The Hispanic Market

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The Hispanic Market

Hispanics in the U.S.

Who Is A Hispanic?

Hispanic refers to a person of Caribbean or Latin American or other Spanish/Hispanic/Latino culture or origin, and is considered an ethnic category rather than a racial group. Persons of Hispanic origin therefore may be of any race, and since their culture varies with the country of origin, the Spanish language often is the uniting factor. Three out of every five Hispanics living in the U.S. are born here, and among the foreign born, most are of Mexican origin, which suggests that a great many Hispanics share similar backgrounds and cultural experiences. Nonetheless, spending patterns differ significantly based on country of origin, and the composition of the nation’s Hispanic population is changing.1

Links to the Pew Hispanic Center


  1. U.S. Census Bureau, 2007 Survey of Business Owners:  Hispanic-Owned Businesses (provides detailed information every five years);  Selig Center for Economic Growth, Terry College of Business, The University of Georgia, July 2009; The NPD Group; Google.
  2. Opportunity and Exclusion: A Brief History of U.S. Immigration Policy by Walter A. Ewing, Ph.D. January 13, 2012
  3. Pew Research Center,

Hispanics by the Numbers

From the U.S. Census Bureau

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53 million
The Hispanic population of the United States as of July 1, 2012, making people of Hispanic origin the nation's largest ethnic or racial minority. Hispanics constituted 17 percent of the nation's total population.
1.1 million
Number of Hispanics added to the nation's population between July 1, 2011, and July 1, 2012. This number is close to half of the approximately 2.3 million people added to the nation's population during this period.
Percentage increase in the Hispanic population between 2011 and 2012.
128.8 million
The projected Hispanic population of the United States in 2060. According to this projection, the Hispanic population will constitute 31 percent of the nation's population by that date.
Ranking of the size of the U.S. Hispanic population worldwide, as of 2010. Only Mexico (112 million) had a larger Hispanic population than the United States (50.5 million).
The percentage of Hispanic-origin people in the United States who were of Mexican background in 2011. Another 9.4 percent were of Puerto Rican background, 3.8 percent Salvadoran, 3.6 percent Cuban, 3.0 percent Dominican and 2.3 percent Guatemalan. The remainder was of some other Central American, South American or other Hispanic/Latino origin.

States and Counties

More than 50%
The percent of all the Hispanic population that lived in California, Florida, and Texas as of July 1, 2012.
Number of states in which Hispanics were the largest minority group. These states were Arizona, California, Colorado, Connecticut, Florida, Idaho, Illinois, Iowa, Kansas, Massachusetts, Nebraska, Nevada, New Hampshire, New Jersey, New Mexico, Oregon, Rhode Island, Texas, Utah, Washington and Wyoming
14.5 million
The Hispanic population of California. This is the largest Hispanic population of any state as well as the largest numeric increase within the Hispanic population since July 1, 2011 (232,000).
4.8 million
The Hispanic population of Los Angeles County, Calif., in 2012. This is the highest of any county and the largest numeric increase since 2012 (55,000)


2.3 million

The number of Hispanic-owned businesses in 2007, up 43.6 percent from 2002.

$350.7 billion

Receipts generated by Hispanic-owned businesses in 2007, up 58.0 percent from 2002.


The percentage of businesses in New Mexico in 2007 that were Hispanic-owned, which led all states. Florida (22.4 percent) and Texas (20.7 percent) were runners-up.

Families and Children

11.6 million
The number of Hispanic family households in the United States in 2012.

The percentage of Hispanic family households that were married couple households in 2012.

The percentage of Hispanic married-couple households that had children younger than 18 present in 2012.

Percentage of Hispanic children living with two parents in 2012.

Percentage of Hispanic married couples with children under 18 where both spouses were employed in 2012.

Spanish Language

37.6 million
The number of U.S. residents 5 and older who spoke Spanish at home in 2011. This is a 117 percent increase since 1990 when it was 17.3 million. Those who hablanespanol en casa constituted 12.9 percent of U.S. residents 5 and older. More than half of these Spanish speakers spoke English "very well."

Income, Poverty and Health Insurance

The median income of Hispanic households in 2011.

The poverty rate among Hispanics in 2011, down from 26.5 percent in 2010.

The percentage of Hispanics who lacked health insurance in 2011.

The percentage of Hispanics 25 and older that had at least a high school education in 2011.

The percentage of the Hispanic population 25 and older with a bachelor's degree or higher in 2011.

3.7 million
The number of Hispanics 25 and older who had at least a bachelor's degree in 2011.

1.2 million
Number of Hispanics 25 and older with advanced degrees in 2011 (e.g., master's, professional, doctorate).

Percentage of students (both undergraduate and graduate students) enrolled in college in 2011 who were Hispanic.

Percentage of elementary and high school students that were Hispanic in 2011.


Percentage of Hispanics 16 and older who are in the civilian labor force in 2011.
The percentage of civilian employed Hispanics or Latinos 16 years and older who worked in management, business, science, and arts occupations in 2011.
Number of Hispanic chief executives. In addition, 50,866 physicians and surgeons; 48,720 postsecondary teachers; 38,532 lawyers; and 2,726 news analysts, reporters and correspondents were Hispanic.


8.4 million
The percentage of voters in the 2012 presidential election who were Hispanic. Hispanics comprised 7 percent of voters in 2010.

Serving our Country

1.2 million
The number of Hispanic veterans of the U.S. armed forces

Hispanics in Florida

Reprinted with permission from
Florida Trend Magazine

United by one language, Florida Hispanics are diverse, multifaceted, and an unstoppable engine for economic and social growth.

Findings from the most recent U.S. Census Bureau and the Pew Hispanic Center research shed a fascinating light on the customs and trends of the nation’s fastest growing minority, and how it’s influencing the demographic and economic makeup of the Sunshine State. At Hispanic Unity we are proud to contribute to Florida’s prosperity by providing Hispanic –and all immigrant communities– the tools to prosper and succeed.

  • Hispanics now make up almost 1 in 4 Floridians…up from 1 in 6 a decade ago
  • Broward County’s Hispanic population is the fastest growing in Florida, according to the 2012 US Census Bureau, soaring to almost 460,000 in 2011.
  • Hispanics are now the largest minority in Florida. As of 2009 there were 3,750,768 Hispanic residing in Florida. Hispanics represent about 20.5% of the total population in Florida. 1
  • Still at just over 1 million, Cubans-Americans still are Florida’s largest Hispanic group, making up about a third of the state’s Latinos, according to the Census’ American Community Survey. Puerto Ricans now number more than 725,000.
  • Mexicans are the fastest growing Hispanic group in Florida, but there are significant and growing numbers of Nicaraguans, Colombians, Venezuelans, and other nationalities. 1
  • Without Hispanics, Florida's population growth from 2000 to 2012 falls to 9.6%, rather than 17.6%.
  • Take Miami-Dade out of the equation -- both Hispanics and non-Hispanics -- and Florida's Hispanic population drops to just under 16%, below the national level of 16.4%. Subtract Broward as well, and Florida looks like Connecticut or Illinois.
  • Hispanics make up 13.9% of active registered voters in Florida -- 476,000 are registered Republicans and 645,000 are Democrats. Republicans saw a 7% increase in Hispanics registering for the GOP in Florida from the 2008 to 2012 general elections, but Democrats posted a 26% gain, according to Florida election records. Hispanics expressing no party affiliation increased 38%. Hispanics account for 11% of registered GOP voters, 13.5% of registered Democrats and 20% of no-party affiliation voters.
  • A quarter of a million Florida public school students fall into the "English language learner" designation -- foreign-born or from a household where English isn't spoken -- a number that has increased 27.8% over the last decade, according to the state Department of Education. Most of them -- 77% -- are Hispanic. Roughly one in four Hispanic students falls under the English language learner umbrella.
  • In 2012, the purchasing power of Hispanics in Florida boomed to $212.8 billion, up 980% since 1990. Hispanics account for 29% of consumer buying power in Florida (Source: Selig Center for Economic Growth, University of Georgia, Terry College of Business) and are the fastest-growing consumer segment in Florida, says University of Florida's Philip J. Williams.

1 Florida International University, Metropolitan Center, “Florida’s Changing Demographics: Hispanic Political Influence”

Hispanic Unity of Florida: Client Stories

Hispanic Unity was founded more than 34 years ago by community leaders to ease the acculturation transition for newcomers from other nations. Today this nonprofit provides assistance through 12 programs and 30+ services, in four languages, to Broward's diverse community. Hispanic Unity remains the county's largest agency dedicated to the immigrant population, providing them with the tools they need to build a new life. In 2015, the agency served 17,000+ clients, from toddlers to adults.