As the senior vice president and general manager for the Hispanic market at Nielsen, Juan Carlos Davila hears a lot of talking points about the Hispanic population. Unfortunately, those talking points tend to be overly focused on the group's size and growth rate.
"I assume we all know by now that's a fact," Davila said during his 2014 NACS Show educational session in Las Vegas. "What I want to give you today is information that you can use tomorrow in selling."
Of the 55 million Hispanics in the United States, 64% are U.S.-born. Although that percentage is growing, Davila said U.S.-born have been in the majority since the 1980s.
There are, however, a number of things that are changing within the Hispanic market. Compared to when Davila grew up, more Hispanics embrace their heritage, whether it's proudly identifying as Hispanic or encouraging bilingual households. READ MORE
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