Multicultural Consumers by the Numbers: From Shopping to Tweeting

What You Need to Know About How Various Ethnic Groups Are Growing -- and Shrinking

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The makeup of the U.S. market is changing rapidly. Here's what you need to know about how various ethnic groups are growing - and shrinking - and how they're spending money and consuming media.

Population by Race and Hispanic Origin in the U.S.*
Over the course of the next five decades, the country will become a much different place
2014 2060
Total U.S. population (% change: 30.8%) 314.7M 416.8M
Non-Hispanic Whites 62.2% 43.6%
Hispanic or Latino origin 17.4% 28.6%
Black or African American 13.2% 14.3%
American Indian and Alaska Native 1.2% 1.3%
Asian 5.4% 9.3%
Native Hawaiian and Other Pacific Islander 0.2% 0.3%
Notes: 1. Hispanic origin is considered an ethnicity, not a race. Hispanics may be of any race.
2. The sum of the five race groups adds up to more than the total population and 100%, because individuals may report more than one race.
Source: U.S. Census Bureau, 2014 National Projections.
Change in Total Population and Population Under 18 by Race and Hispanic Origin in the U.S. from 2014 to 2060 *
For clues as to what the future holds, look no further than the next generation
Total Under 18
Total population 30.8% 11.8%
Non-Hispanic Whites -8.2% -23.4%
Black or African American 37.0% 7.5%
Asian 129.1% 86.7%
Native Hawaiian and Other Pacific Islander 66.7% 20.5%
American Indian and Alaska Native 12.5% -20.1%
Hispanic 114.8% 53.6%
Minority 94.7% 50%
Note: Minority refers to everyone except the non-Hispanic White population.
Source: U.S. Census Bureau, 2014 National Projections.
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Social-Media Preferences by Race and Ethnicity
Percent of internet users who use each social-media site, by race and ethnicity
Note: Black and white groups include only non-Hispanics. Hispanics are of any race. Pew's study did not provide details on additional ethnic groups.
Source: Pew Research Center's Internet Project September Combined Omnibus Survey, Sept. 11-14, 2014 and Sept. 18-21, 2014
Consumer Expenditures by Race and Ethnic Origins 2013
Share of annual average expenditures
White
Black
Asian
Hispanic
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Interactive design by Chen Wu
Multicultural Consumers by the Numbers may not work on your platform. Please view it on AdAge.com
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