According to Claritas’s Hispanic Market Report, people who self-identify as Hispanic currently comprise a little more than 20% of the U.S. population. This metric includes people from Cuba, Mexico, and numerous other Spanish-speaking countries who self-identify as Hispanic. Businesses should pay close attention to this metric since it means that Hispanics now represent one-fifth of the consumer market in the United States.
Learning how this demographic spends their time in digital spaces, from how long they scroll social media daily to what devices this diverse group uses to scroll, will help tap into an underutilized market. Here’s a breakdown of what advertisers need to know about the population growth of Hispanic consumers and how to land marketing wins within this demographic.
The Population Growth of Hispanic Consumers
Between 2010 and 2020, the Hispanic population climbed by 26%. Specifically, numbers leaped from 50.5 million to 63.6 million. Put that way, the population growth of Hispanic consumers outpaces the national growth rate. As of mid-2023, Hispanic people numbered 65.2 million individuals. By 2030, that number is expected to increase by 7.4 million. The Hispanic share of America’s overall population growth hit a benchmark of just under 71% from 2022 to 2023, making Hispanics one of the fastest-growing population segments in the United States.
These population metrics underscore the community’s pivotal role in shaping future consumer markets. For marketing teams, this expansion translates into a continuously broadening base of potential customers whose media habits and purchasing behaviors are becoming ever more influential.
There’s Purchasing Power to Spare
The Hispanic community in the US has seen a shift in buying power over the past 3 decades. From 1990 to 2020, buying power jumped from $213 billion to $1.9 trillion. By 2026, estimates show that the figure will be closer to $2.6 trillion.
According to McKinsey & Company, the Latino population is also the fastest-growing portion of the U.S. GDP. Hispanic economic activity has long been a driving force behind overall U.S. GDP growth, contributing both through direct consumer spending and entrepreneurship. This demographic’s combined labor force participation, educational attainment, and entrepreneurial ventures fuel broad-based economic resilience.
Beyond sheer spending volume, Hispanic populations demonstrated record levels of homeownership in 2024, signaling that many have the economic stability to make long-term financial commitments.
Implications for Advertisers
What does the spending power and population growth of Hispanic consumers mean for marketing professionals? In short, these figures translate into a compelling imperative: allocate proportional or greater ad spend toward Hispanic-targeted media and creative strategies. That sky-high purchasing power coupled with breakneck growth signals that underinvestment represents not merely a missed opportunity but a strategic oversight.
Savvy campaigns should prioritize channels and messaging that resonate culturally and linguistically, leverage data-driven segmentation to pinpoint high-value submarkets, and measure ROI with the same rigor applied to other audiences. Embracing the full scale of Hispanic economic influence positions brands to capture market share commensurate with this demographic’s quantitative and qualitative impact on the U.S. economy.
Digital Media Engagement and Device Usage
Marketing professionals need to understand how Hispanic consumers are currently engaging with media to market to them effectively. Hispanic households, particularly Hispanic adults, are more likely to spend time streaming than tuning into live broadcast content or traditional media. Streaming services like Hulu, Netflix, and Amazon Prime have a substantial lead in that regard.
Digital video penetrates Hispanic households at a staggering 81.3%. That’s the highest rate among all U.S. ethnic groups, driven in part by multigenerational streaming consumption and strong demand for both English and Spanish content. eMarketer reports that Hispanic audiences rank among the most digitally active consumers, spending upward of four hours daily on social media and streaming platforms. This means they’re spending more time engaging with digital media than the general population, which elevates the importance of strategic ad timing and placement.
Smartphones are also the head honcho in terms of device usage by a large margin. About 77% of Hispanic adults own smartphones, mirroring adoption levels seen among other Americans. This confirms that mobile is the primary touchpoint for Hispanic consumers.
Brands that want to engage this consumer base should prioritize mobile advertising formats. The data about mobile phone and streaming services usage make a solid case for campaigns built around short-form video, mobile-optimized creatives, and platform-specific messaging tailored to the nuances of Hispanic digital consumption.
Nuance is Everything
Three-quarters of Hispanic people in the U.S. speak Spanish proficiently. This represents more than just a linguistic preference; it’s an integral part of Hispanic identity. Brands that try to market to this segment without creating content in Spanish will miss out on engagement from many Hispanic folks. On the other hand, brands that offer bilingual or culturally contextualized messaging see higher engagement and brand affinity.
At the same time, awareness of identity-inclusive terms like “Latinx” has doubled since 2019, though actual adoption remains at a minuscule 4%. It is worth noting that attitudes toward the term “Latinx” are subject to heavy debate. This highlights the need for extensive research into the language and terminology Hispanic consumers use within their own communities rather than making assumptions.
Hispanic consumers are very discerning about authentic representation in marketing and branding. That means tailored storytelling and influencer partnerships are proving especially effective in fostering trust. Advertisers must therefore collaborate with creators and media outlets that authentically reflect Hispanic experiences and values, rather than relying on one-size-fits-all creative approaches.
How has Marketing to Hispanic Consumers Presented Challenges?
Like any advertising venture, tailoring content to a new consumer segment won’t be easy. Brands may encounter a few bumps in the road on their journey to appealing to Hispanic consumers.
One major challenge brands have encountered is the fragmented and unstable media landscape for Hispanic communities, which shifts frequently. Smaller publications make up the majority of Latino news outlets, so these outlets seem like great opportunities for hyper-targeted advertising. However, they struggle to keep their heads above water when there’s less revenue to spend on ad space or they have to adjust to changing media consumption habits among their demographics.
Considering the information above about streaming services, brands can refocus their attention and ad spend on these services in hopes of capturing their ideal market. However, there’s a lot of competition on these platforms, and it may be challenging to capture the attention of Hispanic consumers.
Effectively Marketing to Hispanic Consumers
Marketing to any particular demographic is tricky. However, there are a few key ways to land a win when trying to market to Hispanic consumers. For one, cultural sensitivity is crucial when reaching out to any consumer group based on heritage. While younger Hispanic people are more likely than older ones to prefer advertising that refers to their culture, only 12% have a strong desire to incorporate those references. Integrate language and cultural references with care. Know when to deploy them and when to hold back.
Much like the greater U.S. population, the Hispanic population is massively diverse. They vary in age, gender, income, and more. Part of that variety is in regional differences. Pew Research Center suggests that most Hispanic people within the U.S. prefer to refer to themselves by their country of origin, and many have no preference between the generalizations of “Hispanic” or “Latino.”
That said, localized marketing efforts can still be exceptionally effective. In California, 30% of the Hispanic population prefers the term “Hispanic” over “Latino.” Compare that to Texas, where 48% prefer “Hispanic.” The point? Do the research and tailor terminology and cultural references to highly localized areas within the U.S.
Millennial, Gen Z, and Gen Alpha Hispanic and Latino people are likely to enjoy, respect, and appreciate their culture. However, second-generation individuals might approach their heritage differently from first-generation ones. Take these generational gaps into consideration when building out customer personas and profiles.
To capitalize on the Hispanic consumer boom, marketers should integrate demographic and behavioral insights into media planning. That way, they’re more likely to ensure that vertical-specific outlets and platforms are selected for their proven resonance.
Given the high mobile and video engagement, campaigns structured around native in-feed videos, connected-TV spots, and influencer content will naturally align with consumption patterns. Bilingual messaging strategies, informed by on-the-ground cultural expertise and continuous audience feedback, will drive deeper connections and lift conversion rates.
Frequently Asked Questions
What do Hispanic consumers buy the most?
Though no group is a monolith, a study by Spiegel Research Center suggests that people who identify as Hispanic spend more in all product categories besides groceries than other segments of the population.
Is the Hispanic population increasing?
The population growth of Hispanic consumers is rapid and ongoing. According to Census projections, they’re one of the fastest-growing demographics.