Hispanics are the nation’s largest minority group, making up more than 54.5 million people, or about 17% of the U.S. population, according to estimates for 2013 from the U.S. Census Bureau—a quarter of the children being born today are to a Hispanic mother. This population growth is leading to a significant increase in purchasing power among Hispanics, projected to reach nearly $1.7 trillion by 2017. Yet, many in the Spanish-language book publishing industry still struggle to reach these consumers. In response to the need for information, PW is dedicating two supplements to the Spanish-language book market this year as part of an effort to help publishers meet the ever-changing needs of this growing consumer group.

● The Hispanic population will grow by almost 30% from 2008–2018 with much of that growth coming from births and not immigration as in previous years.

● By 2018, Hispanics will comprise 18.6% of the total U.S. population.

● Parents and families are a particularly important force within the Hispanic market: close to 50% of Hispanic households include children, compared to only 30% of non-Hispanic households.

● By 2050, 39% of U.S. children are projected to be Hispanic, up from 24% in 2011, and 38% are projected to be non-Hispanic, down from 53% in 2011.

● Hispanic children will make up the largest segment of children in the U.S. by 2050.

● According to the report Marketing to Hispanic Moms, published by Mintel in February 2013, almost 80% of Hispanic mothers speak Spanish to their children at least half the time. Although Hispanic children are studying English in school, this means that Hispanic children, many born in this country, will continue to have strong ties to their language and culture.

● Mexicans are the largest segment of the U.S. Hispanic population, with 63% of Hispanics being of Mexican descent.

● Puerto Ricans make up the second-largest group, accounting for 9% of the Hispanic population.

● Central Americans and Mexicans make up 8% of the Hispanic population but were the fastest-growing portion of the Hispanic population from 2000 to 2010, increasing by 137% over that period.

States with the fastest-growing Hispanic populations 2000 - 2010

Alabama 145%
Arkansas 114%
Delaware 95%
Kentucky 122%
Maryland 107%
Mississippi 106%
North Carolina 111%
South Carolina 148%
South Dakota 103%
Tennessee 134%

Leylha Ahuile is the owner of PromoLatino and founder of www.tintafresca.us

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