Demographics in the Yakima / Tri-Cities DMA

With about 75% of the Hispanics in the Yakima/Tri-Cities DMA under the age of 35, this region is fast becoming a marketer’s dream. Children and teens make up 44% of the population and the adult demographic consists of 18-34 year olds at 31% of the total population. There is a critical dynamic that is occurring within these demographics: acculturation. Driven by the 2nd generation of bicultural 18-24 year olds, combined with the predictable birth rates of the larger 18-34 year old group, the future of biculturalism is becoming more and more evident.

The Yakima/Tri-Cities Permanent Hispanic Population Profile

Demographic	Percentage
Children 0-11	31%
Teens 12-17	13%
Adults 18-34	31%
Adults 35+	25%
Males	54%
Females	46%

* The Larson Northwest Hispanic Market Report: 2006-2007 Edition

Yakima/ Tri-Cities Hispanic Market Growth

Although smaller than Seattle and Portland, this was the first Northwest market to receive a National Recognition as a “must buy” Hispanic Market because of very high Hispanic density levels. The overall market density is about 25% with entire counties and cities in this DMA in the 30- 80% density range. When the huge migrant population is added to the mix the numbers nearly double in some areas. On a more intimate level, the average Hispanic household is twice that of its general market counterpart.

Yakima County is the most densely populated Northwest Hispanic market. Nearly 47% of the official overall permanent population is Hispanic, and that figure rises significantly during the migrant season. This equivocates to a potential 94,080 viewers of Spanish television media.

Two Distinct Population Groups

Whether you and I realize it or not, there are two distinctly different Hispanic population groups in our region: Hispanic migrants, and permanent Hispanic residents. Recognizing the major differences between the two groups is fundamental to understanding the Northwest Hispanic Marketplace and dispelling some of the common “stereotyping” associated with it.

1.) Northwest Migrant Hispanics

In addition to some 1 million permanent resident Hispanics, it is estimated that around 200,000 migrant Latinos, mostly from Mexico, populate our region about eight months out of the year. This is the Hispanic group primarily engaged in agriculture and unskilled labor, and mostly dependent on the Spanish language and the Spanish media.
It is interesting to note that this Hispanic group has far less in common with resident Hispanics than is usually recognized or understood in the general market. It is indeed a very unique consumer group with different needs, buying patterns, and media habits when compared to resident Latinos. Their contribution to our economy, both as workers and as consumers, is massive in some area markets. However, special media and retail strategies are needed to reach them effectively. This is part in parcel with the special language and economic challenges faced by this group that hinders their ability to understand English language media and/or to receive more expensive Spanish language media that is not available via broadcast signals.

2.) Permanent Northwest Hispanic Residents

Excluding strong cultural ties of language and ethnic tradition, this group differs greatly from the migrants by way of the “acculturation” process. While resident Hispanics are partaking in the “melting pot” of American culture, it is being accomplished without the rapid loss of ethnicity that was experienced with past waves of new U.S. immigrant groups.

Unlike the migrants, only 1/3 of permanent Northwest Hispanics are engaged in agriculture or unskilled labor. Their average household income is $46 K, and they are voracious consumers in every retail category associated with large families, youth, and infants.

The majorities are bilingual, but while being indoctrinated into the “American Dream”, most are not giving up their cultural identities and preferences. This is especially true for the 18- 24-year-old group. They have both the choice and the ability to be bicultural people. This presents some very real implications and challenges for retailers, the advertising and media industry, and others in both the private and public sector. A working knowledge of the acculturation process and concepts of biculturalism have become critical in reaching this group.

* The Larson Northwest Hispanic Market Report: 2006-2007 Edition