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Title: U.S. Hispanic Market Overview


1
  • U.S. Hispanic Market Overview
  • May 5, 2009

2
Agenda
  • U.S. Hispanic Trends, Statistics, Demographics
  • Hispanic Shopper Insights and Retailers
  • La Curacao
  • Toy Brands Targeted to Hispanics
  • What other Brands are Doing
  • Appendix

3
U.S. Hispanic Trends, statistics and demographics
4
Current U.S. Hispanic population trends
  • 44.3 million Hispanics, 14.8 of total U.S.
    population of 299 million
  • Between 2000 and 2006
  • Hispanics accounted for one-half of the nations
    growth
  • Hispanic growth rate (24.3) was more than three
    times the growth rate of the total population
    (6.1)
  • 25 of the countrys children under age 5 are
    Hispanic

Source U.S. Census Bureau, Population Estimates
July 1, 2000 to July 1, 2006
5
Total U.S. Hispanics at a glance
88 of Hispanics Speak Spanish at Home (1)
MARKET SIZE (1)
INCOME CONSUMER SPENDING (2)
Hispanic Disposable HH Income
Hispanic Consumer Spending
Hispanic Disposable Income
12.7 Million Hispanics Households 11 of the
Total U.S.
68,219
845 Bil.
890 Bil.
Hispanics Are Projected to Save/Invest
Approximately 45 Billion This Year!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
6
Total U.S. Hispanics at a glance cont.
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
13 16 17
2000 2009 2014
35,238,500 48,628,400 54,780,900
43,303,000 8,537,000 4,551,000 13,928,000 22,678,0
00 18,670,000
15 21 18 20 17 15
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
The Hispanic Population Is Expected to Grow 55
from 2000 2014, Accounting for 48 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
6
7
One in Four People will be Hispanic by
2050 Percent Hispanic of the Total Population in
the U. S.
1980
2000
2020
2040
Projections
Census
Projected Population as of July 1
Source U.S. Census Bureau, 1970, 1980, 1990, and
2000 Decennial Censuses Population Projections,
July 1, 2010 to July 1, 2050
8
6
9
Spreading to other States
  • Many immigrants are bypassing traditional gateway
    states in the Southwest, while many U.S.-born
    Hispanics have left states like California.
  • Children of Latin American immigrants are helping
    offset a decline or slower growth in the
    school-age population in states such as Georgia
    and Iowa.

10
Hispanic Market
Los Angeles Hispanic market is larger than the
next two markets combined
Sources 2009 Nielsen Universe Estimates
11
Hispanic Origin by Type
Source U.S. Census Bureau, 2006 American
Community Survey
12
Median Age by Sex
Median Age
Source U.S. Census Bureau, 2006 American
Community Survey
13
U.S. Hispanic Household
The average Hispanic household has 3.1 people
while the average non- Hispanic household has 2.3
people.
Source 2007/2008 Nielsen and Simmons Market
Research Bureau
14
Top Ten Hispanic DMAs(Ranking by TV HHs)
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
15
Percent of Total U.S. Hispanic Population by
State
Source U.S. Census Bureau, U.S. population
estimate, Jul. 1, 2006
16
Los Angeles 1 market in Hispanic Consumer
Spending
Hispanic Total Consumer Spending Estimates
(Billions) CY2008
of Total U.S. Hispanic
Source Global Insight Hispanic Market
Monitor 2008 Consumer Spending Estimates
17
U.S. Hispanic Media Consumption Attitudes
  • Roughly six in ten (59) of Hispanics say they
    "enjoy looking at or listening to advertising,"
  • Compare that with 30 percent of non-Latino whites
    who feel this way.
  • But only 25 of those surveyed feel that today's
    marketing is personally and culturally relevant
    to their lives.
  • "Authenticity is required. The messages have to
    be real and relevant to the Hispanic consumer."
  • Hispanics' need for preserving cultural elements
    has heightened in the past 4 years
  • In 2003, 48 of Hispanics surveyed said it is
    important to preserve music and songs
  • In the 2007 study, it was 62
  • Language is important - but relevance and content
    are as or more important.
  • Source Hispanic Market Weekly, "A Hispanic
    Vote For Advertising," September 24, 2007

18
Hispanic shopper insights and retailers
19
The U.S. Hispanic Shopper
  • Hispanics' purchase decisions are more likely to
    be influenced by in-store promotions and
    advertising with 34 saying they are influenced
    by in-store ads and coupons vs. 14 of total
    shoppers.
  • More than 34 of Hispanic shoppers also claim to
    be influenced by in-store price reductions
    compared to 22 of non-Hispanic shoppers.
  • At 44.3 million people, Hispanics are the largest
    ethnic group in the United States, and they
    currently boast a buying power of nearly 1
    trillion.

Source 2007 TNS Hispanic Shopper 360
study
20
Internet usage influencingpurchasing decisions
  • Hispanics who use the internet are increasingly
    relying on it to make purchasing decisions

Source 2006 AOL Hispanic CyberStudy
21
Top Factors among U.S. Hispanics for Choosing a
Shopping Destination
  • Low prices - 77
  • Convenient location - 72
  • Wide range of merchandise - 71
  • Employees who speak Spanish - 54
  • Products relevant to Hispanic consumers - 52
  • Spanish signage - 47
  • Product packaging and labels in Spanish - 43

Source 05-06 Hispanic OmniTel Retail Study
22
Top 12 Retailers where Hispanics have Shopped
Source 2007 Scarborough Research Shoppers were
surveyed within a 12-month period. Respondents
answered that they have shopped at x store
within the past 30 days
23
Hispanic Marketing Initiatives
Many top retailers chosen have several
initiatives in place to specifically target
Hispanic shoppers.
Source 2007 Scarborough Research
24
La curacao
25
La Curacao Company Overview
  • La Curacao is best known as a growing chain of
    large format department stores of 100,000sqf
    each.
  • With a Hispanic focus, La Curacao ranks among the
    top 100 electronics and appliance retailers in
    the U.S.
  • Locations CA - Los Angeles, South Gate,
    Panorama, Huntington Park, San Bernardino,
    Lynwood, Chino, Santa Ana and Anaheim. AZ -
    Phoenix.
  • Additional services catering to the Latino
    community, include
  • CuraTel local and long distance telephone service
  • Pasito.Com internet access
  • Travel services
  • Export services
  • Sister company - Pollo Campero
  • restaurants

Source LaCuracao.net/spanish/retail.htm
26
La Curacao Retail Atmosphere
  • Retail locations have a warm and colorful
    atmosphere, along with live entertainment inside
    the stores.
  • Adults can participate in raffles and various
    contests, or even dance to the music of local
    bands on the weekends.
  • Children can enjoy a safe play area, with
    qualified supervisors who will teach them
    computer and reading skills.
  • Redefines shopping as an all-day activity for the
    whole family.

Source LaCuracao.net/spanish/retail.htm
27
La Curacao Marketing Strategies
  • Television and Radio Spots feature such
    celebrities as Renán Almendárez (radio DJ) and
    Don Francisco (Univisions Sabado Gigante host),
    both huge celebrities in the Hispanic media.
  • Puntos Program Frequent Loyalty Shopper program
    where customers accumulate points and can
    exchange for gifts.
  • Bilingual sales associates which are well
    educated of every product in their department.
  • La Curacao credit account.
  • Occasional direct mail promotions.

Source LaCuracao.net/spanish/retail.htm
28
Toy brands targeted to hispanics
29
Dora the Explorer
  • Dora the Explorers popularity among Hispanics
  • She is Latina
  • Her vocabulary is peppered with Spanish words,
    but her bilingual abilities have made her and
    toys like her favorites among all parents who
    may see Spanish as an asset for their own
    children

Toys that include Spanish phrases are appealing
to Hispanic moms who want to retain their
language and cultural heritage.
Source Brandweek Toy Treatment article.
Feb 2007
30
Fisher-Price
  • Launched Tickle Me Elmo in Spanish.
  • Hispanic advertising campaign for all of its toys
    includes TV, print, out-of-home and event
    marketing.
  • Fisher-Price's marketing also includes a toy
    guide placed in Spanish-language newspapers.
  • Works with retailers to create on-shelf
    promotions in Spanish targeting stores that
    over-index with Latino households.

Source Brandweek Toy Treatment article.
Feb 2007
31
Fisher-Price in-store promotion
  • Conducted a promotion with 300 high-density
    Hispanic Wal-Mart stores in the weeks leading up
    to Three Kings Day.
  • On Jan. 6. The "retailtainment" event centered
    on the holiday, which celebrates the arrival of
    the Three Wise Men
  • In-Store Activities
  • Writing a letter
  • Coloring
  • Maze-solving

Tie-in Promotion Limited-edition, eight-piece
Little People play set that included three kings,
a camel and a Hispanic family (of four) bearing
gifts.
Source Brandweek Toy Treatment article.
Feb 2007
32
Mattel
  • Little Mommy doll line includes a Latina baby
    who asks for her teddy bear and bottle, plays
    peek-a-boo and even requests a diaper change
    all in Spanish.
  • Barbie Rebelde - based on the hottest sensation
    pop-rock music group RBD from Univisions soap
    opera Rebelde, include the shows popular
    characters.

Source Brandweek Toy Treatment article.
Feb 2007
33
Leap frog
  • Learn Groove Counting Maracas
  • shake for lights and sounds
  • helps tots count from one to 10 in Spanish and
    English
  • play musical activities in both languages

Leapster Learning Game System platform features
12 new game titles in Spanish, including Dora the
Explorer Piñata Party
Source Brandweek Toy Treatment article.
Feb 2007
34
What other brands are doing
35
Supermercado de Wal-Mart
  • Wal-Mart will open its first Hispanic-focused
    supermarkets this summer in Phoenix and Houston.
  • Supermercado de Wal-Mart will carry specialty
    foods, including popular national brands from
    Mexico and the U.S. as well as an in-store cocina
    (kitchen) where families can dine.
  • The 39,000-square-foot store will carry
    approximately 13,000 products, including a wide
    assortment of fresh tropical fruits and
    vegetables and a bakery that offers more than 40
    traditional sweet breads and fresh corn
    tortillas. A meat department featuring specialty
    meats designed to meet the specific preferences
    of local Hispanic customers.
  • Including a pharmacy with hundreds of 4
    prescriptions, health and beauty aids, a Walmart
    MoneyCenter, a baby center and a party center

35
Source Brandweek.com May 1, 2009
36
Carls Jr. Sizzles with Univision Novela Pitch
  • Carls Jr.s new Hispanic TV campaign include
    four versions of mininovelas promoting different
    Carls Jr. products
  • Spots airing on Univision and Telefuturas prime
    time in 11 CA, AZ and TX markets
  • It has all the elements a beautiful young woman
    lying next to a handsome man wearing only a
    towel. The pair are interrupted by the mans
    father, who was the womans former lover and was
    supposed to be dead. All three end up in bed
    together noshing on Kentucky Bourbon Burgers
    (complete with signature crunch) as the announcer
    intones Because not only the most manly men
    watch novelas, all of us do. Enjoy them with the
    delicious Kentucky Bourbon Burger from Carls
    Jr.
  • Deseos

36
Source Brandweek.com March 23, 2009
37
Express Your Hispanic Heritagewith Kleenex Brand
Art Contest
  • In an effort to help celebrate Hispanic Heritage
    month, tissue maker Kimberly-Clark launched a
    Hispanic-themed packaging design contest.
  • Participants submitted original artwork that
    celebrates Hispanic Heritage through the use of
    culturally relevant designs, themes and/or
    motifs. The winning tissue patterns will appear
    on Kleenex boxes in September 2009
  • Winners were selected in 2 rounds (1) panel of
    judges (2) public voting
  • Prizes 3 grand prizes of 5,000 cash each and 9
    first prizes of 500 cash each
  • Expresa tu Hispanidad

37
Source Brandweek.com March 9, 2009
38
Oscar Mayer Sabor de MamáRecipe Contest
  • For many Hispanic families living in the U.S.,
    the American hot dog has evolved into an
    ingredient for their traditional meals.
  • To celebrate its heritage, Oscar Mayer launched
    in April 2009 the Sabor de Mama recipe contest.
    Teaming up with Oscar Mayer to find the best
    recipe is Maggie Jimenez, host of Telefutura's
    cooking show Qué Sabor!
  • Hispanic consumers can log on to sabordemama.com
    for a chance to win by sharing their favorite
    traditional recipe featuring the quality of Oscar
    Mayer hot dogs and why it's special to the
    family.
  • Grand Prize winner will receive 5,000 and the
    opportunity to join Jimenez at an event to
    showcase his/her winning recipe. The winner will
    also enjoy an exclusive photo shoot with Jimenez
    to be featured in Kraft fall issue of Comida y
    Familia magazine.
  • First Prize (5) one year supply of Oscar Mayer
    hot dogs and Second Prize (50) Party Pack
    including apron, cooking utensils and serving
    tray.
  • Sabor de Mama

38
Source HispanicPRWire.com April 15, 2009
39
Verizon Torneo Clausura 2009 Futbol Mexicano
Sweepstakes
  • To build awareness among its subscribers about
    consulting the most relevant information about
    Mexican Soccer tournaments on their mobile
    phones, Verizon Wireless launched the Torneo
    Clausura 2009 Futbol Mexicano Sweepstakes.
  • Sweepstakes is open during the timing of 2009
    Mexican Soccer tournament
  • Verizon Wireless subscribers text in FLM to 3560
    for a chance to win one of ten kits which include
    one LG Dare phone, soccer ball and jersey from a
    Mexican Soccer team
  • Sweepstakes is promoted on Univision.com website

39
Source Univision.com 2009
40
Verizon Torneo Clausura 2009 Futbol Mexicano
Sweepstakes
40
Source univision.com 2009
41
Additional Samples
  • Direct Mail Kmart and Glade
  • FSIs Huggies, Knor, Splenda, Anthonys Pasta
    Scott Tissue
  • Roto Ad Home Depot

41
42
Summary
  • Hispanics are the fastest growing minority
    population in the U.S.
  • 25 of the countrys children under age 5 are
    Hispanic.
  • 1 in 4 people will be Hispanic by 2050.
  • About 59 of Hispanics enjoy looking or listening
    to advertising.
  • Messages have to be real and relevant to the
    Hispanic consumer.
  • Hispanics enjoy shopping with the entire family
    and shop at places where products are relevant to
    their needs.

42
43
appendix
44
Los Angeles
87 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
1
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
1,854,810 Hispanic Households 33 of the DMA
77,415
149.3 Bil.
155.8 Bil.
Hispanics Are Projected to Save/Invest
Approximately 6.5 Billion This Year!
Hispanics Have Larger Households! 3.9 Persons vs.
3.0 Total Market
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
40 45 46
2000 2009 2014
6,466,900 7,881,100 8,419,800
7,297,000 1,480,000 806,000 2,287,000 3,813,000 3,
170,000
43 56 51 54 47 42
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
The Hispanic Population Is Expected to Grow 30
from 2000 2014, Accounting for 99 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
45
New York
92 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
2
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
1,242,160 Hispanic Households 17 of the DMA
67,230
89.5 Bil.
94.0 Bil.
Hispanics Have Larger Households! 3.2 Persons vs.
2.7 Total Market
Hispanics Are Projected to Save/Invest
Approximately 4.5 Billion This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
19 21 22
3,751,000 4,407,600 4,632,100
2000 2009 2014
4,015,000 684,000 395,000 1,180,000 2,094,000 1,79
9,000
20 25 24 26 23 21
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
The Hispanic Population Is Expected to Grow 23
from 2000 2014, Accounting for 100 of the
Total Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
46
Miami
97 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
3
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
658,490 Hispanic Households 43 of the DMA
75,476
48.9 Bil.
50.8 Bil.
Hispanics Have Larger Households! 2.8 Persons vs.
2.7 Total Market
Hispanics Are Projected to Save/Invest
Approximately 1.9 Billion This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
2000 2009 2014
40 47 49
1,575,700 1,972,600 2,121,600
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,862,000 226,000 142,000 441,000 892,000 834,000
45 41 43 50 49 48
The Hispanic Population Is Expected to Grow 35
from 2000 2014, Accounting for 100 of the
Total Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
47
Houston
90 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
4
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
549,890 Hispanic Households 26 of the DMA
73,010
38.5 Bil.
40.6 Bil.
Hispanics Have Larger Households! 3.4 Persons vs.
2.8 Total Market
Hispanics Are Projected to Save/Invest
Approximately 2.1 Billion This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
2000 2009 2014
28 34 36
1,414,800 2,068,800 2,397,500
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,883,000 387,000 201,000 615,000 1,003,000 829,00
0
32 4137 42 3632
The Hispanic Population Is Expected to Grow 69
from 2000 2014, Accounting for 59 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
48
Dallas
89 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
5
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
488,150 Hispanic Households 20 of the DMA
67,334
30.4 Bil.
32.6 Bil.
Hispanics Have Larger Households! 3.5 Persons vs.
2.7 Total Market
Hispanics Are Projected to Save/Invest
Approximately 2.2 Billion This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
2000 2009 2014
20 27 29
1,174,800 1,931,400 2,312,600
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,689,000 362,000 179,000 585,000 930,000 754,000
25 34 30 35 29 25
The Hispanic Population Is Expected to Grow 97
from 2000 2014, Accounting for 53 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
49
Chicago
92 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
6
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
485,270 Hispanic Households 14 of the DMA
77,719
37.7 Bil.
40.0 Bil.
Hispanics Have Larger Households! 3.7 Persons vs.
2.7 Total Market
Hispanics Are Projected to Save/Invest
Approximately 2.3 Billion This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
2000 2009 2014
16 20 22
1,497,600 1,986,500 2,199,700
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,785,000 365,000 194,000 613,000 967,000 773,000
19 26 24 27 22 19
The Hispanic Population Is Expected to Grow 47
from 2000 2014, Accounting for 79 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
50
San Antonio
85 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
7
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
382,990 Hispanic Households 47 of the DMA
63,088
24.3 Bil.
24.6 Bil.
Hispanics Have Larger Households! 3.0 Persons vs.
2.7 Total Market
Hispanics Are Projected to Save/Invest
Approximately 300 Million This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
2000 2009 2014
51 54 55
1,032,100 1,305,200 1,461,700
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,165,000 214,000 125,000 324,000 560,000 486,000
53 61 60 59 55 52
The Hispanic Population Is Expected to Grow 42
from 2000 2014, Accounting for 67 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
51
Phoenix
84 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
8
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
381,180 Hispanic Households 21 of the DMA
57,287
20.3 Bil.
21.7 Bil.
Hispanics Have Larger Households! 3.5 Persons vs.
2.6 Total Market
Hispanics Are Projected to Save/Invest
Approximately 1.4 Billion This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
2000 2009 2014
23 29 32
899,000 1,541,600 1,912,300
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,341,000 309,000 151,000 447,000 700,000 566,000
27 40 36 38 31 27
The Hispanic Population Is Expected to Grow 113
from 2000 2014, Accounting for 47 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
52
San Francisco
84 of Hispanics Speak Spanish at Home (1)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
9
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
377,730 Hispanic Households 15 of the DMA
87,118
33.3 Bil.
35.0 Bil.
Hispanics Have Larger Households! 3.8 Persons vs.
2.7 Total Market
Hispanics Are Projected to Save/Invest
Approximately 1.7 Billion This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
2000 2009 2014
19 23 24
1,288,600 1,582,400 1,717,600
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,427,000 279,000 145,000 445,000 740,000 609,000
22 31 28 31 24 20
The Hispanic Population Is Expected to Grow 33
from 2000 2014, Accounting for 87 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates
Hispanic TV Households by Language Strata,
includes Speaks Only Spanish, Mostly Spanish,
Spanish and English Equally, and Mostly English
(based on Persons 2) (2) Global Insight - 2007
Hispanic Market Monitor (income reflects
average) (3) Geoscape AMD 2009 Series, Census
2000, 2009 Estimates, 2014 Projections
53
McAllen-Harlingen
91 of Hispanics Speak Spanish at Home (2)
INCOME CONSUMER SPENDING (2)
MARKET SIZE (1)
10
Hispanic Consumer Spending
Hispanic Disposable Income
Hispanic Disposable HH Income
Hispanic DMA (Ranking by TV HHs)
291,220 Hispanic Households 83 of the DMA
53,377
15.1 Bil.
15.3 Bil.
Hispanics Have Larger Households! 3.4 Persons vs.
3.3 Total Market
Hispanics Are Projected to Save/Invest
Approximately 200 Million This Year!
POPULATION GROWTH (3)
POPULATION DEMOGRAPHICS (1)
Hispanic Population
Hispanic of Total
Hispanic Population
Hispanic of Total
88 89 90
856,600 1,101,000 1,237,100
2000 2009 2014
Persons 2 Children 2-11 Teens 12-17 Adults
18-34 Adults 18-49 Adults 25-54
1,001,000 214,000 110,000 281,000 475,000 402,000
86 90 90 91 90 90
The Hispanic Population Is Expected to Grow 44
from 2000 2014, Accounting for 95 of the Total
Population Growth!
Source (1) 2009 Nielsen Universe Estimates (2)
Global Insight - 2007 Hispanic Market Monitor
(income reflects average) (3) Geoscape AMD 2009
Series, Census 2000, 2009 Estimates, 2014
Projections
54
CONTACT INFORMATION
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Cristina Vázquez Assistant Account
Executive 714/258-2400 x-429 cristina.vazquez_at_vert
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