Of the total national Hispanic population, Mexican-Americans are approximately 74% and growing. In the Southwestern states, Mexican-Americans are as much as 90% of the Hispanic population. The US Hispanic population has an estimated buying power of $600 billion annually. US Hispanics are working in a variety of jobs in virtually every industry, with an emphasis on "blue collar" occupations in factories and on construction sites.

Research indicates that Hispanics are more likely to be influenced by advertising and other marketing techniques than the mainstream population.

Research also supports the idea that Hispanics respond best to marketing that is directed specifically at them and that appears in their communities and in their work, shopping and entertainment venues. Spanish language radio and television have become among the highest-rated media in several large US markets.