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