Spanish Language Marketing: The Youthful Hispanic Consumer

May 31, 2011

Hispanics will become a major force in U.S. consumer-spending growth over the next decade and beyond. The slowing growth and aging population that characterizes other segments of consumers means that younger and larger Hispanic families will be more vital to future growth in consumer spending than at any time in the past.

English is making gradual gains as the language U.S. Hispanics are most comfortable speaking. Only some 27% are most comfortable in English. Therefore Spanish remains the language of the Hispanic/Latino community and some 80% of the 50 million Hispanics in the U.S. speak Spanish.  That is 40 million in total. Spanish Language Marketing is a critical way to reach the young Hispanic consumer.

The Hispanic population is, on average, more than 10 years younger than the average for non-Hispanics. Their median age is just under 28, which means that 75% of adult Hispanics are age 18-49, compared to 56% of non-Hispanics. The household size of U.S. Hispanic families is the largest of any segment. The average Hispanic family has 4.0 members, compared to 2.9 members in the average white, non-Hispanic family. And only 4% of adult Hispanics live alone, compared to 15% of white non-Hispanics.

Hispanic consumers are the most geographically concentrated of any large consumer segment. The eight states with the most Hispanics are home to 76% of all U.S. Hispanics. About half of Hispanic consumers live in California and Texas. The other six states having more than one million Hispanics are Florida, New York, Illinois, Arizona, New Jersey and Colorado. By contrast, the eight states with the largest concentration of non-Hispanics have just 44% of that consumer segment.

By 2015, millions of baby boomers will have begun retiring, thus reducing their consumer spending. Hispanic consumers will play a major role in replacing those retirees in the consumer marketplace and will contribute to the upsurge of retail spending and economic growth.

source- Peter Francese founder of American Demographics magazine