Before we get Started… Yes, singer Maxwell, despite his #AllLivesMatter tweets, (in the above image) is Latino. 

According to a Nielsen study covering the rise of the US Hispanic population, Hispanics are a rapidly growing influence in the US. The Hispanic population is expected to reach almost one-quarter (24%) of the total US population by 2040, and the study looks into the media habits of this all-important group, says the report.

Continuing, the report says that Hispanic power and influence is surging, as 50% of recent U.S. population growth has come from Hispanics and the U.S. Latino population, which is expected to double within the next two generations. And today’s significantly-younger, increasingly U.S. born, dynamic Hispanic population is shaping the American mainstream by maintaining strong ties to its cultures of origin, developing an “ambicultural” personality that is at once entirely American and entirely of one’s culture of origin, says the report.

Today’s younger generations of Hispanics are predominantly bilingual and, with each new generation, more English dominant, continues the report. Currently, 40.6 million Hispanics over the age of five speak English well, and 96% of Hispanics under 18 are either bilingual or English dominant. In total, 55% of Hispanics are bilingual, while 27% are English dominant and 19% are Spanish dominant.