Hispanics are members of the fastest-growing group in the Austin metro area. By 2040, Hispanics will make up 44% of Austin’s metro area (MSA) residents, more than any other demographic group. Source: Texas State Data Center at TX A&M University) Austin is currently the Nation’s 19th largest Hispanic Market. · 471,700 Hispanics reside in the Austin media market (DMA) · Hispanic population has grown 91% since the 1990 Census · $7.3 billion buying power · 76% are originally of Mexican descent · #1 “Top 10 Cities for Hispanics to Live in” (Hispanic Magazine, August 2005 issue) Austin Area Hispanic Profile · Median age of population = 27.2 · Average household income = $43,600 · 68% of adults live in Travis County · 62% are in multi-income households · 76% of adults are employed · 59% have children at home · 80% can speak Spanish · Go online for news, weather and entertainment · Go to Downtown Austin music venues · 29% are likely to buy a vehicle in the next 12 months · 86% shop at department stores (in the past 30 days) · 47% traveled to Mexico in the past three years · Are less likely to watch prime-time television