Page 31 - Latino Boom II

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P o r t r a i t o f L a t i n o U . S . A .
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Latino groups. As long as your message is based on real Hispanic con-
sumer insight, youwill be able to effectively communicatewith all groups.
Don’t worry, we will get into creative best practices in Chapter 8.
And finally, according to Nielsen, the Hispanic growth through 2016
in the top Hispanic demographic metropolitan areas or DMAs (a term
used by Nielsen to identify an area of counties in which the home market
television stations hold a dominance of total hours viewed) “is approxi-
mately two or more times larger than the total population growth, dem-
onstrating their growing influence across many of the country’s major
markets.” See Figure 3.11
YOU T H : OU R S E C R E T S AUC E
According to the Bureau of the Census, the median age for Hispan-
ics is almost ten years younger than that of the overall U.S. population
Figure 3.10
Growth of Latino Populations in Southern States
2000–2010