Hispanic Market Report

Distribution

Nearly 85% of the Northwest’s more than one million permanent Hispanic population is concentrated in seven (7) key market areas. They have a combined buying power of $11.1 billion annually, and these numbers do not include the migrant population. The seasonal migrant work force can add at least another quarter of a million. Hispanics over an eight-month period each year. At peak population, that totals up to well over a million buyers in the Hispanic target market.

HISPANIC RESIDENTS IN THE SEVEN KEY MARKET AREAS: Year 2006

Designated Market Area (DMA)	Permanent Resident Hispanic Buying Power	Permanent Resident Hispanic Population
Seattle/ Tacoma	3.7 Billion	285,600
Portland/ Salem	3.2 Billion	260,300
Yakima/ Tri-Cities	2.3 Billion	225,000
Boise/ Nampa	862 million	66,270
Medford/ South Oregon	405 million	31,118
Eugene Springfield	351 million	26,965
South East Idaho	271 million	20,847

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

These seven key areas make the Northwest the 16th largest U.S. Hispanic markets and one of the fastest growing Hispanic regions in the country. Some cities have a permanent Hispanic population of 80% or more. Many cities in the Yakima Designated Market Area (DMA), such as Pasco, have a 50% or higher Hispanic density. Currently, the Yakima School District has a 56% Hispanic majority, making the Hispanic population the largest up and coming next generation of buyers. Many towns in the mid and lower Yakima valley have a Hispanic population of 70-80%. This knowledge could be useful when considering generational acculturation and “Top of the Mind” awareness.

The Northwest Hispanic population doubled in the 1980’s, nearly doubled again in the 1990’s, and it continues to boom into the new millennium. Until the release of the 2000 U.S. Census, the Northwest Hispanic market was generally unknown nationally and often ignored locally. Census figures for Northwest Hispanics and their buying power, although seriously underestimated according to some, were so high that it made front-page news for months. The reality is that we have had one of the highest U.S. Hispanic growth rates for decades. This is an emerging market, to be sure, but it is already producing second and third generation bi-cultural Hispanic adults.

Current Permanent Hispanic Population & Buying Power . . . Projected Population Growth

State	2006	2015	2025
Washington	517K/ $6.8 billion	737k	965K
Oregon	384K/ $5.0 billion	444k	589K
Idaho	123K/ $1.6 billion	170k	220K

Hispanic Population Growth Broken Down by DMA

DMA	1980’s	1990’s	2000 (With Buying Power)	2006 (With Buying Power)
Seattle/ Tacoma	66,800	115,400	258,820 ($2.8 Billion)	285,600 ($3.7 Billion)
Portland/ Salem	49,000	91,700	235,470 ($2.4 Billion)	260,300 ($3.2 Billion)
Yakima/ Tri-Cities	43,400	82,5000	152,518 ($1.5 Billion)	168,000 ($2.3 Billion)
Boise/ Nampa	18,228	34,650	61,920 ($612 Million)	66,270 ($862 Million)
Medford	6,510	12,375	23,232 ($236 Million)	31,118 ($405 Million)
Eugene/Springfield	Not Measured	Not Measured	23,064 ($276 Million)	26,965 ($351 Million)
Southeast Idaho	Not Measured	Not Measured	19,791 ($196 Million)	20,847 ($271 Million)

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