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Hispanic Market
Hispanic Population
The San Diego/Tijuana region is the third-largest Hispanic market in the U.S. Nearly 880,200 Latinos live in San Diego County. Nearly 1.8 million residents live in Tijuana, Mexico's fastest-growing city along the U.S.-Mexico border. An estimated 84% of San Diego County Latinos are of Mexican origin or descent. By the year 2020, Hispanics will comprise 34% of the population. San Diego Hispanic households have a median household income of $45,001 — the most-affluent Hispanic market in the U.S.
Hispanic Buying Power
Latinos in San Diego County have an estimated buying power of $12.6 billion annually. The San Diego/Tijuana border is the busiest in the world, with more than 56.3 million people crossing each year. The No. 1 reason for crossing is shopping. San Diego is the 10th largest Hispanic market for retail spending. Newspaper is the most-used source for shopping information. 91.3% of all Hispanic households in San Diego County use Spanish-language media.
Source: 2000 and 2002 Strategy Research Corp. - U.S. Hispanic Market Blue Book;
SANDAG (San Diego Association of Governments) 2020 Region-wide Forecast;
2003 Claritas, Inc.; 1999 California Counties and City Health Departments; and
1999 San Diego Dialogue.
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