News Column

A Meta-Study of The Market

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U.S. Hispanic Technographics, 2003*
  U.S. Hispanics Total U.S. market
Internet users 17.6 million 197.1 million
Internet penetration 49% 70%
E-commerce spending $8.1 billion $726.0 billion
E-commerce per user $2,683 $3,682
Internet ad expenditures $1.0 billion $17.2 billion
Source: Fernando Robles, Francoise Simon, and Jerry Haar
Winning Strategies for the New Latin Markets


"The portrait of the foreign-born and Spanish-dominant Hispanic who watches only Univision or Telemundo has not gone unchallenged. … Specifically, the dominance of Spanish as the defining element of the market has been challenged by radio and print, cheaper and more adaptable media. … In doing so, [these media] are creating different 'knowledges' of the identity, needs, and desires of the Hispanic consumer."
--Arlene Davila
Latinos Inc.: The Marketing and Making of a People

"Only two percent [of Hispanic junior high school students in Miami] report watching Spanish TV exclusively and less than 10 percent more than half the time. We may conclude, then, that the very strong Spanish media in Miami are serving mostly an older generation. … Despite the apparent vitality of the language in the community, we see signs of Spanish being replaced by English to a significant degree."
--Barbara Zurer Pearson and Arlene McGee
Language Choice in Hispanic-Background Junior High School Students in Miami: A 1998 Update7


"The earnings differential between Hispanics and the total population of the United States disappeared when differences in Hispanic literacy levels [in English] were taken into account."
--National Center for Education Statistics
English Literacy and Language Minorities in the United States, 2001

"According to Simmons Hispanic surveys, bilingual/bicultural Latinos represent by far the majority share of consumer expenditures – approximately $314 billion – compared to expenditures of Spanish-dominant consumers ($85.4 billion) and highly acculturated Latinos who speak only English ($43 billion). Within the next 10 years, projects Simmons, this bilingual/bicultural fusion market will double to over $672 billion in consumer expenditures."
--La Jolla Institute
The Hispanic Fusion Market: Bilingual Youth, 2002


1. Study based on data from these sources: R.I. Skrabanek’s examination of 544 Mexican-American households in South Texas; Roger Thompson’s survey of 136 male heads of household in Austin; Luis Laosa’s survey of 295 children and their parents in Austin, Miami, and New York; David Lopez’s survey of 890 married women in Los Angeles; Leroy Ortiz’s survey of 48 children and their parents in Arroyo Seco, New Mexico; and Alan Hudson-Edwards’ study of 55 households in Albuquerque.
2. Study based on 454 telephone and in-person interviews with randomly selected adults in San Diego County, California.
3. Study based on ethnographic observations and interviews in the East Harlem neighborhood of New York City.
4. Study based on interviews with 136 students at Castle Park High School in Chula Vista, California.
5. Study based on 250 telephone interviews of Hispanics ages 14 to 24 years, plus 25 qualitative interviews with Hispanics ages 16 to 24 years, all in Los Angeles.
6. Study based on telephone interviews with 1,000 Hispanics nationally in August 2002.
7. Study based on interviews with 110 junior high students in Miami.

Bibliography: Sources on Language Usage Among U.S. Hispanics


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