WHAT DRIVES THE

HispanicConsumer

Increasing Influence

Hispanic America is not one singular group. It is made up of people from different countries, with different cultures and backgrounds. As Hispanic America continues to grow, it is more important than ever for brands to understand this group and learn how to connect.

Changing the Landscape

Hispanics are changing the face of America at a rapid rate.

61M

individuals make up the Hispanic population in the U.S., making them a principle driver of the nation’s demographic growth.

Source: U.S. Census Bureau 2017 National Projections - Projections for 2020.

Experience the Hispanic Consumer Journey: A Visual Timeline

Watch: How Hispanic America is Flexing its Power

Watch: How Hispanic Voters Became the New Majority Makers

0%

Hispanics represent nearly 1/5 of the U.S. Population.

Source: U.S. Bureau of Census.

Marketing to Hispanics

Speak the language — culture is key.

Explore: Nielsen's Secrets of Spanish Language Advertising

Watch: Why Embracing Spanish Language is a Commitment to Culture

Hispanics are more than a critical constituent of success; they are the gateway into mass success in the marketplace.

— J. Walker Smith, Chief Knowledge Officer, Kantar Consulting

Watch: Why Brands Need to Speak to Hispanics

78%

of Hispanics 18+ say they personally speak some Spanish in the home.

Source: Market/Release: Hispanic DST Multi-Market 2019 Release 1 Total (Jan 2018-May 2019) pulled 10/26/19.

63%

of Hispanics 18-49 say their cultural heritage and background has a large influence on their purchase decisions.

Source: Kantar Futures, 2018-Base: A18-49.

Connecting the dots

We can help you engage Hispanics.

Watch: The Art and Science of Winning with Hispanics

Explore Univision Brand Labs: An End-to-End Solution for Marketing to Hispanics

Watch: The Power of Culture, A Mondelēz Case Study

In today's growth-starved world, you can't afford as a company, a brand marketer, an advocacy group, or otherwise, to not dive into the Hispanic community and learn more about it.

— Stacie De Armas, VP of Strategic Initiatives and Consumer Engagement, Nielsen

Dive into industry-specific consumer insights.

We have the research and insights you need to both understand and connect with our core audience.

Please enter a valid e-mail address.
Sign me up for
Weekly Hispanic segment insights
Get the latest news from Univision
The latest from the Univision Sports team
Learn from our experts on Hispanic consumers

Thank you, you'll be receiving newsletter updates from us in your email inbox.

Loading