2010 Census Results Add New Dimension to Hispanic Targeting Value – Hispanic Trending

The 2010 US Census growth results boost the long-term benefits of dedicated investments in the Hispanic segment as the Hispanic market continues to grow 36 times faster than the nearly flat White Non-Hispanic segment.

Hispanic Trending

The 2010 US Census growth results boost the long-term benefits of dedicated investments in the Hispanic segment as the Hispanic market continues to grow 36 times faster than the nearly flat White Non-Hispanic segment.

While White Non-Hispanics accounted for only 8% of the country’s entire growth in the past decade, Hispanics accounted for more than half (56%) of the total national growth. Beyond population, Hispanic Buying Power is increasing at twice the rate (+7.6% yearly) of its annual population explosion (+3.6%) and faster than any other ethnic segment – including White Non-Hispanics. At this rate of growth the Hispanic population may double in two decades.

These strong figures cast a new and exciting light on the already proven shareholder value of corporate investment in the Hispanic market. Since companies that consistently make relatively high investments in the Hispanic market yield up to four times the shareholder value of those that do not make substantial investments, this same investment will also expand market share as the Hispanic population continues to be the driving force behind growth in the US population and economy.

Hispanic Trending by Juan Guillermo Tornoe

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