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US population diversification 

 Census figures released this week show about 1/4 of all kindergarten kids are now Hispanic.

Hispanics account for one-fifth of students in kindergarten through 12th grade overall.

At the University of Texas, Hispanics comprised 18 percent of undergraduate students in 2008. 


Hispanics Online in 2008

 Hispanics are one of the fastest growing and most active segments of the online population. They are using technology to enable social connectivity and enhance their cultural identity. In a recent study authored by Dr. Felipe Korzenny, he found that Hispanics, regardless of language preference and age, are more likely to be active on social networking sites than non-Hispanic Whites. Hispanic market growth and technology adoption are converging, making digital communications the next frontier in Hispanic marketing.

Hispanics demonstrated strong ownership in several culturally relevant areas. Given that staying in touch with family is of such high value in the Hispanic culture, ownership of technology which facilitates closeness makes cultural sense.

For example, blogs and websites were highest among Hispanics, as well as cell phones with digital cameras, and digital cameras alone. Satellite radio and TV ownership was also strong among Hispanics likely due to the heritage from ownership of technology for satellite transmissions in Mexico.

According to Dr. Korzenny,  we'll see increased use of technology, particularly the Internet… over indexing in several categories… and this goes for all emerging minorities--- Hispanics are leading in the use of social media, and social media marketing is a great vehicle for incorporating Hispanic sensitive brands in the culture.

Forrester's Social Technographics® profiles reveal that online Hispanics are highly active in their use of social media, and they consistently outpace non-Hispanics in every aspect of engagement. 



Some Latino households spending facts

According to a new Nielsen "Demo Drill Down" report, Latino households overindex by 90 percent their average spending on dried vegetables and grains.

Among the other highlights of the Nielsen study, conducted between July 2007 and June 2008:

• Hispanic households outspent all U.S. households by 88 percent on purchases of ice
• Latino homes overindex by 75 percent when it comes to their purchases of baby food and 72 percent with spending on baby needs
• Hispanic households are 64 percent more likely to spend their money on disposable diapers compared to the overall population. 

Other categories seeing higher spending activity in Hispanic-American households, compared to the total U.S. population, include hair care, family planning, women’s fragrances, grooming aids and juices and drinks.

Rank (by highest index) Top 10 Categories: Hispanic-American Households Dollar Volume Index

1 Vegetables and Grains - Dried 190
2 Ice 188
3 Baby Food 175
4 Baby Needs 172
5 Disposable Diapers 164
6 Hair Care 144
7 Family Planning 143
8 Fragrances - Women 140
9 Grooming Aids 136
10 Juices, Drinks - Shelf Stable 133

Source: The Nielsen Company (June 30, 2007 - June 28, 2008). "Dollar Volume Index" is a demographic segment’s share of dollar sales, divided by a segment’s share of U.S. households, multiplied by 100.


Hispanic Facts in Texas

 If you do business in Texas, you may want to advertise to Hispanics, not only in English but in Spanish too. And not only in Spanish; you want to be culturally relevant.

And you want to hire an expert, not just a translator. You want to work with an advertising professional who understands and lives biculturalism.You need a bilingual Creative.

I can help. Just send me an email:


More than 36 percent of Texas’ citizens are Hispanic, exceeding twice the national percentage, and by 2020 Hispanics could be the majority of Texas’ population.

The U.S. Census Bureau estimates Hispanic buying power in the United States will reach $1 trillion by 2011.

In Texas, Hispanic consumers spent about $154 billion in 2007.

Texas ranked second in 2007 among states with the highest Hispanic market share, at 19.8 percent.

Latino women now make up the fastest growing segment of entrepreneurs in the United States.

The percentage of the Hispanic-origin population that lives in California or Texas. California is home to 13.2 million Hispanics, and Texas is home to 8.6 million.

Proportion of the population of Starr County, Texas, that was Hispanic as of 2007, which led the nation. In fact, each of the top 10 counties in this category was in Texas.

Counties with the highest number of Hispanic-owned firms were Los Angeles County (188,422); Miami-Dade County (163,187); and Harris County, Texas (61,934).

Percentage of Texas residents 5 and older who speak Spanish at home, which leads all states. (The percentage for Texas is not significantly different from that of New Mexico, however.) This compares with the national average of 12 percent.

The Top 20 Texas companies in the 2008 Hispanic Business Ranking produced revenues of, $3.98 billion and employed 14,617 people in 2007.

Hispanic Market share by state:

 More information

Patricia Daumas is a Creative Director and Copywriter specialized in the US Hispanic market.



Buying power of Hispanics in Georgia


The buying power of Hispanics in Georgia is increasing as the group's income is growing faster than the state average, according to University's Selig Center for Economic Growth economists.

The state's 700,000 Hispanics spend more on housing, groceries, gas, vehicles and other items than other consumers. However, they spend less on health care and personal insurance.

"In Georgia, the increase in buying power means more market niches for Hispanics, which are appealing to companies," said Jeff Humphreys, director of the University's Selig Center for Economic Growth.

In Athens, the growth in income can be seen in the increase of new accounts at El Banco de la Oportunidad, a division of First American Bank and Trust. With a steady increase in new accounts, the bank has approximately $1.9 million in 1,000 interest and non-interest bearing accounts, said bank manager Fausto D. Sarmiento.

Sarmiento said Hispanics in Athens also are starting new businesses, reflecting a national trend. Customers with commercial accounts are in construction, poultry, real estate, financial and food industries. Sarmiento also said organizations such as El Banco de la Oportunidad are helping Hispanics become acculturated within the U.S. financial system.

"Through the services we provide, the Hispanic community in Athens will be able to utilize the different banking resources in order to fully benefit from their own increased purchasing power," he said.

The growth in Hispanic buying power has been studied by the Selig Center for several years. The center's research includes Hispanics counted by the census bureau and income data based on tax returns. At $13.6 billion for 2007, Georgia is the 10th largest Hispanic market in the U.S., Humphreys said.

Georgia's Hispanic population is growing faster than other states due to what Humphreys calls "a chain migration of family members."

"Hispanic immigrants usually stop at the border states first, but when they hear about Georgia's good reputation for jobs, they make it their second or third stop," he said.

Georgia's total buying power increased from $101 billion in 1990 to $278 billion in 2007, and Hispanic buying power in Georgia increased from $1.3 billion in 1990 to $13.6 billion in 2007.

Hispanics make up 4.9 percent of the state market compared to 1.3 percent in 1990, according to the Atlanta Business Chronicle.

"This implies that in Georgia, the income gap is getting narrower," said Jason C. Rudbeck, professor of economics. "In other words, once we adjust for taxes, the income left for Hispanics to spend on goods and services has grown more quickly than for non-Hispanics."

The Selig Center limits its projections to five years, and unless immigration laws change, Hispanic buying power should continue upward, Humphreys said.


Patricia Daumas is a bilingual Senior level Creative Director and Copywriter, specializing in the US-Hispanic markets.

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