Wednesday, June 20, 2007


Hispanics are already be the largest minority in the US, outnumbering African-Americans (HispanAmerica Response Marketing). Here are some important facts to consider the size of the Hispanic market in the U.S. and its rapid growth:

In the U.S., Spanish has become the unofficial second language with thirty million people speaking it at home.

Purchasing power of US Hispanic households is predicted to increase from US$276 billion in 2002 to US$630 billion in 2004. Fallowing this trend, today estimates are of $1.3 trillion dollars and growing so fast that by the year 2030 climb to the area of $7 trillion dollars.

New York Hispanic purchasing power to be $30.7 billion for 2004. New York ranks third among U.S. states for overall Hispanic purchasing power, although Hispanics in the New York area report the lowest average household income ($40,015) and the worst income disparity of 65 cents to every dollar.

The Hispanic media market boom has been led by network/national television advertising, which has seen growth of nearly 74 percent over the past five years. Advertising expenditures for the Hispanic market in network/national television will reach $1.41 billion in 2005 – more than doubling 1999 expenditure figures.

Five hundred Spanish newspapers, 152 magazines, and 205 publishers exist in the U.S. Magazine and local television advertising expenditures for the Hispanic market have also shown a strong increase from 1999 to 2003, with growth of 58 and 43 percent, respectively.

Can you afford to ignore the enormous Hispanic market in the United States?

The Spanish-speaking market is one of the fasting growing segments in the World and the online Spanish-speaking market is nearly 20% of the Internet market today.

The online Spanish-speaking market is growing. Organizations like Nielsen Net Ratings and Nua Internet Surveys estimate the online Spanish-speaking population today is at approximately 50 million people—around 20%.

The online Spanish-speaking population will grow at double-digit rates annually for the next five years. Recent surveys commented that content-rich Spanish language sites were a huge potential growth area. Over the next decade, we believe the Internet growth in Latin America will transform the global Internet economy among Spanish-speaking peoples of the world, and the Hispanic market in the US.

The average Hispanic Internet user is male, 32 years old, and has an average annual income of $51,600. Around half of the Hispanic American Internet users are Spanish-dominant (Spanish is the primary language used in their homes). Around 74% connect to the Internet every day and 78% access the Web from home. Close to one-third has shopped online. According to a survey made in 2001, the average respondent made six online purchases during the year, and spent a total of $547; while 62% of the respondents made at least one online purchase. (Sources: Terra Lycos, 2001; Research and Research Inc., Pew Internet & American Life)

According to the US Census Bureau, Internet use among the 35 million Hispanic Americans who represent 13% of the US population jumped from 38% in 1999 to 55% in 2001. (Use among all US ethnic groups is skyrocketing due to falling computer prices and skill requirements.) The Hispanics are currently spending 55% of their online time in Spanish—the same percent of time that they have traditionally spent listening to the radio and watching television in Spanish. As with the other media, their preference in Internet content is for US-related information, rather than content from their home countries.

Around 60% of Latin Americans are less than 30 years old, which "promises a fast adoption of new technologies." (eWorld Research)

Online sales from company to consumer in Latin America will reach 8,300 million dollars by the year 2005, amount to which Brazil will contribute 4,200 million and Mexico 1,500 million. (International Data Corporation, October, 2000)

In Latin America, Internet usage has increased more than 325 percent since 1997

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