Multi-ethnic Demographics

2010 Census Shows America’s Diversity

Click here to view the press release from the Census Bureau

Projected Population of the United States

Percent of Total Population	2050
White Alone	46
Black alone	15
Asian alone	9
All other races*	8
Hispanic (of any race)	30

*Includes America Indian and Alaska Native alone, Native Hawaiian and other Pacific islander alone, and Two or More Races
Soure: U.S Census Bureau, 2008 Projections

Ethnic Buying Power

Consider these facts:

• Hispanic buying power is expected to reach $1.5 trillion in 2015*
• African-American buying power is expected to reach $1.2 trillion by 2015*
• Asian-American buying power is expected to reach $775 billion by 2015*
• Native American buying power is expected to reach $90.4 billion by 2015*

Source: Selig Center for Economic Growth at the University of Georgia’s Terry College of Business

 

 

The African-American Market

U.S. Population

It is projected that African-Americans will represent 15% of the U.S. population by 2050.

 

 

Market	Population (000)
New York	3363
Atlanta	1708
Chicago	1646
Washington DC	1438
Philadelphia	1242
Miami	1169
Houston	1026
Detroit	980
Dallas	962
Los Angeles	908
Baltimore	779
Memphis	601
Virginia Beach	522
St. Louis	516
Charlotte	421
Cleveland	416
New Orleans	397
Richmond	375
San Francisco	364
San Juan	345
Orlando	345
Boston	331
Tampa	329
Ontario	322
Birmingham	318

Average Household Size

African-American HHs are somewhat larger than White HHs.
Source: Census 2010, U.S. Census Bureau

 

 

Population by Age

Compared to Whites, African-Americans are somewhat younger and fewer are over 50.
Source: U.S. Bureau of the Census, Projections 1995-2050

 

	African-American	White
Under 18 Under 13 13-17 Adults 18+ 18-24 25-34 35-49 50+	32% 23 9 68% 11 15 22 20	25% 18 7 75% 9 13 24 30

 

Educational Attainment

African-Americans' educational attainment trails behind Whites
Source: Census 2000, U.S. Census Bureau

	African-American (%)	White (%)
Completed 4 years of Highschool or more 1990 2000	66 79	79 88
Completed 4 years of College or more 1990 2000	11 17	22 28

 

Buying Power

While Whites have greater buying power, the % increase in buying power for African-Americans is 57% higher than Whites.
Source: The Buying Power of Black Americans, 7th Edition

Buying Power (in Billions$)

	1990	2000	2007	% Increase '90 vs. '07
African-Americans Whites	317 3739	589 5800	853 7910	169 112

 

 

 

U.S. Hispanic Population Statistics

Population

Growing Hispanic Population

According to the 200 Census, Hispanics will constitute one-quarter of the U.S. Population by 2010-- earlier than projected by the '90 Census.
Source: U.S. Department of Commerce, Population Projections of the US by Age, Sex, Race and Hispanic Origin: 1995-2050
* Projections Based on 1990 Census
** Projections Based on 2000 Census

Origin of Legal Immigrants The majority of legal U.S. immigrants are coming from Spanish-speaking countries and Asia * Excludes Spain Source: U.S. Department of Justice, Immigration & Naturalization Service, "Legal Immigration, Fiscal year 1998", Report

Demographics

% of Population under 25 yrs. old 2000 U.S. Hispanics are a young segment Source: U.S. Department of Commerce, Population Projections of the US by Age, Sex, Race and Hispanic Origin: 1995-2050

 

Buying Power Hispanics' buying power is on the rise Source: Selig Center for Economic Growth: Terry College of Business, The University of Georgia, Q2 '02

Educational Attainment

Hispanics' educational attainment trails behind African-Americans and Whites
Source: Census 2000, U.S. Census Bureau

	Hispanic (%)	African-American (%)	White (%)
Completed 4 years of Highschool or more 1990 2000	51 57	66 79	79 88
Completed 4 years of College or more 1990 2000	9 11	11 17	22 28

 

Market Composition

Hispanics'* Origin 2000 Mexicans account for the majority of today's U.S. Hispanics * Includes Ancestry of U.S. born Hispanics Source: Census 2000, U.S. Census Bureau

History/Residence

Motivators for migrating are not only economic
Source: Hispanic Market Handbook, M. Isabel Valdes & Marta H. Sedane 1995

	History/Reasons for Migrating	Primarily reside
Mexico	Highly Fragmented, Many are long time US citizens (some never migrated), Many recently crossed the border, Economic	A, San Francisco, Houston, San Antonio, Chicago
Puerto Rico	Already US Citizens upon arrival, Economic, Families Reuniting	New York
Central America	Political Unrest, Economic	New York, Miami, Houston, LA
South America	Economic	New York, Miami, Houston, LA
Cuba	Exiled, Political Unrest	Miami
2000	11	17

 

Top 20 U.S. Hispanic Markets

Source: Census 2000, U.S. Census Bureau

Market	Population (000
New York	2161
Los Angeles	1,719
Chicago	754
Houston	731
San Antonio	671
Phoenix	450
El Paso	432
Dallas	423
San Diego	311
San Jose	270
Santa Ana	257
Miami	238
Hialeah	205
Austin	201
Albuquerque	179
Denver	176
Tuscon	174
Fresno	171
Laredo	166
Long Beach	165

Emerging Hispanic Markets

% of the Population that is Hispanic
* PPT/Diff = Percentage Point Difference from 1990-2000
Source: Census 2000, American Factbook for US 1990 and 2000 Quick Tables for Cities, Multi channel News Oct 29,2001

	1990	2000	PPT Diff*	Trends
Bakersfield, CA	28	38	+10	Second largest agricultural county in the US. Colleges and new light industry bring more Hispanics into middle class.
Yakima, WA	24	36	+12	Large farming industry and 60% of new businesses are Hispanic owned.
Las Vegas, NV	11	22	+11	Hispanic population growth is 4* faster than non-Hispanic. Construction and Hotel/Culinary industries spur growth.
Providence, RI	7	13	+6	Puerto Rican, Mexican, Dominican, and Guatemalan heavily represented. Many blue collar working in the jewelry manufacturing industry.
Salt Lake City, UT	6	12	+6	Most Latinos come from Mexico (68%), but many come from Central America and Peru. The Olympics brought construction, hotel, and food industry employment.

The Asian-American Market

Population Size

 

According to the 200 Census, Hispanics will constitute one-quarter of the U.S. Population by 2010-- earlier than projected by the '90 Census.

Source: U.S. Department of Commerce, Population Projections of the US by Age, Sex, Race and Hispanic Origin: 1995-2050

* Projections Based on 1990 Census
** Projections Based on 2000 Census

Who is an ‘Asian American’?

88% of Asian Americans are comprised by 6 specific ethnic segments (in rank by order of national population)

Source: American Community Survey 2006

Income

• Median HHI in 2006 for Asians was $64k, $15k ahead of total population
• Asians have the highest % of HHs in the upper income ranges: 43% of Asians earn more than $75k/year (index of 143 against total population) and 31% earn $100k+ (index of 160 against total population)
• Asians account for 6.8% of all HHs earning $150k+/year, although they account for only 5% of the total population

Sources: Census 2000, American Community Survey 2006, and Census Bureau Report on Income, Poverty and Health Insurance Coverage in the U.S., 2006

Purchasing Power

• Total annual Asian purchasing power in 2007: $459 billion
• 70.8% growth in Asian purchasing power between 2000 and 2007
• Projected future Asian purchasing power growth: $670 billion by 2012

Source: Selig Center for Economic Growth, Third Quarter 2007

Education

48% of Asians hold a BA degree or higher; Index to total population – 179

Asians: % foreign born and native language preference – National Statistics

Source: American Community Survey 2006

Asian Population

Distribution

• Tier 1 States: CA, NY, TX: contain cumulative 52% of all Asians

• If add tier 2 states: NJ, IL, MA, WA, VA, FL, cum increases to 76% of all Asians

• If add tier 3 states: PA, MD, OH, NC, GA, MI, WI, CO, AZ, OR: cum increases to 90% of all Asians

Source: American Community Survey 2006

Other Key Data

• Asian home ownership rate: 60% of Asians own their own home vs. 67% of the total population

• Asians have the highest mean home values of all groups (including non-Hispanic whites) in 48 of the 50 states in the U.S.

• Asian average family size: 3.53 people, vs. 3.20 within the total population

• Asian median age: 34, vs. 36 in the total population

• Asian % married-couple families: 82%, vs. 77% within the total population (universe: married families)

• Asian % families with children under the age of 18: 58%, vs. 46% within the total population

Source: Census 2000, American Community Survey 2006