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17% 30%
POLITICAL IMPLICATIONS
A BRIEF GUIDE
TO AMERICA’S NEW MAINSTREAM
U.S. HISPANIC POPULATION
17% in2016 30% by
2060
65% are native-born
3.2Mages 18-34 by 2025
Latinos will account for 40% of employment growth over the next 5 years and more than 75% from 2020 to 2034
POLITICAL IMPLICATIONS
2016
LATINO PARTICIPATION INPRESIDENTIAL ELECTIONS
(in millions)
TOP ISSUES AMONGLATINO VOTERS40% hispanic
electorate growth between now and 2030
of voters turn18 each year
13%
ENTREPRENEURIAL SPIRIT
47% GROWTHin U.S. Hispanic Small Businesses
517 BILLIONRevenue Generated by
Hispanic Owned Businesses
$
MEDIA CONSUMPTION HABITSWhere Hispanics Get Their News
Top Hispanic Magazines
Print - 42% Internet - 56% Radio - 56% TV - 86%
W W W
SOCIAL & MOBILE
Most avidsmartphone userswith more than14 hours a week
More likelyto engagewith brands onsocial channels
Twice morelikely toshare content
HISPANIC MARKETING
35%
Top 5 Companies Tapping into This Market
$1.7 TRILLIONHispanics in the U.S. have a projected aggregate buying power of
22%of Hispanic households nowspeak English and Spanishwithin the home
of Hispanic homes speak only one language
Marketers can no longer just convey their messages in English or Spanish. They need to communicate in both.
$334,825 $124,723 $122,872 $122,531 $111,362
Sources:1. Pew Hispanic Center 2015; 2. U.S. Census Bureau 2014; 3. Pew Hispanic 2016; 4. U.S. Census Bureau 2014; 5. IHS Markit 2015; 6. Pew Hispanic 2012; 7. Center for American Pogress 2016; 8. Pew Hispanic Center 2015; 9. Pew Hispanic Center 2015;10. 2012 Survey of Business Owners (SBO), Census Bureau, released in 2015. (based on # of firms 2007-2012); 11. Pew Hispanic Center 2013; 12. Nielson 2015 Report; 13. Ad Age Hispanic Fact Pack 2015; 14. Online Sharing Behaviors of Hispanic Consumers; 15. Nielsen 2014; 16. Ad Age Hispanic Fact Pack 2016; 17. Ad Age Hispanic Fact Pack 2014; 18. Pew Hispanic Center 2015; 19. Cision Database 2015, Hispanic Fact Pack.
READY TO CONNECT WITH THE HISPANIC MARKET THROUGH BURSON LATINO?Please contact Jorge Ortega
[email protected] 305-347-4347
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858,794 545,667 519,116 508,901 341,535Ser Padres People en Español Vanidades Latina TV y Novelas
