AUSTIN, TX DMA

The Austin, Texas DMA comprises 12

counties in south-central Texas and was

home to a population of 1,949,998 people

in 2012. Austin has seen significant

growth over the past 22 years increasing

it population by more than 100%. The

popularity of Austin has resulted from its

focus on higher education, live music and

technology company investments, as well

as its slightly eccentric and diverse

lifestyle. The city’s unofficial motto is

“Keep Austin Weird”.

Austin was first settled by pioneers in the

1830s. Once chosen as the new state

capital for the Republic of Texas, it

became both a government and

education center. Although experiencing

a lull during the Great Depression, by the

1980s, Austin once again emerged as a

center of growth for technology, music

education and business.

The Hispanic population of the Austin

DMA has seen phenomenal growth from

2000 to 2012 (79%) and is projected to

grow by an additional 21% over the next

five years. 32% of the total population is

Latino and of those over 90% identify

Mexico as their country-of-origin. Austin’s

Asian population, although only

comprising 5% of the total has grown by

more than 108% over the past 12 years.

Multicultural population percentages by

ZIP Code are represented in the map on

page 4.

The presence of many technology

manufacturers in the Austin-Round Rock

area has been a source of employment

and wealth for many Hispanic households

in the area. As a result, the dominant

Socio-Economic Status Indicator for

Hispanic households in this area is

somewhat higher than surrounding ZIP

Codes, as shown by the map on page 3.

Austin is the largest city in the United

States without a major league sports

franchise. Most sports fans in the area

support the University of Texas

Longhorns and their teams have excelled

recently in both football and baseball.

Population 2012 Ranking 2012 Population

Total 43 1,949,998

Hispanic 23 617,127

White non-Hispanic 54 1,071,818

Black non-Hispanic 73 128,511

Asian non-Hispanic 28 91,640

1990 2000 2012 2017

Hispanic Population 184,234 344,718 617,127 745,741

White Non-Hispanic 652,509 857,312 1,071,818 1,125,541

Black Non-Hispanic 81,091 99,006 128,511 137,380

Asian Non-Hispanic 18,334 44,002 91,640 115,216

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Po

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lati

on

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

TotalPopulation

HispanicPopulation

White Non-Hispanic

Black Non-Hispanic

Asian Non-Hispanic

% Change '00 v '12

AUSTIN, TX DMA

HISPANICITY

HA1: Americanizado

English dominant (nearly no Spanish)

Born in US; 3rd+ generation

Few Hispanic cultural practices

HA2: Nueva Latina

English preferred (some Spanish)

Born in U.S.; 2nd generation

Some Hispanic cultural practices; often “retro-acculturate”

HA3: Bi-cultural

Bi-Lingual (equal or nearly)

Immigrant as child or young adult

Many Hispanic cultural practices

HA4: Hispano

Spanish preferred (some English)

Immigrant as adult, in U.S. 10+ years

Pre-dominant Hispanic cultural practices

HA5: Latinoamericana

Spanish dominant (nearly no English)

Recent immigrant as adult (less than 10 years ago)

Primarily Hispanic cultural practices

Identify with home country more so than U.S.

HA1 (2012) 19%

HA2 (2012) 31%

HA3 (2012) 26%

HA4 (2012) 15%

HA5 (2012) 9%

32%

56%

7% 5%

Hispanic Population White Non-HispanicBlack Non-Hispanic Asian Non-Hispanic

Hispanics in the Austin, TX DMA tend to

be bicultural with 57% falling within the

HA2 or HA3 segments.

32% of the total population in the Austin, TX DMA is Hispanic with the

overwhelming majority being of Mexican descent. The Hispanic

population continues to be the fastest growing segment, projected to

grow an additional 21% by 2017.

HISPANICITY™

91%

2%

1% 3%

2%

1% Mexican

Puerto Rican

Other Caribbean (Hispanic)

Central American

South American

Other (Spaniard* Spanish*Spanish Am.)

AUSTIN, TX DMA

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com

Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2012

The Designated Market Area (DMA) boundaries are defined by Nielsen.

This map indicates the dominant

Socio-Economic Segment for Hispanic

Households by ZIP code in the

Austin, TX DMA.

Socio-Economic Status (SES) is a Geoscape proprietary Culture

Code® that comprises a blend of income, education, occupation and

housing characteristics. SES helps identify consumer purchasing

power and preferences.

Households are grouped into common segments as an A-E index or

percentile ranking (values 1-100) by ZIP Code, Census Tract or Block

Group. "A" and "100" are the highest levels of socioeconomic status

while "E" and "1" are lowest levels.

AUSTIN, TX DMA

This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) and the American

Marketscape DataStream™ Series 2012 and Consumer Spending Dynamix™ Series 2012.

For a FREE test drive of GIS, point your browser to: http://gis.geoscape.com/testdrive/

Copyright 2013 © All rights reserved. Reproduction rights are granted provided the material is reproduced in its

entirety and sourced to Geoscape and the American Marketscape DataStream, Series 2012.

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com

Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2012

The Designated Market Area (DMA) boundaries are defined by Nielsen.

This map indicates the percent

Multicultural Population by ZIP

Code for the Austin, TX DMA