Census Insights. Census Insights. Dan Estersohn Senior Demographer. ! Travel Time to Work Good News, Bad News. ! Working Women Just Anglos?

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1 Census Insights Dan Estersohn Senior Demographer Census Insights! Travel Time to Work Good News, Bad News! Working Women Just Anglos?! Nontraditional Hispanic Metros Cinco de Mayo in Iowa?! Look Who s 25-54!

2 Working Women Total and Married with Young Children 70% 60% 50% 40% Total 30% 20% Married with Children Under 6 10% 0% Source: March Current Population Survey, U.S. Census Bureau

3 Working Women Total and Married with Young Children 80% 70% Total 60% 50% 40% Married with Children Under 6 30% 20% 10% 0% Source: March Current Population Survey, U.S. Census Bureau Working Women Total and Hispanic 80% 70% Total 60% 50% Hispanic 40% 30% 20% 10% 0% Source: March Current Population Survey, U.S. Census Bureau

4 Hispanic Working Women Total and Married with Young Children 70% 60% Total 50% 40% 30% Married with Children Under 6 20% 10% 0% Source: March Current Population Survey, U.S. Census Bureau Typical Radio Diary Sample Los Angeles Metro! W ,142! W18-64 Work FT 1,474! W18-64 Work FT, Children <12 582! Hispanic W18-64, Work FT, Children < Source: Maximi$er, Four-survey average

5 New Hispanic Markets Spring 2002! Atlanta, GA! Kansas City, MO-KS! Milwaukee-Racine, WI! Newburgh-Middletown (Mid-Hudson Valley), NY! Providence-Warwick-Pawtucket, RI! Seattle-Tacoma, WA! Sebring, FL! Sioux City, IA! Springfield, MA! Tyler-Longview, TX New Hispanic Markets Percent Foreign Born (U.S. Total Percent 44.1)! Atlanta, GA 67.5! Sebring, FL 62.4! Providence-Warwick-Pawtucket, RI 56.3! Sioux City, IA 53.2! Tyler-Longview, TX 50.0! Springfield, MA 46.9! Newburgh-Middletown, NY 39.8! Milwaukee-Racine, WI 38.5! Kansas City, MO-KS 38.0! Seattle-Tacoma, WA 35.2 Source: Census 2000, Summary File 3, Foreign Born Includes Puerto Rican

6 New Hispanic Markets Percent Entered in the 1990s (U.S. Total Percent 18.2)! Atlanta, GA 47.7! Sioux City, IA 29.3! Tyler-Longview, TX 28.0! Sebring, FL 24.0! Kansas City, MO-KS 23.8! Seattle-Tacoma, WA 19.8! Milwaukee-Racine, WI 17.2! Providence-Warwick-Pawtucket, RI 14.0! Newburgh-Middletown, NY 13.2 Source: Census 2000, Summary File 3 New Hispanic Markets Percent Mexican Origin/Ancestry (U.S. Total Percent 53.9)! Tyler-Longview, TX 85.5! Sioux City, IA 81.0! Kansas City, MO-KS 76.4 Source: Census 2000, Summary File 1

7 New Hispanic Markets Percent Puerto Rican Origin (U.S. Total Percent 9.6)! Springfield, MA 82.5! Newburgh-Middletown, NY 48.2! Providence-Warwick-Pawtucket, RI 33.6! Sebring, FL 28.8! Milwaukee-Racine, WI 22.4 Source: Census 2000, Summary File 1 New Hispanic Markets Percent Other Origins/Ancestries Compared to U.S. Total! Providence-Warwick- Pawtucket, RI Dominican Guatemalan South American ! Sebring, FL Cuban ! Sioux City, IA Guatemalan Source: Census 2000, Summary File 1

8 New Hispanic Markets Percent Married Couple Households (U.S. Percent 56.2)! Tyler-Longview, TX 67.7! Providence-Warwick-Pawtucket, RI 40.2! Springfield, MA 30.4 Source: Census 2000, Summary File 1 Males per 100 Females U.S. Total = 106! Atlanta, GA 147! Sebring, FL 141! Tyler-Longview, TX 119! Kansas City, MO-KS 116! Seattle-Tacoma, WA 116! Milwaukee-Racine, WI 113! Newburgh-Middletown, NY 110! Providence-Warwick-Pawtucket, RI 97! Springfield, MA 92

9 Who Is 25-54?! Why 25-54?! Who is 25-54? Where the Families Are Households with Children and Young Adults Age of Householder All HH w/children < % 52.4% HH w/p % 16.5% % 65.2% 35.8% 9.9% 14.0% 25.3% Source: Current Population Survey, March 2001

10 U.S. Age Distribution Persons % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 24% Baby Boomers Source: Census 2000, 1990 and Census Bureau Projections 31% Baby Boomers 34% 32% Baby Boomers Hispanic Radio Sample Selected Markets Persons Persons Persons Los Angeles Spring Four-Survey Total 3,006 2,491 1,382 Houston-Galveston Spring Four-Survey Total 1, Fresno Spring Four-Survey Total

11 Census Insights! Hispanic working women are targetable in radio! New Hispanic markets are more diverse than traditional markets! can be more tightly defined Working women with children under 12 Ten year age groups Hispanic or Black ten year age groups Questions? Thank you. Dan Estersohn (410)