Most US Hispanics are of Mexican origin, though in certain regions of the US other groups
dominate. Caribbeans are most prevalent in the Northeast and in Florida, while the Mid-Atlantic
has a high concentration of Central Americans.
New
Hampshire
Maine
Vermont
Massachusetts
Rhode
Island
New
Jersey
Connecticut
Delaware
The Make-up of the Hispanic Population Varies from State to State
(2005)
Maryland
Source: US Census Bureau. 2005. 2005 American Community Survey.
Mexican LI South American
Carribean j | Spanish
Central American
National Average
GETTING STARTED ON YOUR OWN MARKETING CAMPAIGN
1.	Use population data to determine how important the Hispanic demographic is and will be in
your region
•	Identify dominant country(ies) of origin
•	Determine generational profile, where possible
•	Pick a target audience, e.g. Homeowners
2.	Decide whether Spanish only, English only or bilingual communications are most appropriate
3.	Develop messaging and materials that reflect the dominant sense of identity in your region
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REACHING HISPANICS:
5 THINGS TO KNOW
September 2007
U.S. Hispanics are an $800 billion market1 and growing. Retailers, manufacturers, and
homebuilders are paying increasing attention to this expanding segment of the population.
(E>
<
Where US Hispanics Live
(2005)
New Hampshire
Vermont
Kansas	Missouri i
Mississippi
Hawaii
Top 10 Hispanic metro area by population
Together these comprise 8,5% of the total US popoulation
Massachusetts
Rhode Island
Connecticut
0 to 100,000
100,000 to 500,000
500,000 to 2,000,000
2,000,000 to 13,000,000
Source: US Census Bureau. 2005. 2005 American Community Survey, Mediamark Research, Inc. 2007. Hispanic/Latino Market Profile, p. 9.
THE US HISPANIC POPULATION IS:
Large: 44 million people in 2006, 15% of the US population2
Rapidly Growing: 3.4% annually2
Spread Out Geographically: While 48% live in CA and TX, 13 other states have at least 500,000 Hispanic
residents2 (See map for more info)
1	Mediamark Research, Inc. 2007. Hispanic/Latino Market Profile, p. 1.
2	US Census Bureau. 2007. "US Census Bureau Facts for Feature - Hispanic Heritage Month 2007." 6 Sept 2007.

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« 100
c
o
Q.
O
a.
50
0
The Hispanic Population is Growing
35
48
2000	2010
Source: Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center, p. 4.
2020
While Hispanics share a common linguistic heritage, they are a very
diverse group. What resonates with certain people in one community won't
necessarily work elsewhere.
The key factors to consider when developing a local marketing effort targeted
at Hispanics are:
•	Generation (1st, 2nd, 3rd)
•	Language (Spanish only, English, or Bilingual) and
•	Country of origin (Mexico, Guatemala, Cuba, etc.)
e
12
10
CO
c
o
c
o
3
Q.
O
a.
Number and Language Preference of Hispanic
Prime Purchasers*
0
Spanish
Bilingual
English
First Generation	Second Generation	Third Generation
Prime Purchasers (25-59 Year Olds)
A
Of the 20 million
Hispanics of prime
purchasing age
(25-59 years), a
majority is 1st
generation and
prefers Spanish,
but nearly a third
are 3rd (or higher)
generation and
prefer English.3
If you want to reach
1st generation
Hispanic consumers
use Spanish
Use English for 3rd
generation Hispanics
V
Calculations assume that language dominance by generation is constant across age groups
Source: D&R international calculations based on data reported in: Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center, p.5.;
and Suro, Roberto, and Jeffrey Passel. 2003. The Rise of the Second Generation. "Table 6: Primary Language Among Latinos." Pew Hispanic Center. The Pew
Research Center, p. 8.
o
Hispanic Homeowners are a Growing Population
5.3% Annual Growth
6.1 million
11.2 million
2005
~ First Generation
¦ Second+ Generation
2020*
Calculations are based upon assumptions of continued growth at the same annualized rate as during
1995-2005 and that homeownership growth reflects the same generational composition as general
population growth.
Source: D&R International calculations based upon data reported in: Pew Hispanic Center. 2006. A Statistical Portrait
of Hispanics at Mid-Decade. Table 31: Housing Tenure by Race and Ethnicity: 2000 and 2005. The Pew Research
Center.; Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center, p. 4.; and US Census
Bureau. 1995 and 2005. American Housing Surveys 1995 and 2005. Table 3-1. Introductory Characteristics—Owner
Occupied Units.
Many Hispanics own
their home and the
number is growing
3.5 times faster than
the national
average.4 Currently,
half of Hispanic
homeowners are
foreign-born and
half native-born.
Native-born
Hispanics earn
more: they have a
median income 25%
higher than that of
immigrants5
As the number of
Hispanic households
grows, so will their
demand for home
appliances and
home improvements
o
How Hispanics Identify Themselves
J
A
100
o1—
Spanish	Bilingual
Dominant Language
English
Country of origin
is a powerful
source of identity
for Hispanics.
A majority of
Spanish speakers
identify themselves
by their country
of origin, rather
than as Hispanic in
general. However,
those who speak
English are more
likely to identify
themselves as
American.
Messages or
imagery linked to
country of origin are
likely to resonate
with a Spanish
speaking audience
As American	As Hispanic	! By Country of Origin
Source: Pew Hispanic Center. 2005. Hispanics: A People in Motion. The Pew Research Center, p. 5.
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