A Market that reaches beyond borders

The Hispanic population in San Diego is the tenth-largest in the nation and continues to grow, also making it the tenth-largest market for retail spending. For the first time in San Diego County, Hispanic births have surpassed the total number of Anglo births. By the year 2036, Hispanics will comprise the largest section of the population; two out of every five people in the county, or 41 percent, will be of Hispanic origin or descent. Hispanics in San Diego County have an estimated buying power of $14.5 billion annually. When combined with Tijuana, that’s an estimated $17.6 billion buying power.

Source: 2007 Claritas, Inc.; 2007/2008 Hispanic Marketing Council Resource Guide; 2008 Scarborough Research, Release 1

• There are 907,574 Hispanics in San Diego County.
• 59% have a computer in their homes. 61% access the Internet.
• 218,021 of San Diego Hispanics own their own home. 31% rented a car in the past year. 64% have a cellular subscription.
• A four-issue daily campaign in The San Diego Union-Tribune and a four-issue weekly campaign in Enlace reach 194,075 Hispanic adults.
• 44% of San Diego Hispanics are Spanish-dominant.
• An estimated $6 billion a year is spent in San Diego County by Mexicans, amounting to more than $1 of every $8 in retail sales.

Source: 2007 Claritas, Inc.; 2007/2008 Hispanic Marketing Council Resource Guide; 2008 Scarborough Research, Release 1; www.USAToday.com-2008

Tijuana

Tijuana, Mexico is 17 miles south of downtown San Diego and home to more than 1.6 million people. The San Diego/Tijuana border is the busiest in the world, with more than 53.2 million people crossing each year. The number-one reason for northbound crossings is shopping.

The following data is based on Tijuanans who live in The San Diego Union-Tribune’s La Bolza Azul distribution area study:

• More than 94% of Tijuanans living in The San Diego Union-Tribune’s La Bolsa Azul distribution area shopped in San Diego in the past year. 31% shop in San Diego once or more a week.
• The average amount spent per trip is $120.
• The most popular items purchased included: clothing/shoes, groceries, and electronics/home entertainment.
• The most popular attractions/entertainment were: restaurants, San Diego Zoo, Wild Animal Park, SeaWorld and movies.

Mexicali

Mexicali, the capital of the state of Baja California, is 120 miles southeast of San Diego. It has an estimated population of 813,853. The city’s population accounts for 20 percent of Baja California’s residents.

• Mexicali’s population is growing at a rate of 24% a year, which is higher than the 1.8% national growth.
• Mexicali is home to 123 maquiladoras, which employ more than 49,000 people.
• More than 88% of Mexicali residents living in The San Diego Union-Tribune’s La Bolsa Azul distribution area shopped in the U.S. in the past year. 22% shop in the U.S. once or more a week.
• The average amount spent per trip $106.
• The most popular items purchased included: clothing/shoes, groceries, and electronics/home entertainment.
• The most popular attractions/entertainment were: restaurants, San Diego Zoo, Wild Animal Park, SeaWorld and movies.
• 93.8% of Mexicans cross the Tijuana and Mexical borders to shop.

Source: www.teamnafta.com-08; 2008 La Bolsa Azul Study

Targeting Tools that may be right for you

Enlace: Enlace, a weekly, Spanish-language newspaper, is your “link” to the Spanish-speaking population. Learn more

La Bolsa Azul: Reach Tijuana and Mexicali shoppers with La Bolsa Azul — the only doorstep-delivered medium in Tijuana. Learn more

mienlace.com: mienlace.com is your online connection to the Hispanic community, a leading source for instant news and local information. Learn more

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For more information, please contact your account manager or Paul Ingegneri at (619) 293-2681, paul.ingegneri@uniontrib.com.