Hispanic Population in the U.S.

Marketing to U.S. Hispanics is complex as the Hispanic population is a homogenous marketing segment, yet they are a richly diverse group representing seventeen Latin American countries in addition to Puerto Rico and the Caribbean. Cultural traits, traditions and points of reference vary widely as does its preference for communication in English or in Spanish.

Demographic information from the U.S. Census indicated that in 2000 Hispanics represent 13.3 percent of the U.S. population and controlled $581 billion in consumer spending. Projections are that Hispanic spending will exceed $900 billion by 2007 and $1.2 trillion by 2010. The U.S. Census indicated that Florida's population in 2003 was just over 17 million. Hispanics accounted for 17% of the total population and that 48 percent of Floridian Hispanics live in Miami-Dade County. The median household income in 1999 in Miami-Dade County was $35,996, which was 8 percent below the average for the state (U.S. Census Bureau, 2004).

According to Juan Mattern writing for the American Hispanic Advertising Association, the target market for wealthy Hispanics is largely untapped. While Hispanics represe

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