Recently, the Pew Research Center’s Hispanic Trends Project put out a list of emerging trends among Hispanic Americans. Understanding their new trends can go a long way in identifying ways to speak to the Hispanic consumer and understand shifts in consumption and behavior.
1. The US Hispanic population is now at 54.1 million which solidifies their place as the second-largest ethnic group in the US. That means that close to 20% of Americans are Hispanic. This is a huge growth, as Hispanics made up only 5% of the population in 1970.
2. Five Hispanic origin groups have grown to one million people each: Cubans, Salvadorans, Dominicans, Guatemalans and Colombians. This means a larger and unprecedented variation of country of origin among Hispanic Consumers.
3. The share foreign born among Hispanics varies by origin group. Only a third of Mexican origin Hispanics are foreign born, far lower than any other major group.
4. Income of Hispanic immigrants have slowed greatly. This means that a growing number of American-born Hispanics are aging into adulthood and becoming the face of the next Hispanic consumer.
5. Hispanics are the youngest of racial and ethnic groups with a median age of 27, a decade younger than the US overall. There is also a large difference in median age among US-born and foreign born Hispanics.
6. The number of Hispanics under the age of 18 have doubled in the last decade.
7. Hispanics are still the largest immigrant group in the US, despite the slower levels of incoming immigrants.
8. The share of Hispanics who identify as Catholics has decreased 67% since 2010.
9. A record-breaking number of Hispanics are eligible to vote in 2014, 21.3 million more than in 2010.
10. Hispanics still mainly speak Spanish at home.
Learn more about the Hispanic Trends Project here.