UPDATE

Update on Statistics and Facts about the Hispanic/Latino population in Alabama

October 2010

This information is based on data provided by the U.S. Census. Source: www.census.gov

At 15% of the US population today, Hispanics are now America’s largest “minority”group. Over time, this fast-growing population will grow to almost 30 percent of the total U.S. population, and will be the central driver of turning America into a “majority-minority” nation by 2050. Source: New Policy Institute, “Hispanics Rising 2010: An Overview of the Growing Power of America’s Hispanic Community. A Report of the 21st Century America Project.

1. The projected Hispanic population of the United States on July 1, 2050, will be of 132.8 million. According to this projection, Latinos will constitute 30 percent of the nation’s population by that date.

2. The U.S. Hispanic/Latino population rank 2nd worldwide. Only Mexico (111 million) had a larger Hispanic population than the United States (48.4 million).

3. More than 1 of every two people added to the nation’s population between July 1, 2008, and July 1, 2009, was Hispanic. There were 1.4 million Hispanics added to the population during the period.

4. Hispanic/Latinos are the fastest-growing minority group. They have a 3.1% percentage increase between July 1, 2008, and July 1, 2009.

5. In the U.S. 26% of children younger than 5 are Hispanic. All in all, Hispanics comprised 22 percent of children younger than 18. In Alabama, there are approximately 40,700 Hispanic children younger than 18.

6. While the median age for the U. S. population as a whole is 36.8 years, the Hispanic/Latino population media age is 27.4 years.

7. The number of Hispanic males is 107 per every 100 Hispanic females. This was in sharp contrast to the overall population, which had 97 males per every 100 females.

8. The percentage increase in the Hispanic population in Alabama is 6.6% which led all states.

9. The estimated Hispanic/Latino population in Alabama is 188,640. Thirty-three percent (62,251) of this population is located in Central Alabama.

10. Receipts generated by Hispanic-owned businesses in the U.S. was $345.2 billion in 2008. It was up 55.5 percent from 2002.

11. The number of Hispanic family households in the United States was 10.5 million. Of these households, 61 percent included children younger than 18. In Alabama, close to 23,014 family households include children younger than 18.

12. The percentage of Hispanic family households consisting of a married couple is 66%.

13. The number of U.S. residents 5 and older who spoke Spanish at home in 2008 was 35 million. Those who “hablan español” constituted 12 percent of U.S. residents. More than half of these Spanish speakers spoke English “very well.”

SOURCE U.S. Census Bureau – Newsroom, Facts for features.

1. Market Analysis Summary

The cities in the Greater Birmingham Metropolitan Area are experiencing a booming growth among its Hispanic/Latino population over the past 10 years. Birmingham’s Hispanic/Latino population is the 6th fastest growing destination in the nation, according to a study by the Brookings Institution and the Pew Hispanic Center Research Groups.

The total number of Hispanics in Birmingham’s Metro Area, Central City and Suburbs was already over 62,251 in the year 2010. This figure means an increment of over 200.87 percent since December 2000, outpacing the national average of 31 percent.  This new population has an increasingly significant impact on the economic, cultural, and civic life of the region.

In Alabama, there are three groups of Hispanic/Latinos: a) Families, that arrived to Alabama in the last 25 years. This is the largest group (near 70%). Within this group, there is a large young population (15-25 years). b) Mobile community, formed primarily by service workers that arrive to the state and leave at any time in search of more job opportunities. This group is around 20% of the total Hispanic/Latino population. c) Latin Americans, with people from different countries in Central and South America. They are professionals, technicians, and also laborers. This group comprises up to 10% of the total population.

2. Market Growth

Census figures show that Hispanics account for $800 billion a year in goods and services, and Hispanic buying power will only increase with time. The University of Georgia’s Selig Center for Economic Growth estimates Hispanic buying power was $926.1 billion in 2007, and Hispanics had a 7.6 percent share of overall buying power in 2002. That buying power is growing at a compound annual rate of 8.7 percent, while the non-Hispanic/Latino rate is growing by only 4.8 percent a year.

3. Successful Marketing Strategies

Used by HOLA Latino in 2009 and 2010.

3.1 To reach the Hispanic/Latino Population AGE Group 15-35 (Male and Female):

Social Media:

- HOLA Latino Facebook network of 1,300 Hispanic/Latino members including Central Alabama, Northeast Alabama, Montgomery, Dothan, Tuscaloosa, and Russellville.

- HOLA Latino TV – Youtube Channel, with daily posts on the most important local news and updates.

- HOLA Latino RADIO – 24/7 Internet radio station with Mexican Regional Music (9AM-4PM) and Latino Music (4PM-9AM).

3.2 To reach Hispanic/Latino Families (primarily targeting mothers and children, as well as male 35-65, and Hispanic professionals).

Print:

-  HOLA Alabama Magazine. Distributed in all Central Alabama Hispanic stores and related businesses.

- JARIPEO Magazine. To be distributed since December 1, 2010 (Jaripeo means RODEO in Spanish).

- Posters and Flyers, distributed in 109 Hispanic own and related businesses in Central Alabama.

TV:

- HOLA Amigos TV show. Magazine with 3minute segments on Sports, Cars, Health, Celebrations, Children, Social Work, Business and Entertainment. To start in January 2011.

3.3 To reach Hispanic/Latino mobile communities (construction and service workers 15%-25% of the total population)

Radio: HOLA Latino have outsourced from local AM radio stations depending upon demand

Newspaper: HOLA Latino have outsourced from local newspapers depending upon demand

3.4 To reach all Hispanic/Latino age groups

Events: HOLA Latino produced monthly events in different areas of Central Alabama. These events are part of the year “Signature Campaigns” that target specific areas of interest such as:

- Kings Day (Día de Reyes) Film Festival (Alabama Theatre) 8-9 Jan

- All Sports (Todo Deportes), Alabama Soccer Fanatic (Local Soccer Leagues Championship Tournaments) 15-30 June, 1-15 Dec.

- World of Cars/Automotive (A toda Máquina), Full Speed/Indy in Alabama 8-10 April

- Cinco de Mayo Festival (Cultural Celebration) 1 May

- The Magic Balloon (Fiesta de la Aventura) 19 Jun

- Healthy Living – Preventive Health Safety and Preparedness (Mexican Independence Celebration) 18 Sep

- HOLA Latino Awards Gala – Recognition to outstanding companies in the fields of Education, Services and Community Outreach – 24 September

- Law and Order – The Law and Business Seminar/Expo – October 17

- Good Business “Christmas Spectacular” – 18 Dec

  Information Is Power