In previous blog posts, Cafe Con Leche talked about the purchasing power of the Latino population and outlined the importance of being multicultural in Latino focused marketing campaigns. Since Latinos come from many different countries, when crafting authentic marketing campaigns that target Latinos, it is important to have a deeper understanding of the various countries that make up the United States Latino cultural landscape.
- The current population of Latinos is upwards of 54.1 million people or little below 20% of the total United States population. Latinos are adding more people to the U.S. population than any other subset.
- People of Mexican origin account for the majority of the U.S. Latino population at 34 million; Puerto Ricans come in second at 4.9 million on the mainland and 3.5 million on the island. There are five other groups with more than a million people each: Cubans, Salvadorans, Dominicans, Guatemalans and Colombians.
- Latino populations vary depending on what part of the United States you are in. In Los Angeles Mexicans make up 78% of the Latino population, while in New York City Puerto Ricans (28%) and Dominicans (21%) are the largest groups. Salvadorans are the majority in Washington D.C at 32% and Cubans dominate in Miami at 54%.
- As the population of U.S.-born Latinos grows, the population of Latinos who are immigrants is on the decline.
- Latinos represent the youngest population of the all the racial and ethnic groups in the United States with a median age of 27, a decade younger than the median age of the United States as a whole which is 37. The average age of a U.S.-born Latino is 18 years old while the average age of a foreign born Latino is 40 years old.
- Spanish is the dominant language for 38% of Latinos, English is the dominant language for 25% of Latinos and 36% are bilingual.
*Resource: Pew Research Center
These numbers show us that the part of the country you are selling in will influence the kind of Latino cultural references you should use in crafting a Latino focused marketing campaign. The median age of Latinos shows how young the population is; gearing marketing campaigns to young Latinos will ensure long term customer loyalty. Since is seems that the younger population of Latinos is largely U.S.-born, messages that resonate with the immigrant experience are better used to target the older Latino population. Given that there is not a huge gap between Latinos who speak only Spanish or only English or both, marketing campaigns can benefit from infusing both languages in their messaging.