geoscape american marketscape datastream 2011 executive summary
DESCRIPTION
The American Marketscape DataStream™ (AMDS) is a data resource that reflects the multi-dimensional character of American population and households such as Hispanicity™ and Asianicity™ segmentation summarized by geographic area-from the block group and zip code all the way up to the nation as a whole. Geoscape built AMDS to reflect current and forecasted data points that prove valuable for hundreds of corporations in both business planning and execution, across a variety of industries.TRANSCRIPT
WHAT OUR CLIENTS ARE SAYING ABOUT AMDS & GIS…
"Compared to the data and system we're using now, Geoscape is like Star Wars — for present and future. "
-- Carlos Guzman, President
The Flyer-A Division of Harte Hanks
"The American Marketscape DataStream™ is of critical importance for marketers to have the latest in-depth
data for today's diverse ethnic populations—marketers and demographers will find the Hispanic acculturation,
language, and other ethnicity measures extremely valuable for retail and all other industries."
-- Luisa Acosta-Franco, Vice President of Multicultural
Markets; Farmers Insurance
"I really like Geoscape's Retail Target™ because it helps us understand demographics around our clients' locations
to optimize or marketing campaigns."
-- Gonzalo Parral, Hispanic Marketing Manager GE Money
"Geoscape's American Marketscape DataStream™ helps us identify key segments of the Latino community as we
expand our industry-leading Latino-focused products and marketing nationwide. The rich population data enables us
to target what we consider the largest "foreign" market within our own borders, and to easily generate clear,
concise maps for analysis and decision-making."
-- Russell A. Bennett, Vice President; United Healthcare Latino Health Solutions
Introduction
Dear Friend and Colleague,
The American Marketscape DataStream™ (AMDS) is a data resource that reflects the multi-dimensional character of American population and households summarized by geographic area—from the block group and ZIP code all the way up to the nation as a whole. Geoscape® built AMDS to reflect current and forecasted data points that prove valuable for hundreds of corporations in both business planning and execution, across a variety of industries.
Geoscape® employs a multi-disciplinary methodology to update certain demographic data published by public service entities such as the Census Bureau, and extends this information by defining cultural segmentation and socioeconomic stratification data as well as a plethora of powerful consumer spending potential data.
This document is intended as a planning guide and accompanies the full data resource that is available in a digital format within the Geoscape Intelligence System (GIS) and through a variety of analytic and consulting services to address both strategic and tactical objectives.
This document is available as a courtesy of Geoscape® and we kindly ask that appropriate reference is made, including vintage year, in any publications. For more information on Geoscape®, AMDS, systems, analytics and consulting services, please contact a Client Advisor at 1-888-211-9353 or [email protected].
César M Melgoza
Founder & CEO
3 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
CONTENTS
4
GEOSCAPE® PROVIDES
09 Population Change by Ethnicity/Race
10 Growth from 1990 to 2016 by Ethnicity/
Race
11 Population Growth 1990 to 2016
12 U.S. Population: 2011 by Ethnic Group
13 From the 11 year period 2000 to 2011…
14 Multicultural Boom
16 Multicultural America by County in 1980
17 Multicultural America by County in 2016
18 Majority-Minority Counties in 2011
19 Hispanic Population Concentration 1980
20 Hispanic Population Dispersion 2016
21 African American Population Concentration 2011
22 Asian Population Concentration 2011
23 Hispanic & Non Hispanic White Population Growth
from 1990 to 2016
24 Top 25 States with Largest Population Counts
25 Top 25 DMAs with Largest Population Counts
26 Top 25 DMAs with Highest Growth Rates Between
1990-2016
28 Acculturation: Hispanicity™ Codes
29 Hispanicity™ Among Top 5 DMAs
30 Hispanicity™ & Hispanic SES Matrix (descriptions)
31 Hispanicity™ & Hispanic SES Matrix (counts & indices)
32 Hispanicity™ & Life Stage Matrix (counts & indices )
33 Hispanicity™ & Country or Origin Matrix (counts &
indices)
34 Micro Targeting by Hispanicity™ Dimensions
35 Hispanic Language Usage
36 Hispanic Language Usage Among Top Five DMAs
37 Hispanic by Age Range Distribution
38 Blacks by Age Range Distribution
39 Asian Americans by Age Range Distribution
40 Country of Origin: Hispanics
41 Country of Origin: Hispanics in Five States
42 Hispanic Foreign Born Population by Country
43 Asianicity™ Asian American Acculturation
44 Asianicity™ & Asian SES Matrix (counts & indices)
45 Asianicity™ & Life Stage Matrix (counts & indices)
46 Asianicity™ & Country of Origin Matrix (counts &
indices)
47 Country of Origin: Asian Americans
48 Country of Origin: Asian Americans in Five States
49 Asian Foreign Born Population by Country
08
AMDS METHODOLOGY OVERVIEW
CULTURAL DIVERSITY ACCULTURATION
27
15 REGIONAL SHIFTS
02
06
07
WHAT OUR CLIENTS ARE
SAYING ABOUT AMDS & GIS
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MULTICULTURAL DMAs
CONTENTS
5
63 Top Ten Multicultural DMAs
64 DMA Percent Multicultural Population
>500,000 Ranked by Multicultural Pop
Counts
66 Practical Applications for Business Situations
62 65 BUSINESS IMPLICATIONS
54 Median Household Income by Culture Group
55 Income Ranges by Ethnicity/Race
56 Annual Aggregate Hispanic Consumer
Expenditures per Household in USD
57 Annual Aggregate African American Consumer
Expenditures per Household in USD
58 Annual Aggregate Asian American Consumer
Expenditures per Household in USD
59 Top Hispanic Consumer Spending Categories
60 Top Asian Consumer Spending Categories
61 Hispanics and Asians drive consumer spending
growth
ECONOMICS
53
51 Legal Immigration 2000 to 2009
52 Unauthorized Immigrants in the U.S.
50 FACTS & FIGURES
GLOSSARY
68 Glossary
67
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Geoscape® Provides
6
Actionable
Intelligence for a culturally-
diverse business
environment
Data Resources
Technology Research Analytics
Solutions Consulting
• AMDS Geo-demographics
• CSDx Spending Potential
• BehaviorBase – Healthcare
– Auto Insurance
– The Media Audit
– Mediamark
• Ground-Truth™ Segmentation
• Retail Trade Distribution
• Customer Data Enrichment
• Descriptive Customer Profiles
• Predictive Modeling
• Sampling Design
• Quantitative Surveys
• Qualitative Focus Groups
• Conjoint Trade-off Modeling
• Geoscape Intelligence System
• DirecTarget® SDK
• Combined Deliverables
• Custom Databases
• Integrated Systems
• Strategic Planning
• Opportunity Assessment
• Business Planning Support
• HomeBase - Consumer Lists
• BizBase - Business Lists
• MediaBase – Coverage Data
– Circulation Data
Actionable intelligence fueled by unique data, technology and experience — accelerating growth in a culturally-diverse business environment.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
• Employs proprietary household & individual
level data.
• Utilizes proprietary DirecTarget® Technology.
• Incorporates dozens of public and private
source data sets including primary research
surveys.
In-depth representation of
U.S. cultural diversity
• 1990 & 2000 Census data to present
geographic areas; for time series.
• Incorporates the American Community Survey
(Census Bureau) & integrates various
government data sources.
• Identifies cultural populations missed by the
Census.
– Helps rectify the under-count in recent
immigrant groups.
• Includes building permit & residential build-out
data.
• Language, Income, Socioeconomic Status
(SES), Country of Origin, Consumer Spending,
Age Cohorts, Acculturation (Hispanicity™
and Asianicity™ segmentation), Technology
Adoption and many others.
Over 1,500 indicators on
various subject areas
• Features 337 detailed Consumer Spending
Dynamix™ (CSDx) indicators by major ethnicity
group, plus 15 major category and 4 summary
variables.
AMDS Methodology Overview
7
• U.S., state, Nielsen Designated Market Area
(DMA), metro area, county, congressional
district, ZIP code, census tract and block
group levels.
Macro-to-micro coverage
• Built from the “ground-up” not the other way
around by a team of specialized
demographers, statistical modelers &
database programmers in a perennial effort
to stay at the cutting-edge of research.
Multicultural population & household data – uniquely precise.
Planning Year & Five-Year forecast market data; 2011/2016, July 1st vintage date.
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THE CHANGING FACE OF
AMERICA
Cultural Diversity
8 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
0
20,000,000
40,000,000
60,000,000
80,000,000
1960 1970 1980 1990 2000 2011 2016
US
Po
pu
lati
on
(in
millio
ns
)
Years
Asian & PI* Black* Hispanic
* 2000-2011-2016 numbers for Asian and Black are for Non-Hispanic; 2011 and 2016 Estimates as of July 1.
Population Change by Ethnicity/Race
9 Source: Geoscape; American Marketscape DataStream: 2011 Series and the U.S. Census Bureau.
Note: Population in the Commonwealth of Puerto Rico (3.99 million) is not included in Hispanic population figures.
By 2016, the population in the three largest ethnic groups will be more than 110.5 million and Hispanics will represent over half of that population.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2000 2005 2010 2015 2020 2025 2030 2035 2040 2045 2050
Perc
en
tYears
Non Hispanic White Hispanic Black Asian HBA Combined
Hispanics became the largest ―minority‖ group
in 2000 and have continued to surge.
The Non-Hispanic White population will be about equal in size to
Hispanic+Black+Asian in 2050.
Population 1960 1970 1980 1990 2000 2011 2016
Asian & PI* 980,337 980,337 3,500,439 6,994,034 10,410,556 14,717,118 16,518,783
Black* 18,871,831 22,580,289 26,495,025 29,284,605 33,707,230 38,021,109 39,945,184
Hispanic 2,181,409 9,589,216 14,608,673 21,898,546 35,238,481 51,233,818 58,398,328
Other 157,198,598 170,062,084 181,941,668 190,507,602 202,065,639 207,880,430 212,277,086
Total 179,232,175 203,211,926 226,545,805 248,684,787 281,421,906 312,180,883 326,127,959
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Growth from 1990 to 2016 by
Ethnicity/Race
The Non-Hispanic White population is a decreasing proportion of the U.S. population while Asians, Blacks and especially Hispanics are forming a larger part of our nation.
10 Source: Geoscape, American Marketscape DataStream: 2011 Series.
75.8%
69.1%
64.7%62.7%
11.8% 12.0% 12.2% 12.2%
2.8% 3.7%4.7% 5.1%8.8%
12.5%
16.4%17.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
1990 2000 2011 2016
Pe
rce
nt P
op
ula
tio
n
Years
N-H White N-H Black N-H Asia & N-H PI Hispanic
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Growth 1990-2000
Growth 2000-2011
Growth 2011-2016
40.7%52.0%
51.4%
13.5%
14.0% 13.8%10.4%
14.0% 12.9%
35.3%
20.0%21.9%
Pe
rce
nt G
row
th
Hispanic Non-Hispanic Black Non-Hispanic Asian & Pacific Islander All Other Non-Hispanic
Population Growth 1990 to 2016
11 Source: US Census Bureau for 1990 and Geoscape for 2016 projections.
From 2000 to 2011, Asians, Blacks &
Hispanics accounted for about 80% of
population growth, while Hispanics
accounted for nearly 52% of growth during
that period!
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U.S. Population: 2011 by Ethnic Group
About one-third of America’s population is of either Asian, Black or Hispanic origin; however, these proportions vary dramatically at the state and metropolitan area levels. Many companies include Puerto Rico within their U.S. marketing
efforts, with just over 4 million residents in 2011, which is not included in this chart.
12 Source: Geoscape, American Marketscape DataStream: 2011 Series.
67%
12%
5%
16%
33%
Non-Hispanic Other Non-Hispanic Black Non-Hispanic Asian & Pacific Islander Hispanic
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From the 11 year period 2000 to 2011…
NEARLY 16 MILLION ADDITIONAL HISPANICS 45% growth during period
52% of the total population growth
MORE THAN 4.3 MILLION ADDITIONAL NON-HISPANIC BLACKS 13% growth during period
14% of the total population growth
OVER 4.3 MILLION MORE NON-HISPANIC ASIAN-PACIFIC ISLANDERS 41% growth during period
14% of the total population growth
30.8 MILLION MORE PEOPLE OVERALL Nearly 24.6 million persons and 80% of growth from these 3 cultural groups
13 Source: Geoscape; American Marketscape DataStream: 2011 Series
Massive growth during this period, increasingly diversifying the American population.
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Multicultural Boom
NEW POPULATION FROM 2011 TO 2016
1,432,902 Hispanic Americans per year
119,409 per month, 3,923 per day, 163.5 per hour
384,815 African American and Black Non-Hispanics per year
32,068 per month, 1,054 per day, 43.9 per hour
360,333 Asian & Pacific Islander Non-Hispanics per year
30,028 per month, 987 per day, 41.1 per hour
14 Source: Geoscape; American Marketscape DataStream: 2011 Series
Robust, but with some slowing during current economic downturn.
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NOTEWORTHY EVOLUTION
OF KEY AMERICAN
SUBCULTURES
Regional Shifts
15 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Multicultural America by County in 1980
16 Source: Geoscape; American Marketscape DataStream: 2011 Series
Excluding Non-Hispanic
White Population
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Multicultural America by County in 2016
17 Source: Geoscape; American Marketscape DataStream: 2011 Series
Multicultural expansion affects
nationwide growth
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Majority-Minority Counties in 2011
18 Source: Geoscape; American Marketscape DataStream: 2011 Series
Non-Hispanic Whites are the minority in an increasing number
of counties - 326 in 2011. Those listed at right are ranked by
multicultural population in 2011.
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• Top 25 Counties
• Los Angeles, CA
• Cook, IL
• Harris, TX
• Orange, CA
• Kings, NY
• Miami-Dade, FL
• Dallas, TX
• Queens, NY
• Riverside, CA
• San Bernardino, CA
• Clark, NV
• Santa Clara, CA
• Broward, FL
• Bexar, TX
• Philadelphia, PA
• Alameda, CA
• Bronx, NY
• Orange, FL
• Fulton, GA
• Contra Costa, CA
• Fresno, CA
• Shelby, TN
• Honolulu, HI
• Prince George's, MD
• Hidalgo, TX
Note: Ranked by Total population
for those with at least 500,000
multicultural.
Hispanic Population Concentration in 1980
19 Source: Geoscape; American Marketscape DataStream: 2011 Series
Gateway states bordering Mexico.
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Hispanic Population Dispersion 2016
20 Source: Geoscape; American Marketscape DataStream: 2011 Series
Major metro areas outside border states are now gateway cities too.
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African American Population Concentration 2011
21 Source: Geoscape; American Marketscape DataStream: 2011 Series
Historically and still concentrated heavily in the Southeast and Mid-Atlantic
States - although large populations of American Americans are present in most major metro areas.
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Asian Population Concentration 2011
22 Source: Geoscape; American Marketscape DataStream: 2011 Series
The Pacific coastal states have the highest percentage of Asians with Los Angeles
county as the leading metro area.
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-50% 450% 950% 1450% 1950% 2450% 2950%
New York
Los Angeles
Chicago
Philadelphia
Dallas-Ft. Worth
San Francisco-Oakland-San Jose
Atlanta
Houston
Washington, DC (Hagerstown)
Boston (Manchester)
Phoenix (Prescott)
Seattle-Tacoma
Detroit
Minneapolis-St. Paul
Denver
Miami-Ft. Lauderdale
Tampa-St. Petersburg (Sarasota)
Sacramento-Stockton-Modesto
Cleveland-Akron (Canton)
Orlando-Daytona Beach-Melbourne
Portland, OR
Salt Lake City
Charlotte
Raleigh-Durham (Fayetteville)
San Diego
Percent Growth
DM
As
% Hispanic Growth % Non-Hispanic White Growth
Hispanic & Non Hispanic White Population
Growth from 1990 to 2016
Hispanic population significantly outpaces Non-Hispanic White population growth in all metropolitan areas; in many areas Non-Hispanic White growth is negative during the period.
23 Source: Geoscape, Marketscape DataStream: 2011 Series and US Census Bureau 1990.
Top 25 DMAs in 2016
Charlotte is the leader in percentage gain for Hispanic population growth during the
period, followed by Atlanta and Raleigh.
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State Total PopulationNon Hispanic White
Population
% Non Hispanic
White Population
Asian & PI
Population
% Asian & PI
Population
Black
Population% Black Population
Hispanic
Population
% Hispanic
Population
U.S. TOTAL 312,180,883 201,974,697 64.7% 15,306,848 4.9% 40,669,997 13.0% 51,233,818 16.4%
California 37,661,615 15,852,754 42.1% 5,047,418 13.4% 2,474,753 6.6% 14,292,739 38.0%
Texas 25,720,627 11,956,019 46.5% 976,484 3.8% 3,075,988 12.0% 9,795,080 38.1%
New York 19,668,100 11,730,989 59.6% 1,483,914 7.5% 3,419,984 17.4% 3,368,033 17.1%
Florida 18,747,665 10,896,230 58.1% 479,241 2.6% 3,059,133 16.3% 4,287,934 22.9%
Illinois 13,029,250 8,303,118 63.7% 606,467 4.7% 1,955,137 15.0% 2,135,245 16.4%
Pennsylvania 12,681,059 10,196,663 80.4% 345,525 2.7% 1,440,914 11.4% 660,781 5.2%
Ohio 11,568,561 9,485,465 82.0% 205,327 1.8% 1,421,270 12.3% 319,760 2.8%
Georgia 10,107,788 5,729,779 56.7% 318,374 3.1% 3,089,969 30.6% 929,212 9.2%
Michigan 9,907,444 7,641,792 77.1% 259,798 2.6% 1,417,343 14.3% 434,222 4.4%
North Carolina 9,674,957 6,424,013 66.4% 209,719 2.2% 2,102,516 21.7% 808,072 8.4%
New Jersey 8,781,579 5,316,859 60.5% 722,336 8.2% 1,287,251 14.7% 1,528,550 17.4%
Virginia 8,041,176 5,282,509 65.7% 436,903 5.4% 1,606,649 20.0% 624,660 7.8%
Washington 6,856,107 5,113,266 74.6% 521,091 7.6% 260,011 3.8% 716,894 10.5%
Arizona 6,777,527 3,869,456 57.1% 197,185 2.9% 289,034 4.3% 2,174,154 32.1%
Massachusetts 6,682,267 5,235,250 78.3% 361,891 5.4% 494,035 7.4% 598,449 9.0%
Indiana 6,497,682 5,353,340 82.4% 101,896 1.6% 604,001 9.3% 374,028 5.8%
Tennessee 6,416,009 4,895,549 76.3% 97,235 1.5% 1,092,202 17.0% 270,099 4.2%
Missouri 6,060,641 4,938,254 81.5% 101,461 1.7% 713,599 11.8% 214,389 3.5%
Maryland 5,764,817 3,263,099 56.6% 321,465 5.6% 1,721,030 29.9% 432,393 7.5%
Wisconsin 5,705,544 4,816,638 84.4% 127,314 2.2% 353,774 6.2% 317,906 5.6%
Minnesota 5,336,841 4,506,500 84.4% 206,472 3.9% 262,100 4.9% 242,212 4.5%
Colorado 5,204,123 3,626,647 69.7% 155,295 3.0% 227,970 4.4% 1,111,911 21.4%
Alabama 4,777,004 3,245,333 67.9% 52,598 1.1% 1,269,149 26.6% 154,773 3.2%
South Carolina 4,689,752 3,043,667 64.9% 65,162 1.4% 1,324,049 28.2% 214,768 4.6%
Louisiana 4,595,228 2,780,221 60.5% 75,463 1.6% 1,518,613 33.0% 170,253 3.7%
Top 25 States with Largest Population Counts
The Non-Hispanic White population is the minority in California, Texas, New Mexico, Hawaii plus Washington DC.
24 Source: Geoscape, American Marketscape DataStream: 2011 Series.
NH White is the minority in the two
largest states.
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Top 25 DMAs with Largest Population Counts
Sixteen Designated Market Areas (TV markets or DMAs) are home to at least 1 million Asians or Blacks or Hispanics, or all three -- highlighted below plus Fresno-Visalia, San Antonio, and Harlingen-Weslaco-
Brownsville-McAllen for Hispanic population.
25 Source: Geoscape, American Marketscape DataStream: 2011 Series.
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DMATotal
Population
Non Hispanic
White
Population
% Non Hispanic
White
Population
Asian & PI
Population
% Asian & PI
Population
Black
Population
% Black
Population
Hispanic
Population
% Hispanic
Population
New York 21,209,696 11,135,610 52.5% 2,011,907 9.5% 3,950,399 18.6% 4,585,853 21.6%
Los Angeles 17,730,578 6,288,131 35.5% 2,219,233 12.5% 1,309,129 7.4% 8,124,663 45.8%
Chicago 9,866,620 5,503,810 55.8% 549,527 5.6% 1,764,021 17.9% 2,065,963 20.9%
Philadelphia 8,043,711 5,389,009 67.0% 375,356 4.7% 1,567,710 19.5% 739,010 9.2%
Dallas-Ft. Worth 7,383,403 3,929,811 53.2% 354,059 4.8% 1,029,143 13.9% 2,095,626 28.4%
San Francisco-Oakland-San Jose 7,194,175 3,254,473 45.2% 1,715,385 23.8% 478,905 6.7% 1,679,293 23.3%
Atlanta 6,766,015 3,746,616 55.4% 273,413 4.0% 1,976,560 29.2% 756,501 11.2%
Boston (Manchester) 6,467,031 5,172,831 80.0% 358,398 5.5% 434,447 6.7% 499,558 7.7%
Washington, DC (Hagerstown) 6,442,576 3,515,236 54.6% 537,916 8.3% 1,552,410 24.1% 809,155 12.6%
Houston 6,432,444 2,761,967 42.9% 381,394 5.9% 1,099,896 17.1% 2,262,769 35.2%
Phoenix (Prescott) 5,302,541 3,113,181 58.7% 160,394 3.0% 235,441 4.4% 1,611,940 30.4%
Detroit 4,904,501 3,414,586 69.6% 186,761 3.8% 1,056,520 21.5% 191,087 3.9%
Seattle-Tacoma 4,880,026 3,599,300 73.8% 467,020 9.6% 226,921 4.6% 405,284 8.3%
Minneapolis-St. Paul 4,552,218 3,802,173 83.5% 191,797 4.2% 248,610 5.5% 213,017 4.7%
Miami-Ft. Lauderdale 4,397,245 1,262,725 28.7% 105,249 2.4% 974,001 22.2% 2,110,143 48.0%
Tampa-St. Petersburg (Sarasota) 4,329,235 3,030,267 70.0% 108,934 2.5% 490,985 11.3% 675,583 15.6%
Denver 4,181,372 2,910,224 69.6% 129,233 3.1% 173,463 4.1% 911,106 21.8%
Sacramento-Stockton-Modesto 4,049,843 2,146,475 53.0% 465,280 11.5% 290,788 7.2% 1,065,873 26.3%
Cleveland-Akron (Canton) 3,853,531 3,077,665 79.9% 62,148 1.6% 554,613 14.4% 118,689 3.1%
Orlando-Daytona Beach-Melbourne 3,659,048 2,311,798 63.2% 116,825 3.2% 519,375 14.2% 701,989 19.2%
Portland, OR 3,242,391 2,507,940 77.3% 159,429 4.9% 83,028 2.6% 401,071 12.4%
St. Louis 3,210,600 2,491,366 77.6% 61,272 1.9% 543,537 16.9% 74,604 2.3%
San Diego 3,122,867 1,585,895 50.8% 353,902 11.3% 168,031 5.4% 993,644 31.8%
Salt Lake City 3,078,829 2,493,406 81.0% 84,034 2.7% 40,786 1.3% 393,469 12.8%
Charlotte 3,042,552 2,099,498 69.0% 71,141 2.3% 601,945 19.8% 257,525 8.5%
Top 25 DMAs with Highest Growth Rates
Between 1990-2016
Hispanic and Asian population growth is robust during this period; conversely, Non-Hispanic White and, in some areas, Non-Hispanic Black growth is low or negative.
26 Source: Geoscape, Marketscape DataStream: 2011 Series and US Census Bureau 1990.
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DMA Total Pop
2016
% Total
Growth
Hispanic
2016
% Hispanic
Growth
Non-Hispanic
White
2016
% Non-
Hispanic
White Growth
Non-Hispanic
Black
2016
% Non-Hispanic
Black Growth
Non-Hispanic Asian
& Pacific Is.
2016
% Non-Hispanic
Asian & Pacific Is.
Growth
New York 21,707,615 17% 4,958,114 82% 11,029,314 -7% 3,326,245 10% 69,554 -92%
Los Angeles 18,436,124 28% 8,814,324 90% 6,150,061 -15% 1,024,322 -12% 170,074 -87%
Chicago 10,167,589 22% 2,296,839 163% 5,492,582 -3% 1,685,064 9% 17,051 -93%
Philadelphia 8,241,559 16% 858,140 211% 5,359,213 -3% 1,506,281 29% 8,428 -94%
Dallas-Ft. Worth 8,136,784 81% 2,529,593 370% 4,059,175 25% 1,014,121 68% 17,904 -81%
San Francisco-Oakland-San Jose 7,666,619 29% 1,902,325 116% 3,277,673 -10% 422,098 -16% 64,750 -93%
Atlanta 7,342,042 94% 939,137 1357% 3,834,070 38% 2,154,772 146% 12,224 -77%
Houston 7,129,864 78% 2,695,411 236% 2,864,246 21% 1,049,320 50% 19,370 -85%
Washington, DC (Hagerstown) 6,891,095 46% 981,114 336% 3,606,529 13% 1,560,662 43% 10,170 -95%
Boston (Manchester) 6,698,701 18% 574,715 156% 5,244,968 4% 400,632 70% 4,597 -97%
Phoenix (Prescott) 5,757,946 112% 1,896,571 347% 3,200,095 56% 216,128 176% 15,004 -59%
Seattle-Tacoma 5,211,657 48% 493,062 378% 3,726,689 22% 237,907 83% 9,994 -95%
Detroit 4,845,638 3% 206,392 140% 3,334,987 -6% 1,035,465 7% 2,238 -97%
Minneapolis-St. Paul 4,730,507 32% 250,257 504% 3,878,459 16% 269,512 198% 2,674 -96%
Denver 4,569,400 73% 1,064,360 242% 3,094,588 43% 172,984 80% 6,510 -86%
Miami-Ft. Lauderdale 4,554,510 39% 2,318,548 118% 1,174,202 -26% 919,157 63% 9,706 -76%
Tampa-St. Petersburg (Sarasota) 4,448,643 41% 790,420 350% 2,977,392 12% 492,534 81% 4,292 -85%
Sacramento-Stockton-Modesto 4,236,996 48% 1,194,755 186% 2,135,566 5% 275,170 76% 27,709 -87%
Cleveland-Akron (Canton) 3,846,280 2% 132,686 122% 3,043,968 -5% 548,370 13% 1,167 -96%
Orlando-Daytona Beach-Melbourne 3,800,323 69% 821,186 515% 2,278,533 24% 513,917 115% 5,545 -81%
Portland, OR 3,486,432 57% 484,790 478% 2,626,150 31% 85,286 97% 3,812 -93%
Salt Lake City 3,402,242 83% 489,381 425% 2,685,925 58% 41,833 276% 3,887 -88%
Charlotte 3,329,570 71% 337,199 2345% 2,220,951 42% 643,651 81% 2,204 -84%
Raleigh-Durham (Fayetteville) 3,325,509 75% 362,456 1165% 1,912,371 51% 873,727 53% 2,390 -89%
San Diego 3,304,323 32% 1,118,443 124% 1,603,003 -2% 132,080 -12% 22,686 -88%
LIFE STAGE, LANGUAGE,
BIRTHPLACE, IMMIGRATION
Acculturation
27 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Acculturation: Hispanicity™
Codes
•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.
28 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Acculturation is the process whereby immigrants acquire a new culture through language, customs, lifestyle, media usage and other practices while retaining elements of their home culture as well. For Hispanics, Geoscape® calls this characteristic
Hispanicity™.
This pie shows the national distribution, although the mix of segments varies by region
and metropolitan area.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Hispanicity™
Among Top 5 DMAs
Recent immigrants have increased the proportion of un-acculturated HA5 Hispanics, while second and third generation Hispanics have increased the proportion of HA1 & HA2 Hispanics. Although the Hispanic population will increase in all segments, the future trend will have a steady proportion of HA5, increasing HA1-HA2, and decreasing HA3 and HA4.
29 Source: Geoscape, American Marketscape DataStream: 2011 Series.
0%
20%
40%
60%
80%
100%
120%
CHICAGO HOUSTON LOS ANGELES MIAMI-FT.LAUDERDALE NEW YORK
14.5% 14.5% 14.7%
6.9%12.1%
26.1% 26.5% 25.9%
21.6%
26.2%
25.5% 26.8% 26.5%
23.4%
28.1%
17.2%17.6% 18.3%
18.3%
18.4%
16.6% 14.7% 14.6%
29.8%
15.1%
Pe
rce
nt H
isp
an
ic P
op
ula
tio
n b
y A
cc
ult
ura
tio
n
DMAs
HA1: Americanizado HA2: Nueva Latina HA3: Bi-Cultural HA4: Hispano HA5: Latinoamericana
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Hispanicity™ & Hispanic SES Matrix (descriptions)
30
HA 1: Americanizado
U.S. Born Hispanic (3rd Gen+),
English Dominant; Typically are
households with over $85,000 annual
household income, 4 year college
degree or graduate degree, owned
housing, and employed in
professional occupations.
U.S. Born Hispanic (3rd Gen+),
English Dominant; Households
generally between $50,000 and
$120,000 annual household income,
some college or higher education,
owned housing, professional or
skilled occupation.
U.S. Born Hispanic (3rd Gen+),
English Dominant; Households
usually between $30,000 and $75,000
annual household income, high
school graduate to some college, and
employed as skilled labor or service
worker.
U.S. Born Hispanic (3rd Gen+),
English Dominant; Households
typically between $15,000 and
$35,000 annual household income,
high school or lower education, rented
housing, employed as service or labor
worker.
U.S. Born Hispanic (3rd Gen+),
English Dominant; Households most
often below $20,000 annual
household income; less than high
school education; rented housing,
labor or service worker or
unemployed.
HA 2: Nueva Latina
U.S. Born Hispanic (2nd Gen) or
Immigrated Before Age 6, English
Preferred; Typically are households
with over $85,000 annual household
income, 4 year college degree or
graduate degree, owned housing, and
employed in professional
occupations.
U.S. Born Hispanic (2nd Gen) or
Immigrated Before Age 6, English
Preferred; Households generally
between $50,000 and $120,000
annual household income, some
college or higher education, owned
housing, professional or skilled
occupation.
U.S. Born Hispanic (2nd Gen) or
Immigrated Before Age 6, English
Preferred; Households usually
between $30,000 and $75,000 annual
household income, high school
graduate to some college, and
employed as skilled labor or service
worker.
U.S. Born Hispanic (2nd Gen) or
Immigrated Before Age 6, English
Preferred; Households typically
between $15,000 and $35,000 annual
household income, high school or
lower education, rented housing,
employed as service or labor worker.
U.S. Born Hispanic (2nd Gen) or
Immigrated Before Age 6, English
Preferred; Households most often
below $20,000 annual household
income; less than high school
education; rented housing, labor or
service worker or unemployed.
HA 3: Bi-Cultural
Foreign-Born Hispanic, Adolescent or
Young Adult Immigrant (10 years+ in
U.S), Bi-Lingual; Typically are
households with over $85,000 annual
household income, 4 year college
degree or graduate degree, owned
housing, and employed in
professional occupations.
Foreign-Born Hispanic, Adolescent or
Young Adult Immigrant (10 years+ in
U.S), Bi-Lingual; Households
generally between $50,000 and
$120,000 annual household income,
some college or higher education,
owned housing, professional or
skilled occupation.
Foreign-Born Hispanic, Adolescent or
Young Adult Immigrant (10 years+ in
U.S), Bi-Lingual; Households usually
between $30,000 and $75,000 annual
household income, high school
graduate to some college, and
employed as skilled labor or service
worker.
Foreign-Born Hispanic, Adolescent or
Young Adult Immigrant (10 years+ in
U.S), Bi-Lingual; Households typically
between $15,000 and $35,000 annual
household income, high school or
lower education, rented housing,
employed as service or labor worker.
Foreign-Born Hispanic, Adolescent or
Young Adult Immigrant (10 years+ in
U.S), Bi-Lingual; Households most
often below $20,000 annual
household income; less than high
school education; rented housing,
labor or service worker or
unemployed.
HA4: Hispano
Foreign-Born Hispanic, Adult
Immigrant, in U.S. 10 years+, Spanish
Preferred; Typically are households
with over $85,000 annual household
income, 4 year college degree or
graduate degree, owned housing, and
employed in professional
occupations.
Foreign-Born Hispanic, Adult
Immigrant, in U.S. 10 years+, Spanish
Preferred; Households generally
between $50,000 and $120,000
annual household income, some
college or higher education, owned
housing, professional or skilled
occupation.
Foreign-Born Hispanic, Adult
Immigrant, in U.S. 10 years+, Spanish
Preferred; Households usually
between $30,000 and $75,000 annual
household income, high school
graduate to some college, and
employed as skilled labor or service
worker.
Foreign-Born Hispanic, Adult
Immigrant, in U.S. 10 years+, Spanish
Preferred; Households typically
between $15,000 and $35,000 annual
household income, high school or
lower education, rented housing,
employed as service or labor worker.
Foreign-Born Hispanic, Adult
Immigrant, in U.S. 10 years+, Spanish
Preferred; Households most often
below $20,000 annual household
income; less than high school
education; rented housing, labor or
service worker or unemployed.
HA5: Latinoamericana
Foreign-Born Hispanic, Adult
Immigrant (less than 10 years in U.S.),
Spanish Dominant/Dependent;
Typically are households with over
$85,000 annual household income, 4
year college degree or graduate
degree, owned housing, and
employed in professional
occupations.
Foreign-Born Hispanic, Adult
Immigrant (less than 10 years in U.S.),
Spanish Dominant/Dependent;
Households generally between
$50,000 and $120,000 annual
household income, some college or
higher education, owned housing,
professional or skilled occupation.
Foreign-Born Hispanic, Adult
Immigrant (less than 10 years in U.S.),
Spanish Dominant/Dependent;
Households usually between $30,000
and $75,000 annual household
income, high school graduate to
some college, and employed as
skilled labor or service worker.
Foreign-Born Hispanic, Adult
Immigrant (less than 10 years in U.S.),
Spanish Dominant/Dependent;
Households typically between
$15,000 and $35,000 annual
household income, high school or
lower education, rented housing,
employed as service or labor worker.
Foreign-Born Hispanic, Adult
Immigrant (less than 10 years in U.S.),
Spanish Dominant/Dependent;
Households most often below
$20,000 annual household income;
less than high school education;
rented housing, labor or service
worker or unemployed.
Hispanic Socioeconomic Status Segment
Hispanicity™ Segment
(Acculturation)
Note: The above descriptions are typical for each category of Hispanicity and Socioeconomic Status; there is additional variation that occurs in the categories.
© 2010 Geoscape International, Inc. All rights reserved.
HSES A
(More Affluent)HSES B HSES C HSES D
H SES E
(Less Affluent)
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
HSES A HSES B HSES C HSES D HSES EHA1: Americanizado 387,571 534,397 611,909 343,896 250,367
HA2: Nueva Latina 644,398 972,820 1,225,304 631,850 376,594
HA3: Bi-Cultural 433,717 806,855 1,291,130 794,579 517,224
HA4: Hispano 202,996 364,426 727,707 541,732 400,166
HA5: Latinoamericana 171,736 221,227 528,433 487,059 478,558
HSES A HSES B HSES C HSES D HSES E
HA1: Americanizado 2.8% 3.8% 4.4% 2.5% 1.8%
HA2: Nueva Latina 4.6% 7.0% 8.8% 4.5% 2.7%
HA3: Bi-Cultural 3.1% 5.8% 9.3% 5.7% 3.7%
HA4: Hispano 1.5% 2.6% 5.2% 3.9% 2.9%
HA5: Latinoamericana 1.2% 1.6% 3.8% 3.5% 3.4%
HSES A HSES B HSES C HSES D HSES EHA1: Americanizado 138.0 120.8 91.5 80.5 81.1
HA2: Nueva Latina 126.8 121.5 101.2 81.8 67.4
HA3: Bi-Cultural 85.5 101.0 106.9 103.0 92.8
HA4: Hispano 68.8 78.4 103.5 120.7 123.3
HA5: Latinoamericana 69.0 56.4 89.1 128.6 174.8
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Household Counts
Hispanic Socioeconomic Status SegmentHispanicity
TM/Acculturation Segment
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Indices
HispanicityTM
/Acculturation SegmentHispanic Socioeconomic Status Segment
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Percents
HispanicityTM
/Acculturation SegmentHispanic Socioeconomic Status Segment
Hispanicity™ & Hispanic SES Matrix
Hispanics who are more acculturated and established tend to have a higher SES. Hispanicity™ segments HA1 and HA2 over-index among SES A and B, although, there are affluent Hispanic households at all levels of acculturation.
31 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Hispanicity™ & Life Stage Matrix
A considerable amount of variation is evident in the metric of Hispanicity™ by Life Stage, indicating varying rates of acculturation across age groups.
32 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)
HA1: Americanizado 2,750,196 820,561 3,459,962 475,938 444,786
HA2: Nueva Latina 4,399,905 1,607,815 6,095,879 868,404 813,603
HA3: Bi-Cultural 4,477,738 1,422,479 6,224,014 832,852 784,382
HA4: Hispano 2,770,230 921,705 3,767,949 569,946 508,224
HA5: Latinoamericana 2,269,303 798,681 3,061,284 479,184 608,799
Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)HA1: Americanizado 5.4% 1.6% 6.8% 0.9% 0.9%
HA2: Nueva Latina 8.6% 3.1% 11.9% 1.7% 1.6%
HA3: Bi-Cultural 8.7% 2.8% 12.1% 1.6% 1.5%
HA4: Hispano 5.4% 1.8% 7.4% 1.1% 1.0%
HA5: Latinoamericana 4.4% 1.6% 6.0% 0.9% 1.2%
Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)HA1: Americanizado 106.3 94.9 98.6 95.1 90.7
HA2: Nueva Latina 98.1 107.3 100.2 100.0 95.7
HA3: Bi-Cultural 100.2 95.2 102.6 96.2 92.6
HA4: Hispano 99.7 99.3 100.0 106.0 96.5
HA5: Latinoamericana 96.7 101.8 96.1 105.4 136.8
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Percents
HispanicityTM/Acculturation SegmentHispanic Life Stage
HispanicityTM/Acculturation SegmentHispanic Life Stage
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Population Counts
HispanicityTM/Acculturation SegmentHispanic Life Stage
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Indices
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Hispanicity™ & Country of Origin Matrix
Hispanicity™ by Country of Origin shows that Puerto Ricans are the most acculturated group and Central Americans are the least acculturated overall.
33 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Mexican Puerto Rican Cuban Dominican South American Central American
HA1: Americanizado 5,772,394 965,705 153,042 76,418 339,700 227,797
HA2: Nueva Latina 9,127,116 1,693,170 368,151 290,067 874,089 802,115
HA3: Bi-Cultural 9,394,721 1,234,726 257,693 358,820 909,204 1,193,180
HA4: Hispano 6,093,830 463,237 202,438 262,998 483,647 894,361
HA5: Latinoamericana 5,052,542 205,768 364,316 254,353 368,339 883,541
Mexican Puerto Rican Cuban Dominican South American Central AmericanHA1: Americanizado 11.6% 1.9% 0.3% 0.2% 0.7% 0.5%
HA2: Nueva Latina 18.4% 3.4% 0.7% 0.6% 1.8% 1.6%
HA3: Bi-Cultural 19.0% 2.5% 0.5% 0.7% 1.8% 2.4%
HA4: Hispano 12.3% 0.9% 0.4% 0.5% 1.0% 1.8%
HA5: Latinoamericana 10.2% 0.4% 0.7% 0.5% 0.7% 1.8%
Mexican Puerto Rican Cuban Dominican South American Central AmericanHA1: Americanizado 107.1 139.2 74.8 40.5 75.1 37.5
HA2: Nueva Latina 97.0 139.8 103.1 88.0 110.7 75.5
HA3: Bi-Cultural 98.4 100.5 71.1 107.2 113.5 110.7
HA4: Hispano 101.5 59.9 88.8 124.9 95.9 131.9
HA5: Latinoamericana 99.1 31.4 188.2 142.3 86.1 153.5
Hispanic Country of OriginHispanicityTM/Acculturation Segment
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Indices
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Percents
HispanicityTM/Acculturation SegmentHispanic Country of Origin
HispanicityTM/Acculturation SegmentHispanic Country of Origin
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Population Counts
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Micro Targeting by Hispanicity™
Dimensions
34 Source: Geoscape, American Marketscape DataStream: 2010 Series.
Pinpoint exactly where to find Hispanicity™
dimensions by block group, census tract
and ZIP.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
English Dependent22%
Bi-Lingual English Preferred
27%
Bi-Lingual English & Spanish13%
Bi-Lingual Spanish Preferred
18%
Spanish Dependent20%
Hispanic Language Usage
About 60 percent of Hispanics are Bi-Lingual to some degree and about 40 percent are dependant on either English or Spanish.
35 Source: Geoscape, American Marketscape DataStream: 2011 Series.
This pie shows the national distribution, although the mix of segments varies by region
and metropolitan area.
Code Language Segment Hispanics Age 5+HL1 English Dependent 9,939,305
HL2 Bi-Lingual English Preferred 12,611,539
HL3 Bi-Lingual English & Spanish 6,011,494
HL4 Bi-Lingual Spanish Preferred 8,160,257
HL5 Spanish Dependent 9,263,132
Total 45,985,727
Language Segment Hispanics Age 5+ %English Dominant 22,550,844 49.0%
Bi-Lingual 6,011,494 13.1%
Spanish Dominant 17,423,389 37.9%
English Capable 36,722,596 79.9%
Spanish Capable 36,046,422 78.4%
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Hispanic Language Usage Among Top
Five DMAs
Spanish language use varies among the top five DMAs, however Spanish is preferred by about half of Hispanics over Age 5 within each of these major metropolitan areas.
36 Source: Geoscape, American Marketscape DataStream: 2011 Series.
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Chicago Houston Los Angeles Miami-Ft. Lauderdale New York
16.7% 16.5% 19.0%
6.5%13.9%
25.2% 27.2%25.8%
28.8%
28.3%
14.0%14.4% 12.8%
15.2%
14.9%
21.5% 19.3% 20.2%
22.2%
21.7%
22.6% 22.6% 22.3%27.3%
21.3%
Pe
rce
nt H
isp
an
ic P
op
ula
tio
n b
y H
isp
an
ic L
an
gu
ag
e U
sa
ge
Se
gm
en
t
DMAs
English Dependent Bi-Lingual English Preferred Bi-Lingual English & Spanish
Bi-Lingual Spanish Preferred Spanish Dependent
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
0-4 5-9 10-14 15-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+
Pe
rce
nt H
isp
an
ic P
op
ula
tio
n
Age Ranges
% Hispanic
% Non-Hispanic
Hispanics by Age Range Distribution
The Hispanic population is younger than the Non-Hispanic population, with a significantly greater proportion of all population cohorts in the under 40 age groups. Conversely, the retirement age population is
predominantly non-Hispanic.
37 Source: Geoscape, American Marketscape DataStream: 2011 Series.
About 70% of Hispanics are under 40 compared to 51% of Non-Hispanics whereas more
than 92% of the retirement-age population is Non-Hispanic.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
0-4 5-9 10-14 15-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+
Pe
rce
nt B
lac
k P
op
ula
tio
nP
op
ula
tio
n
Age Ranges
% Black
% Non-Black
Blacks by Age Range Distribution
African Americans and other Blacks are significantly over-represented in the child and adolescent age groups
and significantly under represented in the elderly groups.
38 Source: Geoscape, American Marketscape DataStream: 2011 Series.
About 28% of Blacks are under 18 compared to 23% of the Non-Black
population.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
0-4 5-9 10-14 15-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+
Pe
rce
nt A
sia
n A
me
ric
an
Po
pu
lati
on
Age Ranges
% Asian
% Non-Asian
Asian Americans by Age Range
Distribution
Asian Americans are under-represented in the child and teen age cohorts, but significantly over-represented in the core working age cohorts and significantly under-represented in the old age cohorts.
39 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Asian Americans are significantly over
represented in the 25-44 age cohorts, 34% vs. 27%
for Non-Asian population.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Country of Origin: Hispanics
Mexican origin Hispanics form the majority of Hispanics in the U.S. followed by Puerto Ricans, Cubans, Dominicans and Salvadorans. The mix of these groups changes significantly in the Northeastern states and in South Florida.
40 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Note: The US Census Bureau includes a large category of Hispanics of “unknown” origin; Geoscape® has developed a model to accurately attribute Hispanic population by origin.
Mexican 68.1%
Puerto Rican 9.4%
Cuban 3.6%
Dominican 2.9%
Salvadoran 3.7%
Colombian 1.9%
Guatemalan 2.3%
Other Central Am. 2.7%
Other South Am. 4.1%
Other Hispanic 1.3%
31.9%
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Country of Origin: Hispanics in Five States
The mix of Hispanic countries of origin varies considerably among states –most areas reflect the Mexican majority however Florida (especially southern) and New York are home to a majority of Caribbean Hispanics.
41 Source: Geoscape, American Marketscape DataStream: 2011 Series.
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
CA FL GA IL NY
His
pa
nic
Po
pu
lati
on
(in
millio
ns
)
States
Other Hispanic
Other South Am.
Other Central Am.
Colombian
Guatemalan
Salvadoran
Dominican
Cuban
Puerto Rican
Mexican
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
90.7%
82.5%79.9% 79.2%
77.6%
72.0% 70.8%67.6%
65.0% 64.3%
58.1%
50.3% 49.0%
38.5%34.8% 34.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Pe
rce
nt H
isp
an
ic F
ore
ign
Bo
rn P
op
ula
tio
n
Place of Birth
Hispanic Foreign Born Population by Country
Among foreign-born Hispanics in the United States, Central Americans (Guatemalans followed by Nicaraguans and Salvadorans) and South Americans (especially Ecuadorians, Peruvians, and Venezuelans) are more likely foreign born.
Mexicans have the lowest proportion of foreign-born, although they are the most numerous.
42 Source: Geoscape, American Marketscape DataStream: 2010 Series. Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
AA1: Very Westernized Self-Identity
35%
AA2: Bicultural Western Identified
13%AA3: Bicultural
20%
AA4: Bicultural Asian Identified
18%
AA5: Very Asian Self-Identity14%
Acculturation: Asianicity™ Codes
•AA1: VERY WESTERNIZED • English dominant
• Born in U.S.; 3rd+ generation
• Few Asian cultural practices
•AA2: BI-CULTURAL WESTERNIZED • English preferred (some home language)
• Born in U.S.; 2nd generation
• Some Asian cultural practices; some “retro-acculturate”
•AA3: BI-CULTURAL • Bi-Lingual (equal or nearly)
• Immigrant as child or young adult
• Many Asian cultural practices
•AA4: BI-CULTURAL ASIAN IDENTITY • Asian language preferred (some English)
• Immigrant as adult, in U.S. 10+ years
• Pre-dominant Asian cultural practices
•AA5: VERY ASIAN IDENTITY • Asian language dominant (nearly no English)
• Recent immigrant as adult (less than 10 years ago)
• Primarily Asian cultural practices
• Identify with home country more so than U.S.
43 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Acculturation is the process whereby immigrants acquire a new culture through language, customs, lifestyle, media usage and other practices while retaining elements of their home culture as well. For Asians, Geoscape® calls this characteristic Asianicity™.
This pie shows the national distribution, although the mix of segments varies by region
and metropolitan area.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Asianicity™ & Asian SES Matrix
Asianicity by SES shows that AA2 is the highest SES A segment and reflects a general correlation among the two measures with some variation.
44 Source: Geoscape, American Marketscape DataStream: 2011 Series.
ASES A ASES B ASES C ASES D ASES EAA1: Very Westernized Self-Identity 531,657 371,217 334,189 177,954 109,998
AA2: Bicultural Western Identified 208,380 131,832 114,000 67,238 41,159
AA3: Bicultural 233,258 203,098 229,044 129,146 80,501
AA4: Bicultural Asian Identified 200,680 161,296 201,491 134,103 87,375
AA5: Very Asian Self-Identity 160,773 82,917 126,513 115,277 113,593
ASES A ASES B ASES C ASES D ASES EAA1: Very Westernized Self-Identity 12.2% 8.5% 7.7% 4.1% 2.5%
AA2: Bicultural Western Identified 4.8% 3.0% 2.6% 1.5% 0.9%
AA3: Bicultural 5.4% 4.7% 5.3% 3.0% 1.9%
AA4: Bicultural Asian Identified 4.6% 3.7% 4.6% 3.1% 2.0%
AA5: Very Asian Self-Identity 3.7% 1.9% 2.9% 2.7% 2.6%
ASES A ASES B ASES C ASES D ASES E
AA1: Very Westernized Self-Identity 113.5 111.3 94.8 81.3 72.5
AA2: Bicultural Western Identified 120.6 107.2 87.6 83.3 73.5
AA3: Bicultural 86.8 106.2 113.2 102.9 92.4
AA4: Bicultural Asian Identified 83.3 94.0 111.0 119.1 111.8
AA5: Very Asian Self-Identity 87.4 63.3 91.3 134.1 190.5
AsianicityTM
/Acculturation SegmentAsian Socioeconomic Status Segment
AsianicityTM
/Acculturation SegmentAsian Socioeconomic Status Segment
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Indices
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Percents
AsianicityTM
/Acculturation SegmentAsian Socioeconomic Status Segment
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Household Counts
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Asianicity™ & Life Stage Matrix
Asianicity™ by Life Stage shows variation but not dramatically around the index except for the extreme ends of the matrix.
45 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)
AA1: Very Westernized Self-Identity 1,187,307 483,422 2,465,872 468,419 458,414
AA2: Bicultural Western Identified 420,798 250,386 993,886 184,066 169,314
AA3: Bicultural 688,446 268,041 1,602,020 274,377 262,882
AA4: Bicultural Asian Identified 559,006 246,027 1,350,457 267,914 221,345
AA5: Very Asian Self-Identity 392,778 179,122 949,056 184,039 204,999
Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)AA1: Very Westernized Self-Identity 8.1% 3.3% 16.7% 3.2% 3.1%
AA2: Bicultural Western Identified 2.9% 1.7% 6.7% 1.2% 1.1%
AA3: Bicultural 4.7% 1.8% 10.9% 1.9% 1.8%
AA4: Bicultural Asian Identified 3.8% 1.7% 9.2% 1.8% 1.5%
AA5: Very Asian Self-Identity 2.7% 1.2% 6.4% 1.2% 1.4%
Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)AA1: Very Westernized Self-Identity 106.3 98.6 97.5 98.8 101.3
AA2: Bicultural Western Identified 94.6 128.1 98.5 97.4 93.8
AA3: Bicultural 100.9 89.4 103.6 94.7 95.0
AA4: Bicultural Asian Identified 95.9 96.0 102.2 108.2 93.6
AA5: Very Asian Self-Identity 93.3 96.8 99.4 103.0 120.1
AsianicityTM/Acculturation SegmentAsian Life Stage
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Population Counts
AsianicityTM/Acculturation SegmentAsian Life Stage
AsianicityTM/Acculturation SegmentAsian Life Stage
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Percents
Geoscape® American Marketscape DataStream
TM Segmentation Matrix Summary Indices
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Asianicity™ & Country of Origin Matrix
Asianicity™ by Country of Origin shows that Japanese tend to be the most acculturated, followed by Filipinos. Chinese and Southeast Asians tend to be the least acculturated segments.
46 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Indian Chinese (Taiwanese) Japanese Vietnamese Filipino Korean Southeast Asian Other Asian
AA1: Very Westernized Self-Identity 1,046,251 964,013 615,795 281,271 1,209,676 419,018 223,020 187,168
AA2: Bicultural Western Identified 468,590 386,371 73,448 164,363 466,667 138,965 104,673 57,878
AA3: Bicultural 438,813 633,685 153,175 405,947 558,460 301,793 211,186 80,886
AA4: Bicultural Asian Identified 332,878 606,445 161,233 381,311 308,957 379,805 154,815 76,748
AA5: Very Asian Self-Identity 309,307 536,163 101,078 246,558 162,950 205,997 123,660 74,175
Indian Chinese (Taiwanese) Japanese Vietnamese Filipino Korean Southeast Asian Other Asian
AA1: Very Westernized Self-Identity 7.6% 7.0% 4.5% 2.0% 8.8% 3.0% 1.6% 1.4%
AA2: Bicultural Western Identified 3.4% 2.8% 0.5% 1.2% 3.4% 1.0% 0.8% 0.4%
AA3: Bicultural 3.2% 4.6% 1.1% 3.0% 4.1% 2.2% 1.5% 0.6%
AA4: Bicultural Asian Identified 2.4% 4.4% 1.2% 2.8% 2.2% 2.8% 1.1% 0.6%
AA5: Very Asian Self-Identity 2.2% 3.9% 0.7% 1.8% 1.2% 1.5% 0.9% 0.5%
Indian Chinese (Taiwanese) Japanese Vietnamese Filipino Korean Southeast Asian Other Asian
AA1: Very Westernized Self-Identity 112.1 85.7 155.0 52.9 124.3 80.6 75.9 109.1
AA2: Bicultural Western Identified 133.4 91.3 49.1 82.1 127.4 71.0 94.6 89.7
AA3: Bicultural 83.5 100.1 68.5 135.6 101.9 103.1 127.6 83.8
AA4: Bicultural Asian Identified 73.4 111.0 83.6 147.6 65.4 150.4 108.4 92.1
AA5: Very Asian Self-Identity 93.1 134.0 71.5 130.2 47.0 111.4 118.2 121.6
AsianicityT M /Acculturation Segment
Asian Country of Origin
AsianicityTM/Acculturation Segment
Asian Country of Origin
Geoscape® American Marketscape DataStreamTM
Segmentation Matrix Summary Percents
AsianicityTM/Acculturation Segment
Asian Country of Origin
Geoscape® American Marketscape DataStreamTM
Segmentation Matrix Summary Indices
Geoscape® American Marketscape DataStreamTM
Segmentation Matrix Summary Population Counts
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Country of Origin: Asians
Chinese & Taiwanese combined form the largest Asian country of origin segment followed by East Indian, Filipino, Vietnamese and Korean.
47 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Indian19%
Other S. Asia3%
Oth. S-E Asia7%
Chinese & Taiwanese23%
Filipino19%
Japanese7%
Korean10%
Vietnamese11%
Other Asia1%
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Country of Origin: Asian Americans in
Five States
The mix of Asian origin countries varies considerably among the top 5 states – California has the largest number of Asians and Washington has the most even proportion of country groups.
48 Source: Geoscape, American Marketscape DataStream: 2011 Series.
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
CA IL NY TX WA
As
ian
Po
pu
lati
on
(in
millio
ns
)
States
Other Asia
Vietnamese
Korean
Japanese
Filipino
Chinese & Taiwanese
Other S-E Asia
Other S. Asia
Indian
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Asian Foreign Born Population by Country
Among foreign-born Asians, Vietnamese are the most likely to be foreign-born followed by Koreans, Asian Indians, and Filipinos.
49 Source: Geoscape, American Marketscape DataStream: 2011Series.
62.80%60.81%
30.33%
71.80%
68.14%
43.28%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Pe
rce
nt A
sia
n F
ore
ign
Bo
rn P
op
ula
tio
n
Place of Birth
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
U.S. IMMIGRANT
POPULATION
Facts and Figures
50 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Legal Immigration from 2000 to 2009
9,168,612 PERSONS OBTAINED
LEGAL PERMANENT RESIDENT
STATUS
• 3,962,381 Americans 1,540,099 Mexicans
909,072 Caribbean Islanders
755,234 South Americans
544,117 Central Americans
213,841 Canadians
• 2,994,336 Asians
• 1,315,537 Europeans
• 636,938 Africans
452,196 PERSONS GRANTED
REFUGEE STATUS
51 Source: Yearbook of Immigration Statistics: 2008, U.S. Department of Homeland Security.
Both legal and illegal immigration remains strong, although it has tapered off since 2007 and is likely to remain somewhat flat until immigration reform is resolved among state and federal lawmakers.
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Le
ga
l Pe
rma
ne
nt
Re
sid
en
t S
tatu
s
Year
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Mexico57%
Central America10%
South America7%
Carribean5%
Asia12%
Middle East1%
Europe & Canada5%
All Other3%
Unauthorized Immigrants in the U.S.
U.S. IS CURRENTLY HOME TO ABOUT 11.2 MILLION
UNAUTHORIZED IMMIGRANTS
• Roughly 6.3 million are from Mexico
• Another 2.4 million come from other Latin American
countries
• Majority of these immigrants are young men – aged 20 -35
years old
ACCORDING TO THE MOST RECENT CENSUS DATA ,THE
2009 IN-FLOW OF NEW IMMIGRANTS FROM MEXICO IS
THE LOWEST SEEN IN A OVER A DECADE
• March 2008 -March 2009 only saw approximately 175,000
new arrivals – roughly 41% less than the previous year
MEXICO IS THE LEADING COUNTRY OF ORIGIN FOR
IMMIGRANTS ENTERING THE UNITED STATES
• Additionally, roughly 60% of all unauthorized immigration
comes from Mexico
• The vast majority of immigration decline across the U.S. is a
result of declining numbers of unauthorized immigrants
crossing the border
ALL PEOPLE WITH STEADY RESIDENCES ARE
REPRESENTED IN AMDS POPULATION ESTIMATES
REGARDLESS OF LEGAL STATUS
• 2.2 million legal non-immigrants with student and work visas
are included in AMDS
52
Sources 1. Department of Homeland Security, 2008
2. Jeffrey S. Passel and D‟Vera Cohn; U.S. Unauthorized Immigration Flows
Are Down Sharply Since Mid-Decade, September 2010. Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
INCOME, SOCIOECONOMIC
STRATA AND CONSUMER
SPENDING DYNAMIX™
Economics
53 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Median Household Income by Culture Group
Asians top the list in terms of annual household income, due in part to both the disproportionately large number in working age cohorts and to their higher levels of educational attainment. Hispanics are about 17 percent below the overall median.
54 Source: Geoscape, American Marketscape DataStream: 2011 Series.
$69,095
$34,451
$56,237
$43,480
$53,202
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
Asian & P.I. Black White Hispanic Total
Inc
om
e
Median Household Income
HHsMedian HH
Income
Mean HH
Income
Aggregate HH
IncomeTotal 119,073,452 $53,202 $63,866 $7,604,724,611,813
White 97,866,614 $56,237 $66,273 $6,485,867,571,455
Black 14,579,344 $34,451 $45,456 $662,723,228,580
Asian & Pacific Islander 4,521,922 $69,095 $77,430 $350,132,132,321
Hispanic 14,107,543 $43,480 $53,659 $757,001,355,342
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
14,374,862
4,280,695
13,713,851
0.00
2,000,000.00
4,000,000.00
6,000,000.00
8,000,000.00
10,000,000.00
12,000,000.00
14,000,000.00
16,000,000.00
Ho
us
eh
old
Co
un
ts b
y R
ac
e
Percent Households by Income Ranges
African American Asian Hispanic
23.10%
14.12%
12.81%
14.84%
16.29%
8.79%
7.01%
3.04%
$150,000 or more
$100,000 to $149,999
$75,000 to $99,999
$50,000 to $74,999
$35,000 to $49,999
$25,000 to $34,999
$15,000 to $24,999
less than $15,000
10.37%7.46%7.55%11.12%
17.74%
13.43%
17.16%
15.17%
14.31%
13.46%
13.16%
16.37%
18.99%
10.63%
8.78%
4.30%
Income Ranges by Ethnicity/Race
55 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Over 40% of Hispanic households earn more than $50,000 per year
and 71% earn over $25,000 per year.
Nearly 50% of African American households
earn over $35,000 per year
Over 63% of Asian households earn more than $50,000 per year
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
0
20
40
60
80
100
120
140
An
nu
al E
xp
en
dit
ure
s U
SD
(in
billio
ns
)
Categories
Annual Aggregate Hispanic Consumer
Expenditures per Household in USD
Hispanic spending is quite substantial in all major categories, especially due to their relative youth and larger than average household size. Total aggregate Hispanic consumer
spending for 2011 is over 593 Billion.
56 Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2011.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
0
20
40
60
80
100
120
An
nu
al E
xp
en
dit
ure
s U
SD
(in
billio
ns
)
Categories
Annual Aggregate African American Consumer
Expenditures per Household in USD
African American spending is higher relative to other groups in health care, personal care and utilities—a reflection of their age, lower household income and their presence in cooler climates. Total aggregate Black consumer spending for 2011 is
over 506 Billion.
57 Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2011.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Annual Aggregate Asian American Consumer
Expenditures per Household in USD
Asian American & Pacific Islander spending is quite substantial in all major categories—especially noteworthy are the expenditures in personal insurance and pensions compared to Hispanic and African American households; this is partially due to their relatively
high level of household income. Total aggregate Asian consumer spending for 2011 is over 288 Billion.
58 Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2011.
0
10
20
30
40
50
60
70
80
An
nu
al E
xp
en
dit
ure
s U
SD
(in
billio
ns
)
Categories
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Top Hispanic Consumer Spending Categories
59 Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2010.
Hispanics consume more than the average American household in many categories. Among those over-indexing categories are Apparel and various food products consumed in the home.
0
100
200
Apparel & Services Subtotal*
BeefPoultry
Fresh FruitsFats & Oils
116%
134% 135% 133%123%
Exp
en
dit
ure
Ind
ex
Categories
Average household spending is 100 percent and
the shown categories are among those with above
average spending.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Top Asian Consumer Spending Categories
60 Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2010.
Asians consume far more than the average American household in various categories such as apparel, certain foods consumed at home, certain entertainment categories and education.
100
200
300
Apparel & Services
Subtotal*
Cereals & Cereal
Products Subtotal*
Poultry Fish & Seafood
Fresh Fruits Fresh Vegetables
Fees & Admissions
Subtotal
Education Subtotal
126%
180%
141%
269%
156%
198%
130%
186%
Ex
pe
nd
itu
re In
de
x
Categories
Average household spending is 100 percent and
the shown categories are among those with above
average spending.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Hispanics and Asians drive consumer
spending growth
61 Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2010.
N-H White 2.39
N-H Black 2.58
N-H Asian 2.90
Hispanic 3.32
Average Household Size
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Annual Consumer Spending Growth „09 –‟10
POPULATION RANKING
BY METRO MARKETS
Multicultural DMAs
62 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
Top Ten Multicultural DMAs
Los Angeles is home to the largest ethnic population with African Americans, Asians and Hispanics numbering more than 11.6 million.
63
Designated Market Area Population Group 1990 2000 %Change 2011 %Change %Total 2016 %Change
African-American & Black (non-Hispanic) 1,168,997 1,181,524 1.1% 1,040,285 -12.0% 5.9% 1,024,322 -1.5%
Asian & Pacific Islander (non-Hispanic) 1,294,204 1,714,098 32.4% 2,062,889 20.3% 11.6% 2,227,251 8.0%
Hispanic 4,635,170 6,466,855 39.5% 8,124,663 25.6% 45.8% 8,814,324 8.5%
Total Population 14,389,453 16,143,887 12.2% 17,730,578 9.8% - 18,436,124 4.0%
African-American & Black (non-Hispanic) 3,032,645 3,242,087 6.9% 3,314,680 2.2% 15.6% 3,326,245 0.3%
Asian & Pacific Islander (non-Hispanic) 852,331 1,396,910 63.9% 1,952,467 39.8% 9.2% 2,159,260 10.6%
Hispanic 2,724,892 3,750,958 37.7% 4,585,853 22.3% 21.6% 4,958,114 8.1%
Total Population 18,567,086 20,181,238 8.7% 21,209,696 5.1% - 21,707,615 2.3%
African-American & Black (non-Hispanic) 1,551,534 1,684,815 8.6% 1,675,029 -0.6% 17.0% 1,685,064 0.6%
Asian & Pacific Islander (non-Hispanic) 251,012 387,879 54.5% 534,922 37.9% 5.4% 596,541 11.5%
Hispanic 873,451 1,497,599 71.5% 2,065,963 38.0% 20.9% 2,296,839 11.2%
Total Population 8,364,117 9,274,187 10.9% 9,866,620 6.4% - 10,167,589 3.1%
African-American & Black (non-Hispanic) 500,454 462,534 -7.6% 418,348 -9.6% 5.8% 422,098 0.9%
Asian & Pacific Islander (non-Hispanic) 878,413 1,291,017 47.0% 1,659,411 28.5% 23.1% 1,867,662 12.5%
Hispanic 880,302 1,288,642 46.4% 1,679,293 30.3% 23.3% 1,902,325 13.3%
Total Population 5,950,866 6,680,641 12.3% 7,194,175 7.7% - 7,666,619 6.6%
African-American & Black (non-Hispanic) 701,572 824,586 17.5% 974,332 18.2% 15.1% 1,049,320 7.7%
Asian & Pacific Islander (non-Hispanic) 129,183 226,706 75.5% 366,790 61.8% 5.7% 440,219 20.0%
Hispanic 802,951 1,410,991 75.7% 2,262,769 60.4% 35.2% 2,695,411 19.1%
Total Population 4,013,968 4,997,023 24.5% 6,432,444 28.7% - 7,129,864 10.8%
African-American & Black (non-Hispanic) 602,156 750,020 24.6% 914,457 21.9% 12.4% 1,014,121 10.9%
Asian & Pacific Islander (non-Hispanic) 96,043 196,665 104.8% 340,337 73.1% 4.6% 409,928 20.4%
Hispanic 538,515 1,174,767 118.1% 2,095,626 78.4% 28.4% 2,529,593 20.7%
Total Population 4,496,693 5,761,057 28.1% 7,383,403 28.2% - 8,136,784 10.2%
African-American & Black (non-Hispanic) 563,374 749,753 33.1% 891,309 18.9% 20.3% 919,157 3.1%
Asian & Pacific Islander (non-Hispanic) 39,877 67,351 68.9% 97,714 45.1% 2.2% 106,643 9.1%
Hispanic 1,064,674 1,575,704 48.0% 2,110,143 33.9% 48.0% 2,318,548 9.9%
Total Population 3,270,600 3,955,969 21.0% 4,397,245 11.2% - 4,554,510 3.6%
African-American & Black (non-Hispanic) 875,706 1,321,869 50.9% 1,916,640 45.0% 28.3% 2,154,772 12.4%
Asian & Pacific Islander (non-Hispanic) 54,303 143,610 164.5% 263,560 83.5% 3.9% 314,363 19.3%
Hispanic 64,461 325,007 404.2% 756,501 132.8% 11.2% 939,137 24.1%
Total Population 3,788,924 5,149,717 35.9% 6,766,015 31.4% - 7,342,042 8.5%
African-American & Black (non-Hispanic) 1,090,218 1,299,991 19.2% 1,479,831 13.8% 23.0% 1,560,662 5.5%
Asian & Pacific Islander (non-Hispanic) 203,195 329,981 62.4% 530,040 60.6% 8.2% 622,332 17.4%
Hispanic 224,860 439,500 95.5% 809,155 84.1% 12.6% 981,114 21.3%
Total Population 4,729,289 5,481,417 15.9% 6,442,576 17.5% - 6,891,095 7.0%
African-American & Black (non-Hispanic) 1,166,085 1,295,006 11.1% 1,454,398 12.3% 18.1% 1,506,281 3.6%
Asian & Pacific Islander (non-Hispanic) 133,620 233,186 74.5% 368,377 58.0% 4.6% 415,926 12.9%
Hispanic 275,700 468,380 69.9% 739,010 57.8% 9.2% 858,140 16.1%
Total Population 7,133,137 7,532,764 5.6% 8,043,711 6.8% - 8,241,559 2.5%
#7 Miami-Ft. Lauderdale
#8 Atlanta
#9 Washington, DC
(Hagerstown)
#10 Philadelphia
#1 Los Angeles
#2 New York
#3 Chicago
#4 San Francisco-
Oakland-San Jose
#5 Houston
#6 Dallas-Ft. Worth
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.
DMA Percent Multicultural Population >500,000
Ranked by Multicultural Pop Counts
64 Source: Geoscape, American Marketscape DataStream: 2011 Series.
Top 10 DMAs
• Los Angeles
• San Francisco-Oakland-San Jose
• Houston
• Miami-Ft. Lauderdale
• San Antonio,
• Fresno-Visalia
• Albuquerque-Santa Fe
• Honolulu
• Harlingen-Weslaco Brownsville-
McAllen
• El Paso (Las Cruces)
Many of the largest DMA’s have become culturally-diverse—
implying that the opportunity to serve American consumers
must take into account a variety of tastes and
preferences .
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APPLYING THE DATA
Business Implications
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Practical Applications for Business
Situations
• STRATEGIC PLANNING
• MARKET POTENTIAL ASSESSMENT
• PRODUCT DEVELOPMENT & POSITIONING
• DATABASE MINING & MODELING
• RETAIL SITE SELECTION & DISTRIBUTION
• MARKETING COMMUNICATIONS & MEDIA PLANNING
• PROMOTIONS & DIRECT RESPONSE
• MARKET RESEARCH: SURVEYS, FOCUS GROUPS, ETC.
• INDUSTRY SPECIFIC INTELLIGENCE APPLICATIONS
• SALES POTENTIAL AND FORECASTING
• CONSUMER SEGMENTATION AND TARGETING
• CUSTOMER RELATIONSHIP MANAGEMENT
66
Data from AMDS can be applied to a wide variety of situations and challenges using computerized applications such as the online Geoscape Intelligence System or GIS. Some of the applications are listed below—please contact a Geoscape
Client Advisor to learn more about how to put in into action.
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GLOSSARY
Definition of key terms
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Glossary
AGGREGATE HOUSEHOLD INCOME:
sum of the household income for all households within a given geography.
ASIANICITY:
Geoscape term for level of acculturation for the Asian population based on a blend of ethnicity, immigration, and language characteristics (see slide
42 for additional details).
DESIGNATED MARKET AREAS (DMAS):
Nielsen Media Research‟s non-overlapping geographic areas of analysis for local television markets that covers the continental United States,
defined annually.
FOREIGN-BORN:
persons who were not U.S. citizens at birth and were born outside of the United States or U.S. territories.
HISPANIC:
refers to a person of Spanish or Latin American origin of any race.
HISPANICITY:
Geoscape term for level of acculturation for the Hispanic population based on a blend of ethnicity, place of birth, immigration, and language
characteristics (see slide 27 for additional details).
HOUSEHOLD:
includes both family and non-family members occupying a single housing unit (e.g., apartment, mobile home, duplex, condo, and single family
dwelling).
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Glossary
HOUSEHOLD CONSUMER SPENDING:
the annual household expenditures for consumer goods and services such as food, shelter, apparel, entertainment, transportation, education, books,
insurance, and health care. Does not include financial investments like stocks, bonds, and savings accounts that are not part of a pension plan.
HOUSEHOLD INCOME:
the sum of all types of income (i.e., wages, pensions, interest, winnings, and government assistance) received in the calendar year by all household
members 15 years old and over
LEGAL PERMANENT RESIDENT:
foreign nationals who have been granted the right to reside permanently in the United States, often referred to simply as “immigrants” or “permanent
resident aliens.”
MEDIAN HOUSEHOLD INCOME:
the household income value that 50% of households are below and 50% are above
METROPOLITAN AREA:
a statistical area defined by a central city and the surrounding political areas liked to the central city by economic and urban bonds.
RACE:
categories include American Indians/Native Americans, Asians, Blacks/African Americans, Pacific Islanders, and White or one or more combination
of these
REFUGEE:
any person who is outside the country of his/her nationality, is unable or unwilling to return to that country for fear of persecution based on race,
religion, nationality, or political opinion – considered a special class of immigrant.
SOCIOECONOMIC STATUS (SES):
Blends variables such as income, education, occupation, and home ownership into a measure that helps identify propensity for household consumer
spending.
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