Free Essay

The Three Largest Minority Target Markets: Hispanic, African and Asian Americans

In: Business and Management

Submitted By lwinding
Words 1053
Pages 5
The Three Largest Minority Target Markets: Hispanic, African and Asian Americans
I. Hispanic Americans Population
A. Total amount in the U.S.: There is 53 million Hispanic Americans living throughout the U.S.
B. Percentage of total U.S. population: The Hispanic population contributes to 17% of the overall U.S. population
C. Rate of growth: The growth rate of Hispanic Americans is 2.2%.
D. Average household size: The average household size of Hispanics consists of 3.53.
E. Average Age: 36.8 (Marketing Chart Staff)
F. Percentage with college degrees: There are nearly 13.2% of Hispanic Americans with college degrees.
G. Average/Median income level: $38,624
H. Geographic location: California, Florida, and Texas
I. Most popular brands that are purchased: “Android, Apple and Blackberry” (Top 10 Hispanics & Mobile Facts – Infographic & Study)
J. Specific products that are purchased the most: Mobile devices and tablets
1.) “56% Hispanics vs. 33% Non-Hispanics – shop mobile with a phone” (Glenn Llopis)
2.) “43% Hispanics vs. 25% Non-Hispanics – shop with a tablet” (Glenn Llopis)
K. Best media method to use: Advertising through radio, billboards and infomercials that are translated and related to the Hispanic population.

II. African Americans Population
A. Total amount in the U.S.: The second largest minority group is African Americans; there are nearly 43.9 million individuals.
B. Percentage of total U.S. population: African Americans compose 18.4% of the entire U.S. population
C. Rate of growth: The African American growth rate is 1.3%
D. Average household size: The average household size of African Americans is 3.31.
E. Average Age: 31.7
F. Percentage with college degrees: Nearly 18.4% African Americans have at least a college bachelor’s degree or higher.
G. Average/Median income level: $32,229
H. Geographic location: Africans Americans populate New York, Texas and the District of Columbia, which the “District of Columbia [has] the highest percentage of African Americans, followed by Mississippi. ("Newsroom." Facts for Features: Black (African-American) History Month)
I. Most popular brands that are purchased: The information and figures of each brand were retrieved from (Black Consumers More Attached to TV and Digital Brands)
1.) Mercedes-Benz- 61%
2.) iPhone- 59%
3.) Levi’s clothing
J. Specific products that are purchased the most: According to an article that I read online “Hair care products, automobiles, telecommunications, groceries and clothing” (Marketing to African-American Consumers) are some of the most popular products purchased amongst the African American population.
K. Best media method to use: Media that is concentrated specifically to the African American audiences. This is very similar to how the Hispanic population being more interested in products that are associated with their own culture.

III. Asian Americans Population
A. Total amount in the U.S.: There is approximately 18.2 million Asian Americans living in the U.S.
B. Percentage of total U.S. population: Asian Americans makes up approximately 5.6% of the total U.S. population
C. Rate of growth: The Asian American growth rate is near 2.9%
D. Average household size: The average household size of the Asian population is 3.40.
E. Average Age: 33.5
F. Percentage with college degrees: Fifty percent of Asian Americans have at least bachelor’s degree or higher credential.
G. Average/Median income level: $67,885
H. Geographic location: California and New York
I. Most popular brands that are purchased: After reading Anh Do’s L.A. Times article, she stated that “the most prolific and impulsive buyers in the nation” (L.A. Times) Asian Americans are “Significant, Sophisticated And Savvy” (Newswire) shoppers that like luxury name brands as Armani Exchange, Gucci and Louis Vuitton
J. Specific products that are purchased the most: “Food, transportation, housing, insurance and apparel.” (Newswire)
K. Best media method to use: “Asian Americans lead the way when it comes to e-commerce purchases. Seventy-seven percent of Asian Americans made an online purchase last year [during 2013], compared with 61 percent of the [entire] population.” (Newswire) Therefore, advertising electronically through the internet and email are great approaches of marketing to the Asian Americans population.

Works Cited
"Black Consumers More Attached to TV and Digital Brands | Adweek." AdWeek. N.p., 6 Aug. 2012. Web. 07 Feb. 2014. < attached-media-brands-whites-142549>.
Do, Anh. "Asian Americans Are the Most Prolific Spenders in U.S., Survey Shows." Los Angeles Times. Los Angeles Times, 05 Dec. 2013. Web. 07 Feb. 2014. .
"Families and Living Arrangements." Average Number of People (AVG Table Series). N.p., n.d. Web. 07 Feb. 2014. <>.
"Hispanic Heritage Month." Hispanic Americans By the Numbers. N.p., n.d. Web. 06 Feb. 2014. .
Llopis, Glenn. "Advertisers Must Pay Attention to Hispanic Consumers as Rising Trendsetters in 2013." Forbes. Forbes Magazine, 09 Jan. 2013. Web. 07 Feb. 2014. .
"Marketing to African-American Consumers." : Guide: N.p., n.d. Web. 06 Feb. 2014. .
Marketing Charts Staff. "40% of Hispanics Are Under 21 Years of Age." MarketingCharts. N.p., n.d. Web. 06 Feb. 2014. .
"Newsroom." Asians Fastest-Growing Race or Ethnic Group in 2012, Census Bureau Reports. N.p., n.d. Web. 03 Feb. 2014. < "Newsroom." Asians Fastest-Growing Race or Ethnic Group in 2012, Census Bureau Reports. N.p., n.d. Web. 03 Feb. 2014>.
"Newsroom." Facts for Features: Asian/Pacific American Heritage Month: May 2013. N.p., n.d. Web. 06 Feb. 2014. .
"Newsroom." Facts for Features: Black (African-American) History Month: February 2013. N.p., n.d. Web. 06 Feb. 2014. .
"Newsroom." Facts for Features: Hispanic Heritage Month 2013: Sept. 15. N.p., n.d. Web. 06 Feb. 2014. .
"Newswire ." Significant, Sophisticated And Savvy: The Profile of the Asian American Shopper. N.p., 3 Dec. 2013. Web. 07 Feb. 2014. < sophisticated-and-savvy-the-profile-of-the-asian-american-shopper.html>.
"Nielsen's Latest African-American Consumer Report Shows the Segment's Growth."Nielsen's Latest African-American Consumer Report Shows the Segment's Growth. N.p., n.d. Web. 07 Feb. 2014. <>.
"Top 10 Hispanics & Mobile Facts – Infographic & Study." Heartland Mobile Council Top 10 Hispanics Mobile Facts Infographic Study Comments. N.p., n.d. Web. 07 Feb. 2014. .

Similar Documents

Premium Essay

Hispanic American

...hi Hispanic Americans Racial and Ethnic groups SOC 308 Stephen Ulrich 08/12/2012 The life of Hispanic Americans is not always easy. Many Hispanic Americans usually come to America to provide a better life for their family. The transition from a life in a very less fortunate country to one with opportunities and hope is sometimes a bit tough. Usually they must try to illegally come into the country and stay long enough to obtain their papers to stay legally. The Hispanic American group are the largest minority in the United States. (El Nasser, 2003) Because they are the largest minority they struggle financially and require help to live. They must get help finding jobs because they cannot legally work here. Many minorities work in low paying jobs and for numerous hours a day. Their families live in very rundown areas because it is all they can afford. Many keep a very low profile so that they are not caught a sent back to their country. For many it is difficult to get their citizenship because they must be out of the country for five years before you can legally stay. The Political aspect of Hispanic Americans is the Mexican mafia. Much of mexico is controlled by the Mexican mafia regardless of who is actually in power. Even in the United states the Mexican group will try to separate the Mexican from the African Americans and......

Words: 365 - Pages: 2

Premium Essay

African Americans

...African Americans: The Role of Race Abstract The Following Essay defines and integrates the role race plays on the African American culture in their family values and politics in comparison to the Anglo American Culture. The United States has become increasingly diverse in the last century. While African American families share many features with other U.S. families, the African American family has some distinctive features relating to the timing and approaches to marriage and family formation, gender roles, parenting styles, and strategies for coping with adversity. African cultures, slavery, slave rebellions, and the civil rights movements(circa 1800s-160s)have shaped African American religious, familial, political and economic behaviors. The imprint of Africa is evident in myriad ways, in politics, economics, language, music, hairstyles, fashion, dance, religion and worldview, and food preparation methods. In the United States, the very legislation that was designed to strip slaves of culture and deny them education served in many ways to strengthen it. In turn, African American culture has had a pervasive, transformative impact on myriad elements of mainstream American culture, among them language, music, dance, religion, cuisine, and agriculture. This process of mutual creative exchange is called creolization. Over time, the culture of African slaves and their descendants has been ubiquitous in its impact on not only the dominant American culture, but on......

Words: 1369 - Pages: 6

Free Essay

Minority Marketing

...Minority Marketing Research Paper [Type the document subtitle] 9/16/2012 Minority Research Paper 26 AUG 2012 MKTG 310 American consumer’s needs and wants are forever changing in a world of changing diversity and what makes for a successful business today may not be the same in the future, it’s almost a certainty. Evolving diversity marketing must be studied closely to recognize differences in cultural and social settings in large groups because lifestyles of different cultures are dictated by various values, beliefs, entertainment and interaction. All of these different aspects drive particular wants and needs that are imperative for a company to recognize for self preservation over their competition. The growth and consumer consumption of America’s Minority groups are growing at a compounded rate that has created a new exploding market to be utilized. It’s critical to understand the meticulous data gathered from consumers to create the most effective marketing plan to reach are targeted consumer. The following is an outline covering important demographics of three major minority groups in America including; African Americans, Hispanic Americans and Asian. I. AFRICAN AMERICAN A. Total numbers in the U.S. a. 2011 Black Population: 43.2 million, 14.1% of US In 2011 US Census Bureau estimates 43,884,130 African Americans 14.1% of the total population of 311.5 million in the U.S. This includes those who identify as Black only and as Black......

Words: 2486 - Pages: 10

Premium Essay

Asian-Americans: Model Minority?

...Asian-Americans: A “Model-Minority?” Asian-Americans have been called a “model minority” in America. The term “model minority” refers to a “group that, despite past prejudice and discrimination, succeeds economically, socially, and educationally without resorting to political or violent confrontations with Whites” (Schaefer, p.285). There are arguments that coining a group as a “model minority” is a privilege for them and they should take pride in it. Perhaps it is the American way of applauding hard work and upstanding core values. There are also arguments that these groups ultimately suffer because of this generalization, through loss of social programs and less attention to social problems. Assuming the acceptance of the term “model minority,” Asian-Americans definitely fall into this category. Asian-American incomes are very similar to Whites, they are put on the educational fast-track, and there is little crime associated with them. However, details are overlooked when arriving at these statements that show the term does not mean stereotypes and discriminations are distinguished. First of all, similar incomes are only because Asian-Americans have more formal schooling. While “Asian-Americans’ average earnings increased by at least $2,300 for each additional year of schooling,” (Schaefer, 2011, p.287) Whites saw increased earnings of $3,000 per year. The stereotype that Asian-American students are whiz kids in school puts a lot of pressure on them and can......

Words: 367 - Pages: 2

Premium Essay

African American History

...Historical Report on Race African Americans (also referred to as Black Americans or less commonly Afro-Americans, and formerly as American Negroes) are citizens or residents of the United States who have total or partial ancestry from any of the native populations of Sub-Saharan Africa. The term is not usually used for black residents of other countries in the Americas. African Americans make up the single largest racial minority in the United States (Russell 2011). Most African Americans are of West and Central African descent and are descendants of enslaved blacks within the boundaries of the present United States. However, some immigrants from African, Caribbean, Central American and South American nations, and their descendants, may be identified or self-identify with the term. African-American history starts in the 16th century with black Africans forcibly taken to Spanish and English colonies in America as slaves (Russell 2011). After the United States came into being, black people continued to be enslaved and treated as much inferior. These circumstances were changed by Reconstruction, development of the black community, participation in the great military conflicts of the United States, racial segregation, and the Civil Rights Movement. In 2008, Barack Obama was the first African-American to be elected president of the United States (Russell 2011). The geographical-origin-based term "African American" is commonly used interchangeably with "black American", although......

Words: 1455 - Pages: 6

Premium Essay

Hispanic American Diversity

...among American’s is that all Hispanics are alike. They have the same cultural backgrounds and speak the same language. This could not be further from the truth. In actuality there is great diversity among different Latin ethnic groups. Hispanic Americans, Puerto Ricans, Cubans, and Columbians all have different cultural and historic back grounds that identify them as separate ethnic groups. Hispanic Americans are Americans of Spanish-speaking descent. Many Hispanic Americans are the descendants of Mexican people who lived in the Southwest when it became part of the United States. Almost all other Hispanic Americans or their ancestors migrated to the United States from Latin America. The three largest Hispanic groups in the United States are Mexican Americans, Puerto Ricans, and Cuban Americans. As a group, Hispanic Americans represent a mixture of several ethnic backgrounds, including European, American Indian, and African.( The Spanish language and the Roman Catholic religion are among the oldest and most important cultural bonds that unite Hispanics. During Spain's colonial period, which lasted from the 1500's to the 1800's, Spanish missionaries and landowners spread their language and religion throughout the areas they controlled. As a result, nearly all Hispanic Americans can speak Spanish, and a large majority are Roman Catholics. ( The......

Words: 1201 - Pages: 5

Free Essay

Asian American Population Project

...Asian American Population Project Name:_Janice Reynolds_Unit 6, Korn_Leslie_ Capella University COUNS 5334 March 14, 2011 Janice Reynolds Abstract This Asian American Population project will critically evaluate the theories, methods and research in cross-cultural awareness that relates to the Asian American Population. This Asian American Population project t will analyzed the influence of culture on attitudes, values, perceptions, human behavior and the interpersonal relations to the Asian American Population. The writer will identify potential problem that Asian Americans encounter in a pluralistic society such as the United States of America. The personal competencies will be identified and analyzed to improve interaction with Asians American within a counseling professional setting. TABLE OF CONTENTS 1. Title Page 1 2. Abstract 2 3. Introduction 4 4. Define Asian American 5 5. Historical Antecedents 6 6. Potential Problems 7 7. Educational Reflection 8 8. Personal Competencies 8 10. Theories Identity Formation 9 11. Action Plan 10 12. References 11 13. Annotated Bibliography 12 In Espiritu (1992) as the United States becomes an increasingly diverse society, the need for understanding the psychological impact of the immigrant and second-generation......

Words: 3464 - Pages: 14

Premium Essay

Minority Research Paper

...Minority Research Paper Sharonica White September 8, 2013 MKTG 310 Introduction African, Asian and Hispanic American are the minority target markets in the country. All three of these target market has the own size, location, purchasing power and market potential. This report will evaluate and summarize each target market. 1 AFRICAN AMERICAN Total numbers in the U.S. 44,456,009 ( Percent of the total U. S. population 14.1% ( Rate of growth 9.7% ( Average household size 2.7 ( Average age 30( % with college degrees 18% ( Average or median income levels $33,460 ( Geographic location(s) – metro, states, etc. New York City, Los Angeles, Chicago, Philadelphia, Memphis, Detroit and Houston ( Brands that have higher than average purchase for each group UPS, Tide detergent, Oreo cookies, Ragu...

Words: 1171 - Pages: 5

Premium Essay

Historical Report on Hispanic Americans

...Historical Report on Hispanic Americans ETH/125 November 18, 2012 Historical Report on Hispanic Americans Hispanic Americans have officially been the largest minority group in the United States since the 2000 Census; over taking African Americans. A 2011 census report stated that Hispanic Americans made up 16.7 percent of the United States population (Siek, 2012). Much of the Hispanic American culture is an inherited mixture of other cultures. The ancestry of largest three Hispanic American cultures can be traced back to origins in Mexico, Puerto Rico, and Cuba (International World History Project, n.d.). Most Hispanic Americans live in the Southwest areas of the United States; or other areas that were once occupied by Spain before the Spanish-American War. An area of concern for Hispanic Americans is the rise in poverty among members of their group. The rise in poverty among Hispanic Americans is due to a loss of both jobs and homes; because of the recent economic down turn. “’Hispanics have really been slammed with what’s been going on in the past three years,’ said Patricia Foxen, associate director of research for the National Council of La Raza, a Hispanic advocacy group… ‘A lot of Latinos invested most of their wealth in buying homes. It’s the American dream. When people lost their homes, as lots of people in the Latino community did, they get wiped out. If both unemployment and foreclosure affect your family, clearly the chances you’re going to live in......

Words: 868 - Pages: 4

Premium Essay

Hispanic American Diversity

...Hispanic American Diversity NAME CLASS DATE TEACHER Hispanic American Diversity When we look at people's it's interesting to see that they are different in some ways yet alike in other ways. The people may be from different parts of the world, however, they share the same language, religious beliefs and even skin color. Some people are very protective of their cultures and become offended if you mistake their culture for a similar culture. Mexican Americans, Puerto Ricans, Cuban Americans and Latinos are four groups that fit into this category. This research paper will give us an in-depth look at each group identifying their similarities and their differences. Mexico is a Latin country with a complex culture that spans different times in history. The Mexicans are proud of their country, culture and lifestyle and try to preserve it as much as possible even when they are living anywhere other than Mexico. Out of the 26.4 million Hispanics that live in America, 64% of them are Mexican Americans ( The Mexican American culture is a mixture of the Mexican culture and the American culture and often causes them to stand out. The primary influence comes from Spain while the secondary influence comes from America. Mexican Americans have strong ties to their families loving each other and taking care of each other. Honor within the family connects all the members together and loyalty without question is expected. They work hard, strive to live......

Words: 1464 - Pages: 6

Premium Essay

Minority Research

...purchasing power, and market potential for the three largest minority target markets in the country - Hispanic Americans, African Americans, and Asian Americans. AFRICAN AMERICAN Total Numbers in the US In 2013, the US Census Bureau estimated 45,003,665 African Americans in the United States ( Percent of the Total US Population At an estimated census of 45,003,665, the African American census in regards to total percentage is 14.1% ( Rate of Growth The African American population is expected to increase from 41.2 million in 2012 to 61.8 million in 2060. Its share of the total population would rise slightly, from 13.1 percent in 2012 to 14.7 percent in 2060 (United States Census Bureau). Average Household Size According to the 2010 census, there are 14.1 million African American households. The average household size among African Americans was 2.74, according to the 2000 census, compared with 2.63 in the 2010 census. (Franese) Average Age The average age for African Americans is 32.1 with more than 47% under the age of 35 (Nielsen). Percent with College Degrees In 2013, 83.7% of African Americans 25 and over had a high school diploma or higher, 1.7 million African Americans 25 and over had an advanced degree, and 3 million were enrolled in undergraduate college compared with 2.6 million in 2008, a 17.5% increase (InfoPlease). Average or Median Income Levels The African American median household......

Words: 2207 - Pages: 9

Free Essay

Asian Americans

...Asian Americans Lequyen Tran Grand Canyon University: NRS-429V December 20, 2015 Asian Americans The United States (U.S.) is a diverse nation it is comprised of people from different countries all over the world. According to the U.S. Census Bureau report as of July 2014, approximately 36% of the population belongs to a racial or ethnic minority group (U.S. Census Bureau, n.d.). As the country continues to become more diverse it also impact changes in health care needs. Patient populations are becoming more diverse and complex with many different health barriers. Minority groups are mainly affected when it comes to health care because of the cultural, language, socioeconomic, and sociopolitical barriers that can burden their health. This essay will focus on one minority group in particular, Asian Americans. It will explain and provide information towards the groups’ current health status, how they define health promotion, and what health disparities exist in this group. Most Asians in America originate from countries in the Far East, Southeast Asia, or Indian subcontinent including countries like: Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippine Islands, Thailand, and Vietnam (U.S. Census). This minority group is diverse within itself. Many originated from nearly 50 different countries and have over 800 languages and dialects spoken among them (Asian American Health Initiative (AAHI), n.d.). They are also one of the fastest growing......

Words: 1135 - Pages: 5

Premium Essay

African American Market

...1. Name - Samira Shaikh 2. MKT 103 - Sec. 771 3. Date -April 22, 2012 Topic - Marketing/Advertising to the African American Community 5. My actual word count for this paper - 1,665 I am highly motivated, and I am committed to excellence. Marketers are now able to use tools such as social networking and email marketing to target prospective customers. Social media has made two-way communication easier between organization and customer and is proving valuable when trying to gain more insight into customer’s attitudes and perceptions.Years ago sales professionals had the majority of information, and we as consumers depended on sales professionals to inform and guide us in our decisions. In the past we needed professional sales people as they controlled the knowledge. Then around 1989 and beyond....the Internet changed everything and gave more power to the consumer. When the Internet began to go mainstream it opened the gates of the information super highway to the consumer in ways that had never been seen before. Then technology, computers, software and automation started taking hold and consumers had much more info at their fingertips to guide them, or at least point them in the right direction. Technological advances are enabling marketing professionals to use more specifically targeted digital channels to get their message across and email marketing is a low cost way to get your message directly to consumers. Digital marketing may be on the rise but print...

Words: 1613 - Pages: 7

Premium Essay

Hispanic Americans

...Hispanic Americans Pamela M. Nelams ETH/125 - CULTURAL DIVERSITY May 7, 2011 DENISE LANGDON In the United States there it is reported that, Mexican Americans make up 10.3% of the United States' population with over 31,689,000 Americans listed as of Mexican ancestry. Mexican Americans comprise 66% of all Hispanics and Latinos. The common language spoken among the Mexican Americans is Spanish as the first language and English as their secondary language. For most Mexican Americans especial those that or illegal find themselves living below the economic standards because they have to take low paying jobs and even those that are here legal also deal with low paying jobs and discrimination on the job. Most Mexican Americans have taken on blue-collar jobs such as gardeners, truck drives, and construction works and are making minimal pay. Most Mexican Americans have maintained their religious back ground of Catholic faith. Their family’s ties are based on a system of mutual dependence and respect for elders which created a close-knit family unit. Family honor and unity were of paramount significance. If problems arose for individual members, the immediate or extended family could be relied upon to resolve the issue. Important decisions were always made with first consideration given to the needs of the group rather than the individual. (Robert R. Alvarez, Jr., The Hispanic American Almanac, p. 171). According to the 2010 U.S. census 75 % of Puerto Ricans identify......

Words: 1406 - Pages: 6

Premium Essay

Hispanic Americans

...Hispanic Americans for centuries have a significant role of contribution to society in the United States bringing diversity to the customs and cultures of Americans. Hispanic Americans impacted areas such as politics, public service, scientific, cultural foods and entertainment. Most historians have no knowledge or will acknowledged these impacts Hispanic Americans made on United States history therefore has entrenched anti-Hispanic racism in America. Mexican Americans have the largest population title of Hispanic groups here in the United States and for more than four centuries they have been a major part of history. In the past 30 years the population of Hispanic Americans grew dramatically within the United States. Hispanic Americans include 11% of the U.S. population of which 3.6 million reside in the Commonwealth of Puerto Rico (Dioceses 2012). Many may say that there is racism towards Hispanics but truth is Hispanic is actually not a race but an ethnic classification. Hispanics are individuals that have been in the United States for a long time dating back when settlers where taking over the land of native Indians. Hispanic Americans have different features of their heritage there are distinct differences of Hispanic cultures depending from the country of origin. There are unique immigration waves from each part of the countries of origin that Mexican Americans have the most unique pattern of them all. In the mid 1800s the result of the Mexican War in 1846 to 1848......

Words: 705 - Pages: 3