MARKET SNAPSHOT Sacramento-Stockton- Modesto DMA

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1 MARKET SNAPSHOT Sacramento-Stockton- Modesto DMA The Sacramento-Stockton-Modesto Designated Market Area is home to the ninth-largest Asian and Pacific Islander Non-Hispanic population in the country, and has a total population of nearly 4.3 million people; in addition, it is home to the eleventh-largest Hispanic population in the U.S. The DMA s economy is gradually recovering from the Great Recession largely due to the economic stimulation and employment opportunities offered by its healthcare, state government, technology and solar energy sectors. Between 2000 and 2016 the size of the DMA s Asian and Pacific Islander Non-Hispanic population increased 84%; its Asian population currently makes up 12% of the DMA s total population. During the same period, the Hispanic population was the DMA s fastestgrowing segment after growing nearly 90%; meanwhile, the size of the Black Non-Hispanic population increased 30% as that of the White Non- Hispanic population decreased 3%.

2 GEOSCAPE 02 Approximately half of the DMA s Asian population classifies as Bi-cultural Westernized or Very Westernized; these individuals, known as AA1s and AA2s, speak primarily English and maintain some or few Asian cultural practices. About 40% of the Asian population is between the ages of 25 and 54. Together, Asians of Filipino and Asian-Indian descent make up roughly 40% of the Sacramento- Stockton- Stockton-Modesto DMA s Asian population as approximately 50% of its Asians aged 25 years and older have obtained an Associate s degree or higher. Roughly 6 out 10 Asian households in the DMA are owned housing, classifying as SES A or SES B and receiving an annual income above $50,000 through professional or skilled occupations.

3 GEOSCAPE 03 More than one-quarter of the Sacramento-Stockton-Modesto DMA is Hispanic; meanwhile, approximately 1 out of 10 individuals who reside in the DMA are Asian/Pacific-Islander Non- Hispanic. Approximately 4 out of 10 Asians in the DMA are between the ages of 25 and 54 years of age.

4 GEOSCAPE 04 Roughly 50% of Asians in the DMA are highlyacculturated, classifying as either AA1 or AA2. About 30% of the DMA s Asian population strongly identifies with their Asian cultural roots as AA4s or AA5s.

5 GEOSCAPE 05 The map shows the dominant Asian countries of origin in the Sacramento-Stockton-Modesto DMA by census tract. This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) Marketscape DataStream Series 2016 and Consumer Spending Dynamix Series For a FREE test drive of GIS, point your browser to: Call or info@geoscape.com

6 GEOSCAPE 06 The region that encompasses the cities of Lincoln and Elk Grove is the location of most of the DMA s Asian households with an annual income of more than $100,000. This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) Marketscape DataStream Series 2016 and Consumer Spending Dynamix Series For a FREE test drive of GIS, point your browser to: Call or info@geoscape.com

7 GEOSCAPE 07 The majority of Asian households in the Sacramento-Stockton-Modesto DMA have a median income below $100,000; however, there are multiple ZIP codes within Sacramento County with a median Asian household income of more than $100,000. This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) Marketscape DataStream Series 2016 and Consumer Spending Dynamix Series For a FREE test drive of GIS, point your browser to: Call or info@geoscape.com