Geoscape Market Snapshot of the Charleston, South Carolina DMA

CHARLESTON, SC DMA

Between 2000 and 2015, the total

population of the Charleston, South

Carolina Designated Market Area

increased 26% and grew by approximately

179,000 people. Today, Non-Hispanic

Blacks make up approximately 30% of the

DMA’s total population, although the

segment remained relatively flat between

2000 and 2015. During the same period,

the White Non-Hispanic segment grew

approximately 26%, and now makes up

nearly 65% of the total population.

Meanwhile, the DMA’s Hispanic and Asian

Non-Hispanic populations experienced

significant growth, 263% and 80%,

respectively.

Charleston’s nickname, “The Holy City”, is

an ode to both a cityscape lined with

churches and the religious tolerance that

characterized its residents during the

country’s colonial period. The city has a

charming atmosphere comprised of

historical buildings, cuisine influenced by

British and French components, and a

local dialect that draws on the Gullah, a

creole language.

According to Forbes Magazine, the city of

Charleston’s unemployment rate was less

than 6% in 2014, ranking it in the top 12

cities across the nation in terms of the

highest rates of job growth. The most

lucrative business sectors in the

Charleston, South Carolina region include

higher education, software development,

tourism, trade and the manufacture of

aerospace applications. As a result, a few

of its major employers are Blackbaud,

Nucor Steel, The Boeing Company, and

the Medical University of South Carolina.

*P.I. = Pacific Islander

Population 2015 Ranking 2015 Population

Total 97 859,569

Hispanic 108 53,860

White non-Hispanic 108 526,968

Black non-Hispanic 48 244,934

Asian and P.I. non-Hispanic 100 13,942

CHARLESTON, SC 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, 22%

HA2, 29% HA3, 22%

HA4, 16%

HA5, 11%

HISPANICITYTM

HA2 and HA3 Hispanics make up over half of the Hispanic population and are either bilingual or English-preferred.

10%

23%

33%

19%

15%

SocioeconomicStatus A

SocioeconomicStatus B

SocioeconomicStatus C

SocioeconomicStatus D

SocioeconomicStatus E

Hispanic Socioeconomic Status

Hispanicity ™ Segments

Population by Race/Ethnicity

6%

63%

29%

2%

Hispanic White non-Hispanic

Black non-Hispanic Asian and P.I. non-Hispanic

More than one-fourth of the DMA’s total

population is Black Non-Hispanic.

CHARLESTON, SC DMA

P. 888.211.9353 | E. [email protected] | URL. www.geoscape.com

Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015

The Designated Market Area (DMA) boundaries are defined by Nielsen.

The map illustrates the variation in dominant race or

ethnicity by ZIP code for the Charleston DMA.

CHARLESTON, SC DMA




Orlando

Concentrations of Asian households in SES A with an annual income over $85,000 are found

throughout the DMA in cities such as Bonneau, Cottageville, Pregnall and Wadmalaw Island.

CHARLESTON, SC DMA




Orlando

Concentrations of Hispanic households in SES B with an annual income

between $50,000 and $120,000 reside in Folly Beach, Honey Hill and Wando.

Data & Analytics

Geoscape Market Snapshot of the Charleston, South Carolina DMA