Electronic Retailer - August 2011 - Outsert03

U.S. Hispanic Market Tops 50.5 Million
Experts in the growing demographic agree that opportunities abound
for those who can tap into the market’s $1 trillion purchasing power.
As the U.S.
Hispanic market
expands, so does
its wallet. The
group’s purchasing
power – currently
valued at more
than $1 trillion –
will continue to
increase, along
with its disposable
income.
t
BY SARAH SAIN
The 2010 Census confi rmed what many had long suspected:
The U.S. Hispanic market is booming. The
market now tops 50.5 million strong, and it makes up
16.6 percent of the U.S. population as a whole, making
it the largest minority group in this country.
The Hispanic population in the U.S. grew by 43 per-
cent between 2000 and 2010, four times the growth of
the total population, and the Census projects that by
2020, the Hispanic population will increase to more
than 65 million.
As the U.S. Hispanic market expands, so does its
wallet. The group’s purchasing power – currently
valued at more than $1 trillion – will continue to increase,
along with its disposable income. According to
the Census, 16.5 percent of U.S. Hispanics made more
than $100,000 annually in 2010, up from 12.5 in 2000.
Yet, according to global communications leader
Porter Novelli, nearly 50 percent of U.S. brand don’t
include Hispanics in their marketing mix.
Marcelino Miyares Jr., vice president of Mercury en
Español, says that is a costly mistake.
“A mere $3 billion in marketing dollars is spent annu-
ally against $850 billion in Hispanic spending power,”
he says. “That’s less than one-third of 1 percent. The
new Census fi gures add a lot of fuel to the argument that
this market is underspent and underestimated.”
Craig Handley, founder and CEO of Listen Up Es-
pañol, agrees.
“Considering the number of marketers who choose
not to work within this market, those who do it right
are in a unique position to get the attention of an underserved
market,” he says.
He continues: “This is the demographic to cater to:
Roughly one in four babies born each year is Hispanic,
and about 95 percent of the teen population growth
through 2020 will come from this group. The future is
the U.S. Hispanic market.”
U.S. Hispanic Guide 2011 | electronicRETAILER
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Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
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Electronic Retailer - August 2011 - Outsert03
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