According to the 2010 Census, of the 308.7 million people in the United States, 16% are of Hispanic or Latino origin. Hispanics accounted for 29% of the population in the West.
Hispanic spending power was estimated at $1.2 trillion last year by HispanTelligence, and by the end of this year, Hispanic spending power is expected to be more than 15% of total spending for the entire U.S. -- not including undocumented immigrants, according to the International Franchise Association.