Employment & Income

Of all the U.S. Hispanic households, those in the Northwest region have the most persons with full- time employment. Over 90% of households have at least one full-time worker while a full 55% have two or more persons with full-time employment. This, combined with larger than average sized families, has resulted in higher average Northwest Hispanic incomes, about $46K, when compared to the national $32-36k figure for most Mexican based U.S. Hispanic markets. From sources such as the 2000 U.S. Census and the Bureau of Labor, we know that the average Hispanic income is growing at about twice the national general market average.

Northwest Hispanic Resident Income/ Spending in the Seven Key Market Areas: Year 2006

DMA	Per Capita Income	Avg. Household Income	Local Hispanic Buying Power	Local Hispanic Retail Spending
Seattle/ Tacoma	$13,129	$45,952	$3.7 Billion	$1.7 billion
Portland/ Salem	$12,574	$44,009	$3.2 Billion	$1.5 billion
Yakima/ Tri- Cities	$14,227	$55,485	$2.3 Billion	$1.1 billion
Boise/ Nampa	$13,400	$46,900	$862 Million	$414 million
Eugene/Springfield	$11,190	$39,165	$405 Million	$169 million
Medford/ South Oregon	$11,882	$41,587	$351 Million	$194 million
S.E. Idaho	$12,641	$44,244	$271 Million	$132 million

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

Banking/ Credit

Most of the region’s consumer and mortgage lenders now understand that, while there is a cultural preference pay cash, Hispanics are rapidly entering the credit markets in large numbers, often under “first time buyer” programs. Traditional obstacles to the credit and banking mainstream, such as identification and credit history, are being minimized by the acculturation process and by progressive marketing strategies among lenders. Banks have made significant changes in staffing, lending/product guidelines, and advertising in an effort to attract Hispanics; and it is working. There has also been a large increase in the number of mortgage brokers, lenders, and real estate firms that specialize in serving Hispanic consumers. The implications for the banking and credit industries as our region emerges into a highly bicultural market, are becoming apparent through these new strategies

Resident Hispanic Banking/ Credit Profile

Banking and Credit Products	1985	1995	2006
Have Checking Account	29.2%	44.3%	53%
Have Savings Account	34.2%	42.5%	45%
Own Credit/ Charge Card	28.1%	42.4%	50%