Nielsen: ‘Hispanics Represent a Vital and Growing U.S. Market

Lawndale News Chicago's Bilingual Newspaper - BusinessLatinos have become a prominent actor in all aspects of American life, according to The State of the Hispanic Consumer: The Hispanic Market Imperative, released Tuesday by Nielsen, a leading global provider of information and insights into what consumers watch and buy. Latinos are a fundamental component to future business success, with a projected buying power of $1 trillion in 2010 expected to grow 50 percent to $1.5 trillion in 2015. Looking closely at Hispanics’ media habits and purchasing behaviors, The Hispanic Market Imperative reveals that:

  • Rapid Latino population growth will persist; the median age of this segment is 28 years old, nearly ten years younger than the total market median age of 37.
  • Technology and media use do not mirror the general market, but have distinct patterns due to language, culture, and ownership dynamics. For example, Hispanics spend 68 percent more time watching video on the Internet and 20 percent more time watching video on their mobile phones than non-Hispanic Whites.
  • Latinos exhibit product consumption patterns distinct from the broader market. Hispanics make fewer shopping trips per household than non-Hispanics, for instance, and spend more per trip.

The report is available at and – Nielsen’s microsite dedicated to the Hispanic community.

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