The U.S. Hispanic market, at nearly 39 million strong (14% of the total U.S. population), is country’s largest and fastest growing ethnic group and one of the world’s largest Spanish-speaking populations. Its economic and purchasing power has also increased dramatically. This contributes to an ever-increasing role in the global communications, marketing, and advertising landscape.

The Facts

• The U.S. Hispanic market is experiencing tremendous growth. During the last 40 years, the market has more than quadrupled in size. (1)


• Between 1960 and 2002, the number of Hispanic consumers increased from 6.9 million to 38.6 million – 13.4% of the total U.S. population. (7)


• In 1996 the nation’s total foreign-born population was estimated at 25 million, of which more than 40% were Hispanic, giving the United States one of the largest Spanish-speaking populations in the world. (3)


• During the last decade, Hispanic purchasing power increased dramatically – from $208 billion in 1990 to $580 billion in 2002 – a 279% increase. An estimated growth of 118% is expected over the next few years. (4)


• Hispanic population is composed of the following groups: Mexicans, 65%; Central and South Americans, 14%; Puerto Ricans, 10%; Cubans, 4%; and other, 7%
  The U.S. states with the largest Hispanic population are: California (12 million), Texas (7.3 million), Florida (3.1 million), New York (3 million), Illinois (1.7 million), and Arizona (1.5 million). (7)


• The average Hispanic household income in 2002 was $45,701.7


• Total percentage of expenditures in Hispanic-oriented advertising compared to total advertising expenditures almost doubled – from 1.8% in 1998 to 3.2% in 2001. This growth rate is expected to continue. (3)


• The top 60 advertisers in the Hispanic market expended $870 million in 2001, a 23.8% growth from the previous year. (6)