Latin@ Demographics in the United States

When looking at advertising focused to the Latin@ population, you must first understand the people you are trying to reach. The Latin@s in the United States are more than just numbers on a page or statistics in a book. The rich culture and history that often so closely intertwines with the history of the United States should not be ignored, but used to better the research.

 

“U.S. Census Bureau population estimates as of July 1, 2013, there are roughly 54 million Hispanics living in the United States, representing approximately 17% of the U.S. total population, making people of Hispanic origin the nation’s largest ethnic or race minority.”- Centers for Disease Control and Prevention

“64% percentage of those of Hispanic origin in the United States who were of Mexican background in 2012. Another 9.4% were of Puerto Rican background, 3.8% Salvadoran, 3.7 % Cuban, 3.1 % Dominican and 2.3% Guatemalan. The remainder was of some other Central American, South American or other Hispanic/Latino origin.”- Census.GOV

“11.9 million Hispanic family households in the United States in 2013.”-Census.GOV

“38.3 million is the number of U.S. residents 5 and older who spoke Spanish at home in 2012. This is a 121% increase since 1990 when it was 17.3 million. Those who hablan español en casa constituted 13.0% of U.S. residents 5 and older. More than half (58 percent) of these Spanish speakers spoke English ‘very well.'”- Census.GOV

“In 22 states, Hispanics were the largest minority group. These states were Arizona, California, Colorado, Connecticut, Florida, Idaho, Illinois, Iowa, Kansas, Massachusetts, Nebraska, Nevada, New Hampshire, New Jersey, New Mexico, New York, Oregon, Rhode Island, Texas, Utah, Washington and Wyoming. (2013)”- Census Fact Finder

PH-2014-04-29-nativity-shift-01.png –Pew Hispanic Research

What do these statistics mean?

  • Hispanics are rapidly increasing the population in the United States, and not just in the south along the border states. There is a variety of nationalities that are subcategories in the “Hispanic Latin@” group. They are mostly speaking Spanish and English, although many South Americans do not speak either. While immigration is a hot button topic, there are a lot more Hispanic Lantin@s born in the United States than there are immigrating to the United States.
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Latin@ Demographics in the United States

AdvertisingAge and the 2015 Hispanic Fact Pack Report

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  • The top 50 Hispanic marketers increased spending by 17.6% to $3.8 billion, led by the biggest advertiser, Procter & Gamble Co.
  • PepsiCo, which just squeezed into last year’s Hispanic Fact Pack ranking in the No. 50 spot, jumped 15 places to No. 35 with a 39% increase in 2014 spending to $46.7 million
  • Hispanics continue to account for nearly half of the U.S. population growth since the 2010 Census, and now account for 17.4% of the population, or 55.4 million people. And they are young. More than 25% of the U.S. population under the age of 10 is Hispanic, and so are more than 20% of millennials.
  • Hispanics continue to be more digital than their non-Hispanic counterparts. They spend more time than non-Hispanics watching videos online (2.7 hours per day compared to 2.1 hours for non-Hispanics), playing video games and accessing the internet on a tablet or phone.
  • Hispanics living in the United States are representing an estimated $1.5 trillion in buying power
AdvertisingAge and the 2015 Hispanic Fact Pack Report

How Do We Connect?

“For brands and marketers to succeed with Latinos, we must fully understand and embrace their unique mindset and pay close attention to the cultural relationship they have with categories and brands.”  –Enrique Marquez , SVP, Director of Strategy at Lapiz

 

“Advertisers argue that they can effectively reach the Hispanic demographic by advertising more during programming that is popular with youthful viewers, such as American Idol, National Football League (NFL) games, and The Simpsons. The counter argument is that reaching them is not the same as earning their loyalty and trust; Hispanic consumers don’t want to be “sold to” – but rather, courted by brands that authentically empower their cultural relevancy and communicate in ways that naturally resonate with Hispanic cultural values.” –Glenn Llopis, Forbs

 

There hasn’t been a clear answer on the best approach on selling brands to the Hispanic Latin@, but there have been some studies done on how to appeal to the Latin@ shopper and what that looks like. The following data and statistics was found on forbs.com.

 

Hispanics Shop with Their Senses

55% Hispanics vs. 38% Non-Hispanics – like to touch and feel a product
36% Hispanics vs. 13% Non-Hispanics – think it’s fun to immerse themselves in the store atmosphere
49% Hispanics vs. 19% Non-Hispanics – judge product quality by product packaging
Social Shopping (online and offline)

37% Hispanics vs. 17% Non-Hispanics – reach out to friends and family
36% Hispanics vs. 18% Non-Hispanics – share opinions and write reviews
48% Hispanics vs. 31% Non-Hispanics – use social networking sites
Mobile and Tablet Shopping

56% Hispanics vs. 33% Non-Hispanics – shop mobile with a phone
43% Hispanics vs. 25% Non-Hispanics – shop with a tablet
Trendsetting (Hispanics are more than twice as likely vs. non-Hispanics to):

41% Hispanics vs. 18% Non-Hispanics – follow the trends
31% Hispanics vs. 14% Non-Hispanics – like to try new products first
30% Hispanics vs. 13% Non-Hispanics – like to be first to share with friends
Radio, Billboards and Infomercials (Still Rank High Amongst Hispanic Consumers)

Radio: 72% Hispanics vs. 46% Non-Hispanics
Billboards: 59% Hispanics vs. 35% Non-Hispanics
Infomercials: 52% Hispanics vs. 23% Non-Hispanics

How Do We Connect?

Additional Resources and Readings

The following links are websites and articles I enjoyed reading to find out more about the Hispanic Latin@ population in the United States and how advertisers are constantly using research to target this demographic.

 

The Assoc. of Hispanic Advertising Agencies

What to Expect in 2015 in Advertising

Don’t Sell Me!

The Impact of Sexual Imagery in Advertising: Comparing Hispanics’ and Non-Hispanics’ Attitudes and Responses Toward Print Ads

 

Additional Resources and Readings