17% 30%

POLITICAL IMPLICATIONS

A BRIEF GUIDE

TO AMERICA’S NEW MAINSTREAM

U.S. HISPANIC POPULATION

17% in2016 30% by

2060

65% are native-born

3.2Mages 18-34 by 2025

Latinos will account for 40% of employment growth over the next 5 years and more than 75% from 2020 to 2034

POLITICAL IMPLICATIONS

2016

LATINO PARTICIPATION INPRESIDENTIAL ELECTIONS

(in millions)

TOP ISSUES AMONGLATINO VOTERS40% hispanic

electorate growth between now and 2030

of voters turn18 each year

13%

ENTREPRENEURIAL SPIRIT

47% GROWTHin U.S. Hispanic Small Businesses

517 BILLIONRevenue Generated by

Hispanic Owned Businesses

$

MEDIA CONSUMPTION HABITSWhere Hispanics Get Their News

Top Hispanic Magazines

Print - 42% Internet - 56% Radio - 56% TV - 86%

W W W

SOCIAL & MOBILE

Most avidsmartphone userswith more than14 hours a week

More likelyto engagewith brands onsocial channels

Twice morelikely toshare content

HISPANIC MARKETING

35%

Top 5 Companies Tapping into This Market

$1.7 TRILLIONHispanics in the U.S. have a projected aggregate buying power of

22%of Hispanic households nowspeak English and Spanishwithin the home

of Hispanic homes speak only one language

Marketers can no longer just convey their messages in English or Spanish. They need to communicate in both.

$334,825 $124,723 $122,872 $122,531 $111,362

Sources:1. Pew Hispanic Center 2015; 2. U.S. Census Bureau 2014; 3. Pew Hispanic 2016; 4. U.S. Census Bureau 2014; 5. IHS Markit 2015; 6. Pew Hispanic 2012; 7. Center for American Pogress 2016; 8. Pew Hispanic Center 2015; 9. Pew Hispanic Center 2015;10. 2012 Survey of Business Owners (SBO), Census Bureau, released in 2015. (based on # of firms 2007-2012); 11. Pew Hispanic Center 2013; 12. Nielson 2015 Report; 13. Ad Age Hispanic Fact Pack 2015; 14. Online Sharing Behaviors of Hispanic Consumers; 15. Nielsen 2014; 16. Ad Age Hispanic Fact Pack 2016; 17. Ad Age Hispanic Fact Pack 2014; 18. Pew Hispanic Center 2015; 19. Cision Database 2015, Hispanic Fact Pack.

READY TO CONNECT WITH THE HISPANIC MARKET THROUGH BURSON LATINO?Please contact Jorge Ortega

jorge.ortega@bm.com 305-347-4347

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