latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Monday, July 26, 2010

Hispanic Market Hits Tipping Point: 1 in 6 in US is Hispanic

The 2010 Census is expected show a record 50 million Hispanics, or 1 in every 6 U.S. residents, a stunning 42% increase from the 2000 Census.

The article states that, "Hispanics will become a major force in U.S. consumer-spending growth over the next decade and beyond. The slowing growth and aging population that characterizes other segments of consumers means that younger and larger Hispanic families will be more vital to future growth in consumer spending than at any time in the past."

Other statistics from the article include:

-- Fully 91% of Hispanic children were born in the U.S., compared to only 47% of Hispanic adults, which has great implications for the demographic's speed of acculturation. With the Hispanic market at this tipping point, one of the biggest challenges for marketers is reaching young, acculturated bilingual Hispanics who behave differently than their parents who didn't grow up in the U.S. and don't spend as much time with Spanish-language media, but still feel a deep sense of Latino identity.

-- More than 1 in 3 Hispanics in the U.S. (34.3%) are children under 18 years old, as compared to fewer than one in four children (22.5%) that are non-Hispanics. The youthful U.S.-born Hispanic population means that children of immigrants, who typically attend public schools, where they learn English, will acculturate much faster than their parents did.

-- English is making gradual gains as the language U.S. Hispanics are most comfortable speaking. Some 27% are most comfortable in English, with another 17% comfortable in both English and Spanish; meaning that nearly half—44%—of the demographic is at ease in English.

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