Hispanic Population Projections Outpace Non Hispanic White Alone

The Hispanic market is anxiously awaiting the results of the 2010 U.S. Census which has a renewed emphasis on the accuracy of Hispanic population measurement, both citizen and non-citizen alike. Meanwhile, the U.S. Census has recently released population projections, which emphasize the importance of catering to Latinos. The term outpace in the title is a severe understatement. The Hispanic population is projected to grow 167%, while the Non-Hispanic White Alone population is predicted to increase only 1% between 2010 and 2050 as broken out by age in the charts below.

Chart #1

Chart #2

The charts are color coded to represent age range population increases in green, and age range population decreases in pink. Hispanic is all green, meaning that all age groups are growing in population from 2010 – 2050 as one would imagine within a 40-year time span. However, among Non-Hispanic White Alone population, age ranges between Under 5 to 29 years old, and 40 to 64 years old are actually decreasing in population from 2010 – 2050.

There is a newfound sense of urgency to marketers today: target the Hispanic consumer, which is growing in population across all ages vs. Non-Hispanic White Alone that is flat in overall population growth, and actually decreasing in numbers among youth and middle age.

The source for these tables is the Population Division, U.S. Census Bureau. Release Date: Aug 14, 2008. (Based on Census 2000.) Analysis by Terra USA Research.

Flip to digital, and our projections do not reach out as far as 2050, yet. There are 22.9 million Hispanic Internet Users in 2009, growing to 29.2 million by 2013. 1 Basically, by 2013, more than half of all Hispanics, 56.5%, are online. 2

The Internet is the most targetable and measurable medium, growing while less interactive mediums decline as evident in Chart #3.

Chart #3

Syndicated measurement is also growing in sophistication as comScore merged their US Hispanic service within US Total Internet starting with the September 2009 dataset. This enables subscribers to report the percentage of visitors that are Hispanic across US Total Internet. Given that the Hispanic population is the impetus fueling overall population growth at least through 2050, perhaps % Hispanic composition of site visitors will be the new KPI.

Be a Smart Marketer. Leverage new syndicated metrics available today to increase reach among Hispanic Internet Users. Inquire % Hispanic composition to help decide campaign placement. Terra – Telefonica is ranked 4 th by Hispanic composition among Top 1000 Sites across US Total Internet, with 60.4% composition unique visitors Oct ’09. 3 Within our property, Terra.com, our flagship US Hispanic portal, is 77.4% Hispanic. 4 US Hispanic Internet users are 585% more likely to visit Terra.com vs. any other site across US Total Internet (685 composition index UV.) 5

Terra USA Research would like to wish all Smart Marketer readers a wonderful holiday season.

1.) eMarketer. US Internet Users, by Race/Ethnicity, 2008 – 2013 (in millions). Feb ‘09

2.) eMarketer. US Internet Users, by Race/Ethnicity, 2008 – 2013 (% of population of each group). Feb ‘09

3.) comScore. Key Measures Report. Top 1000 Properties, US Total Internet. Target – Hispanic All. Oct ’09. Analysis performed by Terra USA Research

4.) comScore. Key Measures Report. Top 1000 Properties, US Total Internet. Target – Hispanic All. Oct ’09. Analysis performed by Terra USA Research.

5.) comScore. Key Measures Report. Top 1000 Properties, US Total Internet. Target – Hispanic All. Oct ’09. Analysis performed by Terra USA Research.

By Natasha Funk

Published:  November 09