San Diego Hispanic 845,000 or 2,000,000 Consumers?

One of the variables to measure the size of a market is the number of people included in the market. When reviewing the Hispanic/ Latino market in San Diego this variable can be misleading as this market is unique. You may include 845,000 as your customer base to calculate your CPT (Cost Per Thousand) for an advertising campaign in Spanish utilizing either TV, Radio and/or Print. But, is that really your CPT for an advertising campaign in the San Diego region? What is your real CPT? Your advertising campaign in San Diego ALSO reaches the Hispanic/Latino population living in Tijuana and Baja California that cross the border frequently, for work, entertainment or shopping. The figures for this consumer base change according to the source, but it is estimated that 160,000 people cross the border EVERY DAY. The San Diego/Tijuana border is the busiest border crossing in the world!

Our recent study (“Ask Tijuana” Report 2002) shows that 52% cross 5 to 7 times per week.

If your advertising campaign is national and the San Diego market was ranked number 10 or 11 based on population, it is reaching more than the original estimate. The San Diego region should not be ranked 10th or 11th, it should be in the top four markets. Yes, along with Los Angeles, New York and Miami.

Some other findings from the “Ask Tijuana” Report 2002 indicate that 44% of respondents have family in San Diego. This indicates strong family ties between San Diego/TJ. 87% were born in Tijuana. 34% cross the border 1 to 4 times per week. 38% are planning to buy a house in Tijuana in the next twelve months and only 5% plan to buy a house in San Diego.
46% of Tijuana residents that cross the border frequently are planning to buy a new car, and 88% are planning to buy the car in San Diego!

This segment spent over US$2.5 billion in San Diego last year. Would you be interested in reaching this segment? These and many other findings included in this report, confirm that the Hispanic/ Latino population in the San Diego region is over 2,000,000 (845,000 plus 50% to 70% of the total population of Tijuana that have the Border Crossing Card issued by the INS to Mexican residents who demonstrate “stable residency” in the area and can cross legally in to the USA). The Crossing Card permits Tijuanenses to travel within 25 miles of the border and remain for up to 72 hours in the USA.

For additional more information at http://www.menesesresearch.com