Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Hispanics 2019

A Big Population Poised for Greater Buying Power

Download
Share
About This Report
The spending power of the Hispanic market doesn’t yet live up to the size of the Hispanic population. But with education and homeownership on the upswing—and entrepreneurship a continuing strength—this market is poised for greater growth.
Table of Contents

Executive Summary

Yes, the US Hispanic population is big, at some 60 million. But its buying power has not caught up with its size. What matters as much as size is the fact that this population is in flux—with education levels rising, Spanish increasingly superseded by English, and digital usage evolving.

Are Hispanics a lucrative market?

Yes, but with a caveat. Hispanics deploy more than $1.5 trillion in buying power. But their incomes are still below the US average, and median wealth is meager. Hispanics took an especially bad hit from the Great Recession, and many haven’t altogether recovered.

Is there reason to think Hispanics’ financial standing will improve?

There is, including the fact that they’ve already made gains. About one-fifth of Hispanic households have incomes above $100,000. Below-average levels of education have held the Hispanic population back, but a surge in college enrollment promises to change that in years ahead.

Is homeownership the norm among Hispanics?

Not exactly, but it has made some gains after sagging during the recession. Nearly half are homeowners. And Hispanics have accounted for more than 60% of the gains in homeownership during the past decade.

Does digital figure into Hispanics’ shopping?

Of course. Search engines and social media are leading venues for pre-purchase research. Digital is also where Hispanics encounter much of the advertising they see. About two-thirds are digital buyers.

WHAT’S IN THIS REPORT? This report gauges Hispanics’ finances, including the role of entrepreneurship and homeownership. It looks at how much they spend and how they spend it, including the influence of culture and language preference. And it assesses their digital usage.

KEY STAT: Though Hispanics have been making financial gains, a majority still feel on the wrong side of the “haves vs. have-nots” divide. The recession didn’t help, wiping out a disproportionate share of Hispanics’ wealth.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

19charts

Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Now More Than 10 Years Past the Great Recession, How Do US Hispanics’ Finances Look?
  3. How Do Hispanics Feel About Their Finances?
  4. As Higher Education Is Increasingly Indispensable, Are Hispanics Getting Diplomas?
  1. Do Hispanics Tend to Be Homeowners?
  2. What’s Distinctive About Hispanics as Shoppers?
  3. Hispanics Used to Be on the Wrong Side of a ‘Digital Divide.’ Still True?
  4. Key Takeaways
  1. eMarketer Interviews
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

David Acosta
National Association of Hispanic Real Estate Professionals
2019 President
Interviewed July 23, 2019
Mario X. Carrasco
ThinkNow Research
Co-Founder and Principal
Interviewed July 10, 2019
Marlene Orozco
Stanford Latino Entrepreneurship Initiative
Lead Research Analyst
Interviewed July 11, 2019
Valeria Piaggio
Kantar, Consulting Division
Senior Vice President, Head of Identity and Inclusion Insights
Interviewed July 11, 2019
Roberto Ruiz
Univision
Executive Vice President, Research, Insights and Analytics
Interviewed July 23, 2019
Jose Villa
Sensis
President
Interviewed July 24, 2019

authors

Mark Dolliver

Contributors

Lucy Koch
Junior Analyst
Oscar Orozco
Senior Forecasting Analyst
Jennifer Pearson
VP, Research
Monica Peart
Senior Director, Forecasting
Shelleen Shum
Director, Forecasting
Yoram Wurmser
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client