U.S. HISPANIC POPULATION

The U.S. Hispanic population of 59.9 million makes people of Hispanic origin the nation’s largest ethnic or racial minority. Hispanics represent 18.3% of the nation’s total population. (US Census)

Arizona, California, Colorado, Florida, Georgia, Illinois, New Jersey, New Mexico, New York and Texas are the states with a population of 1 million or more Hispanic residents (2018). (US Census)

MEDIA

Nearly two-thirds of Hispanics use social media. About half are on Facebook. Among adults, slightly more than one-third use Instagram and slightly less than one-third use Snapchat. WhatsApp is the social platform where Hispanics conspicuously overindex. (eMarketer).

Digital video has caught on with Hispanics. Eight in 10 use subscription services, with Netflix atop the list. Many use streaming services more than traditional TV—a trend poised to accelerate as more Hispanic-oriented content comes online. (eMarketer).

GROWTH

Hispanic consumers today are not the same as Hispanic consumers from years back. They are now the youngest ethnic group in America with the median age being 28. Realizing their youth is crucial for advertisers as it influences their media consumption habits, the technology they use, their abundance in prime spending years, and much more. Hispanics -- especially in the younger age groups of the U.S. population -- are also increasingly more diverse than older Americans. As a matter of fact, almost half of the U.S. millennial population will be multicultural by 2024. (Forbes)