The Hispanic or Latino market

You may have heard both words to describe these markets.  For purposes of this introduction, they can be considered interchangeable.   They refer to the segment of the U.S. market comprised of people of Spanish and/or Latin-American heritage or origin.

As you may hear from our speakers, the U.S. Hispanic market represents 13 percent (depending on who you ask and how you view the data) of the U.S. population today.  According to the latest census figures, of 281 million Americans there are 35.3 million Hispanics.  That's approximately 12.6% of the population.

The following charts show the data collected by the U.S. Census Bureau.

Census data suggest the Black population, is approximately 34.7 million. The exact figure is uncertain because the 2000 census form allowed Americans, for the first time, to check off more than one race.

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