Today's marketers have become increasingly aware of the importance of understanding the diverse characteristics of the U.S. population and how distinct segments of the population differ. One of those segments, Hispanics, has had a growing impact on American culture and commerce. This document provides a brief overview of this critical segment — its demographic profile, outlook, media habits, and responses to advertising.
Over the last four or five decades, the U.S. population has been growing considerably more ethnically and culturally diverse. The growth of the Hispanic population (defined by the U.S. government as people of "Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race") (U.S. Census Bureau, 2018) has been a key driver of this change: Between 1970 and 2017, the percentage of Hispanics in the U.S. nearly quadrupled, from 4.7% to 18%. It is estimated that almost 60 million Hispanics live in the U.S. (Flores, 2017; U.S. Census Bureau, 2018).