The recently published AOL Hispanic Cyberstudy, Marketing to the web's most rapidly growing population, is full of great information on the online Hispanic market, but one reference I found particularly interesting was an article by Peter Francese in Advertising Age: New U.S. Census to Reveal Major Shift: No More Joe Consumer.
The gist of the article is that the average American consumer is gone and has been replaced with "a complex, multidimensional society that defies simple labeling."
Some key findings of the white paper include the following:
- The traditional two parent, two child family will only account for 22% of the population, while the most prevalent type of household will be married couples with no kids followed by single person households.
- White non-Hispanics will be the minority in California, Texas, New Mexico and Hawaii, and in the countries largest 10 cities, no ethnic groups will represent the majority of the population.
- 80% of the over 65 age group will be white non-Hispanics while only 54% of those under 18 will fall into this group.
- And, as many of us already know, "In 2010, Hispanics will be the nation's fastest growing and largest minority (50 million people)."
