Hispanic Community Trends
We researched the geographic population distribution, media consumption habits, and trends in pharmaceutical markets pertaining to the United States Hispanic population. Divisions of the United States Census Bureau define a United States Hispanic as "a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race." According to Census data, there were 55,199,107 Hispanics living in the United States in 2016. In the paragraphs below, further analysis is provided about this growing population segment.
The Hispanic demographic is the largest minority segment of the United States population. Historically, the majority of persons self-identifying as Hispanic in United States Census surveys have tended to reside in several geographic regions: California, with a Hispanic population of 15.2 million; Texas, with a Hispanic population of 10.7 million, and Florida, with a reported 5 million Hispanics. Other states with significant Hispanic populations include Illinois (2.2 million), New Jersey (1.8 million), Colorado (1.2 million), New Mexico (1 million), and Georgia (1 million).
Preferences for Hispanic media consumption can be traced to strong international ties within this segment: 54% of Hispanic children live under the same roof with at least one parent who was born in a foreign country. The Nielsen research group refers to Hispanics living with this unique sense of multiculturalism as "ambicutural[s]," terminology meant to reflect a mindset in younger Hispanics who consider themselves entirely Latino and American at the same time. This multi-cultural phenomena applies to language preferences with Hispanic media consumers, as well. Considering that 96% of Hispanics under the age of 18 are either English language dominant or highly bilingual, while 55% of all Hispanics are bilingual, it is clear that both Spanish and English are highly relevant to Hispanic consumers as a general rule.
The Hispanic population is split by age groups on engagement with technology. A report found that only 64% of Hispanics aged 35 years and older could be reached through Facebook and YouTube, while 91% of those aged 18 to 34 were engaged with social media. Cable and broadcast television is favored in higher numbers by Hispanics aged 35 and older vs. millennial Hispanics aged 18-34, who were reported as more frequent owners of smartphones at 88%, compared to 86% of non-Hispanic Caucasians. Television achieves the highest engagement among all categories of Hispanic media, where both subsets, age 35+ and 18-34, are reported to have the highest engagement. A relevant note is that amongst consumers of Hispanic media, language dominance leads to media usage preferences: English dominant Hispanics are reported to spend 51 hours a week engaging with television, radio, and online media combined; In the identical media channels, bilingual Hispanics were reported at 42 hours per week, while Spanish language dominant Hispanics were reported to spend 44 hours per week.
Trends in Pharmaceuticals
According to an article published at mediapost.com, author Jose Villa writes of a "strong cultural tradition of privacy and individual pride" within the Hispanic culture that causes U.S. Hispanics to be "less likely" to engage with the healthcare system in a pro-active way. Facts cited by the same article indicate that less than 50% of Hispanics have a regular doctor, leading the author to conclude that Hispanics are also "less likely" to have a primary care physician relationship than patients grouped within other population demographics.
While certain statistical data may signal less progressive trends relating to healthcare and pharmaceuticals within Hispanic segments, there is more to the story. A study of Hispanics aged 35 to 64 indicated that 69% of respondents trusted the Internet for healthcare information, almost as high as the 71% who said they trusted their doctors. From a hospital industry point of view, Hispanic patients have more births and larger families, while holding private insurance policies in increasing numbers. Finally, culturally relevant advertising has led to more requests for brand name products within the pharmaceutical industry, among Hispanic consumers.
Our report set forth media consumption habits, geographic distribution, and trends in the pharmaceutical markets relating to Hispanics in the United States. While statistical data reflects growth in technology adoption and consumer purchasing power, the Hispanic segment of the United States population now represents a total size of over 55 million individuals.