The 2010 Census Results keep coming in.Hispanic growth across the U.S. continues to outpace projections, according to the 2010 U.S. Census results released this week for Texas, South Dakota, Oklahoma and Illinois. According to the new data:
- In Texas, Hispanics account for 65% of the overall state population growth – 1 out of every 3 individuals is Hispanic.
- Minorities accounted for all growth among the total state population in Illinois and Hispanics contributed 72% of all minority growth in the state.
- The Hispanic population in South Dakota more than doubled from 2000-2010.
- In Oklahoma, Hispanics accounted for nearly 51% of the overall state population growth.
Of the 25,145,561 people counted in Texas in the 2010 Census, 37.6 percent were Hispanic and 45.3 percent were non- Hispanic whites. Yet Hispanics disproportionately fill the ranks of younger Texans. Hispanics comprise 48.3 percent of Texans under the age of 18, up from 40.5 percent in 2000. The percentage of non-Hispanic whites in the same age group fell to 33.8 percent from 42.6 percent in 2000, according to census data released yesterday.
The data confirm Hispanics are on pace to become the biggest ethnic group in the state by 2015, said Steve Murdock, a former U.S. Census director who teaches sociology at Rice University in Houston. A gap is forming, he said, between youthful Hispanics and aging non-Hispanic whites, known colloquially in Texas as “Anglos.”
Non-Hispanic whites now account for 68 percent of Texans 65 years and older, compared with Hispanics’ 20 percent share of that age segment, Murdock calculates.
Houston and Dallas
Hispanics are now the largest ethnic bloc in the state’s two most-populous counties, home to Houston and Dallas,, Bloomberg reports. Murdock said, after reviewing the census data. Since 2000, non-Hispanic whites in Dallas County fell to 33.1 percent from 44.3 percent of the local population, while Hispanics increased to 38.3 percent from 29.9 percent, according to census data. Houston’s Harris County experienced a nearly identical shift during the same period.
Politicians may worry about new budget demands while companies “are going bananas over the Hispanic consumer segment,” said Ed Rincon, an Hispanic marketing specialist whose Dallas-based Rincon & Associates advises units of AT&T, Toyota, Toyota Motor Corp. and PepsiCo In.
In Dallas, some grocery stores in older neighborhoods revitalized their business by stocking shelves with goods from Goya Foods Inc. and Mexico City-based Grupo Bimbo SAB, he said. “They were on the verge of closing, and now they’re growing and very healthy,” Rincon said.
Wal-Mart Stores Inc. looked to Texas to devise its strategy to sell more baby products to Hispanics because the Hispanic birth rate in several Texas cities already exceeds the national average.
Austin grew larger and more diverse over the past decade, increases driven by spectacular growth in Hispanic and minority populations, the Austin American reports..
In Austin, Hispanics and Asians combined to account for 71 percent of the city's population increase, according to new U.S. census figures released Thursday, the first complete count update of the state since 2000. Austin grew by 20.4 percent over the past decade to 790,390 to remain the state's fourth-largest city.
As analysts interviewed by Portada predicted in our recently published Special 2010 Census Results Preview Issue, Emerging Hispanic Markets, or states that are not part of the top 10 Hispanic markets by population size are growing particularly fast.
Portada’s Emerging Hispanic Markets Forum to be celebrated in New York City on Sept. 21, 2011 will examine the case for marketing to Hispanics in regions that are not part of the top 5 Hispanic markets. These markets include states such as: Arizona, Colorado, Georgia, Maryland, Virginia, Washington DC, New Jersey, Massachusetts, Oregon, Pennsylvania, South – North Carolina and Utah In addition, DMA’s that are often eclipsed by major neighboring metropolis will be analyzed (e.g.: Orange County, CA, Riverside, CA and Hoboken, NJ.).
The Forum will bring together major NYC and North East based clients and agencies with media executives and agencies that have a strong presence in emerging Hispanic markets. Make sure to register.