At this point it is clear that the Hispanic population in the United States is becoming a strong national presence (see table below). Hispanics are the second largest group in the United States with a significantly different language. When a company can efficiently reach their customers and provide insight into their company, products or services, they are more likely to make a connection and hopefully a sale. That is why it is imperative to be able to reach such an audience but first you will need to understand who they are.
Hispanic population in the United States: 1970 to 2050
Source of Data and Year
Hispanic Population (in millions)
Percent Hispanic of the total population
*Projected population as of July 1
SOURCE: U.S. Census Bureau, 1970, 1980, 1990, and 2000 Decennial Censuses; Population Projections, July 1, 2010 to July 1, 2050.
Internet Release Date: February 08, 2008
There are more than 300 Counties with a new “Majority-Minority”. Maricopa County, Ariz. (home of Phoenix), had the biggest numerical increase in the Hispanic population (71,000) since July 2005, followed by Harris County, Texas (63,000). Los Angeles County had the largest Hispanic population (4.7 million) in 2006, followed by Harris County, Texas, and Miami-Dade (1.5 million each).
Thus, it’s not longer a question of whether you target US Hispanics but how and where.
AOL study proposes segmentation by “Life Stages”
An AOL study presents a different approach when it comes to segmenting US Hispanics, more specific to marketing and advertising purposes. The study suggests segmentation by “Life Stages”. The young and free stage represents people who are single, average 26-years-old and have no children; young family are 33-years-old, married and have one child; mature family are 40-years-old on average, married and have two children; prime of life are 41-years-old, married with no children; and empty nesters are 57-years-old, have children over 18 years old and are married.
This marks the importance of understanding who your audience is. Once you create Hispanic consumers profiles you are in a better position to succeed with an integrated Latino marketing effort.
Based on the life stage group of your Hispanic audience you may want to decide how to allocate your resources more wisely so you can be on target while optimizing your ROI. For instance, a new creative campaign targeting one group will include Spanish-language online, print, radio and television executions while other Latino outreach program targeting a different group will include bilingual online, social media and television executions.
The more you know who your customer is the better your chances of connecting with them. And the more connections you create with the right group the larger your pool of prospective customers who will value what you have to share and offer.
For more information: Connect with Hispanic Market Advisors