1. 1
Citibank and the Latino
Market

2. Mergers & Acquisitions
Citibank
2

3. 3

4. Travelers
Group
Divisions
First National
City Corp
First National
City Bank
National
City Corp
“Citicorp”
National
City Bank
“Citibank”
Citicorp
Citigroup
Inc.
Citibank
Financiero
Atlas, Chile
Golden
State
Bancorp,
CA
Citigroup
Inc.
Citigroup
Inc
Washington
Mutual
Finance Corp *
Citigroup
Inc
First
American
Bank,
Texas
4http://www.citigroup.com/citi/corporate/history/citibank.htm
* Washington Mutual Finance Corp is a division that provides direct consumer installment loans and real estate secured loans, as well as sales
finance and the sale of insurance. Only his division was sold to Citigroup.

5. 7-Eleven
Citigroup
Added 5,500
Atm’s in
U.SA
Citi
Holdings
Citigroup
Citicorp
5

6. 6
Financial Services Penetration
in the Latino Market

7. 7

8. 8
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2005 2006 2007 2008 2009
BANCO POPULAR BANK OF AMERICA JPMORGAN & CHASE
CITIBANK HSBC SUNTRUST
WELLS FARGO CREDIT UNIONS OTHER BANKS
2005 to 2009 Banks Penetrations
National

9. 9
National WEST MIDWEST
SOUTHWE
ST
SOUTHEAS
T
NORTHEAS
T
BANK OF AMERICA 26% 28% 11% 22% 36% 22%
OTHER BANKS 18% 15% 23% 15% 26% 20%
CREDIT UNIONS 17% 20% 25% 18% 12% 6%
WELLS
FARGO/WACHOVIA 16% 23% 4% 22% 5% 4%
JPMORGAN & CHASE 14% 11% 25% 18% 8% 20%
CITIBANK 5% 3% 5% 4% 3% 17%
BANCO POPULAR 2% 0% 6% 0% 1% 7%
SUNTRUST 1% 0% 0% 0% 8% 0%
HSBC 1% 0% 2% 0% 0% 5%

10. Demographic Findings
10

11. Gender
More Male More
Female
Other
Banks
66% Male
34% Female
55% Male
45% Female
53% Male
47% Female
47% Male
53% Female
46% Male
54% Female
45% Male
55% Female
43% Male
57% Female
42% Male
58% Female
50% Male
50% Female
Category
51% Male
49% Female
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: Are you male or Female? 11

12. Marital Status
More Married Less Married
Other
Banks
81% Married
18% D/S/W
1% Single
Category
54% Married
15% Div/Sep/Wid
31% Single
58% Married
15% D/S/W
27% Single
59% Married
25% D/S/W
16% Single
58% Married
20% D/S/W
22% Single
55% Married
26% D/S/W
19% Single
55% Married
16% D/S/W
29% Single
55% Married
27% D/S/W
18% Single
51% Married
26% D/S/W
23% Single
40% Married
27% D/S/W
33% Single
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: What is your current marital status? 12

13. Age
Youngest Oldest
Other
Banks
28% 18-24
25% 25-34
20% 35-44
16% 45-54
11% 55+
Category
20% 18-24
24% 25-34
20% 35-44
17% 45-54
19% 55+
17% 18-24
23% 25-34
21% 35-44
18% 45-54
22% 55+
17% 18-24
15% 25-34
18% 35-44
23% 45-54
27% 55+
13% 18-24
22% 25-34
23% 35-44
17% 45-54
25% 55+
12% 18-24
30% 25-34
21% 35-44
18% 45-54
19% 55+
12% 18-24
28% 25-34
20% 35-44
15% 45-54
25% 55+
6% 18-24
30% 25-34
20% 35-44
10% 45-54
34% 55+
1% 18-24
38% 25-34
32% 35-44
5% 45-54
24% 55+
7% 18-24
16% 25-34
22% 35-44
26% 45-54
29% 55+
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: What is your age? 13

14. Nativity
Born in U.S Born outside U.S
Other
Banks
65% in U.S
35% out U.S
Category
42% Us Born
58% Outside U.S
44% in U.S
56% out U.S
43% in U.S
57% out U.S
40% in U.S
60% out U.S
37% in U.S
63% out U.S
35% in U.S
65% out U.S
34% in U.S
66% out U.S
27% in U.S
73% out U.S
5% in U.S
95% out U.S
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: Where you born in the United States? 14

15. Heritage-Country of Origin
Most Mexican Least Mexican
Other
Banks
76% Mex
7% C.Ame
6% S.Amer
4% Carib
7% Other
70% Mex
4% C.Ame
3% S.Amer
10% Carib
13% Other
60% Mex
8% C.Ame
10%S.Amer
16% Carib
6% Other
54% Mex
11% C.Ame
9% S.Amer
20% Carib
6% Other
52% Mex
8% C.Ame
11% S.Amer
20% Carib
9% Other
47% Mex
10% C.Ame
14% S.Amer
24% Carib
5% Other
33% Mex
26% C.Ame
1% S.Amer
39% Carib
1% Other
31% Mex
19% C.Ame
13% S.Amer
36% Carib
1% Other
8% Mex
5% C.Ame
36% S.Amer
45% Carib
6% Other
Category
61% Mex
8% C.Ame
9% S.Amer
15% Carib
7% Other
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: What ethnicity or from what ethnic heritage do you consider yourself to be? 15

16. Identification with Original Culture
Least
Acculturated
Most Acculturated
Other
Banks
16% Low
25% Medium
59% High
Category
44% Low
18% Medium
38% High
8% Low
6% Medium
86% High
38% Low
16% Medium
46% High
38% Low
17% Medium
45% High
34% Low
23% Medium
43% High
40% Low
20% Medium
40% High
43% Low
19% Medium
38% High
57% Low
17% Medium
26% High
72% Low
3% Medium
25% High
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09) 16

17. Language Preference when Speaking
Spanish Preferred English Preferred
Other
Banks
89% Spanish
11% English
Category
44% Spanish
56% English
54% Spanish
46% English
59% Spanish
41% English
53% Spanish
47% English
55% Spanish
45% English
48% Spanish
52% English
45% Spanish
55% English
44% Spanish
56% English
25% Spanish
75% English
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: Do you personally prefer to speak Spanish or English? 17

18. Education Level
Least Educated Most Educated
Other
Banks
Category
11% <HS
13% Some HS
32% H.S Grad
27% Some College
17% College Grad
13% <HS
16% Some HS
37% H.S Grad
22% Some Coll
12% Coll Grad
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: What is the highest grade or year of regular school you completed 18
12% <HS
14% Some HS
32% H.S Grad
28% Some Coll
14% Coll Grad
10% <HS
14% Some HS
30% H.S Grad
29% Some Coll
17% Coll Grad
14% <HS
13% Some HS
31% H.S Grad
25% Some Coll
17% Coll Grad
10% <HS
14% Some HS
30% H.S Grad
30% Some Coll
26% Coll Grad
31% <HS
8% Some HS
22% H.S Grad
24% Some Coll
15% Coll Grad
12% <HS
16% Some HS
21% H.S Grad
30% Some Coll
21% Coll Grad
8% <HS
1% Some HS
28% H.S Grad
36% Some Coll
27% Coll Grad
22% <HS
3% Some HS
23% H.S Grad
42% Some Coll
10% Coll Grad

19. Income
Least Affluent Most Affluent
Other
Banks
Category
15% <25 K
29% 25-49 K
22% 50-74 K
34% +75 K
9% <25 K
45% 25-49 K
22% 50-74 K
24% +75 K
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: What is the annual income you personally get before taxes? 19
28% <25 K
54% 25-49 K
10% 50-74 K
8% +75 K
8% <25 K
51% 25-49 K
21% 50-74 K
20% +75 K
19% <25 K
31% 25-49 K
19% 50-74 K
31% +75 K
16% <25 K
32% 25-49 K
21% 50-74 K
31% +75 K
18% <25 K
27% 25-49 K
23% 50-74 K
32% +75 K
20% <25 K
26% 25-49 K
22% 50-74 K
32% +75 K
14% <25 K
28% 25-49 K
23% 50-74 K
35% +75 K
6% <25 K
25% 25-49 K
26% 50-74 K
43% +75 K

20. Employment
Employed Not Employed
Other
Banks
83% Emp
17% Not Emp
Category
68% Employed
32% Not Employed
Filter: Hispanics + Primary Banking Accounts
Source: NCS/NHCS: FALL 2009 ADULT FULL YEAR (NOV 08 - DEC 09)
Question: At the present time, are you employed? 20
69% Emp
31% Not Emp
63% Emp
37% Not Emp
65% Emp
35% Not Emp
71% Emp
29% Not Emp
66% Emp
34% Not Emp

21. 21
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
BANCO
POPULAR
BANK OF
AMERICA
JPMORGAN
& CHASE
CITIBANK HSBC SUNTRUST WELLS
FARGO
CREDIT
UNIONS
OTHER
BANKS
5 years or less
6-15 years
16-30 years
30 + years
Years in the U.S

22. 22
Citibank vs. Category
Summary

23. 23
Key Take-Aways
FOCUS ON ACHIEVMENT
WELCOME FEMALES
TARGET YOUNGER CONSUMERS
2ND GENERATION

24. 24
Key Take-Aways (cont)
SPEAKING SPANISH
EDUCATION ON BANKING INDUSTRY

25. 25
Appendix

26. 26
Citibank’s footprint
END