BabyCenter(R), the #1 pregnancy and parenting online destination worldwide, has released the results of a comprehensive study about Latina moms. The Hispanic Moms Acculturation study, part of the 21st Century Mom(TM) Insight Series, offers key insights into the influence of acculturation on moms’ behaviors and preferences related to shopping, mealtime, media consumption, and more.
With one in four babies born in this country being Hispanic, and Hispanics representing 55% of the population growth in the United States, this study sheds new light on the behaviors of Latina moms as they go through the acculturation process and integrate elements of American culture with those of their own heritage.
Shopping: Hispanic Moms Are Brand Loyal and Love to Shop With Their Families
Across all levels of acculturation, Latina moms are much more likely to purchase brand-name. Additionally, Latina moms are much more likely than the general population to purchase global heritage brands that resonate emotionally.
Mealtime: An Important Way of Connecting to Culture at Every Acculturation Level
Regardless of acculturation, dinnertime is one of the best ways for Hispanic moms to connect their family to their culture. 36% of Hispanic moms vs. 15% of non-Hispanic moms say dinner is the best time of the day, 41% maintain Hispanic food as part of their daily diet, and 57% cook from scratch vs. 11% for the non-Hispanic moms. )
Media Consumption: Culture Drives the Conversation Between Brands and Latina Moms
Although highly acculturated Hispanic moms (either native-born or bilingual) don’t consume much media in Spanish, they respond better to advertising in Spanish.
