Countries of Origin: Argentina, Bolivia, Chili, Columbia, Coast Rica, Cuba, Dominican Republic, Ecuador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico (U.S.), Salvador, Spain, Uruguay, Venezuela.
Total Population
45,432,158
Foreign born
17,753,901
Foreign Born Data
Male
53.8%
Female
46.2%
Median Age
37.5
Age Structure
18 years and over
91.7%
21 years and over
87.9%
62 years and over
9.9%
65 years and over
7.9%
Some college or associate's degree
15.2%
Bachelor's degree
7.8%
Graduate or professional degree
3.7%
Language Spoken at Home and Ability to Speak English
English only
10.2%
Language other than English ( Spanish)
89.8%
Speak English less than "very well"
64.7%
Occupation
Management, professional, and related occupations
13.4%
Service occupations
28.2%
Sales and office occupations
15.2%
Median household income (U.S. dollars)
40,260
Psychographics
Hispanic women shop less frequently than other multicultural women and select stores for their convenience rather than price. They are more likely to shop with family members and are least likely to shop alone. They enjoy shopping with children much more than other women.
Roughly half (51%) of U.S. Hispanic households are involved in hobbies and crafts, spending an estimated $1.9 billion annually. The most frequent activities are Art/Drawing and Floral Arranging.
More than a quarter of Hispanics (27%) identify themselves as "distance buyers" who purchase items from catalogs, telemarketing calls and online.
Source: Hispanic Source, 2008
Hispanic Consumer Trends
Language
Language is one of the most obvious examples of this phenomenon. Spanish is likely to remain the language of preference among U.S. Latinos. In fact, Univision is now the #5 network in the United States, behind ABC, NBC, CBS and Fox. When asked about advertising effectiveness, 38% of Hispanics surveyed found English language ads less effective than Spanish ads in terms of recall and 70% less effective than Spanish ads in terms of persuasion. Many younger and acculturated Latinos mix languages into a form of "Spanglish," in which they speak English peppered with Spanish words. But when it comes to selling, 56% of Latino adults respond best to advertising when it is presented in Spanish.
Source: Laura Sonderup, Heinrich Hispanidad, 2008
Population Growth
Hispanic households tend to be younger on average than the U.S. population at large. Of the more than 10 million Hispanic households, 38 percent are currently headed by someone under 35, and an additional 25 percent are led by someone between the ages of 35 and 44 (the national average for homes with heads under 35 is 23 percent.) By 2010, the under-45 Hispanic market will increase to 8 million households, and its purchasing power will leap from the current level of less than $295 billion to $397 billion. In other words, $3 out of every $5 flowing to Hispanic households in 2010 will be in the hands of this younger-than-average segment.
Source: Ahorre.com, 2009
Media
For a full profile on Hispanic-Americans and/or to obtain a complete list of media, please, email us at info@mediagravity.com or call us at +1-646-454-0033.
