Hispanics are a rapidly growing segment of the US consumer base, with buying power expected to surpass $1.6 billion by 2019, based on forecasts from the Selig Center for Economic Growth. Within the US Hispanic population sits a subset of bicultural Hispanics—first- or second-generation citizens who grew up in the US. Aleena Astorga Roeschley spoke with eMarketer’s Alison McCarthy about who these bicultural Hispanics are and what opportunities they offer marketers.
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