Commentary

Hispanic Spending Power Growing Twice as Fast

Hispanic Spending Power Growing Twice as Fast

Stacie de Armas, Arbitron's Director, Hispanic Services, said "From 1998 to 2003, corporate spending on Hispanic advertising has nearly doubled to $2.7 Billion. According to the U.S. Census Bureau, there are approximately 40 million Hispanics-Americans living in the U.S with $686 billion in spending power, a number that is growing at twice the annual rate of non-Hispanics."

According to the Arbitron Power of Hispanic Consumers Study 2004-2005, Hispanic consumers are heavier users of radio than newspapers or television. They average over 22 hours per week and spend half their radio time listening to Spanish-language formats from Tropical to Talk.

Hispanic Americans are also younger than general population, and

  • 52 percent are married
  • 55 percent of Hispanic households have four or more members
  • More than one-third has at least some college education or more.
  • Hispanics are more likely to be employed than the average American

The study also found that Hispanic Americans are:

  • Nineteen percent more likely to spend $500 or more on children's clothing per year
  • Twice as likely to spend $500 or more on athletic shoes per year
  • Spending more on cell phones
  • Seeing more movies than the average American and 81 percent more likely to see a movie in its opening week
  • 31 percent more likely to have taken five or more trips outside the U.S. within the last three years

The Arbitron Power of Hispanic Consumers Study 2004-2005 is available here.

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