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PEW Country of Origin

If you’re looking to learn about the U.S. Hispanic market one of the many resources is the Pew Hispanic Center the mission of which is to” improve understanding of the U.S. Hispanic population and to chronicle Latinos’ growing impact on the nation.”

One of the most detailed and interesting reports relates to profiles of demographic data about groups within the U.S. Hispanic market. While more than six-in-ten Hispanics in the U.S. self-identify as Mexican origin while the top three groups are rounded out by Puerto Ricans and Cubans.  While many advertisers are just beginning to target the Hispanic market, there are a few such as Western Union and their Yes campaign.

Just one example of why this information may be important to marketers can be seen by looking at homeownership data from the report. While Cubans may be number three on the list in population in the U.S., this group represents the highest percentage of ownership, are older than both the average U.S. population and Hispanics overall, and importantly are one of the most geographically concentrated of the groups with almost 70% living in Florida.

Compare Hispanics of Cuban origin with those of Guatemalan origin who are the sixth largest group, younger than the U.S. population with a median age of 27, and a rate of homeownership lower than the rate for all Hispanics as well as the overall U.S. population and you start to see how these differences can matter.

From interactive maps to demographic profiles, to election fact sheets, this is a resource that is very helpful for those interested in information about the fastest growing group in the U.S.