Population Facts

• There are 42.7 million Hispanics in the United States. The U.S. is the world's second largest country of Hispanics and there are more Hispanics in the United States than there are Canadians in all of Canada. (Source: U.S. Census Bureau, 2006)

• The U.S. Census estimates that by 2020, the Hispanic population will reach 60 million-that is 18 percent of the total U.S. population ( Source: Advertising Age, 2006)
• Mexico accounts for 66.8% of all Hispanics in the U.S. They are followed by Central Americans (9.0%), Puerto Ricans (8.6%), South Americans (5.3%), Cubans (3.8%), Dominicans (3.1%) and others (3.4%). (Source: Synovate, 2006)
• The Selig Center states that the top ten states, as ranked by the rate of growth of Hispanic buying power over 1990-2002, are North Carolina (912%), Arkansas (778%), Georgia (711%), Tennessee (655%), Alabama (466%), South Carolina (463%), Nevada (443%), Minnesota (418%), Kentucky (415%), and Iowa (370%). Georgia and North Carolina also rank ninth and eleventh in market size, making them two of the most attractive Hispanic markets in the nation.

According to Synovate, the Top 10 markets by Hispanic population are:

• The purchasing power of Hispanics will exceed $1 trillion by 2008 -- a 55 percent increase over 2003 levels (Nielsen Media Research, 2006)

• Hispanics tend to trust the information they read in their local newspaper. They listen to the radio for quick news updates and rely on magazines to keep them informed. They are also receptive to television advertising and tend to remember those ads when shopping ( source: Advertising Age, 2006)

Language

• 56% of all Hispanic households are Spanish dominant, 26% are equally Spanish and English bilingual and 18% are English only or more than Spanish (Source: Synovate, 2006)

• 82% of Hispanics use at least some Spanish at home; 81 percent do so at work or school (Source: Simmons, 2005)

Hispanic Market White Papers

Click below to download an Adobe Acrobat version of:

Magnet Communications White Paper:
Marketing to the U.S. Hispanic Population Part I
Marketing to the U.S. Hispanic Population Part II