Geoscape American Marketscape Datastream 2011 Executive Summary

WHAT OUR CLIENTS ARE SAYING ABOUT AMDS & GIS…

"Compared to the data and system we're using now, Geoscape is like Star Wars — for present and future. "

-- Carlos Guzman, President

The Flyer-A Division of Harte Hanks

"The American Marketscape DataStream™ is of critical importance for marketers to have the latest in-depth

data for today's diverse ethnic populations—marketers and demographers will find the Hispanic acculturation,

language, and other ethnicity measures extremely valuable for retail and all other industries."

-- Luisa Acosta-Franco, Vice President of Multicultural

Markets; Farmers Insurance

"I really like Geoscape's Retail Target™ because it helps us understand demographics around our clients' locations

to optimize or marketing campaigns."

-- Gonzalo Parral, Hispanic Marketing Manager GE Money

"Geoscape's American Marketscape DataStream™ helps us identify key segments of the Latino community as we

expand our industry-leading Latino-focused products and marketing nationwide. The rich population data enables us

to target what we consider the largest "foreign" market within our own borders, and to easily generate clear,

concise maps for analysis and decision-making."

-- Russell A. Bennett, Vice President; United Healthcare Latino Health Solutions

Introduction

Dear Friend and Colleague,

The American Marketscape DataStream™ (AMDS) is a data resource that reflects the multi-dimensional character of American population and households summarized by geographic area—from the block group and ZIP code all the way up to the nation as a whole. Geoscape® built AMDS to reflect current and forecasted data points that prove valuable for hundreds of corporations in both business planning and execution, across a variety of industries.

Geoscape® employs a multi-disciplinary methodology to update certain demographic data published by public service entities such as the Census Bureau, and extends this information by defining cultural segmentation and socioeconomic stratification data as well as a plethora of powerful consumer spending potential data.

This document is intended as a planning guide and accompanies the full data resource that is available in a digital format within the Geoscape Intelligence System (GIS) and through a variety of analytic and consulting services to address both strategic and tactical objectives.

This document is available as a courtesy of Geoscape® and we kindly ask that appropriate reference is made, including vintage year, in any publications. For more information on Geoscape®, AMDS, systems, analytics and consulting services, please contact a Client Advisor at 1-888-211-9353 or [email protected].

César M Melgoza

Founder & CEO

3 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.

mailto:[email protected]

CONTENTS

4

GEOSCAPE® PROVIDES

09 Population Change by Ethnicity/Race

10 Growth from 1990 to 2016 by Ethnicity/

Race

11 Population Growth 1990 to 2016

12 U.S. Population: 2011 by Ethnic Group

13 From the 11 year period 2000 to 2011…

14 Multicultural Boom

16 Multicultural America by County in 1980

17 Multicultural America by County in 2016

18 Majority-Minority Counties in 2011

19 Hispanic Population Concentration 1980

20 Hispanic Population Dispersion 2016

21 African American Population Concentration 2011

22 Asian Population Concentration 2011

23 Hispanic & Non Hispanic White Population Growth

from 1990 to 2016

24 Top 25 States with Largest Population Counts

25 Top 25 DMAs with Largest Population Counts

26 Top 25 DMAs with Highest Growth Rates Between

1990-2016

28 Acculturation: Hispanicity™ Codes

29 Hispanicity™ Among Top 5 DMAs

30 Hispanicity™ & Hispanic SES Matrix (descriptions)

31 Hispanicity™ & Hispanic SES Matrix (counts & indices)

32 Hispanicity™ & Life Stage Matrix (counts & indices )

33 Hispanicity™ & Country or Origin Matrix (counts &

indices)

34 Micro Targeting by Hispanicity™ Dimensions

35 Hispanic Language Usage

36 Hispanic Language Usage Among Top Five DMAs

37 Hispanic by Age Range Distribution

38 Blacks by Age Range Distribution

39 Asian Americans by Age Range Distribution

40 Country of Origin: Hispanics

41 Country of Origin: Hispanics in Five States

42 Hispanic Foreign Born Population by Country

43 Asianicity™ Asian American Acculturation

44 Asianicity™ & Asian SES Matrix (counts & indices)

45 Asianicity™ & Life Stage Matrix (counts & indices)

46 Asianicity™ & Country of Origin Matrix (counts &

indices)

47 Country of Origin: Asian Americans

48 Country of Origin: Asian Americans in Five States

49 Asian Foreign Born Population by Country

08

AMDS METHODOLOGY OVERVIEW

CULTURAL DIVERSITY ACCULTURATION

27

15 REGIONAL SHIFTS

02

06

07

WHAT OUR CLIENTS ARE

SAYING ABOUT AMDS & GIS

Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.

MULTICULTURAL DMAs

CONTENTS

5

63 Top Ten Multicultural DMAs

64 DMA Percent Multicultural Population

>500,000 Ranked by Multicultural Pop

Counts

66 Practical Applications for Business Situations

62 65 BUSINESS IMPLICATIONS

54 Median Household Income by Culture Group

55 Income Ranges by Ethnicity/Race

56 Annual Aggregate Hispanic Consumer

Expenditures per Household in USD

57 Annual Aggregate African American Consumer


58 Annual Aggregate Asian American Consumer


59 Top Hispanic Consumer Spending Categories

60 Top Asian Consumer Spending Categories

61 Hispanics and Asians drive consumer spending

growth

ECONOMICS

53

51 Legal Immigration 2000 to 2009

52 Unauthorized Immigrants in the U.S.

50 FACTS & FIGURES

GLOSSARY

68 Glossary

67


Geoscape® Provides

6

Actionable

Intelligence for a culturally-

diverse business

environment

Data Resources

Technology Research Analytics

Solutions Consulting

• AMDS Geo-demographics

• CSDx Spending Potential

• BehaviorBase – Healthcare

– Auto Insurance

– The Media Audit

– Mediamark

• Ground-Truth™ Segmentation

• Retail Trade Distribution

• Customer Data Enrichment

• Descriptive Customer Profiles

• Predictive Modeling

• Sampling Design

• Quantitative Surveys

• Qualitative Focus Groups

• Conjoint Trade-off Modeling

• Geoscape Intelligence System

• DirecTarget® SDK

• Combined Deliverables

• Custom Databases

• Integrated Systems

• Strategic Planning

• Opportunity Assessment

• Business Planning Support

• HomeBase - Consumer Lists

• BizBase - Business Lists

• MediaBase – Coverage Data

– Circulation Data

Actionable intelligence fueled by unique data, technology and experience — accelerating growth in a culturally-diverse business environment.


• Employs proprietary household & individual

level data.

• Utilizes proprietary DirecTarget® Technology.

• Incorporates dozens of public and private

source data sets including primary research

surveys.

In-depth representation of

U.S. cultural diversity

• 1990 & 2000 Census data to present

geographic areas; for time series.

• Incorporates the American Community Survey

(Census Bureau) & integrates various

government data sources.

• Identifies cultural populations missed by the

Census.

– Helps rectify the under-count in recent

immigrant groups.

• Includes building permit & residential build-out

data.

• Language, Income, Socioeconomic Status

(SES), Country of Origin, Consumer Spending,

Age Cohorts, Acculturation (Hispanicity™

and Asianicity™ segmentation), Technology

Adoption and many others.

Over 1,500 indicators on

various subject areas

• Features 337 detailed Consumer Spending

Dynamix™ (CSDx) indicators by major ethnicity

group, plus 15 major category and 4 summary

variables.

AMDS Methodology Overview

7

• U.S., state, Nielsen Designated Market Area

(DMA), metro area, county, congressional

district, ZIP code, census tract and block

group levels.

Macro-to-micro coverage

• Built from the “ground-up” not the other way

around by a team of specialized

demographers, statistical modelers &

database programmers in a perennial effort

to stay at the cutting-edge of research.

Multicultural population & household data – uniquely precise.

Planning Year & Five-Year forecast market data; 2011/2016, July 1st vintage date.


THE CHANGING FACE OF

AMERICA

Cultural Diversity

8 Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.

0

20,000,000

40,000,000

60,000,000

80,000,000

1960 1970 1980 1990 2000 2011 2016

US

Po

pu

lati

on

(in

millio

ns

)

Years

Asian & PI* Black* Hispanic

* 2000-2011-2016 numbers for Asian and Black are for Non-Hispanic; 2011 and 2016 Estimates as of July 1.

Population Change by Ethnicity/Race

9 Source: Geoscape; American Marketscape DataStream: 2011 Series and the U.S. Census Bureau.

Note: Population in the Commonwealth of Puerto Rico (3.99 million) is not included in Hispanic population figures.

By 2016, the population in the three largest ethnic groups will be more than 110.5 million and Hispanics will represent over half of that population.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2000 2005 2010 2015 2020 2025 2030 2035 2040 2045 2050

Perc

en

tYears

Non Hispanic White Hispanic Black Asian HBA Combined

Hispanics became the largest ―minority‖ group

in 2000 and have continued to surge.

The Non-Hispanic White population will be about equal in size to

Hispanic+Black+Asian in 2050.

Population 1960 1970 1980 1990 2000 2011 2016

Asian & PI* 980,337 980,337 3,500,439 6,994,034 10,410,556 14,717,118 16,518,783

Black* 18,871,831 22,580,289 26,495,025 29,284,605 33,707,230 38,021,109 39,945,184

Hispanic 2,181,409 9,589,216 14,608,673 21,898,546 35,238,481 51,233,818 58,398,328

Other 157,198,598 170,062,084 181,941,668 190,507,602 202,065,639 207,880,430 212,277,086

Total 179,232,175 203,211,926 226,545,805 248,684,787 281,421,906 312,180,883 326,127,959


Growth from 1990 to 2016 by

Ethnicity/Race

The Non-Hispanic White population is a decreasing proportion of the U.S. population while Asians, Blacks and especially Hispanics are forming a larger part of our nation.

10 Source: Geoscape, American Marketscape DataStream: 2011 Series.

75.8%

69.1%

64.7%62.7%

11.8% 12.0% 12.2% 12.2%

2.8% 3.7%4.7% 5.1%8.8%

12.5%

16.4%17.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

1990 2000 2011 2016

Pe

rce

nt P

op

ula

tio

n

Years

N-H White N-H Black N-H Asia & N-H PI Hispanic


0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Growth 1990-2000

Growth 2000-2011

Growth 2011-2016

40.7%52.0%

51.4%

13.5%

14.0% 13.8%10.4%

14.0% 12.9%

35.3%

20.0%21.9%

Pe

rce

nt G

row

th

Hispanic Non-Hispanic Black Non-Hispanic Asian & Pacific Islander All Other Non-Hispanic

Population Growth 1990 to 2016

11 Source: US Census Bureau for 1990 and Geoscape for 2016 projections.

From 2000 to 2011, Asians, Blacks &

Hispanics accounted for about 80% of

population growth, while Hispanics

accounted for nearly 52% of growth during

that period!


U.S. Population: 2011 by Ethnic Group

About one-third of America’s population is of either Asian, Black or Hispanic origin; however, these proportions vary dramatically at the state and metropolitan area levels. Many companies include Puerto Rico within their U.S. marketing

efforts, with just over 4 million residents in 2011, which is not included in this chart.


67%

12%

5%

16%

33%

Non-Hispanic Other Non-Hispanic Black Non-Hispanic Asian & Pacific Islander Hispanic


From the 11 year period 2000 to 2011…

NEARLY 16 MILLION ADDITIONAL HISPANICS 45% growth during period

52% of the total population growth

MORE THAN 4.3 MILLION ADDITIONAL NON-HISPANIC BLACKS 13% growth during period


OVER 4.3 MILLION MORE NON-HISPANIC ASIAN-PACIFIC ISLANDERS 41% growth during period


30.8 MILLION MORE PEOPLE OVERALL Nearly 24.6 million persons and 80% of growth from these 3 cultural groups

13 Source: Geoscape; American Marketscape DataStream: 2011 Series

Massive growth during this period, increasingly diversifying the American population.


Multicultural Boom

NEW POPULATION FROM 2011 TO 2016

1,432,902 Hispanic Americans per year

119,409 per month, 3,923 per day, 163.5 per hour

384,815 African American and Black Non-Hispanics per year

32,068 per month, 1,054 per day, 43.9 per hour

360,333 Asian & Pacific Islander Non-Hispanics per year

30,028 per month, 987 per day, 41.1 per hour


Robust, but with some slowing during current economic downturn.


NOTEWORTHY EVOLUTION

OF KEY AMERICAN

SUBCULTURES

Regional Shifts


Multicultural America by County in 1980


Excluding Non-Hispanic

White Population


Multicultural America by County in 2016


Multicultural expansion affects

nationwide growth


Majority-Minority Counties in 2011


Non-Hispanic Whites are the minority in an increasing number

of counties - 326 in 2011. Those listed at right are ranked by

multicultural population in 2011.


• Top 25 Counties

• Los Angeles, CA

• Cook, IL

• Harris, TX

• Orange, CA

• Kings, NY

• Miami-Dade, FL

• Dallas, TX

• Queens, NY

• Riverside, CA

• San Bernardino, CA

• Clark, NV

• Santa Clara, CA

• Broward, FL

• Bexar, TX

• Philadelphia, PA

• Alameda, CA

• Bronx, NY

• Orange, FL

• Fulton, GA

• Contra Costa, CA

• Fresno, CA

• Shelby, TN

• Honolulu, HI

• Prince George's, MD

• Hidalgo, TX

Note: Ranked by Total population

for those with at least 500,000

multicultural.

Hispanic Population Concentration in 1980


Gateway states bordering Mexico.


Hispanic Population Dispersion 2016


Major metro areas outside border states are now gateway cities too.


African American Population Concentration 2011


Historically and still concentrated heavily in the Southeast and Mid-Atlantic

States - although large populations of American Americans are present in most major metro areas.


Asian Population Concentration 2011


The Pacific coastal states have the highest percentage of Asians with Los Angeles

county as the leading metro area.


-50% 450% 950% 1450% 1950% 2450% 2950%

New York

Los Angeles

Chicago

Philadelphia

Dallas-Ft. Worth

San Francisco-Oakland-San Jose

Atlanta

Houston

Washington, DC (Hagerstown)

Boston (Manchester)

Phoenix (Prescott)

Seattle-Tacoma

Detroit

Minneapolis-St. Paul

Denver

Miami-Ft. Lauderdale

Tampa-St. Petersburg (Sarasota)

Sacramento-Stockton-Modesto

Cleveland-Akron (Canton)

Orlando-Daytona Beach-Melbourne

Portland, OR

Salt Lake City

Charlotte

Raleigh-Durham (Fayetteville)

San Diego

Percent Growth

DM

As

% Hispanic Growth % Non-Hispanic White Growth

Hispanic & Non Hispanic White Population

Growth from 1990 to 2016

Hispanic population significantly outpaces Non-Hispanic White population growth in all metropolitan areas; in many areas Non-Hispanic White growth is negative during the period.

23 Source: Geoscape, Marketscape DataStream: 2011 Series and US Census Bureau 1990.

Top 25 DMAs in 2016

Charlotte is the leader in percentage gain for Hispanic population growth during the

period, followed by Atlanta and Raleigh.


State Total PopulationNon Hispanic White

Population

% Non Hispanic

White Population

Asian & PI

Population

% Asian & PI

Population

Black

Population% Black Population

Hispanic

Population

% Hispanic

Population

U.S. TOTAL 312,180,883 201,974,697 64.7% 15,306,848 4.9% 40,669,997 13.0% 51,233,818 16.4%

California 37,661,615 15,852,754 42.1% 5,047,418 13.4% 2,474,753 6.6% 14,292,739 38.0%

Texas 25,720,627 11,956,019 46.5% 976,484 3.8% 3,075,988 12.0% 9,795,080 38.1%

New York 19,668,100 11,730,989 59.6% 1,483,914 7.5% 3,419,984 17.4% 3,368,033 17.1%

Florida 18,747,665 10,896,230 58.1% 479,241 2.6% 3,059,133 16.3% 4,287,934 22.9%

Illinois 13,029,250 8,303,118 63.7% 606,467 4.7% 1,955,137 15.0% 2,135,245 16.4%

Pennsylvania 12,681,059 10,196,663 80.4% 345,525 2.7% 1,440,914 11.4% 660,781 5.2%

Ohio 11,568,561 9,485,465 82.0% 205,327 1.8% 1,421,270 12.3% 319,760 2.8%

Georgia 10,107,788 5,729,779 56.7% 318,374 3.1% 3,089,969 30.6% 929,212 9.2%

Michigan 9,907,444 7,641,792 77.1% 259,798 2.6% 1,417,343 14.3% 434,222 4.4%

North Carolina 9,674,957 6,424,013 66.4% 209,719 2.2% 2,102,516 21.7% 808,072 8.4%

New Jersey 8,781,579 5,316,859 60.5% 722,336 8.2% 1,287,251 14.7% 1,528,550 17.4%

Virginia 8,041,176 5,282,509 65.7% 436,903 5.4% 1,606,649 20.0% 624,660 7.8%

Washington 6,856,107 5,113,266 74.6% 521,091 7.6% 260,011 3.8% 716,894 10.5%

Arizona 6,777,527 3,869,456 57.1% 197,185 2.9% 289,034 4.3% 2,174,154 32.1%

Massachusetts 6,682,267 5,235,250 78.3% 361,891 5.4% 494,035 7.4% 598,449 9.0%

Indiana 6,497,682 5,353,340 82.4% 101,896 1.6% 604,001 9.3% 374,028 5.8%

Tennessee 6,416,009 4,895,549 76.3% 97,235 1.5% 1,092,202 17.0% 270,099 4.2%

Missouri 6,060,641 4,938,254 81.5% 101,461 1.7% 713,599 11.8% 214,389 3.5%

Maryland 5,764,817 3,263,099 56.6% 321,465 5.6% 1,721,030 29.9% 432,393 7.5%

Wisconsin 5,705,544 4,816,638 84.4% 127,314 2.2% 353,774 6.2% 317,906 5.6%

Minnesota 5,336,841 4,506,500 84.4% 206,472 3.9% 262,100 4.9% 242,212 4.5%

Colorado 5,204,123 3,626,647 69.7% 155,295 3.0% 227,970 4.4% 1,111,911 21.4%

Alabama 4,777,004 3,245,333 67.9% 52,598 1.1% 1,269,149 26.6% 154,773 3.2%

South Carolina 4,689,752 3,043,667 64.9% 65,162 1.4% 1,324,049 28.2% 214,768 4.6%

Louisiana 4,595,228 2,780,221 60.5% 75,463 1.6% 1,518,613 33.0% 170,253 3.7%

Top 25 States with Largest Population Counts

The Non-Hispanic White population is the minority in California, Texas, New Mexico, Hawaii plus Washington DC.


NH White is the minority in the two

largest states.


Top 25 DMAs with Largest Population Counts

Sixteen Designated Market Areas (TV markets or DMAs) are home to at least 1 million Asians or Blacks or Hispanics, or all three -- highlighted below plus Fresno-Visalia, San Antonio, and Harlingen-Weslaco-

Brownsville-McAllen for Hispanic population.



DMATotal

Population

Non Hispanic

White

Population

% Non Hispanic

White

Population

Asian & PI

Population

% Asian & PI

Population

Black

Population

% Black

Population

Hispanic

Population

% Hispanic

Population

New York 21,209,696 11,135,610 52.5% 2,011,907 9.5% 3,950,399 18.6% 4,585,853 21.6%

Los Angeles 17,730,578 6,288,131 35.5% 2,219,233 12.5% 1,309,129 7.4% 8,124,663 45.8%

Chicago 9,866,620 5,503,810 55.8% 549,527 5.6% 1,764,021 17.9% 2,065,963 20.9%

Philadelphia 8,043,711 5,389,009 67.0% 375,356 4.7% 1,567,710 19.5% 739,010 9.2%

Dallas-Ft. Worth 7,383,403 3,929,811 53.2% 354,059 4.8% 1,029,143 13.9% 2,095,626 28.4%

San Francisco-Oakland-San Jose 7,194,175 3,254,473 45.2% 1,715,385 23.8% 478,905 6.7% 1,679,293 23.3%

Atlanta 6,766,015 3,746,616 55.4% 273,413 4.0% 1,976,560 29.2% 756,501 11.2%

Boston (Manchester) 6,467,031 5,172,831 80.0% 358,398 5.5% 434,447 6.7% 499,558 7.7%

Washington, DC (Hagerstown) 6,442,576 3,515,236 54.6% 537,916 8.3% 1,552,410 24.1% 809,155 12.6%

Houston 6,432,444 2,761,967 42.9% 381,394 5.9% 1,099,896 17.1% 2,262,769 35.2%

Phoenix (Prescott) 5,302,541 3,113,181 58.7% 160,394 3.0% 235,441 4.4% 1,611,940 30.4%

Detroit 4,904,501 3,414,586 69.6% 186,761 3.8% 1,056,520 21.5% 191,087 3.9%

Seattle-Tacoma 4,880,026 3,599,300 73.8% 467,020 9.6% 226,921 4.6% 405,284 8.3%

Minneapolis-St. Paul 4,552,218 3,802,173 83.5% 191,797 4.2% 248,610 5.5% 213,017 4.7%

Miami-Ft. Lauderdale 4,397,245 1,262,725 28.7% 105,249 2.4% 974,001 22.2% 2,110,143 48.0%

Tampa-St. Petersburg (Sarasota) 4,329,235 3,030,267 70.0% 108,934 2.5% 490,985 11.3% 675,583 15.6%

Denver 4,181,372 2,910,224 69.6% 129,233 3.1% 173,463 4.1% 911,106 21.8%

Sacramento-Stockton-Modesto 4,049,843 2,146,475 53.0% 465,280 11.5% 290,788 7.2% 1,065,873 26.3%

Cleveland-Akron (Canton) 3,853,531 3,077,665 79.9% 62,148 1.6% 554,613 14.4% 118,689 3.1%

Orlando-Daytona Beach-Melbourne 3,659,048 2,311,798 63.2% 116,825 3.2% 519,375 14.2% 701,989 19.2%

Portland, OR 3,242,391 2,507,940 77.3% 159,429 4.9% 83,028 2.6% 401,071 12.4%

St. Louis 3,210,600 2,491,366 77.6% 61,272 1.9% 543,537 16.9% 74,604 2.3%

San Diego 3,122,867 1,585,895 50.8% 353,902 11.3% 168,031 5.4% 993,644 31.8%

Salt Lake City 3,078,829 2,493,406 81.0% 84,034 2.7% 40,786 1.3% 393,469 12.8%

Charlotte 3,042,552 2,099,498 69.0% 71,141 2.3% 601,945 19.8% 257,525 8.5%

Top 25 DMAs with Highest Growth Rates

Between 1990-2016

Hispanic and Asian population growth is robust during this period; conversely, Non-Hispanic White and, in some areas, Non-Hispanic Black growth is low or negative.

26 Source: Geoscape, Marketscape DataStream: 2011 Series and US Census Bureau 1990.


DMA Total Pop

2016

% Total

Growth

Hispanic

2016

% Hispanic

Growth

Non-Hispanic

White

2016

% Non-

Hispanic

White Growth

Non-Hispanic

Black

2016

% Non-Hispanic

Black Growth

Non-Hispanic Asian

& Pacific Is.

2016

% Non-Hispanic

Asian & Pacific Is.

Growth

New York 21,707,615 17% 4,958,114 82% 11,029,314 -7% 3,326,245 10% 69,554 -92%

Los Angeles 18,436,124 28% 8,814,324 90% 6,150,061 -15% 1,024,322 -12% 170,074 -87%

Chicago 10,167,589 22% 2,296,839 163% 5,492,582 -3% 1,685,064 9% 17,051 -93%

Philadelphia 8,241,559 16% 858,140 211% 5,359,213 -3% 1,506,281 29% 8,428 -94%

Dallas-Ft. Worth 8,136,784 81% 2,529,593 370% 4,059,175 25% 1,014,121 68% 17,904 -81%

San Francisco-Oakland-San Jose 7,666,619 29% 1,902,325 116% 3,277,673 -10% 422,098 -16% 64,750 -93%

Atlanta 7,342,042 94% 939,137 1357% 3,834,070 38% 2,154,772 146% 12,224 -77%

Houston 7,129,864 78% 2,695,411 236% 2,864,246 21% 1,049,320 50% 19,370 -85%

Washington, DC (Hagerstown) 6,891,095 46% 981,114 336% 3,606,529 13% 1,560,662 43% 10,170 -95%

Boston (Manchester) 6,698,701 18% 574,715 156% 5,244,968 4% 400,632 70% 4,597 -97%

Phoenix (Prescott) 5,757,946 112% 1,896,571 347% 3,200,095 56% 216,128 176% 15,004 -59%

Seattle-Tacoma 5,211,657 48% 493,062 378% 3,726,689 22% 237,907 83% 9,994 -95%

Detroit 4,845,638 3% 206,392 140% 3,334,987 -6% 1,035,465 7% 2,238 -97%

Minneapolis-St. Paul 4,730,507 32% 250,257 504% 3,878,459 16% 269,512 198% 2,674 -96%

Denver 4,569,400 73% 1,064,360 242% 3,094,588 43% 172,984 80% 6,510 -86%

Miami-Ft. Lauderdale 4,554,510 39% 2,318,548 118% 1,174,202 -26% 919,157 63% 9,706 -76%

Tampa-St. Petersburg (Sarasota) 4,448,643 41% 790,420 350% 2,977,392 12% 492,534 81% 4,292 -85%

Sacramento-Stockton-Modesto 4,236,996 48% 1,194,755 186% 2,135,566 5% 275,170 76% 27,709 -87%

Cleveland-Akron (Canton) 3,846,280 2% 132,686 122% 3,043,968 -5% 548,370 13% 1,167 -96%

Orlando-Daytona Beach-Melbourne 3,800,323 69% 821,186 515% 2,278,533 24% 513,917 115% 5,545 -81%

Portland, OR 3,486,432 57% 484,790 478% 2,626,150 31% 85,286 97% 3,812 -93%

Salt Lake City 3,402,242 83% 489,381 425% 2,685,925 58% 41,833 276% 3,887 -88%

Charlotte 3,329,570 71% 337,199 2345% 2,220,951 42% 643,651 81% 2,204 -84%

Raleigh-Durham (Fayetteville) 3,325,509 75% 362,456 1165% 1,912,371 51% 873,727 53% 2,390 -89%

San Diego 3,304,323 32% 1,118,443 124% 1,603,003 -2% 132,080 -12% 22,686 -88%

LIFE STAGE, LANGUAGE,

BIRTHPLACE, IMMIGRATION

Acculturation


Acculturation: Hispanicity™

Codes

•HA1: AMERICANIZADO • English dominant (nearly no Spanish)

• Born in US; 3rd+ generation

• Few Hispanic cultural practices

•HA2: NUEVA LATINA • English preferred (some Spanish)

• Born in U.S.; 2nd generation

• Some Hispanic cultural practices;

often “retro-acculturate”

•HA3: BI-CULTURAL • Bi-Lingual (equal or nearly)

• Immigrant as child or young adult

• Many Hispanic cultural practices

•HA4: HISPANO • Spanish preferred (some English)

• Immigrant as adult, in U.S. 10+ years

• Pre-dominant Hispanic cultural practices

•HA5: LATINOAMERICANA • Spanish dominant (nearly no English)

• Recent immigrant as adult (less than 10 years ago)

• Primarily Hispanic cultural practices

• Identify with home country more so than U.S.


Acculturation is the process whereby immigrants acquire a new culture through language, customs, lifestyle, media usage and other practices while retaining elements of their home culture as well. For Hispanics, Geoscape® calls this characteristic

Hispanicity™.

This pie shows the national distribution, although the mix of segments varies by region

and metropolitan area.


Hispanicity™

Among Top 5 DMAs

Recent immigrants have increased the proportion of un-acculturated HA5 Hispanics, while second and third generation Hispanics have increased the proportion of HA1 & HA2 Hispanics. Although the Hispanic population will increase in all segments, the future trend will have a steady proportion of HA5, increasing HA1-HA2, and decreasing HA3 and HA4.


0%

20%

40%

60%

80%

100%

120%

CHICAGO HOUSTON LOS ANGELES MIAMI-FT.LAUDERDALE NEW YORK

14.5% 14.5% 14.7%

6.9%12.1%

26.1% 26.5% 25.9%

21.6%

26.2%

25.5% 26.8% 26.5%

23.4%

28.1%

17.2%17.6% 18.3%

18.3%

18.4%

16.6% 14.7% 14.6%

29.8%

15.1%

Pe

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DMAs

HA1: Americanizado HA2: Nueva Latina HA3: Bi-Cultural HA4: Hispano HA5: Latinoamericana


Hispanicity™ & Hispanic SES Matrix (descriptions)

30

HA 1: Americanizado

U.S. Born Hispanic (3rd Gen+),

English Dominant; Typically are

households with over $85,000 annual

household income, 4 year college

degree or graduate degree, owned

housing, and employed in

professional occupations.


English Dominant; Households

generally between $50,000 and

$120,000 annual household income,

some college or higher education,

owned housing, professional or

skilled occupation.



usually between $30,000 and $75,000

annual household income, high

school graduate to some college, and

employed as skilled labor or service

worker.



typically between $15,000 and


high school or lower education, rented

housing, employed as service or labor

worker.


English Dominant; Households most

often below $20,000 annual

household income; less than high

school education; rented housing,

labor or service worker or

unemployed.

HA 2: Nueva Latina

U.S. Born Hispanic (2nd Gen) or

Immigrated Before Age 6, English

Preferred; Typically are households

with over $85,000 annual household

income, 4 year college degree or

graduate degree, owned housing, and

employed in professional

occupations.



Preferred; Households generally

between $50,000 and $120,000

annual household income, some

college or higher education, owned

housing, professional or skilled

occupation.



Preferred; Households usually

between $30,000 and $75,000 annual

household income, high school

graduate to some college, and


worker.



Preferred; Households typically


household income, high school or

lower education, rented housing,

employed as service or labor worker.



Preferred; Households most often

below $20,000 annual household

income; less than high school

education; rented housing, labor or

service worker or unemployed.

HA 3: Bi-Cultural

Foreign-Born Hispanic, Adolescent or

Young Adult Immigrant (10 years+ in

U.S), Bi-Lingual; Typically are

households with over $85,000 annual

household income, 4 year college

degree or graduate degree, owned

housing, and employed in

professional occupations.



U.S), Bi-Lingual; Households

generally between $50,000 and


some college or higher education,

owned housing, professional or

skilled occupation.



U.S), Bi-Lingual; Households usually





worker.



U.S), Bi-Lingual; Households typically







U.S), Bi-Lingual; Households most

often below $20,000 annual

household income; less than high

school education; rented housing,

labor or service worker or

unemployed.

HA4: Hispano

Foreign-Born Hispanic, Adult

Immigrant, in U.S. 10 years+, Spanish

Preferred; Typically are households

with over $85,000 annual household

income, 4 year college degree or

graduate degree, owned housing, and


occupations.



Preferred; Households generally

between $50,000 and $120,000

annual household income, some

college or higher education, owned

housing, professional or skilled

occupation.



Preferred; Households usually





worker.



Preferred; Households typically







Preferred; Households most often

below $20,000 annual household

income; less than high school

education; rented housing, labor or

service worker or unemployed.

HA5: Latinoamericana


Immigrant (less than 10 years in U.S.),

Spanish Dominant/Dependent;

Typically are households with over

$85,000 annual household income, 4

year college degree or graduate

degree, owned housing, and


occupations.




Households generally between

$50,000 and $120,000 annual

household income, some college or

higher education, owned housing,

professional or skilled occupation.




Households usually between $30,000

and $75,000 annual household

income, high school graduate to

some college, and employed as

skilled labor or service worker.




Households typically between

$15,000 and $35,000 annual







Households most often below

$20,000 annual household income;

less than high school education;

rented housing, labor or service

worker or unemployed.

Hispanic Socioeconomic Status Segment

Hispanicity™ Segment

(Acculturation)

Note: The above descriptions are typical for each category of Hispanicity and Socioeconomic Status; there is additional variation that occurs in the categories.

© 2010 Geoscape International, Inc. All rights reserved.

HSES A

(More Affluent)HSES B HSES C HSES D

H SES E

(Less Affluent)


HSES A HSES B HSES C HSES D HSES EHA1: Americanizado 387,571 534,397 611,909 343,896 250,367

HA2: Nueva Latina 644,398 972,820 1,225,304 631,850 376,594

HA3: Bi-Cultural 433,717 806,855 1,291,130 794,579 517,224

HA4: Hispano 202,996 364,426 727,707 541,732 400,166

HA5: Latinoamericana 171,736 221,227 528,433 487,059 478,558

HSES A HSES B HSES C HSES D HSES E

HA1: Americanizado 2.8% 3.8% 4.4% 2.5% 1.8%

HA2: Nueva Latina 4.6% 7.0% 8.8% 4.5% 2.7%

HA3: Bi-Cultural 3.1% 5.8% 9.3% 5.7% 3.7%

HA4: Hispano 1.5% 2.6% 5.2% 3.9% 2.9%

HA5: Latinoamericana 1.2% 1.6% 3.8% 3.5% 3.4%

HSES A HSES B HSES C HSES D HSES EHA1: Americanizado 138.0 120.8 91.5 80.5 81.1

HA2: Nueva Latina 126.8 121.5 101.2 81.8 67.4

HA3: Bi-Cultural 85.5 101.0 106.9 103.0 92.8

HA4: Hispano 68.8 78.4 103.5 120.7 123.3

HA5: Latinoamericana 69.0 56.4 89.1 128.6 174.8

Geoscape® American Marketscape DataStream

TM Segmentation Matrix Summary Household Counts

Hispanic Socioeconomic Status SegmentHispanicity

TM/Acculturation Segment


TM Segmentation Matrix Summary Indices

HispanicityTM

/Acculturation SegmentHispanic Socioeconomic Status Segment


TM Segmentation Matrix Summary Percents

HispanicityTM

/Acculturation SegmentHispanic Socioeconomic Status Segment

Hispanicity™ & Hispanic SES Matrix

Hispanics who are more acculturated and established tend to have a higher SES. Hispanicity™ segments HA1 and HA2 over-index among SES A and B, although, there are affluent Hispanic households at all levels of acculturation.



Hispanicity™ & Life Stage Matrix

A considerable amount of variation is evident in the metric of Hispanicity™ by Life Stage, indicating varying rates of acculturation across age groups.


Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)

HA1: Americanizado 2,750,196 820,561 3,459,962 475,938 444,786

HA2: Nueva Latina 4,399,905 1,607,815 6,095,879 868,404 813,603

HA3: Bi-Cultural 4,477,738 1,422,479 6,224,014 832,852 784,382

HA4: Hispano 2,770,230 921,705 3,767,949 569,946 508,224

HA5: Latinoamericana 2,269,303 798,681 3,061,284 479,184 608,799

Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)HA1: Americanizado 5.4% 1.6% 6.8% 0.9% 0.9%

HA2: Nueva Latina 8.6% 3.1% 11.9% 1.7% 1.6%

HA3: Bi-Cultural 8.7% 2.8% 12.1% 1.6% 1.5%

HA4: Hispano 5.4% 1.8% 7.4% 1.1% 1.0%

HA5: Latinoamericana 4.4% 1.6% 6.0% 0.9% 1.2%

Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)HA1: Americanizado 106.3 94.9 98.6 95.1 90.7

HA2: Nueva Latina 98.1 107.3 100.2 100.0 95.7

HA3: Bi-Cultural 100.2 95.2 102.6 96.2 92.6

HA4: Hispano 99.7 99.3 100.0 106.0 96.5

HA5: Latinoamericana 96.7 101.8 96.1 105.4 136.8



HispanicityTM/Acculturation SegmentHispanic Life Stage



TM Segmentation Matrix Summary Population Counts





Hispanicity™ & Country of Origin Matrix

Hispanicity™ by Country of Origin shows that Puerto Ricans are the most acculturated group and Central Americans are the least acculturated overall.


Mexican Puerto Rican Cuban Dominican South American Central American

HA1: Americanizado 5,772,394 965,705 153,042 76,418 339,700 227,797

HA2: Nueva Latina 9,127,116 1,693,170 368,151 290,067 874,089 802,115

HA3: Bi-Cultural 9,394,721 1,234,726 257,693 358,820 909,204 1,193,180

HA4: Hispano 6,093,830 463,237 202,438 262,998 483,647 894,361

HA5: Latinoamericana 5,052,542 205,768 364,316 254,353 368,339 883,541

Mexican Puerto Rican Cuban Dominican South American Central AmericanHA1: Americanizado 11.6% 1.9% 0.3% 0.2% 0.7% 0.5%

HA2: Nueva Latina 18.4% 3.4% 0.7% 0.6% 1.8% 1.6%

HA3: Bi-Cultural 19.0% 2.5% 0.5% 0.7% 1.8% 2.4%

HA4: Hispano 12.3% 0.9% 0.4% 0.5% 1.0% 1.8%

HA5: Latinoamericana 10.2% 0.4% 0.7% 0.5% 0.7% 1.8%

Mexican Puerto Rican Cuban Dominican South American Central AmericanHA1: Americanizado 107.1 139.2 74.8 40.5 75.1 37.5

HA2: Nueva Latina 97.0 139.8 103.1 88.0 110.7 75.5

HA3: Bi-Cultural 98.4 100.5 71.1 107.2 113.5 110.7

HA4: Hispano 101.5 59.9 88.8 124.9 95.9 131.9

HA5: Latinoamericana 99.1 31.4 188.2 142.3 86.1 153.5

Hispanic Country of OriginHispanicityTM/Acculturation Segment





HispanicityTM/Acculturation SegmentHispanic Country of Origin

HispanicityTM/Acculturation SegmentHispanic Country of Origin




Micro Targeting by Hispanicity™

Dimensions


Pinpoint exactly where to find Hispanicity™

dimensions by block group, census tract

and ZIP.


English Dependent22%

Bi-Lingual English Preferred

27%

Bi-Lingual English & Spanish13%

Bi-Lingual Spanish Preferred

18%

Spanish Dependent20%

Hispanic Language Usage

About 60 percent of Hispanics are Bi-Lingual to some degree and about 40 percent are dependant on either English or Spanish.




Code Language Segment Hispanics Age 5+HL1 English Dependent 9,939,305

HL2 Bi-Lingual English Preferred 12,611,539

HL3 Bi-Lingual English & Spanish 6,011,494

HL4 Bi-Lingual Spanish Preferred 8,160,257

HL5 Spanish Dependent 9,263,132

Total 45,985,727

Language Segment Hispanics Age 5+ %English Dominant 22,550,844 49.0%

Bi-Lingual 6,011,494 13.1%

Spanish Dominant 17,423,389 37.9%

English Capable 36,722,596 79.9%

Spanish Capable 36,046,422 78.4%


Hispanic Language Usage Among Top

Five DMAs

Spanish language use varies among the top five DMAs, however Spanish is preferred by about half of Hispanics over Age 5 within each of these major metropolitan areas.


0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Chicago Houston Los Angeles Miami-Ft. Lauderdale New York

16.7% 16.5% 19.0%

6.5%13.9%

25.2% 27.2%25.8%

28.8%

28.3%

14.0%14.4% 12.8%

15.2%

14.9%

21.5% 19.3% 20.2%

22.2%

21.7%

22.6% 22.6% 22.3%27.3%

21.3%

Pe

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an

gu

ag

e U

sa

ge

Se

gm

en

t

DMAs

English Dependent Bi-Lingual English Preferred Bi-Lingual English & Spanish

Bi-Lingual Spanish Preferred Spanish Dependent


0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

0-4 5-9 10-14 15-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+

Pe

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Age Ranges

% Hispanic

% Non-Hispanic

Hispanics by Age Range Distribution

The Hispanic population is younger than the Non-Hispanic population, with a significantly greater proportion of all population cohorts in the under 40 age groups. Conversely, the retirement age population is

predominantly non-Hispanic.


About 70% of Hispanics are under 40 compared to 51% of Non-Hispanics whereas more

than 92% of the retirement-age population is Non-Hispanic.


0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

0-4 5-9 10-14 15-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+

Pe

rce

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lac

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op

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tio

nP

op

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tio

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Age Ranges

% Black

% Non-Black

Blacks by Age Range Distribution

African Americans and other Blacks are significantly over-represented in the child and adolescent age groups

and significantly under represented in the elderly groups.


About 28% of Blacks are under 18 compared to 23% of the Non-Black

population.


0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

0-4 5-9 10-14 15-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75+

Pe

rce

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sia

n A

me

ric

an

Po

pu

lati

on

Age Ranges

% Asian

% Non-Asian

Asian Americans by Age Range

Distribution

Asian Americans are under-represented in the child and teen age cohorts, but significantly over-represented in the core working age cohorts and significantly under-represented in the old age cohorts.


Asian Americans are significantly over

represented in the 25-44 age cohorts, 34% vs. 27%

for Non-Asian population.


Country of Origin: Hispanics

Mexican origin Hispanics form the majority of Hispanics in the U.S. followed by Puerto Ricans, Cubans, Dominicans and Salvadorans. The mix of these groups changes significantly in the Northeastern states and in South Florida.


Note: The US Census Bureau includes a large category of Hispanics of “unknown” origin; Geoscape® has developed a model to accurately attribute Hispanic population by origin.

Mexican 68.1%

Puerto Rican 9.4%

Cuban 3.6%

Dominican 2.9%

Salvadoran 3.7%

Colombian 1.9%

Guatemalan 2.3%

Other Central Am. 2.7%

Other South Am. 4.1%

Other Hispanic 1.3%

31.9%


Country of Origin: Hispanics in Five States

The mix of Hispanic countries of origin varies considerably among states –most areas reflect the Mexican majority however Florida (especially southern) and New York are home to a majority of Caribbean Hispanics.


0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

CA FL GA IL NY

His

pa

nic

Po

pu

lati

on

(in

millio

ns

)

States

Other Hispanic

Other South Am.

Other Central Am.

Colombian

Guatemalan

Salvadoran

Dominican

Cuban

Puerto Rican

Mexican


90.7%

82.5%79.9% 79.2%

77.6%

72.0% 70.8%67.6%

65.0% 64.3%

58.1%

50.3% 49.0%

38.5%34.8% 34.3%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Pe

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isp

an

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ore

ign

Bo

rn P

op

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tio

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Place of Birth

Hispanic Foreign Born Population by Country

Among foreign-born Hispanics in the United States, Central Americans (Guatemalans followed by Nicaraguans and Salvadorans) and South Americans (especially Ecuadorians, Peruvians, and Venezuelans) are more likely foreign born.

Mexicans have the lowest proportion of foreign-born, although they are the most numerous.

42 Source: Geoscape, American Marketscape DataStream: 2010 Series. Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.

AA1: Very Westernized Self-Identity

35%

AA2: Bicultural Western Identified

13%AA3: Bicultural

20%

AA4: Bicultural Asian Identified

18%

AA5: Very Asian Self-Identity14%

Acculturation: Asianicity™ Codes

•AA1: VERY WESTERNIZED • English dominant

• Born in U.S.; 3rd+ generation

• Few Asian cultural practices

•AA2: BI-CULTURAL WESTERNIZED • English preferred (some home language)

• Born in U.S.; 2nd generation

• Some Asian cultural practices; some “retro-acculturate”

•AA3: BI-CULTURAL • Bi-Lingual (equal or nearly)

• Immigrant as child or young adult

• Many Asian cultural practices

•AA4: BI-CULTURAL ASIAN IDENTITY • Asian language preferred (some English)

• Immigrant as adult, in U.S. 10+ years

• Pre-dominant Asian cultural practices

•AA5: VERY ASIAN IDENTITY • Asian language dominant (nearly no English)

• Recent immigrant as adult (less than 10 years ago)

• Primarily Asian cultural practices

• Identify with home country more so than U.S.


Acculturation is the process whereby immigrants acquire a new culture through language, customs, lifestyle, media usage and other practices while retaining elements of their home culture as well. For Asians, Geoscape® calls this characteristic Asianicity™.




Asianicity™ & Asian SES Matrix

Asianicity by SES shows that AA2 is the highest SES A segment and reflects a general correlation among the two measures with some variation.


ASES A ASES B ASES C ASES D ASES EAA1: Very Westernized Self-Identity 531,657 371,217 334,189 177,954 109,998

AA2: Bicultural Western Identified 208,380 131,832 114,000 67,238 41,159

AA3: Bicultural 233,258 203,098 229,044 129,146 80,501

AA4: Bicultural Asian Identified 200,680 161,296 201,491 134,103 87,375

AA5: Very Asian Self-Identity 160,773 82,917 126,513 115,277 113,593

ASES A ASES B ASES C ASES D ASES EAA1: Very Westernized Self-Identity 12.2% 8.5% 7.7% 4.1% 2.5%

AA2: Bicultural Western Identified 4.8% 3.0% 2.6% 1.5% 0.9%

AA3: Bicultural 5.4% 4.7% 5.3% 3.0% 1.9%

AA4: Bicultural Asian Identified 4.6% 3.7% 4.6% 3.1% 2.0%

AA5: Very Asian Self-Identity 3.7% 1.9% 2.9% 2.7% 2.6%

ASES A ASES B ASES C ASES D ASES E

AA1: Very Westernized Self-Identity 113.5 111.3 94.8 81.3 72.5

AA2: Bicultural Western Identified 120.6 107.2 87.6 83.3 73.5

AA3: Bicultural 86.8 106.2 113.2 102.9 92.4

AA4: Bicultural Asian Identified 83.3 94.0 111.0 119.1 111.8

AA5: Very Asian Self-Identity 87.4 63.3 91.3 134.1 190.5

AsianicityTM

/Acculturation SegmentAsian Socioeconomic Status Segment

AsianicityTM






AsianicityTM



TM Segmentation Matrix Summary Household Counts


Asianicity™ & Life Stage Matrix

Asianicity™ by Life Stage shows variation but not dramatically around the index except for the extreme ends of the matrix.


Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)

AA1: Very Westernized Self-Identity 1,187,307 483,422 2,465,872 468,419 458,414

AA2: Bicultural Western Identified 420,798 250,386 993,886 184,066 169,314

AA3: Bicultural 688,446 268,041 1,602,020 274,377 262,882

AA4: Bicultural Asian Identified 559,006 246,027 1,350,457 267,914 221,345

AA5: Very Asian Self-Identity 392,778 179,122 949,056 184,039 204,999

Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)AA1: Very Westernized Self-Identity 8.1% 3.3% 16.7% 3.2% 3.1%

AA2: Bicultural Western Identified 2.9% 1.7% 6.7% 1.2% 1.1%

AA3: Bicultural 4.7% 1.8% 10.9% 1.9% 1.8%

AA4: Bicultural Asian Identified 3.8% 1.7% 9.2% 1.8% 1.5%

AA5: Very Asian Self-Identity 2.7% 1.2% 6.4% 1.2% 1.4%

Youngsters (0-17) College Age (18-24) Workforce (25-54) Pre-Retirees (55-64) Retirees (65+)AA1: Very Westernized Self-Identity 106.3 98.6 97.5 98.8 101.3

AA2: Bicultural Western Identified 94.6 128.1 98.5 97.4 93.8

AA3: Bicultural 100.9 89.4 103.6 94.7 95.0

AA4: Bicultural Asian Identified 95.9 96.0 102.2 108.2 93.6

AA5: Very Asian Self-Identity 93.3 96.8 99.4 103.0 120.1

AsianicityTM/Acculturation SegmentAsian Life Stage










Asianicity™ & Country of Origin Matrix

Asianicity™ by Country of Origin shows that Japanese tend to be the most acculturated, followed by Filipinos. Chinese and Southeast Asians tend to be the least acculturated segments.


Indian Chinese (Taiwanese) Japanese Vietnamese Filipino Korean Southeast Asian Other Asian

AA1: Very Westernized Self-Identity 1,046,251 964,013 615,795 281,271 1,209,676 419,018 223,020 187,168

AA2: Bicultural Western Identified 468,590 386,371 73,448 164,363 466,667 138,965 104,673 57,878

AA3: Bicultural 438,813 633,685 153,175 405,947 558,460 301,793 211,186 80,886

AA4: Bicultural Asian Identified 332,878 606,445 161,233 381,311 308,957 379,805 154,815 76,748

AA5: Very Asian Self-Identity 309,307 536,163 101,078 246,558 162,950 205,997 123,660 74,175


AA1: Very Westernized Self-Identity 7.6% 7.0% 4.5% 2.0% 8.8% 3.0% 1.6% 1.4%

AA2: Bicultural Western Identified 3.4% 2.8% 0.5% 1.2% 3.4% 1.0% 0.8% 0.4%

AA3: Bicultural 3.2% 4.6% 1.1% 3.0% 4.1% 2.2% 1.5% 0.6%

AA4: Bicultural Asian Identified 2.4% 4.4% 1.2% 2.8% 2.2% 2.8% 1.1% 0.6%

AA5: Very Asian Self-Identity 2.2% 3.9% 0.7% 1.8% 1.2% 1.5% 0.9% 0.5%


AA1: Very Westernized Self-Identity 112.1 85.7 155.0 52.9 124.3 80.6 75.9 109.1

AA2: Bicultural Western Identified 133.4 91.3 49.1 82.1 127.4 71.0 94.6 89.7

AA3: Bicultural 83.5 100.1 68.5 135.6 101.9 103.1 127.6 83.8

AA4: Bicultural Asian Identified 73.4 111.0 83.6 147.6 65.4 150.4 108.4 92.1

AA5: Very Asian Self-Identity 93.1 134.0 71.5 130.2 47.0 111.4 118.2 121.6

AsianicityT M /Acculturation Segment

Asian Country of Origin

AsianicityTM/Acculturation Segment


Geoscape® American Marketscape DataStreamTM

Segmentation Matrix Summary Percents

AsianicityTM/Acculturation Segment



Segmentation Matrix Summary Indices


Segmentation Matrix Summary Population Counts


Country of Origin: Asians

Chinese & Taiwanese combined form the largest Asian country of origin segment followed by East Indian, Filipino, Vietnamese and Korean.


Indian19%

Other S. Asia3%

Oth. S-E Asia7%

Chinese & Taiwanese23%

Filipino19%

Japanese7%

Korean10%

Vietnamese11%

Other Asia1%


Country of Origin: Asian Americans in

Five States

The mix of Asian origin countries varies considerably among the top 5 states – California has the largest number of Asians and Washington has the most even proportion of country groups.


0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

CA IL NY TX WA

As

ian

Po

pu

lati

on

(in

millio

ns

)

States

Other Asia

Vietnamese

Korean

Japanese

Filipino

Chinese & Taiwanese

Other S-E Asia

Other S. Asia

Indian


Asian Foreign Born Population by Country

Among foreign-born Asians, Vietnamese are the most likely to be foreign-born followed by Koreans, Asian Indians, and Filipinos.

49 Source: Geoscape, American Marketscape DataStream: 2011Series.

62.80%60.81%

30.33%

71.80%

68.14%

43.28%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Pe

rce

nt A

sia

n F

ore

ign

Bo

rn P

op

ula

tio

n

Place of Birth


U.S. IMMIGRANT

POPULATION

Facts and Figures


Legal Immigration from 2000 to 2009

9,168,612 PERSONS OBTAINED

LEGAL PERMANENT RESIDENT

STATUS

• 3,962,381 Americans 1,540,099 Mexicans

909,072 Caribbean Islanders

755,234 South Americans

544,117 Central Americans

213,841 Canadians

• 2,994,336 Asians

• 1,315,537 Europeans

• 636,938 Africans

452,196 PERSONS GRANTED

REFUGEE STATUS

51 Source: Yearbook of Immigration Statistics: 2008, U.S. Department of Homeland Security.

Both legal and illegal immigration remains strong, although it has tapered off since 2007 and is likely to remain somewhat flat until immigration reform is resolved among state and federal lawmakers.

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Le

ga

l Pe

rma

ne

nt

Re

sid

en

t S

tatu

s

Year


Mexico57%

Central America10%

South America7%

Carribean5%

Asia12%

Middle East1%

Europe & Canada5%

All Other3%

Unauthorized Immigrants in the U.S.

U.S. IS CURRENTLY HOME TO ABOUT 11.2 MILLION

UNAUTHORIZED IMMIGRANTS

• Roughly 6.3 million are from Mexico

• Another 2.4 million come from other Latin American

countries

• Majority of these immigrants are young men – aged 20 -35

years old

ACCORDING TO THE MOST RECENT CENSUS DATA ,THE

2009 IN-FLOW OF NEW IMMIGRANTS FROM MEXICO IS

THE LOWEST SEEN IN A OVER A DECADE

• March 2008 -March 2009 only saw approximately 175,000

new arrivals – roughly 41% less than the previous year

MEXICO IS THE LEADING COUNTRY OF ORIGIN FOR

IMMIGRANTS ENTERING THE UNITED STATES

• Additionally, roughly 60% of all unauthorized immigration

comes from Mexico

• The vast majority of immigration decline across the U.S. is a

result of declining numbers of unauthorized immigrants

crossing the border

ALL PEOPLE WITH STEADY RESIDENCES ARE

REPRESENTED IN AMDS POPULATION ESTIMATES

REGARDLESS OF LEGAL STATUS

• 2.2 million legal non-immigrants with student and work visas

are included in AMDS

52

Sources 1. Department of Homeland Security, 2008

2. Jeffrey S. Passel and D‟Vera Cohn; U.S. Unauthorized Immigration Flows

Are Down Sharply Since Mid-Decade, September 2010. Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353.

INCOME, SOCIOECONOMIC

STRATA AND CONSUMER

SPENDING DYNAMIX™

Economics


Median Household Income by Culture Group

Asians top the list in terms of annual household income, due in part to both the disproportionately large number in working age cohorts and to their higher levels of educational attainment. Hispanics are about 17 percent below the overall median.


$69,095

$34,451

$56,237

$43,480

$53,202

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

Asian & P.I. Black White Hispanic Total

Inc

om

e

Median Household Income

HHsMedian HH

Income

Mean HH

Income

Aggregate HH

IncomeTotal 119,073,452 $53,202 $63,866 $7,604,724,611,813

White 97,866,614 $56,237 $66,273 $6,485,867,571,455

Black 14,579,344 $34,451 $45,456 $662,723,228,580

Asian & Pacific Islander 4,521,922 $69,095 $77,430 $350,132,132,321

Hispanic 14,107,543 $43,480 $53,659 $757,001,355,342


14,374,862

4,280,695

13,713,851

0.00

2,000,000.00

4,000,000.00

6,000,000.00

8,000,000.00

10,000,000.00

12,000,000.00

14,000,000.00

16,000,000.00

Ho

us

eh

old

Co

un

ts b

y R

ac

e

Percent Households by Income Ranges

African American Asian Hispanic

23.10%

14.12%

12.81%

14.84%

16.29%

8.79%

7.01%

3.04%

$150,000 or more

$100,000 to $149,999

$75,000 to $99,999

$50,000 to $74,999

$35,000 to $49,999

$25,000 to $34,999

$15,000 to $24,999

less than $15,000

10.37%7.46%7.55%11.12%

17.74%

13.43%

17.16%

15.17%

14.31%

13.46%

13.16%

16.37%

18.99%

10.63%

8.78%

4.30%

Income Ranges by Ethnicity/Race


Over 40% of Hispanic households earn more than $50,000 per year

and 71% earn over $25,000 per year.

Nearly 50% of African American households

earn over $35,000 per year

Over 63% of Asian households earn more than $50,000 per year


0

20

40

60

80

100

120

140

An

nu

al E

xp

en

dit

ure

s U

SD

(in

billio

ns

)

Categories

Annual Aggregate Hispanic Consumer


Hispanic spending is quite substantial in all major categories, especially due to their relative youth and larger than average household size. Total aggregate Hispanic consumer

spending for 2011 is over 593 Billion.

56 Source: Geoscape, American Marketscape DataStream and Consumer Spending Dynamix™: 2011.


0

20

40

60

80

100

120

An

nu

al E

xp

en

dit

ure

s U

SD

(in

billio

ns

)

Categories

Annual Aggregate African American Consumer


African American spending is higher relative to other groups in health care, personal care and utilities—a reflection of their age, lower household income and their presence in cooler climates. Total aggregate Black consumer spending for 2011 is

over 506 Billion.



Annual Aggregate Asian American Consumer


Asian American & Pacific Islander spending is quite substantial in all major categories—especially noteworthy are the expenditures in personal insurance and pensions compared to Hispanic and African American households; this is partially due to their relatively

high level of household income. Total aggregate Asian consumer spending for 2011 is over 288 Billion.


0

10

20

30

40

50

60

70

80

An

nu

al E

xp

en

dit

ure

s U

SD

(in

billio

ns

)

Categories


Top Hispanic Consumer Spending Categories


Hispanics consume more than the average American household in many categories. Among those over-indexing categories are Apparel and various food products consumed in the home.

0

100

200

Apparel & Services Subtotal*

BeefPoultry

Fresh FruitsFats & Oils

116%

134% 135% 133%123%

Exp

en

dit

ure

Ind

ex

Categories

Average household spending is 100 percent and

the shown categories are among those with above

average spending.


Top Asian Consumer Spending Categories


Asians consume far more than the average American household in various categories such as apparel, certain foods consumed at home, certain entertainment categories and education.

100

200

300

Apparel & Services

Subtotal*

Cereals & Cereal

Products Subtotal*

Poultry Fish & Seafood

Fresh Fruits Fresh Vegetables

Fees & Admissions

Subtotal

Education Subtotal

126%

180%

141%

269%

156%

198%

130%

186%

Ex

pe

nd

itu

re In

de

x

Categories

Average household spending is 100 percent and

the shown categories are among those with above

average spending.


Hispanics and Asians drive consumer

spending growth


N-H White 2.39

N-H Black 2.58

N-H Asian 2.90

Hispanic 3.32

Average Household Size


Annual Consumer Spending Growth „09 –‟10

POPULATION RANKING

BY METRO MARKETS

Multicultural DMAs


Top Ten Multicultural DMAs

Los Angeles is home to the largest ethnic population with African Americans, Asians and Hispanics numbering more than 11.6 million.

63

Designated Market Area Population Group 1990 2000 %Change 2011 %Change %Total 2016 %Change

African-American & Black (non-Hispanic) 1,168,997 1,181,524 1.1% 1,040,285 -12.0% 5.9% 1,024,322 -1.5%

Asian & Pacific Islander (non-Hispanic) 1,294,204 1,714,098 32.4% 2,062,889 20.3% 11.6% 2,227,251 8.0%

Hispanic 4,635,170 6,466,855 39.5% 8,124,663 25.6% 45.8% 8,814,324 8.5%

Total Population 14,389,453 16,143,887 12.2% 17,730,578 9.8% - 18,436,124 4.0%

African-American & Black (non-Hispanic) 3,032,645 3,242,087 6.9% 3,314,680 2.2% 15.6% 3,326,245 0.3%

Asian & Pacific Islander (non-Hispanic) 852,331 1,396,910 63.9% 1,952,467 39.8% 9.2% 2,159,260 10.6%

Hispanic 2,724,892 3,750,958 37.7% 4,585,853 22.3% 21.6% 4,958,114 8.1%


African-American & Black (non-Hispanic) 1,551,534 1,684,815 8.6% 1,675,029 -0.6% 17.0% 1,685,064 0.6%

Asian & Pacific Islander (non-Hispanic) 251,012 387,879 54.5% 534,922 37.9% 5.4% 596,541 11.5%

Hispanic 873,451 1,497,599 71.5% 2,065,963 38.0% 20.9% 2,296,839 11.2%


African-American & Black (non-Hispanic) 500,454 462,534 -7.6% 418,348 -9.6% 5.8% 422,098 0.9%

Asian & Pacific Islander (non-Hispanic) 878,413 1,291,017 47.0% 1,659,411 28.5% 23.1% 1,867,662 12.5%

Hispanic 880,302 1,288,642 46.4% 1,679,293 30.3% 23.3% 1,902,325 13.3%


African-American & Black (non-Hispanic) 701,572 824,586 17.5% 974,332 18.2% 15.1% 1,049,320 7.7%


Hispanic 802,951 1,410,991 75.7% 2,262,769 60.4% 35.2% 2,695,411 19.1%


African-American & Black (non-Hispanic) 602,156 750,020 24.6% 914,457 21.9% 12.4% 1,014,121 10.9%


Hispanic 538,515 1,174,767 118.1% 2,095,626 78.4% 28.4% 2,529,593 20.7%


African-American & Black (non-Hispanic) 563,374 749,753 33.1% 891,309 18.9% 20.3% 919,157 3.1%


Hispanic 1,064,674 1,575,704 48.0% 2,110,143 33.9% 48.0% 2,318,548 9.9%


African-American & Black (non-Hispanic) 875,706 1,321,869 50.9% 1,916,640 45.0% 28.3% 2,154,772 12.4%


Hispanic 64,461 325,007 404.2% 756,501 132.8% 11.2% 939,137 24.1%




Hispanic 224,860 439,500 95.5% 809,155 84.1% 12.6% 981,114 21.3%




Hispanic 275,700 468,380 69.9% 739,010 57.8% 9.2% 858,140 16.1%


#7 Miami-Ft. Lauderdale

#8 Atlanta

#9 Washington, DC

(Hagerstown)

#10 Philadelphia

#1 Los Angeles

#2 New York

#3 Chicago

#4 San Francisco-

Oakland-San Jose

#5 Houston

#6 Dallas-Ft. Worth


DMA Percent Multicultural Population >500,000

Ranked by Multicultural Pop Counts


Top 10 DMAs

• Los Angeles

• San Francisco-Oakland-San Jose

• Houston

• Miami-Ft. Lauderdale

• San Antonio,

• Fresno-Visalia

• Albuquerque-Santa Fe

• Honolulu

• Harlingen-Weslaco Brownsville-

McAllen

• El Paso (Las Cruces)

Many of the largest DMA’s have become culturally-diverse—

implying that the opportunity to serve American consumers

must take into account a variety of tastes and

preferences .


APPLYING THE DATA

Business Implications


Practical Applications for Business

Situations

• STRATEGIC PLANNING

• MARKET POTENTIAL ASSESSMENT

• PRODUCT DEVELOPMENT & POSITIONING

• DATABASE MINING & MODELING

• RETAIL SITE SELECTION & DISTRIBUTION

• MARKETING COMMUNICATIONS & MEDIA PLANNING

• PROMOTIONS & DIRECT RESPONSE

• MARKET RESEARCH: SURVEYS, FOCUS GROUPS, ETC.

• INDUSTRY SPECIFIC INTELLIGENCE APPLICATIONS

• SALES POTENTIAL AND FORECASTING

• CONSUMER SEGMENTATION AND TARGETING

• CUSTOMER RELATIONSHIP MANAGEMENT

66

Data from AMDS can be applied to a wide variety of situations and challenges using computerized applications such as the online Geoscape Intelligence System or GIS. Some of the applications are listed below—please contact a Geoscape

Client Advisor to learn more about how to put in into action.


GLOSSARY

Definition of key terms


Glossary

AGGREGATE HOUSEHOLD INCOME:

sum of the household income for all households within a given geography.

ASIANICITY:

Geoscape term for level of acculturation for the Asian population based on a blend of ethnicity, immigration, and language characteristics (see slide

42 for additional details).

DESIGNATED MARKET AREAS (DMAS):

Nielsen Media Research‟s non-overlapping geographic areas of analysis for local television markets that covers the continental United States,

defined annually.

FOREIGN-BORN:

persons who were not U.S. citizens at birth and were born outside of the United States or U.S. territories.

HISPANIC:

refers to a person of Spanish or Latin American origin of any race.

HISPANICITY:

Geoscape term for level of acculturation for the Hispanic population based on a blend of ethnicity, place of birth, immigration, and language

characteristics (see slide 27 for additional details).

HOUSEHOLD:

includes both family and non-family members occupying a single housing unit (e.g., apartment, mobile home, duplex, condo, and single family

dwelling).

Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. 68

Glossary

HOUSEHOLD CONSUMER SPENDING:

the annual household expenditures for consumer goods and services such as food, shelter, apparel, entertainment, transportation, education, books,

insurance, and health care. Does not include financial investments like stocks, bonds, and savings accounts that are not part of a pension plan.

HOUSEHOLD INCOME:

the sum of all types of income (i.e., wages, pensions, interest, winnings, and government assistance) received in the calendar year by all household

members 15 years old and over

LEGAL PERMANENT RESIDENT:

foreign nationals who have been granted the right to reside permanently in the United States, often referred to simply as “immigrants” or “permanent

resident aliens.”

MEDIAN HOUSEHOLD INCOME:

the household income value that 50% of households are below and 50% are above

METROPOLITAN AREA:

a statistical area defined by a central city and the surrounding political areas liked to the central city by economic and urban bonds.

RACE:

categories include American Indians/Native Americans, Asians, Blacks/African Americans, Pacific Islanders, and White or one or more combination

of these

REFUGEE:

any person who is outside the country of his/her nationality, is unable or unwilling to return to that country for fear of persecution based on race,

religion, nationality, or political opinion – considered a special class of immigrant.

SOCIOECONOMIC STATUS (SES):

Blends variables such as income, education, occupation, and home ownership into a measure that helps identify propensity for household consumer

spending.

Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. 69

Phone: 1.888.211.9353

E-mail: [email protected]

Web: www.geoscape.com

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