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.
Scope And Methodology
Scope of Report
This report analyzes the demographic characteristics, purchasing power, and consumer behavior of the Hispanic population of the United States. The U.S. Government defines a Hispanic as “a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture and origin regardless of race.” The Census Bureau defines the Hispanic population of the United States as including only those Hispanics who reside within the 50 states.
This report is based upon information collected from advertising agencies, marketing firms, and media specializing in the Hispanic market, a comprehensive review of print media and Web sites geared toward Hispanics, and a thorough analysis of relevant trade and professional journals. Primary sources include Fall 2000 data from Simmons Market Research Bureau and data from a comprehensive survey of Latinos published in May 2000 by the Kaiser Family Foundation, Santa Monica, California.
Census data used in this Packaged Facts report include the latest data available from Census 2000; preliminary results of the Census 2000 Supplementary Survey; and the March 2000 Current Population Survey. Other U.S. Government sources include the Consumer Expenditure Survey of the Bureau of Labor Statistics and the National Telecommunications and Information Administration. The US Hispanic Market is available through MarketResearch.com and presents a complete overview of the Hispanic demographic, containing not only the important hard data, but also placing a special emphasis on carefully reasoned analysis of current trends.
The report investigates the following important topics, giving you all of the critical information you need to keep up with today's growing market.
Hispanics to comprise 14% of the U.S. population by 2006.
New York, September 10/PRNewswire – Now accounting for one in eight Americans, Hispanics will make up an increasingly large proportion of the American population as the 21st century progresses. According to The U.S. Hispanic Market, a new market research report published by Packaged Facts and released by MarketResearch.com, the Hispanic population grew more than four times as fast as the population as a whole between 1990 and 2000, and Hispanic consumers are now a driving force in the largest markets in the country. Marketers in the United States have increasingly focused on Hispanics as the demographic has grown both in size and in wealth.
The U.S. Hispanic Marketdelivers demographic profiles of the Hispanic population, consumer and shopping behavior, educational and employment patterns, as well as strategies for marketing and advertising to Hispanics, and case studies of successful campaigns.
According to The U.S. Hispanic Market, more than one third of married Hispanics have a household income that exceeds $50,000, a fact that indicates the growing affluence of this population. Also pointing to increased spending power within the demographic is the 47.4% increase from 1994 to 1999 in expenditures by Hispanic consumer units. The buying power of the Hispanic population in the United States is expected to reach $634 billion by 2006.
According to Meg Hargreaves, VP of Research Publishing for MarketResearch.com, younger age groups control a larger share of income and buying power in the Hispanic market than in the general market. “Hispanics ages 15 to 34 bring in 37% of the total aggregate income of the Hispanic population,” Ms. Hargreaves stated. “This same age group brings in only 21% of the non-Hispanic white population’s aggregate income – a fact that should speak volumes to those marketing to this demographic.”
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