Page 29 - Latino Boom II

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P o r t r a i t o f L a t i n o U . S . A .
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to Nielsen, in certain areas within the states with much higher con-
centrations of Latinos, such as Texas (38 percent), Florida (23 percent),
Colorado (21 percent), New Mexico (46 percent) and Nevada (27 per-
cent), “marketers can analyze communities and anticipate new trends
that affect a growing portion of their business. In a very real sense,
Hispanics are the bellwether for the rest of the country’s future.”
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D I S T R I B U T I ON O F L A T I NO S B Y R E G I ON
While Hispanics can now be found just about anywhere in the United
States, Mexicans, Puerto Ricans, and Cubans are all concentrated in
different areas. As would be expected, the largest concentrations of His-
panics are in the West (41 percent) and the South (36 percent), followed
by the Northeast, home to 14 percent of all Latinos and the Midwest
coming in at 9 percent. See Figure 3.9
The most aggressive growth, however, came from the southern states,
as seen in Figure 3.10, where eight out of eighteen states saw triple-digit
growth rates from 2000.
A word of caution for national marketers doing regional Hispanic
efforts: You must keep in mind that even within the key eight states there
State
2010 Census Hispanic
Population Count
2010 Census Hispanic
Share Of Total
State Population
California
14,013,719
37.6%
Texas
9,460,921
37.6%
Florida
4,223,806
22.5%
Puerto Rico
3,688,455
99.0%
New York
3,416,922
17.6%
Illinois
2,027,578
15.8%
Arizona
1,895,149
29.6%
New Jersey
1,555,144
17.7%
Colorado
1,038,687
20.7%
Sources: U.S. Bureau of the Census, Census 2000 Summary File 1 and 2010 Census Summary File 1
Figure 3.8
States With 1M+ Hispanic Population