U.S. Hispanics are not valued enough by America’s corporations, government and mainstream media. In particular, brand marketers do not take Hispanic consumers seriously enough, especially their buying power or trend setting influence. Although the proportion of U.S. Hispanics is scaling upwards rapidly, corporations and advertisers continue to underestimate the importance of Hispanics as an economic and business development engine. To see an example of the economic impact Latinos can have, one need look no further than their local grocery store aisle, where tortillas, taco kits and salsa outperform hamburgers, hot dog buns and ketchup sales, according to Reportlinker.com’s new market research report, Hispanic Foods and Beverages in the U.S.
Before, during and after the recent 2012 elections, pundits and strategists were stating how important and influential the Latino vote would be in determining the presidential and other state elections. They were right. Now, not only are Latinos, Hispanics and Spanish speakers a powerful economic force in the U.S., they are also a potent political force. The message is clear; "Pay attention to we Latinos". Below Pili Tobar of www.americasvoiceonline.org writes a very good data synopsis of the recent election and how Latinos played a pivotal role. As we know the economic and political voice of this community has and continues to increase dramatically. Pay attention to these trends if you want to see the economic benefits of engaging this community.
It may be a surprise to some, but U.S. Latinos accounted for 11%, or $2.2 billion, of total e-commerce purchases made across the United States in the first quarter of 2012. Most important for the ad industry, much more than non-Hispanics, they are leveraging digital platforms and connected devices to influence their shopping behavior.
Did you know that1 in 3 Hispanics are likely to take action after viewing an online banner ad. And Hispanics are approximately twice as receptive to online ads as non-Hispanic audiences. Also, Spanish-speaking Hispanics embrace online video and are fueling the growth of online video. There are 50.5 million Hispanics in the United States comprising 16.3% of the country’s total population. Over the past decade, the population of U.S. Hispanics has grown 43%, and attributed to 56% of the nation’s growth.
The growth of the Hispanic population is far and away the most significant demographic trend reshaping America, as the most recent census, conducted in 2010, made clear. There are now 52 million Americans of Latin-American descent. By 2050 that number is projected to reach 133 million, meaning that nearly one in three Americans will be Hispanic. A full 50% of U.S. population growth over the past decade has come from this group, whose annual spending power is already $1 trillion and will climb to $1.5 trillion by 2015, according to Nielsen Media Research. If Hispanic Americans were a nation, it would have the world’s ninth-largest economy. “The Hispanic market is no longer being viewed as a niche, minority market for a lot of companies,” says Alex Ruelas, cofounder of the Austin-based marketing agency LatinWorks. “It’s becoming a fairly major part of the mainstream, and it’s helping to reshape the overall universe of consumers in a way that’s a bit surprising to people.”
Amazon launched “eBooks Kindle en Español,” which carries 30,000 e-books in Spanish — including an exclusive title by Paulo Coelho. The company also offers Spanish-language customer support. Amazon says that eBooks Kindle en Español offers “the most Spanish-language bestsellers, as measured by Nielsen.” That includes “all of the Spanish-language Nielsen best sellers available as e-books in the United States, and 65 of the top-100 Spanish-language print best sellers from Amazon.com.” Bestselling Brazilian author Paulo Coelho is offering a $1.99 nonfiction title, El Libro de los Manuales
Credit unions and other financial institutions would gain new members and customers if they adapted to the needs of the growing Hispanic market, the group “least served” by the financial sector, an expert in the subject said. “The credit unions must understand that the face of the U.S. consumer is changing and that for there to be growth, (they) must adapt to new consumers, instead of forcing those consumers to adapt to (them),” Miriam De Dios, vice president of Coopera Consulting, in Des Moines, Iowa, told Efe.
U.S. companies have been pursuing emerging markets in Latin America in recent years, but a new Nielsen report says Hispanics and Latinos in the U.S.also are an important market that shouldn't be neglected. The U.S. Hispanic population of more than 50 million now spends about $1 trillion a year and will have buying power of $1.5 trillion by 2015, according to the report. That power would land the U.S. Latino community among the world's top 20 economies.
April 18, 2012: Source MarketingCharts.com US advertiser spending in almost all traditional mediums targeted at Hispanic audiences (Spanish advertising mediums) grew between 2010 and 2011, reflecting the potential of this young and growing market, which is forecast to reach $1.5 trillion in buying power by 2015,according to [download page] an April 2012 report from Nielsen. Total advertising spend on Spanish advertising mediums was more than $5.7 billion in 2011. Spanish language network TV made up the greatest share of spend, at 57%, and grew 13% year-over-year. Spanish spot TV was the next-largest medium, at 20% of total spending, though advertising on this medium increased just 1% year-over-year.
Still asking yourself what the value is of a quality Spanish Language Domain in reaching the U.S. and global Spanish speaking market? Check out what one famous multinational company is doing. Unilever, the world's third-largest consumer goods company measured by 2011 revenues (after Procter & Gamble and Nestlé) with a market cap of nearly $100 billion and the world's largest maker of ice cream, is using its Spanish Language Domain and Spanish Language Website offline on 'Sabado Gigante' and going after the worldwide Spanish speaking population big time.