US Hispanics have Serious Purchasing Power.
The $1.4 trillion US Hispanic market is larger than the entire economies of all but 13 countries in the world. And it’s set to grow in the next few years. The Selig Center for Economic Growth predicts that by 2019, Hispanics will account for 10.6 % of the total US buying power.
US Hispanics Tend to Think of Themselves in Terms of the Country of Origin.
There are 10 Hispanic origin groups – Mexicans, Puerto Ricans, Cubans, Salvadorans, Dominicans, Guatemalans, Colombians, Hondurans, Ecuadorians and Peruvians – that constitute 92 percent of the US Hispanic population.
Messages that communicate effectively with those of a Mexican background (63 percent of US Hispanics) might not engage those of a Dominican (2.8 percent of US Hispanics) background.
Remember that a person’s national origins influence the words, the phrases, and the idioms they use in Spanish.