Experience the Hispanic consumer journey.
As this large and youthful group navigates life, their major milestones are shaping the future – and your business.
A rapidly growing population.
The next big demographic revolution is here—and it’s Hispanic. As this population skyrockets, it will proudly celebrate and embrace its heritage. Businesses will need to adapt to this community or risk being ignored.
61 Million
Hispanics are in the United States,
18% of the total population
42%
of total enrollment growth
will be Hispanic by 2025
The rise of higher education.
Think education is key to success? Hispanics have more faith in higher education than other groups, prompting record-high college enrollment at a time when undergraduate admissions are declining.
College Enrollment Rates (2010 – 2015)
% Change in Undergrads
% Change in Post-Grads
+20%
+23%
-15%
-10%
-14%
+1%
-0.4%
+3%
Hispanic
White
Black
Asian
82%
of the labor force growth
was Hispanic from 2008
to 2019
The workforce
of the future.
Younger, better educated and ready to roll up their sleeves, Hispanics are a growing proportion of the workforce. As baby boomers retire, Hispanics will account for half of the entering workforce.
334%
increase in Hispanic households making $75k+
from 2000 to 2019
$1.5T – $1.9T
growth in purchasing power from 2018 to
2023
70%
of projected <18 population growth—the future American workforce—will be driven by Hispanics (2019 – 2029)
93%
of Hispanics are planning a vacation in the next 12 months compared to 85% of non-Hispanics
More time and cash for life's pleasures.
Family and community are valued aspects of Hispanic culture. With cash at their disposal, Hispanics are enjoying meaningful activities with loved ones that are making an impact on the recreation and entertainment industries.
45%
of Hispanics attend opening weekends of movies compared to 34% of non-Hispanics
Non-Hispanic
Hispanic
72%
of Hispanics will take 2+ vacations this year, compared to 55% of non-Hispanics
33%
take 10+ visits to quick-service restaurants a month compared to 26% of non-Hispanics
11%
Hispanic box office growth increase from 2014 to 2017
84%
of Hispanics prefer to spend quality time with family members together as a group versus 70% of non-Hispanics
15%
more likely than non-
Hipanics to buy a car
22%
of Hispanics plan to buy
a car in the next year
136%
growth in annual new car purchases among U.S. Hispanics from 2010 to 2018
Hispanics in the driver's seat.
As Hispanics hit the workforce, they’re also hitting the road. Hispanic millennials will fuel the growth of the automotive market during what experts claim is an "industrial recession."
5,166
new vehicles purchased daily
by Hispanics in 2018
$47B
in auto loans outstanding
by Hispanic drivers
89%
more likely than non-Hispanics to buy a home in the next 12 months
$17.3B
in home insurance premiums were paid by Hispanics
7x faster
Hispanic homeownership growth compared to non-Hispanics
Homeownership
goes through the
roof.
Hispanics are purchasing homes at historic rates, powering an otherwise sagging housing market. Outpacing the purchases of other ethnic groups, Hispanics accounted for all of the mortgage growth from 2014 to 2018.
New levels of pet pampering.
Hispanics nationwide are more likely to own pets like dogs, birds, reptiles and fish. In fact, studies suggest that Hispanics will account for half of the pet owner population growth between 2016 and 2021.
75%
of Hispanics own a dog, versus 61% of non-Hispanics
Non-Hispanic
Hispanic
2.7x faster
growth in Hispanic category dog food sales compared to non-Hispanics (4.3% to 1.6%)
One big Hispanic American family.
Hispanics are ready to settle down and start families. And because they live in multigenerational homes and have on average more children, these larger families translate into more shopping dollars.
90%
more likely to become parents in the next 12 months than non-Hispanics
51%
of Hispanic households have children in the home vs. 32%
of non-Hispanics
9 in 10
Hispanic shoppers with kids grocery shop with another person – including their spouse, children, or friends
$571
average spend per stock-up trip for Hispanic shoppers with kids vs. $302 for total U.S. shoppers
7x
more growth in Hispanic spending of baby food compared to non-Hispanics
Bring your brand along for the ride with Univision.
Partner with us through Univision Brand Labs, your end-to-end solution for marketing to U.S. Hispanics.
Guided by Univision’s 60+ year history of empowering, informing and entertaining our community, we will simplify your marketing journey by identifying your opportunity, bringing it to life, and measuring results. More than just a
guide to a best-in-class media company, Univision Brand Labs is a gateway to a marketplace that will powerfully grow
your business.
Learn More
Explore Lifestages
Graduation
Getting a Job
Buying a Car
Starting a Family
Buying a House
Getting a Pet
Time with Family
28 years
is the average age of the Hispanic population, versus 43 years old for non-Hispanics
11 years
is the most common age of U.S. Hispanics, versus 58 years old for non-Hispanics
Graduation
Getting a Job
Buying a Car
Starting a Family
Buying a House
Getting a Pet
Time with Family
Graduation
Getting a Job
Buying a Car
Buying a House
Getting a Pet
Time with Family
View Sources
Starting a Family
All sources available here.
College Enrollment Rates (2010–2015)
% Change in Undergrads
% Change in Post-Grads
82%
of the labor force growth was Hispanic from 2008 to 2019
334%
increase in Hispanic households making $75k+ from 2000 to 2019
$1.5T – $1.9T
growth in purchasing power from 2018 to 2023
15%
more likely than non-Hispanics
to buy a car
22%
of Hispanics plan to buy a car
in the next year
82%
of the labor force growth was Hispanic from 2008 to 2019
334%
increase in Hispanic households making $75k+ from 2000 to 2019
$1.5T – $1.9T
growth in purchasing power from 2018 to 2023
