AUSTIN, TX DMA - Geoscapegeoscape.com/.../2015/12/130520_Geoscape_Market_Snapshot_AUSTIN.pdf ·...
Transcript of AUSTIN, TX DMA - Geoscapegeoscape.com/.../2015/12/130520_Geoscape_Market_Snapshot_AUSTIN.pdf ·...
AUSTIN, TX DMA
The Austin, Texas DMA comprises 12
counties in south-central Texas and was
home to a population of 1,949,998 people
in 2012. Austin has seen significant
growth over the past 22 years increasing
it population by more than 100%. The
popularity of Austin has resulted from its
focus on higher education, live music and
technology company investments, as well
as its slightly eccentric and diverse
lifestyle. The city’s unofficial motto is
“Keep Austin Weird”.
Austin was first settled by pioneers in the
1830s. Once chosen as the new state
capital for the Republic of Texas, it
became both a government and
education center. Although experiencing
a lull during the Great Depression, by the
1980s, Austin once again emerged as a
center of growth for technology, music
education and business.
The Hispanic population of the Austin
DMA has seen phenomenal growth from
2000 to 2012 (79%) and is projected to
grow by an additional 21% over the next
five years. 32% of the total population is
Latino and of those over 90% identify
Mexico as their country-of-origin. Austin’s
Asian population, although only
comprising 5% of the total has grown by
more than 108% over the past 12 years.
Multicultural population percentages by
ZIP Code are represented in the map on
page 4.
The presence of many technology
manufacturers in the Austin-Round Rock
area has been a source of employment
and wealth for many Hispanic households
in the area. As a result, the dominant
Socio-Economic Status Indicator for
Hispanic households in this area is
somewhat higher than surrounding ZIP
Codes, as shown by the map on page 3.
Austin is the largest city in the United
States without a major league sports
franchise. Most sports fans in the area
support the University of Texas
Longhorns and their teams have excelled
recently in both football and baseball.
Population 2012 Ranking 2012 Population
Total 43 1,949,998
Hispanic 23 617,127
White non-Hispanic 54 1,071,818
Black non-Hispanic 73 128,511
Asian non-Hispanic 28 91,640
1990 2000 2012 2017
Hispanic Population 184,234 344,718 617,127 745,741
White Non-Hispanic 652,509 857,312 1,071,818 1,125,541
Black Non-Hispanic 81,091 99,006 128,511 137,380
Asian Non-Hispanic 18,334 44,002 91,640 115,216
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Po
pu
lati
on
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
TotalPopulation
HispanicPopulation
White Non-Hispanic
Black Non-Hispanic
Asian Non-Hispanic
% Change '00 v '12
AUSTIN, TX DMA
HISPANICITY
HA1: Americanizado
English dominant (nearly no Spanish)
Born in US; 3rd+ generation
Few Hispanic cultural practices
HA2: Nueva Latina
English preferred (some Spanish)
Born in U.S.; 2nd generation
Some Hispanic cultural practices; often “retro-acculturate”
HA3: Bi-cultural
Bi-Lingual (equal or nearly)
Immigrant as child or young adult
Many Hispanic cultural practices
HA4: Hispano
Spanish preferred (some English)
Immigrant as adult, in U.S. 10+ years
Pre-dominant Hispanic cultural practices
HA5: Latinoamericana
Spanish dominant (nearly no English)
Recent immigrant as adult (less than 10 years ago)
Primarily Hispanic cultural practices
Identify with home country more so than U.S.
HA1 (2012) 19%
HA2 (2012) 31%
HA3 (2012) 26%
HA4 (2012) 15%
HA5 (2012) 9%
32%
56%
7% 5%
Hispanic Population White Non-HispanicBlack Non-Hispanic Asian Non-Hispanic
Hispanics in the Austin, TX DMA tend to
be bicultural with 57% falling within the
HA2 or HA3 segments.
32% of the total population in the Austin, TX DMA is Hispanic with the
overwhelming majority being of Mexican descent. The Hispanic
population continues to be the fastest growing segment, projected to
grow an additional 21% by 2017.
HISPANICITY™
91%
2%
1% 3%
2%
1% Mexican
Puerto Rican
Other Caribbean (Hispanic)
Central American
South American
Other (Spaniard* Spanish*Spanish Am.)
AUSTIN, TX DMA
P. 888.211.9353 | E. [email protected] | URL. www.geoscape.com
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2012
The Designated Market Area (DMA) boundaries are defined by Nielsen.
This map indicates the dominant
Socio-Economic Segment for Hispanic
Households by ZIP code in the
Austin, TX DMA.
Socio-Economic Status (SES) is a Geoscape proprietary Culture
Code® that comprises a blend of income, education, occupation and
housing characteristics. SES helps identify consumer purchasing
power and preferences.
Households are grouped into common segments as an A-E index or
percentile ranking (values 1-100) by ZIP Code, Census Tract or Block
Group. "A" and "100" are the highest levels of socioeconomic status
while "E" and "1" are lowest levels.
AUSTIN, TX DMA
This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) and the American
Marketscape DataStream™ Series 2012 and Consumer Spending Dynamix™ Series 2012.
For a FREE test drive of GIS, point your browser to: http://gis.geoscape.com/testdrive/
Copyright 2013 © All rights reserved. Reproduction rights are granted provided the material is reproduced in its
entirety and sourced to Geoscape and the American Marketscape DataStream, Series 2012.
P. 888.211.9353 | E. [email protected] | URL. www.geoscape.com
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2012
The Designated Market Area (DMA) boundaries are defined by Nielsen.
This map indicates the percent
Multicultural Population by ZIP
Code for the Austin, TX DMA