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Hispanic Marketing
Hispanic Fan Demographics
(2004 / 2005 Scarborough Research)

• The Dodgers attract more than 1 million Hispanic fans every season
• Almost half of Dodger fans (42%) in attendance are Hispanic fans
• 40% of Hispanic attendees are female
• 48% of Hispanic Dodger fans attend 3 or more games per year
• 55% of Hispanic Dodger attendees are between 18 and 34 years old
• The average age of Hispanic Dodger attendees is 33 (non-Hispanic average = 43)
• The average household income of Hispanic Dodger attendees is $61,220 or 21% higher than the average LA Hispanic ($50,490)
• 44% of Hispanic Dodger attendees own their home)

Did You Know..?
(2002 JD Powers & Associates Study)

• The Hispanic fan base is the youngest demographics groups in the ballpark
• Hispanic Dodger fans consider themselves avid fans, bigger than all other ethnic groups
• The Hispanic Dodger fan spends more on food and drink purchases than any other ethnic groups
• 96% of Hispanic fans buy food when at a game, spending about $18.65 per cap
• The Hispanic Dodger fan spends more on souvenir merchandise purchases than any other ethnic groups

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