U.S. Hispanic Profile There are 47.1 million Hispanic adults and 13.6 million households in the U.S. Country of Origin Mexico 67% Central America 9% Puerto Rico 8% South America 5% Cuba 4% Dominican Republic 3% Other 4% Country of Birth Born outside of the U.S. 61% Born in the U.S. 39% Length of U.S. Residency (Years) 10 years or less 52% 11-20 years 28% More than 20 years 19% Employment Full-time 52% Part-time 14% Education Level High School Grad 35% Some College 15% Completed College 13% Post Grad 3% Language at Home Spanish only/mostly 56% Spanish & English Equally 24% English only/mostly 20% Source: Synovate, 2008.

Country of Origin

Mexico 67%

Central America 9%

Puerto Rico 8%

South America 5%

Cuba 4%

Dominican Republic 3%

Other 4%

Country of Birth

Born outside of the U.S. 61%

Born in the U.S. 39%

Length of U.S. Residency (Years)

10 years or less 52%

11-20 years 28%

More than 20 years 19%

Employment

Full-time 52%

Part-time 14%

Education Level

High School Grad 35%

Some College 15%

Completed College 13%

Post Grad 3%

Language at Home

Spanish only/mostly 56%

Spanish & English Equally 24%

English only/mostly 20%

U.S. Hispanic population growth Source: Synovate, 2008. In 2008, more than one out of every seven U.S. residents were Hispanic! Since 2000, the total U.S. population is estimated to have grown from 281.4 to 304.8 million. That is a total growth of 25.4 million persons, in which Hispanics represent 11.8 million or about 47% of the total growth in the U.S.

Since 2000, the total U.S. population is estimated to have grown from 281.4 to 304.8 million. That is a total growth of 25.4 million persons, in which Hispanics represent 11.8 million or about 47% of the total growth in the U.S.

U.S. Hispanic buying power Top 10 U.S. Hispanic markets and buying power Source: Synovate, 2008. $76 2.1 2.0 1.8 1.7 1.4 1.3 1.1 8.5 4.4 2.2 $127 $42 $27 $29 $24 $34 $20 $18 $11 New York Miami - Ft. Lauderdale Houston Chicago Hal./Weslaco/Brwnsvl/ McAllen San Antonio Phoenix (Prescott) S.F. - Oak - San Jose Dallas-Ft. Worth Los Angeles $76 Hispanic population in Millions Hispanic buying power in Billions

There are 47 M Hispanics in the U.S., growing 2 times faster than the total population. From 2004 to 2008, U.S. Hispanic buying power increased by 24% to $713 B. 58% of U.S. Hispanic adults are Spanish prefered.* U.S. Hispanic Market Review Source: Synovate 2008 vs. 2004. * Scarborough Research Multi-Market 2008 R1; A18+. Based on Language spoken most among Hispanics: Spanish.

There are 47 M Hispanics in the U.S., growing 2 times faster than the total population.

From 2004 to 2008, U.S. Hispanic buying power increased by 24% to $713 B.

58% of U.S. Hispanic adults are Spanish prefered.*

#1 U.S. Hispanic Market There are 8.5 million Hispanics in Los Angeles. From 2004 to 2008, the L.A. Hispanic population grew by 9% whereas the non-Hispanic population declined by 6%. From 2004 to 2008, the Los Angeles Hispanic buying power increased by 21% to $127 B. 63% of the Los Angeles DMA adults are Spanish preferred.* Los Angeles Source: Synovate 2008 vs. 2004. * Scarborough Research 2008 R1; A18+. Based on Language spoken most among Hispanics: Spanish.

There are 8.5 million Hispanics in Los Angeles.

From 2004 to 2008, the L.A. Hispanic population grew by 9% whereas the non-Hispanic population declined by 6%.

From 2004 to 2008, the Los Angeles Hispanic buying power increased by 21% to $127 B.

63% of the Los Angeles DMA adults are Spanish preferred.*

Los Angeles

# 2 U.S. Hispanic Market New York There are 4.4 million Hispanics in the New York market. From 2004 to 2008, the N.Y. Hispanic population market grew by 3% whereas the non-Hispanic population declined by 1%. From 2004 to 2008, the New York Hispanic buying power increased by 29% to $76.5 B. 58% of the New York DMA+ adults are Spanish preferred. Source: Synovate 2008 vs. 2004. * Scarborough Hispanic Custom Study 2008 R1; A18+. Based on Language spoken most among Hispanics: Spanish.

New York

There are 4.4 million Hispanics in the New York market.

From 2004 to 2008, the N.Y. Hispanic population market grew by 3% whereas the non-Hispanic population declined by 1%.

From 2004 to 2008, the New York Hispanic buying power increased by 29% to $76.5 B.

58% of the New York DMA+ adults are Spanish preferred.

# 4 U.S. Hispanic Market Houston There are 2.1 million Hispanics in Houston. From 2004 to 2008, the Houston Hispanic population grew by 13% whereas the non-Hispanic population grew by 8%. From 2004 to 2008, the Houston Hispanic buying power increased by 9% to $27 B. 70% of the Houston DMA adults are Spanish preferred. Source: Synovate 2008 vs. 2004. * Scarborough Hispanic Custom Study 2008 R1; A18+. Based on Language spoken most among Hispanics: Spanish.

Houston

There are 2.1 million Hispanics in Houston.

From 2004 to 2008, the Houston Hispanic population grew by 13% whereas the non-Hispanic population grew by 8%.

From 2004 to 2008, the Houston Hispanic buying power increased by 9% to $27 B.

70% of the Houston DMA adults are Spanish preferred.

# 5 U.S. Hispanic Market There are 2 million Hispanics in Chicago. From 2004 to 2008, the Chicago Hispanic population market grew by 7% whereas the non-Hispanic population declined by 1%. From 2004 to 2008, the Chicago Hispanic buying power increased by 19% to nearly $29 B. 64% of the Chicago DMA+ adults are Spanish preferred. Chicago Source: Synovate 2008 vs. 2004. * Scarborough Hispanic Custom Study 2008 R1; A18+. Based on Language spoken most among Hispanics: Spanish.

There are 2 million Hispanics in Chicago.

From 2004 to 2008, the Chicago Hispanic population market grew by 7% whereas the non-Hispanic population declined by 1%.

From 2004 to 2008, the Chicago Hispanic buying power increased by 19% to nearly $29 B.

64% of the Chicago DMA+ adults are Spanish preferred.

Chicago

# 7 U.S. Hispanic Market There are 1.7 million Hispanics in San Francisco. From 2004 to 2008, the S.F. Hispanic population grew by 15% whereas the non-Hispanic population remained flat. From 2004 to 2008, the San Francisco Hispanic buying power increased by 64% to $34 B. 59% of the San Francisco DMA+ adults are Spanish preferred. San Francisco Source: Synovate 2008 vs. 2004. * Scarborough Hispanic Custom Study 2008 R1; A18+. Current release only. Based on Language spoken most among Hispanics: Spanish.

There are 1.7 million Hispanics in San Francisco.

From 2004 to 2008, the S.F. Hispanic population grew by 15% whereas the non-Hispanic population remained flat.

From 2004 to 2008, the San Francisco Hispanic buying power increased by 64% to $34 B.

59% of the San Francisco DMA+ adults are Spanish preferred.

San Francisco

# 21 U.S. Hispanic Market There are 529,571 Hispanics in Orlando, growing over 2 times faster than the non-Hispanic population. From 2004 to 2008, the Orlando Hispanic buying power increased by 40% to $9 B. 48% of the Orlando DMA adults are Spanish preferred. Orlando Source: Synovate 2008 vs. 2004. * Scarborough Research 2008 R1; A18+. Based on Language spoken most among Hispanics: Spanish.

There are 529,571 Hispanics in Orlando, growing over 2 times faster than the non-Hispanic population.

From 2004 to 2008, the Orlando Hispanic buying power increased by 40% to $9 B.

48% of the Orlando DMA adults are Spanish preferred.

Orlando

Spanish preferred Hispanic Spanish among U.S. Hispanics: 83% report it as their first language. 56% say they speak Spanish or Spanish more than English at home. 53% say it’s the language they are most comfortable speaking. 51% say they speak it most frequently on social occasions. 35% report speaking it most frequently at work. Latinos today are empowered to express their Latin identity in the U.S. it’s a matter of choice and a matter of access. And they’re embracing brands that understand and facilitate Latino identity. Language is still a key component of reaching Hispanic Dominant Latinos Source: Synovate 2008 . *iconoculture 2008.

Spanish among U.S. Hispanics:

83% report it as their first language.

56% say they speak Spanish or Spanish more than English at home.

53% say it’s the language they are most comfortable speaking.

51% say they speak it most frequently on social occasions.

35% report speaking it most frequently at work.

89% of total U.S Hispanics agreed they appreciate it when businesses communicate with Hispanics in Spanish. 43% of total U.S Hispanics agreed that they cannot understand commercials in English as well as they can understand them in Spanish. 46% of total U.S Hispanics agreed they would buy more products online if companies offered more information in Spanish in their websites. 48% of total U.S Hispanics agreed that most advertisements do not reflect their culture of heritage. 46% of total U.S Hispanics stated the type of advertisement in the language they speak at home persuade them to buy or try a new product or service. 47% of total U.S Hispanics stated bilingual labeling/packaging influence their decision to purchase food items. Source: Yankelovich Multicultural Marketing Study 2007/2008. Spanish advertising

89% of total U.S Hispanics agreed they appreciate it when businesses communicate with Hispanics in Spanish.

43% of total U.S Hispanics agreed that they cannot understand commercials in English as well as they can understand them in Spanish.

46% of total U.S Hispanics agreed they would buy more products online if companies offered more information in Spanish in their websites.

48% of total U.S Hispanics agreed that most advertisements do not reflect their culture of heritage.

46% of total U.S Hispanics stated the type of advertisement in the language they speak at home persuade them to buy or try a new product or service.

47% of total U.S Hispanics stated bilingual labeling/packaging influence their decision to purchase food items.