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U.S. Hispanics
While the overall online population in the U.S. may be decreasing somewhat, it is becoming apparent that most future growth will come from increases in minority audiences, especially Hispanics.
It is well known that Hispanics are the fastest-growing segment of the U.S. population; it is less well known that the Hispanic online population is expected to grow by nearly 10 million people between 2010 and 2014. Next year, eMarketer forecasts 32.2 million Hispanics, or 62.9% of the U.S. Hispanic population, will be online. And there is little doubt that results of the 2010 census could push those estimates even further. While the U.S. Census Bureau has consistently projected strong growth within minority populations through 2050 (especially Hispanics), the new numbers may change more than original projections.
So marketers and agencies who are planning to increase media budgets as they pull away from the recession will be smart to remember that Hispanics are only increasing in importance online. They represent more users, more buyers and more influencers. Advertisers must remember that they make up an ever-greater portion of the audience of all media, but spending on Spanish-language is also a must. According to recent research from the Association of National Advertisers, more than half of all US marketers will be increasing multicultural spending on both traditional and new/digital media. This is very good news indeed for those involved in helping to link Hispanic sellers with an increasingly important and powerful consumer base. 2011 could be a very good year. Feliz Navidad!
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