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U.S. Hispanic Market

The U.S. Hispanic population is growing more rapidly than the rest of the country's population, a trend that is projected to continue well into this century. Parallel to the rapid increase in population is the exponential growth in buying power of U.S. Hispanics.

The Facts

Here are some of the Latino Community facts in the U.S.:

  • Population Facts
    • Latinos are now the largest minority group in the United States1
    • Hispanics will make up 30.2 percent of the U.S. population in 2050, compared with 14 percent in 20052
    • Fifty one percent of Latinos say they plan to stay in the United States. The percentage is higher for those who have already been here more than 30 years, 85 percent3
    • By 2013, nearly one person out of every six living in the United States will be of Hispanic origin4
    • New York features the greatest diversity of Hispanics: 31 percent are Puerto Rican; 21 percent are Dominican; 11 percent are Mexican5
    • The ratio of male to female among U.S. Hispanics is 104 to 100; a sharp contrast to the overall population, which has 96 males per every 100 females1
    • The Hispanic population in Los Angeles County, California is the largest of any county in the nation at 4.7 million1
    • In 2009 there were 10.5 million Hispanic family households in the United States1

    Sources:

    1. U.S. Census, Current Population Survey
    2. U.S. Census Bureau, 2008 Projections
    3. Pew Hispanic Center, October, 2007
    4. Selig Center for Economic Growth The Multicultural Economy 2009
    5. Synovate U.S. Diversity Markets Report. 2006
  • Economic Facts
    • The disposable income of U.S. Hispanics was estimated at $951 billion in 2008 - 8.9 percent of total U.S. consumer spending1
    • Disposable income of U.S. Hispanics is projected to reach $1.4 trillion by 20131
    • In 2007, there were 18.8 million U.S. Hispanic Internet users2
    • In 2008 the 10 states with the largest U.S. Hispanic purchasing power were4:
      California: $249 billionNew Jersey: $36 billion
      Texas: $171 billionArizona: $31 billion
      Florida: $101 billionColorado: $21 billion
      New York: $75 billionNew Mexico: $18 billion
      Illinois: $41 billionGeorgia: $15 billion
    • On average, Hispanic households in the U.S. spend the most on groceries: $133 a week4
    • In 2008 U.S. Hispanics remitted $49.5 billion to their homelands3
    • $23.7 billion were sent as remittances to Mexico alone in 20073
    • The average remittance per capita is $1294
    • The annual average remittance per immigrant (unweighted average) is $2,2334
    • California, Texas and Florida are home to most Hispanic-owned businesses in the U.S.5

    Sources:

    1. Selig Center for Economic Growth at the University of Georgia, The Multicultural Economy 2009
    2. eMarketer, Hispanics Online: Young, Mobile and Bilingual, 2009
    3. Inter-American Development Bank, 2009
    4. Georgia Business and Economic Conditions. The multicultural economy. Third Quarter, 2007
    5. The International Fund for Agricultural Development. October 2007
    6. Hispanic-Owned Businesses: Growth Projections to 2012, Hispanic Business Inc., December 2007
  • Health Facts
    • Hispanics have the highest rate of uninsured in the U.S. with 41.5 percent of the population1
    • Uninsured students also were more likely to be Hispanic, black or Asian, mirroring the nation's uninsured population2
    • Twenty six percent of Hispanics reported not going to a doctor because of the cost3
    • Twenty one percent of Hispanics said they had taken money out of savings to cover health expenses3:
    • Forty one percent of Hispanics are very worried about being able to afford a major hospital stay3

    Sources:

    1. Gallup-Healthways Well-being index , June, 2009
    2. Bloomberg.com About 20% of U.S. College Students Without Coverage, April 08, 2008
    3. Rockefeller Foundation. American Worker Survey. February. 2007
  • Labor Force Facts
    • Of the entire Latino labor force in the United States:1
      • 37.5 percent work in landscaping services
      • 23 percent work in construction
      • 20.3 work in the food and beverage industry
    • The share of foreign-born workers in the U.S. labor force grew to 15.5 percent in 20092
    • The largest share of foreign-born laborers in 2009 — 50.1 percent — were Hispanic2
    • The 2009 median usual weekly earnings of foreign-born full-time wage and salary earners were $602, compared with $761 for native-born workers2

    The U.S. Bureau of Labor Statistic’s definition of “foreign-born” includes legally admitted immigrants, temporary residents with work permits and illegal immigrants. The Bureau’s reports do not break out statistics for illegal workers.

    Sources:

    1. Science Daily. Americans Living Longer, Enjoying Greater Health And Prosperity, But Important Disparities Remain. March 27, 2008
    2. The U.S. Bureau of Labor Statistics. March 19, 2010
  • Other Facts
    • Hispanics in the U.S. come from at least 20 different countries1
    • In 2007, 42 percent of U.S. Hispanics were high school graduates2
    • In 2008, 13.3 percent of Hispanics 25 and older had a bachelor's degree or some higher education3
    • Latinos in New York have the highest level of acculturation and speak English at work most frequently compared to the rest of the nation4
    • Univision is the fifth network in the United States behind ABC, NBC, CBS and Fox5

    Sources:

    1. Hispanic Research Inc. September, 2006
    2. Science Daily. Americans Living Longer, Enjoying Greater Health And Prosperity, But Important Disparities Remain. March 27, 2008
    3. U.S. Census Bureau, 2010 Statistical Abstract
    4. Synovate U.S. Diversity Markets Report 2006
    5. Nielsen Television Index. May, 2007