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Nielsen: U.S. Hispanic Influence Extends from the Ballot Box to the Grocery Store

5 minute read | August 2016

Hispanics are a key driver in the U.S. economy  Eight million eligible Hispanic voters identify as Independent, representing a large undecided block of votes in November

New York – Aug. 23, 2016 – Hispanics are a key demographic to watch, especially in a presidential election year, according to From the Ballot Box to the Grocery Store: A 2016 Perspective on Growing Hispanic Influence in America, a Nielsen report released today. The Hispanic population is currently 57 million strong (18% of the total U.S. population) and is set to add another 62 million by 2060. In 2015, Hispanics controlled $1.3 trillion in annual buying power, an amount larger than the GDP of Australia or Spain, and the trend is only expected to continue. U.S. Hispanics are not only growing in population, but they are also becoming a larger, more informed and active participant of the U.S. electorate.

“Due to the size and increasing influence, marketers, media and political groups must appeal to Hispanics and actively engage this segment,” said Mónica Gil, senior vice president and general manager, Multicultural Growth and Strategy at Nielsen. “There is no ‘one size fits all’ solution to reach all Hispanics; a multipronged approach is required. We are diverse, we speak two languages and we are paying attention. Whether it is a marketing campaign or a political one, understanding the nuances that exist between generations, gender, income levels and other demographic factors can make all the difference in winning Hispanics. That is why both data and insights are so important.”

As part of Nielsen’s ongoing efforts to provide insights that help marketers better serve Hispanic consumers, the report highlights the powerful impact of the explosive Hispanic population growth, prominence, and buying power, as well as their growing clout as a rapidly growing part of the American electorate.

“Nielsen has a rich history as a champion and leader in multicultural insights in audience measurement,” said Luis A. Miranda, Jr., co-chair, Nielsen Hispanic Latino External Advisory Council. “As the U.S. population becomes more diverse, these insights—and the ability to accurately capture them—become more important. Each year, we see Nielsen sharing data and insights on communities of color with content creators, retailers, manufacturers and community influencers. This data-driven representation of our communities helps to ensure greater diversity in the development of product portfolios and media programming that is more inclusive of our global, cultural influence.”

Highlights of A 2016 Perspective on Growing Hispanic Influence In America include:

Population Explosion and Increased Economic Power

Powerful Reach, Influence and Unpredictability of the Latino Vote

Language and Media Preferences

For more details and insights, download A 2016 Perspective On Growing Hispanic Influence In America.

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About Nielsen’s Diverse Intelligence Series

In 2011, Nielsen launched the Diverse Intelligence Series, a robust portfolio of comprehensive reports which focus solely on diverse consumers’ unique consumption and purchasing habits. The series has become an industry resource to help brands better understand and reach ethnic customers. To learn more about Nielsen’s Diverse Intelligence research series, visit

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit