USH is now the most significant minority group for the U.S. economy, accounting for:
- 18% – (58 million people) of the overall population.
- 23% – Spanish Dominant, or immigrants and first-generation Americans.
- 31% – Bicultural, or first and second-generation Americans.
- 46% – US Dominant, or second-generation and subsequent generations.
Spanish Dominants & Biculturals represent 54% of the U.S. Hispanic population. Hundreds of advertisers, agencies, and Trading Desks in the U.S. are constantly and actively seeking to reach these audiences. Last year they invested more than 9 billion dollars, of which 2 billion dollars went to digital advertising.