The Census data will be released next year and should highlight some interesting changes that are already being noted through other data sources. In 2000, Hispanics surpassed African-Americans as the largest minority (reaching 13% of the population vs. 12% for African-Americans). One forecast says there will be 30% more Hispanics than African-Americans by the end of 2010. But digging deeper into the Hispanic market uncovers some interesting stats. For example, over 60% of Hispanics are under the age of 34; and one-third are under the age of 18. At the DMA level, there are about 20 markets where the minority is the majority—in three-fourths of those DMAs it is Hispanic-dominant. Future Hispanic growth will not occur as much with immigration but rather through births—in fact, today, 60% of the growth in this demographic occurs through natural births. Multi-generation households are still common and while the younger generations will continue to be immersed in culture and heritage, Spanish language usage is changing among the youth where it has become more of a conversation tool at home with fewer being able to read and write the language.
Marketing efforts need to not only address the size of the Hispanic market, but the details found within it. On a recent blog, one Hispanic wrote about feeling “alienated” from everyone else as a consumer. He said his family likes the same TV shows, movies and music that the rest of the country likes—none of which was tailored for an Hispanic customer. There’s isn’t just one Hispanic audience. Be careful when using the “Hispanic” demographic label to describe this segment. Recognizing cultural differences among other shifts will be important as the younger generations continue to become purchasing consumers. As this and other audiences continue to change, don’t forget to look at the details.
