How to Use: The below maps will animate automatically. To pause, move your cursor on the image. Arrows on left/right navigate.

  • Mapped: Visualizing the U.S. Population by Race

Visualizing the U.S. Population by Race

The American population is a unique mosaic of cultures—and almost 40% of people identify as racial or ethnic minorities today.

In this treemap, we use data for 2019 from the Kaiser Family Foundation, which bases its analysis on the latest American Community Survey (ACS) data from the U.S. Census Bureau. Then we break down the same data on a state-by-state basis.

Growing Diversity in America

As of 2019, here is the current distribution of the U.S. population by race and ethnicity:

  • White: 60.1% (Non-Hispanic)
  • Hispanic: 18.5%
  • Black: 12.2%
  • Asian: 5.6%
  • Multiple Races: 2.8%
  • American Indian/Alaska Native: 0.7%
  • Native Hawaiian/Other Pacific Islander: 0.2%

Note that the U.S. totals do not include Puerto Rico.

However, these race and ethnicity projections are expected to change over the coming years. By the year 2060, it’s expected that the distribution of Non-Hispanic Whites as a percentage of total population will fall from 60.1% to 44.3% of Americans.

Year White* Black Hispanic Asian Multiple Races Other**
2020 59.7% 12.5% 18.7% 5.8% 2.3% 0.9%
2025 57.7% 12.7% 19.9% 6.3% 2.6% 0.9%
2030 55.8% 12.8% 21.1% 6.7% 2.8% 0.9%
2035 53.8% 12.9% 22.3% 7.1% 3.1% 0.9%
2040 51.7% 13.0% 23.5% 7.5% 3.4% 0.9%
2045 49.7% 13.1% 24.6% 7.9% 3.8% 0.9%
2050 47.8% 13.3% 25.7% 8.2% 4.1% 0.9%
2055 46.0% 13.4% 26.6% 8.5% 4.5% 0.9%
2060 44.3% 13.6% 27.5% 8.9% 4.9% 0.9%

Source: U.S. Census Bureau. *Excludes Hispanics **Other includes American Indian/Alaska Native (0.7%) and Native Hawaiian/Pacific Islander (0.2%). Both proportions remain unchanged in these projections.

Interestingly, the proportion of those from multiple racial and ethnic backgrounds will more than double, from 2.3% to 4.9% alongside rising patterns of interracial marriage.

Over time, the U.S. Census has been vastly expanded to reflect the true diversity that the country holds. In fact, it was only from 1960 onwards that people could select their own race—and only from 2020 can those who chose White or Black provide further information on their roots.

A State-by-State Breakdown

Of course, racial diversity in the United States differs widely from region to region.

In the Northeast—particularly the states Maine, Vermont, and New Hampshire—the Non-Hispanic White population accounts for 90% or more of the total. In contrast, Black populations are highest in the District of Columbia (45%) and several Southern states.

Location White Black Hispanic Asian Multiple Races American Indian
/Alaska Native
Native Hawaiian
/Other Pacific Islander
Alabama 65% 27% 4% 1% 2% 0%
Alaska 60% 2% 7% 6% 8% 15% 2%
Arizona 54% 4% 32% 3% 2% 4% 0%
Arkansas 72% 15% 8% 2% 2% 1% 0%
California 36% 5% 40% 15% 3% 0% 0%
Colorado 68% 4% 22% 3% 3% 1% 0%
Connecticut 66% 10% 17% 5% 3% 0%
Delaware 61% 22% 10% 4% 3% 0%
District of Columbia 37% 45% 11% 4% 3% 0%
Florida 53% 15% 27% 3% 2% 0% 0%
Georgia 52% 31% 10% 4% 3% 0% 0%
U.S. 60.1% 12.2% 18.5% 5.6% 2.8% 0.7% 0.2%

Note: A dash (-) indicates estimates with relative standard errors greater than 30%, which were not included in the data

Of all the 50 states, Hawaii is home to the largest share of Asian populations at 39%. It also has one of the most diverse racial breakdowns in the nation overall, including the highest proportion of mixed race individuals.

Looking to another island, an overwhelming majority (98%) of Puerto Ricans are of Hispanic origins. While it’s not a state, its inhabitants are all considered U.S. citizens.

Charting the U.S. population by race is crucial for a number of reasons. This information can be used to better understand existing income and wealth gaps, track public health outcomes, and to aid in policy decision-making at higher levels.

Strong brands create an emotional link with consumers, and tech brands are no exception.

In fact, Google, Amazon, Netflix, and even eBay rank as some of the most searched consumer brands worldwide. It’s hard to imagine life without these household names, but how do brand preferences shift and change across internet searches worldwide?

This graphic from Business Financing compiles 12 months of data from the Google Keyword Planner and other sources, to uncover the world’s most searched consumer brands.

Note: Due to data constraints, a number of countries on the map do not have sufficient information available.

In Tech We Trust

By far, the world’s most searched consumer brand is Google, which seems very convenient.

It ranks at the top in 100 countries—that’s nearly half of all countries on the planet. With over 90 billion visits monthly, Google has unparalleled dominance in brand loyalty and website traffic.

Top 3 Most Searched Consumer Brands

  1. Google: 100 countries
  2. Netflix: 45 countries
  3. Amazon: 30 countries

Netflix, falling in second, ranks highest in 45 countries including Turkey, Brazil, and South Korea. In third, Amazon is the most popular in 30 countries. The only non-tech company in the top five is IKEA, in fifth place, after eBay.

Gaming the System

When it comes to sub-sectors of consumer brands, the gaming space tells an interesting story.

Namely, it is Epic Games—creator of Fortnite and Grand Theft Auto—that dominates global charts by a considerable margin. Founded in Potomac, Maryland, the company ranks at the top for 141 countries globally.

Most Searched Gaming Brand in the World 820px
View the high resolution of this infographic by clicking here.

Additionally, Nintendo tops the list of 24 countries including Japan, Haiti, and Canada, while Paris-based Gameloft comes next in line.

Fast Fashion: Shoe Dog At the Top

Since its founding in 1964, Nike has become a remarkable brand builder. In fact, Nike is the most searched fashion brand among 49 countries.

Interestingly, founder Phil Knight only began to fully understand branding power after the company reached $1 billion in revenues. After a series of failures and missteps in the mid-1980s, Nike switched its focus from marketing and manufacturing, to instead, zeroing in on the consumer.

Most Searched Fashion Brand in the World 820px
View the high resolution of this infographic by clicking here.

Like Nike, Swedish retailer H&M has a long history dating back to 1947. Prior to the pandemic, the fast-fashion retailer operated 5,000 stores globally. Since pandemic tailwinds, however, H&M plans to close 250 physical stores in 2021 and focus more on online sales.

Big Macs are Here to Stay

When you look closer at the most searched fast food chains, McDonald’s ranks highest on a global level, but not by far.

KFC comes in second, topping the list of 65 countries including Russia, Peru, and Thailand. Meanwhile, Pizza Hut, which is owned by the same parent company as KFC, attracted the highest number of searches in America.

Most Searched Fast Food Brand in the World 820px
View the high resolution of this infographic by clicking here

On the other hand, Antarctica curiously ranks Baskin Robbins at the top, but this could be influenced from a low volume of searches in the region.

Consumer Brand Outliers

If there’s one recurring trend across the top consumer brands, it’s that they are unsurprisingly dominated by big players concentrated in America.

However, notable outliers are present. In China, search engine Baidu ranks as the top consumer brand on the internet. On the other hand, the Vatican’s most-searched gaming company is Canada-based BioWare, which developed the Mass Effect series (no pun intended).

Meanwhile, in Saint Helena—the island where Napoleon was exiled and later died—has Burger King as its most searched fast food brand. As it happens, the remote island appears to have no Burger King, or any other fast food chains. Kenya’s top fashion brand is Louis Vuitton, while Turkmenistan’s is Gucci.

Despite these differences, many consumer preferences, at least according to search volume, appear strikingly similar on global levels. As many of these multinational brands continue to gain even greater market share, the implications for the global consumer will be interesting to watch in the next year, or even decade.


Source: Mapped: Visualizing the U.S. Population by Race