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HONOLULU, HI DMA
The DMA for Honolulu includes
Honolulu City – the largest city and the
state capital as well as the rest of the
island of Oahu. The Honolulu DMA has
a total population of 1,382,126 and is
the financial center of the Hawaiian
islands in the Pacific Ocean. It is also a
major hub for international business,
military defense, as well as famously
being host to a diverse variety of east-
west and Pacific culture and traditions.
The vast majority of the population is
represented by the Asian population at
46.8% of the total with 22.7% being
White Non-Hispanic, 1.4% Black Non-
Hispanic and 9.3% Hispanic.
The largest Asian populations are
Japanese (19.9%), Filipino (13.2%) and
Chinese (10.4%). Many of them are
descendants of the laborers brought to
the islands to work the sugar cane
fields in the 19th century. The native
Hawaiian population makes up only
8.4% of the total population.
The Hispanic population, however, has
experienced a 47% increase, growing
from 87,582 in 2000 to 129,219 in
2012. The Hispanics that reside there
are primarily of Mexican (46%) &
Puerto Rican Origin (43%).
Honolulu means “sheltered bay” in the
Hawaiian language. Evidence indicates
that the first Polynesian settlers arrived
in Hawaii in the 11th century but it
wasn’t until 1845 that the capital was
moved to Honolulu. Statehood in 1898,
brought about a population and
economic boom to the islands and
Honolulu with an influx of tourists. As of
2011, air travel brings over 7 million
visitors annually to the islands and
tourism contributes more than $10
billion to the local economy.
Honolulu’s location not only allows it to
thrive in the tourism industry but also
makes it a large business and trading
hub between the East and West.
Population 2012 Ranking 2012 Population
Total 61 1,382,126
Hispanic 64 129,219
White non-Hispanic 143 313,532
Black non-Hispanic 133 19,845
Asian non-Hispanic 4 646,182
1990 2000 2012 2017
Hispanic Population 78,747 87,582 129,219 149,263
White Non-Hispanic 347,805 276,191 313,532 323,946
Black Non-Hispanic 25,480 20,082 19,845 19,612
Asian Non-Hispanic 648,706 601,753 646,182 658,790
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Po
pu
lati
on
-10.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
TotalPopulation
HispanicPopulation
White Non-Hispanic
Black Non-Hispanic
Asian Non-Hispanic
% Change '00 v '12
HONOLULU, HI DMA
ASIANICITY 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.
AA1 (2012) 43%
AA2 (2012) 9%
AA3 (2012) 18%
AA4 (2012) 17%
AA5 (2012) 13%
Over 40% of Asians in the Honolulu DMA
are very acculturated – meaning they are
English Dominant and have few Asian
cultural practices
Although only comprising 9% of the total population in
the Honolulu DMA, the Hispanic population has grown
close to 50% in the past 12 years and is projected to
grow an additional 15% in the next five years.
ASIANICITY™
9%
23%
1%
47%
0.21% 20%
Hispanic Population White Non-Hispanic
Black Non-Hispanic Asian Non-Hispanic
American Indian Non-Hispanic Other Non-Hispanic
1%
10%
30%
32%
4% 2%
0.31%
0.06%
0.15%
19%
2%
0.05% 0.15% Other SE Asian
Chinese & Taiwanese
Filipino
Japanese
Korean
Vietnamese
Asian Indian
Other S. Asian(Bangladeshi)Other Asian Pop
Polynesian
This chart indicates the percentage of the
Asian population in the Honolulu, HI DMA
by Country-of-Origin
HONOLULU, HI DMA
P. 888.211.9353 | E. [email protected] | URL. www.geoscape.com
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2012
The Designated Market Area (DMA) boundaries are defined by Nielsen.
Socio-Economic Status (SES) is a Geoscape proprietary Culture
Code® that comprises a blend of income, education, occupation and
housing characteristics. SES helps identify consumer purchasing
power and preferences.
Households are grouped into common segments as an A-E index or
percentile ranking (values 1-100) by ZIP Code, Census Tract or Block
Group. "A" and "100" are the highest levels of socioeconomic status
while "E" and "1" are lowest levels.
This map indicates the Socio-Economic
Status of Asian Households by Block
group for the Honolulu, HI DMA
HONOLULU, HI DMA
This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) and the American
Marketscape DataStream™ Series 2012 and Consumer Spending Dynamix™ Series 2012.
For a FREE test drive of GIS, point your browser to: http://gis.geoscape.com/testdrive/
Copyright 2013 © All rights reserved. Reproduction rights are granted provided the material is reproduced in its
entirety and sourced to Geoscape and the American Marketscape DataStream, Series 2012.
P. 888.211.9353 | E. [email protected] | URL. www.geoscape.com
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.
This map illustrates Dominant
Country of Origin by Block group for
the entire Honolulu, HI DMA
