LCM

Important Facts

Latinos make up more than 13% of the total U.S. population.
By the year 2020, Latinos are expected to comprise 50% of California’s population. By the year 2050, they are expected to comprise 24% of the U.S. population.
Between 1990 and 2000, California’s total population grew by 13.8% while the state's Hispanic population grew a whopping 42.8%.
In the city of Los Angeles, Latinos comprise 47% of the population. By the year 2010, Hispanics will comprise over 50% of the city’s population.
Los Angeles and Orange counties have the second largest concentration of Latinos in the world after Mexico City.
The number of U.S. Hispanic households making more than $100,000 per year has grown by 126% in the past decade.
Nearly half of the U.S. Hispanic population own their homes, and 1 of 4 homeowners in LA is Hispanic.
Hispanic buying power is growing at nearly double the rate of non-Hispanic buying power. The purchasing power of Hispanics may reach $1 trillion by 2010.
Hispanics spent $9 billion on new vehicle purchases in 1994 and $22 billion in 2005.
Hispanics buy 10.8 movie tickets per person compared to 7.9 per person for the general market.
Each month, LA Hispanics send $194 million outside the U.S.
Over 2 million Hispanics in LA use credit cards – up from 1.7 million four years ago.
Spanish is the dominant language in 1/3 of upper income households.
The average age of the U.S. Hispanic population is 27.4 years, which is younger than the general population’s average of 36.4.
Latinos are heavy users of media: 80% prefer Spanish radio, 64% prefer Spanish TV and 40% prefer Spanish newspaper.
Latinos are more loyal to companies with messages in their language of comfort.

U.S. Census Bureau, U.S. Department of Commerce, U.S. Bureau of Labor Statistics, Hispanic Chamber of Commerce of Orange County, Scarborough Research, La Opinion Newspaper, The Selig Center for Economic Growth, HispanicBusiness.