Multicultural Market Research

With numbers approaching 70 million in 2026, Hispanics now represent more than 20% of the total U.S. population. Hispanics accounted for 68% of the U.S. population growth since 2020 and are projected to account for 80% of the growth over the next 5 years. Most of the growth of the Hispanic population has been organic – coming from births rather than from net migration. This growth is essential for the U.S. economy as the non-Hispanic White population continues to decline – both in raw numbers and as a percentage of the total population.

The U.S. Census Bureau has estimated that the U.S. will be a majority multicultural nation by 2045. If you count as multicultural anyone other than the non-Hispanic White population, then the U.S. could become majority multicultural 10 years sooner than that. We project that the current (2026) non-Hispanic White population will decline from 55% of the total U.S. population to 52% in 2031…do the math!​

With Hispanics accounting for so much of the U.S population growth, it is more critical than ever for brands to attract and retain Hispanic consumers and businesses as customers. This will require a deep understanding of the Hispanic market, which is comprised of many segments. Whether it’s broken down by language preference, country of origin, socio-economic status, level of acculturation or some other measure, the Hispanic market should not be seen as a single, monolithic segment that gets the same treatment.​

For most marketing applications, we have a preference for segmenting the Hispanic market by level of acculturation. We’ve recently updated our Hispanic Acculturation model (Hispanicity™), which segments the U.S. Hispanic market into 5 levels of acculturation. This edition of the Hispanic Market Report is focused on some of the more interesting behavioral differences among the Hispanicity segments – especially financial services, Internet and lifestyle behaviors. We also take a look at some of the behaviors they have in common that distinguish Hispanics from other segments in the U.S. market.

What are the best kinds of websites to place ads for exposure to Hispanics? What sorts of programming can get you the best Return on Ad Spend for Hispanic viewers? Which types of events should you consider sponsoring to attract the attention & loyalty of Hispanics? Why are Hispanics such an important segment for mobile service providers and which ones have been most successful attracting them? These are just a few of the questions we address in this edition of the Hispanic Market Report. We also return our attention to the under-banked, under-insured, under-served Hispanic market to identify opportunity segments for various types of financial services providers. We hope you will find the facts, figures and insights contained in this report to be both interesting and useful.

Download our 2025 U.S. Hispanic Market Report