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The Mid-Valley’s Authentic Spanish Language Station

Percent of Hispanics in Counties Azteca Oregon Reaches*

* Statistics from 2010 Census with 2011 updates. Azteca Oregon signal coverage doesn’t reach the entire population of many counties listed.  Not included in this information are counties where there is marginal signal coverage including in Oregon: Columbia, Hood River, Tillamook and Lincoln and in Washington: Clatsop and Skamania Counties.

Hispanics are the Fastest Growing Population

in the Region Over the Last 10 Years

The overall Hispanic population grew 64% since 2000 according to the 2010 Census.  Hispanics make up 12% of Oregon’s population, up from 8% in 2000.  In comparison, over the same time period Oregon’s total population grew by 12%.

Oregon's Hispanic population grew five times as fast as the state's total population in the past decade adding 174,748 for a total of 450,062.

Oregon's Hispanic growth is in line with increases elsewhere.

"This is really a national trend," said Charles Rynerson, a research faculty member of the Population Research Center at Portland State University. "Oregon ranks relatively high as a destination for people from Mexico ... but the Latino population is really growing everywhere."

I

Hispanic 2010 Population Statistics in Oregon with inflation adjusted numbers:

    Hispanics in Oregon:

• 450,062
• 369,817 are Mexican

   Median Age:

• 23 years old

   Hispanic Households

• 109,755

   Household annual income:

• 45.5% make $40K or more
• 28% make between $50K and $75K

   Median household income:

• $36,865

   Aggregate annual household income:

• $5,234,030,800

   Family annual income:

• 47% make $40K or more
• 28% make between $50K and $99,999

   Householder annual income:

• 25 - 44 years old

• 47% make between $35K and $99,999
• 31.5% make $50K or more

• 45 - 64 years old

• 60% make between $35K and $99,999
• 48% earn $50K or more

Hispanic Purchasing Power Surges in U.S. Study

May 17, 2012

Hispanics have the greatest purchasing power of any US ethnic group and taken together will soon represent the world's ninth largest economy, an executive with marketing analysis firm Nielsen said Thursday.

"Today (Hispanics) are the world's 12th largest economy, but the purchasing power of Hispanics living in the United States far exceeds that of other ethnic groups in the country," said Monica Gil, a Nielsen vice president.

"Our projections indicate that in 2015, the Hispanic community will be the world's ninth largest economy with $1.5 billion in purchasing power," she told AFP.

The U.S. Census pegged Hispanic purchasing power in the Salem, Oregon area at $995 million or about 11% of the total for the area.  Imagine their purchasing power throughout the region.  It is huge.

The Nielsen study also found that even with mastery of English, adult Hispanics are drawn to Spanish-language media, with 51 percent preferring to see ads in Spanish.

That marks a shift from earlier generations of US-raised Hispanics who tended to associate the language of their parents with discrimination.

"Latinos are no longer just a sub-segment of the economy, but a prominent player in all aspects of American life," the report said.

The Nielsen study coincides with publication of new US census figures showing that births of non-Hispanic whites are in the minority for the first time.