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MarketLooks: The U.S. Hispanic Market


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Title: The U.S. Hispanic Market
Published: September 2001


Each MarketLooks report includes top-level findings from the respective parent report in a rich, easy to read format accompanied by select charts and graphs. Reports published prior to July 2001 are delivered in PowerPoint™. Reports published after July 2001 are delivered in Adobe PDF™ format. All are available via Instant Online Delivery to allow you to use the valuable information you've purchased immediately.

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Abstract from full report:

This completely new Packaged Facts report provides a timely analysis of the consumer market created by the 35.3 million Hispanics living in the United States, who now make up the largest minority population segment in the country. The report begins by using the latest available data from Census 2000 and a wide variety of other sources to construct an in-depth demographic profile of the Hispanic population. Variables analyzed include population distribution, income levels, family structure, employment patterns, educational achievement, and social values. Factors affecting the growth of the U.S. Hispanic market, such as immigration patterns and birth rates, are assessed, and estimates of market size and growth are provided. The report then analyzes the consumer behavior of Hispanics, including their shopping behavior and buying patterns. The growing significance of e-commerce in the Hispanic market is evaluated in detail. The report provides an overview of Hispanic media, including television, radio, print and online media. The marketing and promotional approaches and selected advertising campaigns of major companies active in the U.S. Hispanic market are reviewed, and case studies of Hispanic marketing strategies are provided. Appendices include information about resources available to companies interested in the Hispanic market and examples of advertisements targeting the market.

Between 1990 and 2000 the Hispanic population grew more than four times as fast as the population as a whole (57.9% vs. 13.2%). Hispanic consumers are now driving forces in most of the largest markets in the country, including Los Angeles, New York City, Chicago, Miami, and all major metropolitan areas in the Southwest. Now accounting for one in eight Americans, Hispanics will make up an increasingly large proportion of the American population as the 21st century progresses. Growth rates of Hispanics in younger age groups are expected to be especially significant. Despite its importance, the Hispanic market is still underserved by many consumer-products companies and continues to offer significant opportunities for growth.

Discover how the growth patterns in the Hispanic population uncovered by Census 2000 are affecting the marketing strategies of businesses in both large and small markets throughout the United States. Learn about why marketers need to consider the diverse subgroups and subcultures within the Hispanic population. Find out how Hispanic families are narrowing the digital divide. Understand what Hispanic consumers look for when they decide to buy. Keep up with ongoing changes in Hispanic media.

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Overview of Findings
Market Size and Growth
Market Definition
Population Size and Growth
Key Demographic Features
Consumer Behavior
Marketer Overview
Retail Dynamics
Marketing to Hispanics
Company Profiles: Jack in the Box, Kmart, MasterCard International, Proctor & Gamble

Charts included in this MarketLooks:

Projected Hispanic Market Growth: 2001 to 2006
Percentage Growth in Population: Hispanic v. Non-Hispanics, 1990-2000
"Other Hispanics" by Major Subgroups, 2000
Annual Spending for Selected At-Home Food Items; Hispanic v. Non-Hispanic Consumer Units, 2000
Language of TV Programs Usually Watched by Hispanics, 2000
Hispanic Advertising Expenditures by Medium, 2000

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