Understanding the Hispanic-American consumer

With the steady accumulation of purchasing power attributed to the Hispanic-American community, marketers more and more are targeting Latinos. Here's why: the Hispanic-American population numbers more than 54 million today, with a total buying power of $1 trillion — expected to reach $1.5 trillion in the next two years — and 1.8 million households generating incomes greater than $100,000. DSN called in Reny Diaz, director of client engagement for Nielsen, for additional perspective about the Hispanic-American opportunity.

Reaching this audience requires significant investment, but if a brand is large enough and/or it particularly resonates with the Latino shopper the return can be huge, Diaz told DSN.

For the full audio Q&A, click here.

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