The Importance of Hispanics in the Expasion of the US Market

The Significance of Hispanics in Expanding the US Market.

The Hispanic market in the United States of America has emerged as one of the most crucial in the world. Its resilience amid various crises, particularly the economic downturn induced by the COVID-19 pandemic, showcases the power and potential of this population in one of the most influential nations globally. Undoubtedly, it is a demographic group that cannot be disregarded when considering investments in the North American country.

The diversity within the Hispanic population in the United States necessitates more than just a focus on language. Attention must also be directed towards their identity and consumption patterns, which are shaped by new technologies, leveraging the familiarity this population already possesses with the digital world.

Table of Contents:

1. The Profile of the Hispanic Population in the USA.
2. Cities with the Highest Hispanic Population in the USA.
3. Digital Consumption Habits of Hispanics in the USA.
4. Hispanic Consumption Trends in the USA.

The Profile of the Hispanic Population in the USA

As of 2022, the number of Hispanics residing in the United States of America (USA) has reached 63.7 million. The average age of this group is 30, signifying a young and active population in the labor market, well-versed in technology.

According to an analysis conducted by the Center for the Study of Latino Health and Culture and the Center for Economic Research & Forecasting, the Gross Domestic Product (GDP) of the Hispanic population in the USA reached $3.2 trillion in 2021. What is particularly noteworthy is that when compared to the GDPs of other countries, Hispanics in the US would constitute the fifth largest economy globally, surpassing India, the United Kingdom, and France!

The Hispanic economy in the USA has demonstrated the highest growth, even during the initial two years of the COVID-19 pandemic. This is why this market represents immense potential for investment.

Cities with the Largest Hispanic Population in the US

According to the 2020 U.S. Census Bureau, the American cities with the largest Hispanic populations are as follows:

City	State	% of Hispanics	Population	Hispanic Population
Los Angeles	California	46.9%	3.898,747	1.829,991
Houston	Texas	43.9%	2.304,580	1.013,423
San Antonio	Texas	63.8%	1.434,625	916,010
Phoenix	Arizona	41.1%	1,608,139	661,574
El Paso	Texas	81.2%	678,815	551,513
Dallas	Texas	42.2%	1,304,379	551,174
Fort Worth	Texas	34.8%	918,915	319,836
San Jose	California	31.2%	1.013,240	316,266
Austin	Texas	32.4%	961,855	312,448
Miami	Florida	70.2%	442,241	310,472

It is evident that the Hispanic population is primarily concentrated in the states of California, Texas, Arizona, and Florida. The states where U.S. cities with the highest growth in Spanish speakers are located include:

1. Texas
2. Florida
3. California
4. Arizona
5. New Jersey
6. Pennsylvania
7. Washington
8. North Carolina
9. Massachusetts
10. New York

On the other hand, the ten populations of Hispanic origin with the highest concentration in the USA are:

1. Mexican (37.2 million)
2. Puerto Rican (5.8 million)
3. Salvadoran (2.5 million)
4. Cuban (2.4 million)
5. Dominican (2.4 million)
6. Guatemalan (1.8 million)
7. Colombian (1.4 million)
8. Honduran (1.1 million)
9. Spanish (990 thousand)
10. Ecuadorian (830 thousand)

It is crucial to recognize that the Hispanic community is highly diverse, and while they share a language, their identity is defined by their country of origin, as culture and a sense of belonging are integral.
Additionally, it is a known fact that second and third-generation Hispanics in the United States speak more English; however, they still consume content in Spanish. Therefore, we advise companies looking to enter the North American market to consider actions targeting the Hispanic population, such as translating their website, services, and apps into Spanish or developing a campaign focused on the Hispanic market, as it is the second most spoken language in the USA after English.

Digital Consumption Habits of Hispanics in the USA

Hispanic Consumption Trends in the USA:

Digital or internet advertising is well received by the Hispanic population in the USA, as they find it useful for learning about products and services. Understanding the audience’s needs is crucial, not only due to market potential but also because of the audience’s diversity, guiding decisions on the best way to connect with them.

The significant influence of both the U.S. and Latin American markets is paramount, given the presence of second and third-generation individuals born in the USA, interacting in both cultures and even creating a new one through the fusion of languages and customs in music, television, sports, and viral content on social networks.

The Hispanic population is young, bilingual, tech-savvy, and continually expanding. Considering the preferences of this sector in the USA is of utmost importance to align with trends and positively impact this market.
Understanding the habits, consumption patterns, and identity of each demographic group is essential for developing an effective communication strategy. At Nativa-PR, we assist you in adapting your content to the desired Hispanic audience, utilizing the best tools to position your digital brand in this vital market.