The Hispanic Opportunity

Roger Selbert

The author describes and debates the growth and importance of American Hispanics to U.S. marketers.

The Hispanic Opportunity

A look at why this ethnic group is so valuable to marketers

Roger Selbert, Ph.D.Latin Works

Demographic Growth

American Hispanics are now the nation's largest minority group, comprising 13 percent of the total US population. There are 35.3million Hispanics living in the US (greater than the entire nation of Canada), up 58 percent from 1990. This high growth rate (10 times that of the non-Hispanic white population) is driven both by immigration and by natural increase: compared to non-Hispanic households, US Hispanic households are younger (median age 27.6 vs. 36.8) and larger (averaging 3.4 persons...

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