Mexican American Consumers A Demographic Profile
Nov 02, 2014
Mexican American ConsumersA Demographic Profile
Hispanics of Mexican
Descent have a long
history of residing in the
U.S.
Hispanics of Mexican
Descent have been living
in California, Nevada,
Utah, Texas, Arizona,
New Mexico, and parts of
Colorado, Wyoming,
Oklahoma and Kansas
since prior to losing these
territories to the U.S. in
1848.Source: Chart - Mexican Immigrants in the United States, 2008, compiled from sources listed below graph
Mexican Origin Historical Presence
Mexican Immigration & Births Mexican Americans currently make up 63% of the 50.4 million Hispanics living in
the U.S.
Immigration to the U.S. spiked upwards in the 1970’s.
U.S. births now outpaces immigration accounting for 63% of U.S. Mexican
population growth between 2000-2010MEXICAN-AMERICAN POPULATION GROWTH
1980-2010
1980-1990 1990-2000 2000-2010
2.7
4.7
7.2
3.1
4.74.2
Births during decade
In Millions
SOURCE: Pew Hispanic Center - The Mexican-American Boom: Births Overtake Immigration
MEXICAN-AMERICAN POPULATION GROWTH1980-2010
Births have surpassed immigration as the main driver of the dynamic growth in the U.S. Hispanic population. This is especially evident among Mexican-Americans.
In the decade from 2000 to 2010, the Mexican-American population grew by 7.2 million as a result of births and 4.2 million as a result of new immigrant arrivals. This is a change from the previous two decades when the number of new immigrants either matched or exceeded the number of births.
Meanwhile, the number of new immigrant arrivals from Mexico has fallen off steeply in recent years
The causes of fewer immigrants we can find at least two scenarios: a) the high rate of unemployment in the United States amounting to 9.2 percent (in June were created just 18,000 new jobs) b) the increase in the enactment of anti-immigrant laws in states like Arizona, Alabama and Georgia (La Opinion, July 14, 2011).
SOURCE: Pew Hispanic Center - The Mexican-American Boom: Births Overtake Immigration
Implications for Marketers:Children of Mexican immigrants help guide purchasing decisions in the household. Be sure to target them in addition to their parents
HISPANICS OF MEXICAN ORIGIN IN THE U.S.
Most immigrants from Mexico (64%) arrived in the U.S. in 1990 or later.
SOURCE: Pew Hispanic Center, Hispanics of Mexican Origin in the U.S., 2009
Implications for Marketers:Using U.S. cultural references prior to the 1990s may not be a good idea among Hispanics. Referencing the U.S. in the 60s in a commercial for example will be unrelatable to 64% of Mexicans so be careful with time travel.
Mexican Puerto Rican Cuban Salvadoran Dominican
63.0%
9.2%3.5% 3.3% 2.8%
FIVE LARGEST HISPANIC POPULATIONS: 2010 CENSUS(AS A PERCENT OF THE TOTAL HISPANIC POPULATION)
People of Mexican origin comprised the largest Hispanic group, representing 63 % of the total Hispanic population in the U.S (up from 58% in 2000).
The examination of ethnic group distributions nationally shows that the Mexican population is still numerically and proportionally the largest Hispanic group in the U.S.
Although Mexicans were the largest Hispanic group, they grew at a rate slower than many of the other detailed Hispanic groups.
SOURCE: The Hispanic Population: 2010 - 2010 Census Briefs
Implications for Marketers:Any product or service that is looking to target the Hispanic consumer MUST make an effort to reach people of Mexican origin as they are the largest Hispanic group in the U.S.
Mexican Origin Hispanics are Majority of Hispanics in most States
Mexican Americans
are a majority of
Hispanics in 40
States
Hispanics of Mexican
Descent helped
grow the U.S.
Hispanic Population
Four Times Faster
than the Total U.S.
Population from
2000-2010.
Source: U.S. Census 2010 - http://2010.census.gov/news/releases/operations/cb11-cn146.html
More than one-half (61 percent) of the Mexican origin population in the United States resided in California (11.4 million) and Texas (8.0 million) alone.
Source: PEW Hispanic Center, Hispanics of Mexican Origin in the U.S., 2009SOURCE: The Hispanic Population: 2010 - 2010 Census Briefs
HISPANICS OF MEXICAN ORIGIN IN THE U.S.
Implications for Marketers:For products targeting Mexicans in the U.S., the majority of your ad dollars should be spent in these two states.
HISPANICS OF MEXICAN ORIGIN IN THE U.S.
36% of Mexicans in the United States are foreign born, compared with 37% of Hispanics and 13% of the U.S. population overall.
More than two-in-ten Mexican immigrants (23%) are U.S. citizens
SOURCE: Pew Hispanic Center, Hispanics of Mexican Origin in the U.S., 2009
Implications for Marketers:There are still strong ties to Mexico among Mexicans in the U.S. This is important to know when crafting campaigns as ties to the home country could be used to create brand affinity.
Income & Purchasing Power
The median annual personal income for Mexican Descent Hispanics
ages 16+ was $20,000 in 2009; the median income for the U.S.
population was $28,900.
The median annual household income for Mexican Descent
Hispanics was $40,647 in 2008; the median income for the U.S.
population was $52,029.
The buying power of Hispanics exceeded $1 trillion in 2010, and
the population includes a significant number of high-income
households. With an estimated buying power of $616 billion,
Latinos of Mexican heritage represent the single most
influential segment of the Hispanic market.Source: The Pew Hispanic Center - Hispanics of Mexican Origin in the United States, 2009
Source: Ad Age – US Hispanics Lead in Technology Purchases, Dec., 23, 2010
Purchase Behavior – Technology
Their youthfulness, as compared to other demographic groups, makes
Hispanics as a whole and Mexican Descent Hispanics in particular prime
Technology Purchasers. This table shows
technology purchasing
behavior by all
Hispanics. However,
since Mexican Descent
Hispanics are the
largest U.S. Hispanic
group and slightly
younger than other
Hispanic groups their
purchase behaviors are
driving the numbers in
this area.
Age, Gender and Family Size Hispanics of Mexican Descent are 25.7 years old on average. This
compares to 27 years of age for all Hispanics and 36.9 years for the
population as a whole.
The average size of a Mexican origin Household is
4.1 people. The average size for all families is 3.2 people.
Mexican Descent Males outnumber Females.
Source: U.S. Census Bureau 2010
Mex. Descent Total Pop0123456789
10
4.13.2
Mex. Descent
Total Pop0
20
40
60
25.7
36.9
Avg. Age Avg. HH Size
Mex. De-scent Males
Mex. Descent Females
0
20
40
60
80
100
52.447.6
Gender
Implications for Marketers:Their youthfulness and larger family size means U.S. Hispanics also over index in the purchase of infant/children related items as well most household consumables..
Language Use 76% of Mexican origin Hispanics speak Spanish at Home; among
these, 38% speak English less than very well.
Source: U.S. Census Bureau 2010
Conversely, 63% of
Mexican Descent
Hispanics report
speaking English
proficiently.
Spanish Language
spoken at home by
all U.S. Hispanics
varies considerably
by region.
Implications for Marketers:One language does not always work. A mixture of Spanish and English communications will yield more positive results.
Appendix
Source: The Pew Hispanic Center - Hispanics of Mexican Origin in the United States, 2009
Appendix
Source: The Pew Hispanic Center - Hispanics of Mexican Origin in the United States, 2009