The Power of the US Latino Market

The Power of the U.S.Latino Market: 30 FACTS ABOUT LATINO INFLUENCE THAT MAY SURPRISE YOU BY 2050, HISPANICS WILL REPRESENT 16.7% 1 out of every 6 American adults, and 1 out of every 4 children is Latino. 30% IN 2011, HISPANICS MADE UP 16.7% OF THE TOTAL U.S. POPULATION, OF THE U.S. POPULATION OR 52 MILLION PEOPLE There are 8 states in the U.S. that have a population of 1 million or more Hispanic residents: Arizona, California, Colorado, Florida, Illinois, New Jersey, New York and Texas. USA 2 HISPANIC POPULATION MEXICO #1 HISPANIC POPULATION ONLY ONE COUNTRY-MEXICO- IS HOME TO MORE HISPANICS THAN THE U.S. The states with the fastest-growing Hispanic populations are South Carolina, Alabama, Tennessee and Kentucky, all of which more than doubled their Hispanic populations in the past decade. 10 Hispanic origin groups-Mexicans, Puerto Ricans, Cubans, Salvadorans, Dominicans, Guatemalans, Colombians, 10 92% Hondurans, Ecuadorians and Peruvians- make up 92% of the U.S. Hispanic population. HISPANIC ESTIMATED PURCHASING POWER WAS $1.2 TRILLION IN 2012 THE PER CAPITA INCOME OF U.S. HISPANICS IS HIGHER THAN ANY ONE OF THE BRIC COUNTRIES (BRAZIL, RUSSIA, INDIA, CHINA) IF THE HISPANIC MARKET IN THE UNITED STATES WERE A STANDALONE COUNTRY, IT WOULD RANK AMONG THE TOP 20 ECONOMIES IN THE WORLD. SEVEN ECONOMIC SECTORS ARE EXPECTED TO BENEFIT THE FROM LATINO DEMOGRAPHIC CHANGE: Hispanic households spent more on telephone services, men's and boys' clothing, children's clothing, and footwear than non-Hispanics. (residential) (automotive and airline) (gracery and restaurants) Also, Hispanics spent a higher proportion of their money on food (groceries and restaurants), housing, utilities, and transportation. COUCATION (higher education and technical schools) (especially clothing and electronics) NUSTRIES THE TEN STATES WITH THE LARGEST HISPANIC MARKETS: SPENDING POWER IN BILLIONS HISPANICS SPEND SUBSTANTIALLY MORE THAN THE TOTAL MARKET IN THESE 10 PRODUCT USE CATEGORIES TOP 10 HISPANIC PRODUCT CATEGORIES $21 $37 DRIED VEGETABLES AND GRAINS $43 GROOMING AIDS DISPOSABLE DIAPERS FAMILY PLANNING $253 HAIR CARE SHORTENING OIL BABY FOOD WOMEN'S FRAGRANCES $31 $18 $15 $175 PHOTOGRAPHIC SUPPLIES BABY NEEDS $101 Hispanics are expected to The number of Hispanic-owned account for 40% (5 million) businesses in the United States of the estimated 12 million to increased by 43.6% to 2.3 million, 14 million of net new households more than twice the national rate In the past decade, upscale Hispanic households (defined as having within the next decade. of 18.0% between 2002 and 2007. an annual income of $75,000 or more) have more than doubled to roughly 3 million. TOP 10 SPANISH LANGUAGE ADVERTISERS IN BOTH 2010 & 2011 The top 500 U.S. advertisers dedicated $4.3 billion to targeting Hispanics in 2010. PeG O TOYOTA usbancorp GM Advertising growth increased by 20.7% for the Hispanic market compared to 1.7% of non-Hispanic market. KRAFT McDonald's at&t General Mills KT verizonwireless U.S. Latinos accounted for 11%, or $2.2 billion, of total e-commerce purchases made across the United States in the first quarter of 2012. 51% ¡HOLA! More than eight in ten (82%) Latino adults say they speak Spanish. Nearly all (95%) say it is important for future generations to continue to do so. Hispanics like ads 51% more if viewed in Spanish rather than English. Overall, Hispanics are 28% more likely to own a smartphone than non-Hispanic whites. Hispanics outpace all ethnic groups in mobile data service consumption including music and picture downloads, and at a growing rate. Approximately 60% of Latino households own at least one video- and Internet-enabled cell phone compared to 43% of the general market. The average mobile phone bill is 8% higher for Hispanics than for the general market. 86% 2of U.S. Hispanics have a high-speed Internet connection in their homes and 26.8% of Hispanic internet users spent six hours or more per day on social media sites, versus only 8.5% of total internet users. 78% use the Internet as their main information source, even more than television. facebook seare for pecple. places ard things SOURCES PO PULATION GROWTH 72% of Hispanic internet users visited Facebook in May 2012 and almost 15% of Facebook's audience PURCHASING POWER Selig tenter for Economic Growth Goldman Sachs Glo balEconamics, Damme dities & Stategy Research 18IS World, the Gowing Hispanic Population Nelsen His pa aiclusiness.com Packaget facts US. Census 2011 Population Estimates IS. Census Popula tioa Projections IS Censas Bureau, Agust 2012 Pew Research Hisnank Deute LANGUAGE AND MEDIA PREFERENCES Pew Hispanic Center, Apil 2012 Nielsen "The State of Hispanic Cansaner la saciatien of His panic Advertising Agencies (AHAA BIGhsight's February 212 is Hispanic, up from 14.5% in 2011. smartling" HI!