Hispanic Consumer

The Hispanic Subculture

Demographic Characteristics:

The Hispanic market differs from other ethnic segments and mainstream America in that it is continually infused with new immigrants from the Spanish speaking world. The old country is never far away, either symbolically or geographically. This group also clings tenaciously to the Spanish language, the Catholic Church and the family unit, and it generally defies the melting pot concept. Many Hispanics although they like the idea of living in America want to keep their culture and language. For example, almost half consider themselves Hispanic first, American second. Of the remainder almost all say Hispanic and American equally.

This market consists of approximately 20 million people or 8 percent of the population. This segment should number 30 million by 2000 and early 39 million by 2010. A large portion of this market’s growth comes from immigration. More than six in ten Hispanic-American adults were born outside the United States.

The US Hispanic population is largely of Mexican origin (63 percent of the total) with Puerto Ricans (13 percent) and Cubans (6 percent) comprising the other significant categories of origin.

Location: The Spanish subculture is largely an urban population segment and is concentrated heavily in comparatively few metropolitan areas such as Los Angeles, New York and Miami. Five states – Texas, California, New York, Illinois and Florida account for about three out of four Hispanics.

Income and Employment: Hispanic buying power approaches $ 170 billion, but the income level of Hispanics is significantly lower than for non-Hispanics. The median income for Hispanic households is approximately 70 percent of that for white households generally.

Occupations of men of Hispanic origin are predominantly blue collar in nature. Approximately 58 percent of Hispanic men are blue collar workers, while only 24 percent work at white collar occupations.

Education: Hispanics generally attain a...