Hispanics: Increasing Influence and Driving U.S. Market Growth

Eve Padula
Apr 23, 2012

According to the U.S. Census Bureau, the Hispanic/Latino population grew from 35.3 million in 2000 to nearly 50.5 million in 2010, representing an increase of 43% over the decade. The Hispanic population also accounted for over half of the nation’s population growth during that same timeframe. In 2010, Hispanics accounted for 16% of the U.S. population, and this share is expected to further increase as time goes on. Because the Hispanic population is growing in size and influence, InfoTrends recently published its first report focusing specifically on these individuals.

In April 2012, Nielsenalso released a report exploring the mobile and social behaviors of Hispanic consumers in the United States. Many of the findings in the Nielsen study support InfoTrends’ survey data. The Table below outlines some of the general findings from Nielsen’s report and explains how they correlate to InfoTrends’ survey data.

Nielsen Finding InfoTrends’ Survey Results
The U.S. Hispanic population is generally young. Nearly 51% of Hispanics/Latinos are under the age of 35, compared to just 32% of the total survey base.
  Hispanics reported a mean age of 35.7 years, which is a full 8 years younger than total respondents (43.7 years).
Hispanics are leading the mobile revolution. Nearly 57% of Hispanics own smartphones with cameras, compared to just 43% of total respondents.
  When asked to describe their primary photo capture device, nearly 42% of Hispanics cited a camera phone or smartphone with camera. Among the total respondent pool, this share was under 29%.
Hispanics often lead the general market as Early Adopters of technology. Over 26% of Hispanics considered themselves to be Early Adopters of technology, compared to less than 22% of total respondents. Hispanics were also less likely to categorize themselves as Late Adopters.

While the Nielsen survey focused primarily on demographic trends, InfoTrends’ study concentrated on digital photography behaviors, specifically ownership and use of digital interchangeable lens cameras (DILCs). In relation to total DILC owners, Hispanic respondents who owned DILCs:

  • Were younger, slightly less affluent, and more tech-savvy.
  • Captured and printed more photos.
  • Placed a higher importance on the video clip feature and also captured more videos.
  • Were more likely to have plans for purchasing a DILC, regardless of current camera ownership.

According to Nielsen, Hispanics are currently the fastest-growing ethnic segment. This group is expected to increase by 167% between 2010 and 2050, compared to 42% for the total population. Because Hispanics are now impacting every aspect of the U.S. landscape (e.g., popular culture, the workforce, consumerism, politics, national identity), InfoTrends’ research is particularly timely. InfoTrends’ report entitled Spotlight on Hispanics: Digital Camera Ownership and Usage is available for immediate purchase.

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