In metro Phoenix, Hispanic households control $14.9 billion in spending
This group is comprised of new residents who have recently moved to the area, as well as Hispanics who were born and raised here. More than half of Hispanics have children less than 18 years of age living in the household, making them more likely to seek out products and services targeted towards families. Diverse in culture and environment, this group is employed in various fields of work from construction and retail to managerial and professional occupations. The large number of Hispanics residing in the Phoenix area results in significant buying power, making them an ideal audience for branding and advertising messages.
Who are they?
- There are 742,700 Hispanic adults in the Phoenix metro area
- 40% are between the ages of 18-34
- 234,600 Hispanic adults have a household income of over $50K
- 27% have lived in the area for less than 5 years compared to 21% of overall Valley residents
- 39% are renters, compared to 24% of the Phoenix metro
- 67% have kids in the household
Why are they unique?
Hispanics are an active group who enjoy traveling and participating in various activities including running, fishing, soccer and basketball. Family events and activities are also popular.
- Hispanics live in large households, 45% of which have five or more residents
- 28% of Hispanics attended The Arizona State Fair in the past year, 12% higher than the overall market
- 51% of Hispanics have visited the zoo in the past year, compared to 41% for the Valley as a whole
- 17% of Hispanics have taken more than three trips outside the Continental U.S. in the past three years
Technology and media habits
- Technology items they are likely to purchase include a computer, digital camera, DVR, MP3 player or iPod
- 50% of Hispanics access the Internet
Shopping habits
- 30% of Hispanics plan to purchase a new or used vehicle in the next 12 months, compared to 24% of the overall market
- When compared to the Phoenix market in the next year Hispanics are:
- 98% more likely to purchase wireless/cell phone service
- 44% more likely to buy a computer
- 44% more likely to purchase furniture
- 26% more likely to buy a mattress
Source: 2007 Phoenix Hispanic Scarborough Release 2
