State of the Hispanic-American Consumer 2018


The influence of the growing Hispanic population on American culture can be felt everywhere, from the music we enjoy to the food we eat to the ways we celebrate. A great example is the ever-growing popularity of Mexican beer, up by 12% since 2013 to nearly one-fifth of all adults 21 or older who are consuming brands ranging from Corona and Dos Equis to Pacifico and Tecate and more. And when we look at consumption, the growth is even more explosive – adults 21+ consumed over 170 million Mexican beers in an average 30-day period, an increase of 32% from 2013. It has never been more important for marketers to stay ahead of these growing multicultural trends

This report provides insights into the demographics, economics, language, attitudes, and cross-platform and mobile behaviors of the Hispanic-American consumer.

Report Highlights:

  • Growth of the Hispanic population among key age groups
  • Market size / discretionary spend controlled by Hispanics
  • Consumer outlook of Hispanics relative to all adults in the United States
  • Language preferences by generation
  • Attitudes towards advertising in Spanish
  • Trends in cross-platform media usage by device
  • Hour-by-hour smartphone usage by Hispanics
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