The Houston Chronicle has compiled the following fast facts about the Houston Hispanic market: FROM 2000 TO 2005, THE BUYING POWER OF HOUSTON’S HISPANICS INCREASED 102% The rapid growth of the Hispanic population segment means great market potential for advertisers. In Houston, Hispanics represent: $25.1 billion in consumer buying power and $9.8 billion in retail sales. Sources: Selig Center for Economic Growth, Market Book 2006; Demographics USA; 2002 and 2004 U.S. Hispanic Market Report, Synovate, THE HISPANIC POPULATION WILL ACCOUNT FOR THE MAJORITY OF HOUSTON’S FUTURE GROWTH By 2015, the Houston Metropolitan area is projected to grow 17% from its current population of 5.1 million to 6 million. 75%, or more than 654,000, of this growth will be Hispanic. Source: Texas State Data Center 2006 HISPANICS ARE THE LARGEST ETHNIC GROUP IN TOWN Houston has a large and growing Hispanic population. In fact, one of every three Houstonians is of Hispanic descent. This growing population has been largely untapped in years past, but marketers are finally seeing the exciting possibilities of reaching into this important demographic group. HOUSTON HAS THE LARGEST HISPANIC POPULATION IN TEXAS AND THE 5TH LARGEST IN THE UNITED STATES Top 10 Texas DMAs with the highest Hispanic population: Metros Hispanic Population 1. Houston 1,742,879 2. Dallas/Ft. Worth 1,537,572 3. San Antonio 1,163,556 4. Harlingen/Weslaco 998,507 5. El Paso/Las Cruces 718,730 6. Austin 432,861 7. Corpus Christi 331,544 8. Laredo 225,412 9. Odessa/Midland 164,778 10. Waco/Temple/Bryan 164,237 Source: Demographics USA 2005 Top Hispanic Metro Rankings Top 10 major DMAs with the highest Hispanic population: Metros Hispanic Population 1. Los Angeles 7,481,904 2. New York 4,236,512 3. Miami 1,857,551 4. Chicago 1,748,912 5. Houston 1,742,879 6. Dallas/Ft. Worth 1,537,572 7. San Francisco 1,429,759 8. Phoenix 1,181,889 9. San Antonio 1,163,556 10. Harlingen/Weslaco 998,507 Source: Demographics USA 2005 Top Hispanic Metro Rankings DEMOGRAPHIC PROFILE OF HOUSTON HISPANICS Houston’s Hispanics are younger than the general population, so you can reach them before they become loyal to someone else’s product. And 26% of Houston’s Hispanics have some college or more. Source: 2005 Scarborough Report, Houston DMA