Wednesday, October 23, 2013

Marketing: Latinos in the Tri-State Area

By Claudio Iván Remeseira Follow @HispanicNewYork| Posted on Tuesday, October 22, 2013, at 9:00 a.m. ET. Last modified, Wed. Oct. 23, 2013, at 7:05 a.m.ET

Market research firm Nielsen, the Hispanic Federation, and El Diario La Prensa released on Monday a survey of NYMA Hispanic population entitled "Nueva York and Beyond: The Latino Communities in the Tri-State Region". These are some of their key findings:
  • While Puerto Ricans are still the largest Latino group at 31%, two in five Latinos in the Tri-State area are either Dominican, Mexican or Ecuadorian.
  • The most rapid growth of Latinos is taking place in those communities where few Latinos have traditionally settled, such as Rockland and Fairfield Counties.
  • Seven out of every ten Latinos in the region, 5 million in total, live in just ten counties in NY, NJ and CT.
  • Nearly one third of young Latinos living in urban areas are high or middle income earners.
  • Latinos are moving up the educational ladder: Nearly 1.2 million have at least some college education and nearly one million reported being high school graduates.
  • Nearly 60% of all Latinos in the region say they speak English very well or well.
  • Latinos account for $92 billion in household income in the New York Region.
  • Latinos across the region have high rates of cell phone/wireless usage.
  • The share of Latino adults who report shopping online increased 14% (to 74%) from 2009 to 2012.
  • Latinos and the media: More than three out of every four Hispanic households in NYC metro area pay for cable/satellite TV service.
  • For Latinos, reality TV is popular whether you are young or older, urban or suburban, more or less affluent.
  • Younger, lower-income Latinos in urban and dense suburbs report radio as the prime source of entertainment.

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