Important Facts Latinos make up nearly 13% of the total US population. By the year 2020, Latinos are expected to comprise 50% of California’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 NOW comprise 46%. 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 L.A. DMA is home to 1.7 million Hispanic home owners 35% of Hispanics own their home – 1 of 4 homeowners in LA is Hispanic The purchasing power of Hispanics has increased by 118 % in the last 10 years Hispanics spent $4.8 billion in new vehicle purchase in 2002 Hispanics spent $1.8 billion for gasoline in 2002 Hispanics bought 25.4 million movie tickets in 2002 Each month, LA Hispanics send $194 million outside the US In 2002, 2.9 million banking customers were Hispanics Over 2 Million LA Hispanics use credit cards – up from 1.7 Million four years ago. Spanish is the dominant language in 1/3 of upper income households Latinos are heavy users of media; 80% prefer Spanish radio, 64% prefer Spanish TV, 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, Hispanic Chamber of Commerce of Orange County, Scarborough Research, La Opinion Newspaper. © 2005 L&A MARKETING AND ADVERTISING, INC.