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Sxsw hispanic 3.15.11

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Jerry Rocha
Jerry Rocha

The document discusses trends from the 2010 US Census data regarding population growth among Hispanic and multi-cultural populations. Some key points: - The Hispanic population grew much faster than total and non-Hispanic white populations between 2000-2010. - Hispanic population growth significantly impacted states like Texas, California, Oregon, North Carolina and Alabama, with growth rates far exceeding projections. - The document also discusses media usage trends, finding that while Hispanic households are less likely to own home computers/broadband, those with internet access spend as much/more time online and watching online video compared to non-Hispanics. Hispanics also more commonly own internet-enabled cell phones and spend more time watching video on phones

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The US after the 2010 Census Jerry Rocha VP, Digital Media jerry.rocha@nielsen.com Twitter: jerryrocha
Newborns Will Be Majority Multi-cultural Before 2020 U.S. Census BureauThe New Face of Opportunity
The Hispanic population is, indeed concentrated in certain parts of the USSource: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
But significant growth giving way to new Hispanic hotspotsSource: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
% Population Growth2000201040%10%3%HispanicTotal PopulationNon-Hispanic WhiteSource: U.S. Census Bureau Interim Projections August 2008. Asian American includes Asian, Hawaiian, Pacific Islanders. Other includes Native American, Aleut, Eskimo, 2 or more races or some other race.
These Were the Old Assumptions.Where are we now?
2010 Data is coming out with the full nation by EOM the projections have been blown away! Texas grew at 41% vs. 10%California grew at 28% vs. 1.5% Oregon grew at 63% vs. 7.5% NC grew at 111% vs. 14%Alabama grew 144% vs. 5%
The $1Trillion Latina24 Million Hispanic women in the U.S.46% are between18-4942% Single vs. 37% for Non-Hispanic*35% Head of Householdvs. 33% for Non-Hispanic54% Employed vs. 55% Non-Hispanic*Source: U.S. Census Bureau Interim Projections Released August 2008 (based on 2010 projections); Sources: Simmons NCS/NHCS Spring 2010 FY Pop. * Based on Females. Single includes females who have never been married, are divorced or separated.
Moms are the Queens of The CastlesYoungerof Hispanic moms are between 18-34 years old compared to 25% for Non-Hispanics 43%32%Have More Young Childrenof Hispanic households have kids aged 6-11 vs. Non-Hispanic households 13%Copyright 息 Univision Communications Inc. All rights reserved.Work Hardof Hispanic moms are employed vs. 63% of Non-Hispanics66%Relies on Brand NamesOf Hispanic moms are brand loyal66%Sources: 1) Simmons NCS/NHCS Winter 2008 FY HH Based on Women who are parents/guardian of a child. 2) Global Insight 2007 Hispanic Market Monitor 3) Yankelovich 2006
Hispanics Media UseIncreasingly, reaching the new family means reaching HispanicsWhere can you reach them?How do their media habits compare to those of non-Hispanics? The New Face of Opportunity
Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband Still 6 out of 10 have home computer with Internet Almost 6 out of 10 have broadbandSource: National People Meter Panel 1Q10 (12/28/09 03/28/10)The New Face of Opportunity
Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online VideoMonthly Time Spent in Hours:MinutesHispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterpartsSource: Nielsen 3-Screens Report 1Q 2010The New Face of Opportunity
Hispanic Households More Likely to Own Internet and Video-Enabled Cell PhonesSource: National People Meter Panel 1Q10 (12/28/09 03/28/10)The New Face of Opportunity
Hispanics Spend More Time Watching Video on Their PhonesHispanics Use Cell Phones as Substitutes for Home ComputerSource: Nielsen 3-Screens Report 1Q 2010The New Face of Opportunity

More Related Content

Sxsw hispanic 3.15.11

  • 1. The US after the 2010 Census Jerry Rocha VP, Digital Media jerry.rocha@nielsen.com Twitter: jerryrocha
  • 2. Newborns Will Be Majority Multi-cultural Before 2020 U.S. Census BureauThe New Face of Opportunity
  • 3. The Hispanic population is, indeed concentrated in certain parts of the USSource: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
  • 4. But significant growth giving way to new Hispanic hotspotsSource: Pew Hispanic Center analysis of Decenial Censuses for 1980 and 1990 and U.S. Census Bureau county population estimates (vintage 2000 and 2008)
  • 5. % Population Growth2000201040%10%3%HispanicTotal PopulationNon-Hispanic WhiteSource: U.S. Census Bureau Interim Projections August 2008. Asian American includes Asian, Hawaiian, Pacific Islanders. Other includes Native American, Aleut, Eskimo, 2 or more races or some other race.
  • 6. These Were the Old Assumptions.Where are we now?
  • 7. 2010 Data is coming out with the full nation by EOM the projections have been blown away! Texas grew at 41% vs. 10%California grew at 28% vs. 1.5% Oregon grew at 63% vs. 7.5% NC grew at 111% vs. 14%Alabama grew 144% vs. 5%
  • 8. The $1Trillion Latina24 Million Hispanic women in the U.S.46% are between18-4942% Single vs. 37% for Non-Hispanic*35% Head of Householdvs. 33% for Non-Hispanic54% Employed vs. 55% Non-Hispanic*Source: U.S. Census Bureau Interim Projections Released August 2008 (based on 2010 projections); Sources: Simmons NCS/NHCS Spring 2010 FY Pop. * Based on Females. Single includes females who have never been married, are divorced or separated.
  • 9. Moms are the Queens of The CastlesYoungerof Hispanic moms are between 18-34 years old compared to 25% for Non-Hispanics 43%32%Have More Young Childrenof Hispanic households have kids aged 6-11 vs. Non-Hispanic households 13%Copyright 息 Univision Communications Inc. All rights reserved.Work Hardof Hispanic moms are employed vs. 63% of Non-Hispanics66%Relies on Brand NamesOf Hispanic moms are brand loyal66%Sources: 1) Simmons NCS/NHCS Winter 2008 FY HH Based on Women who are parents/guardian of a child. 2) Global Insight 2007 Hispanic Market Monitor 3) Yankelovich 2006
  • 10. Hispanics Media UseIncreasingly, reaching the new family means reaching HispanicsWhere can you reach them?How do their media habits compare to those of non-Hispanics? The New Face of Opportunity
  • 11. Hispanic Households Less Likely to Own Home Computer with Internet Access or Broadband Still 6 out of 10 have home computer with Internet Almost 6 out of 10 have broadbandSource: National People Meter Panel 1Q10 (12/28/09 03/28/10)The New Face of Opportunity
  • 12. Hispanic Households with Home Internet Access Spend Just as Much Time on the Internet And Spend More Time Watching Online VideoMonthly Time Spent in Hours:MinutesHispanic 18-34 year-olds watch twice as much online video as non-Hispanic counterpartsSource: Nielsen 3-Screens Report 1Q 2010The New Face of Opportunity
  • 13. Hispanic Households More Likely to Own Internet and Video-Enabled Cell PhonesSource: National People Meter Panel 1Q10 (12/28/09 03/28/10)The New Face of Opportunity
  • 14. Hispanics Spend More Time Watching Video on Their PhonesHispanics Use Cell Phones as Substitutes for Home ComputerSource: Nielsen 3-Screens Report 1Q 2010The New Face of Opportunity

Editor's Notes

  1. This spring, the Census will show that Hispanics have grown by over 40% in the past ten years to reach 50 million people. That is ten times faster than the non-white population and makes Hispanics not only the largest, but also the fastest growing segment of our multicultural nation.