Hispanic market hits all-time high
Published July 28, 2010
Marketers who target the Hispanic demographic may be interested to know that, according to AdAge, the group is becoming more acculturated and open to messages in English.
Hispanics currently account for 50 million American consumers, up 42 percent from the 2000 census. Additionally, they are the nation's second-largest consumer market, about one-quarter the size of Caucasians.
The demographic is becoming increasingly acculturated, with 91 percent of Hispanic children born in the United States. Hispanic children are also more at ease with the English language, as 27 percent are adept at speaking the language and 17 percent are comfortable with both English and Spanish.
As this audience grows older, AdAge asserts they will act differently from their parents, allowing marketers to reach them like more traditionally mainstream consumers.
Businesses may also be able to reach this audience more effectively with digital marketing platforms. According to eMarketer, Hispanics hold greater trust in online information. They frequently browse the web looking for deals and are also more likely to click on banner display ads.