Youth - Growth

1
The Hispanic Community and Outdoor
Recreation Applied ManagementResearch
Program UCLAAndersonSchool of Management Laura
AdamsKafi BaskervilleDorothy LeeMichael
SpruiellRob Wolf
2
Agenda

• Introduction to Hispanics
• Methodology
• Findings
• 5 key areas
• Culture
• Leisure Time
• Youth
• Income
• Language
• Recommendations
• Conclusion

3
Introduction Hispanic Market

• Hispanic segment largely overlooked
• Traditional outdoor activity participants
• White non-Hispanics
• Opportunity to increase Hispanic participation
• Hispanic impact
• Population growth
• 10x faster than non-Hispanic (1980-2000)
• Enormous purchasing power
• Spent 653 billion in 2003

4
Demographic Information
Hispanics Hispanics Hispanics Non-Hispanics Non-Hispanics Non-Hispanics Non-Hispanics Non-Hispanics
Current Population Current Population Current Population 39.9 million 39.9 million 39.9 million 250.1 million 250.1 million 250.1 million 250.1 million
Projected Population by 2050 Projected Population by 2050 Projected Population by 2050 102.6 million 102.6 million 102.6 million 324.9 million 324.9 million 324.9 million 324.9 million 324.9 million
Percentage of U.S. Population Percentage of U.S. Population Percentage of U.S. Population 13.7 86.3 86.3 86.3 86.3
Projected of US Pop by 2050 Projected of US Pop by 2050 Projected of US Pop by 2050 24 76 76 76
Average Age Average Age Average Age 26.7 39.6 39.6 39.6
Mean Household Income Mean Household Income Mean Household Income 34,241 43,318 43,318 43,318
Background Background 67 Mexican 67 Mexican 67 Mexican 67 Mexican 67 Mexican 67 Mexican
14 Central South America 14 Central South America 14 Central South America 14 Central South America 14 Central South America 14 Central South America
9 Puerto Rican 9 Puerto Rican 9 Puerto Rican 9 Puerto Rican
4 Cuban 4 Cuban
7 Other 7 Other

Source U.S. Census Bureau 2003
5
Fundamental Problem

• How do retailers and organizations encourage
  Hispanics to initially and continuously
  participate in future outdoor recreational
  activities?

6
Secondary Research Methodology

• Initial library consultation
• Individual review
• Library databases
• Websites
• Partner resources
• Categorized findings
• Culture
• Leisure Time
• Youth
• Income
• Language
• Gaps to address in primary research

7
Primary Research Survey

• Survey
• Leisure time
• Hours, interests, budget
• Physical activities
• Active/non-active, hours, interests
• Interest in specific outdoor activities
• Reasons for not participating
• Translated into Spanish
• Spanish and English versions
• 303 survey respondents

8
Survey Methodology

• Distribution of survey
• E-mail
• Face-to-face meetings
• Alumni
• Univision
• Television promotion
• www.encuesta.notlong.com

9
Location Respondent vs. National Population
National Hispanic population
Rank State
1 CA 30.1
2 TX 18.8
3 FL 8
4 NY 7.4
5 IL 4.3
Survey Respondents
State surveyed of survey
CA 218 71.9
TX 57 18.8
CO 10 3.3
AZ 6 2.0
IL 3 1.0
FL 2 0.7
WA 2 0.7
NJ 1 0.3
MA 1 0.3
NC 1 0.3
MD 1 0.3
KS 1 0.3
Total 303 100.0
Source U.S. Census Bureau 2003
10
Findings

• 5 Key Areas
• Secondary Research
• Primary Research
• Recommendations

11
Family

• Multi-generational family
• Different from American concept of nuclear family
• Boarders
• Recent immigrants to help pay for expenses
• Identity retention
• Strong ties to parents/grandparents country of
  origin
• Traditional foods
• Weight gain
• Fatty meats, lard
• Emotional support
• Physical activities

12
Community

• Tightly knit
• Major influencers
• Church
• 64 of Hispanics attend services regularly
• 40 of Americans attend services regularly
• Community leaders
• Word-of-mouth
• Brand loyal

Source USCCB
13
Personalization

• Seek connectivity
• Families and community
• Health care
• Doctors trust
• Politeness towards all
• Effort to make connectivity

14
Culture Survey

• 26 primarily speak Spanish at home live with
  5 or more people
• 62 of respondents born in the U.S.
• 76 of respondents parents grandparents born
  outside U.S.
• 57 most likely be interested in outdoor
  activities if friends/family had higher
  interest level
• 78 get outdoor activity info from family
  friends
• Respondents prefer to be with family when
• Watching TV/movies at home (62)
• Going to the park (58)
• Going to church (74)

Source AMR Survey
15
Recommendations Culture

• Retailers
• Target local churches / sponsor an outdoor outing
• Combines family, church, outdoor activities
• Grassroots campaign
• Brand loyalty
• Community leaders
• Doctors
• Create personalization
• Educate health benefits
• Eat moderately, increase exercise

16
General Leisure Time Data

• Hispanic leisure time has increased dramatically
  since 1990
• Still ranks lowest in TOTAL leisure time
  available
• Relative to other major ethnic demographics
• Opportunity due to GROWTH in leisure time
• Potential to increase participation rates in
  outdoor activities

17
Leisure Time Growth

• Hispanic daily leisure time increased from 2.9 to
  3.9 hours
• Over 13 year period (34, 19902003)
• Same leisure time growth rate as white population
• 10 greater growth rate than black population

• Only 24 minutes of the one hour increase is spent
  on TV
• White population added 30 minutes to TV time
• Black population added a full hour to TV time

Source LeisureTrak Report
18
Leisure Time Availability Survey

• 1 reason for not participating in outdoor
  activities ? Lack of Time
• 71 of males
• 64 of females
• Only 17 would rather be doing something else
• 44 would definitely participate in more outdoor
  activities if more leisure time was available
• Increases to 49 for Hispanics aged 18-29
• Increases to 59 for Hispanics aged 30-34

Source AMR Survey
19
Leisure Time Activities

• Hispanics enjoy some of the same leisure
  activities as white Americans
• Gardening, fishing, and video games
• Swimming, hiking, and other forms of exercise
• American football preferred over soccer
• Hispanics enjoy activities popular with other
  ethnicities
• African-Americans
• Listening to music, going to the movies, shopping
• Group activities are universally popular
• Hispanics
• African-Americans
• Asian-Americans
• Whites (to a lesser degree)

Source LeisureTrak Report
20
Physical Activities Survey

• 61 of Hispanics spend 1-4 hours/week on physical
  activities
• Increases to 72 for Hispanics aged 35
• Less common for Hispanics with highest education
  levels
• 25-34 age group most active
• Over a third spending 5-9 hours/week on physical
  activities
• Most popular activities
• Running
• Other forms of basic exercise

Running / jogging 48
Weightlifting / gym 23
Bicycling (street or mountain) 19
Aerobics 19
Dancing 19
Swimming 17
Skateboarding 10
Other 24
Source AMR Survey
21
Team Sports
5 Favorite Sports 5 Favorite Sports 5 Favorite Sports 5 Favorite Sports 5 Favorite Sports 5 Favorite Sports 5 Favorite Sports 5 Favorite Sports
Hispanics Hispanics Asian-Americans Asian-Americans Asian-Americans
Football 13 13 Bicycling Bicycling 10
Basketball 11 11 Weightlifting Weightlifting 9
Running 9 9 Basketball Basketball 9
Walking 8 8 Tennis Tennis 7
Soccer 8 8 Swimming Swimming 4
Swimming 8 8 Soccer Soccer 4
Whites Whites African-Americans African-Americans African-Americans
Walking 14 14 14 Basketball 18 18
Golf 11 11 11 Football 10 10
Basketball 5 5 5 Walking 9 9
Swimming 5 5 5 Running 8 8
Exercising 5 5 5 Exercising 8 8

• High interest in organized and/or team activities
• Commitment to family friends
• Enjoyment and reliance on team environment
  similar to other interaction with family and
  friends
• Favorite sports among Hispanics
• American football and basketball
• Highly team-based
• Requires communication and collaboration

Can be due to participation in the sport, or
simply due to an interest
Source LeisureTrak Report
22
Individual Sports

• Hispanics enjoy individual and team sports
• Unique compared to other ethnicities

5 Favorite Sports 5 Favorite Sports
Football 13
Basketball 11
Running 9
Walking 8
Soccer 8
Swimming 8

• Participation in individual sports for health
  benefits and stress relief
• Favorite sports overall
• 3rd Running
• 4th (tie) Walking/swimming

Source AMR Survey LeisureTrak Report
23
Health Opportunities

• Lack of leisure time has resulted in a lack of
  exercise
• Health not being addressed
• Exercise not listed as top five favorite sport
  activity
• Yet, high level of interest and some
  participation in
• Hiking
• Biking
• Trail running
• Hispanics are aware of health benefits
• 82 of Hispanics say outdoor activities are
  healthy

Source AMR Survey LeisureTrak Report
24
Recommendations Leisure Time

• Lack of time 1 reason for not participating
• True despite impact of leisure time growth trend
• Target outdoor activities with small time
  commitment
• Hiking, biking, fishing, trail running
• Increase awareness
• Encourage Hispanics to choose outdoor activities
  with available leisure time
• Promote group oriented activities
• Group and individual activities popular, but
  group activities
• Allow time with family and friends
• Allow parents to participate with children
  promote active lifestyles
• Promote health benefits
• Encourage switch from current exercise to outdoor
  activities
• Requires no more of a time commitment than
  already expending

25
Youth Background

• Hispanic youth are a dominant force in U.S.
• Hispanics under 18
• Increased 81
• Non-Hispanics
• Increased 6.1
• 73 under 16
• Mexican

Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002 Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002 Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002 Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002 Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002 Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002 Hispanic and Non-Hispanic Population - Under 18 1990 vs 2002
1990 1990 2002 2002 Cumulative growth 1980 - 2002
Age and Category Total Population Total Population Cumulative growth 1980 - 2002
Hispanic Hispanic
0 - 4 2,330 3.7 3,962 5.4 70
5 - 13 3,778 5.9 6,611 9.1 75
14 - 17 1,141 1.8 2,552 3.5 123.70
Total 0 - 17 7,249 11.4 13,125 18.0 81
Non-Hispanic Non-Hispanic  
0 - 4 15,934 25.1 15,647 21.5 -1.80
5 - 13 28,231 44.4 30,310 41.6 7.40
14 - 17 12,193 19.2 13,812 18.9 13.30
Total 0 - 17 56,358 88.6 59,769 82.0 6.10
Total US 0 - 17 63,607 72,895 14.60
Source Packaged Facts - The US Hispanic Market
26
Youth Language

• Young Hispanics view English as dominant language
• Many bilingual
• 88 of 5 to 17-year-olds
• 71 of 18 to 64-year-olds
• 60 of 65 years
• Web usage
• 91 of youth in L.A. use mostly English websites

Bilingual and Native English speaking Hispanics
by Age Group, 2000 (in thousands)
Age 5-17 Age 5-17 18-24 18-24 65 65
Category
Bilingual and native English speakers 7,557 87.9 15,056 70.8 1,024 60.2
Speak Spanish at home English "well" or "very well" 5,792 67.4 13,377 62.9 1,000 58.8
Speak only English at home 1,765 20.5 1,679 7.9 24 1.4
Speak English "not well" or "not at all" 1,038 12.1 6,217 29.2 677 39.8
TOTAL 8,595 21,273 1,701
Source Packaged Facts - The US Hispanic Market,
Cultural Access Group and Sapo Communications
27
Youth Purchasing Decisions

• Moms large role in family spending decisions
• Mothers are the ultimate gatekeepers
• Teens tend to be shielded by parents from
  messages or activities that are seen as
  threatening to the family or irrelevant
• Hispanic children have major impact on brands
  selected by parents less acculturated

Source Packaged Facts - The US Hispanic Market
28
Youth Obesity

• Hispanic youth more obese unhealthy than
  others
• 72 Hispanics age 5 to 17 in good or excellent
  health
• 74 blacks age 5 to 17 in good or excellent
  health
• 87 whites age 5 to 17 in good or excellent
  health
• Children 12-18 that are overweight
• 25 of Hispanics
• 12.9 of whites
• 21.8 of blacks
• Parents accommodate childrens dietary wishes
• Lack of proper physical education at schools
• Cultural emphasis on large, social meals can
  cause weight gain

Source The Associated Press
29
Youth Outdoors and Leisure Survey

• Spending
• 90 of youth spend lt 40/week on leisure
• 50 of youth spend lt 20/week on leisure
• Finding Information on Leisure
• 78 rely on friends/family
• School, T.V., Radio and Internet also popular
• Direct Mail, Church not major sources for youth
• Perception of Leisure
• Almost all respondents had favorable attitudes
  towards outdoor activities
• Physical Activity
• Large majority of youth spend 1-4 hours/week

Source AMR Survey
30
Youth Outdoors and Leisure Survey

• Motivation to participate
• Increased interest amongst friends and family
• Main constraints preventing participation
• Time, lack of equipment, proximity to activity
  and limited interest amongst family and friends
• Levels of interest
• Camping, biking, snowboarding highest
• X-country skiing, fishing, birdwatching,
  snowshoeing low
• Levels of participation
• Camping, biking, trailrunning, hiking most
  popular
• Canoeing, x-country skiing, kayaking, rafting,
  snowshoeing have minimal participation

Source AMR Survey
31
Recommendations Youth

• Gateway activities as a stepping-stone
• Interest in camping, hiking, biking, trail
  running
• Less time away from friends and family or lower
  costs involved
• Increasing participation in more expensive,
  complex, time consuming outdoor activities could
  be a longer term goal
• Get youth to try some activities
• Consider sponsors fund and support
• Encourage parents participation with children
• Increase overall exposure to activities and
  opportunities
• Word-of-mouth advertising is key
• Disburse information through school and Internet
• Less need for Spanish websites
• Emphasize health benefits to parents for
  overweight youth

32
General Income Data

• 34,421 average household income of Hispanics
• Compared to 43,318 average income of
  non-Hispanics
• 18 faster growth in income than national average
• Still the lowest average income
• Job type
• Lower education levels

2001 Total money of households by type (1,000s) 2001 Total money of households by type (1,000s) 2001 Total money of households by type (1,000s) 2001 Total money of households by type (1,000s) 2001 Total money of households by type (1,000s) 2001 Total money of households by type (1,000s)
Hispanics Hispanics Hispanics Non-Hispanics Non-Hispanics
under 15k under 15k 1,986 18.9 15,322 15.5
15k to 24,999 15k to 24,999 1,833 17.5 12,743 12.9
25k to 34,999 25k to 34,999 1,621 15.4 11,968 12.1
35k to 49,999 35k to 49,999 1,811 17.3 14,992 15.2
50k to 74,999 50k to 74,999 1,729 16.5 18,327 18.5
75k and over 75k and over 1,517 14.5 25,446 25.8
total total 10,497 98,798
Source The US Hispanic Market
33
Hispanic Spending

• Spend more of yearly income
• 96 vs. 82 national avg.
• Largest spending categories
• Absolute terms
• Footwear (36 more)
• Hispanic households spend 406
• Non-Hispanic households spend 292
• Relative terms
• Entertainment
• Children
• Other categories with increased spending
• Vacations, clothes, services, and food
• Factors impacting spending decisions
• Relationships, sampling, word-of-mouth

Source The US Hispanic Market
34
Household Income

• Survey versus National Population
• respondents consistent with secondary data
• Survey respondent slightly higher income levels

Source The US Hispanic Market / AMR Survey
35
Participation by Income Level Survey

• Number of outdoor activities that Hispanics
  participate in
• Not really determined by their income

Source AMR Survey
36
Participation in All Activities by Income
Survey

• Weighted average of current activities by income
• and avg. day/yr of current OUTDOOR activities
• and avg. day/week of current OTHER activities
• Not really determined by their income

OUTDOOR Activities participation OUTDOOR Activities participation OTHER Activities participation OTHER Activities participation
Income avg day/yr avg day/week
lt 15k 3.09 31.8 1.33 1.81
15k to 24,999 2.97 24.4 1.53 3.27
25k to 34,999 2.95 26.8 1.63 4.96
35k to 49,999 3.33 42.8 1.82 3.85
50k to 74,999 2.86 33.8 1.94 4.38
75k or gt 3.18 31.3 1.90 4.56
Source AMR Survey
37
Interest in Outdoor Activities by Income Survey
Income activity interested
lt 15k 4.02
15k to 24,999 5.76
25k to 34,999 4.67
35k to 49,999 4.92
50k to 74,999 6.19
75k or gt 5.39

• No real significance or correlation on income or
  interest

Source AMR Survey
38
Recommendations - Income

• With lower average income than rest of the
  nation, Hispanics are conscious of spending,
• particularly if the product is unknown
• Use less expensive activities as gateway
• Use trial or discounted trips and apparel for
  initial interest
• Footwear spending higher than non-Hispanics
• Stress benefits of participating
• Show value

39
Language General Data

• Five segments within Hispanic population

Segments Country of Birth Primary Language
New Lifers (29) Foreign Spanish
Old Ways (17) Foreign Spanish
Settled in (17) U.S. English
Pioneers (6) U.S. English
Young Americans (31) U.S. English
59 like to use Spanish in every situation
70 speak Spanish in their homes
Source Emerging Latino Markets
40
Outdoor Activities and Language

• Improvements
• Applewhite Picnic Area in San Bernardino
• Bilingual signs and Spanish-speaking hosts
• 80 visitors are now Hispanic 50 before
• Vail Resorts
• Goal to hire 10 minority personnel at each of
  their 5 resorts
• However there is still a lot of room for more
  change
• Angeles Forest
• Bilingual signs, hosts and maps
• Online space solely in English
• Advertisements for outdoor facilities
• Solely run on English-language television

41
Language in the Retail Sector

• Physical visits to three top outdoor retailers in
  L.A.
• Patagonia
• Environmentally-friendly retailer / Located in
  upscale location
• No bilingual references or employees
• Demographic 86 non-Hispanic
• REI
• Everything outdoors retailer / Located in
  upscale middle-class area
• No bilingual references or employees
• Advertised beginner clinics only in English
• Big 5 Sporting Goods
• General sporting goods retailer / Located in
  middle-class location
• No bilingual signs or employees
• Advertised low-cost learn-to-ski packages in
  English
• Online spaces of all retailers were offered only
  in English

42
How Important Is Language Really? Survey

• 88 consider themselves highly proficient or
  fluent in English
• 86 of those who primarily speak Spanish
• Dont think lack of information in Spanish is key
  factor for not participating
• 15 most likely or definitely participate more
• If there were more information available in
  Spanish
• 40 of these respondents are aged 45
• 8 said there was not enough info available in
  Spanish
• 3 think not enough tour guides/instructors
  speaking Spanish

Source AMR Survey
43
Recommendations Language

• Survey results indicate less need for bilingual
  approach
• Secondary research indicated benefits
• Encourage participation through
• Bilingual signs, maps, and websites
• Retailers
• Short-term
• Educational brochures in Spanish
• Long term
• Engage Hispanics with Spanish website targeting
  older Hispanics
• Send direct mail in Spanish (older Hispanics 3.5x
  more likely to respond)

44
Other Influences on Participation

• Safety issues
• Accessibility/distance
• Lack of necessary equipment
• Parental approval

45
Recommendations Summary

• Increase Awareness
• Stress the health benefits
• Informational campaign
• Community mentors
• Doctors to promote outdoor activities
• Community groups introduce new activities
• After school program
• Summer or weekend camps
• Church programs
• Retailer sponsored outings
• Organize group activities
• Funding for equipment

46
Recommendations Summary (contd)

• Gateway activities
• Further participation in gateway activities
• camping, fishing, hiking, biking, trail running
• Stress less time consuming activities
• Stress group activities
• Loyalty and interest ? encourage other activities
• Personalization
• Reach out
• Spanish language
• Signs, maps, websites, direct mail, brochures
• Commitment to Hispanic segment
• Hiring practices, recruitment

47
Recommendations Summary (contd)

• Other
• Increase accessibility
• Transportation to venues
• Leverage population size and buying power
• Alternative form of entertainment
• What NOT to do
• Treat Hispanics as homogenous population
• Assume all demographics respond similarly
• Assume Hispanics cannot afford to participate

48
Conclusion

• Hispanic segment is important!
• Growing population and buying power
• Youth segment very significant
• When promoting outdoor activity, consider
• Strong commitment to family friends (especially
  with youth)
• Lack of leisure time
• Income is not necessarily a factor
• Spanish language personalization