Hispanic Millennials: A Metro Market Update

At a recent Hispanic marketing event sponsored by Univision Communications, Inc. (UCI), none other than former president Bill Clinton remarked, “You need to be in the future business…and study the changing demographics very carefully.” He was referring to the ever-growing Hispanic population, as consumers and voters, and especially to the young-adult Hispanic Millennials in their 20’s and early 30’s who are a driving influence for trends among Hispanics and non-Hispanics alike.

TGE Demographics took advantage of just-released Census Bureau population estimates by age, sex, race, and Hispanic origin for all counties in the U.S. and grouped them by metropolitan market to see where the Hispanic Millennials live and work. No surprise that in absolute numbers Los Angeles-Long Beach-Anaheim, CA ranks first among the Top 50. But other significant Hispanic Millennial metros are found in Nevada, Pennsylvania and Washington State. See the full list here and hover over each bar for detail.

Size is important but growth is where the action is. Riverside-San Bernardino-Ontario, CA (up 64,000 Hispanic Millennials in just four years) experienced the largest increase in number of Hispanic Millennials between 2010 and 2014 followed by Houston-The Woodlands-Sugar Land, TX (up 45,865) and Miami-Fort Lauderdale-West Palm Beach, FL (up 44,622). See the full list here and hover over each bar for details.

Then there is rapid growth – percent change over time. Williston, ND (up 302%) and Dickinson, ND (up 203%) are far and away the fastest growth places for Hispanic Millennials, due of course to employment opportunities in the oil and gas industry. Other metros in North and South Dakota also rank high in this respect as does Williamsport, PA and many other high job-growth areas. See the full list here and hover over each bar for details.

Relative to non-Hispanic Millennials, Hispanic Millennials are growing as a share of all Millennials in selected metro areas as well. The share increases among the Top 50 range from 2.5 percentage point gains to 5.5 percentage points gains. This means, for example, that Andrews, TX saw Hispanic Millennials go from 56.9 percent of all Millennials to 62.3 percent in just four years. See the full list here and hover over each bar for details.

This analysis of Hispanic Millennials is based on the Census Bureau’s latest county population estimates which can be found here. The graphic visualizations were created in Tableau Desktop software and posted to Tableau Public where you can download the Tableau workbook and run visualizations with Tableau software, including the free Tableau Reader.

TGE Demographics Consulting has extensive experience with Hispanic market demographic data, trends, and analysis. A large portfolio of data products can be found here.

Muchas gracias!

Tom ExterComment