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Hispanic Marketing

A Market that reaches beyond borders

The Hispanic population in San Diego is the tenth-largest in the nation and continues to grow, also making it the tenth-largest market for
retail spending. For the first time in San Diego County, Hispanic births have surpassed the total number of Anglo births. By the year 2036,
Hispanics will comprise the largest section of the population; two out of every five people in the county, or 41 percent, will be of Hispanic
origin or descent. Hispanics in San Diego County have an estimated buying power of $14.5 billion annually. When combined with
Tijuana, that’s an estimated $17.6 billion buying power.

There are 907,574 Hispanics in San Diego County.

59% have a computer in their homes. 61% access the Internet.
218,021 of San Diego Hispanics own their own home. 31% rented a car in the past year. 64% have a cellular subscription.
A four-issue daily campaign in The San Diego Union-Tribune and a four-issue weekly campaign in Enlace reach 194,075 Hispanic adults.
44% of San Diego Hispanics are Spanish-dominant.
An estimated $6 billion a year is spent in San Diego County by Mexicans, amounting to more than $1 of every $8 in retail sales.
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