The Hispanic Market “Long Tail”

Chapter 28 introduces the author’s concept of the Hispanic market “Long Tail,” which is the identification of sub-segments within the Hispanic segment. With the Hispanic segment growing in size to more than 62 million individuals, it is important to be able to assess it not as one monolithic unit.

There are opportunities “hidden” inside the broad Hispanic segment, and the author indicates some of them, like the high-wealth Hispanic households, the Hispanics 55 years old +, or non-Mexican Hispanic opportunities.