The Portland market and Bustos Media listeners are primarily of Mexican origin, residing mostly in Spanish-dominant homes. This is a high-growth market segment which also exhibits brand loyalty and product/service awareness.
Bustos Media listeners spend a much higher proportion of their income on entertainment goods and services.Forty-eight percent (48%) of Latino homes consist of four or more members, with a higher number of children and teens per household. Younger and larger than average markets equate to greater buying power.*
With a buying power of over $7.5 billion, Oregon Latinos are expected to reach $8.5 billion in economic clout by 2012.
Oregon has the 19th largest Latino population in the nation*. They are the largest ethnic minority in Oregon, representing over 12% of the state’s residents (more than 450,000 in total)*. Oregon’s Hispanic Population grew – an amazing 63% from 2000 to 2010*.
The Portland Metro ranks 4th in the nation in Latino population growth. Between 1990 to 2010, the population grew from 84,000 to 298,486, an astonishing 257% increase in just 20 years*.
•Sources: Radio Advertising Bureau and 2010 U.S. Census