Market Overview

U.S. HISPANIC MARKET MADE EASY!

1 | At 45 million, Hispanics make up 15% of the total U.S. population.

2 | With a 3.3% increase between 2006 and 2007, Hispanics were the fastest growing and largest minority group in the country.

3 | There are 13.2 million Hispanics in California making up 36% of the State’s total population, and making it the largest Hispanic population of any state.

4 | 54% of Hispanics in Southern California are between the ages of 18 and 34...

5 | ... And this is Al Borde’s core Demographic!

The U.S. ranks second only to Mexico
as the country with the most Hispanics.

Source: The U.S. Census Bureau, May 2008

HISPANIC PURCHASING POWER

1 | Today’s 10 million-plus Hispanic households will soar to 13.5 million by 2010.

2 | These households will control $670 billion in personal income by 2013.

3 | Mexican-American households will account for $409 billion of this total.

4 | Hispanic households are younger on average than the U.S. general market.

5 | Currently 38% of Hispanic households are headed by someone under 35, and an additional 25% by someone between 35 and 44.

6 | By 2010, the under-45 Hispanic market will increase to 8 million households, and its purchasing power to $397 billion...

Source: The Hispanic Market in 2010, The Conference Board

U.S. HISPANIC YOUTH MARKET

Young Latinos are consuming more digital media than their general market counterparts

88% regularly surf the web

65% use a computer to listen to music

64% read news online

*14-24 years old

U.S. has 39 million Hispanic cell phone users, of which

53% are between the ages of 18 - 34...

... And another 20% are between 35 and 44 years old**

66% use their phone for mostly texting

80% download music

50% watch and download videos

*14-24 years old

ART DIRECTION: AL BORDE
PHOTOGRAPHY: BAIN STUDIOS, PASADENA
* mun2, Latino Youth Study, 2007
** electronicretailermag.com