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U.S. Hispanic
Market - 2010
The U.S. Hispanic market is over 55 million self identified Hispanics. The following chart divides this segment into five groups:
1. Spanish language dependent (21%): These are new comers, foreign born, consume Spanish language media all or most of the time, Spanish is the main language used for communication.
2. Spanish language preferred (28%): Few years in the U.S., foreign born, consume Spanish language media, most of the time. For most, Spanish is the main language used for communication.
3. Bilingual (28%): More years in the U.S., foreign born and some born in the U.S. switch from Spanish to English comfortably; consume both English and Spanish language media. Perfect candidates for bilingual jobs.
4. English language preferred (12%): Mostly U.S. born, switch from Spanish to English language for media consumption. Great desire to learn more Spanish, or better yet, proper Spanish.
5. English language dependent (11%): Born in the U.S., proud of their Hispanic heritage, are adapters to both cultures, consume mostly English media. The growth of the Hispanic market is fueled by immigration and birth. According to the “Ask U.S. Hispanics” Report 2009, 15% of Hispanics are living in the U.S. for 5 years or less. The birth rate in the U.S. among Hispanics is higher than that for non-Hispanics; one of every four new born in the U.S. is from a Hispanic family. In Los Angeles, that percentage is higher; three of every four are from Hispanic families. Also, there is some retro-acculturation from Hispanics who where not exposed to Spanish language as much as they would want and now, this segment wants to command the language better, for many reasons including job opportunities.
In reference to language, to be bilingual is the optimum goal because bilingual Hispanics have better choices for jobs and the related benefits of travel to Latin American countries without concern about communicating in the language in a foreign country.
MR&A conducts
research among Hispanics in every major city in the United States.
United
States Population Projection and Hispanic Impact
Why The Hispanic
Population Will Increase Faster Than Other Segments?
There are two
major reasons why the Hispanic population will increase at this
fast pace: immigration and large families.
Hispanic
Profile
Hispanics living in the U.S. tend to maintain their culture, i.e.
language, family values, food preparations, traditional customs
and festivities.
The Spanish language will not only be maintained, but will increase
in popularity and it will be “cool” to be bilingual. The
demand for Spanish/English speakers will increase.
Hispanics living in the U.S. will take advantage of the two cultures:
The American culture with its technology/comfort and the Hispanic
culture with its language and traditional customs.
United
States Population Projection and Hispanic Impact
Year |
2010 |
2015 |
2020 |
2025 |
2030 |
2035 |
2040 |
2045 |
2050 |
Total Population
(Millions) |
316.7 |
334.3 |
352.0 |
369.6 |
387.3 |
405.0 |
422.6 |
440.2 |
457.9 |
Median Age, Total |
37.9 |
38.6 |
39.2 |
39.7 |
38.9 |
39.1 |
39.0 |
39.8 |
38.8 |
Hispanic Population
(Millions) |
50.4 |
56.9 |
64.1 |
71.7 |
80.2 |
88.7 |
97.6 |
106.9 |
117.7 |
Median Age, Hispanic |
30.5 |
31.2 |
31.9 |
32.5 |
29.8 |
30.3 |
30.8 |
31.3 |
35.1 |
Percentage of Hispanics |
15.9 |
17.0 |
18.2 |
19.4 |
20.7 |
21.9 |
23.1 |
24.3 |
25.7 |
- Source: U.S.
Bureau of the Census and Meneses Research & Associates
MR&A
conducts full service data collection in any city in Latin America.
MR&A uses
a proprietary design to identify relevant Social Economic Segments
(SES) for each country. In addition, these SES are applied across
Latin America for uniform research results.
MR&A conducts
research in:
• Argentina
• Guatemala
• Bolivia
• Mexico
• Brazil
• Panama
• Chile
• Peru
• Colombia
• Puerto Rico
• Costa Rica
• Uruguay
• Ecuador
• Venezuela
• El Salvador
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