The face of marketing has changed in the U.S. Since the1990s, the foreign-born population has increased threefold. Today’s consumers represent every nationality and ethnic group in the world.

As newcomers from Asia and Latin America arrive daily, they often retain their language, culture and customs. Both ethnic groups rely mainly on media and communications networks in their native languages for consumer information.

The rapid increase in the population numbers of these communities combined with their substantial buying power make the Asian and Hispanic American communities the top emerging markets.

Asian Americans

• Population: 12.4 million, 4.3% of the total
• Number of businesses: 1.1 million
• Household median income: $55,000
• 52.1% are home owners
• Buying power has reached $427 billion, representing a 59% increase since the beginning of the decade. By 2011, Asian buying power will grow 46% over the current benchmark to reach $626 billion
• Estimated count of in-language media vehicles: 545 including print and broadcast in 6 different languages.

Hispanic Americans

• Population: 41.9 million, 14.5% of the total
• Number of businesses: 1.6 million
• Household median income: $32,997
• 45.2% are home owners
• Buying power, currently totaling $580 billion, is expected to reach almost one trillion dollars in five years— the result of an unstoppable 59.5% rate of growth

Source: US Census 2000, 2002, 2005; Selig Center for Economic Growth at the University of Georgia 2006.