Market Segments: Hispanics
Inesperados hechos hispanos: (unexpected Hispanic facts): everyone understands the stark truths about the fast-growing Hispanic demographic. But some marketers are misled by popular myths. We look behind the statistics to uncover the sometimes surprising realities to keep in mind when marketing to the Spanish-speaking population.
[ILLUSTRATION OMITTED]Hispanics are now the fastest growing and the largest minority population in the United States. There are about 42 million Hispanics in the country, comprising approximately 15 percent of the population. Hispanics have an even more notable presence in some states, such as New Mexico, where 44 percent of the population is Hispanic, as well as California (36 percent), Texas (35 percent), and Arizona (29 percent). In recent years many financial institutions have begun directing mark...