LOCAL MARKET INFORMATION The Hispanic consumer is a critical market in Tampa Florida’s Hispanic population 3.16 million in 2003 (up 16% from 2000) By 2010 expected to grow by 33% to nearly 4.2 million.* Tampa’s Hispanic population Over 304,000 living in 96,000 households in 2003 (+119% since 1990) By 2010 Tampa’s Hispanic population will increase to over 425,000 * Hispanic population in Tampa’s 4-county area (2003): Hillsborough - 217,000 (20% of total) Pinellas - 52,000 (6% of total) Pasco - 27,000 (7% of total) Hernando - 9,000 (6% of total) In the Tampa-St. Petersburg metro area over 210,000 consumers are Spanish speakers 20,000 speak Spanish exclusively. 35,000 speak primarily Spanish. About 160,000 speak both Spanish and English. BIGGER, YOUNGER HOUSEHOLDS Hispanics are nearly three times as likely to live in households of 5 or more (Hispanic households of 5 or more account for 19% of total households of 5 or more). Florida’s Hispanic median age is 10.5 years younger than White, Non-Hispanic. (Tampa’s Hispanic median age is 14.1 years younger than White, Non-Hispanics). 47% of Hispanic households in Tampa include children (Only 27% of U.S. Non-Hispanic households have children). HISPANIC WORKERS AND AFFLUENCE INCREASING DRAMATICALLY Hispanic workers in Florida will continue to increase dramatically (+52% from 1990 to 2000); In Tampa Hispanic workers increased 64% (Hispanics account for 10% of labor force in 2000). Hispanic consumers will be more educated and affluent. Tampa’s Hispanic school enrollment increased by 102% in 2000 compared to 10 years before. Hispanic students represent 13% of the total. Hispanic annual buying power in Florida in 2004 was $63.7 billion and expected to grow to $90.8 billion by 2009. In 1999 Hispanic median household income in Tampa was $37,406. Sources: U.S. Census Bureau; Selig Center for Economic Growth, The University of Georgia, May 2004 * HYP Network estimate