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Hispanics in the U.S.
By now, most of the people even remotely interested in the U.S. Hispanic market can cite the fact that there are 50 million Hispanics in the U.S., as reported in the 2010 Census. However, those marketers who are fully committed to breaking down that market, continue to have new research related to everything from language to purchasing preferences to shoe color.
A recent report from Pew Hispanic touches on one of the more interesting breakdowns of the market in the U.S.: the country of origin. From my first meeting in Guatemala City with the major national newspaper Prensa Libre—where I was told that 30-40 percent of their traffic comes from U.S. IP addresses, to working with major brands looking to reach Paraguayans living in the U.S., realizing this segmentation´s importance was clear.
Of the 50.5 million Hispanics in the U.S., more than 31 percent are of Mexican origin, and continuing to see the largest growth in terms of overall numbers. While the Mexican origin group continues to be in the top ten in percentage growth (54.1 percent), the two biggest percentage growth segments were Guatemalans (180 percent) and Salvadorans (151 percent).
A very interesting part of the report relates to Metropolitan Area Diversity, where “even though almost two thirds of all Hispanics nationwide are of Mexican origin, in many of the nation’s metropolitan areas Mexicans are not the largest Hispanic-origin group.” One such group cited is the Salvadorans in the Washington D.C metropolitan area, where they are the single largest Hispanic group (33.7 percent of the area´s Hispanics); however, in the Los Angeles metropolitan area, the number of Salvadorans far outnumber those in the Washington D.C. area, even though their share of the Hispanic population in LA is only 7.2 percent. In Miami, almost 51 percent of the area Hispanics are of Cuban origin. In Chicago, 79 percent of the area Hispanics are of Mexican origin.
For additional information, check out the entire report: U.S. Hispanic Country-of-Origin Counts for Nation, Top 30 Metropolitan Areas.
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