1.
A look at how to market to the Hispanic population in the US. From
statistics to trends for this new year, marketers can better understand
this demographic and learn how to market to them efficiently.
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Table of Contents:
PageTitle: Page Number:
Demographics 3
Statistics 13
Market Overview 21
Facts 44
Things to Avoid 57
How to 65
Marketing Best Practices 86
Hispanic Generational Marketing 97
Hispanic Gender Marketing 110
Growth Sectors 126
Trends 150
Work Cited 165
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3.
Demographics:
$45,150 is the Median household income
14.8% of Hispanics aged 25 or more have a bachelors degree
15.2 million, the largest Hispanic population in California
17.6% of the total population in 2015 was Hispanic
20% of millennials are Hispanic
3
Compiled by Author from: census.gov & factfinder.gov & socialcode.com

4.
Age Distribution in 2015:
Overall
Hispanic
Population
Age
Distribution:
Under 5:
5,143,540
5 to 13:
9,187,595
14 to 17:
3,819,046
18 to 24:
6,680,740
25 to 44:
17,159,007
45 to 64:
10,829,940
65 and
Over:
3,772,925
4
Compiled by Author from: census.gov & factfinder.gov
Overall
Median
Age:
29

5.
Language:
28%
31%
41%
Language at Home:
Spanish English Bilingual
5
Compiled by Author from: thinkwithgoogle.com
16%
52%
32%
Language Online:
Spanish English Bilingual

6.
Origin Distribution 2015:
63%10%
4%
4%
3%
2%
14%
Hispanic Origin in the US:
Mexican Puerto Rican Salvadoran Cuban Dominican Guatemalan Other
6
Compiled by Author from: census.gov

7.
State Population:
Arizona California Colorado Florida
Illinois
New
Jersey
New
Mexico
NewYork
Texas
7
Compiled by Author from: census.gov
States with Hispanic Populations of more than 1 million:

8.
Advertisement Statistics:
41% feel more favorable about a brand that aims to be culturally relevant
80% prefer ads that incorporate Spanish messaging
88% pay attention to ads when it includes aspects of Hispanic culture, regardless of
language
93% of Hispanics act on ads they recall seeing such as performing a search, visiting a
website, or making a purchase
8
Compiled by Author from: socialcode.com & thinkwithgoogle.com & nielsen.com

9.
Digital Media Statistics:
200% increase in the
number of Spanish
keyword searches across
key categories, such as
auto, food, beauty, and
others
54% of consumers use
the internet when
gathering information
about a purchase
56.7% of Hispanics
smartphone owners
have Androids
61% use search engines
on a tablet or
smartphone for local
shopping
9
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print & nielsen.com & thinkwithgoogle.com

10.
Facebook Statistics:
71% of Hispanics use
Facebook to connect with
loved ones every day
89% of Hispanic
Millennials use social
networking sites
95% of Hispanics on
Facebook login from their
phones
10
Compiled by Author from: socialcode.com & nielsen.com

11.
Traditional Media Statistics:
$7.83 billion
US Hispanic
major-
media
spending
onTV,
cable,
newspaper,
magazines
and radio
13 hours
and 15
minutes
they spent
listening to
radio each
week
16.3% of
Hispanics
can only be
reached on
TV
34% of
consumers
use
television
when
gathering
information
about a
purchase
36%
Growth in
Latino
unique
viewers on
Hulu
11
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print & socialcode.com & thinkwithgoogle.com

12.
Consumer Expenditures 2013:
Housing
36.60%
Apparel
4.60%
Transportation
18.20%
Entertainment
3.90%
Personal Care Products
1.20%
Health Care
4.60%
Other
13.90%
Food at Home
9.60%
Food Away from Home
6.50%
Alcoholic Beverages
0.90%
Consumer Expenditures in 2013:
12
Compiled by Author from: adage,com

13.
Consumer Purchasing Power:
1
1.2
1.5
1.7
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8
2010
2012
2015
2017
Purchasing Power inTrillions of Dollars:
13
Compiled by Author from: statista.com

14.
Discretionary Spending by City:
Most Hispanic Discretionary Spending by City:
Los
Angeles
New
York
Miami Houston
San
Antonio
14
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

15.
Discretionary Spending by Region:
South
$85.73
Billion
West
$79.39
Billion
Northeast
$30.35
Billion
Midwest
$18.61
Billion
15
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

16.
Hispanic Media Agencies and Groups:
Tapestry
MEC
Multicultural
MV42
ZO
Multicultural
OMD
Multicultural
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17.
Internet Usage:
71%
74.20%
76.50%
79%
81.90%
64%
66%
68%
70%
72%
74%
76%
78%
80%
82%
84%
2014 2015 2016 2017 2020
INTERNET USAGE PENETRATION:
17
Compiled by Author from: statista.com

18.
Language Preferences by Medium:
18
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print
Listening to Radio:
Only in English
Mostly English but
Some Spanish
Mostly Spanish but
Some English
Only in Spanish
Other Language
Reading:
Only in English
Mostly English but
Some Spanish
Mostly Spanish but
Some English
Only in Spanish
Other Language

19.
Language Preferences by Medium:
19
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print
Watching TV:
Only in English
Mostly English but
Some Spanish
Mostly Spanish but
Some English
Only in Spanish
Other Language
When Online:
Only in English
Mostly English but
Some Spanish
Mostly Spanish but
Some English
Only in Spanish
Other Language

20.
Largest Hispanic Agencies:
Eventus
Lopez Negrete
Communications
Conill Alma
Bravo Group Latin Works Dieste Grupo Gallegos
GlobalHue Casanova//McCann
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Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

21.
Largest HispanicWebsites:
Univision Digital
Terra-Telefonica
Prisa
EHowEnEspanol.com
Batanga Media Sites
21
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

22.
Largest Marketers by Hispanic Medium:
22
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print
Advertisers on Websites:
Verizon Communications
Kellogg Co.
AT&T
Nissan Motor Co.
Charter Communications
Broadcast & Cable NetworkTV:
Genomma Lab International
Procter & Gamble Co.
Dish Network Corp.
DeutscheTelekom (T-Mobile)
AT&T

23.
Largest Marketers by Hispanic Medium:
Magazine:
L'Oréal
Procter & Gamble Co.
Johnson & Johnson
Mars Inc
GrupoTelevisa
Newspaper:
Target Corp.
Sears Holding Corp.
Macy’s
Kohl’s Corp.
Academy Sports & Outdoor Stores
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Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

24.
Largest Marketers by Hispanic Medium:
Spot Radio:
SoftBank Group (Sprint Corp.)
DeutscheTelekom (T-Mobile)
AT&T
Univision Holdings
Verizon Communications
SpotTV:
Charter Communications
Nissan Motor Co.
Comcast Corp.
AT&T
Ford Motor Co.
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Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

25.
Media Ad Spending:
$4,625
$1,281
$288
$787
$378
$48
$425
$0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500 $4,000 $4,500 $5,000
NETWORK TV
SPOT TV
CABLE TV
NEWSPAPER
MAGAZINE
OTHER PRINT
SPORT RADIO
Hispanic Major Media Ad Spending in 2015 by Medium:
25
Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

26.
Media Ad Spending:
59%
16%
4%
10%
5%
1%
5%
PERCENT OF TOTAL OF MEDIA AD SPENDING:
Network TV
Spot TV
Cable TV
Newspaper
Magazine
Other Print
Sport Radio
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Compiled by Author from: Advertising Age supplement Hispanic Fact Pack- Print

27.
Work Cited:
• "15 Stats Digital Marketers Should Know About Hispanic Consumers | Blog." SocialCode. N.p., 15 June 2016.Web. 09 Feb. 2017.
<http://socialcode.com/thought-leadership/blog/insights-brief-15-stats-digital-marketers-know-hispanic-consumers/>.
• "American FactFinder - Results." U.S. Census Bureau. N.p., n.d. Web. 09 Feb. 2017.
<https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk>.
• Bueno, Brian. "The Growing Hispanic Population Means Big Business forThese Seven Sectors." AHAA.org. IBISWorld, Aug. 2011.Web. 23 Feb.
2017.
<http://www.ahaa.org/Portals/0/Research/The%20Hispanic%20Consumer/Power,%20Influence%20&%20Behavior/The%20Growing%20Hispanic
%20Population%202011.pdf>. Online PDF
• Bureau, US Census. "FFF: Hispanic Heritage Month 2016." US Census Bureau. N.p., 12 Oct. 2016.Web. 09 Feb. 2017.
<http://www.census.gov/newsroom/facts-for-features/2016/cb16-ff16.html>.
• "Captura Group." Hispanic Online Marketing. N.p., n.d. Web. 22 Feb. 2017. <http://www.hispaniconlinemarketing.com/2016/12/hispanic-digital-
predictions-for-2017/>.
• Deesing, Jonathan. "How to Effectively Market to the Growing US Hispanic Market." MarketingProfs. N.p., 29 July 2015.Web. 22 Feb. 2017.
<http://www.marketingprofs.com/articles/2015/28151/how-to-effectively-market-to-the-growing-us-hispanic-market>.
• "Five Insights For Reaching Hispanic Consumers In 2016." N.p., 8 Dec. 2015.Web. 22 Feb. 2017.
<http://www.mediapost.com/publications/article/264267/five-insights-for-reaching-hispanic-consumers-in-2.html>.
• Goffan, Havi. "Uncovered Facts About Online Hispanic Women and their Media Usage ." Target Latino. N.p., 18 May 2015.Web. 23 Feb. 2017.
<http://hispanic-marketing.com/facts-online-hispanic-women-media-usage/>.
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Work Cited:
• "Hispanic Influence Reaches New Heights in the U.S." Hispanic Influence Reaches New Heights in theU.S. N.p., n.d. Web. 09
Feb. 2017. <http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-us.html>.
• "Hispanic Marketing Predictions For 2017." Mediapost. N.p., 22 Dec. 2016. Web. 23 Feb. 2017.
<http://www.mediapost.com/publications/article/291663/hispanic-marketing-predictions-for-2017.html>.
• "Hispanic Millennials:Top 5 Insights and Strategies." Latinum Network. N.p., 11 Dec. 2015. Web. 23 Feb. 2017.
<http://www.latinumnetwork.com/hispanic-millennials-marketing-insights3/>.
• "Hispanics,Transforming the Consumer Landscape." Hispanics,Transforming theConsumer Landscape. N.p., n.d.Web. 09
Feb. 2017. <http://www.nielsen.com/us/en/insights/news/2016/hispanics-transforming-the-consumer-landscape.html>.
• "HispanicTV consumption down, smartphone apps&web use way up." NScreenMedia. N.p., 29 July 2015. Web. 09 Feb. 2017.
<http://www.nscreenmedia.com/hispanic-tv-consumption-down-smartphone-user-way-up/>.
• "Is Big Data MissingThe Big Picture:The Hispanic Market." MediaPost. N.p., 2 Feb. 2017. Web. 09 Feb. 2017.
<http://www.mediapost.com/publications/article/294243/is-big-data-missing-the-big-picture-the-hispanic.html>.
• Magazine, AdvertisingAge. Advertising Age supplement Hispanic Fact Pack. 13th ed. N.p.: AdvertisingAge, 2016. Print
• "Marketing to HispanicsOnline -The Statistics." 360 Content Pro. N.p., 01 May 2016. Web. 09 Feb. 2017.
<http://360contentpro.com/marketing-to-hispanics/>.
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Work Cited:
• "Multicultural Consumers by the Numbers: From Shopping toTweeting." Advertising Age News RSS. N.p., 06 Apr.
2015. Web. 09 Feb. 2017. <http://adage.com/article/news/multicultural-consumers-numbers/297869/>.
• "New Research Shows How to Connect With U.S. Hispanics Online." Think with Google. N.p., n.d. Web. 22 Feb. 2017.
<https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-
online.html>.
• Peng, Daven, and Lodovica Biagi. "• Statista -The Statistics Portal for Market Data, Market Research and Market
Studies." • Statista -The Statistics Portal for Market Data, Market Research and Market Studies. N.p., n.d. Web. 09
Feb. 2017. <http://www.statista.com/>.
• Sergio Restrepo,VP Global Digital Marketing Services, Lionbridge. "10 Best Practices For Marketing to Hispanic
Consumers." TheTranslation and Localization Blog. N.p., 22 Nov. 2016. Web. 22 Feb. 2017.
<http://content.lionbridge.com/10-best-practices-for-marketing-to-hispanic-consumers/>.
• "WhatYou NeedTo Know About Marketing To Hispanic Consumers." Markdebrand. N.p., 04 Oct. 2016. Web. 22 Feb.
2017. <http://markdebrand.com/marketing-hispanic-consumers/>.
• "Why Brands Still Don't Have ATrue Hispanic Marketing Strategy." MediaPost. N.p., 29 Dec. 2016.Web. 09 Feb.
2017. <http://www.mediapost.com/publications/article/292005/why-brands-still-dont-have-a-true-hispanic-
market.html>.
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Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com