Hispanics are the fastest growing - in numbers and purchasing power - population segment in the U.S.

• 1 out 6 Americans is Hispanic
• There are more than 48.6 million Hispanics in the U.S. (16% of the total U.S. population. This 16% will drive 52% of the population growth from 2009 to 2015)
• Hispanics will grow 3x as fast as the total U.S. population during the next 5 years
  Source: Latin Force Group, LLC. American Marketscape Datastream 2009 Series.
  Produced by the Geoscape ® Intelligence System (GIS). 2009 Estimates, 2014 projections. U.S. Census Bureau National Population projections August 2008
  
• The Hispanic population leads minority growth with a 40 percent increase during this decade. As a comparison, this growth is 10 times faster than the non-Hispanic White population
  Source: U.S. Census Bureau Interim Projections August 2008. Asian American includes Asian, Hawaiian, and Pacific Islanders. Other includes Native American, Aleut, and Eskimo, 2 or more races or some other race
  
• Hispanic buying power is $964 billion; this total is more than either Mexico or Canada. This will grow to $1.1 trillion by 2010, 57% faster projected growth than when compared to the total U.S. population
  Source: Global Insights 2007, Hispanic Market Monitor.
  
• U.S. Hispanics are the second largest Spanish-speaking country, behind only Mexico. By 2050, it is expected to grow to the size of Mexico today (111.2 million)
• In the past year, Internet penetration has grown 4x faster with Hispanics than with non-Hispanics.
  Source: U.S. Census Bureau Interim Projections Released August 2008 (U.S. Hispanics based on 2009 population estimates).; U.S. Census Bureau International Data Base Division (population estimates by country based on 2009 estimates and 2050 population projections)Simmons NCS/NHCS Fall 2008 & 2009 Full Year, Population A18+; Based on “online computer services, do you use – yes.
  

Hispanics are also younger, helping to drive the U.S. consumption patterns of media. 44% of Hispanics are under 25 years old, nearly two-thirds (62%) are under 35 and the median age is 28 (vs. 40 for non-Hispanic)
Source: Nielsen 2010 TV Universe Estimates

Reach this important segment in their own language: 78% of Hispanics speak Spanish at home
Source: Global Insights 2009, Hispanic Market Monitor (language usage based on population 5+)

Hispanic consumers have higher ad engagement than non-Hispanics and more favorable attitudes towards shopping. When questioned, Hispanics report:

• I often go out of my way to find new stores (142% more likely)
• I am usually first among my friends to shop at a new store (74% more likely)
• I really enjoy any kind of shopping (73% more likely) )
• I spend a lot of money on toiletries/cosmetics (45% more likely)
• I go shopping frequently (31% more likely)

Source: Simmons NCS/NHCS Fall 2009 Full Year, Population A18+ (Nov08-Dec09) based on: % who "agree a lot”

75% Hispanics adults 18+ are online! Internet penetration among Hispanics has grown over 12% in the past year. This growth demonstrates how Hispanics are increasingly embracing the Internet as a source for information and entertainment
Source: Simmons NCS/NHCS Fall 2009 Full Year, Population A18+ (Nov08-Dec09); "Online" defined as online computer services do you use - yes

Online Hispanics and Advertising
Hispanic online users are very responsive and receptive to Internet advertising:

• Among Hispanics online in the past 30 days, Internet ads have led 21% to a purchase (vs. 16% of non-Hispanics online)
• Online Hispanics are 31% more likely than non-Hispanics online to be led to make a purchase by an Internet ad

Source: Simmons NCS/NHCS Fall 2009 Full Year, Population A18+ (Nov08-Dec09); "Online past 30 days" defined as websites/search engines visited past 30 days – yes; "Purchase based" defined with banner ads, e-mail ads, floating ads, full-motion video, pop-up/under, sponsored websites and webpage links – very often, often or somewhat often