Strategic Marketing to Hispanics and Latinos is usually thought of as an in-language event.  However, recent demographic studies indicate that the English dominant segments are not only growing, but are not as effectively reached in Spanish as the Immigrant and first generation Hispanic and Latino populations.  The rapidly growing third generation of Hispanics may have bilingual abilities but will be English dominant, according to recent published studies.  This would indicate that this segment will be more effectively reached in-culture and in English.

Why the buzz about Hispanic Marketing? From 1990 to 2000, the Hispanic population surged from 22.4  million to 32.8 million -- an astonishing 58% over the baseline only 10 years ago.  The number of Hispanics here in the U.S.A. is greater than the entire population of Canada, and accounts for 1 in every 8 Americans!    When developing a marketing strategy to reach Hispanics and Latinos, cultural awareness is key.  Different generations of Latinos  different levels of acculturation.  New immigrants can also include persons with advanced degrees and who are highly bilingual and whose lifestyle and interests as consumers may differ from other immigrants.  Knowing what language to use to reach in Hispanic/Latino marketing is also important, as there is a growing in-English segment.  As with the Asian American community, also understanding in-culture nuances is also important in marketing to Hispanics and Latinos.

Chicago hosts a complex Hispanic population of ethnic subcultures from Mexico, Puerto Rico, Cuba, and Latin America.  Chicago ranks 3rd in the nation as far as cities with the highest Hispanic populations?  In Chicago, 26% of the population is Hispanic.

Seen as even more significant are projected demographic trends for this consumer market.  Seleg Center projections estimate that this group alone will have buying power of $926.1 billion by 2007.    This immense buying power is thought be an energizing factor in the US consumer market. 

Marketing to Latinos/Hispanics on the Internet:

On May 3, 2002, HispanicBusiness.com reported a study by Harris Interactive that showed that Latinos comprise 9% of all Internet users.  This means that one in every ten people over the age of 18 (according to the study summary) that uses the Internet is Hispanic!

In 2001, two separate research studies were released (Roslow and Cheskin) that indicated that Hispanics are utilizing the internet in record numbers and at a rapid pace.  No longer viewed as a luxury item, computers and the Internet are seen as a requirement for upward mobility and educational parity. 

Hispanics have been one of the fastest growing groups to adapt toward computers and the Internet.  In the past 2 years, household computer penetration has increased approximately 43% in the general US population and about 68% among US Hispanics.