Latino Purchasing Power
Latinos will contribute a greater share (60 percent or higher) of all population growth over the next five years. Even though immigration is down sharply, Latinos continue to experience dynamic growth. In fact, Latinos are the fastest growing ethnic segment expected to grow 167 percent from 2010 to 2050, compared to 42 percent for the total population.
Over 52 million strong, Latinos are impacting every aspect of the national landscape including popular culture, the workforce, consumerism, politics and American national identity. The Latino market’s size, growing clout, and buying power of $1 trillion in 2010 and $1.5 trillion by 2015 mean Latinos are no longer just a sub-segment of the economy, but a prominent player in all aspects of American life.
Companies spend their dollars where they see the most potential and today they are spending $5.7 billion on Spanish media. The top ten list of Spanish advertisers is made up of leaders who have made a serious commitment to this market. These marketers, and many others, are intensifying and fine-tuning their Latino strategies to stay competitive in the changing marketplace.
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