The following are five likely Census 2010 headlines based on demographic trends as explained by Mebrulin Francisco, Senior Research Analyst of Mediaedge at Portada's Fourth Annual Hispanic Digital and Print Media Conference. The presentation is based on data by the U.S. Census and the American Community Survey.

1 Hispanics will continue to grow and become the largest “minority” outpacing the growth of the general market

WHY?

The 2000 U.S. Census projected that by 2010 Hispanics would make up 16% of the total U.S. population and 24% by 2050. Some estimates predict that Hispanics will amount to 30% of the U.S. population by 2050. U.S. born Hispanics will drive the majority of growth.

2 Hispanics will be represented in more geographical areas of the U.S.

WHY?

The Hispanic population in states which traditionally had a relatively small number of Hispanics will grow exponentially.

3 Age Distribution will show that Marketers targeting Gen Y need to think Hispanic

WHY?

22% of the U.S. population under the age of 18 is Hispanic and 18% of the U.S. population between the ages of 18 and 44.

4 Spanish will continue to be the dominant language spoken among Hispanics

WHY?

In 2009, a significant percent of the market communicated only or mostly in Spanish (37%), a 68% change from the 2000 Census. (More detailed information on page E).

5 Hispanics' wallets will continue to get fatter

WHY?

Hispanic spending power increased by 6.4% between 2005 and 2008 versus 2.9% for the general U.S.population.

Small Business Owners are growing faster among Hispanics than in the General Market. Between 2002 and 2007 the number of Hispanic Business Owners increased by 43% vs. 14.5% for non Hispanics.

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