Electronic Retailer - February 2012 - (Page 16)
Who is the U.S. Hispanic Market?
The U.S. Hispanic population is booming, and eMarketer estimates that by the end of this year 66 percent of it will be online. As the number of Hispanics and their spending power continue to increase, so will the role of digital media in their daily lives. Marketers who want to reach them have a number of factors to consider. Language is only one of the issues to address. While English may be many Hispanics’ primary language, they often still rely on Spanish to get information they trust. Technology and media usage are also key. Hispanics are early adopters of many of the latest devices, including smartphones and tablets. They are heavy consumers of digital media and participate in a wide range of content activities as they make the desktop and mobile internet an integral part of daily life.
U.S. Hispanic Adult and Child Population, 2000 & 2010 (millions and % change)
12.3 2000 Children (<18)
Note: numbers may not add up to total due to rounding Source: Pew Hispanic Center, “Census 2010” 50 Million Latinos,” March 24, 2011
U.S. Buying Power*, by Race/Ethnicity, 1990, 2000, 2010 & 2015 (billions)
1990 White Black Asian Multiracial American Indian Total Hispanic (can be of any race) $316.3 $115.4 $0.0 $19.6 $210.0 2000 $600.2 $274.4 $59.6 $40.0 $499.0 2010 $9,439.3 $957.3 $543.7 $115.5 $67.7 $1,036.0 2015 $11,841.3 $1,247.4 $775.1 $164.6 $90.3 $1,482.0
$4,239.9 $7,323.7 $11,123.5 $14,118.7
Note: numbers may not add up to total due to rounding; *defined as disposable personal income, meaning the share of total personal income available for personal consumption, personal interest payments and savings Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, “The Multicultural Economy 2010,” Dec. 1, 2010
electronicRETAILER | February 2012
Table of Contents for the Digital Edition of Electronic Retailer - February 2012
Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Rick Petry - MINI Me
Electronic Retailer - February 2012