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.
A POWERFUL CONSUMER
MARKET WITH ANNUAL SPENDING OVER $50 BILLION
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.
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