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Hispanic and Latino Market Statistics

Hispanic Heritage Month 2007:
Sept. 15 – Oct. 15

In September 1968, Congress authorized President Lyndon B. Johnson to
proclaim National Hispanic Heritage Week, which was observed during the
week including Sept. 15 and Sept. 16. The observance was expanded in 1988
to a monthlong celebration (Sept. 15 -- Oct. 15). America celebrates the
culture and traditions of U.S. residents who trace their roots to Spain,
Mexico and the Spanish-speaking nations of Central America, South America
and the Caribbean. Sept. 15 was chosen as the starting point for the
celebration because it is the anniversary of independence of five Latin
American countries: Costa Rica, El Salvador, Guatemala, Honduras and
Nicaragua. In addition, Mexico and Chile celebrate their independence days
on Sept. 16 and Sept. 18, respectively.

44.3 million
The estimated Hispanic population of the United States as of July 1, 2006,
making people of Hispanic origin the nation's largest ethnic or race
minority. Hispanics constituted 15 percent of the nation’s total
population. (This estimate does not include the 3.9 million residents of
Puerto Rico.)

About 1
. . . of every two people added to the nation's population between July 1,
2005, and July 1, 2006, was Hispanic. There were 1.4 million Hispanics
added to the population over the period. <

Percentage increase in the Hispanic population between July 1, 2005, and
July 1, 2006, making Hispanics the fastest-growing minority group. <

102.6 million
The projected Hispanic population of the United States as of July 1, 2050.
According to this projection, Hispanics will constitute 24 percent of the
nation's total population by that date.

22.4 million
The nation's Hispanic population during the 1990 census -- just slightly
over half the current total. <>

Ranking of the size of the U.S. Hispanic population worldwide, as of 2005.
Only Mexico (106.2 million) and Colombia (43 million) had larger Hispanic
populations than did the United States (42.7 million). (Spain had a
population of 40.3 million.) <>

The percentage of Hispanic-origin people in households who are of Mexican
background. Another 9 percent are of Puerto Rican background, with
3.5 percent Cuban, 3 percent Salvadoran and 2.7 percent Dominican. The
remainder are of some other Central American, South American or other
Hispanic or Latino origin. (Source: 2005 American Community Survey)

Roughly half of the nation's Dominicans live in New York City and about
half of the nation's Cubans in Miami-Dade County, Fla.
(Source: 2005 American Community Survey)

27.4 years
Median age of the Hispanic population in 2006. This compares with 36.4
years for the population as a whole.

Number of Hispanic males in 2006 per every 100 Hispanic females. This was
in sharp contrast to the overall population, which had 97 males per every
100 females. <

States and Counties

The percentage of the Hispanic-origin population that lives in California
or Texas. California is home to 13.1 million Hispanics, and Texas is home
8.4 million. <

The number of states with at least a half million Hispanic residents. They
are Arizona, California, Colorado, Florida, Georgia, Illinois,
Massachusetts, Nevada, New Jersey, New Mexico, New York, North Carolina,
Pennsylvania, Texas and Washington. <

The percentage of New Mexico's population that is Hispanic, the highest of
any state. Hispanics also make up more than a quarter of the population in
California and Texas, at 36 percent each, and Arizona (29 percent). <

4.7 million
The Hispanic population of Los Angeles County, Calif. -- the largest of any
county in the nation.

The increase in Texas' Hispanic population between July 1, 2005, and July
1, 2006, which led all states. California (283,000), Florida (161,000)
and Arizona (102,000) also recorded large increases.

Number of states in which Hispanics are the largest minority group. These
states are: Arizona, California, Colorado, Connecticut, Florida, Idaho,
Iowa, Kansas, Maine, Massachusetts, Nebraska, Nevada, New Hampshire, New
Jersey, New Mexico, Oregon, Rhode Island, Texas, Utah, Vermont, Washington
and Wyoming. <


Source for statements in this section: Hispanic-owned Firms: 2002, at <>

1.6 million
The number of Hispanic-owned businesses in 2002.

The rate of growth of Hispanic-owned businesses between 1997 and 2002 (31
percent) compared with the national average (10 percent)
for all businesses.

$222 billion
Revenue generated by Hispanic-owned businesses in 2002, up 19 percent from

. . . of all Hispanic-owned firms were owned by Mexicans, Mexican-Americans
and Chicanos.

Number of Hispanic-owned firms with receipts of $1 million or more.

-- 43 percent of Hispanic-owned firms operated in construction;
administrative and support, and waste management and remediation services;
and other services, such as personal services, and repair and
maintenance. Retail and wholesale trade accounted for 36 percent of
Hispanic-owned business revenue.

-- States with the fastest rates of growth for Hispanic-owned firms between
1997 and 2002 included New York (57 percent),
Georgia and Rhode Island (56 percent each), and Nevada and South
Carolina (48 percent each).

-- Counties with the highest number of Hispanic-owned firms were Los
Angeles County (188,422);
Miami-Dade County (163,187); and Harris County, Texas (61,934).

Families and Children

9.9 million
The number of Hispanic family households in the United States in 2006. Of
these households,
62 percent included children younger than 18.

The percentage of Hispanic family households consisting of a married

The percentage of Hispanic family households consisting of a married couple
with children younger than 18.

Percentage of Hispanic children living with two married parents.

Percentage of total population younger than 5 that was Hispanic as of July
1, 2006. <

Spanish Language

32.2 million
The number of U.S. household residents 5 and older who speak Spanish at
home. Spanish speakers constitute nearly one in eight U.S.
household residents. Among all those who speak Spanish at home, more than
one-half say they speak English very well.
(Source: 2005 American Community Survey)

Percentage of Texas residents who speak Spanish at home, which leads all
states. This compares with the national average of 12 percent.
(Source: 2005 American Community Survey)

Percentage of Hispanics 5 and older who speak a language other than English
at home. Of that number, about half speak English very well.
(Source: 2005 American Community Survey)

Income, Poverty and Health Insurance

The median income of Hispanic households in 2006, statistically unchanged
from the previous year after adjusting for inflation.
(Source: Income, Poverty, and Health Insurance Coverage in the United
States: 2006, at


The poverty rate among Hispanics in 2006, down from 21.8 percent in 2005.
(Source: Income, Poverty, and Health Insurance Coverage in the United
States: 2006, at <

The percentage of Hispanics who lacked health insurance in 2006, up from
32.3 percent in 2005.
(Source: Income, Poverty, and Health Insurance Coverage in the United
States: 2006, at


The percentage of Hispanics 25 and older who had at least a high school
education in 2006.

The percentage of the Hispanic population 25 and older with a bachelor's
degree or
higher in 2006.

3.1 million
The number of Hispanics 18 and older who had at least a bachelor's degree
in 2006, up from
1.4 million a decade earlier.

Number of Hispanics 25 and older with advanced degrees in 2006 (e.g.,
master's, professional, doctorate).

Percentage of all college students in October 2005 who were Hispanic. Among
elementary and high school students combined, the corresponding proportion
was 19 percent.

Educational attainment levels are higher among certain Hispanic groups than
among others. For example, among Cubans 25 and older,
73 percent were at least high school graduates, and 24 percent had a
bachelor's degree or higher.


Percentage of Hispanics 16 and older who are in the civilian labor force.
(Source: 2005 American Community Survey)

The percentage of Hispanics 16 or older who work in management,
professional and related occupations. Approximately 24 percent of
Hispanics 16 or older work in service occupations; 22 percent in sales and
office occupations; 2 percent in farming, fishing and forestry occupations;
16 percent in construction, extraction, maintenance and repair occupations;
and 19 percent in production, transportation and material moving
(Source: 2005 American Community Survey)

Number of Hispanic chief executives. In addition, 49,200 physicians and
surgeons; 53,700 postsecondary teachers; 29,000 lawyers; and 3,300 news
analysts, reporters and correspondents are Hispanic. (Source: Upcoming
Statistical Abstract of the United States: 2008)


7.6 million
The number of Hispanic citizens who reported voting in the 2004
presidential election. The percentage of Hispanic citizens voting -- about
47 percent -- did not change statistically from four years earlier.
(Source: Voting and Registration in the Election of November 2004,at

Serving our Country

1.1 million
The number of Hispanic veterans of the U.S. armed forces. (Source: 2005
American Community Survey)

Would you like to target the Hispanic market with your advertising?
If so, check out these NMOA Hispanic Market Advertising Guides.

Hispanic/Latino Market Advertising Guide

Hispanic/Latino Market Advertising Guide- Master Series


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