DEMOGRAPHICS  

    
• Hispanics median age of 26.7 years, have "a younger age structure" compared to white America, which has a median age of 39.6.  3.51% birth rate. Twice the national avg.   36% of population is less than 18 years of age.

• Hispanic household income is growing, with 38% earning over $40,000 in 1999 vs. 26% in 1994 . 3.5 million Hispanic HH earn over $40,000/year.

•  Children of today's Hispanic immigrant will be the largest contributing group of the U.S. population growth in the next twenty years.

•  Over 13 million internet users. 15% to 20% per year growth rate. 39% of online households contain +5 people and live in higher income households.

• 7 states have more than 1 million Hispanics (Arizona, California, Florida, Illinois, New Jersey, New York, and Texas).

• Over the nineteen-year period, 1990-2009, the nation’s Hispanic buying power will grow at a dynamic compound annual rate of 8.2 percent. (The comparable rate of growth for non-Hispanics is 4.9 percent.) In sheer dollar power, Hispanics’ economic clout will rise from $222 billion in 1990, to $504 billion in 2000, to $686 billion in 2004, and to $992 billion in 2009. The 2009 value will exceed the 1990 value by 347.1 percent—a percentage gain that is substantially greater than either the 148.5 percent increase in non-Hispanic buying power or the 158.8 percent increase in the buying power of all consumers. U.S. Hispanic buying power will grow faster than African-American buying power (203 percent) and Native American buying power (240 percent), but will grow at the same rate as Asian buying power (347 percent).

Key factors accounting for this increase in US Hispanic purchasing power include continued population growth and increasing Hispanic employment and income levels.

• The US Hispanic purchasing power is growing at triple the rate of the overall US population.

• More impressive, Hispanics contributed 23 percent ($65 billion) of the nation's total purchasing power of $284 billion in 2003, while only accounting for 13.8 percent of the total US population.

• Nearly half of the 9.4 million American residents added since 2000 are Hispanic, the Census Bureau said. Growth was almost equal between immigrants and those already here.

U.S. HISPANIC MARKET IN 2010 
Hispanic households across America will sharply increase both their numbers and economic clout over the next ten years, The Conference Board reports today in a comprehensive new study. The number of Hispanic households is expected to increase at a faster pace than that of any other group in the United States, continuing a demographic explosion that began several decades ago.

Today's 10 million-plus Hispanic households will soar to 13.5 million by 2010, up from less than 6 million in 1990. These households will control $670 billion in personal income six years from now, with Mexican-American households accounting for $409 billion of this total. Households hailing from Central and South America will earn $107 billion by 2010, with Puerto Rican households controlling $65 billion. Cuban families will account for $32 billion, with the remaining $56 billion being earned by Spanish, Dominican and other Hispanic households. (The Conference Board study defines "Hispanics" as people whose origin is in Mexico, Puerto Rico, Cuba, South and Central America or other Hispanic/Latino regions, including Spain and the Dominican Republic, regardless of race.)

Hispanic households tend to be younger on average than the U.S. population at large. Of the more than 10 million Hispanic households, 38 percent are currently headed by someone under 35, and an additional 25 percent are led by someone between the ages of 35 and 44 (the national average for homes with heads under 35 is 23 percent.) By 2010, the under-45 Hispanic market will increase to 8 million households, and its purchasing power will leap from the current level of less than $295 billion to $397 billion. In other words, $3 out of every $5 flowing to Hispanic households in 2010 will be in the hands of this younger-than-average segment.

MARKET OPPORTUNITY FOR MANY FIRMS "As the Hispanic market keeps growing both in size and buying power, companies in a wide variety of industries will enjoy significant marketing opportunities," says Lynn Franco, Director of The Conference Board's Consumer Research Center. "But since this young, burgeoning market is extremely diverse, marketers should be aware of extensive demographic and economic differences among the Hispanic household population."