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Population Figures

  • As of July 2014, the US Hispanic population comprised of 17.4% of the total population with 55.4 Million people.
  • People of Hispanic origin are the nation’s largest ethnic or racial minority.
  • By 2060, the projected Hispanic population will be 119 Million, which will constitute 29% of the nation’s population by that date.
  • 55% of the nation’s Hispanic population reside in California, Florida and Texas.
  • The median age of the Hispanic population is 28 years old, compared to a median age of 38 for the U.S. total market as a whole.
Hispanic Origin
% U.S. Hispanic Population
Mexican 63.9%
Puerto Rican 9.5%
Salvadoran 3.7%
Dominican 3.3%
Guatemalan 2.4%
Other Hispanic 17.2%
  • 73.3% of Hispanics aged 5 and older speak Spanish at home; 38.4 Million U.S. residents.
  • Hispanic households are larger than non-Hispanic households with an average of 3.7 persons per household for Hispanics vs. 2.6 persons for non-Hispanics.
  • 4.2 Million Hispanics aged 25 or older have a bachelor’s degree or higher; 1.3 Million have advanced degrees (master’s, professional, doctorate).
  • Hispanic married couple households with the presence of children under the age of 18 is 56.7% compared to the U.S. average of 40.1%.
  • In 2016, US Hispanic registered voters reached a record 27.3 Million.
  • Millennials comprise 44% of the Hispanic eligible voters in 2016.
  • 1.2 Million Hispanics aged 18 or older are veterans of the U.S. armed forces.

Economic Buying Power

  • The total buying power of Hispanics living in the U.S. grew from $1 Trillion in 2010 to $1.3 Trillion in 2013, and is on track to reach $1.6 Trillion by 2018!
  • 67% of Hispanics aged 16 years or older are in the civilian labor force.
  • The median income for Hispanics in the U.S. is $50,000.
  • Hispanics spent more than $40 Billion on new vehicles and automotive leases in 2014.
  • Top 500 U.S. marketers are currently allocating about 8.4% of their overall ad spend to Hispanic dedicated efforts, up from 5.5% in 2010.
  • Over the past 5 years, the top 500 advertisers have boosted spending in Hispanic targeted media by +63% or 2.7 Billion USD more from $4.3 Billion to $7.1 Billion total.

Source: U.S. Census Bureau, Facts for Features, May 2016, The Nielsen Company 2016 Universe Estimates, PEW Research Center: Hispanic Trends, January 19, 2016, AHAA 2016 Hispanic Media Guide, AHAA 2015 Ad Allocation Report
U.S. Hispanic Auto Consumers and the Top of the Purchase Funnel: Findings from New Purchase Process Research with GfK, The Multicultural Economy, Selig Center for Economic Growth. Terry College of Business. The University of Georgia, 2013

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