August 3, 2010

IDEAL AMERICANS:

Hispanic Market Hits Tipping Point: Demo Accounts for One in Six U.S. Residents, Nearly Half Are at Ease in English (Peter Francese, July 26, 2010, AdAge.com)

If you're looking to reach upholders of traditional American values, your best bet might be the Hispanic market.

The market is growing: The 2010 Census expected to count a record 50 million Hispanics, or one in every six U.S. residents, meaning the Hispanic population will have increased a stunning 42% from the previous census in 2000. (By comparison, the non-Hispanic population will have edged up just 5% in that decade.) It's also got scale: Hispanics are now the nation's second-largest consumer market after white non-Hispanics, who are still the largest group at about 200 million.

But perhaps the most remarkable aspect of Hispanics in America is how closely they exemplify our idealized concept of 1950s America. They are young (their median age is about where the whole nation was in 1955) and more often live in large, traditional, married-with-children families with lots of participation from grandparents.

More often than not, according to data from the Bureau of Labor Statistics, they eat family meals at home, and spend less than average on alcohol. They're moving to the suburbs, tend to be community-oriented, and have high aspirations for their children. In short, they are the sweet market for consumer goods and services that the entire nation used to be when baby boomers were young.

Hispanic children are overwhelmingly U.S. born. Fully 91% of Hispanic children were born in the U.S., compared to only 47% of Hispanic adults, which has great implications for the demographic's speed of acculturation.


When you hate a group that exemplifies your values we can narrow down the reason for your loathing.

Posted by Orrin Judd at August 3, 2010 5:51 AM
blog comments powered by Disqus
« EXCEPT THAT THE REASON MR. CAMERON EMBRACED COALITION...: | Main | BUT WHAT DID SADDAM EVER DO TO DESERVE REGIME CHANGE?: »