The Hispanic Market is clearly fragmented. There is very little in common among many of the subgroups. Even language can drastically vary. Many marketing blunders derived from the assumption that all Hispanics are alike.
We often think of Mexican cultural traits because we are very exposed to the Mexican culture. Yet Mexico is very different from the rest of Latin America.
The slide below was pulled from Hispanics in the United States - A U.S. Census Bureau presentation that highlights past, present and future trends of the Hispanic population. To access the full presentation click here.
Here is the 2010 distribution - U.S. Census Bureau (From The Hispanic Population 2010)
For a more current distribution see: The Hispanic Population 2012 by Hispanic Origin