Although the average Hispanic household income is relatively low, the purchase power of the Hispanic market is estimated at $798 billion and is expected to grow by 50% by 2011.
Income, education, language, and identification with Hispanic culture change across generations.
Given that over 40% of growth in the Hispanic population is attributable to immigration, the level of acculturation plays a major role in the attitudes and behaviors of Hispanic consumers.
Consumer Groups
Generational groups also exist which drive differences in language, national identity, and values.
First Generation
Second Generation
Third (+) Generation
Hispanic teens are often bicultural—acculturating by adding a second culture; not replacing their first culture.