Minority Research Paper

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PRINCIPLES OF MARKETING - MKTG_310_C_12-53
February 7th, 2013
Minority Research Paper # 1

HISPANIC AMERICAN
Question: Total numbers in the U.S.
Answer: 52.0 million is the estimated Hispanic population of the United States as of July 1, 2011

Question: Percent of the total U. S. population
Answer: 63% of Hispanic-origin people in the United States who were of Mexican background in 2010.

Question: Rate of growth
Answer: More than 1 of every two people added to the nation's population between July 1, 2008, and July 1, 2009, was Hispanic. There were 1.4 million Hispanics added to the population during the period.

Question: Average household size
Answer: 10.7 million of Hispanic family households in the United States in 2011. Of these households, 61.1 percent included children younger than 18.

Question: Average age
Answer: 27 years is the Median age of the Hispanic population in 2012. This compared with 36.9 years for the population as a whole.

Question: % with college degrees
Answer: 13% of the Hispanic population 25 and older with a bachelor's degree or higher in 2010.

Question: Average or median income levels
Answer: $37,759 is the median income of Hispanic households in 2010.

Question: Geographic location(s) – metro, states, etc.
Answer: More than 50% of all the Hispanic-origin population that lived in California. Florida, and Texas as of July 1, 2011. According to the 2010 Census, California was home to 14.0 million Hispanics, Texas was home to 9.5 million, and Florida was third with 4.2 million. 16 states with at least a half-million Hispanic residents–Arizona, California, Colorado, Florida, Georgia, Illinois, Massachusetts, Nevada, New Jersey, New Mexico, New York, North Carolina, Pennsylvania, Texas, Virginia and Washington. 14 million of California's population that was Hispanic in 2010, the highest of any state. 50 of the nation's 3,143 counties that were majority-Hispanic. 312,000 increased in California's Hispanic population between July 1, 2008, and July 1, 2009, which led all states. Texas (300,000) and Florida (105,000) also recorded large increases. 25 states in which Hispanics were the largest minority group in 2011. These states were Arizona, California, Colorado, Connecticut, Florida, Idaho, Illinois, Iowa, Kansas, Maine, Massachusetts, Nebraska, Nevada, New Hampshire, New Jersey, New Mexico, New York, Oklahoma, Oregon, Rhode Island, Texas, Utah, Vermont, Washington and Wyoming.

Question: Brands that have higher than average purchase for each group Answer: Brands that have higher than average purchasing are residential buying, food (grocery and restaurants), retail (especially clothing and electronics), education, financial services, transportation (automotive and airline), and entertainment and media industries

Question: Identify specific products which have above average usage for each group Answer: Grocery, restaurants, clothing, electronics, automotive and airline tickets.

Question: Best media to use to target each group
Answer: Approximately 60 percent of Latino households own at least one video- and Internet-enabled cell phone, compared to 43 percent of the general market. In monthly time, Hispanics spend 68 percent more time watching video on the Internet and 20 percent more time watching video on their mobile phones compared to non- Hispanic Whites

AFRICAN AMERICAN
Question: Total numbers in the U.S.
Answer: 42 million of people who identified as black, either alone or in combination with one or more other races, in the 2010 Census.

Question: Percent of the total U. S. population
Answer: 1.7%, Population, from April 1, 2010 to July 1, 2012

Question: Rate of growth
Answer: 13.1% of the total U.S

Question: Average household size
Answer: The percentage of Black homeowners decreased between 2005 and 2011 from 46% to 43%. These means more than half of all African Americans rent.

Question: Average age
Answer: The median age...
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