HISPANICS/LATINOS IN THE UNITED STATES

Stats and facts

44.3 million

The estimated Hispanic population of the United States as of July 1, 2006, making people of Hispanic origin the nation¸s largest ethnic or race minority. Hispanics constituted 15 percent of the nation's total population. (This estimate does not include the 3.9 million residents of Puerto Rico.) Source: US Censu Bureau

The Hispanic/Latino Market

The Hispanic market is today the most rapidly expanding market in the United States. Hispanic consumers have become a driving force in the largest national markets, including southern and northern California, New York, Chicago, Florida, Texas, and others.

It is estimated that by 2050, there will be 56 million Hispanics/Latinos; by 2050, 30% of the entire U.S. population will be Hispanic.

From 2002 to 2003, the purchasing power of Hispanics/Latinos climbed more than 11% to $653 billion. By 2007, it will top $926 billion, according to the University of Georgia´s Selig Center for Economic Growth. The estimated 8.7% compound annual growth from 2000-2007 is 80% greater than that of the rest of the U.S. population.

Some of the top advertisers in the Hispanic/Latino market by industry are automotive, food and beverage, personal care and telecommunications.

It is estimated that by 2050, there will be 56 million Hispanics/Latinos; by 2050, 30% of the entire U.S. population will be Hispanic.

Nearly 40% purchased a car in 2001 and consulted an average of 4.2 sources.

They spend 23% more on groceries than the average American household per year

Hispanics/Latinos spend $21.3 billion on local, long-distance, wireless and Internet services.

They are a huge driver of health and beauty aid sales $1.6 billion in mass stores.

Hispanics live in larger households with more kids

Family Households with Five or More People by Detailed
Hispanic Origin: 2002
In percent. Based in origin of householder. Source: US Census Bureau

Language Preference

For years marketers have been focusing on whether Hispanic consumers are acculturating vs. assimilating. We are beginning to see a new phenomenon occurring among Hispanics in the U.S.: Retro-Acculturation. With the rapidly growing number of Hispanics in the U.S., many Spanish speaking consumers are increasingly holding on to their language and customs. In many cities throughout the U.S., Spanish dominant consumers are able to live and work without having to learn English or give up their culture and traditions.
46% of Hispanics are Spanish-dominant speakers
23% are bilingual
63% speak Spanish at home
60% of Hispanics prefer to make buying decisions in Spanish.

Spanish in the World

Some countries or areas with significant Spanish-speaking populations include Andorra, Argentina, Belize, Bolivia, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, France, Gibraltar, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, the Philippines, Puerto Rico, Spain, Uruguay, the United States and Venezuela.

Over 250 million people in the world speak Spanish as their first language. If we include the number of people who are fluent in Spanish as a second language, the total number of Spanish speakers in the world is well over 400 million people.

Spanish is one of the six official languages of the United Nations.

Spanish is the second world language as a vehicle of international communication and the third as an international language of politics, economics and culture.

In Latin America, Internet usage has increased more than 325 percent since 1997.

Hispanic Origin: 2002
Source: US Census Bureau Top 10 States by Hispanic Population
July 1, 2003

Top 10 States by Hispanic Numeric Increase
April 1, 2000 - July 1, 2003

The online Spanish-Market

Around 74% of Hispanics connect to the Internet every day and 78% access the Web from home.

The Hispanics are currently spending 55% of their online time in Spanish

Consumer profile

Median Age

Gender (%)

Median Household Income

Read More about the Spanish language.

Latinos and the Nonprofit Sector

With the Hispanic segment of the U.S. population growing rapidly, it’s no wonder that retailers have begun to sit up and take notice of this group’s influence; however, it’s undeniable that the non-profit sector needs to engage Latinos as well in order to advance their agendas.  Hispanics have a great deal to offer nonprofit organizations in the way of volunteerism and monetary contributions. Read more...