The 2010 Census is out and history has repeated itself. Hispanics are a dominant consumer group in the U.S., and their growth impacts the political landscape, retail businesses and everyday lifestyles in America. Connecting with Hispanics is complex. Cultural factors, such as language and length
of time in the U.S., as well as local and everyday factors, such as shopping at grocery stores or the roads traveled to get to work, are just some of the necessary details that can impact marketing strategy. According to the 2010 Census, the Hispanic population of Virginia increased almost 92 percent. Adding Scarborough data to the analysis shows Virginia Hispanics are 49% more likely than others in the state to buy children’s clothing, and 66% more likely to by infants’ clothing. Cameras, televisions and furniture are just a few of the consumer items Latinos are outpacing the state of Virginia in purchasing.
Create unique Hispanic consumer profiles in specific geographies, or go deeper and examine more targeted groups such as “Online Hispanics” or “Latino Potential New Auto Buyers.”