American Hispanic Market

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of American Hispanic market.

American Hispanic Market

Antonia Miranda


  • The Hispanic market is growing at a faster rate than expected: According to the 2004 estimate by the US Census Bureau, Hispanics would number around 44 million in 2009. In 2009, the Hispanic population totaled 48,419,324 people (Hispanic Fact Pack, 2010). According to the 2005 estimate, Latinos were the largest racial/ethnic minority group in the US; 14.5% of the total population (Re:Think 2006). Currently, African Americans, Asians, and Hispanics make up 1/3 of the population (Martínez, 2010).

  • The Hispanic market is not one large market; it is made up of many diverse segments....

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