By Laurie Tema-Lyn of Practical Imagination Enterprises,
Reva Dolobowsky of Dolobowsky Qualitative Services & Marcia
Mogelonsky of Mintel International Group © 2001, Dolobowsky,
Tema-Lyn & Mogelonsky
Spanish-language
media are catching on. You can watch fusbol on Univision and read
People en Espanol. And other Hispanic trends are also making their
presence felt.
From music
to food, say it in Spanish.
Here's why:
Between July
1, 1990 and July 1, 1999 the Hispanic population in the US grew
38.8 percent to 31.3 million. The fastest-growing state of all
is Nevada, which increased its population 50 percent during the
1990s. Nevada's Hispanic population increased 144.6 percent to
304,364. Other big gains took place in California, New York and
Texas. California, in fact, became the first state to have a non-white
majority -- non-Hispanic whites account for only 49.8 percent
of California's population.
Analysts estimate
the Hispanic consumer market to be about $421 billion -- enough
for many advertisers to sit up and take notice.
And don't
just look south for Hispanics. It's tempting to believe that most
Hispanics settle in the southern part of the country. But that's
simply not true. Last year, Hispanic Magazine rated Milwaukee
as the seventh best city for Hispanics. That's Milwaukee, WI.
Not exactly the place one would expect to find a thriving Hispanic
community. But Wisconsin, Missouri and Ohio all boast rapidly
growing Hispanic populations.
