian-American Women Are Driving Change in the American Consumer Economy, The, 2nd Edition

U.S. Market for Multicultural Women: How African-American, Latina and Asian-American Women Are Driving Change in the American Consumer Economy, The, 2nd Edition published by Packaged Facts in September, 2009. This report consists of 232 pages and the price starts from US $ 3850.

Introduction

Abstract

Many Americans marveled in 2009 as an African-American woman assumed the duties of First Lady and a Latina donned the robes of a Supreme Court Justice. Yet, historians likely will find that Michelle Obama and Sonia Sotomayor were not only icons for multicultural women of their own generation in the first decade of the 21st century, but also were precursors of an emerging wave of increasingly empowered multicultural women in the decades to come. Already accounting for nearly a third of the women' s population, multicultural women will be in the majority in a little more than 30 years. Barely 20 years from now, multicultural women will predominate among 25- to 44-year-old women - those most heavily engaged in the life tasks of building careers, forming households and families and raising children.

Black, Hispanic, Asian-American and other multicultural women already wield buying power in excess of $1 trillion and are the primary decision-makers in the vast majority of their homes. This completely new Packaged Facts report provides marketing executives with a roadmap to tap into the growing economic clout of multicultural women.

The first chapters of the report provide an overview of market trends and opportunities and the buying power of multicultural women. The report continues with chapters on demographic trends affecting the multicultural women' s market, including population growth and economic and social trends. The next section of the report provides an in-depth analysis of the consumer behavior of multicultural women. It includes chapters on how multicultural women spend leisure time and manage and spend money. Other chapters profile their shopping behavior and their attitudes and behavior with respect to fashion, health and wellness and car ownership. The last chapter of the report analyzes media usage patterns and receptivity to advertising.

Research Methodology

This report is based on information collected directly from firms active in the multicultural women' s market as well as a comprehensive analysis of relevant industry and trade publications. The principal primary research source used in the report is the Experian Simmons Winter 2009 National Consumer Study. Census Bureau sources include the latest available population estimates and projections as well as data from the 2007 American Community Survey and March 2009 Current Population Survey. Other U.S. Government sources include the Consumer Expenditures Survey of the Bureau of Labor Statistics and the Office of Immigration Statistics.

Table of Contents

Chapter 1 Executive Summary

Introduction

• Background
• Overview of Report

Scope and Methodology

• Market Definition
• Methodology

Trends and Opportunities

• Multicultural Women Move toward Majority Status
• Multicultural Moms Drive Growth in Kids and Family Market
• Demographic Changes Create Dynamic Market
• Women Are in Charge of Multicultural Family Decision-Making
• Cultural Cross-Currents in Multicultural Women' s Market Test Marketers' Savvy
• Multicultural Women More Optimistic about Future of American Economy

Overview of the Market

• Population of Multicultural Women Nears 37 Million
• Buying Power of Multicultural Women Tops $1 Trillion
• African-American Women Have Highest Aggregate Buying Power
• Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014

Population Trends

• Multicultural Women Gain in Importance
• Hispanic Women Show Fastest Growth Rate
• Multicultural Women Drive Growth in U.S. Women' s Population
• Multicultural Women Projected to Form Majority in 2050
• Multicultural Women Younger than Non-Hispanic White Women
• Multicultural Women Significant Factor in Younger Age Groups
• Latinas Are the Youngest
• Many Regional Differences in Where Multicultural Women Live
• Multicultural Women Highly Urban

Social Trends

• African-American Women Least Likely to Marry
• One in Four Latinas Married by Age of 24
• Unmarried Mothers More Common among Hispanics and African Americans
• Latinas Set Pace for Number of Births
• Latinas More Likely to Have Three or More Children
• Half of African-American Households Headed by Women
• Multicultural Women Head Nearly Four Million Families with Children
• African-American Women Place Higher Value on Religion
• Multicultural Women in Forefront of 2008 Election

Economic Profile

• Latinas Underrepresented on College Campuses
• Asian-American Women Most Highly Educated
• Black and Hispanic Women Workers Hurt More by Recession
• Asian-American Women Most Likely to Work as Managers and Professionals
• Multicultural Women Highly Entrepreneurial
• Asian-American Women Top Earners
• Income and Earnings of Multicultural Women Kept Pace in Early 2000s
• One in Four Asian-American Women Has Income of $50,000 or More
• Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More

How Multicultural Women Spend Leisure Time

• Typical Week in the Life of Multicultural Women Varies Greatly
• Asian-American Women Concerned about Healthy Eating
• Frozen Dinners More Often on the Tables of African-American Women
• Gourmet Food Interests Multicultural Women
• Multicultural Women Try New Food Products but Stick to Old Recipes
• Multiple TVs Most Common in Households of African-American Women
• Multicultural Women Buy Music
• PCs in the Future of Many Multicultural Women
• Digital Divide Continues to Narrow
• Cellphones Becoming Universal Presence among Multicultural Women
• Latinas Have Highest Cellphone Bills
• Prepaid Calling Cards Much More Common
• Multicultural Women Often Go to the Movies
• Asian-American Women Frequent Flyers

How Multicultural Women Manage and Spend Money

• Multicultural Women More Driven by Material Goals
• Being in Debt Less of a Concern for Multicultural Women
• Financial Security a Problem for Black and Hispanic Women
• Asian-American Women More Likely to Use Credit Cards
• Multicultural Women More Likely to Distrust Banks
• Black and Hispanic Women Remain Underbanked
• Life Insurance Important to Black Women
• Asian-American Women Are Investors
• Multicultural Consumer Units More Likely to Be Headed by Women
• Hispanics Spend More on Food
• Asian Consumers Spend the Most on Women' s Apparel, Hispanics on Men' s Apparel
• Asians Spend the Most on New Cars
• African Americans Spend More on Consumer Electronics

Shopping Behavior

• Multicultural Women Like to Shop
• Asian-American Women More Price Sensitive
• Asian-American Women Like Incentive Offers
• Asian-American Women More Attuned to Environmental Concerns When Shopping
• African-American Kids Have More Influence on Shopping Decisions of Moms
• Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing
• African-American Women More Likely to Be Impulse Buyers
• Latinas Less Likely to Browse
• Asian-American Women Depend More on Online Shopping, African-American Women Like Catalog Shopping

Highlights of Consumer Behavior

• Multicultural Women Like to Shop for Clothes
• Black and Asian-American Women More Likely to Buy Dresses
• Many Differences in Use of Personal-Care Products
• Multicultural Women Willing to Pay More for Brand-Name Meds
• Alternative Medicine Favored
• Asian-American Women Want Safety and Comfort, African-American Women Want to Have Fun, When Driving Their Cars
• Auto Ownership Patterns Analyzed
• Asian-American Women Service Cars More Often
• Multicultural Women and the Media
• African-American Women Rely on Newspapers for Information
• Latinas Look to Magazines for Entertainment

Multicultural Women Less Likely to Multitask When Watching TV

• More African-American Women Invest in Premium Cable Channels
• Internet Has Major Impact on Media Habits of Asian-American Women
• Multicultural Women Have Positive Feelings about Advertising
• Multicultural Women Stay Tuned When TV Commercials Air
• Magazine Ads Capture Attention of Multicultural Women
• Multicultural Women Prime Targets for Outdoor Advertising
• Product Placement Works with Multicultural Women

Section I Overview

Chapter 2 Trends and Opportunities

Strategic Trends

• Multicultural Women Move toward Majority Status
• Figure 2-1: Population Increase 2010-2050, Multicultural vs. Non-Hispanic White Women
• Figure 2-2: Multicultural Women as Percent of Total U.S. Population of Women, 2010 vs. 2050
• Multicultural Women Will Predominate Sooner in Younger Age Groups
• Table 2-1: Multicultural Women as Percent of Total Women' s Population by Selected Age Groups and Years, 2010-2050
• Multicultural Moms Drive Growth in Kids and Family Market
• Figure 2-3: Number of Births, Multicultural vs. Non-Hispanic White Women, Selected Years 1990-2007
• Figure 2-4: Percent of Total U.S. Births to Multicultural Women, Selected Years 1990-2007
• Table 2-2: Changes in the Number of Multicultural and Non-Hispanic White Families with Children, 1999 vs. 2008
• Table 2-3: Number of Children Living in Family Households in 2008, Multicultural vs. Non-Hispanic White
• Table 2-4: Multicultural Children as Percent of Children under 5 Years of Age, Selected Years 2010-2050
• Demographic Changes Create Dynamic Multicultural Women' s Market
• Figure 2-5: Projected Population of Hispanic and African-American Women 20 Years Old and Over, Selected Years 2010-2050
• Women Are in Charge of Multicultural Family Decision-Making
• Research Questions Stereotypes

Marketing Trends

• Multiple Ethnic and National Segments Create Complicated Landscape for Marketers
• Cultural Cross-Currents in Multicultural Women' s Market Test Marketers' Savvy
• Table 2-5: Percent of Females Who Are Foreign-Born, by Age Group and Race and Hispanic Origin, 2007
• Table 2-6: Percent Speaking English less than "Very Well," by Age Group and Language Spoken at Home, 2007
• Psychographic Segmentation Important
• Ford Looks to Empower Hispanic and African-American Women
• Toyota and Lexus Court African-American Women
• Proctor & Gamble Supports African-American Women
• Rite Aid Reaches Out to Hispanic and African-American Women
• Unilever Continues to Help Latinas "Live Better"
• Companies Cater to Hispanic Moms

Market Opportunities

• Multicultural Women More Optimistic about Future of American Economy
• Table 2-7: Opportunities Related to Multicultural Women' s Views of the Economy and Personal Financial Situation
• Multicultural Moms Generate Opportunities
• Table 2-8: Selected Opportunities in Multicultural Women' s Market Related to Readership of Magazines for Parents
• Table 2-9: Selected Opportunities in Multicultural Women' s Market Related to Purchases of Children' s Clothing
• Multicultural Women Important to Home Electronics and Home Furnishings Retailers
• Table 2-10: Selected Opportunities in Multicultural Women' s Market Related to Home Electronics and Home Furnishings
• New Food Products Find Willing Buyers
• Table 2-11: Selected Opportunities in Multicultural Women' s Market Related to Eating at Home
• Movies Matter to Multicultural Women
• Table 2-12: Selected Opportunities in Multicultural Women' s Market Related to Movie Attendance
• Multicultural Women Vital to Many Family and Fast Food Restaurant Chains
• Table 2-13: Selected Opportunities in Multicultural Women' s Market Related to Visits to Family and Fast Food Restaurants
• Multicultural Women Prime Targets for Travel Industry
• Table 2-14: Selected Opportunities in Multicultural Women' s Market Related to Travel
• Many Retailers Find It Profitable to Cater to Multicultural Women
• Table 2-15: Selected Opportunities Related to Shopping Habits of Multicultural Women
• Multicultural Women Key Customers for Retailers of Dress Clothes
• Table 2-16: Selected Opportunities in Multicultural Women' s Market Related to Purchases of Women' s Apparel
• Multicultural Women Lucrative Part of Market for Personal-Care Products
• Table 2-17: Selected Opportunities in Multicultural Women' s Market Related to Use of Personal-Care Products
• Telecommunications Service Providers Find Receptive Buyers among Multicultural Women
• Table 2-18: Selected Opportunities in Multicultural Women' s Market Related to Telecommunications
• Untapped Opportunities for Financial Services Industry
• Table 2-19: Selected Opportunities in Multicultural Women' s Market Related to Financial Services
• Multicultural Women Important Prospects for Automakers
• Table 2-20: Selected Opportunities in Multicultural Women' s Market Related to Ownership and Maintenance of Automotive Vehicles
• Multicultural Women Open to Messages from Pharmaceutical Industry
• Table 2-21: Selected Opportunities in Multicultural Women' s Market Related to Health and Wellness

Chapter 3 Overview of the Market

Size of the Population of Multicultural Women

• Population of Multicultural Women Nears 37 Million
• Table 3-1: Population of U.S. Women 18 Years Old and Over by Race and Hispanic Origin, 2008
• African Americans and Hispanics Predominate
• Table 3-2: Population of Multicultural Women 18 Years Old and Over by Race and Hispanic Origin, 2008
• Mexicans Form Significant Majority of Population of Hispanic Women
• Table 3-3: Size of Women' s Population by Selected Hispanic National Segment, 2007
• Chinese and Filipinas Largest Asian-American Women' s Subgroups
• Table 3-4: Size of Asian-American Women' s Population by Subgroup, 2007

Buying Power of Multicultural Women

• How Packaged Facts Measures the Size of the Multicultural Women' s Market
• Buying Power of Multicultural Women Tops $1 Trillion
• Table 3-5: Buying Power of Women by Race and Hispanic Origin, 2009
• African-American Women Have Highest Aggregate Buying Power
• Table 3-6: Buying Power of Multicultural Women by Race and Hispanic Origin, 2009
• Buying Power of Multicultural Women Will Reach $1.4 Trillion in 2014
• Table 3-7: Projected Growth in Buying Power of Multicultural Women 18 Years Old and Over, 2009-2014
• Figure 3-1: Buying Power of Multicultural Women as Percentage of Total Buying Power of All U.S. Women, 2009 vs. 2014

Section II Demographic Highlights

Chapter 4 Population Trends

Population Growth Trends

• Multicultural Women Gain in Importance
• Table 4-1: Growth of the Female Population 18 Years Old and Over by Race and Hispanic Origin, 2000 vs. 2008
• Hispanic Women Show Fastest Growth Rate
• Table 4-2: Growth of the Population of Multicultural Women by Race and Hispanic Origin, 2000 vs. 2008
• Multicultural Women Drive Growth in U.S. Women' s Population
• Table 4-3: Growth in Population, Multicultural vs. Other Women 18 Years Old and Over, 2000 to 2008
• Multicultural Women Projected to Form Majority in 2050
• Table 4-4: Growth of the Female Population 20 Years Old and Over by Race and Hispanic Origin, 2010 vs. 2050
• Table 4-5: Growth in Population, Multicultural vs. Other Women 20 Years Old and Over, 2010 to 2050

Age Distribution

• Multicultural Women Younger than Non-Hispanic White Women
• Table 4-6: Population of U.S. Females by Selected Age Group, by Race and Hispanic Origin, 2008
• Multicultural Women Significant Factor in Younger Age Groups
• Figure 4-1: Multicultural Women as Percentage of Selected Age Groups within U.S. Women' s Population
• Latinas Are the Youngest
• Table 4-7: Median Age, Multicultural vs. Other Women, 2007

Where Multicultural Women Live

• Many Regional Differences in Where Multicultural Women Live
• Table 4-8: Population of U.S. Females by Region of Residence, 2008
• Multicultural Women Highly Urban
• Table 4-9: Population of U.S. Females by Metropolitan vs. Non-Metropolitan Residence, 2008
• New York Metro Area Has Largest Population of African-American Women
• Table 4-10: States with Largest Populations of African-American Women, 2007
• Table 4-11: Metro Areas with Largest Populations of African-American Women, 2007
• Nearly Half of Latinas Live in California and Texas
• Table 4-12: States with Largest Populations of Hispanic Women, 2007
• Table 4-13: Metro Areas with Largest Populations of Hispanic Women, 2007
• California Home to 35% of Asian-American Women
• Table 4-14: States with Largest Populations of Asian-American Women, 2007
• Table 4-15: Metro Areas with Largest Populations of Asian-American Women, 2007

Chapter 5 Social Trends

Marriage and Children

• African-American Women Least Likely to Marry
• Table 5-1: Marital Status of Females 15 Years Old and Over, Multicultural vs. Non-Hispanic White, 2008
• Table 5-2: Marital Status of Hispanic Women 15 Years Old and Over by National Segment, 2007
• Table 5-3: Marital Status of Asian-American Women 15 Years Old and Over by Subgroup, 2006
• One in Four Latinas Married by Age of 24
• Table 5-4: Marital Status of 18- to 44-Year-Old Women by Age Group and Race and Hispanic Origin, 2008
• Latinas Youngest to Marry
• Table 5-5: Median Age of Women at First Marriage, Multicultural vs. Non-Hispanic White, 2007
• Unmarried Mothers More Common among Hispanics and African Americans
• Table 5-6: Women 15 to 50 Years Old and Over Who Have Had a Birth in the Past 12 Months, by Age and Race and Hispanic Origin and Marital Status, 2007
• Table 5-7: Percent of Births to Unmarried Women by Race and Hispanic Origin, 2007
• Latinas Set Pace for Number of Births
• Table 5-8: Fertility Rates by Race and Hispanic Origin, 2007
• Table 5-9: Number of Births, by Race and Hispanic Origin of Mother, 2007
• Births Most Common among Mexican Women
• Table 5-10: Hispanic Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007
• Table 5-11: Asian-American Women Ages 15 to 50 Who Had a Child in Past 12 Months by Subgroup, 2007
• Latinas More Likely to Have Three or More Children
• Table 5-12: Distribution of 15 to- to 44-Year-Old Women by Average Number of Children Ever Born, by Age Group and Race and Hispanic Origin, 2007

Household Structure

• Half of African-American Households Headed by Women
• Table 5-13: Household Type by Race and Hispanic Origin, 2007
• Table 5-14: Number of Households with Women Living Alone by Race and Hispanic Origin, 2007
• Role of Women in Households Varies Widely Across National Subgroups
• Table 5-15: Profile of Hispanic Households by Selected National Segment, 2007
• Table 5-16: Profile of Hispanic Households by Selected National Segment, 2007
• Table 5-17: Profile of Asian-American Households by Subgroup, 2007
• Multicultural Women Head Nearly Four Million Families with Children
• Table 5-18: Number of Households Headed by Women by Race and Hispanic Origin and Type of Household, 2007
• Table 5-19: Number of Households Headed by Women with Children under 18 by Race and Hispanic Origin, 2007
• Multicultural Households Relatively Large
• Table 5-20: Average Household and Family Size, by Race and Hispanic Origin and National Subgroup, 2007

Social and Political Values

• African-American Women Place Higher Value on Religion
• Table 5-21: Attitudes toward Religion, Multicultural vs. Non-Hispanic White Women
• Multicultural Women in Forefront of 2008 Election
• Table 5-22: Percent of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin
• Table 5-23: Number of Women Voting in 2004 and 2008 Elections, by Race and Hispanic Origin
• Table 5-24: Growth in Number of Women Voters by Race and Hispanic Origin, 2004 vs. 2008

Chapter 6 Economic Profile

Educational Attainment

• Latinas Underrepresented on College Campuses
• Table 6-1: Percent of Women Enrolled in College or Graduate School by Race and Hispanic Origin, 2007
• Table 6-2: Percent of Hispanic Women Enrolled in College or Graduate School by Subgroup, 2007
• Table 6-3: Percent of Asian Women Enrolled in College or Graduate School by Subgroup, 2007
• Asian-American Women Most Highly Educated
• Table 6-4: Educational Attainment of Women 25 Years Old and Over, by Race and Hispanic Origin, 2007
• Table 6-5: Educational Attainment of Hispanic Women by Subgroup, 2007
• Table 6-6: Educational Attainment of Asian Women by Subgroup, 2007

Multicultural Women at Work

• Black and Hispanic Women Workers Hurt More by Recession
• Table 6-7: Women 20 Years and Over in the Labor Force by Race and Hispanic Origin
• Table 6-8: Number of Unemployed Women 20 Years and Over by Race and Hispanic Origin, 2007 vs. 2008
• Asian-American Women Most Likely to Work as Managers and Professionals
• Table 6-9: Occupations of Women 16 Years Old and Over by Race and Hispanic Origin, 2008
• Table 6-10: Percent of Hispanic Women Employed as Managers or Professionals by Subgroup, 2007
• Table 6-11: Percent of Asian Women Employed as Managers or Professionals by Subgroup, 2007
• Multicultural Women Highly Entrepreneurial
• Figure 6-1: Percent of Women Who Would Like to Set Up Their Own Business, Multicultural vs. non-Hispanic White

Income and Earnings of Multicultural Women

• Asian-American Women Top Earners
• Table 6-12: Mean Income and Earnings, Multicultural Women vs. Others, 2007
• Table 6-13: Mean Earnings of Hispanic Women Working Full-Time, Year-Round by Subgroup, 2007
• Table 6-14: Mean Earnings of Asian-American Women Working Full-Time, Year-Round by Subgroup, 2007
• Income and Earnings of Multicultural Women Kept Pace in Early 2000s
• Table 6-15: Mean Income of Females 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007
• Table 6-16: Mean Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin, 2002 vs. 2007
• Asian-American Women Rank Highest in Income
• Table 6-17: Distribution of Income of Women by Race and Hispanic Origin, 2007
• Table 6-18: Distribution of Earnings of Full-Time, Year-Round Female Workers 18 Years Old and Over by Race and Hispanic Origin
• Married Multicultural Women Have Highest Incomes
• Table 6-19: Mean Income of Women 18 to 64 Years Old, by Marital Status and Race and Hispanic Origin
• Education Raises Incomes of African-American Women
• Table 6-20: Mean Income of Full-time Female Workers 25 Years Old and Over, by Educational Attainment and Race and Hispanic Origin
• Nearly 4 Million Multicultural Women Have Incomes of $50,000 or More
• Table 6-21: Number of Multicultural Women with Income of $50,000 or More, 2007

Section III Consumer Behavior

Chapter 7 How Multicultural Women Spend Leisure Time

Overview

• Typical Week in the Life of Multicultural Women Varies Greatly
• Table 7-1: Average Hours Spent per Week in Primary Activities, Multicultural vs. White Women, 2008
• Hobbies and Leisure Activities Are Similar
• Table 7-2: Hobbies and Leisure Activities in Last 12 Months, Multicultural vs. Non-Hispanic White Women
• Eating at Home
• Kitchen Less Important to African-American Women
• Table 7-3: Attitudes toward Cooking, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Concerned about Healthy Eating
• Table 7-4: Attitudes toward Healthy Eating, Multicultural vs. Non-Hispanic White Women
• Frozen Dinners More Often on the Tables of African-American Women
• Table 7-5: Attitudes toward Prepared Foods, Multicultural vs. Non-Hispanic White Women
• Gourmet Food Interests Multicultural Women
• Table 7-6: Attitudes toward Food Styles, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Try New Food Products but Stick to Old Recipes
• Table 7-7: Attitudes toward Trying New Foods, Multicultural vs. Non-Hispanic White Women

Home Entertainment

• Books Important to Multicultural Women
• Figure 7-1: Percent of Women Buying Books in the Last 12 Months, Multicultural vs. Non-Hispanic White
• Multiple TVs Most Common in Households of African-American Women
• Table 7-8: Ownership of Television Sets, Multicultural vs. Non-Hispanic White Women
• Table 7-9: Ownership of DVD Players, Multicultural vs. Non-Hispanic White Women
• Figure 7-2: Percent of Women Owning DVRs, Multicultural vs. Non-Hispanic White
• Multicultural Women Buy Music
• Figure 7-3: Percent of Women Buying CDs in Last 12 Months, Multicultural vs. Non-Hispanic White
• Figure 7-4: Percent of Women Buying Music Downloads in Last 12 Months, Multicultural vs. Non-Hispanic White

Using the Internet

• PCs in the Future of Many Multicultural Women
• Table 7-10: Ownership of Personal Computers, Multicultural vs. Non-Hispanic White Women
• Figure 7-5: Percent of Women Planning to Buy a Personal Computer, Multicultural vs. Non-Hispanic White
• Digital Divide Continues to Narrow
• Table 7-11: Internet Use at Home, Multicultural vs. Non-Hispanic White Women
• Internet Usage Analyzed
• Table 7-12: Online Activities of African American Women in Last 30 Days
• Table 7-13: Online Activities of Hispanic Women in Last 30 Days
• Table 7-14: Online Activities of Asian-American Women in Last 30 Days
• Table 7-15: Online Activities of Non-Hispanic White Women in Last 30 Days
• Many Similarities in Websites Visited
• Table 7-16: Websites Visited in Last 12 Months by African-American Women
• Table 7-17: Websites Visited in Last 12 Months by Hispanic Women
• Table 7-18: Websites Visited in Last 12 Months by Asian-American Women
• Table 7-19: Websites Visited in Last 12 Months by Non-Hispanic White Women

Keeping in Touch with Family and Friends

• Cellphones Becoming Universal Presence among Multicultural Women
• Figure 7-6: Percent of Women Owning Cellphone, Multicultural vs. Non-Hispanic White
• Family Cellphone Plans Popular with Hispanic and Asian-American Women 139
• Table 7-20: Cellphone Plans, Multicultural vs. Non-Hispanic White Women
• Latinas Have Highest Cellphone Bills
• Table 7-21: Amount of Cellphone Bill Last Month, Multicultural vs. Non-Hispanic White Women
• Table 7-22: Additional Cellphone Services, Multicultural vs. Non-Hispanic White Women
• Hispanic and Asian-American Women Heavy Long-Distance Callers
• Table 7-23: Profile of Long-Distance Telephone Use, Multicultural vs. Non-Hispanic White Women
• Prepaid Calling Cards Much More Common
• Figure 7-7: Percent of Women with Telephone Credit Card or Prepaid Calling Card, Multicultural vs. Non-Hispanic White

Going Out

• Live Entertainment Events Popular
• Table 7-24: Attendance at Live Entertainment Events in Last 12 Months, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Are Frequent Moviegoers
• Table 7-25: Movie Attendance, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Frequent Family and Fast Food Restaurants
• Figure 7-8: Percent of Women Visiting Family Restaurants & Steak Houses, Multicultural vs. Non-Hispanic White
• Figure 7-9: Percent of Women Visiting Fast Food Restaurants, Multicultural vs. Non-Hispanic White
• Table 7-26: Fast Food Restaurants Visited the Most, Multicultural vs. Non-Hispanic White Women

Going on Vacation

• Hispanic and African-American Women Travel Less Often
• Table 7-27: Domestic Travel, Multicultural Women vs. Non-Hispanic White Women
• Asian-American Women Frequent Flyers
• Table 7-28: Travel Profile, Multicultural Women vs. Non-Hispanic White Women

Chapter 8 How Multicultural Women Manage and Spend Money

Managing Personal Finances

• Multicultural Women More Driven by Material Goals
• Table 8-1: Attitudes toward Money and Work, Multicultural vs. Non-Hispanic White Women
• Being in Debt Less of a Concern for Multicultural Women
• Table 8-2: Attitudes toward Spending, Saving and Debt, Multicultural vs. Non-Hispanic White Women
• Financial Security a Problem for Black and Hispanic Women
• Table 8-3: Financial Self Confidence, Multicultural vs. Non-Hispanic White Women
• Asian-American Women More Likely to Use Credit Cards
• Figure 8-1: Percent of Women Who Often Prefer to Use Cash for Things They Buy, Multicultural vs. Non-Hispanic White
• Table 8-4: Use of Credit Cards, Multicultural vs. Non-Hispanic White Women
• Table 8-5: Ownership and Use of ATM/Debit Cards, Multicultural vs. Non-Hispanic White Women
• Multicultural Women More Likely to Distrust Banks
• Figure 8-2: Percent of Women Who Are Uncomfortable Trusting Money to a Bank, Multicultural vs. Non-Hispanic White
• Black and Hispanic Women Remain Underbanked
• Table 8-6: Banking and Investments Currently Have, Multicultural vs. Non-Hispanic White Women
• African-American Women Likely to Have New Car Loans
• Table 8-7: Loans by Category, Multicultural vs. Non-Hispanic White Women
• Life Insurance Important to Black Women
• Figure 8-3: Percent of Women Agreeing It Is Important to Be Well-Insured with Life Insurance, Multicultural vs. Non-Hispanic White
• Table 8-8: Ownership of Insurance by Type of Insurance, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Are Investors
• Table 8-9: Ownership of Investments, Multicultural vs. Non-Hispanic White Women
• Sending Money More Common among Multicultural Women
• Table 8-10: Percent Sending Money in Last 12 Months, Multicultural vs. Non-Hispanic White

Expenditure Patterns of Multicultural Consumer Units

• Consumer Units Defined
• Multicultural Consumer Units More Likely to Be Headed by Women
• Table 8-11: Number and Percent of Consumer Units Headed by Women by Race and Hispanic Origin
• Table 8-12: Characteristics of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units
• Latinos Spend Greatest Share of After-Tax Income
• Table 8-13: Total Average Annual Expenditures of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units
• Hispanics Spend More on Food
• Table 8-14: Shares of Total Average Annual Consumer Expenditures Allocated to Food and Beverages, Multicultural vs. Non-Hispanic White Consumer Units
• Expenditure Patterns for Household Furnishings and Equipment Are Similar
• Table 8-15: Shares of Total Average Annual Consumer Expenditures Allocated to Household Furnishings and Equipment, Multicultural vs. Non-Hispanic White Consumer Units
• Figure 8-4: Percent of Women Spending $475 or More on Household Furnishings in Last 12 Months, Multicultural vs. Non-Hispanic White
• Asian Consumers Spend the Most on Women' s Apparel, Hispanics on Men' s Apparel
• Table 8-16: Shares of Total Average Annual Consumer Expenditures Allocated to Apparel and Services, Multicultural vs. Non-Hispanic White Consumer Units
• Asians Spend the Most on New Cars
• Table 8-17: Share of Total Average Annual Consumer Expenditures Allocated to Vehicle Purchases and Related Expenses, Multicultural vs. Non-Hispanic White Consumer Units
• African Americans Spend More on Consumer Electronics
• Table 8-18: Shares of Total Average Annual Consumer Expenditures Allocated to Entertainment, Multicultural vs. Non-Hispanic White Consumer Units
• Hispanics and Blacks Spend More on Personal-Care Products and Services
• Table 8-19: Shares of Total Average Annual Consumer Expenditures Allocated to Personal-Care Products and Services, Reading Materials, and Education, Multicultural vs. Non-Hispanic White Consumer Units .168
• Multicultural Consumers Spend Less on Health Care
• Table 8-20: Share of Total Average Annual Consumer Expenditures Allocated to Health Care, Multicultural vs. Non-Hispanic White Consumer Units

Chapter 9 Shopping Behavior

Overview

• African-American Women Are Early Adopters
• Table 9-1: Setting Trends and Influencing Others, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Like to Shop
• Table 9-2: Importance of Shopping, Multicultural vs. Non-Hispanic White Women
• Asian-American Women More Price Sensitive
• Table 9-3: Price Sensitivity, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Like Incentive Offers
• Table 9-4: Response to Incentive Offers, Multicultural vs. Non-Hispanic White Women
• Figure 9-1: Percent of Women Reporting Households Use Cents-Off Coupons, Multicultural vs. Non-Hispanic White
• Table 9-5: Type of Cents-Off Coupons Used, Multicultural vs. Non-Hispanic White Women
• Multicultural Women More Likely to Change Brands
• Table 9-6: Brand Awareness and Loyalty, Multicultural vs. Non-Hispanic White Women
• Asian-American Women More Attuned to Environmental Concerns When Shopping
• Table 9-7: Impact of Environmental Attitudes on Shopping Behavior, Multicultural vs. Non-Hispanic White Women
• African-American Kids Have More Influence on Shopping Decisions of Moms
• Table 9-8: Children' s Influence on Shopping Behavior, Married Multicultural vs. Married Non-Hispanic White Mothers
• Table 9-9: Children' s Influence on Shopping Behavior, Single Multicultural vs. Single Non-Hispanic White Mothers
• Hispanic Moms Indulge Their Kids
• Table 9-10: Attitudes toward Indulging Kids, Married Multicultural vs. Married Non-Hispanic White Mothers
• Table 9-11: Attitudes toward Indulging Kids, Single Multicultural vs. Single Non-Hispanic White Mothers

Shopping in Stores

• Hispanic and Asian-American Women See Shopping as Opportunity for Family Outing
• Table 9-12: Attitudes toward Shopping as a Social Experience, Multicultural vs. Non-Hispanic White Women
• African-American Women More Likely to Be Impulse Buyers
• Table 9-13: Attitudes toward Impulse Buying, Multicultural vs. Non-Hispanic White Women
• Latinas Less Likely to Browse
• Table 9-14: In-Store Shopping Behavior, Multicultural vs. Non-Hispanic White Women
• Convenient Location less of a Factor for African-American Women When Deciding Where to Shop
• Table 9-15: Criteria for Store Selection, Multicultural vs. Non-Hispanic White Women
• Shopping Patterns Vary across Multicultural Market Segments
• Table 9-16: Shopping Patterns, Multicultural vs. Non-Hispanic White Women
• Many Similarities in Choices of Department and Discount Stores
• Table 9-17: Leading Department/Discount Stores Shopped in Last 3 Months, Multicultural vs. Non-Hispanic White Women

Online and Catalog Shopping

• Asian-American Women Depend More on Online Shopping
• Table 9-18: Impact of the Internet on Shopping Behavior, Multicultural vs. Non-Hispanic White Women
• Figure 9-2: Percent Making a Purchase on the Internet in Last 12 Months, Multicultural vs. Non-Hispanic White
• African-American Women Like Catalog Shopping
• Figure 9-3: Percent Buying from a Catalog in Last 12 Months, Multicultural vs. Non-Hispanic White

Chapter 10 Highlights of Consumer Behavior

Fashion

• Multicultural Women Look to Make Fashion Statements
• Table 10-1: Attitudes toward Fashion and Style, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Like to Shop for Clothes
• Table 10-2: Attitudes toward Shopping and Buying Clothes, Multicultural vs. Non-Hispanic White Women
• Black and Asian-American Women More Likely to Buy Dresses
• Table 10-3: Clothing Items and Accessories Bought in Last 12 Months by African-American Women
• Table 10-4: Clothing Items and Accessories Bought in Last 12 Months by Hispanic Women
• Table 10-5: Clothing Items and Accessories Bought in Last 12 Months by Asian-American Women
• Table 10-6: Clothing Items and Accessories Bought in Last 12 Months by Non-Hispanic White Women
• Hispanic and African-American Women Choose Many of the Same Brands of Jeans
• Figure 10-1: Percent of Women Buying Jeans in Last 12 Months, Multicultural vs. Non-Hispanic White
• Table 10-7: Jeans Bought in Last 12 Months by African-American Women
• Table 10-8: Jeans Bought in Last 12 Months by Hispanic Women
• Table 10-9: Jeans Bought in Last 12 Months by Non-Hispanic White Women
• Many Differences in Use of Personal-Care Products
• Table 10-10: Use of Personal-Care Products, Multicultural vs. Non-Hispanic White Women

Health and Wellness

• Multicultural Women Less Likely to Have Ailments
• Figure 10-2: Percent of Women Reporting Any Ailment in Last 12 Months, Multicultural vs. Non-Hispanic White
• Table 10-11: Ailments in Last 12 Months of African-American Women
• Table 10-12: Ailments in Last 12 Months of Hispanic Women
• Table 10-13: Ailments in Last 12 Months of Non-Hispanic White Women
• Hispanic Women Less Likely to Have Regular Checkups
• Figure 10-3: Percent of Women Who Say They Have Regular Medical Checkups, Multicultural vs. Non-Hispanic White
• Table 10-14: Percent Consulting Health Professionals in Last 12 Months by Category of Professional, Multicultural vs. Non-Hispanic White
• Multicultural Women Willing to Pay More for Brand-Name Meds
• Figure 10-4: Percent of Women Taking Prescription Medicines in Last 12 Months, Multicultural vs. Non-Hispanic White
• Figure 10-5: Percent of Women Agreeing It Is Worth Paying More for Brand Prescription Medicines, Multicultural vs. Non-Hispanic White
• Pharmaceutical Advertising More Effective
• Figure 10-6: Percent of Women Who Always Look for the Most Advertised Medicines Available, Multicultural vs. Non-Hispanic White
• Multicultural Women See Pharmaceutical Companies as Useful Information Source
• Figure 10-7: Percent of Women Who Agree that Pharmaceutical Companies Are Useful Source of Information, Multicultural vs. Non-Hispanic White
• Less Reliance on Doctors
• Table 10-15: Degree of Trust in Physicians, Multicultural vs. Non-Hispanic White Women
• Alternative Medicine Favored
• Figure 10-8: Percent of Women Preferring Alternative Medicine to Standard Medical Practice, Multicultural vs. Non-Hispanic White
• Use of OTC Meds Less Common
• Table 10-16: Percent Using Over-the-Counter Medications, Multicultural vs. Non-Hispanic White
• Multicultural Women Less Likely to Take Vitamins
• Table 10-17: Attitudes toward Vitamins, Multicultural vs. Non-Hispanic White Women

Automotive

• Car Ownership Less Common among Black and Hispanic Women
• Figure 10-9: Percent of Women Who Own or Personally Lease a Vehicle, Multicultural vs. Non-Hispanic White
• When Driving Their Cars, Asian-American Women Want Safety and Comfort, African-American Women Want to Have Fun,
• Table 10-18: Reasons for Buying a Car, Multicultural vs. Non-Hispanic White Women
• Opinions on New and Used Cars Differ
• Table 10-19: Attitudes toward New and Used Cars, Multicultural vs. Non-Hispanic White Women
• African-American Women Look to American Cars, Asian-American Women Prefer Foreign Cars
• Table 10-20: Attitudes toward Foreign and Domestic Cars, Multicultural vs. Non-Hispanic White Women
• Auto Ownership Patterns Analyzed
• Table 10-21: Profile of Automobile Ownership, Multicultural vs. Non-Hispanic White Women
• Asian-American Women Service Cars More Often
• Table 10-22: Automotive Maintenance/Repair Service in Last 12 Months, Multicultural vs. Non-Hispanic White Women

Chapter 11 Multicultural Women and the Media

Print Media

• African-American Women Rely on Newspapers for Information
• Table 11-1: Attitudes toward Newspapers, Multicultural vs. Non-Hispanic White Women
• Table 11-2: Readership of English Language Newspapers, Multicultural vs. Non-Hispanic White Women
• Latinas Look to Magazines for Entertainment
• Table 11-3: Attitudes toward Magazines, Multicultural vs. Non-Hispanic White Women
• Magazine Preferences Listed
• Table 11-4: Most Popular Magazines of African-American Women
• Table 11-5: Most Popular English-Language Magazines of Hispanic Women
• Table 11-6: Most Popular English-Language Magazines of Asian-American Women
• Table 11-7: Most Popular Magazines of Non-Hispanic White Women

Television and Radio

• Multicultural Women Less Likely to Multitask When Watching TV
• Table 11-8: Attitudes toward Television, Multicultural vs. Non-Hispanic White Women
• More African-American Women Invest in Premium Cable Channels
• Table 11-9: Percent Receiving Premium Cable Channels, Multicultural vs. Non-Hispanic White
• Cable TV Preferences Analyzed
• Table 11-10: Most Popular Cable Television Channels of African-American Women
• Table 11-11: Most Popular English-Language Cable Television Channels of Hispanic Women
• Table 11-12: Most Popular English-Language Cable Television Channels of Asian-American Women
• Table 11-13: Most Popular Cable Television Channels of Non-Hispanic White Women
• Radio Less Popular
• Table 11-14: Attitudes toward Radio, Multicultural vs. Non-Hispanic White Women
• Radio Format Preferences Vary
• Table 11-15: Most Popular Radio Formats, Multicultural vs. Non-Hispanic White Women

Impact of the Internet on Traditional Media Usage

• Internet Has Major Impact on Media Habits of Asian-American Women
• Table 11-16: Impact of the Internet on Media Usage, Multicultural vs. Non-Hispanic White Women
• Online Media Choices Analyzed
• Table 11-17: Leading Online Media Activities, Multicultural vs. Non-Hispanic White Women

Receptivity to Advertising

• Multicultural Women Have Positive Feelings about Advertising
• Table 11-18: Attitudes toward Advertising in General, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Stay Tuned When TV Commercials Air
• Table 11-19: Attitudes toward Television Advertising, Multicultural vs. Non-Hispanic White Women
• Magazine Ads Capture Attention of Multicultural Women
• Table 11-20: Attitudes toward Magazine Advertising, Multicultural vs. Non-Hispanic White Women
• Multicultural Women Prime Targets for Outdoor Advertising
• Table 11-21: Receptivity to Outdoor Advertising, Multicultural vs. Non-Hispanic White Women
• Product Placement Works with Multicultural Women
• Table 11-22: Impact of Product Placement, Multicultural vs. Non-Hispanic White Women

Appendix: Addresses of Selected U.S. Multicultural Women' s Market Resources

Related Reports