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College enrollment among Hispanics is at an all time high, and this growth shows no sign of slowing. According to a comprehensive study that was published by the Pew Research Center, 69 percent of Hispanic high school graduates in the class of 2012 started college the following fall. This figure is two percentage points higher than the rate of college matriculation among white high school grads.
Millennial Hispanics (comprising a demographic that is colloquially referred to as Hispennials) are one of the most sought after markets today. HispanicBuinsessTV.com recently reported that:
- Millennials are projected to comprise 70 percent of all CPG dollar growth share by 2020.
- The Hispanic market currently exerts $1.2 trillion in total buying power.
- 21 percent of millennials are Hispanic.
In response to these figures, marketers have steadily increased spending in the US Hispanic media market. According to Ad Age Magazine, 2014 advertising outlays in the US Hispanic media market grew by 12 percent, nearly 5 percent higher than the growth for US advertising spending as a whole.
The best way to reach Hispanics is to simply offer content in both English and Spanish. This is particularly important online. According to Google, 56% of Hispanics who don’t use the Internet cite a lack of Spanish content as the principal reason.
The LA Times encourages colleges and universities to reach out to potential Hispanic students through its Hoy Portfolio, which reaches more Hispanic readers than any other Spanish-language newspaper in the greater Los Angeles area. For more information, contact Carrie Brown at 213-237-5391.