Hispanic Influence in the United States

By James Nava.

About 38 million Hispanics live in the United States with $450 billion a year in purchasing power. As a growing community in the United States, Hispanics are increasingly Internet savvy. Over 12.5 million Hispanics access the Internet on a regular basis, a “cyber population” that outpaces Mexico, Spain, Argentina and Colombia. U.S. Hispanic purchasing power surged to nearly $870 billion in 2008 and is projected to reach as much as $1.3 trillion by 2015.

During the past decade, the rate of growth was more than two times the overall national rate. As an important social segment within the U.S. population, Hispanics are already the target for advertisers and businesses. Hispanics are also an important segment for opinion that has lots to say about all aspects of life: politics, national defense, culture, social issues and, of course, the economy.

Experts estimate current Hispanic purchasing power to be at 9.3% of the total current U.S. purchasing power. They project it to be 12% by 2015. Scarborough Research recently released a new report that looks at the downloading habits of Hispanic Internet users across 13 local U.S. markets with a high concentration of Hispanic adults. The results show that over half (54%) of U.S. Hispanics are now online, compared with 69% of total U.S. adults. Among the younger age groups, 18-34, this figure rises to 60%.

Experts also indicate that the Hispanic population using Internet technology will grow in a substantial way in the coming years. As the largest minority in the U.S., Hispanics will have decisive power in their hands. Intelligent understanding, coordination and management of this power could place this community in a great position to influence everyday life in the United States.

Hispanics are an important human and cultural force with enormous potential on the Internet, with a strong buying power. As informed consumers and voters this is a public whose opinions can move forward all types of projects, and initiatives, as well as create great influence in the political elections. Hispanics are becoming more and more prepared at every level, which includes generations of immigrants who are already playing a decisive role in our American society.

According to a study titled “Cultural Connection,” carried out through a survey of 2,600 Hispanics of ages between 18 and 55 who use media in Spanish in the U.S. on a weekly basis, more than two-thirds of those interviewed had been using Internet for more than five years; 80% had high-speed Internet; 44% accessed Internet wirelessly. Additionally, 56% of the Hispanic population habitually connects to the Internet and among those connected, 81% consider themselves in their majority to be assimilated into mainstream American culture in the United States, and more than 75% participate in social networking online.

This study showed that two-thirds of the surveyed parties consumed content both in English and in Spanish which shows the importance of using both languages on the Internet. Hispanic power in the U.S. continues its upward trend, and manifests itself in the buying power of its community, which has increased dramatically since 2001, twice the general growth in the entire country. In the U.S. market, advertising campaigns directed at Hispanics are no longer unusual. The distribution giant, Wal-Mart, for example, now prints their monthly ad papers in English and Spanish, and also began the publication of a magazine specifically for Hispanics that is distributed free in 1,300 stores with a large Hispanic clientele. Also, there are hundreds of paper and online newspapers produced in Spanish: A language that cohabitates alongside the English language and enriches the North American identity, but also needs to reflect conservative values in an active way.

With Hispanics making up an important percentage of the national population in the U.S., the rich Hispanic heritage and culture is increasingly more visible in business and political strategies, as well as in daily life. The influence and power of Hispanics is in no way unappreciated and has not gone unnoticed by politicians. Conservative and Republican politicians need to make a bigger effort to be linked to the Hispanic community as they share many values and principles. Conservative and Republican politicians have some challenges ahead of them: the first one is connect with this hard-working community; defend Hispanic conservative values in every state and city; learn how to channel this combination of principles in a way that links conservatism to the American Hispanic cultural heritage that is historically part of the United States. Responding to the challenge of creating real solutions for Hispanics as Americans will place the Republican Party one step beyond the common victimization of Hispanics used by progressive politicians.

For 2020, 1 out of every 6 Americans will be of Hispanic descent and for 2050, 1 out of every 4 will be of Hispanic descent, that is to say, 30% of the population. The conservative values defended by conservatives in the Republican Party are directly aligned to those of this important community. There is an urgent need that conservative and republican leaders articulate their efforts with the Hispanic community in a way that these values can be implemented with a truly common project for the future. It is key to give real answers to current challenges with true conservative principles: low government spending, strong defense, support for the individual and for the family, opportunities for education and work, among others.

Internet can be a decisive tool in the organization of these connections and in order to defend these values which are at the heart of the Hispanic identity: life, individual freedom, family, tradition, patriotism, personal responsibility, private property, the pursuit of happiness, faith and discipline in the workplace. These are characteristics of the Hispanic community that are also intrinsic to the nature and character of conservatism in the United States of America.

August 23, 2009

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