Latino Purchasing Power

Los Angeles is the largest Latino DMA in the United States, with more Latinos than the second & third largest Latino DMAs combined. The average age for Latino is 32 compared to 46 among non-Latino. Millennials are at the heart of Los Angeles’ ethnic shift. More than half of adults aged 18-34 in L.A. County speak a language rather than English at home compare to 25% nationwide. The number of bilingual speakers has increased as U.S. born Millennials increased. Latino Millennials are driving this trend, given the sheer number of Latinos in the county aged 18-34. Latino Millennials are driving 70% of all Millennials growth and are pursuing higher education at a faster clip than non-Latino. This means that the overall earning power of Latinos stands to increase exponentially by 2024.

Nielsen 2017 Latino UE’s of persons 2+: #1 Los Angeles (7,425,000), #2 New York (4,569,000) & #3 Houston (2,347,000).

Primestor Audience - LEGEND by Area Demographics

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