With the changing face of Palm Beach County, it is more important than ever to accurately reach your target audience. The Hispanic community is the largest growing market in the county with a growth of over 453% in the last ten years; five times the rate of non-Hispanics. By the year 2005 Hispanics will constitute 13% of the population making them the largest minority group in the county. As this market gains in size many are only partially assimilated into the American culture and language. Many Hispanics want to maintain their own culture by viewing, listening, and reading media in their own language, therefore maintaining their own culture and traditions. Neither national television nor other national media impact this market as powerfully as the Spanish language publications. Statistics show 91% of U.S. Hispanics speak Spanish in the home and 67% are more comfortable with Spanish language media.

• There are more than 70,000 Hispanic households in Palm Beach County averaging 3.6 per household.
• Average Hispanic household spends $30,013 annually.
• Hispanic households have 2 or more people employed full time.
• 58% of Hispanics of Hispanics over 18 are employed full time.
• Median age of U.S. Hispanics is 26.5 compared to a median age of 32.2 for non-Hispanics.

AN ACTIVE CONSUMER MARKET

Hispanics spend on average $300 more per year on food than the general market. They are more likely to use over- the- counter products and experiment more with personal care products than the general market. 85% have at least one credit card, 45% have a calling card, and 73% have made a long distance call (within the U.S) in the last month. 68% of U.S. Hispanics won at least one automobile of which 18% of these cars were purchased in the past year. They are heavier purchasers of swimwear, neckties, men’s shirts and casual shoes, lingerie, and women’s slacks than the general market.