Hispanics are the largest ethnic minority population in the U.S. With a population of nearly 57 million, Hispanics represent 18 percent of the total U.S. population. It’s important to note there are differences between Hispanics in the U.S. and U.S.-born Hispanics, which are key to understanding how to reach and engage the overall Hispanic market.

Here are 10 must-know facts about Hispanics and U.S.-born Hispanics.

Hispanics in the U.S.

  • Have a current spending power of about $1.4 trillion.
  • The top 5 Hispanic DMAs are Los Angeles, CA (8.3 million), New York, NY (5 million), Houston, TX (2.5 million), Miami-Ft. Lauderdale, FL (2.3 million) and Chicago, IL (2.1 million).
  • Eighty percent of U.S. Hispanic adults use social media, compared to 72 percent for the country overall.
  • Sixty-eight percent of U.S. Hispanics adults said they use Facebook, Twitter or similar platforms, compared to 58 percent for the U.S. population.
  • Nearly 82 percent own a smartphone, compared to 78 percent of the general population.

U.S.-born Hispanics

  • Represent 64 percent of total Hispanics.
  • U.S.-born Hispanics are younger overall. Their median age is 18, while the median age of foreign-born Hispanics is closer to that of non-Hispanics: 40 and 42, respectively.
  • Fifty-two percent of U.S.-born households earn at least $50 thousand each year, compared with 33 percent of households led by foreign-born Hispanics.
  • Eighty-nine percent spoke English fluently in 2013, compared to 72 percent in 1980.
  • Forty-two percent of U.S.-born Hispanics use smartphones to make purchases, compared to 34 percent of foreign-born Hispanics.

SEE MORE: 4 Reasons Latinos Are The Go-To Segment To Target For Yearly Family Vacations

The U.S. Hispanic market is large and strong in buying power. Delivering messages in the most relevant media outlet is vital to reaching this vast and diversified segment.

Motivate is the leading specialized insights and media partner for reaching Hispanic consumers. You need a trusted media partner that understands the impact of changing demographics and helps you navigate through the marketing maze. We understand the nuances and intricacies of the Hispanic market and have the resources and expertise to ensure maximum buying power, impact and ROI.

Sources: CBS News, International Business Times, MediaPost, Nielsen, Pew Research Center.

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