The Larson Northwest Hispanic Market Report1,046,387 Hispanic Residents With $13.4 Billion In Buying Power
The Most Significant Market AreasAbout 84% of the region’s 1,046,387 permanent Hispanics, and most of the migrant working Latinos, areconcentrated in these seven DMAs (Designated Market Areas) where an astonishing 75% are under age 35. (Population/Buying Power Figures DO NOT Include Added Migrants)
Since Census 2010:200,000 More NW HispanicsWith $4 Billion More Buying PowerI. This region’s permanent Hispanic population nearly doubles every decade.2. Buying power has reached $13.4 billion. Retail spending is now $6.4 billion.3. High growth from within the current population is fostering biculturalism.4. Proliferation of Spanish language media continues throughout the region.5. Biculturalism is causing greatly increased Hispanic use of English media.6. Marketers and the news media took serious note of the 2010 U.S. Census.7. Hispanic-owned business ventures, and related organizations, are thriving.8. Non-stop airline flights from the NW to Mexico have started in Portland.9. Hispanic candidates have begun to enter... and to win... local and state races.
OREGON383,925
$5.0 Billion
IDAHO123,384
$1.6 Billion
PORTLAND260,000
$3.2 BILLION
MEDFORD/KLAMATH FALLS31,118
$405 MILLION
BOISE/NAMPA66,270
$862 MILLION
Southeastern Idaho 20,847
$271 Million
EUGENE/SPRINGFIELD26,965
$351 MILLION
SEA-TAC /WENATCHEE
310,574$3.7 BILLION
WASHINGTON539,078
$6.8 Billion
TRI-CITIES/YAKIMA228,584
$2.3 BILLION
Tri-Cities/Yakima DMA (Including Walla Walla, Hermiston)The Market
The Tri-Cities/Yakima’s DMA’s Hispanic population centers are split by about 80 miles with the Tri-Cities of Richland, Pasco, Kennewick (and including Walla Walla, Hermiston, OR., and “Columbia Basin Region”) in the south and the Yakima Metro (plus the “Lower Valley”) in the north. They really are two separate markets served by their own local Spanish media. About 60% of the Hispanic population is in the north Metro with the remainder in the Tri-Cities end of the DMA. Both areas share a giant influx of thousands of migrant Latinos each year in the agricultural heart of Washington. Households are very large at an average of 4.1 persons each.
(All Incomes Are For Permanent Hispanics And Do Not Include Migrants)
Income and Buying Power Tri-Cities Yakima Metro Total DMATotal Hispanic Resident Buying Power $1.0 Billion 1.3 Billion $2.3 BillionAverage Area Hispanic Household Income $40,483Total Resident Hispanic Retail Spending $473 Million $627 Million $1.1 Billion
Retail Spending (In Millions) Total DMAGrocery/Supermarkets $352Restaurants/Fast Food $132General Merchandise $1.1BillionApparel/Accessories $132Appliances/Furniture/Electronics $44Auto Dealerships $154Auto Fuel, Parts, Accessories, Services $66Drug/Variety Stores $33All Other Retailers $154
Population Distribution of Permanent Hispanic Residents (# Hispanic)
Yakima County 113,115Eastern Kittitas County 3,334Total Yakima Metro 116,449
Franklin County 43,352
TOTAL YAKIMA / TRI-CITIES PERMANENT HISPANIC RESIDENTS:
228,504
*The higher household income level reflects larger than average size households – not higher per capita income.
Census 2010
Benton County 34,291Walla Walla County 12,059Morrow County (Oregon) 3,609Umatilla County (Oregon) 18,744Total Tri-Cities / Columbia Basin 112,055
Tri-Cities Yakima Metro$152 $200$57 $75$473 Million $627 Million$43 $89$19 $25$66 $88$28 $38$14 $19$66 $88
POPULATION PROJECTIONS
The Hispanic Market is expected to grow 3 times fasterthan the rest of the population.
Despite the differences in Yellow Pages searches by Spanish-dependent and English speaking consumers, both demonstrate similar purchase habits.• Fully 85 percent of Spanish dependent consumers contacted a business after they
discovered it in the Yellow Pages.• Roughly 92 percent of Spanish-only speaking consumers made a purchase at a
place they found in the Yellow Pages.Another similarity lies in the reasons the two groups reference the Yellow Pages.• Approximately 87 percent of Spanish dependent users refer to the Yellow Pages for
home or personal reasons, with the remaining 13 percent for business. Source: Larson NW Research and Consulting
Yellow Pages Ads Result in Purchases, Regardless of Language
2005-2025
Total Population
2005
203,840
2015
235,850
2025
268,760
% Change
24%White Population 191,900 221,990 253,080 32%
Black Populatiion 3,980 4,570 5,170 30%
Hispanic Population (any race) 45,470 64,460 88,540 95%
Other Population 7,950 9,290 10,510 32%
Yellow Pages Directory Utilization
More than once a day
Once a day
2 or 3 times a day
once a week
2 or three times a week
once a month
Less than once a month
33218
3729
12396
70
70
27132
10398
110 HispanicWhite, non Hispanic
Source: Scarborough Research. Study:AZ 2008, Release 1: Aug. 2007-Jan. 200S
112
A LOOK AT HISPANIC TRENDS
Hispanic Population GrowthThe growth in Hispanic population boomed between 1990 and 2003, growing 61% from 21.9 million to 39.9 million and is the fastest-growing group in America Source: US Census Bureau
• The Hispanic population will triple by 2050, reaching 25% of the total U.S. population Source: Strategy Research Corp.
• Hispanic purchasing power will hit $675 billion in 2003 and $1.2 trillion by 2010 (The Santiago Solution Group)
• 53% of growth is due to births
Trends in Hispanic Advertising
• 18% of Hispanic made a direct mail purchase in 2002
• 72% of Hispanics say they open and read direct mail, 66% say they respond to it, 30% say they want to receive more of it
• 69% of Hispanic get more information about a product when it is advertised in Spanish than in English only
• 12.6 million Hispanic are currently online and spend more time than the average non-Hispanic consumer (9.5 hours per week - at home) Source: Wahlstrom Group
Past Economic Trends Suggest Hispanics are “Recession Aloof”During economic downturns, Hispanics’ income continued to increase, as did their spending.Hispanic households have multiple sources of income from immediate and extended family members which are pooled together, thus affording them greater proportions of disposable income. Source: AMA Hispanic Marketing f-bt Topic Series, American Marketing Association
The following are top headings referenced by Hispanics:
Rank 2000-2010 Spanish DependantUsage Share
1 Pizza 9.302 Automobile Parts - New & Used 5.783 Physicians & Surgeons 5.564 Restaurants 4.995 Automobile Repairing & Services 4.086 Attorneys/Lawyers 3.867 Dentists 3.638 Travel Agencies 3.189 Airline Companies 2.4910 Insurance 2.04
Listings & Ads 1 Zone 2 ZoneLine Listings(Name/Address 2 lines)
$200 $300
Bold Black Listing $250 $350
Bold Red Listing $350 $450
1/16 page $600 $900
1/8 page $850 $1,400
1/4 page(Includes up to 4 FREE bold line listings)
$1,500 $2,300
1/2 page(Includes up to 4 FREE bold line listings)
$2,300 $3,000
Full Page(Includes up to 4 FREE 1/16 ads)
$3,000 $4,500
Double Truck(Includes up to 4 FREE 1/16 ads)
$4,000 $5,500
Prime Spots (Includes 1 full page & up to 4 free 1/8 ads) Front Cover (4 spots available) $10,000 $11,000
Back Cover (2 spots available) $10,000 $11,000
Inside Front Cover $7,000 $8,000
Inside Back Cover $5,000 $6,000
Prime Tab $5,000 $6,000
Prime Slicks $4,000 $5,000
Spine (side of book) $6,000 $7,000
YELLOW PAGES PRICING LIST
All Prices are Annual!!!One-Time set up fee of $100
3 Zone$400
$450
$550
$1,200
$1,950
$3,000
$3,700
$6,000
$7,000
$12,000
$12,000
$9,000
$7,000
$7,000
$6,000
$8,000
Corner Cut $5,000 $6,000 $7,000
DISTRIBUTION OF DIRECTORIES1. Door to Door in pockets of areas with a high density of Hispanic
residents.2. Churches with Spanish-speaking congregations.3. Grocery Stores that cater to the Hispanic community.4. Distribution Racks in other businesses where there is a high level of
Hispanic foot traffic.
TRI-CITIES
Fiesta Foods Walmarts Super Mex
Pasco LibraryEl Charrito Rest.
Albertsons
Court St Laundry
Carne Max
Sammy’s Meat Market
Red Apple
Ranch & HomeMiramar Health Clinic La Clinica
Primo Cel
Carniceria La Barata
Great Wall Restaurant Francisco’s BakeryLucky Bridge Casino
La Hacienda del Sol
La Fiesta Party Supply
WALLA WALLA / HERMISTON
Super Mex Foods Walmarts Super 1 FoodsCarniceria La Barata Los Tapatios y Carniceria La Casita
Ranch & Home Walla Walla Plaza Library
Fiesta Foods
Novedades Valery
Andy’s Market PDQ Gas Station
YAKIMA / LOWER VALLEYYakimexWalmarts K-Mart
El Ranchito Carniceria La Barata Tienda La Tapatia Mercado Mexicano
The Gold Nugget Market Granger Travel Plaza Old Western Market Super Mex Yakima
Mercado Latino La Tienda Mexicana Carniceria Dos Estados Los Juanes Carniceria
Mercado El Rancho M & N Bakery Carniceria La Cabaña
Mercado y Carniceria de Grandview Su Mercado Carniceria Mi Pueblo Super Market Nick’s Mercado Latino II
Fiesta Foods
Mercado La Placita
* This List does not represent our entiredistribution points throughout the region.
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