According to the 2010 Census and data in the latest Pew Hispanic Report, there were 3.7 million people living in Puerto Rico, while in the 50 U.S. states and the District of Columbia, the population of Hispanics of Puerto Rican origin increased from 3.4 million in 2000 to 4.6 million in 2010, surpassing Puerto Rico’s Hispanic population.
Why, you ask? One key factor in the rapid increase can be attributed to the fact that people born in Puerto Rico are U.S. citizens by birth, and therefore do not have any of the immigration or visa issues associated with people from other Latin American countries.
How does the U.S. Puerto Rican population stack up? According to the Pew Hispanic Center fact sheet, Hispanics of Puerto Rican Origin in the United States, 2009, there are some interesting attributes to the Puerto Rican population in the U.S.
• 81 percent speak English proficiently
• Puerto Ricans are the second-largest population of Hispanic origin living in the U.S., accounting for 9.1 percent of the U.S. Hispanic population (2009).
• 54 percent live in the Northeast, mostly in New York
• While homeownership rates are lower than the average for Hispanics, the median annual personal income is higher than the median for all U.S. Hispanics.
As always, very astute marketers can utilize this information to help reach their specific market. There are a number of key methods that can assist marketers in doing so: studying the geographic data (43 percent live in New York and Florida, for example) to know where Puerto Ricans are, or utilizing country of origin media, such as Boricua.com. There are a variety of ways that this information can be useful to marketers.
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