WHERE THEY ARE:
* At 6.5 million households -- more than 80 percent of which are in the Pacific, West South Central, and Mountain regions - the Mexican community is by far the largest Hispanic group. More than 55 percent of these households include children under 18, and more than two-thirds of householders are under 45. By 2010, this group is expected to top 8.5 million, with nearly 62 percent of all households headed by someone under 45. Forecasts indicate that the Mexican population's total purchasing power will surpass $409 billion by 2010.
* Central and South American households number 1.6 million, representing the second largest contingent of the Hispanic community. At least 75 percent of these households are concentrated in the Pacific, South Atlantic, and Middle Atlantic regions. This market is also young -- two out of three household members are under 45. This group will number nearly 2 million households by 2010, with 60 percent of households headed by someone under 45. The purchasing power of Central and South American households is projected to rise from the current level of $76 billion to $107 billion.
* Numbering 1.2 million, Puerto Rican households are the third largest Hispanic group, with more than two-thirds residing in the South Atlantic and Middle Atlantic regions. While this segment of the Hispanic market is also quite young, a substantial proportion of the population is over 45. The number of Puerto Rican households will reach 1.5 million by 2010, and almost half of the household heads will be over 45. Current estimates indicate that aggregate household income for this group will climb from $46 billion to $65 billion.
* At just over 511,000, Cuban households are the smallest defined segment of the Hispanic community, with close to three-quarters of the population located in the South Atlantic region. Persons 55 and older head a majority of the households. This group's purchasing power is projected to increase by 45 percent to $32 billion by 2010.
* All other Hispanics account for 757,000 households - with heads under age 45 making up nearly half of this population. More than 60 percent live in the Middle Atlantic, Mountain, and Pacific regions. This group is projected to number 1 million by 2010, and its total purchasing power will reach $56 billion, an increase of 44 percent.
Source: The Hispanic Market in 2010, The Conference Board