The Yellow Papers Series
The New State of America What the 2010 Census Will Reveal About the Evolution of the United States of America
The New State of America... The Yellow Paper Series
1
It’s hard to escape news about the 2010 Census. It’s hard to escape news about the 2010 Census. Besides multiple mailings to every household in the country, the government has also launched a major advertising campaign with a budget of over one hundred million dollars.
But what does the 2010 Census mean to the advertising and marketing community? •
What can we expect to learn from the 2010 Census?
•
What will it reveal about the composition of the United States and Hispanics, the fastest growing minority group?
•
How can we use this data to improve our marketing efforts?
Isaac Mizrahi is SVP, Managing Director at Alma DDB, the network’s U.S. Hispanic arm. He is an an award-winning international marketing executive with more than 18 years of experience in Asia, Europe, Latin America, U.S. General and Multicultural Marketing. In 2006, Isaac was recognized as Hispanic Marketer of the Year by the Ad Week’s “Marketing y Medios” as a result of his work heading Sprint-Nextel’s Multicultural Marketing efforts with successful integrated marketing programs.
Howard T. Konig is a twenty plus year veteran of the advertising/ marketing business. He has held positions in media and research at DDB, Doner and J. Walter Thompson. He has been a featured speaker at conferences and colleges and published articles on Television. Originally from Baltimore, Howard began his career in Radio.
The New State of America... The Yellow Paper Series
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The role of the census has expanded beyond anything the founders could have imagined. It began in the late 18th century. The United States was looking for a new way to balance the need for a strong federal ruling body with the rights of the individual states. The solution was a system that would represent the actual population distribution of the people in the House of Representatives and the voice of each individual State in the Senate. In order to fulfill this promise, the founders needed a way to count the population. The answer was in Article I, Section II of the US Constitution.
[
]
Representatives and direct Taxes shall be apportioned among several States which may be included within this Union, according to their respective Numbers... The actual Enumeration shall be made within three Years after the first Meeting of the Congress of the United States, and within every subsequent Term of ten Years, in such Manner as they shall by Law direct.
The U.S. Census counts every resident in the United States, and is required by the Constitution to take place every 10 years. The first enumeration (counting) occurred in August of 1790 under the direction of Secretary of State Thomas Jefferson with the help of an estimated 650 enumerators (census employees). There were 6 questions and it was administered at a cost of $44,000. The US population at the time was only 3.9 million. Flash forward to the 21st century. The census bureau is now an official government agency operating under the auspices of the Department of Commerce. The last census (2000) cost an estimated $6.5 billion dollars and involved over half a million enumerators. The role of the census has expanded beyond anything the founders could have imagined. Besides its official role to define legislature districts, school assignment areas and other important functional areas of government, the census has also become one of the most critical tools in marketing.
The New State of America... The Yellow Paper Series
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The 2000 Census
4%
13%
12% 2%
Hispanic Black Other White Asian/PI
69%
The last census was conducted ten years ago. 9/11 and the horrors of the terrorist attack were still over a year away and the Department of Homeland Security did not exist. The U.S. population was 281.4 million, a 13% increase over the prior 1990 decennial census. The traditional white population accounted for 69% of the total. At 35 million and 13% of the population, Hispanics were the largest minority group. The dominance of Hispanics was a new phenomenon in the 2000 census. Just 10 years prior in the 1990 census, the story was somewhat different. 29 million African Americans represented 12% of the 249 million U.S. population while the 22 million Hispanics accounted for only 9%.
The dominance of Hispanics was a new phenomenon in the 2000 census.
The New State of America... The Yellow Paper Series
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The Last Ten Years While the full national census is only conducted every ten years, marketers have been using a number of sources over the past decade to project growth. Most notable of these is the Census Bureau’s own American Community Survey (ACS). The ACS is conducted every year based on a rolling sample of approximately 2.5 percent of the population. It includes all the questions in the decennial census as well as a wide range of other questions covering income, education, housing, jobs, and more.
Traditionally, the type of information now included in the ACS was a subset set of the regular census and was commonly referred to as the “long” form. In 2000, there were two census forms: a short one containing 7 questions and the long one with 52 questions. Starting in 2010, the decennial census itself will only consist of a single 10 question form. (The annual ACS will still be conducted separate from the mainstream census.)
Other key sources of information are the CDC (birth data) and the Department of Homeland Security (immigration data). Based on all of these sources, there is already a great deal of information regarding the expected growth of Hispanics. First of all, Hispanics are younger than the population as a whole. Already in 2000, an overwhelming majority of Hispanics were under the age of 35 versus only half of the total population. Only 5% of Hispanics were over 65 versus 12% of the US.
2000 Census Age Distribution 67%
Hispanics Total Pop.
50%
33% 50%
Age <35
Age 35+
Another key factor is birth rate. Hispanics have larger families and are more likely to have children. In 2005, the CDC reported that close to one in 4 births were to a Hispanic mother. This is significant considering Hispanics themselves only represented 15% of the population at the time. Immigration is a further mitigating factor. 34% (3.5 million) of foreigners who became legal permanent residents (LPR) from 2000-2009 were Hispanic. Additionally, the 2008 ACS reveals that almost half of the foreign born population in the US is Hispanic.
2005 CDC Birth Data
24%
Hispanic Non-Hispanics
76%
The New State of America... The Yellow Paper Series
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The 2010 Census Based on the latest estimates, projections place the US population at 310 million in 2010, a 10% increase over 2000. Hispanics are anticipated to have grown by 41% versus 2000, a greater rate than any other minority group. At 50 million, the Hispanics will be firmly established as the largest minority group in the United States. Comparatively, there will be 30% more Hispanics than African Americans, the second largest minority group. [At 11% growth, the 38 million African American minority group is holding its own at 12% of the US population - the same percentage as in the 2000 census. While this groupâ&#x20AC;&#x2122;s growth is ahead of the overall population, it does not compare with the much higher growth rate of Hispanics and Asians.]
Population Growth: 2010 Population vs. 2000 Census
10%
Total US
41%
Hispanic White Black
4% 11% 38%
Asian/PI
The non-Hispanic White population is still projected to be the largest group at 65%, however, this majority is shrinking with only a 4% growth in the past ten years. In 2010, it is projected that approximately one in three people in the United States will belong to a minority group. Barely twenty years ago (as reflected in the 1990 census), Whites represented 76% of the population and less than one in four people were in a minority group.
2010 Projections: Population Size / Share of the Population
202mm 50mm
65%
16%
Hispanic
White
38mm
12%
14mm
Black
Asian/PI
6mm
Other
The New State of America... The Yellow Paper Series
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Hispanics in 2010 One key factor that has not changed much in the past ten years is that Hispanics continue to be a younger group than the population at large. The Hispanic population has aged slightly since 2000 (with 62% projected to be under the age of 35 versus 67% in 2000). However, one third of the Hispanic population will still be under the age of 18 and only 6% over the age of 65.
Age Distribution: Hispanics vs. Total Population 33% 24% 10%
<18
11%
13%
18-24
18%
15%
25-34
15%
15%
35-44
Total US
11%
45-54
11%
13% 6%
6%
55-64
65+
Hispanic
At 69%, Mexicans will represent an even greater share of the Hispanic population in 2010 than in 2000. A number of contributing factors are immigration and natural growth. 17% of new legal permanent residents (LPR) in the last ten years were Mexican. This is almost one half of all the new Hispanic LPRâ&#x20AC;&#x2122;s. Additionally, Mexicans have an even higher birth rate than the already high Hispanic rate of 23.1 births per every 1000 women 15-44. According to the CDC in 2005, the 24.7 Mexican birth rate is almost double the average of 14.0 for the United States. Comparatively, the birth rate for Puerto Ricans is 17.2 and 10.2 for Cubans.
Hispanic Ancestry: 2010 Projection vs. 2000 Census 69% 58%
28% 18% 4%
10%
4% Cuban
Mexican 2000
9%
Puerto Rican 2010
Other
The New State of America... The Yellow Paper Series
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Top Hispanic Markets Los Angeles is projected to once again be the largest Hispanic market in 2010. The 8 million Hispanic residents of this market (DMA) also represent almost half (45%) of the total Los Angeles population. Although the top ten Hispanic markets in 2010 will be the same as in 2000, the order of the markets has changed. Houston and Chicago are now larger Hispanic markets than Miami. Dallas and Phoenix have also moved up and are now larger than San Francisco and San Antonio, respectively. The aforementioned market ranking is only one example of how the Hispanic market group continues to move into new parts of the country. While the top 10 markets account for just over 50% of Hispanics, the other half is spread throughout the US. In 2010, there will be 64 markets with Hispanic populations of one hundred thousand or better.
2010 Top Hispanic Markets (DMAâ&#x20AC;&#x2122;s) Los Angeles New York
8.0mm
Hispanic Pop: 45% of Total Population 4.5mm
Hispanic Pop: 21% 2.2mm
Houston
Hisp: 35%
Chicago
Hisp: 21%
2.0mm
Miami-Ft.Laud.
Hisp: 47%
2.0mm
Dallas-Ft. Worth
Hisp: 28%
San Francisco
H: 23%
Phoenix
H: 30%
San Antonio
55%
Harlingen
89%
2.0mm 1.6mm 1.5mm 1.3mm 1.1mm
Hispanic Population
Although Hispanics represent 16% of the population overall, the composition of the United Stateâ&#x20AC;&#x2122;s largest minority group is even higher in 40 markets. Based on the latest 2010 projections, there will be 19 markets where Hispanics represent over a third of the DMA population. Additionally, 15 markets will have market compositions of over 40%. The list of DMAs with the greatest Hispanic growth includes expected markets such as Orlando and Tampa, but also markets not typically viewed as Hispanic such as Charlotte, Atlanta and even Salt Lake City.
Markets with Largest Hispanic 2000-2010 Growth [Among 100k + Growth Markets] Charlotte
+145M
Atlanta
+400M
Ft. Myers
+138M +131M 97% +286M 94%
Las Vegas W. Palm Beach Washington DC Salt Lake City
115%
+334M 97%
Orlando Raleigh-Durham Tampa
123%
+303M 85% +153M 85% +327M 74% +158M 73%
Hispanic Population
144%
The Brave New World of Consumidores... The Yellow Paper Series
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The New Definition of Minority 2010 is only the beginning of redefining the meaning of minority in the United States. While nationally, minorities are projected to represent 34% (over a third) of the population in 2010, the situation is even more pronounced in certain regions. There will be 4 states plus the District of Columbia where the white portion of the population represents the minority (less than 50%).
2010 Minority Dominated States
47%
Texas
California
43%
New Mexico
41%
District of Columbia
Hawaii
38%
38%
45%
34%
26%
White
9%
9%
Hispanic
Black
Asian/PI
Other
The New State of America... The Yellow Paper Series
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At the DMA level, there will be 19 markets where the minority is the majority. In most of these areas, Hispanics are the driving force. They are the dominant minority group in 3 of the states and 15 of the DMAs.
Population Growth: 2010 Population vs. 2000 Census
Laredo Harlingen-Weslaco-Br-Mc El Paso (Las Cruces)
5%
95%
9%
89%
17%
79%
Honolulu
26%
Yuma-El Centro
27%
Miami-Ft.Lauderdal
9% 68%
30%
47%
Greenwood-Greenville, MS
34%
Corpus Christi
35%
Los Angeles
36%
Fresno-Visalia
37%
San Antonio
37%
Bakersfield
2% 60% 45% 51% 54%
39%
Palm Springs
42%
Albuqurque-Santa Fe
43%
Houston
44%
San Francisco-Oakland-San Jose
46%
Monterey-Salinas
46%
Odessa-Midland
47%
52% 52% 41% 35% 23% 45% 48%
49%
Jackson, MS
White
2%
Hispanic
Black
Asian/PI
Other
The New State of America... The Yellow Paper Series
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Household Size The average household size in 2010 is projected to be 2.6 persons per home. Overall, all minority groups have larger households than the US total. Non-Hispanic Whites are the only group with a smaller household size. Of all minority groups, Hispanics have the largest households with an average of 3.6 people per home. Even among second and third generation US Hispanics, family size remains large. The average Hispanic family size has only decreased from 3.8 to 3.6 in the last twenty years.
2010 Household Size 3.6
3.4
3.6
Asian/PI
Other
2.7
2.6
2.4
Total
White
Hispanic
Black
Moving Towards the Future Based on the growth of Hispanics in the past ten years, it is clear to see the direction the country is heading. When the next census is conducted in 2020, minorities are expected to account for 40% of the country. Hispanics will be at close to 20% of the total population and 60% larger than African Americans, the next largest minority group.
2020 Projection
5% 19%
60%
12% 4%
Hispanic Black Other White Asian/PI
The New State of America... The Yellow Paper Series
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Before the mid-point of the century (in 2045), minorities are expected to be larger than the traditional White population. By 2050, the Hispanic minority group will represent almost a third (30%) of the population and will be larger than all other minorities combined.
2025 - 2050 58%
2025
21%
56%
2030
23%
53%
2035
25%
50%
2040
28%
46%
2050 White
30% Hispanic
Black
6%
12%
6%
12%
27%
49%
2045
12%
7%
12%
7%
12%
7%
12% Asian
SOURCES •
U.S. Census Bureau / American Community Survey (ACS)
•
Centers for Disease Control and Prevention (CDC) National Center for Health Statistics
•
U.S. Department of Homeland Security
•
Geoscape - American Marketscape DataStream™ 2010 Series
8% Other
The New State of America... The Yellow Paper Series
Key Marketing Implications The Hispanic population is redefining the General Consumer Market (GCM). Hispanics already represent more than 40% of the population in 15 DMAs and over 30% in more than 10 others. Moving forward, it will be impossible to target the GCM without accounting for the fastest growing minority group. If youâ&#x20AC;&#x2122;re not targeting Hispanics, youâ&#x20AC;&#x2122;re not targeting the GCM. Hispanic marketing support cannot be an incremental effort, but must be part of your core advertising plans.
Any marketing plan targeting youths must take into account Hispanics. The facts are clear: over 60% of Hispanics are under 35, 1 in 5 young adults are Hispanic and a quarter of all US births today are to Hispanic mothers. To truly understand todayâ&#x20AC;&#x2122;s youth and the trends of the future, it is important to understand the Hispanic marketplace.
Marketing plans must recognize that many Hispanics live in multi-generational households. With multiple age groups living under one roof, the old rules of targeting may no longer apply. The way Hispanic youth impact the technology decisions of their elders is just one example. There are many other categories where parents impact their children. It is critical to account for how the different generations influence each other.
Hispanics are no longer just a key marketing consideration in the traditional Latino markets. Charlotte and Atlanta are two of the fastest growing Hispanic markets. Over 30 markets saw their Hispanic populations increase by more than one hundred thousand Hispanics each in the past 10 years. The implications of the growing Hispanic population go beyond just advertising/marketing and will impact issues such as distribution, sales training, customer service, etc.
US born Hispanics will require marketing campaigns that take into account their unique cultural background. While the census is expected to reveal the growth of the overall Hispanic marketplace, the ACS will most likely show that over 60% of Hispanics are native born. The Hispanic minority group can no longer be viewed as a marketplace of immigrants. It is critical to develop marketing plans that go beyond just language and place of birth. The Young Fusionista, the Hispanic consumer of the future, is growing up in a blended culture that is a mix of their dual heritages. Alma DDB has published an in depth Yellow Paper on the Young Fusionistas.
12
The New State of America... The Yellow Paper Series
Appendix •
Top 50 Market Segmentation
•
Top 50 Hispanic Markets Ranked by Hispanic Population
•
Top 50 Hispanic Markets Ranked by Composition
•
Top 50 Hispanic Markets Ranked by Hispanic Growth (2000-2010)
13
The New State of America... The Yellow Paper Series
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Top 50 Market Segmentation The top 50 markets have been split into 5 segments based on size and growth over the past decade •
Core Markets Larger/Traditional Hispanic Markets
•
Growth Markets Larger Markets with Above Average Growth
•
Future Growth Markets Mid-Ranked Hispanic Markets with Above Average Growth
•
Basic Support Markets Smaller Hispanic Markets with Above Average Growth
•
Markets to Monitor Smaller Hispanic Markets with Lower Growth
Top 50 Market Segmentation | % Hispanic Growth 2000-2010 SMALLER MARKETS / HIGHER GROWTH
LARGER MARKETS / HIGHER GROWTH
+150%
Charlotte
+140%
Future Growth
+130% Atlanta +120%
Ft. Myers
+110% Raleigh-Durham
+100%
Orlando Las Vegas
+90%
W. Palm Beach
Basic Support
Wash. DC
Salt Lake City
Oklahoma City
Minneapolis
Kansas City
Palm Springs Milwaukee
Portland Seattle
+70% +60%
Detroit
Yakima
Amarillo
Hartford
Odessa Laredo Colorado Springs Santa Barbara
Markets to Monitor
Tucson
Monterey
Corpus Christi
+30% +20%
Higher Ranked Markets Boston
Fresno Harlingen San Diego Albuquerque
El Paso +10%
Houston
Sacramento Denver
+40% Yuma
Dallas
Philadelphia
+50%
Lower Ranked Markets
Phoenix
Austin
Bakersfield
Waco
Growth
Tampa
+80%
Chicago Miami
Los Angeles
SanAntonio San Francisco
Core Markets
New York
+0%
SMALLER MARKETS / LOWER GROWTH
LARGER MARKETS / LOWER GROWTH
The New State of America... The Yellow Paper Series
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Core Markets 2010 Hispanic Population DMA
2010 vs. 2000 DMA Comp.
US Pop.
% Hisp.
Pop.
% Total
Pop.
% Pop.
Rank
% Hisp.
Index
%
Rank
Change
Change
Change
483,777
1.0%
24
8%
47
2.1%
8
38%
134,120
6%
Fresno-Visalia
1,026,994
2.1%
12
52%
326
0.6%
40
37%
280,014
19%
Chicago
2,022,363
4.1%
4
21%
128
3.2%
3
35%
524,764
6%
Harlingen-Wesl.-Br-Mc
1,122,351
2.3%
10
89%
555
0.4%
64
31%
265,795
28%
San Antonio
1,329,351
2.7%
9
55%
339
0.8%
32
29%
297,250
22%
Miami-Ft. Lauderdale
2,015,301
4.0%
5
47%
293
1.4%
16
28%
439,597
8%
Boston (Manchester)
San Diego
953,371
1.9%
13
31%
195
1.0%
23
27%
202,380
8%
San Francisco-Oak.-SJ
1,620,678
3.3%
7
23%
143
2.3%
6
26%
332,036
6%
Los Angeles
7,968,199
16.0%
1
45%
281
5.7%
2
23%
1,501,344
9%
New York
4,514,154
9.1%
2
21%
133
6.8%
1
20%
763,196
5%
762,763
1.5%
17
41%
253
0.6%
44
20%
127,750
11%
773,081
1.6%
15
85
19%
125,632
14%
24,592,383
49.4%
Albuquerque-Santa Fe El Paso (Las Cruces)
79%
492
0.3%
32%
196
25.2%
•
12 critical Hispanic markets
•
Represent close to 50% of all US Hispanics
•
Lower relative Hispanic growth, but higher growth than the overall US population
Growth Markets 2010 Hispanic Population
2010 vs. 2000 US Pop.
% Hisp.
Pop.
% Total
Pop.
% Pop.
Rank
% Hisp.
Index
%
Rank
Change
Change
Change
Atlanta
724,941
1.5%
18
11%
67
2.2%
7
123%
399,934
30%
Orlando-Dayt. B.-Melb.
678,034
1.4%
20
19%
115
1.2%
20
97%
334,084
25%
Las Vegas
591,180
1.2%
22
30%
185
0.6%
39
94%
286,457
41%
Tampa-St. Petersburg
658,434
1.3%
21
15%
94
1.4%
15
85%
302,651
18%
DMA
Washington, DC
DMA Comp.
766,879
1.5%
16
12%
76
2.0%
9
74%
327,379
15%
Phoenix
1,544,166
3.1%
8
30%
186
1.7%
11
72%
645,209
32%
Dallas-Ft. Worth
2,012,283
4.0%
6
28%
172
2.3%
5
71%
837,516
26%
584,479
1.2%
23
30%
189
0.6%
42
70%
239,761
40%
Houston
2,164,786
4.3%
3
35%
215
2.0%
10
53%
749,968
25%
Sacramento-Stock.-Mod.
Austin
1,048,602
2.1%
11
26%
161
1.3%
18
53%
362,565
18%
Denver
881,440
1.8%
14
21%
133
1.3%
17
51%
298,911
19%
Philadelphia
706,991
1.4%
19
9%
55
2.6%
4
51%
238,611
5%
12,362,215
24.8%
21%
129
19.3%
•
Larger Hispanic markets (All DMAs in the top 25)
•
Markets all grew at a greater percentage than the overall Hispanic population
•
Jointly account for almost one quarter of all US Hispanics
The New State of America... The Yellow Paper Series
16
Future Growth Markets 2010 Hispanic Population DMA
Pop.
2010 vs. 2000
DMA Comp.
% Pop. Rank
US Pop.
% Hisp.
Pop.
% Total
% Hisp.
Index
%
Rank
Change
Change
Change
Charlotte
245,731
0.5%
38
8%
51
1.0%
24
144%
144,871
25%
Ft. Myers-Naples
257,554
0.5%
35
22%
138
0.4%
70
115%
137,798
27%
Raleigh-Durham
266,466
0.5%
34
9%
56
0.9%
26
97%
131,280
23%
West Palm Beach
332,893
0.7%
31
18%
111
0.6%
45
85%
152,804
17%
Salt Lake City
374,480
0.8%
29
12%
77
1.0%
25
73%
158,375
26%
Portland, OR
384,430
0.8%
28
12%
75
1.0%
22
69%
156,462
16%
Seattle-Tacoma
388,970
0.8%
27
8%
50
1.6%
13
65%
153,488
14%
Bakersfield
391,153
0.8%
26
52%
323
0.2%
103
61%
147,986
27%
2,641,677
5.3%
13%
79
6.7%
•
Mid-ranked Hispanic markets with above average growth
•
Markets jointly gained over 1 million Hispanics in the last 10 years
Basic Support Markets 2010 Hispanic Population DMA
2010 vs. 2000 DMA Comp.
US Pop.
% Hisp.
Pop.
% Total
Pop.
% Pop.
Rank
% Hisp.
Index
%
Rank
Change
Change
Change
Oklahoma City
161,092
0.3%
50
9%
56
0.6%
47
72%
67,381
11%
Kansas City
172,946
0.3%
48
7%
44
0.8%
33
71%
71,578
10%
Minneapolis-St. Paul
205,391
0.4%
41
5%
28
1.5%
14
68%
83,283
10%
Palm Springs
234,936
0.5%
39
52%
323
0.1%
137
59%
87,432
42%
Milwaukee
204,797
0.4%
42
9%
55
0.7%
36
53%
71,149
5%
Waco-Temple-Bryan
197,415
0.4%
43
20%
126
0.3%
86
43%
59,764
17%
1,176,577
2.4%
9%
59
4.0%
•
Smaller Hispanic markets with above average growth
•
While the markets are currently small, they are growing
The New State of America... The Yellow Paper Series
17
Markets to Monitor 2010 Hispanic Population DMA
2010 vs. 2000 DMA Comp.
US Pop.
% Hisp.
Pop.
% Total
Pop.
% Pop.
Rank
% Hisp.
Index
%
Rank
Change
Change
Change
Yuma-El Centro
253,158
0.5%
36
68%
420
0.1%
153
38%
69,244
24%
Yakima-Pasco-Rich.-Ken.
196,634
0.4%
44
30%
184
0.2%
118
38%
53,722
16%
Tucson (Sierra Vista)
432,294
0.9%
25
36%
222
0.4%
66
37%
117,199
21%
Detroit
188,054
0.4%
46
4%
24
1.6%
12
34%
47,978
-1%
Hartford & New Haven
288,245
0.6%
33
11%
68
0.8%
31
34%
73,508
4%
Odessa-Midland
194,227
0.4%
45
48%
296
0.1%
147
29%
43,170
9%
Laredo
247,475
0.5%
37
95%
589
0.1%
172
28%
54,832
27%
Amarillo
164,231
0.3%
49
31%
195
0.2%
131
28%
35,623
2%
Colorado Springs-Pueb.
174,068
0.3%
47
19%
119
0.3%
91
26%
36,097
15%
Santa Barbara-SM-SLO
220,567
0.4%
40
32%
200
0.2%
114
25%
43,716
6%
Monterey-Salinas
330,146
0.7%
32
45%
282
0.2%
107
17%
47,606
2%
Corpus Christi
339,178
0.7%
30
60%
373
0.2%
127
8%
26,460
2%
3,028,277
6.1%
22%
136
4.5%
â&#x20AC;˘
Smaller markets with lower Hispanic growth
â&#x20AC;˘
Although small, markets still grew greater in Hispanic population than total population
The New State of America... The Yellow Paper Series
18
Top 50 Hispanic Markets Ranked by Hispanic Population
Top 50 Hispanic Markets Ranked by Hispanic Population 2010 Hispanic Population
DMA
2000 DMA Comp.
Pop.
% Pop.
Rank % Hisp. Index
Total US
49,804,061
100.0%
--
16%
Los Angeles
7,968,199
16.0%
1
New York
4,514,154
9.1%
Houston
2,164,786
Chicago
US Pop.
Hispanic Population
Pop.
DMA
%
Rank
% Pop. Rank % Hisp.
100
100.0%
--
35,238,481 100.0%
--
13%
45%
281
5.7%
2
6,466,855
18.4%
1
40%
2
21%
133
6.8%
1
3,750,958
10.6%
2
19%
4.3%
3
35%
215
2.0%
10
1,414,818
4.0%
5
28%
2,022,363
4.1%
4
21%
128
3.2%
3
1,497,599
4.2%
4
16%
Miami-Ft. Lauderdale
2,015,301
4.0%
5
47%
293
1.4%
16
1,575,704
4.5%
3
40%
Dallas-Ft. Worth
2,012,283
4.0%
6
28%
172
2.3%
5
1,174,767
3.3%
7
20%
San Francisco-Oakland-San Jose
1,620,678
3.3%
7
23%
143
2.3%
6
1,288,642
3.7%
6
19%
Phoenix (Prescott)
1,544,166
3.1%
8
30%
186
1.7%
11
898,957
2.6%
9
23%
San Antonio
1,329,351
2.7%
9
55%
339
0.8%
32
1,032,101
2.9%
8
51%
Harlingen-Weslaco-BrownsvilleMcAllen
1,122,351
2.3%
10
89%
555
0.4%
64
856,556
2.4%
10
88%
Sacramento-Stockton-Modesto
1,048,602
2.1%
11
26%
161
1.3%
18
686,037
1.9%
13
20%
Fresno-Visalia
1,026,994
2.1%
12
52%
326
0.6%
40
746,980
2.1%
12
45%
San Diego
953,371
1.9%
13
31%
195
1.0%
23
750,991
2.1%
11
27%
Denver
881,440
1.8%
14
21%
133
1.3%
17
582,529
1.7%
16
17%
El Paso (Las Cruces)
773,081
1.6%
15
79%
492
0.3%
85
647,449
1.8%
14
75%
Washington, DC (Hagerstown)
766,879
1.5%
16
12%
76
2.0%
9
439,500
1.2%
18
8%
Albuquerque-Santa Fe
762,763
1.5%
17
41%
253
0.6%
44
635,013
1.8%
15
38%
Atlanta
724,941
1.5%
18
11%
67
2.2%
7
325,007
0.9%
23
6%
Philadelphia
706,991
1.4%
19
9%
55
2.6%
4
468,380
1.3%
17
6%
Orlando-Daytona Beach-Melbourne
678,034
1.4%
20
19%
115
1.2%
20
343,950
1.0%
22
12%
Tampa-St. Petersburg (Sarasota)
658,434
1.3%
21
15%
94
1.4%
15
355,783
1.0%
19
10%
Las Vegas
591,180
1.2%
22
30%
185
0.6%
39
304,723
0.9%
26
22%
Austin
584,479
1.2%
23
30%
189
0.6%
42
344,718
1.0%
21
25%
Boston (Manchester)
483,777
1.0%
24
8%
47
2.1%
8
349,657
1.0%
20
6%
Tucson (Sierra Vista)
432,294
0.9%
25
36%
222
0.4%
66
315,095
0.9%
24
32%
The New State of America... The Yellow Paper Series
19
Top 50 Hispanic Markets Ranked by Hispanic Population (continued) 2010 Hispanic Population
DMA Total US
Pop.
2000 DMA Comp.
% Pop. Rank % Hisp.
US Pop.
Index
%
Rank
Hispanic Population
Pop.
49,804,061
100.0%
--
16%
100
100.0%
--
BakersďŹ eld
391,153
0.8%
26
52%
323
0.2%
103
243,167
Seattle-Tacoma
388,970
0.8%
27
8%
50
1.6%
13
Portland, OR
384,430
0.8%
28
12%
75
1.0%
Salt Lake City
374,480
0.8%
29
12%
77
Corpus Christi
339,178
0.7%
30
60%
West Palm Beach-Ft. Pierce
332,893
0.7%
31
Monterey-Salinas
330,146
0.7%
Hartford & New Haven
288,245
Raleigh-Durham (Fayetteville)
DMA
% Pop. Rank % Hisp.
35,238,481 100.0%
--
13%
0.7%
28
41%
235,482
0.7%
29
6%
22
227,968
0.6%
30
8%
1.0%
25
216,105
0.6%
31
9%
373
0.2%
127
312,718
0.9%
25
57%
18%
111
0.6%
45
180,089
0.5%
35
11%
32
45%
282
0.2%
107
282,540
0.8%
27
40%
0.6%
33
11%
68
0.8%
31
214,737
0.6%
32
9%
266,466
0.5%
34
9%
56
0.9%
26
135,186
0.4%
44
6%
Ft. Myers-Naples
257,554
0.5%
35
22%
138
0.4%
70
119,756
0.3%
48
13%
Yuma-El Centro
253,158
0.5%
36
68%
420
0.1%
153
183,914
0.5%
34
61%
Laredo
247,475
0.5%
37
95%
589
0.1%
172
192,643
0.5%
33
94%
Charlotte
245,731
0.5%
38
8%
51
1.0%
24
100,860
0.3%
52
4%
Palm Springs
234,936
0.5%
39
52%
323
0.1%
137
147,504
0.4%
38
46%
Santa Barbara-Santa Maria-San Luis Obispo
220,567
0.4%
40
32%
200
0.2%
114
176,851
0.5%
36
27%
Minneapolis-St. Paul
205,391
0.4%
41
5%
28
1.5%
14
122,108
0.3%
47
3%
Milwaukee
204,797
0.4%
42
9%
55
0.7%
36
133,648
0.4%
45
6%
Waco-Temple-Bryan
197,415
0.4%
43
20%
126
0.3%
86
137,651
0.4%
43
17%
Yakima-Pasco-Richland-Kennewick
196,634
0.4%
44
30%
184
0.2%
118
142,912
0.4%
39
25%
Odessa-Midland
194,227
0.4%
45
48%
296
0.1%
147
151,057
0.4%
37
40%
Detroit
188,054
0.4%
46
4%
24
1.6%
12
140,076
0.4%
40
3%
Colorado Springs-Pueblo
174,068
0.3%
47
19%
119
0.3%
91
137,971
0.4%
42
17%
Kansas City
172,946
0.3%
48
7%
44
0.8%
33
101,368
0.3%
51
5%
Amarillo
164,231
0.3%
49
31%
195
0.2%
131
128,608
0.4%
46
25%
Oklahoma City
161,092
0.3%
50
9%
56
0.6%
47
93,711
0.3%
54
6%
The New State of America... The Yellow Paper Series
20
Top 50 Hispanic Markets Ranked by Composition
Top 50 Hispanic Markets Ranked by Composition 2010 Hispanic Population
DMA
2000 DMA Comp.
Pop.
% Pop.
49,804,061
100.0%
--
16%
247,475
0.5%
37
1,122,351
2.3%
El Paso (Las Cruces)
773,081
Yuma-El Centro Corpus Christi
US Pop.
Hispanic Population
%
Rank
100
100.0%
--
95%
589
0.1%
172
192,643
10
89%
555
0.4%
64
1.6%
15
79%
492
0.3%
253,158
0.5%
36
68%
420
339,178
0.7%
30
60%
San Antonio
1,329,351
2.7%
9
Fresno-Visalia
1,026,994
2.1%
Palm Springs
234,936
BakersďŹ eld Odessa-Midland
Total US
Rank % Hisp. Index
Pop.
DMA
% Pop. Rank % Hisp. --
13%
0.5%
33
94%
856,556
2.4%
10
88%
85
647,449
1.8%
14
75%
0.1%
153
183,914
0.5%
34
61%
373
0.2%
127
312,718
0.9%
25
57%
55%
339
0.8%
32
1,032,101
2.9%
8
51%
12
52%
326
0.6%
40
746,980
2.1%
12
45%
0.5%
39
52%
323
0.1%
137
147,504
0.4%
38
46%
391,153
0.8%
26
52%
323
0.2%
103
243,167
0.7%
28
41%
194,227
0.4%
45
48%
296
0.1%
147
151,057
0.4%
37
40%
2,015,301
4.0%
5
47%
293
1.4%
16
1,575,704
4.5%
3
40%
330,146
0.7%
32
45%
282
0.2%
107
282,540
0.8%
27
40%
7,968,199
16.0%
1
45%
281
5.7%
2
6,466,855
18.4%
1
40%
Victoria
36,745
0.1%
108
42%
260
0.0%
203
32,976
0.1%
89
39%
Albuquerque-Santa Fe
762,763
1.5%
17
41%
253
0.6%
44
635,013
1.8%
15
38%
Lubbock
160,470
0.3%
51
38%
235
0.1%
144
138,006
0.4%
41
34%
San Angelo
52,755
0.1%
91
36%
226
0.0%
196
44,593
0.1%
78
32%
Tucson (Sierra Vista)
432,294
0.9%
25
36%
222
0.4%
66
315,095
0.9%
24
32%
2,164,786
4.3%
3
35%
215
2.0%
10
1,414,818
4.0%
5
28%
Santa Barbara-Santa Maria-San Luis Obispo
220,567
0.4%
40
32%
200
0.2%
114
176,851
0.5%
36
27%
Amarillo
164,231
0.3%
49
31%
195
0.2%
131
128,608
0.4%
46
25%
San Diego
953,371
1.9%
13
31%
195
1.0%
23
750,991
2.1%
11
27%
Austin
584,479
1.2%
23
30%
189
0.6%
42
344,718
1.0%
21
25%
1,544,166
3.1%
8
30%
186
1.7%
11
898,957
2.6%
9
23%
591,180
1.2%
22
30%
185
0.6%
39
304,723
0.9%
26
22%
Laredo Harlingen-Weslaco-BrownsvilleMcAllen
Miami-Ft. Lauderdale Monterey-Salinas Los Angeles
Houston
Phoenix (Prescott) Las Vegas
35,238,481 100.0%
The New State of America... The Yellow Paper Series
21
Top 50 Hispanic Markets Ranked by Composition (continued) 2010 Hispanic Population
DMA Total US
Pop.
2000
DMA Comp.
% Pop. Rank % Hisp.
US Pop.
Hispanic Population
Index
%
Rank
Pop.
49,804,061
100.0%
--
16%
100
100.0%
--
196,634
0.4%
44
30%
184
0.2%
118
142,912
Dallas-Ft. Worth
2,012,283
4.0%
6
28%
172
2.3%
5
Sacramento-Stockton-Modesto
1,048,602
2.1%
11
26%
161
1.3%
San Francisco-Oakland-San Jose
1,620,678
3.3%
7
23%
143
Abilene-Sweetwater
68,050
0.1%
77
22%
Ft. Myers-Naples
257,554
0.5%
35
Denver
881,440
1.8%
New York
4,514,154
Chicago
DMA
% Pop. Rank % Hisp. --
13%
0.4%
39
25%
1,174,767
3.3%
7
20%
18
686,037
1.9%
13
20%
2.3%
6
1,288,642
3.7%
6
19%
139
0.1%
165
56,985
0.2%
66
18%
22%
138
0.4%
70
119,756
0.3%
48
13%
14
21%
133
1.3%
17
582,529
1.7%
16
17%
9.1%
2
21%
133
6.8%
1
3,750,958
10.6%
2
19%
2,022,363
4.1%
4
21%
128
3.2%
3
1,497,599
4.2%
4
16%
Reno
144,873
0.3%
56
20%
126
0.2%
112
92,280
0.3%
55
15%
Twin Falls
36,227
0.1%
112
20%
126
0.1%
190
23,463
0.1%
108
15%
Waco-Temple-Bryan
197,415
0.4%
43
20%
126
0.3%
86
137,651
0.4%
43
17%
Colorado Springs-Pueblo
174,068
0.3%
47
19%
119
0.3%
91
137,971
0.4%
42
17%
Orlando-Daytona BeachMelbourne
678,034
1.4%
20
19%
115
1.2%
20
343,950
1.0%
22
12%
West Palm Beach-Ft. Pierce
332,893
0.7%
31
18%
111
0.6%
45
180,089
0.5%
35
11%
Tampa-St. Petersburg (Sarasota)
658,434
1.3%
21
15%
94
1.4%
15
355,783
1.0%
19
10%
Tyler-Longview (Lufkin & Nacogdoches)
108,392
0.2%
61
15%
93
0.2%
109
65,371
0.2%
61
10%
SpringďŹ eld-Holyoke
97,980
0.2%
67
14%
87
0.2%
113
75,396
0.2%
59
11%
Chico-Redding
71,193
0.1%
76
14%
85
0.2%
130
48,328
0.1%
74
10%
Grand Junction-Montrose
26,299
0.1%
128
14%
84
0.1%
186
16,627
0.0%
122
11%
Cheyenne-Scottsbluff
18,480
0.0%
140
13%
83
0.0%
198
16,367
0.0%
124
12%
Boise
94,709
0.2%
68
13%
81
0.2%
106
57,322
0.2%
65
10%
Wichita Falls & Lawton
51,072
0.1%
93
13%
78
0.1%
148
42,349
0.1%
81
10%
Wichita-Hutchinson Plus
147,609
0.3%
54
12%
77
0.4%
68
106,473
0.3%
50
9%
Salt Lake City
374,480
0.8%
29
12%
77
1.0%
25
216,105
0.6%
31
9%
Yakima-Pasco-RichlandKennewick
35,238,481 100.0%
The New State of America... The Yellow Paper Series
22
Top 50 Hispanic Markets Ranked by Hispanic Growth (2000-2010)
Top 50 Hispanic Markets Ranked by Hispanic Growth (2000-2010) 2010 Hispanic Population DMA Total US
Pop.
2000
DMA Comp.
% Pop. Rank % Hisp. Index
US Pop. %
Rank
2010 vs. 2000
Hispanic Population Pop.
% Pop.
35,238,481 100.0%
DMA
%Hisp.
Pop.
%Total
Rank
% Hisp.
Change
Change
Change
--
13%
41%
14,565,580
10%
49,804,061
100.0%
--
16%
100
100.0%
--
Ft. Smith-Fayetteville-Springdale-Rogers
99,029
0.2%
66
12%
77
0.3%
98
40,948
0.1%
82
6%
142%
58,081
22%
Atlanta
724,941
1.5%
18
11%
67
2.2%
7
325,007
0.9%
23
6%
123%
399,934
30%
Greenville-Spartanburg-Asheville-Anderson
105,141
0.2%
62
5%
30
0.7%
37
47,466
0.1%
75
2%
122%
57,675
11%
Nashville
145,082
0.3%
55
5%
34
0.9%
30
66,036
0.2%
60
3%
120%
79,046
18%
Ft. Myers-Naples
257,554
0.5%
35
22%
138
0.4%
70
119,756
0.3%
48
13%
115%
137,798
27%
Indianapolis
129,627
0.3%
58
5%
29
0.9%
29
61,835
0.2%
64
2%
110%
67,792
6%
Greensboro-High Point-Winston Salem
154,642
0.3%
53
9%
56
0.6%
50
76,031
0.2%
58
5%
103%
78,611
11%
Orlando-Daytona Beach-Melbourne
678,034
1.4%
20
19%
115
1.2%
20
343,950
1.0%
22
12%
97%
334,084
25%
Raleigh-Durham (Fayetteville)
266,466
0.5%
34
9%
56
0.9%
26
135,186
0.4%
44
6%
97%
131,280
23%
Las Vegas
591,180
1.2%
22
30%
185
0.6%
39
304,723
0.9%
26
22%
94%
286,457
41%
Jacksonville
103,127
0.2%
63
6%
37
0.6%
49
54,951
0.2%
68
4%
88%
48,176
18%
Tampa-St. Petersburg (Sarasota)
658,434
1.3%
21
15%
94
1.4%
15
355,783
1.0%
19
10%
85%
302,651
18%
West Palm Beach-Ft. Pierce
332,893
0.7%
31
18%
111
0.6%
45
180,089
0.5%
35
11%
85%
152,804
17%
Washington, DC (Hagerstown)
766,879
1.5%
16
12%
76
2.0%
9
439,500
1.2%
18
8%
74%
327,379
15%
Salt Lake City
374,480
0.8%
29
12%
77
1.0%
25
216,105
0.6%
31
9%
73%
158,375
26%
Oklahoma City
161,092
0.3%
50
9%
56
0.6%
47
93,711
0.3%
54
6%
72%
67,381
11%
Phoenix (Prescott)
1,544,166
3.1%
8
30%
186
1.7%
11
898,957
2.6%
9
23%
72%
645,209
32%
Dallas-Ft. Worth
2,012,283
4.0%
6
28%
172
2.3%
5
1,174,767
3.3%
7
20%
71%
837,516
26%
Kansas City
172,946
0.3%
48
7%
44
0.8%
33
101,368
0.3%
51
5%
71%
71,578
10%
Austin
584,479
1.2%
23
30%
189
0.6%
42
344,718
1.0%
21
25%
70%
239,761
40%
Portland, OR
384,430
0.8%
28
12%
75
1.0%
22
227,968
0.6%
30
8%
69%
156,462
16%
Minneapolis-St. Paul
205,391
0.4%
41
5%
28
1.5%
14
122,108
0.3%
47
3%
68%
83,283
10%
Seattle-Tacoma
388,970
0.8%
27
8%
50
1.6%
13
235,482
0.7%
29
6%
65%
153,488
14%
Bakersfield
391,153
0.8%
26
52%
323
0.2%
103
243,167
0.7%
28
41%
61%
147,986
27%
Palm Springs
234,936
0.5%
39
52%
323
0.1%
137
147,504
0.4%
38
46%
59%
87,432
42%
The New State of America... The Yellow Paper Series
23
Top 50 Hispanic Markets Ranked by Hispanic Growth (2000-2010) (continued) 2010 Hispanic Population DMA
Pop.
Total US
2000
DMA Comp.
% Pop. Rank % Hisp. Index
US Pop. %
Rank
2010 vs. 2000
Hispanic Population Pop.
49,804,061
100.0%
--
16%
100
100.0%
--
Reno
144,873
0.3%
56
20%
126
0.2%
112
92,280
Milwaukee
204,797
0.4%
42
9%
55
0.7%
36
Houston
2,164,786
4.3%
3
35%
215
2.0%
Sacramento-Stockton-Modesto
1,048,602
2.1%
11
26%
161
Denver
881,440
1.8%
14
21%
Philadelphia
706,991
1.4%
19
Providence-New Bedford
158,282
0.3%
Waco-Temple-Bryan
197,415
Boston (Manchester)
DMA
% Pop. Rank % Hisp.
Pop.
%Total
Change
Change
Change
--
13%
41%
14,565,580
10%
0.3%
55
15%
57%
52,593
17%
133,648
0.4%
45
6%
53%
71,149
5%
10
1,414,818
4.0%
5
28%
53%
749,968
25%
1.3%
18
686,037
1.9%
13
20%
53%
362,565
18%
133
1.3%
17
582,529
1.7%
16
17%
51%
298,911
19%
9%
55
2.6%
4
468,380
1.3%
17
6%
51%
238,611
5%
52
10%
61
0.5%
53
109,450
0.3%
49
7%
45%
48,832
2%
0.4%
43
20%
126
0.3%
86
137,651
0.4%
43
17%
43%
59,764
17%
483,777
1.0%
24
8%
47
2.1%
8
349,657
1.0%
20
6%
38%
134,120
6%
Yuma-El Centro
253,158
0.5%
36
68%
420
0.1%
153
183,914
0.5%
34
61%
38%
69,244
24%
Yakima-Pasco-Richland-Kennewick
196,634
0.4%
44
30%
184
0.2%
118
142,912
0.4%
39
25%
38%
53,722
16%
1,026,994
2.1%
12
52%
326
0.6%
40
746,980
2.1%
12
45%
37%
280,014
19%
432,294
0.9%
25
36%
222
0.4%
66
315,095
0.9%
24
32%
37%
117,199
21%
2,022,363
4.1%
4
21%
128
3.2%
3
1,497,599
4.2%
4
16%
35%
524,764
6%
288,245
0.6%
33
11%
68
0.8%
31
214,737
0.6%
32
9%
34%
73,508
4%
Harlingen-Weslaco-Brownsville-McAllen
1,122,351
2.3%
10
89%
555
0.4%
64
856,556
2.4%
10
88%
31%
265,795
28%
San Antonio
1,329,351
2.7%
9
55%
339
0.8%
32
1,032,101
2.9%
8
51%
29%
297,250
22%
247,475
0.5%
37
95%
589
0.1%
172
192,643
0.5%
33
94%
28%
54,832
27%
2,015,301
4.0%
5
47%
293
1.4%
16
1,575,704
4.5%
3
40%
28%
439,597
8%
953,371
1.9%
13
31%
195
1.0%
23
750,991
2.1%
11
27%
27%
202,380
8%
San Francisco-Oakland-San Jose
1,620,678
3.3%
7
23%
143
2.3%
6
1,288,642
3.7%
6
19%
26%
332,036
6%
Los Angeles
7,968,199
16.0%
1
45%
281
5.7%
2
6,466,855
18.4%
1
40%
23%
1,501,344
9%
New York
4,514,154
9.1%
2
21%
133
6.8%
1
3,750,958
10.6%
2
19%
20%
763,196
5%
762,763
1.5%
17
41%
253
0.6%
44
635,013
1.8%
15
38%
20%
127,750
11%
Fresno-Visalia Tucson (Sierra Vista) Chicago Hartford & New Haven
Laredo Miami-Ft. Lauderdale San Diego
Albuquerque-Santa Fe
â&#x20AC;˘
Excludes markets with less than 48K in Hispanic growth
35,238,481 100.0%
%Hisp.
24
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