Hispanics of Mexican descent make up 63% of the U.S. Hispanic population. ThinkNow Research has created a Hispanic market research presentation that delves into this critical U.S. Hispanic group to provide marketers and market researchers insights into the largest sub-segment of the U.S. Hispanic population.

1. Mexican American Consumers
A Demographic Profile

2. Mexican Origin Historical Presence
 Hispanics of Mexican
Descent have a long history
of residing in the U.S.
 Hispanics of Mexican
Descent have been living in
California, Nevada, Utah,
Texas, Arizona, New
Mexico, and parts of
Colorado, Wyoming,
Oklahoma and Kansas
since prior to losing these
territories to the U.S. in 1848.
Source: Chart - Mexican Immigrants in the United States, 2008, compiled from sources listed below graph

3. Mexican Immigration & Births
 Mexican Americans currently make up 63% of the 50.4 million Hispanics living in the U.S.
 Immigration to the U.S. spiked upwards in the 1970’s.
 U.S. births now outpaces immigration accounting for 63% of U.S. Mexican population growth
between 2000-2010
MEXICAN-AMERICAN POPULATION GROWTH
1980-2010
7.2
In Millions
4.7
4.2
3.1 4.7
Births during decade
2.7
New inmigrants during
decade
1980-1990 1990-2000 2000-2010
SOURCE: Pew Hispanic Center - The Mexican-
American Boom: Births Overtake Immigration

4. MEXICAN-AMERICAN POPULATION GROWTH
1980-2010
Births have surpassed immigration as the main driver of the dynamic growth in the U.S.
Hispanic population. This is especially evident among Mexican-Americans.
In the decade from 2000 to 2010, the Mexican-American population grew by 7.2 million as a
result of births and 4.2 million as a result of new immigrant arrivals. This is a change from the
previous two decades when the number of new immigrants either matched or exceeded the
number of births.
Meanwhile, the number of new immigrant arrivals from Mexico has fallen off steeply in recent
years
The causes of fewer immigrants we can find at least two scenarios:
a) the high rate of unemployment in the United States amounting to 9.2 percent (in June were
created just 18,000 new jobs)
b) the increase in the enactment of anti-immigrant laws in states like Arizona, Alabama and
Georgia (La Opinion, July 14, 2011).
Implications for Marketers:
Children of Mexican immigrants
help guide purchasing decisions in
the household. Be sure to target
them in addition to their parents
SOURCE: Pew Hispanic Center - The Mexican-American Boom: Births Overtake Immigration

5. HISPANICS OF MEXICAN ORIGIN IN THE U.S.
Implications for Marketers:
Using U.S. cultural references
prior to the 1990s may not be a
good idea among Hispanics.
Referencing the U.S. in the 60s in
a commercial for example will be
unrelatable to 64% of Mexicans
so be careful with time travel.
Most immigrants from Mexico (64%) arrived in the U.S. in 1990 or later.
SOURCE: Pew Hispanic Center, Hispanics of Mexican Origin in the U.S., 2009

6. FIVE LARGEST HISPANIC POPULATIONS: 2010 CENSUS
(AS A PERCENT OF THE TOTAL HISPANIC POPULATION)
63.0%
Implications for Marketers:
Any product or service that is looking
to target the Hispanic consumer MUST
make an effort to reach people of
Mexican origin as they are the largest
Hispanic group in the U.S.
9.2%
3.5% 3.3% 2.8%
Mexican Puerto Rican Cuban Salvadoran Dominican
People of Mexican origin comprised the largest Hispanic group, representing 63 % of the total Hispanic population in the
U.S (up from 58% in 2000).
The examination of ethnic group distributions nationally shows that the Mexican population is still numerically and
proportionally the largest Hispanic group in the U.S.
Although Mexicans were the largest Hispanic group, they grew at a rate slower than many of the other detailed Hispanic
groups.
SOURCE: The Hispanic Population: 2010 - 2010 Census Briefs

7. Mexican Origin Hispanics are
Majority of Hispanics in most States
 Mexican Americans are
a majority of Hispanics
in 40 States
 Hispanics of Mexican
Descent helped grow
the U.S. Hispanic
Population Four Times
Faster than the Total
U.S. Population from
2000-2010.
Source: U.S. Census 2010 - http://2010.census.gov/news/releases/operations/cb11-cn146.html

8. HISPANICS OF MEXICAN ORIGIN IN THE U.S.
More than one-half (61 percent) of the Mexican origin population
in the United States resided in California (11.4 million) and Texas
(8.0 million) alone.
Implications for Marketers:
For products targeting Mexicans
in the U.S., the majority of your
ad dollars should be spent in
these two states.
SOURCE: The Hispanic Population: 2010 - 2010 Census Briefs
Source: PEW Hispanic Center, Hispanics of Mexican Origin in the U.S., 2009

9. HISPANICS OF MEXICAN ORIGIN IN THE U.S.
Implications for Marketers:
There are still strong ties to Mexico
among Mexicans in the U.S. This is
important to know when crafting
campaigns as ties to the home
country could be used to create
brand affinity.
36% of Mexicans in the United States are foreign born, compared with
37% of Hispanics and 13% of the U.S. population overall.
More than two-in-ten Mexican immigrants (23%) are U.S. citizens
SOURCE: Pew Hispanic Center, Hispanics of Mexican Origin in the U.S., 2009

10. Income & Purchasing Power
 The median annual personal income for Mexican Descent Hispanics ages 16+
was $20,000 in 2009; the median income for the U.S. population was $28,900.
 The median annual household income for Mexican Descent Hispanics was
$40,647 in 2008; the median income for the U.S. population was $52,029.
 The buying power of Hispanics exceeded $1 trillion in 2010, and the
population includes a significant number of high-income
households. With an estimated buying power of $616 billion, Latinos of
Mexican heritage represent the single most influential
segment of the Hispanic market.
Source: The Pew Hispanic Center - Hispanics of Mexican Origin in the United States, 2009

11. Purchase Behavior – Technology
 Their youthfulness, as compared to other demographic groups, makes Hispanics as
a whole and Mexican Descent Hispanics in particular prime Technology Purchasers.
 This table shows
technology purchasing
behavior by all Hispanics.
However, since Mexican
Descent Hispanics are the
largest U.S. Hispanic
group and slightly younger
than other Hispanic groups
their purchase behaviors
are driving the numbers in Source: Ad Age – US Hispanics Lead in Technology Purchases, Dec., 23, 2010
this area.

12. Age, Gender and Family Size
 Hispanics of Mexican Descent are 25.7 years old on average. This compares to 27
years of age for all Hispanics and 36.9 years for the population as a whole.
 The average size of a Mexican origin Household is 4.1
Implications for Marketers:
Their youthfulness and larger family
people. The average size for all families is 3.2 people. size means U.S. Hispanics also over
index in the purchase of infant/children
 Mexican Descent Males outnumber Females. related items as well most household
consumables..
Avg. Age Avg. HH Gender
100
60 10 Size
9 80
8
40 36.9 7
60 52.4
6 47.6
25.7 5 4.1 40
4 3.2
20 3
2 20
1
0 0
0
Mex. Descent Total Pop Mex. Descent Mex. Descent
Mex. Descent Total Pop
Males Females
Source: U.S. Census Bureau 2010

13. Language Use
 76% of Mexican origin Hispanics speak Spanish at Home; among these, 38%
speak English less than very well.
Implications for Marketers:
One language does not always
 Conversely, 63% of work. A mixture of Spanish and
English communications will
Mexican Descent yield more positive results.
Hispanics report
speaking English
proficiently.
 Spanish Language
spoken at home by all
U.S. Hispanics varies
considerably by
region.
Source: U.S. Census Bureau 2010

14. Appendix
Source: The Pew Hispanic Center - Hispanics of Mexican Origin in the United States, 2009

15. Appendix
Source: The Pew Hispanic Center - Hispanics of Mexican Origin in the United States, 2009