One population, many audiences
With almost no U.S. population growth beyond the Hispanic population, reaching Hispanic consumers is no longer a niche play. It is the growth strategy. But "Hispanic" describes a population, not a single audience. Language preference, country of origin, acculturation, and household income all change how people shop, stream, bank, and respond to your message. This report shows you where those differences are, and what to do about them.
Total U.S. growth has nearly flattened, and Hispanics are the reason it hasn't stopped
Total U.S. population grew by just 134,736 people (0.04%) from 2026 to 2027. Over the next five years, the non-Hispanic White population is projected to shrink by 5.85 million. Without Hispanic growth, the U.S. population would be essentially flat. The Latino economy is also large enough that, measured as its own country, it would rank fourth in the world, according to the 2026 LDC U.S. Latino Economic Impact Report.
Five language preference segments, from English Dependent to Spanish Dependent
This year's report goes deeper with Claritas CultureCode® Hispanic Language Preference segments. They show where to use Spanish, where to use English, and where to use both, without making assumptions about the English-speaking Hispanics you want to reach. There are actually more English-preferred Hispanics than Spanish-preferred Hispanics in the U.S., which is one more reason a single "Hispanic" strategy falls short.
Leading on AI, above average on every streaming service, and mobile first
47% of Hispanic households say AI chat tools are part of their daily routine, and 48% say AI results are accurate and reliable. Hispanic consumers index above average on all nine streaming services measured. More than a third of Hispanic households now rely on mobile service or public Wi-Fi as their primary internet connection. At the same time, only 77% have a checking account.
You've seen the headlines. The full report has the facts and figures behind them.
What you see here is a glimpse. The full 38-page report gives you the market-by-market detail, the segment-level indexes, and the practical recommendations you can take straight into your next plan.
- The top 20 Hispanic DMAs, where each one ranks, and which smaller markets are growing fastest
- Country of origin shifts, including who now outnumbers whom
- How the five Hispanicity™ and five Language Preference segments behave differently
- AI adoption by use case, platform, and level of trust, compared across every group
- Streaming, sports, TV device, shopping, banking, mobile payment, and social media indexes, many broken out by language preference
- Six recommendations for marketers, ready to put into practice
What's inside the report
Two halves: who this market is, and how it behaves.
Demographics
U.S. population counts and growth through 2032, top Hispanic DMAs and future growth markets, country of origin, household income shifts, and consumer expenditures.
PAGES 4 TO 14AI adoption
Which AI tools Hispanic households use, how often, and how much they trust what the tools tell them.
PAGES 15 TO 19Streaming, sports, and TV devices
Cable network streaming, SVOD and AVOD services by language segment, World Cup and other sports on live TV, mobile viewing, and the antenna advantage.
PAGES 22 TO 27Shopping and financial behavior
Convenience stores, grocery, and big-box retail by chain, plus banking gaps, mobile payments, and online loan shopping.
PAGES 28 TO 33Internet and social media
How Hispanic households connect, and how they create, rate, review, and share on social.
PAGES 34 TO 36Key takeaways and recommendations
Six ways to put the findings to work, from segmenting before you target to being part of the AI answer.
PAGES 37 TO 38The brands that understand Hispanic consumers in all their diversity will grow
When one group accounts for virtually all U.S. population growth, the question is no longer whether to reach Hispanic consumers. It is whether you understand the differences within the market well enough to reach each audience in a way that feels relevant, thoughtful, and authentic. The report gives you the data to answer that.
About This Report
"The 2026 U.S. Hispanic Market Report: Decoding Acculturation in America's Fastest-Growing Market" is published by Claritas, using Claritas Pop-Facts® 2027, Claritas CultureCode® segmentation, Claritas Technology Track 2026, and Nielsen Scarborough 2025 consumer research. It is part of Claritas' ongoing work helping brands reach multicultural audiences authentically and at scale.