Phoenix metro population growth continues to be fueled by the growth of the Hispanic population.
More than 1 out of 4 Phoenix adults is of Hispanic origin and 58% of this group prefers to speak Spanish. Spanish-speakers are more likely than the overall market to be relatively new to the area, and live in larger households. Therefore, they are also more likely to be in the market for large items than other more established residents. Spanish-speaking Hispanics are interested in goods, services and activities targeted towards families. Branding messages are particularly important to this new-to-the-market demographic as they may be less familiar with your brand.
Who are they?
- There are more than 440,000 Spanishspeaking Hispanic adults in the Phoenix metro area
- 21% are 18-24
- 45% are 25-39
- 29% have lived in the area for less than 5 years, compared to 19% of Valley residents
- 44% of Spanish-speaking Hispanics are renters, compared to 23% of the Phoenix metro
- 73% of Spanish-speaking Hispanics have children in the household, compared to 45% of total Valley households
Why are they unique?
Spanish-speaking Hispanics participate in athletic activities including jogging, running and playing soccer. Family activities are also popular with this group.
- Spanish-speaking Hispanics live in large households, 1 out of 3 have six or more residents
Shopping habits
When compared to the Phoenix market in the next year, Spanish-speaking Hispanics are:
- 95% more likely to purchase wireless/cell phone service
- 75% more likely to buy a computer
- 70% more likely to buy a new home (resale or new build)
- 47% more likely to purchase a used vehicle in the next 12 months
- 53% more likely to buy a mattress
- 45% more likely to purchase a digital camera
- 30% more likely to purchase furniture
Source: 2008 Phoenix Hispanic Scarborough, Release 1
