The 2026 annual report examines how AI adoption, population growth, and shifting consumer dynamics are reshaping the U.S. Hispanic market.
CINCINNATI, Oct. 20, 2026 /PRNewswire-PRWeb/ -- Claritas, a leading marketing optimization platform, today released its 2026 U.S. Hispanic Market Report, revealing that Hispanic households are adopting AI at higher rates than non-Hispanic households across nearly every personal use case measured. The findings highlight how rapidly the Hispanic consumer population is evolving as its size and influence continue to grow.
Hispanic households report using AI for education and research at a rate of 32.5%, compared with 10.5% among non-Hispanic households. Personal assistant use shows an even wider gap, with 30.2% of Hispanic households reporting usage compared with 9.3% of non-Hispanic households. Hispanic households also report higher AI adoption for travel planning, productivity, meal planning, photo editing, and art and music.
That growth extends beyond technology adoption. Claritas projects the U.S. Hispanic population will exceed 71 million in 2027, representing 21% of the U.S. population and more than 90% of total U.S. population growth over the next five years. By 2032, the Hispanic population is projected to surpass 78 million.
"AI adoption is a strong signal of how quickly the Hispanic consumer market is evolving," said Ron Cohen, SVP of Practice Leadership at Claritas. "Hispanic consumers are helping shape the U.S. economy in ways that extend well beyond population growth, from how they use emerging technology to where they live, how they communicate and how they spend. As this population continues to grow and diversify, marketers need a more nuanced view of the people and behaviors driving that change."
Other Key Findings from the 2026 Report:
- $2.7M in lifetime spending: Hispanic households have an estimated $2.7 million in remaining lifetime consumer spending, while the share earning $100,000+ annually has risen nearly 5%.
- Growth is accelerating in new markets: Boston, Seattle, Jacksonville and Charlotte are among the markets seeing significant Hispanic population growth. Boston's Hispanic population has grown 75% since 2010.
- A more diverse population: Venezuelans now outnumber Ecuadorians among U.S. Hispanics, reflecting the growing diversity of countries and cultures represented in the Market.
- Language matters: Claritas' updated Hispanic Language Preference model identifies five segments based on language preference, offering a more nuanced view of Spanish-and English-language audiences.
- Acculturation shapes behavior: Claritas' CultureCode® Hispanicity segmentation examines differences across acculturation, country of origin, life stage, socioeconomic characteristics, and shopping and lifestyle behaviors.
Together, the findings illustrate a U.S. Hispanic population that is expanding in both scale and diversity, while demonstrating distinct behaviors across technology adoption, language, culture, geography and economics.
The 2026 U.S. Hispanic Market Report: Decoding Culture in America's Fastest-Growing Market provides marketers with a detailed look at the demographic, economic, cultural and behavioral trends shaping the Hispanic population, including population growth, country of origin, acculturation, language preference, household income, lifetime spending and AI adoption.
The 2026 Hispanic Market Report is available here to help marketers better understand the consumers shaping one of the fastest-growing segments of the U.S. population. For more information, visit www.claritas.com.
About Claritas
Claritas is an integrated marketing optimization platform. For performance-driven marketers, Claritas delivers superior, measurable ROI by continuously optimizing audience, creative, and media decisions at every customer touchpoint — all outside the limitations of walled gardens. By combining our patented AI, privacy-compliant Identity Graph, and closed-loop attribution, Claritas empowers brands to gain full visibility into who they're reaching, how they're engaging, and what's truly driving conversions — across all channels, not just within closed ecosystems. Learn more at www.claritas.com.
Media Contact
Cort Irish, Claritas, 1 402-4157764, [email protected], https://claritas.com/
SOURCE Claritas
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