The Hispanic market is the fastest-growing segment of consumers in the United States,
with a tremendous $1.5 trillion in buying power, according to Nielsen. The Hispanic
segment is very young: the median age of U.S. Hispanics is 27, a decade younger than
the national median, and although the majority can still be found in California, Florida,
Texas and New York, the population is rapidly dispersing around the nation.
They are diverse, with two thirds hailing from Mexico and the rest tracing their linage to
the Caribbean, Central America and South America. Even within a country of origin,
American Hispanics have a wide range of attitudes, habits and behaviors. Marketers who
want to reach this diverse population must fully understand their nuanced preferences and
personal stories.
Marketing to Hispanics/Latinos used to be a niche effort, and you addressed them in
Spanish. Today, a majority Hispanics were born in the United States and less than a
quarter of Hispanics under thirty prefer Spanish to English. Some prefer to switch
between English and Spanish. Now there is an urgent need for ethnic and cross-cultural
marketing that addresses the new mainstream of U.S. Hispanic Latinos, from automobiles
to food, from consumer technology to financial products.
Understanding the most effective ways to reach this segment requires sound research, and
a company with a history of generating meaningful insights across a greater variety of
Latinos, insight that considers not only language preferences and country of origin, but
also age, acculturation, family status and a variety of nuanced preferences within each
sub-group.
We are keen observers of relationships and social dynamics – important for every group
and absolutely crucial to understanding Hispanics. We are closely attuned to cultural
differences and the range of linguistic variation across the heterogeneous U.S. Hispanic
population, and our proprietary research methodologies are proven to encourage
interpersonal interaction and elicit valuable information about the multiplicity of
opinions, hopes, dreams and desires of this diverse and changing group.