Nielsen provides a reflection of diversity
By Monica Gil
SVP Public Affairs at The Nielsen Company
The glorious celebration of Cinco de Mayo is just around the corner, eagerly anticipated in cities and communities throughout the country. America is a wondrous tapestry of many colorful threads, it is important to acknowledge everything that makes us who we are.
This is a diverse nation and Hispanics continue to be the fastest-growing American minority, having grown by 33%, according to the 2010 Census data, now 15.4% of the entire population – it is important that we acknowledge that diversity every day, not just on a special day. It is evident with the recently released Census data that Hispanics have a voice through the vehicle of their consumer power.
As the leading global provider of information and analytics around what consumers watch and buy, The Nielsen Company strives to paint a complete picture for our clients – providing an accurate reflection of the racial and ethnic diversity of the total U.S. population. We use “Hispanic,” for example, because our data shows that 35% of Hispanics in America prefer it, while 14% prefer Latino and 50% have no preference.
Mexicans comprise the largest segment of the American Hispanic population (65.6%), followed by Puerto Ricans (9%), Central Americans (5.8%), Cubans (3.4%) and Dominicans (2.8%), you might not be aware of some other Nielsen insights into the Hispanic culture in America:
• 25% of American children under 5 are Hispanic.
• The median age of the Hispanic population is 27.7 years old, considerably younger than that of the total U.S. population, which is 36.8.
• There are more Hispanic males than females (107 to every 100), while for the total U.S. population, that ratio is 97 for every 100.
• 48% of Hispanics live in California (13.5 million) or Texas (8.9 million).
• Both English-preferred (68.5%) and Spanish-preferred (57.8%) households are more likely to eat dinner together.
• Hispanic households shop about as often as other American households, but spend more per trip – an average of $40.19 per trip/$6,268 per year. The average American household spends $37.51 per trip/$5,860 per year.
• Hispanic households spend more in categories for babies and young children.
• While Univision Telenovas dominate top TV programming in Spanish, Hispanic top English –speaking programs are par for the course of all Americans – American Idol, NBC Sunday Night Football and Dancing With the Stars.
Bottom line – Hispanic Americans wield considerable consumer power as a force to be reckoned with. And, that is something to celebrate.
Happy Cinco de Mayo!