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	Purchasing Power According to the U.S. Census Bureau estimates, the purchasing power of the U.S. Hispanic market is more than $452 billion. Top U.S. Hispanic Markets The following list is a ranking order of the top 26 Hispanic ADI markets in terms of population. 1. Los Angeles, CA 2. New York, NY 3. Miami, FL 4. San Francisco, CA 5. Chicago, IL 6. Houston, TX 7. San Antonio, TX 8. McAllen, TX 9. Brownsville, TX 10. Dallas-Ft. Worth, TX 11. San Diego, CA 12. Fresno, CA 13. Phoenix, AZ 14. El Paso, TX 15. Albuquerque, NM 16. Sacramento, CA 17. Denver, CO 18. Philadelphia, PA 19. Washington, D.C. 20. Corpus Christi, TX 21. Boston, MA 22. Tucson, AZ 23. Tampa, FL 24. Austin, TX 25. Salinas-Monterrey, CA 26. Orlando, FL Hispanics and Language Usage All leading research points to the fact that Spanish is the primary language of choice by Hispanic consumers. Hispanics respond most favorably to those who treat their language and traditions with respect. Hispanics react positively to marketers who are able to speak their language and understand their customs because they are important measures of self-identity for Hispanics. In numbers, research shows that: 89% of Hispanics learned to speak Spanish first 70% of Hispanics speak Spanish most frequently at home 60% feel most comfortable speaking Spanish Hispanics prefer advertising messages in Spanish and are looking for information in their own language Media Usage Due to the aforementioned language usage trends among Hispanics, the importance of Spanish-language media should not be underestimated. Research has shown that 98% of Hispanics watch television, and 92% listen to the radio each day. More than 70% watch television in Spanish and listen to Spanish-language radio stations. According to Neilsen's ratings, Univisión is now the fifth largest network for prime-time viewers across the United States (the other four being NBC, CBS, ABC and Fox). Now more than ever, Hispanic media is mass media. Telephone Penetration Although Hispanics are a powerful minority in terms of population and purchasing power, they lag behind in new technology (personal computers and the Internet). Access to telephone services, though, is plentiful. 86% of Hispanic households have basic telephone services 76% of Hispanic households with annual incomes below $15,000 have basic telephone services. Both computer technology and the Internet are making their way into an increasing number of Hispanic homes. The number of Hispanic households owning computers doubled between 1994 and 1998. Today, over 25.5% of all Hispanic households have computers. Acculturation Most Hispanics did not migrate to the U.S. by choice but rather due to social, political and/or economic reasons. Because of this, Hispanics retain a solid connection with their roots, and chiefly with their native language: Spanish. Research supports the use of Spanish as the primary language of choice for Hispanics. Most Hispanics (70%) do speak Spanish at home and 60% has stated that they feel most comfortable speaking Spanish. On the other hand, it is estimated that only 11% of Hispanics are acculturated. In general terms, this small segment of the Hispanic population relates more to the typical American population than to the overall Hispanic population. Acculturated Hispanics were born, raised and educated in the U.S. and probably did not learn Spanish as their native language nor did they speak it at home. Overall, acculturation is a very slow process among Hispanics. Sources The information provided in this page was gathered from the following sources: U.S. Census Bureau Hispanic Trends Hispanic Market Association of Hispanic Advertising Agencies Total Spanish Hispania News