Latino Population Growing Quickly in Non-Traditional Markets

May 6, 2013

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Nielsen-Hispanic-DMA-Growth-2000-2013-May2013The Latino population is growing quickly, and delving into markets outside of the traditional Hispanic population centers, per new data released by Nielsen. That’s not to say that the traditional areas aren’t growing apace: each of the top 15 designated market areas by Hispanic population has seen at least 25% growth since 2000. But, the Hispanic population has at least doubled in 11 markets, led by Charlotte, N.C, up 168% since 2000. Nielsen suggests that these growth rates indicate that at least one of these fast-growing DMAs is poised to become the next Latino population center. Looking more closely at the fastest-growing list (which is limited to markets with a population size of at least 200,000), the data shows that 4 of the 15 are in Florida:

  • Orlando area, up 125.1% since 2000;
  • Ft. Myers-Naples, up 123%;
  • Tampa area, up 112.2%; and
  • W. Palm Beach area, up 110.9%.

Behind Charlotte, the second fastest-growing DMA among Hispanics is also in North Carolina: the Raleigh area, with a 138.9% increase in Hispanic population since 2000. Meanwhile, among the 15 largest DMAs by Hispanic population, the Washington, D.C. area (the 14th-largest) was the only to crack the fastest-growing list, with 108.1% growth since 2000. More traditional Hispanic centers such as Los Angeles and New York showed more modest growth, likely as a result of their maturity, but still have seen increases of 25-30% since 2000.

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