The New York DMA is the most populous area in the U.S., with over 20 million people in 2011. It has seen significant population growth since 1990, especially among Hispanic (73% increase) and Asian (128% increase) populations. The racial composition is complex and becoming more diverse, with whites soon making up less than half of residents and Hispanics growing to over 29% of the population, mainly comprising Puerto Ricans, Dominicans, Mexicans, and other Central and South American nationalities.

1. Latino Information Network at Rutgers

2. Latino Information Network at Rutgers
The New York Designated Market Area (DMA) is the
most densely populated area in the U.S.:
• Total 2011 population: 20,977,155
• Population density of 1,865 persons per square mile.
• The New York DMA includes all five boroughs of New York City, all
of Long Island, portions of New York State, Connecticut, New
Jersey and Pike County, Pennsylvania.
• There are more than 7,670,000 households in the DMA and the
median annual household income is greater than $66,000.
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen

3. Latino Information Network at Rutgers
Population 2011 US Ranking 2011 Population
Total 1 20,977,155
Hispanic 2 4,707,737
White non-Hispanic 1 10,633,210
Black non-Hispanic 1 3,231,720
Asian non-Hispanic 2 1,946,599
The New York Designated Market Area (DMA) is the most
populous and densely populated area in the U.S.
The New York DMA includes all five boroughs of New York City,
all of Long Island, portions of New York State, Connecticut, New
Jersey and Pike County, Pennsylvania
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

4. Geoscape: New York
Latino Information Network at Rutgers
New York Population Growth
128%
From 1990 to 2011
73%
13%
7%
-11%
Total Hispanic Black Asian
Population Population White Population Populatio
Population
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

5. Latino Information Network at Rutgers
The racial and ethnic mix of New York is extremely
complex:
• The non-Hispanic White population, made up of many different
European ethnicities is currently about half of the population.
• By 2016 will represent less than 50’ percent of the total, creating a
minority-majority.
• Hispanic immigration from Puerto Rico and Dominican Republic
historically has made up the majority of the Hispanic population.
• Recent trends show a significant surge in Mexican and Central
American ancestries
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen

6. Latino Information Network at Rutgers
Lines of Demographic Growth
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
1990 2000 2011 2016
Hispanic Population 2,724,892 3,750,958 4,707,737 5,036,368
White non-Hispanic Population 11,892,444 11,228,690 10,633,210 10,718,573
Black non-Hispanic Population 3,032,645 3,242,087 3,231,720 3,286,084
Asian non-Hispanic Population 852,331 1,391,608 1,946,599 2,019,009
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

7. Latino Information Network at Rutgers
The racial and ethnic mix … (continued)
• Over the past 21 years, since 1990, the Hispanic population has
grown 73 pecdnt, to more than 4.7 million.
• More than 54 percent of the Hispanic population in the New York
DMA is highly bi- cultural and bi-lingual.
• Although smaller in total numbers, the Asian population has seen
triple- digit growth of 128 percent in the same period.
• The primary countries of origin for the Asian population are
China, Taiwan, Korea and The Philippines.
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen

8. Latino Information Network at Rutgers
Minority Breakdowns
9%
2% vs.
Whites
Other 23%
Hispanic Population
15% Asian
White non-Hispanic
Hispanic Population
Black non-Hispanic
Black Population
Asian non-Hispanic
Population
Other Population
Minority breakdown 51%
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.

9. Latino Information Network at Rutgers
NY Market Snapshot: Latinos by Country of Origin
Honduran 2% Panamanian Other 3%
Cuban 3% 1%
Peruvian 3%
Guatemalan Puerto Rican
3% 29%
Colombian 5%
Mexican Dominican
Salvadoran 6%
11% 28%
Ecuadorian 6%
Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2011
The Designated Market Area (DMA) boundaries are defined by Nielsen.