Ad Club of San Diego Hispanic Resource Guide

1. SAN DIEGO MARKET RESEARCH
Compliments of the Hispanic San Diego Ad Club marketing committee
San Diego Hispanic
DEMOGRAPHICS
Gender
Male 51%
Female 49%
Median Age
Total Pop. 26 yrs
The culture of San Diego is wonderfully diverse. Although San Diego is Male Pop. 25 yrs
California’s second-largest city, it has retained its friendly, small-town Female Pop. 27 yrs
charm.
Place of Origin
Within its 4,200 square miles, San Diego County holds 18 incorporated Mexico 84%
cities. From the seaside to the desert, and from the valleys to the Other 14%
mountains, San Diego County offers a varied landscape and climate, Puerto Rico 2%
as well as regions with distinct local flavors and personalities. Cuba 1%
Today, San Diego is as vibrant as ever, with its multicultural, growing Born in the U.S.* 51%
population of over 3 million, countywide. The Hispanic population in
San Diego is the eighth-largest among counties across the nation and Dwelling
continues to grow. Households 233,127
Average HH size 4
This section, presented by the Hispanic San Diego Ad Club marketing Homeowners 40%
committee, offers a glimpse at this thriving, dynamic Hispanic Renters 60%
metropolis. The San Diego market is vital to your Hispanic media buy,
as a way to reach an affluent Latino market. Education
H.S. Grad or less 65%
Some College+ 35%
Population Comparison
Income
2008 United Sates California San Diego Aggregate HHI $13.5 billion
Population 304,141,549 37,525,630 3,046,861 Median HHI $45,228
Average HHI $58,091
Hispanic Population 46,336,030 13,680,303 934,860
Avg. Disposable Inc.** $78,494
% Hispanic Population 15.2% 36.5% 30.7%
Source: 2008 Claritas Inc.; *2008 Scarborough
Research, Release 2 – among Hispanics; **Global
2013 Insight-2007 Hispanic Market Monitor. Note: Average
disposable income is a broader measure of income that
Population 319,161,431 40,208,762 3,223,323 includes several other sources of income not measured
by the Census.
Hispanic Population 54,257,953 15,694,981 1,067,899
% Hispanic Population 17.0% 39.07% 33.1% The Hispanic population in
Expected Hispanic Growth 17.1% 14.7% 14.2% San Diego is:
2 in 7 1 in 3 • the 13th largest DMA
Number of San Diegans Number of San Diegans • the 10th largest CBSA
who are Hispanic who will be Hispanic by • the 8th largest county
the year 2013
Source: 2008 Claritas Inc.
Source: 2008 Claritas Inc.

2. SAN DIEGO MARKET RESEARCH
Compliments of the Hispanic San Diego Ad Club marketing committee
San Diego’s Hispanic Population Percent-Growth
Geography Level = Block Group
In 2013 the San Diego DMA is
projected to rank 10th among
the top 25 markets with a high
concentration of Hispanics. San
Diego’s Hispanic population
percent-growth is expected to
be higher than the Los Angeles
(13.4%), San Francisco (11.8%)
and New York (7.7%) DMAs.
Locally, by the year 2013, the
Hispanic population in San
Diego county is expected to
grow by 14.2%, making the
Hispanic population in San
Diego 33.1% of the total
population. The top three areas
with the highest expected
growth are Eastlake, San Marcos
and Chula Vista.
Top 10 Zips
Highest Expected Hispanic
Pop. Growth 2008 to 2013
CITY ZIP
Eastlake 91914
San Marcos 92096
Eastlake 91915
Chula Vista 91913
San Marcos 92078
Mission Valley 92108
Carlsbad 92011
Carmel Valley 92130
Rancho Bernardo 92127
SDSU 92182
Source: 2008 Claritas Inc.

3. SAN DIEGO MARKET RESEARCH
Compliments of the Hispanic San Diego Ad Club marketing committee
Employment Status
60%
Non-Hispanics
50%
Hispanics
49% 51%
40%
30%
37%
20% 26%
23%
10% 15%
Occupation Summary
0%
Unemployed Part-Time Full-Time
(Among employed Hispanic adults in San Diego)
Source: Qalitap Release 1, Feb-07 to Jan-08
Service 124,266
Sales and Office 103,092
Construction/Extraction/Maintenance
31%
62,827
Production/Transportation/Material Moving 54,981 44%
Professional and Related Occupations 47,702
Percentage of San Percentage of San
Management/Business & Financial Ops. 31,101 Diego Hispanics who Diego Hispanics who
Military Specific 12,629 are employed in a are employed in a
Farming/Fishing/Forestry 6,677 “white collar” position “blue collar” position
Source: 2008 Scarborough Research, Release 2
Average Disposable Income Among Hispanics
San Diego $78,494
Chicago $77,719
Los Angeles $77,415
Miami-Ft. Lauderdale $75,476
West Palm Beach-Ft. Pierce $74,059
Houston $73,010
Santa Barbara-Santa Maria-San Luis Obispo $72,023
Las Vegas $69,035
Atlanta $68,049
Dallas-Ft. Worth $67,334
New York City $67,230
Source: Global Insight – 2007 Hispanic Market Monitor
Note: Average disposable income is a broader measure of income that includes several other sources of income not measured by the Census.

4. SAN DIEGO MARKET RESEARCH
Compliments of the Hispanic San Diego Ad Club marketing committee
During the next five years, the strong double-digit growth of
Hispanic consumer spending in major categories is expected
to play a key role in San Diego’s overall economic growth.
Key Expenditures ($) 2007 2012 % Growth
Food and Beverage 3.1 billion 4.4 billion 42%
Medical Services 1.8 Billion 2.6 billion 44%
Furniture and Household Items 893 million 1.3 billion 46%
Clothing and Shoes 938 million 1.2 billion 39%
San Diego Hispanic Buying Power Motor Vehicles and Parts 862 million 1.2 billion 39%
- Projected Growth in $ Billions -
Motor Gasoline and Oil 721 million 687 million 23%
2027 $65.9
Source: Global Insight – 2007 Hispanic Market Monitor
2022 $47.5
2017 $34.2
2012 $25.8 188,420 55% 39,889
2007 $18.3
Number of San Diego Percentage of San Number of San
Hispanics who use Diego Hispanics who Diego Hispanics
2002 $12.3
coupons several use coupons for who download
times a month groceries coupons online
Source: Global Insight – 2007 Hispanic Market Monitor.
Note: Average disposable income is a broader measure
of income that includes several other sources of Source: 2008 Scarborough Research, Release 2
income not measured by the Census.
Items San Diegans Plan to Purchase
25%
25%
22%
Hispanic
20% Non-Hispanic
16% 16%
15%
15% 14% 14%
12%
12%
11% 11%
11%
10%
8% 8%
6% 7%
6% 6%
5% 5%
5% 4% 4%
2% 2%
1% 2%
0%
DVD Satellite Home Pest Cell phone MP3 Game Digital HDTV Computer Major Mattress Furniture
Player System Security Control (self) Player Console Camera Appliance
System Service
Source: 2008 Scarborough Research, Release 2

5. SAN DIEGO MARKET RESEARCH
Compliments of the Hispanic San Diego Ad Club marketing committee
San Diego Hispanics and the Internet
Total % % Non-
Hispanic Hispanic Hispanic
San Diego DMA Adults Adults Adults
Access the internet 358,320 60% 83%
Own a computer 277,055 57% 84%
Access the internet at home 308,884 52% 77%
E-mail 289,785 49% 78%
Make online purchases 233,220 39% 65%
Pay bills online 168,678 28% 40%
Use instant messages 103,690 18% 19%
San Diego Hispanics Rank
Read or contribute to blogs 40,943 7% 14% (Index Ranking among the top 25 markets)
Source: 2008 Scarborough Research, Release 2
#1 • for jogging or running
• for shoe shopping in the past 3 months
#2
• making international calls for personal
Print Radio TV Online reasons in the past month
• planning to buy a video game system in
the next year
• purchasing baby food
• taking a foreign vacation trip
MEDIA CONSUMPTION
Average hours per week Hispanics spend doing the following: #3 • planning to buy furniture in the next year
• planning to purchase a new vehicle in the
next year
• reading a Spanish-language weekly
Reading a newspaper Reading magazines Listening to the radio newspapers in the past 6 months
• shopping at a toy store in the past year
Watching TV Surfing the internet
4%
#4 • planning to buy a major appliance in
the next year
LESS THAN 1 5%
HOUR
14% 31%
33%
#5 • dinning at a steak house in the past month
• planning to buy a computer in the next year
11%
#6
10% • owning or leasing a hybrid vehicle
1 TO 2 HOURS 24% • speaking Spanish most in the home
35% (among Hispanics)
24%
29% • planning to buy an HDTV in the next year
3 TO 6 HOURS
31%
31% #7 • purchasing music on the internet (CDs, etc)
17% • subscribing to digital cable
13% • watching novelas
26%
• dinning at a sit-down restaurant in the
7 TO 13 HOURS
2%
16%
27%
#8 past week
4% • listening to Spanish radio
30% • shopping at a bridal store in the past 3
MORE THAN 13 23%
9% months
HOURS
#10
1%
1% • purchasing organic foods
0% 5% 10% 15% 20% 25% 30% 35%
#11 • accessing the internet
Source: 2008 Terra.com Hispanic Syndicated Study, conducted by comScore for Terra Networks USA Source: 2008 Scarborough Research, Release 2

6. SAN DIEGO MARKET RESEARCH
Compliments of the Hispanic San Diego Ad Club marketing committee
Acculturation vs. Assimilation
Acculturation is not the same as assimilation. Acculturation
is the process of learning a second culture, while preserving
or retaining one’s original or “home” culture. Assimilation,
alternately, is the process of abandoning one’s original or
“home” culture in favor of a new or “host” culture.
46% 29%
San Diego’s Acculturation
In San Diego, 29% of Hispanics are Bicultural,
meaning they have chosen to retain their “home”
culture while adopting the “host” U.S. culture. A much
greater percent (46%) of San Diego Hispanics have
chosen to retain their “home” culture and have either
25% rejected or not yet adopted the “host” U.S. culture. A
quarter (25%) of San Diego Hispanics have chosen to
abandon their “home” culture and adopt the U.S.
culture completely.
Hispanic Dominant
Bicultural
US Dominant Language Comparison
Source: 2006 San Diego Hispanic Market Study Conducted by Cheskin for Enlace;
2001 Meneses Research & Associates
Language Spoken
in the home U.S. California San Diego
English 82% 61% 67%
Spanish 11% 26% 22%
Other Language 7% 13% 11%
Source: 2008 Claritas Inc.
San Diego Hispanics
Language Preference
1% 24%
18%
Cultural Distinctions
General Market Hispanic Market
18%
• Individual – “me” • Collective - “group”
21%
• Look for quality of life • Sacrifices for kids
• Equality • Hierarchy 19%
• Control of destiny • Fatalism
• Innovation • Tradition
English & Spanish equally Spanish only
• Efficient • Personal
• Accomplishment • Enlightenment Spanish more than English English only
• Assertive • Accommodating English more than Spanish Other language
Source: I. Balboa, G. Berman, Cheskin, Cultural Access Group, Dr. Hayes-Bautista, Source: 2008 Scarborough Research, Release 2
Dr. F. Korzenny, and I. Valdés Note: Language personally prefer to speak (among Hispanics)

7. TIJUANA MARKET RESEARCH
Compliments of the Hispanic San Diego Ad Club marketing committee
TIJUANA
DEMOGRAPHICS
Total Population 2,037,400
Age
19 or younger 44.2%
20 – 34 yrs 31.0%
35 – 54 yrs 17.9%
A Market that reaches beyond borders
12 55 or older
Median Age
6.9%
25 yrs
million
The San Diego/Tijuana region is the 3rd largest Hispanic market in
Dwelling
Households 370,520
the U.S. A metropolis of over 1.6 million people and located only 17 Average HH size 5
miles south of San Diego, Tijuana is Mexico’s fastest-growing city Homeowners 68%
along the U.S.-Mexico border. The city of Tijuana is growing at a
6.9% annual rate, much faster than the 1.8% national growth rate Occupation
for Mexico. White Collar 54%
Blue Collar 36%
The San Diego-Tijuana border is the busiest border in the world. Unemployed 7%
More than $28 billion in goods moves across the San Diego-Tijuana Other 3%
border annually in both directions. It is estimated that Mexicans
Source: Instituto Nacional de Estadistica Geografía e Informatica
spend $6 billion a year in San Diego County, or more than $1 of (INEGI) 2005; Instituto Nacional de Estadistica Geografia e
every $8 in retail sales. Tijuana is considered one of the most Informatica (INEGI) 2002, Projections; 2000 Strategy Research
Corporation-Tijuana populations estimated (Tijuana DMA: Tijuana,
affluent markets in all of Mexico. Tecate & Rosarito); Hispanic Marketing Research Corporation Tijuana
Source: teamnafta.com–2008; USAToday.com – 2008
87% Market Study 1990; 2000 INEGI XI Census (El Instituto Nacional de
Estadistica Geografia e Informática)
World’s Busiest Border Percentage of Tijuana
residents who cross into
the U.S. in groups of 2
Border Crossings 47.3 million
or more by car
Car Passengers 37,046,734
Pedestrians 9,167,496
68%
Bus Passengers 1,172,087
Percentage of Tijuana
residents who cross
into the U.S. by car to
Frequency of Visits go shopping
Source: Economic Impact of
Daily 19% Mexican Visitors 2005
Once a week or more 36%
Tijuana Expenditures in the U.S. by Category
Once a month or more 25%
Several times per year 9% Clothing 46%
Food & Groceries 37%
Once a year 11%
Appliance & Furniture 6%
Source: 2007 San Ysidro/Otay Mesa Border Crossing - U.S.
Department of Transportation, Research and Innovative Other 6%
Technology Administration, Bureau of Transportation
Statistics, Border Crossing/Entry Data; based on data from Personal Hygiene 5%
U.S. Department of Homeland Security, Customs and
Border Protection, OMR database; Economic Impact of
Mexican Visitors, December 2005 Source: Economic Impact of Mexican Visitors, December 2005