The U.S. Hispanic Market

The future is not what it used to be

Joaquin F. Blaya
Radio Unica Corp.

Every year, advertisers across the United States lose millions – perhaps billions – of dollars in revenue due to a lack of understanding of the U.S. Hispanic consumer market. It can mean the difference between success and failure when targeting this fast-growing, increasingly affluent, and diversified market segment. In effect, the key to success for advertisers is to build a lifetime relationship with U.S. Hispanics by understanding the markets' 'consumer choices' – Hispanics' lifestyles, values, and culture.

Hispanics are the fastest growing minority population in the United States and an increasingly attractive consumer segment. Smart advertisers are those that realize U.S. Hispanics have significant purchasing power, are obtaining significant educational levels, and have many of the same needs the non-Hispanic market has.

Sizing up the market