a n i c

H isp
a n d
nic s
p a
His
e n
By: Leeann
M Blahitka and Caitlin Gordon
HISPANICS
A person of Cuban, Mexican, Puerto Rican, South or Central
American, or other Spanish culture or origin regardless of race
(CNN 2017).
In U.S. ( 2nd largest in market segment)
(Census 2016)

Fastest and largest growing minority group

(Census 2016)
Demographics: Location

Most live in South and West.

Majority live in Texas, Florida, and
California
Demographics: Education

Most Hispanics above

the age of 25 have at
least High school
degree (64.7%) (Census
2016)

88.8 percent of non-

Hispanic white have at
least a high school
degree. (U.S. Census
2016)
Demographics: Income
Average household
income $42,396 vs.
the US population is
$51,939 (Census
2106)

Fastest growing
demographic buying
power. (Census
2016)
Demographics: Language
57.4% are billingual (Census 2016)
Spanish is the second most used language in the U.S. ( Census
2016)
Hispanic Men Demographics

30 percent are high

school graduates
(Census 2016)

More likely to be in a
low paying job (Census
2016)

44 percent make
between $25,000-
$50,000 (Census 2016)

89 percent are
employed (Census
2016)
Hispanics Families: Marriage

TOTAL Hispanics:
45.5 % are married
39.9% were never
married

MEN
45.3 % men are married
44.4 % men were never
married
(Census 2016)
Buying power
1.4 trillion buying power
in 2012

Projected to be 1.8
trillion by 2021

Hispanic buying power is

already bigger than
entire Mexico economy.

( SOURCE: Economic
Status of Latinas
Report 2016)
Buying habits

Hispanics buy more cosmetics than average

American. (Nielsen 2015)
Buying habits

Spend most of income

on groceries

Fresh foods matter.

Indicator of quality/
health

Buy products
associated with
Hispanic cuisine
Buying habits

Seek out products and brands that

speak to their culture (Nielsen 2016)

Tend to lean towards grocery product

that represent their culture. (fresh
food) (Nielsen 2016)

Dont care for packaged foods

because of culture most use
kitchen (Nielsen 2016)
Hispanic men
buying habits

Most likely to buy

clothes, household
products, food and
home electronics
( Nielsen, 2015)

More likely to buy

beauty and self care
products than non-
Hispanic men.
( Nielsen, 2015)
Media use: TV

T.V, radio, and internet are 3 biggest platform used to get info
Telemundo is one of the biggest T.V stations viewed by Hispanics

Telemundo is a Spanish-speaking US T.V. Station owned by Comcast

Has great success in communicating with Hispanics
 Media use: Radio

97% of all Hispanics are

reached by radio every
week

Mexican Regional and

Spanish Contemporary
are most popular genre

13:15 (Hours: Minutes)

average amount of time
Hispanics spend listening
to radio

Nielsen report, 2016

Media use: Internet

In 2014, 39
million Hispanics
were online ( Murillo
2015)

That is 16 percent
of total users on
the internet in
the US ( Murillo 2015)
Media use: Advertising

66 percent take notice of online ads, 20 percent

more than general public ( Murillo 2015)

Connect more with brand or product when the

ad is relevant to their culture

Culture relevance made them 93% more likely

to take some type of action with the brand.
( Murillo 2015)

Hispanics spent $7.83 billion on major media in

2016. ( Advertising Age)
Direct Marketing
Best Practices In Marketing To Hispanics

Using Spanglish (Restrepo, 2016)

Include Hispanic talent, music and imagery (Restrepo, 2016)
Create mobile friendly campaigns (Restrepo, 2016)
Consistent with Hispanic marketing (Restrepo, 2016)
Understand Spanish speaking social media (Restrepo, 2016)
Aware of cultural diversity (Restrepo,2016)
HISPANIC ADVERTISING AGENCIES
Top five fastest growing Hispanic 3. Sensis
Marketing agencies Location: Los Angeles, California
1. Walton Isaacson
Located: Culver City, California

4. Moroch Partner
Location: Dallas, Texas

2. Marca Miami
Location: Coconut Grove, Florida 5. Richards/Lerma
Location: Dallas, Texas
 Work Cited
Bureau, U. C. (2016, October 12). FFF: Hispanic Heritage Month.
Retrieved April 26, 2017, from
https://www.census.gov/newsroom/facts-for-features/2016/cb16-ff16.ht
ml

Economic Status of Latinas Report. (2017). Retrieved April 26, 2017,
from http
://www.latinas.org/atf/cf/%7B556081AD-4C65-463C-B792-
1965C38C6EA9%7D/ESLR%202017%20FULL%20REPORT%20FOR
%20WEB.PDF

Hispanic Family Size in USA Shrinking. (2015, June 10). Retrieved April
26, 2017, from https://www.pop.org/hispanic-family-size-in-usa-
shrinking/

Latinos in the United States: The Statistics. (n.d.). Retrieved April 26,
2017, from
http://markettolatinos.com/demographic-economic-charts.html
Works Cited 2
Wentz., L. (2016, August 02). Ad Age's 2016 Hispanic Fact Pack Is Out Now.
Retrieved April 26, 2017, from
http://adage.com/article/ad-age-graphics/ad-age-s-2016-hispanic-fact-
pack/305259/

M. (2013, February 13). Hispanic men present opportunities for marketers,

reports Mintel. Retrieved April 26, 2017, from
http://www.mintel.com/press-centre/retail-press-centre/hispanic-men-present
-opportunities-for-marketers-reports-mintel

M. (2015, June 15). Marketing to Hispanic Men - US - December 2012.

Retrieved April 26, 2017, from http://store.mintel.com/marketing-to-
hispanic-men-us-december-2012
Work Cited 3
Murillo, E. (2015, June). New Research Shows How to Connect With U.S. Hispanics Online. Retrieved April 26, 2017, from
https://www.thinkwithgoogle.com/articles/new- research-shows-how-to-connect-with-digital-hispanics-online.html

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%20FOR%20WEB.PDF

N. (2015, February 23). Hispanic Consumers Are the 'Foundation' for Beauty Category Sales. Retrieved April 26, 2017,
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N. (2014, April 15). A Fresh View of Hispanic Consumers. Retrieved April 26, 2017, from
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Work Cited 4
N. (2016, September 05). Brand Equity: Top Brands Consumers Associate with Positive Health and
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with-positive-health-wellness-impact.html

N. (2016, October 4). Radio's Impact Among Hispanic Consumers is Evident. Retrieved
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http://www.nielsen.com/us/en/insights/news/2016/radios-impact-among-hispanic-consume
rs-is-evident.html

Murillo, E. (2015, June). New Research Shows How to Connect With U.S. Hispanics
Online. Retrieved April 26, 2017, from https://www.thinkwithgoogle.com/articles/new-
research-shows-how-to-connect-with-digital-hispanics-online.html

S. (n.d.). Hispanics' buying power in the U.S., 2017 | Statistic. Retrieved April 26, 2017, from
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Work Cited 5

Telemundo. (2017). NBCUniversal. Retrieved 27 April 2017, from
http://www.nbcuniversal.com/business/telemundo

Tindle, T. (2011, October 26). Advertising Strategies for Targeting U.S.
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