What clients say about AMDS & GIS data insights

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 "I really like Geoscape's Retail Target™ because it helps us
The Flyer-A Division of Harte Hanks understand demographics around our clients' locations
to optimize or marketing campaigns."

-- Gonzalo Parral, Hispanic Marketing Manager
GE Money

"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, "Geoscape's American Marketscape DataStream™ helps us
language, and other ethnicity measures extremely identify key segments of the Latino community as we
valuable for retail and all other industries." expand our industry-leading Latino-focused products and
marketing nationwide. The rich population data enables us
-- Luisa Acosta-Franco, Vice President of Multicultural to target what we consider the largest "foreign" market
Markets; Farmers Insurance 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 info@geoscape.com.

César M Melgoza
Founder & CEO
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. 3

CONTENTS

02 08 27
WHAT OUR CLIENTS ARE CULTURAL DIVERSITY ACCULTURATION
SAYING ABOUT AMDS & GIS 09 Population Change by Ethnicity/Race 28 Acculturation: Hispanicity™ Codes
10 Growth from 1990 to 2016 by Ethnicity/ 29 Hispanicity™ Among Top 5 DMAs
Race 30 Hispanicity™ & Hispanic SES Matrix (descriptions)
11 Population Growth 1990 to 2016 31 Hispanicity™ & Hispanic SES Matrix (counts & indices)
12 U.S. Population: 2011 by Ethnic Group 32 Hispanicity™ & Life Stage Matrix (counts & indices )
13 From the 11 year period 2000 to 2011… 33 Hispanicity™ & Country or Origin Matrix (counts &
06 14 Multicultural Boom
34
indices)
Micro Targeting by Hispanicity™ Dimensions
GEOSCAPE® PROVIDES 35 Hispanic Language Usage

15 36
37
38
Hispanic Language Usage Among Top Five DMAs
Hispanic by Age Range Distribution
Blacks by Age Range Distribution
REGIONAL SHIFTS 39 Asian Americans by Age Range Distribution
40 Country of Origin: Hispanics
16 Multicultural America by County in 1980
41 Country of Origin: Hispanics in Five States
17 Multicultural America by County in 2016
42 Hispanic Foreign Born Population by Country
18 Majority-Minority Counties in 2011
43 Asianicity™ Asian American Acculturation
19 Hispanic Population Concentration 1980
07 20
21
Hispanic Population Dispersion 2016
African American Population Concentration 2011
44
45
46
Asianicity™ & Asian SES Matrix (counts & indices)
Asianicity™ & Life Stage Matrix (counts & indices)
Asianicity™ & Country of Origin Matrix (counts &
22 Asian Population Concentration 2011
AMDS METHODOLOGY OVERVIEW 23 Hispanic & Non Hispanic White Population Growth
indices)
47 Country of Origin: Asian Americans
from 1990 to 2016
48 Country of Origin: Asian Americans in Five States
24 Top 25 States with Largest Population Counts
25 Top 25 DMAs with Largest Population Counts
49 Asian Foreign Born Population by Country
26 Top 25 DMAs with Highest Growth Rates Between
1990-2016


CONTENTS

50 62 65
FACTS & FIGURES MULTICULTURAL DMAs BUSINESS IMPLICATIONS
51 Legal Immigration 2000 to 2009 63 Top Ten Multicultural DMAs 66 Practical Applications for Business Situations
52 Unauthorized Immigrants in the U.S. 64 DMA Percent Multicultural Population
>500,000 Ranked by Multicultural Pop
Counts

53 67
ECONOMICS GLOSSARY
54 Median Household Income by Culture Group 68 Glossary
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


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

Data Resources
• AMDS Geo-demographics • HomeBase - Consumer Lists
• CSDx Spending Potential • BizBase - Business Lists
• BehaviorBase • MediaBase
– Healthcare – Coverage Data
– Auto Insurance – Circulation Data
– The Media Audit
– Mediamark
Research Analytics
Technology Actionable • Ground-Truth™ Segmentation
• Geoscape Intelligence System Intelligence • Retail Trade Distribution
• DirecTarget® SDK for a culturally- • Customer Data Enrichment
diverse business • Descriptive Customer Profiles
environment • Predictive Modeling
• Sampling Design
• Quantitative Surveys
• Qualitative Focus Groups
• Conjoint Trade-off Modeling
• Combined Deliverables • Strategic Planning
• Custom Databases • Opportunity Assessment
• Integrated Systems Solutions Consulting • Business Planning Support

AMDS Methodology Overview
Multicultural population & household data – uniquely precise.
Planning Year & Five-Year forecast market data; 2011/2016, July 1st vintage date.

In-depth representation of Over 1,500 indicators on
Macro-to-micro coverage
U.S. cultural diversity various subject areas
• Employs proprietary household & individual • Identifies cultural populations missed by the
• U.S., state, Nielsen Designated Market Area level data. Census.
(DMA), metro area, county, congressional – Helps rectify the under-count in recent
district, ZIP code, census tract and block • Utilizes proprietary DirecTarget® Technology. immigrant groups.
group levels.
• Incorporates dozens of public and private • Includes building permit & residential build-out
source data sets including primary research data.
surveys.
• Built from the “ground-up” not the other way
• Language, Income, Socioeconomic Status
around by a team of specialized
(SES), Country of Origin, Consumer Spending,
demographers, statistical modelers & • 1990 & 2000 Census data to present
Age Cohorts, Acculturation (Hispanicity™
database programmers in a perennial effort geographic areas; for time series.
and Asianicity™ segmentation), Technology
to stay at the cutting-edge of research. Adoption and many others.
• Incorporates the American Community Survey
(Census Bureau) & integrates various
government data sources.
• Features 337 detailed Consumer Spending
Dynamix™ (CSDx) indicators by major ethnicity
group, plus 15 major category and 4 summary
variables.


Cultural Diversity

THE CHANGING FACE OF
AMERICA


Population Change by Ethnicity/Race
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.
Asian & PI* Black* Hispanic
Non Hispanic White Hispanic Black Asian HBA Combined
80,000,000 100%

Hispanics became the 90%
The Non-Hispanic White population
largest ―minority‖ group will be about equal in size to
US Population (in millions)

80%
60,000,000 in 2000 and have Hispanic+Black+Asian in 2050.
continued to surge. 70%

Percent
60%

40,000,000 50%

40%

30%
20,000,000
20%

10%

0 0%
1960 1970 1980 1990 2000 2011 2016
2000 2005 2010 2015 2020 2025 2030 2035 2040 2045 2050
Years Years

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

Note: Population in the Commonwealth of Puerto Rico (3.99 million) is not included in Hispanic population figures.
* 2000-2011-2016 numbers for Asian and Black are for Non-Hispanic; 2011 and 2016 Estimates as of July 1.
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape; American Marketscape DataStream: 2011 Series and the U.S. Census Bureau. 9

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.

N-H White N-H Black N-H Asia & N-H PI Hispanic
80.0%
75.8%

69.1%
70.0%
64.7%
62.7%

60.0%

50.0%
Percent Population

40.0%

30.0%

20.0%
17.9%
16.4%
10.0% 11.8% 12.0% 12.5% 12.2% 12.2%
8.8% 4.7% 5.1%
2.8% 3.7%

0.0%
1990 2000 2011 2016
Years

Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape, American Marketscape DataStream: 2011 Series. 10

Population Growth 1990 to 2016
Hispanic Non-Hispanic Black Non-Hispanic Asian & Pacific Islander All Other Non-Hispanic

100.0%
21.9%
20.0%
90.0% From 2000 to 2011,
35.3% Asians, Blacks &
80.0%
Hispanics accounted
14.0% 12.9%
for about 80% of
70.0%
population growth,
Percent Growth

60.0% 10.4% 14.0% 13.8%
while Hispanics
accounted for nearly
50.0% 52% of growth during
13.5%
that period!
40.0%

30.0%

52.0%
20.0% 40.7% 51.4%

10.0%

0.0%

Growth 1990-2000
Growth 2000-2011
Growth 2011-2016
Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Source: US Census Bureau for 1990 and Geoscape for 2016 projections. 11

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.

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

12%

5%
67% 33%

16%


From the 11 year period 2000 to 2011…
Massive growth during this period, increasingly diversifying the American population.

NEARLY 16 MILLION ADDITIONAL HISPANICS
45% growth during period
52% of the total population growth

MORE THAN 4.3 MILLION ADDITIONAL NON-HISPANIC BLACKS

OVER 4.3 MILLION MORE NON-HISPANIC ASIAN-PACIFIC ISLANDERS

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

Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape; American Marketscape DataStream: 2011 Series 13

Multicultural Boom
Robust, but with some slowing during current economic downturn.

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


Regional Shifts

NOTEWORTHY EVOLUTION
OF KEY AMERICAN
SUBCULTURES


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 • Top 25 Counties
listed at right are ranked by • Los Angeles, CA
multicultural population in 2011. • 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.


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.
% Hispanic Growth % Non-Hispanic White Growth

San Diego
Raleigh-Durham (Fayetteville)
Charlotte
Salt Lake City
Portland, OR
Orlando-Daytona Beach-Melbourne
Top 25 DMAs in 2016
Cleveland-Akron (Canton)
Sacramento-Stockton-Modesto
Tampa-St. Petersburg (Sarasota)
Miami-Ft. Lauderdale
Denver Charlotte is the leader in
Minneapolis-St. Paul percentage gain for Hispanic
DMAs

Detroit population growth during the
Seattle-Tacoma period, followed by Atlanta and
Phoenix (Prescott)
Raleigh.
Boston (Manchester)
Washington, DC (Hagerstown)
Houston
Atlanta
San Francisco-Oakland-San Jose
Dallas-Ft. Worth
Philadelphia
Chicago
Los Angeles
New York

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

Percent Growth

Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape, Marketscape DataStream: 2011 Series and US Census Bureau 1990. 23

Top 25 States with Largest Population Counts

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

Non Hispanic White % Non Hispanic Asian & PI % Asian & PI Black Hispanic % Hispanic
State Total Population
Population White Population Population Population Population
% Black Population
Population 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 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.
Non Hispanic % Non Hispanic
Total Asian & PI % Asian & PI Black % Black Hispanic % Hispanic
DMA Population
White White
Population Population Population Population Population Population
Population 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.

Non-Hispanic % Non- Non-Hispanic Non-Hispanic Asian % Non-Hispanic
Total Pop % Total Hispanic % Hispanic % Non-Hispanic
DMA 2016 Growth 2016 Growth
White Hispanic Black
Black Growth
& Pacific Is. Asian & Pacific Is.
2016 White Growth 2016 2016 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%

Copyright© Geoscape®, www.geoscape.com, 1 (888) 211-9353. Source: Geoscape, Marketscape DataStream: 2011 Series and US Census Bureau 1990. 26

Acculturation

LIFE STAGE, LANGUAGE,
BIRTHPLACE, IMMIGRATION


™
Acculturation: Hispanicity Codes
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™.

• 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) This pie shows the national
• Recent immigrant as adult (less than 10 years ago) distribution, although the mix
• Primarily Hispanic cultural practices of segments varies by region
• Identify with home country more so than U.S. 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.
120%
HA1: Americanizado HA2: Nueva Latina HA3: Bi-Cultural HA4: Hispano HA5: Latinoamericana
Percent Hispanic Population by Acculturation

100%

16.6% 14.7% 14.6% 15.1%

29.8%
80%
17.6% 18.3% 18.4%
17.2%

60% 18.3%

25.5% 26.8% 26.5%
28.1%

40% 23.4%

26.1% 26.5% 25.9%
26.2%

20% 21.6%

14.5% 14.5% 14.7% 12.1%
6.9%
0%
CHICAGO HOUSTON LOS ANGELES MIAMI-FT.LAUDERDALE NEW YORK
DMAs

Hispanicity™ & Hispanic SES Matrix (descriptions)

Hispanic Socioeconomic Status Segment
Hispanicity™ Segment HSES A H SES E
HSES B HSES C HSES D
(Acculturation) (More Affluent) (Less Affluent)

U.S. Born Hispanic (3rd Gen+), U.S. Born Hispanic (3rd Gen+), U.S. Born Hispanic (3rd Gen+), U.S. Born Hispanic (3rd Gen+), U.S. Born Hispanic (3rd Gen+),
English Dominant; Typically are English Dominant; Households English Dominant; Households English Dominant; Households English Dominant; Households most
households with over $85,000 annual generally between $50,000 and usually between $30,000 and $75,000 typically between $15,000 and often below $20,000 annual
HA 1: Americanizado household income, 4 year college $120,000 annual household income, annual household income, high $35,000 annual household income, household income; less than high
degree or graduate degree, owned some college or higher education, school graduate to some college, and high school or lower education, rented school education; rented housing,
housing, and employed in owned housing, professional or employed as skilled labor or service housing, employed as service or labor labor or service worker or
professional occupations. skilled occupation. worker. worker. unemployed.

U.S. Born Hispanic (2nd Gen) or U.S. Born Hispanic (2nd Gen) or U.S. Born Hispanic (2nd Gen) or
U.S. Born Hispanic (2nd Gen) or U.S. Born Hispanic (2nd Gen) or
Immigrated Before Age 6, English Immigrated Before Age 6, English Immigrated Before Age 6, English
Immigrated Before Age 6, English Immigrated Before Age 6, English
Preferred; Typically are households Preferred; Households generally Preferred; Households usually
Preferred; Households typically Preferred; Households most often
with over $85,000 annual household between $50,000 and $120,000 between $30,000 and $75,000 annual
HA 2: Nueva Latina income, 4 year college degree or annual household income, some household income, high school
between $15,000 and $35,000 annual below $20,000 annual household
household income, high school or income; less than high school
graduate degree, owned housing, and college or higher education, owned graduate to some college, and
lower education, rented housing, education; rented housing, labor or
employed in professional housing, professional or skilled employed as skilled labor or service
employed as service or labor worker. service worker or unemployed.
occupations. occupation. worker.

Foreign-Born Hispanic, Adolescent or Foreign-Born Hispanic, Adolescent or Foreign-Born Hispanic, Adolescent or Foreign-Born Hispanic, Adolescent or
Foreign-Born Hispanic, Adolescent or
Young Adult Immigrant (10 years+ in Young Adult Immigrant (10 years+ in Young Adult Immigrant (10 years+ in Young Adult Immigrant (10 years+ in
Young Adult Immigrant (10 years+ in
U.S), Bi-Lingual; Typically are U.S), Bi-Lingual; Households U.S), Bi-Lingual; Households usually U.S), Bi-Lingual; Households most
U.S), Bi-Lingual; Households typically
households with over $85,000 annual generally between $50,000 and between $30,000 and $75,000 annual often below $20,000 annual
HA 3: Bi-Cultural household income, 4 year college $120,000 annual household income, household income, high school
between $15,000 and $35,000 annual
household income; less than high
household income, high school or
degree or graduate degree, owned some college or higher education, graduate to some college, and school education; rented housing,
lower education, rented housing,
housing, and employed in owned housing, professional or employed as skilled labor or service labor or service worker or
employed as service or labor worker.
professional occupations. skilled occupation. worker. unemployed.

Foreign-Born Hispanic, Adult Foreign-Born Hispanic, Adult Foreign-Born Hispanic, Adult
Foreign-Born Hispanic, Adult Foreign-Born Hispanic, Adult
Immigrant, in U.S. 10 years+, Spanish Immigrant, in U.S. 10 years+, Spanish Immigrant, in U.S. 10 years+, Spanish
Immigrant, in U.S. 10 years+, Spanish Immigrant, in U.S. 10 years+, Spanish
Preferred; Typically are households Preferred; Households generally Preferred; Households usually
Preferred; Households typically Preferred; Households most often
with over $85,000 annual household between $50,000 and $120,000 between $30,000 and $75,000 annual
HA4: Hispano income, 4 year college degree or annual household income, some household income, high school
between $15,000 and $35,000 annual below $20,000 annual household
household income, high school or income; less than high school
graduate degree, owned housing, and college or higher education, owned graduate to some college, and
lower education, rented housing, education; rented housing, labor or
employed in professional housing, professional or skilled employed as skilled labor or service
employed as service or labor worker. service worker or unemployed.
occupations. occupation. worker.
Foreign-Born Hispanic, Adult Foreign-Born Hispanic, Adult Foreign-Born Hispanic, Adult Foreign-Born Hispanic, Adult Foreign-Born Hispanic, Adult
Immigrant (less than 10 years in U.S.), Immigrant (less than 10 years in U.S.), Immigrant (less than 10 years in U.S.), Immigrant (less than 10 years in U.S.), Immigrant (less than 10 years in U.S.),
Spanish Dominant/Dependent; Spanish Dominant/Dependent; Spanish Dominant/Dependent; Spanish Dominant/Dependent; Spanish Dominant/Dependent;
Typically are households with over Households generally between Households usually between $30,000 Households typically between Households most often below
HA5: Latinoamericana $85,000 annual household income, 4
$50,000 and $120,000 annual and $75,000 annual household $15,000 and $35,000 annual $20,000 annual household income;
year college degree or graduate
household income, some college or income, high school graduate to household income, high school or less than high school education;
degree, owned housing, and higher education, owned housing, some college, and employed as lower education, rented housing, rented housing, labor or service
employed in professional professional or skilled occupation. skilled labor or service worker. employed as service or labor worker. worker or unemployed.
occupations.
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.

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.

® TM
Geoscape American Marketscape DataStream Segmentation Matrix Summary Household Counts

HispanicityTM/Acculturation Segment
HSES A HSES B HSES C HSES D HSES E
HA1: 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

Geoscape® American Marketscape DataStreamTM Segmentation Matrix Summary Percents
HispanicityTM/Acculturation Segment
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%

Geoscape® American Marketscape DataStreamTM Segmentation Matrix Summary Indices

TM Hispanic Socioeconomic Status Segment
Hispanicity /Acculturation Segment
HA1: 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

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.
® TM
Geoscape American Marketscape DataStream Segmentation Matrix Summary Population Counts

Hispanic Life Stage
HispanicityTM /Acculturation Segment
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

Geoscape® American Marketscape DataStreamTM Segmentation Matrix Summary Percents

Hispanic Life Stage
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%

® TM
Geoscape American Marketscape DataStream Segmentation Matrix Summary Indices

Hispanic Life Stage
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

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.
® TM
Geoscape American Marketscape DataStream Segmentation Matrix Summary Population Counts

Hispanic Country of Origin
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

® TM
Geoscape American Marketscape DataStream Segmentation Matrix Summary Percents

HA1: 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%

® TM
Geoscape American Marketscape DataStream Segmentation Matrix Summary Indices
HA1: 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


Micro Targeting by Hispanicity™ Dimensions

Pinpoint exactly
where to find
Hispanicity™
dimensions by block
group, census tract
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