However, when it comes to purchasing power, not all U.S. Hispanics are the same, and marketers must be mindful of the complexities that exist within this segment of the market in order to benefit from its nuances. For example, affluent U.S. Hispanics command a greater share of American wealth. The percentage of affluent U.S. Hispanic households with median incomes of $100,000 or more have grown to over ten percent in 2006, or more than 1.3 million households.

Although affluent U.S. Hispanics only make up ten percent of U.S. Hispanic households, they are a critical segment in multicultural markets because of the power they wield. It is estimated that two million small businesses worth $350 billion in revenue are owned by U.S. Hispanics. This number is expected to grow to 3.2 million businesses worth $465 billion in revenue by 2010.

According to the U.S. Census, demographic skews for affluent Hispanics include:

• Ages 35-54
• Married
• Homeowners
• Over 50 percent have an associate's degree or higher education
• Pacific region
• Slightly larger households
• 2+ wage earners in the household

Forty-five percent of this distinctive segment is concentrated in five markets: Los Angeles, New York City, Miami, Houston, and Chicago.

It is hypothesized that if economic growth continues, especially as entrepreneurialism grows and younger Hispanics enter the workforce or progress in their careers, this group will increase in size and influence on U.S. General Market consumer needs, desires, and trends.

Fostering the loyalty of affluent U.S. Hispanics and catering to their needs will result in tremendous economic benefits for companies with the foresight to engage them.

Sources: U.S. Census Estimate, July 1, 2006 Pew Hispanic Center Report: U.S. Population Projections 2005-2050 U.S. Census Current Population Survey 2006 AdAge, Marketing to Hispanics, March 2008 Jerry Haar of Florida International University, "The Hispanic Wealthy: The New Big Wave of Financial Services," Hispanicbuisness.com, Oct. 5, 2007