| |
 |
OREGON - WASHINGTON - IDAHO
NORTHWEST HISPANIC MARKETING, RESEARCH, TRAINING AND ADVERTISING
A Condensed Briefing From The
2008 Larson NW Hispanic Market Report
Continued Astonishing Growth
Northwest Hispanic population and buying power has soared in the last decade to a 2006 total of 1,024,264 Hispanic residents with over $13 billion to spend, save, and invest. In short, the numbers roughly double every decade in the region. This does NOT count the substantial added impact of the Latino seasonal migrant work force inhabiting the area about 8 months out of the year. In some areas, such as Yakima, this doubles the Hispanic population during the agricultural season. High growth will be sustained by very high birth rates followed by continued immigration.
| 2006 Resident Hispanic Population/Buying Power |
| Washington |
517K/$6.8 Billion |
| Oregon |
384K/$5.0 Billion |
| Idaho |
124K/$1.6 Billion |
Why In The Northwest?
There are 3 key reasons:
- We have an extremely unique combination of employment opportunities in high-tech, manufacturing, tourism, as well as traditional agricultural jobs.
- The heavy northward movement of 2nd and 3rd generation Hispanics continues from the border states and includes large numbers of entrepreneurs.
- Very high birthrates.
Rapid Growth will continue, this according to even the most conservative estimates:
| State |
2003 |
2006 |
2015 |
2025 |
| Washington |
473K |
517K |
737K |
965K |
| Oregon |
308K |
384K |
444K |
589K |
| Idaho |
110K |
124K |
170K |
220K |
Large Young Families Spend More Money
Nearly 75% of permanent NW Hispanic residents are under the age of 35. The market profile is one of growing, larger-than-average sized families buying everything that such families need and want. As a result, Hispanic spending soars in many retail categories.
Examples of NW Hispanic Retail Spending by State
|
| Retail Category |
Washington |
Oregon |
Idaho |
| Grocery/Supermarket |
$1.0 Billion |
$768 Million |
$245 Million |
| Auto Dealerships |
$448 Million |
$336 Million |
$107 Million |
| Apparel |
$192 Million |
$144 Million |
$46 Million |
Bicultural Northwesteners -- About 80% of Mexican Origin
Proximity to the country of origin, today's travel and communications options, plus the proliferation of Spanish media throughout the region has resulted in a very high level of "biculturalism" in NW Hispanic families. Bilingual or not, most of the permanent NW Hispanic population prefers Spanish in the home, and many forms of ethnic foods, entertainment, cultural oriented community events, and Spanish media where available.
SOURCE: The Larson Northwest Hispanic Market Report, 2006 - 2007 Edition.
Click here to order the complete 2008 Report
|
|
|
