Mexican American Consumers - ThinkNow Research

7/31/2019 Mexican American Consumers - ThinkNow Research

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Mexican American Consumers

A Demographic Profile


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Hispanics of Mexican

Descent have a long history

of residing in the U.S.

Hispanics of MexicanDescent 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


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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 1970s.

U.S. births now outpaces immigration accounting for 63% of U.S. Mexican population growth

between 2000-2010

MEXICAN-AMERICAN POPULATION GROWTH1980-2010

2.7

4.7

7.2

3.1

4.74.2

1980-1990 1990-2000 2000-2010

Births during decade

New inmigrants duringdecade

InMillions

SOURCE: Pew Hispanic Center - The Mexican-American Boom: Births Overtake Immigration


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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 aresult of births and 4.2 million as a result of new immigrant arrivals. This is a change from theprevious two decades when the number of new immigrants either matched or exceeded thenumber of births.

Meanwhile, the number of new immigrant arrivals from Mexico has fallen off steeply in recentyears

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 andGeorgia (La Opinion, July 14, 2011).

SOURCE: Pew Hispanic Center - The Mexican-American Boom: Births Overtake Immigration

Implications for Marketers:Children of Mexican immigrantshelp guide purchasing decisions inthe household. Be sure to targetthem in addition to their parents


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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 referencesprior to the 1990s may not be agood idea among Hispanics.Referencing the U.S. in the 60s ina commercial for example will beunrelatable to 64% of Mexicansso be careful with time travel.


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63.0%

9.2%

3.5% 3.3% 2.8%

Mexican Puerto Rican Cuban Salvadoran Dominican

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 theU.S (up from 58% in 2000).

The examination of ethnic group distributions nationally shows that the Mexican population is still numerically andproportionally 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 Hispanicgroups.

SOURCE: The Hispanic Population: 2010 - 2010 Census Briefs

Implications for Marketers:Any product or service that is lookingto target the Hispanic consumer MUSTmake an effort to reach people ofMexican origin as they are the largestHispanic group in the U.S.


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Mexican Origin Hispanics areMajority 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


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More than one-half (61 percent) of the Mexican origin populationin 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


Implications for Marketers:For products targeting Mexicansin the U.S., the majority of yourad dollars should be spent inthese two states.


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36% of Mexicans in the United States are foreign born, compared with37% 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 Mexicoamong Mexicans in the U.S. This isimportant to know when craftingcampaigns as ties to the homecountry could be used to create

brand affinity.


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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 householdincome 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


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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.


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Age, Gender and Family Size

Hispanics of Mexican Descent are 25.7 years old on average. This compares to 27years 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

4.13.2

0

1

2

3

4

56

7

8

9

10

Mex. Descent Total Pop

25.7

36.9

0

20

40

60

Mex. Descent Total Pop

Avg. Age Avg. HHSize

52.447.6

0

20

40

60

80

100

Mex. DescentMales

Mex. DescentFemales

Gender

Implications for Marketers:Their youthfulness and larger familysize means U.S. Hispanics also overindex in the purchase of infant/childrenrelated items as well most household

consumables..


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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 reportspeaking English

proficiently.

Spanish Language

spoken at home by all

U.S. Hispanics varies

considerably by

region.

Implications for Marketers:One language does not alwayswork. A mixture of Spanish andEnglish communications willyield more positive results.


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Appendix



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Appendix


Documents

Mexican American Consumers - ThinkNow Research