Page 28 - Latino Boom II

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l a t i n o b o o m I I
observed most at the state and local level (see Figure 3.7)—which, as we
saw in Chapter 1, were also felt at the political level.
While the geographic dispersion in nontraditional areas is an impor-
tant phenomenon to continue tracking and will most certainly affect
specific areas where the Latino population has seen double- or even
triple-digit growth, the reality is that the majority of the Latino popu-
lation is still concentrated in the top eight traditional states. For mar-
keters of national consumer products—goods and services—the good
news is that you can still reach 75 percent of Hispanics by focusing your
marketing efforts in the eight states with Hispanic populations of one
million or more (California, Texas, Florida, New York, Illinois, Arizona,
New Jersey, and Colorado). See Figure 3.8. I included Puerto Rico, even
though it is not a state, just for comparison purposes.
But it’s not only about reaching Latinos in large numbers, it’s about
the consumer trends that are emerging in those areas, which smart
marketers can use to get ahead of the curve and learn from. According
Figure 3.7
Growth of Hispanics in Nontraditional Areas