Nielsen provides a reflection of diversity
The glorious celebration of Cinco de Mayo is just around the corner, eagerly anticipated in cities and communities throughout the country. America is a wondrous tapestry of many colorful threads, it is important to acknowledge everything that makes us who we are.
This is a diverse nation and Hispanics continue to be the fastest-growing American minority, having grown by 33%, according to the 2010 Census data, now 15.4% of the entire population – it is important that we acknowledge that diversity every day, not just on a special day. It is evident with the recently released Census data that Hispanics have a voice through the vehicle of their consumer power.
As the leading global provider of information and analytics around what consumers watch and buy, The Nielsen Company strives to paint a complete picture for our clients – providing an accurate reflection of the racial and ethnic diversity of the total U.S. population. We use “Hispanic,” for example, because our data shows that 35% of Hispanics in America prefer it, while 14% prefer Latino and 50% have no preference.
Mexicans comprise the largest segment of the American Hispanic population (65.6%), followed by Puerto Ricans (9%), Central Americans (5.8%), Cubans (3.4%) and Dominicans (2.8%), you might not be aware of some other Nielsen insights into the Hispanic culture in America:
• 25% of American children under 5 are Hispanic.
• The median age of the Hispanic population is 27.7 years old, considerably younger than that of the total U.S. population, which is 36.8.
• There are more Hispanic males than females (107 to every 100), while for the total U.S. population, that ratio is 97 for every 100.
• 48% of Hispanics live in California (13.5 million) or Texas (8.9 million).
• Both English-preferred (68.5%) and Spanish-preferred (57.8%) households are more likely to eat dinner together.
• Hispanic households shop about as often as other American households, but spend more per trip – an average of $40.19 per trip/$6,268 per year. The average American household spends $37.51 per trip/$5,860 per year.
• Hispanic households spend more in categories for babies and young children.
• While Univision Telenovas dominate top TV programming in Spanish, Hispanic top English –speaking programs are par for the course of all Americans – American Idol, NBC Sunday Night Football and Dancing With the Stars.
Bottom line – Hispanic Americans wield considerable consumer power as a force to be reckoned with. And, that is something to celebrate.
Happy Cinco de Mayo!
