The spending power of the Hispanic market doesn’t yet live up to the size of the Hispanic population. But with education and homeownership on the upswing—and entrepreneurship a continuing strength—this market is poised for greater growth.View this Report
Lee Van, chief strategy officer at Captura Group, talks about how marketers over generalize when targeting Hispanic consumers.
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Do US Adults Trust Law Enforcement Agencies to Use Facial Recognition Technology Responsibly? (% of respondents, by demographic, June 2019)
Importance of Brands Using Diverse Models/Actors in Their Ads According to US Hispanic vs. Non-Hispanic Internet Users, 2019 (% of respondents in each group)
US Millennials Who Listen to Podcasts, by Select Demographic, Q2 2018 & Q2 2019 (% of population in each group)
What Type of TV Services Do US Adults Have in Their Home? (% of internet users in each group, by race/ethnicity, April 2019)
More On: HispanicsSee All
Tailoring Financial Resources and Marketing for an Underserved Hispanic Community
Oct 10, 2019
Gains in education and homeownership have Hispanics poised for improvement in income and net wealth. For now, though, they still have difficulty accessing credit and getting financial services tailored to their needs. For our recent report on US Hispanics, we spoke with demographics experts about what financial services companies need to keep in mind as they market to this community.
A Decade After the Great Recession, Hispanic Homeownership Has Yet to Recover
Oct 02, 2019
For US Hispanics, optimism and the idealization of the American Dream are driving an uptick in homeownership, and as more Hispanics become homeowners, their purchase power and net wealth are poised to increase. But they’re not up to speed with the rest of the US economy … yet.
Hispanics Are Less Upbeat About Their Finances, but Younger Hispanics Have a Rosier Outlook
Sep 23, 2019
As the recession fades into the past, Hispanic income has been rising. However, it remains well below the average for total US households. For our latest report on the Hispanic cohort in America, we took a look at their attitudes on finances, finding that they are less upbeat than US consumers in general about their current economic situation. But a sense of upward mobility is an important part of their outlook.
Hispanics Used to Be on the Wrong Side of a ‘Digital Divide’—Is This Still True?
Sep 03, 2019
Early in the digital era, Hispanics lagged significantly in internet access, but that’s changed mainly due to smartphone adoption. These days, Hispanics are avid users of social media and digital video—though they do lag behind in having home broadband.
Understanding the Cultural Diversity of US Hispanics and Their Shopping Habits
Sep 03, 2019
Driven by gains in education and greater access to financial resources, the estimated buying power of US Hispanics is poised for growth, but Hispanic consumers and their shopping habits are often misunderstood or overlooked by marketers.
$1.5 Trillion Spending Power of US Hispanics Has a Caveat
Aug 21, 2019
In the latest edition of its annual report, the Selig Center for Economic Growth at the University of Georgia’s business school pegged total buying power of the US Hispanic population at $1.539 trillion in 2018. Having added more than $500 billion since 2010, the figure is expected to grow nearly $400 billion more by 2023.