THE INTELLIGENCE PLATFORM FOR THE U.S. HISPANIC MARKET

Understand today.
Win tomorrow.

Independent U.S. Hispanic market intelligence built from official Census Bureau and Bureau of Labor Statistics data.

Source: Census ACS 5Y 2023 + BLS 2024

How do you want to explore?

Each card scrolls to its section and fires a GA4 event.

Start exploring with our guided selectors

State explorer

Explore and compare key Hispanic demographic data across all U.S. states.

Click a state to view details.

Select another state to compare.

See all states

Demographics & spending

Key market indicators from BLS 2024 and ACS 2023

This week's intelligence

Updated every Monday
View all insights

Data reports & articles

In-depth analysis of the U.S. Hispanic consumer market

Loading articles…

Frequently asked questions

Key facts about the U.S. Hispanic market

As of the 2023 American Community Survey (ACS), approximately 66.3 million Hispanic or Latino individuals live in the United States, representing about 19.5% of the total U.S. population. This makes Hispanics the largest ethnic minority group in the country.
California has the largest Hispanic population in the United States with approximately 16.1 million Hispanic residents, representing about 40% of the state’s total population. Texas ranks second with 12.1 million, followed by Florida with 6.3 million.
The national median household income for Hispanic families is approximately $66,476 as of the Census ACS 2023. However, this varies significantly by state — DC leads at $106,435, while states like Mississippi report lower figures around $42,000.
According to the Bureau of Labor Statistics Consumer Expenditure Survey 2024, Hispanic consumer units spend an average of $69,700 annually. Hispanic consumer spending grew 64.7% from 2012 to 2024, outpacing the national average growth of 50.2%.
Venezuelan Americans are among the fastest growing Hispanic origin groups in the United States, with their population more than tripling since 2010. Other rapidly growing groups include Guatemalans, Hondurans, and Colombians, driven by immigration patterns and demographic shifts.

Still have questions?

Our data specialists are here to help.

Contact a Specialist

About this platform

The U.S. Hispanic Market Data Platform is an independent, free data intelligence resource built for brand marketers, CMOs, media planners, and researchers. It aggregates and visualizes the most current Hispanic demographic, economic, and language data from official U.S. government sources.

All data is sourced from the U.S. Census Bureau American Community Survey (ACS) 5-Year Estimates 2023 and the Bureau of Labor Statistics (BLS) Consumer Expenditure Survey 2024. The platform covers all 50 U.S. states, the District of Columbia, and Puerto Rico — providing state-level breakdowns of Hispanic population, median household income, median age, language usage (Spanish speakers and bilingual rates), nativity (U.S.-born vs. foreign-born), and consumer spending patterns.

With 66.3 million Hispanic Americans representing 19.5% of the U.S. population and spending $69,700 annually per household, the Hispanic consumer market is one of the most significant and fastest-growing economic forces in the country.

Need a custom analysis for your brand?
Talk to a Hispanic market specialist.

Get in touch →