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Title: The U. S. Hispanic Market: Looking to the Future,
Published: September 2003
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The following is the abstract from the full report: The explosive growth of the U.S. Hispanic market over the past two decades has been fueled by a massive influx of Latino immigrants in search of the American dream. As time goes on, however, a greater and greater percentage of Hispanic population growth will come from Latinos born in the United States. The strategic implications of this ongoing demographic shift provide the unifying theme of the 2003 edition of Packaged Facts U.S. Hispanic Market. The report takes an in-depth look at the impact of this fundamental change in the Hispanic population in the United States in areas such as cultural identity, language preferences, media choices, and advertising strategies.
This Packaged Facts report provides an up-to-date analysis of nearly 40 million Hispanic consumers, now the largest minority group in the United States. The report begins with key demographic highlights of the Hispanic population, including population growth trends and employment and income patterns. The report continues with a series of chapters designed to help marketers understand critical aspects of the consumer behavior of Hispanics. These chapters include analyses of Hispanic consumer expenditure patterns; the impact of cultural identity and nationality on Latino consumer behavior; Hispanic families and their children as a driving market force; and the growing market significance of the next generation of Hispanics. The report then provides an overview of marketing and advertising trends in the Hispanic market and an assessment of media usage by Latinos. The final section of the report includes chapters providing insights into ongoing changes within the Hispanic market, including a projection of Latino buying power through 2008, an analysis of population shifts affecting the Hispanic market, an assessment of current trends and marketing opportunities, and a look into the Hispanic market of the future.