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HOUSTON, TX DMA
Houston is the second largest DMA in Texas, after Dallas and has the largest Hispanic population among DMA’s in the state. Houston is the most populous city in Texas, and the fourth most populous city in the United States. It is a multicultural city, in part because of its many academic institutions and strong industries as well as being a major port city. Over 90 languages are spoken in the city, although Spanish is clearly second. The city has among the youngest populations in the nation due to the influx of immigrants into the area.
Houston’s population for 2014 exceeded 6.7 million of which 38 percent are of Hispanic origin. The Hispanic origin population will be greater than the non-Hispanic White population -- whose population is stable in the area – in 2015. Houston experienced hyper-growth of both Hispanics and Asians from 1990 to 2014 – with a 210 percent and 266 percent increase respectively. Houston is the third largest Hispanic DMA after Los Angeles and New York.
Over 70 percent of the population of Houston is bicultural (HA2-4) and nearly 80 percent of Houston Hispanics are of Mexican origin.
Houston neighborhoods show a variation in terms of cultural group, with many mixed neighborhoods, but also areas that are predominantly black, white and Hispanic.
Among Hispanic countries of origin, Salvadorans have reached a significant number and proportion with 9 percent of the Hispanic population, spread throughout various locations in the metropolitan area.
Population 2014 Ranking 2014 Population
Total 7 6,760,688
Hispanic 3 2,495,831
White non-Hispanic 17 2,557,522
Black non-Hispanic 7 1,119,673
Asian non-Hispanic 7 472,751
1990 2000 2014 2019
Hispanic Population 805,577 1,414,818 2,495,831 2,978,528
White Non-Hispanic 2,375,635 2,462,181 2,557,522 2,663,737
Black Non-Hispanic 706,190 829,233 1,119,673 1,261,197
Asian Non-Hispanic 129,197 225,075 472,751 615,507
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Po
pu
lati
on
0%
50%
100%
150%
HispanicPopulation
White Non-Hispanic
Black Non-Hispanic
Asian Non-Hispanic
Annualized % Chg '00 v '14
HOUSTON, 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.
38%
38%
17%
7%
Hispanic White non-Hispanic
Black non-Hispanic Asian non-Hispanic
Hispanics represent 38% of the total population in the
Houston DMA and are projected to surpass 40% by 2018.
HA1, 16%
HA2, 28%
HA3 27%
HA4, 16%
HA5, 13%
HISPANICITYTM
More than 70% of the
Hispanic population in
the Houston DMA is
bi-lingual and bi-cultural.
78%
9%
3% 2%
1% 7% Mexican
Salvadoran
Honduran
Guatemalan
Colombian
Other Hispanic
Salvadorans represent
9% of the Hispanic
population in Houston
HOUSTON, TX DMA
P. 888.211.9353 | E. [email protected] | URL. www.geoscape.com
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2014
The Designated Market Area (DMA) boundaries are defined by Nielsen.
This map indicates the Hispanicity™ index
at the ZIP Code level for the Houston, TX
DMA, where "1" indicates Hispanic
individuals who are most acculturated
and "100" indicates those least
acculturated.
HOUSTON, TX DMA
This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) and the American
Marketscape DataStream™ Series 2014 and Consumer Spending Dynamix™ Series 2014.
For a FREE test drive of GIS, point your browser to: http://gis.geoscape.com/testdrive/
Copyright 2015 © 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 2014.
P. 888.211.9353 | E. [email protected] | URL. www.geoscape.com
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2014
The Designated Market Area (DMA) boundaries are defined by Nielsen.
The variation in dominant race or
ethnicity is illustrated by ZIP Code for
the Houston DMA.
