U.S. Market for Multicultural Women

Content

• 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
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 2-7: Opportunities Related to Multicultural Women's Views of The Economy and Personal Financial Situation
  • Multicultural Moms Generate Opportunities
  • List of Tables
  • 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
  • List of Tables
  • Table 2-10: Selected Opportunities in Multicultural Women's Market Related to Home Electronics and Home Furnishings
  • New Food Products Find Willing Buyers
  • List of Tables
  • Table 2-11: Selected Opportunities in Multicultural Women's Market Related to Eating at Home
  • Movies Matter to Multicultural Women
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 2-14: Selected Opportunities in Multicultural Women's Market Related to Travel
  • Many Retailers Find IT Profitable to Cater to Multicultural Women
  • List of Tables
  • Table 2-15: Selected Opportunities Related to Shopping Habits of Multicultural Women
  • Multicultural Women Key Customers for Retailers of Dress Clothes
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 2-18: Selected Opportunities in Multicultural Women's Market Related to Telecommunications
  • Untapped Opportunities for Financial Services Industry
  • List of Tables
  • Table 2-19: Selected Opportunities in Multicultural Women's Market Related to Financial Services
  • Multicultural Women Important Prospects for Automakers
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 3-1: Population of U.S. Women 18 Years Old and over by Race and Hispanic Origin, 2008
  • African Americans and Hispanics Predominate
  • List of Tables
  • 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
  • List of Tables
  • Table 3-3: Size of Women's Population by Selected Hispanic National Segment, 2007
  • Chinese and Filipinas Largest Asian-American Women's Subgroups
  • List of Tables
  • 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
  • List of Tables
  • Table 3-5: Buying Power of Women by Race and Hispanic Origin, 2009
  • African-American Women Have Highest Aggregate Buying Power
  • List of Tables
  • 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
  • List of Tables
  • Table 3-7: Projected Growth in Buying Power of Multicultural Women 18 Years Old and over, 2009-2014
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Figures
  • Figure 4-1: Multicultural Women as Percentage of Selected Age Groups within U.S. Women's Population
  • Latinas Are The Youngest
  • List of Tables
  • Table 4-7: Median Age, Multicultural vs. Other Women, 2007
  • Where Multicultural Women Live
  • Many Regional Differences in Where Multicultural Women Live
  • List of Tables
  • Table 4-8: Population of U.S. Females by Region of Residence, 2008
  • Multicultural Women Highly Urban
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 5-21: Attitudes toward Religion, Multicultural vs. Non-Hispanic White Women
  • Multicultural Women in Forefront of 2008 Election
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 7-1: Average Hours Spent per Week in Primary Activities, Multicultural vs. White Women, 2008
  • Hobbies and Leisure Activities Are Similar
  • List of Tables
  • 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
  • List of Tables
  • Table 7-3: Attitudes toward Cooking, Multicultural vs. Non-Hispanic White Women
  • Asian-American Women Concerned about Healthy Eating
  • List of Tables
  • Table 7-4: Attitudes toward Healthy Eating, Multicultural vs. Non-Hispanic White Women
  • Frozen Dinners More Often on The Tables of African-American Women
  • List of Tables
  • Table 7-5: Attitudes toward Prepared Foods, Multicultural vs. Non-Hispanic White Women
  • Gourmet Food Interests Multicultural Women
  • List of Tables
  • Table 7-6: Attitudes toward Food Styles, Multicultural vs. Non-Hispanic White Women
  • Multicultural Women Try New Food Products but Stick to Old Recipes
  • List of Tables
  • Table 7-7: Attitudes toward Trying New Foods, Multicultural vs. Non-Hispanic White Women
  • Home Entertainment
  • Books Important to Multicultural Women
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Figures
  • Figure 7-2: Percent of Women Owning Dvrs, Multicultural vs. Non-Hispanic White
  • Multicultural Women Buy Music
  • List of Figures
  • 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
  • List of Tables
  • Table 7-10: Ownership of Personal Computers, Multicultural vs. Non-Hispanic White Women
  • List of Figures
  • Figure 7-5: Percent of Women Planning to Buy A Personal Computer, Multicultural vs. Non-Hispanic White
  • Digital Divide Continues to Narrow
  • List of Tables
  • Table 7-11: Internet Use at Home, Multicultural vs. Non-Hispanic White Women
  • Internet Usage Analyzed
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Figures
  • Figure 7-6: Percent of Women Owning Cellphone, Multicultural vs. Non-Hispanic White
  • Family Cellphone Plans Popular with Hispanic and Asian-American Women 139
  • List of Tables
  • Table 7-20: Cellphone Plans, Multicultural vs. Non-Hispanic White Women
  • Latinas Have Highest Cellphone Bills
  • List of Tables
  • 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
  • List of Tables
  • Table 7-23: Profile of Long-Distance Telephone Use, Multicultural vs. Non-Hispanic White Women
  • Prepaid Calling Cards Much More Common
  • List of Figures
  • 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
  • List of Tables
  • Table 7-24: Attendance at Live Entertainment Events in Last 12 Months, Multicultural vs. Non-Hispanic White Women
  • Multicultural Women Are Frequent Moviegoers
  • List of Tables
  • Table 7-25: Movie Attendance, Multicultural vs. Non-Hispanic White Women
  • Multicultural Women Frequent Family and Fast Food Restaurants
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 7-27: Domestic Travel, Multicultural Women vs. Non-Hispanic White Women
  • Asian-American Women Frequent Flyers
  • List of Tables
  • 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
  • List of Tables
  • Table 8-1: Attitudes toward Money and Work, Multicultural vs. Non-Hispanic White Women
  • Being in Debt Less of A Concern for Multicultural Women
  • List of Tables
  • Table 8-2: Attitudes toward Spending, Saving and Debt, Multicultural vs. Non-Hispanic White Women
  • Financial Security A Problem for Black and Hispanic Women
  • List of Tables
  • Table 8-3: Financial Self Confidence, Multicultural vs. Non-Hispanic White Women
  • Asian-American Women More Likely to Use Credit Cards
  • List of Figures
  • Figure 8-1: Percent of Women Who Often Prefer to Use Cash for Things They Buy, Multicultural vs. Non-Hispanic White
  • List of Tables
  • 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
  • List of Figures
  • 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
  • List of Tables
  • Table 8-6: Banking and Investments Currently Have, Multicultural vs. Non-Hispanic White Women
  • African-American Women Likely to Have New Car Loans
  • List of Tables
  • Table 8-7: Loans by Category, Multicultural vs. Non-Hispanic White Women
  • Life Insurance Important to Black Women
  • List of Figures
  • Figure 8-3: Percent of Women Agreeing IT Is Important to Be Well-Insured with Life Insurance, Multicultural vs. Non-Hispanic White
  • List of Tables
  • Table 8-8: Ownership of Insurance by Type of Insurance, Multicultural vs. Non-Hispanic White Women
  • Asian-American Women Are Investors
  • List of Tables
  • Table 8-9: Ownership of Investments, Multicultural vs. Non-Hispanic White Women
  • Sending Money More Common among Multicultural Women
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 8-13: Total Average Annual Expenditures of Consumer Units, Multicultural vs. Non-Hispanic White Consumer Units
  • Hispanics Spend More on Food
  • List of Tables
  • 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
  • List of Tables
  • Table 8-15: Shares of Total Average Annual Consumer Expenditures Allocated to Household Furnishings and Equipment, Multicultural vs. Non-Hispanic White Consumer Units
  • List of Figures
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 9-1: Setting Trends and Influencing Others, Multicultural vs. Non-Hispanic White Women
  • Multicultural Women like to Shop
  • List of Tables
  • Table 9-2: Importance of Shopping, Multicultural vs. Non-Hispanic White Women
  • Asian-American Women More Price Sensitive
  • List of Tables
  • Table 9-3: Price Sensitivity, Multicultural vs. Non-Hispanic White Women
  • Asian-American Women like Incentive Offers
  • List of Tables
  • Table 9-4: Response to Incentive Offers, Multicultural vs. Non-Hispanic White Women
  • List of Figures
  • Figure 9-1: Percent of Women Reporting Households Use Cents-off Coupons, Multicultural vs. Non-Hispanic White
  • List of Tables
  • Table 9-5: Type of Cents-off Coupons Used, Multicultural vs. Non-Hispanic White Women
  • Multicultural Women More Likely to Change Brands
  • List of Tables
  • Table 9-6: Brand Awareness and Loyalty, Multicultural vs. Non-Hispanic White Women
  • Asian-American Women More Attuned to Environmental Concerns When Shopping
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Tables
  • Table 9-13: Attitudes toward Impulse Buying, Multicultural vs. Non-Hispanic White Women
  • Latinas Less Likely to Browse
  • List of Tables
  • 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
  • List of Tables
  • Table 9-15: Criteria for Store Selection, Multicultural vs. Non-Hispanic White Women
  • Shopping Patterns Vary across Multicultural Market Segments
  • List of Tables
  • Table 9-16: Shopping Patterns, Multicultural vs. Non-Hispanic White Women
  • Many Similarities in Choices of Department and Discount Stores
  • List of Tables
  • 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
  • List of Tables
  • Table 9-18: Impact of The Internet on Shopping Behavior, Multicultural vs. Non-Hispanic White Women
  • List of Figures
  • 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
  • List of Figures
  • 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
  • List of Tables
  • Table 10-1: Attitudes toward Fashion and Style, Multicultural vs. Non-Hispanic White Women
  • Multicultural Women like to Shop for Clothes
  • List of Tables
  • 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
  • List of Tables
  • 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
  • List of Figures
  • Figure 10-1: Percent of Women Buying Jeans in Last 12 Months, Multicultural vs. Non-Hispanic White
  • List of Tables
  • 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
  • List of Tables
  • Table 10-10: Use of Personal-Care Products, Multicultural vs. Non-Hispanic White Women
  • Health and Wellness
  • Multicultural Women Less Likely to Have Ailments
  • List of Figures
  • Figure 10-2: Percent of Women Reporting Any Ailment in Last 12 Months, Multicultural vs. Non-Hispanic White
  • List of Tables
  • 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
  • List of Figures
  • Figure 10-3: Percent of Women Who Say They Have Regular Medical Checkups, Multicultural vs. Non-Hispanic White
  • List of Tables
  • 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
  • List of Figures
  • 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
  • List of Figures
  • 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
  • List of Figures
  • 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
  • List of Tables
  • Table 10-15: Degree of Trust in Physicians, Multicultural vs. Non-Hispanic White Women
  • Alternative Medicine Favored
  • List of Figures
  • Figure 10-8: Percent of Women Preferring Alternative Medicine to Standard Medical Practice, Multicultural vs. Non-Hispanic White
  • Use of Otc Meds Less Common
  • List of Tables
  • Table 10-16: Percent Using over-The-Counter Medications, Multicultural vs. Non-Hispanic White
  • Multicultural Women Less Likely to Take Vitamins
  • List of Tables
  • Table 10-17: Attitudes toward Vitamins, Multicultural vs. Non-Hispanic White Women
  • Automotive
  • Car Ownership Less Common among Black and Hispanic Women
  • List of Figures
  • 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,
  • List of Tables
  • Table 10-18: Reasons for Buying A Car, Multicultural vs. Non-Hispanic White Women
  • Opinions on New and Used Cars Differ
  • List of Tables
  • 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
  • List of Tables
  • Table 10-20: Attitudes toward Foreign and Domestic Cars, Multicultural vs. Non-Hispanic White Women
  • Auto Ownership Patterns Analyzed
  • List of Tables
  • Table 10-21: Profile of Automobile Ownership, Multicultural vs. Non-Hispanic White Women
  • Asian-American Women Service Cars More Often
  • List of Tables
  • 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
  • List of Tables
  • 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