HISPANIC DEMOGRAPHIC
TRENDS
DEMOGRAPHICS REPORT
2017
BOARD OF
DIRECTORS
ECONOMIC DEVELOPMENT BOARD
PAM CHANTER, CHAIR
JORGE ALCAZAR
SKIP BRAND
TERRI DENTE
TERRY GARRETT
KATHRYN HECHT
LINDA KACHIU
WAYNE LEACH
MICHAEL NICHOLLS
MICHAEL TOMASINI
BEN STONE, Executive Director
EDB FOUNDATION SPONSORS
PRESENTING LEVEL
FOUNDATION LEVEL
PREMIER LEVEL
EXECUTIVE LEVEL
AMERICAN AGCREDIT
NORBAR
AMERICAN RIVER BANK
SONOMA COUNTY ALLIANCE
COMCAST
SUMMIT STATE BANK
GEORGE PETERSEN INSURANCE
VANTREO INSURANCE
KEEGAN & COPPIN CO.
ZAINER RINEHART CLARKE
MIDSTATE CONSTRUCTION
MEDIA LEVEL
SONOMAEDB.ORG
PG. 2
CONTENTS
4.
EXECUTIVE SUMMARY
6.
A DEMOGRAPHIC SHIFT
7-8.
DEMOGRAPHICS
9-10. K-12 EDUCATION
SONOMAEDB.ORG
11.
COLLEGE EDUCATION
12.
HOUSING
13.
WORKFORCE
14.
HISPANIC BUSINESS PROFILE
15.
HEALTHCARE
16.
SOURCES
17.
ACKNOWLEDGMENTS
PG. 3
HISPANIC DEMOGRAPHIC TRENDS
EXECUTIVE SUMMARY
April 2017
The Sonoma County Economic Development Board (EDB) is pleased to present the 2017 Hispanic
Demographics Trends. This report includes demographic and workforce statistics at the local, state,
and national levels.
Over the last 20 years, a demographic shift has taken place in Sonoma County. The region has become
increasingly diverse, due in part to the rapid growth of the Hispanic population. This demographic
shift is not restricted to the county, but is active across California and the United States.
The 2017 Hispanic Demographic Trends was created to help government, non-profits, businesses,
and educational institutions develop plans that will address the future challenges and opportunities
associated with changing demographics.
The EDB expects to continue to pursue projects and reports related to the Hispanic community.
Thank you for your continued interest in the EDB’s research. As always, if you have any questions,
please feel free to contact us at (707) 565-7170. All data used is the most recent data available.
HIGHLIGHTS
According to the U.S. census data, Sonoma County’s Hispanic population was 132,197
in 2015, making up over 26 percent of the county’s inhabitants. The California
Department of Finance projects that the Hispanic population will become the ethnic
majority in the country (51%) by 2050 (see p. 6).
Hispanic-owned businesses have also seen rapid growth both at the local level in
Sonoma County and at the national level. According to the most recent U.S. census
data available, as of 2012, there are 5,024 Hispanic-owned businesses in Sonoma
County, an increase of 24% since 2007.
Hispanic purchasing power and aggregate household income has seen a significant
rise in buying power, with $1.7 trillion in buying power at the national level and
$2.1 billion in aggregate household income for Hispanics in Sonoma County.
The Hispanic labor force in Sonoma County has a higher rate of full-time employment
than the white labor force, coupled with the Hispanic demographic shifting from
young workers entering the market to a larger working-age population, suggests
growth in the Hispanic labor force participation rate in Sonoma County.
SONOMAEDB.ORG
PG. 4
SONOMAEDB.ORG
PG. 5
Population Growth Sonoma County
1990-2015
HISPANIC DEMOGRAPHIC TRENDS
600000
A DEMOGRAPHIC SHIFT
Hispanic
502,146
500000
400000
Sonoma County is continuing to experience
a demographic shift, due in large part to the
growing population of Hispanics that has
reshaped the region’s economic identity. The
Hispanic population has grown by almost 230
percent within the last 25 years, and by 2060
the Hispanic population is projected to make up
40 percent of the total population of Sonoma
County (see p. 4).
In 1990, the county had a population of 388,222,
about 10 percent of which was Hispanic. By
2015, the Sonoma County population had grown
to 502,146, of which Hispanics made up 26.3
percent of the population.
The White population remains the majority
in Sonoma County, with 63.8 percent of the
population identifying as White, 4 percent as
Asians, and 3.61 percent as African-Americans.
Looking at future forecasts, Sonoma County is
expected to become more heterogeneous in
the next couple decades. The Hispanic
population is projected to increase by more
than 100,000 individuals and grow at a rate of
2.5 times faster that the total population in the
county.
As this major demographic shift continues and
higher rates of Hispanics enter the workforce,
unique opportunities and challenges for business,
government, education, and community-based
organizations will emerge.
Total Population
Population
Growth Sonoma County
388,222
1990-2015
600000
Growth Sonoma
300000 Population
Hispanic
1990-2015
500000
Total
Population
200000
600000
Hispanic
388,222
400000
100000
500000 39,537
Total Population
300000
0
400000
388,222
1990
2000
County
502,146
132,197
502,146
2010
2015
200000
Source: Bay Area Census (www.bayareacensus.ca.gov)
300000
132,197
U.S. Census Bureau (www.census.gov)
100000
200000 39,537
0
100000
132,197
1990
2000
2010
2015
39,537
Source: Bay Area Census (www.bayareacensus.ca.gov)
0 U.S.
Projected
Population
Growth2015
Census Bureau
(www.census.gov)
1990
2000
2010
(Sonoma County), 2020-2060
Source: Bay Area Census (www.bayareacensus.ca.gov)
U.S. Census Bureau (www.census.gov)
800000
660,937
700000
600000
500000
400000
800000
300000
700000
800000
200000
600000
700000
100000
500000
523,615
Projected Population Growth
(Sonoma County), 2020-2060
Projected Population Growth
(Sonoma County), 2020-2060
148,333
523,615
264,818
660,937
660,937
2020
2030
523,615
Hispanic
2040
2050
2060
600000
400000
Total Population
264,818
500000
300000
Source: California Department of Finance
400000
148,333
200000
(www.dof.ca.gov)
264,818
300000
100000
2020
2030
2040
2050
2060
148,333
200000
Total
Population
Hispanic
100000
2020
2030
2040
2050
2060
Source: California Department of Finance
(www.dof.ca.gov)
Total Population
Hispanic
Source: California Department of Finance
(www.dof.ca.gov)
Percentage Change in Population
Sonoma County, 2020-2060
25%
20%
15%
25%
10%
Hispanic
Total Population
Percentage Change in Population
Sonoma County, 2020-2060
Percentage Change in Population
Hispanic
Sonoma County, 2020-2060
Total Population
20%
5%
25%
15%
0%
20%
Hispanic
2020-2030
2030-2040
2040-2050
Total Population
2050-2060
10%
15%
Source:
5% U.S. Census Bureau (www.census.gov)
10%
0%
5% 2020-2030
SONOMAEDB.ORG
PG. 6
2030-2040
2040-2050
2050-2060
0%
2020-2030 2030-2040 2040-2050 2050-2060
Source: U.S. Census Bureau (www.census.gov)
HISPANIC DEMOGRAPHIC TRENDS
DEMOGRAPHICS
Sonoma County has a Hispanic population of
over 132,000, boasting the largest Hispanic
population in the North Bay region. As a
percentage of the total population, Sonoma
County’s Hispanic population grew faster that
that of the Bay Area, state and nation from
2010-2015. In the last 15 years, Sonoma County’s
Hispanic population grew by 66 percent and
the Hispanic population in the Bay Area grew
by 38 percent. During the same time period, the
Hispanic population of Napa County increased
by 64.1 percent, while the Hispanic population in
Marin increased only by 7.2 percent.
The composition of Sonoma County’s Hispanic
population as a percentage of the total population
is 26.3 percent, similar to the composition of the
Bay Area, with Hispanics making up 23.8 percent
of the total population. While the percentage
composition of Sonoma County increased from
24.9 percent to 26.3 percent from 2010 to 2015,
this percentage is lower than the state average
of 38.8 percent. At the national level, Hispanics
comprise 17.6 percent of the U.S. population.
The Hispanic population in Sonoma County has
33 percent of its population under the age of 18.
By contrast, 14 percent of the White population
is under the age of 18. The White and Hispanic
populations have a similar portion of their
population in the working age (ages 18-64),
with 61.5 percent of the Hispanic population
at working age compared to 62.3 percent of
whites. However, the Hispanic population is
younger, with 33 percent under the working age
of 18, indicative of a strong relative increase in
Hispanics entering the workforce in upcoming
years.
North Bay Hispanic Population by County
North Bay Hispanic
Population by County
2000-2015
2000-2015
150000
150000
2015
2015
2010
2010
2005
2005
2000
2000
120000
120000
90000
90000
60000
60000
30000
30000
0
0
Marin
Marin
Napa
Napa
Sonoma
Sonoma
Source: U.S. Census Bureau (www.census.gov)
Source: U.S. Census Bureau (www.census.gov)
North Bay Hispanic Population by County
North Bay Hispanic
Population by County
2000-2015
2000-2015
40%
2005
2015
40%
35%
2005
2015
2000
2010
35%
30%
2000
2010
30%
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
United States Bay Area
Sonoma
0%
United States
Bay Area
Sonoma
California
California
Source: U.S. Census Bureau (www.census.gov)
Source: U.S. Census Bureau (www.census.gov)
Age Breakdown
Age Breakdown
2015
100%
100%
80%
80%
60%
60%
0-17
0-17
23.62%
23.62%
0%
0%
18-64
18-64
65+
65+
5.27%
61.45%
5.27%
61.45%
62.25%
62.25%
40%
40%
20%
20%
2015
33.28%
33.28%
14.14%
14.14%
White
Hispanic
White
Hispanic
Source: U.S. Census Bureau (www.census.gov)
Source: U.S. Census Bureau (www.census.gov)
SONOMAEDB.ORG
PG. 7
0-4
5-9
10-14
15-19 20-24 25-29
Source: U.S. Census Bureau (www.census.gov)
HISPANIC DEMOGRAPHIC
TRENDS
Source:
U.S. Census Bureau (www.census.gov)
DEMOGRAPHICS
Hispanic Origin Distribution
Hispanic Origin Distribution
2015
1.2%has
Sonoma County
3.4% a growing young Hispanic
population, many of 4%whom
will Mexican
be graduating
5%
and entering Sonoma County’s workforce
within
Other Hispanic/Latino
the next 5-10 years. Approximately 22,000
Central American
Hispanics in Sonoma County are between the
South American
ages of 15 and 24.
Puertoand
Rican women
The median age
for Hispanic men
86%
is approximately 22 years younger
than that
Cuban
of White men and women. This age difference
Dominican
Republic
affects the comparison of many
social
and
economic indicators, including education levels
Source: U.S.
Census Bureau
(www.census.gov)
achieved,
income
levels,
and household size,
among other factors.
Despite on average smaller families and
households, the median White family income
is approximately
greater
annually than
Median$15,000
Househould
Income
that of the median 2015
Hispanic family income,
$55,675.
$80000
One
primary$71,245
indicator of education$66,674
and income
$70000
levels
in
the
United
States
is
English
language
$60000
$55,675
fluency. In Sonoma County, approximately 93
$50000
percent of Hispanic people speak at least some
$40000
English.
Nearly 29 percent speak only English,
33 $30000
percent speak English “very well,” and
approximatley
65 percent are fully or partially
$20000
bilingual.
$10000
The Hispanic
population in Sonoma County
$0
White
Hispanic
Total
is largely foreign born, with 86 percent of the
Source: U.S.
Census Bureau
(www.census.gov)
Hispanics
in Sonoma
County
of Mexican descent.
2015
Age Distribution
for Young People
1.2%
3.4%
Sonoma
4%County, 2015
5%
20000
Mexican
Other Hispanic/Latino
Hispanic
Central American
White
15000
South American
10000
Puerto Rican
86%
Cuban
5000
Dominican Republic
Source:
0 U.S. Census Bureau (www.census.gov)
0-4
5-9
10-14 15-19 20-24 25-29
Source: U.S. Census Bureau (www.census.gov)
Age Distribution for Young People
Sonoma County, 2015
Median Househould Income
2015
20000
Hispanic Origin Distribution
Hispanic
$71,245
White
1.2%
$80000
$70000
15000
3.4%
$60000
2015
$66,674
4%
Mexican
5%
$55,675
Other Hispanic/Latino
$50000
10000
$40000
Central American
$30000
5000
South American
$20000
Puerto Rican
86%
0
$10000
0-4
5-9
10-14 15-19 20-24
Cuban25-29
$0
White Bureau (www.census.gov)
Hispanic
Total
Source: U.S. Census
Dominican Republic
Source: U.S. Census Bureau (www.census.gov)
Source: U.S. Census Bureau (www.census.gov)
Hispanic Origin Distribution
English/Spanish Speaking
by Hispanics
2015
English/Spanish Speaking by Hispanics
Sonoma County, 2015
Sonoma County, 2015
1.2% 3.4%
4%
Mexican
Median Househould
Income
Speak only English
5%
7%
12.7%
28.6%
$80000
28.6%
$70000
Speak English “well”
18%
33.2%
Speak English “very well”
2015
7%
$71,245
Speak English “not at all”
$40000
Central American
$55,675
18%
$50000
86%
$66,674
Speak
English
“well”
South
American
Speak
English
Puerto
Rican“not well”
Cuban
Speak
English “not at all”
33.2%
$30000
Speak Other Language
Other Hispanic/Latino
Speak English “very well”
12.7%
$60000
Speak English “not well”
Speak only English
Dominican
Republic
Speak
Other Language
$20000
Source: U.S. Census Bureau (www.census.gov)
$10000
Source: U.S. Census Bureau (www.census.gov)
$0
White
Hispanic
Total
Source: U.S. Census Bureau (www.census.gov)
Source: U.S. Census Bureau (www.census.gov)
SONOMAEDB.ORG
PG. 8
Median Househould Income
2015
English/Spanish Speaking by Hispanics
American Indian
or Alaska Native
HISPANIC DEMOGRAPHIC TRENDS
Source: California Department of Education
(www.cde.ca.gov)
K-12 EDUCATION
California Schools K-12
Sonoma figures
County Schools
K-12
The enrollment
in Sonoma
County
by Race/Ethnicity 2014-2015
illustrate Breakdown
a growing
diversity in the K-12
1% 2%
educational1% system.
Since 2000 the Hispanic
3%
White
4%
enrollment rate has increased 22 percentage
Hispanic in 2000 to
points from 22 percent enrollment
44 percent enrollment in 2015. Multirace
Despite
strong upward Asian
trend, Hispanic
44.8% this
enrollment in Sonoma County remains relatively
43.7%
African American
low in comparison to the state
average of 54
percent Hispanic enrollment in Pacific
K-12.Islander or Filipino
Given the large percentage
of Indian
Hispanic
American
or
Alaska
Native
students enrolled in Sonoma County schools,
it is important to examine how proficient the
Source: California Department of Education
students (www.cde.ca.gov)
are in reading and math. One statistic
of concern is the reading proficiency rates
among Hispanics,
which
falls K-12
behind those of
California
Schools
White students.
Inby2016,
19 percent
of Hispanic
Breakdown
Race/Ethnicity
2014-2015
students in 1%the
third
grade
met
the
standard
3%
3%
Hispanic
and 11 percent exceeded the reading standard,
compared to White students inWhite
the same grade
6%
that met (28%) or exceeded (32%) the reading
Asian
standard. The low 9%
test scores may
be indicative
of English being a second language
for many of
African American
53.6%
the students.
This trend of low test scores for the
Pacific Islander or Filipino
24.6%
Hispanic population
continues when examining
Multirace
math proficiency scores. In 2016,
58 percent of
White students in the third grade
met (36%) or
American Indian
exceeded (22%) the math standard,
while
or Alaska
Nativeonly 32
percent of Hispanic students in the third grade
Department of Education
metSource:
(25%)California
or exceeded
(7%) the math standard.
(www.cde.ca.gov)
Breakdown by Race/Ethnicity 2014-2015
Sonoma
County Schools K-12
1% 3%
3%
Breakdown
by Race/EthnicityHispanic
2014-2015
1% 1% 2%
3%
6%
30%
American Indian
Source: California Department of Education
or Alaska Native
(www.cde.ca.gov)
Source: California Department of Education
(www.cde.ca.gov)
Third Grade Math Proficiency
Sonoma County, 2016
California Schools K-12
40% Breakdown by Race/Ethnicity 2014-2015
Hispanic
35%
1% 3%
3%
White
Hispanic
30%
25%
Asian
African American
53.6%
10%
24.6%
5%
0%
Standard
Exceeded
Standard
Met
Pacific Islander or Filipino
Multirace
Standard Standard
Nearly Met
Not Indian
Met
American
or Alaska Native
Source: California Department of Education
(www.cde.ca.gov)
Source: California Department of Education
(www.cde.ca.gov)
35%
35%
20%
20%
20%
15%
15%
15%
10%
10%
10%
5%
5%
5%
Hispanic
Hispanic
White
White
0%
0% Standard
Standard
Exceeded
Exceeded
Standard Standard
Nearly Met Not Met
Standard
Standard
Met
Met
Standard
Standard
Standard Standard
Nearly
Not Met
Met
Nearly Met
Met Not
Source:
Source: California
California Department
Department of
of Education
Education
(www.cde.ca.gov)
(www.cde.ca.gov)
Source: California Department of Education
(www.cde.ca.gov)
40%
9%
15%
30%
30%
PG. 9
Third Grade Reading Proficiency
Sonoma County, 2016
Hispanic
White
6%
20%
40%
40%
Grade Reading Proficiency
Multirace
African American
American Indian
Pacific Islander or Filipino
or Alaska Native
25%
25%
SONOMAEDB.ORG
Third
Pacific Islander or Filipino
Asian
Sonoma
Sonoma County,
County, 2016
2016
White
Standard
Met
24.6%
Third
Grade
Reading
Proficiency
Third
Grade
Math Proficiency
Hispanic
Standard
Exceeded
Asian
Hispanic
43.7%
25%
0%
9%
African American
Multirace
44.8%
Sonoma County, 2016
35%
White
White
53.6%
Third Grade Math Proficiency
40%
4%
Sonoma County, 2016
40%
Hispanic
HISPANIC DEMOGRAPHIC TRENDS
K-12 EDUCATION
36%
36%
36%
Source: California Department of Education
Source: (www.cde.ca.gov)
California Department of Education
Source: (www.cde.ca.gov)
California Department of Education
(www.cde.ca.gov)
Graduates with UC/CSU Required Courses
Graduates with UC/CSU
2014-2015Required Courses
Graduates with UC/CSU
2014-2015Required Courses
A A A
A Afr Afr fr
m mic mic ic
a a a
32.7%
32.7%
Pa Pa ePraic ernic ernic n 32.7%
ci ci cai n an an
22.9%
22.9%
22.9%
fic fic fic
/F /FI /FI I
ili islila islila sla
pi pin pin n
56.2%
56.2%
56.2%
A A Ano ndoerndoer der
m m m
/A /Aer /Aer er
42%
42%
42%
la laic laic ic
sk sakn sakn an
a a In a In In
N Nd Nd d
at atia atia ia 30.4%
30.4%
30.4%
iv ivn ivn n
e e e
PG. 10
29.3%
29.3%
29.3%
49.3%
49.3%
49.3%
Source: California Department of Education
Source: (www.cde.ca.gov)
California Department of Education
Source: (www.cde.ca.gov)
California Department of Education
(www.cde.ca.gov)
Dropout Percentage by Race/Ethnicity
Dropout Percentage
by Race/Ethnicity
2014-2015
Dropout Percentage
by Race/Ethnicity
2014-2015
2014-2015
California
California
Sonoma
CaliforniaCounty
Sonoma County
Sonoma County
A A A
A Afr Afr fr
m mic mic ic
e ean ean an
Pa Pa Praica rica rica
ci ci ci n n n
fic fic fic
/F /FI /FI I
ili islila islila sla
p pn pn n
A A inAo indoeindoe de
m m m r r r
/A /Aer /Aer er
la laic laic ic
sk sakn sakn an
a a In a In In
N Nd Nd d
at atia atia ia
iv ivn ivn n
e e e
M M M
ul ul ul
tir tir tir
ac ac ac
e e e
A A A
si si si
an an an
3.3%
3.3%
3.3%
10%
10%
10%
8%
8%
8%
6%
6%
6%
4%
4%
4%
2%
2%
2%
0%
0%
0%
Source: California Department of Education
Source: (www.cde.ca.gov)
California Department of Education
Source: (www.cde.ca.gov)
California Department of Education
(www.cde.ca.gov)
SONOMAEDB.ORG
California
California
Sonoma
CaliforniaCounty
Sonoma County
Sonoma County
29.1%
29.1%
29.1%
M M M
ul ul ul
tir tir tir
ac ac ac
e e e
71.8%
71.8%
71.8%
A A A
si si si
an an an
34.6%
34.6%
34.6%
25.3%
25.3%
25.3%
H H H
is is is
pa pa pa
ni ni ni
c c c
50.5%
50.5%
50.5%
2014-2015
49.7%
49.7%
49.7%
80%
80%
70%
80%
70%
60%
70%
60%
50%
60%
50%
40%
50%
40%
30%
40%
30%
20%
30%
20%
10%
20%
10%
0%
10%
0%
0%
H H H
is is is
pa pa pa
ni ni ni 3.4%
3.4%
3.4%
c c c
Maintaining this downward trend in dropout rates
will be vital for the economic competitiveness of
the ever-increasing amount of Hispanics entering
the workforce. An increase in both the Hispanic
graduation rate and the percentage of Hispanic
graduates who completed the necessary criteria
to continue with a four-year university program,
in conjuction with a decrease in dropout rates,
forecasts an improved and productive Hispanic
labor force.
52%
52%
52%
38.4%
38.4%
38.4%
Although achieving skilled employment and
earning a high income are not solely contingent
upon earning a four-year university degree,
they become significantly harder to obtain
for those who lack a high school diploma. In
Sonoma County dropout rates for Hispanics are
continuing to decline, with an annual adjusted
grade 9-12 dropout rate of 3.3 percent for
Hispanic students in 2015.
White
White
White
Hispanic
Hispanic
Hispanic
Asian
Asian
Asian
Multirace
Multirace
Multirace
African American
African American
African
American
Pacific Islander
or Filipino
Pacific Islander or Filipino
Pacific Islander
American
Indianor Filipino
American
Indian
or
Alaska Native
American
Indian
or
Alaska Native
or Alaska Native
3%
1% 2% 2%
3% 4%
1% 2% 2%
3% 4%
4%
W W W
hi hi hi
te te te
In Sonoma County, about 25 percent of Hispanic
graduates completed the necessary criteria to
continue with a four-year university program.
By contrast, 35 percent of Hispanic graduates
achieved those same standards across the state.
Comparatively, 38 percent of White graduates
in Sonoma County completed the necessary
criteria to enter a four-year university, which is
lower than the 50 percent of graduates across
the state.
Breakdown
1% 2% 2% by Race/Ethnicity 2014-2015
W W W
hi hi hi
te te te
Graduation rates among Sonoma County
Hispanics are continuing their positive trend while
dropout rates are decreasing. In 2015, 52 percent
of Sonoma County high school graduates were
White, and 36 percent were Hispanic. This is up
from 5 years ago, when 29 percent of Sonoma
County high school graduates were Hispanic.
Sonoma County High School Graduates
Sonoma
County
High School
Graduates
Breakdown
by Race/Ethnicity
2014-2015
Sonoma
County
High School
Graduates
Breakdown
by Race/Ethnicity
2014-2015
African American
American Indian or
HISPANIC DEMOGRAPHIC TRENDS
Alaska Native
American Indian or
Alaska Native
COLLEGE EDUCATION
Pacific Islander
Source: Santa Rosa Junior College (www.santarosa.edu)
Pacific Islander
Source: Santa Rosa Junior College (www.santarosa.edu)
Sonoma
Recent developments
in State
the local and global
Enrollment by Ethnicity, Fall 2015
economy have resulted in an increasing demand
White
for a workforce with advanced
education. In
2%
5%
2015, 10 percent of Hispanics inHispanic
Sonoma County
7%
ages 25 and over have
at least a bachelor’s
Multirace
degree, while slightly more than
35 percent of
whites in the same age range have at least a
Asian
49% degree. Nearly 33 percent of Sonoma
bachelor’s
28%
County residents ages 25 and over
at least
Africanhave
American
a bachelor’s degree, a mark that is slightly above
American Indian or
the national average of 30 percent.
Alaska Native
Islander
In Fall 2014, 32 percent of the Pacific
student
body at
Santa Rosa Junior College was Hispanic, while
Source:
Sonoma State
University
and Records
White
students
made
up Admissions
53 percent
of the
student body. At Empire College, 31 percent
of the student body is Hispanic and 57 percent
Empire College
is White. AtEnrollment
Sonoma
State, 2015-2016
28 percent of the
by Ethnicity,
student body
is 2%
Hispanic and 49 percent is
1.5% 1.5%
White. Sonoma State has the lowest
White percentage
4.5%
of White students.
Santa Rosa Junior College
Sonoma State
Enrollment by Ethnicity, Fall 2014
Enrollment by Ethnicity, Fall 2015
White
White
3%
2%
Alaska Native
Source: Empire College
53%
49%
2014-2015
30%
2013
African American
African American
American Indian or
American Indian or
Alaska Native
Alaska Native
Pacific Islander
Islander
Pacific
Source: Santa Rosa Junior College (www.santarosa.edu)
Source: Sonoma State University Admissions and Records
Sonoma State
Empire
College
Enrollment
by Ethnicity,
Fall 2015
Santa
Rosa
Junior
College
Enrollment by Ethnicity, 2015-2016
Enrollment by Ethnicity, Fall
2014
White
1.5% 1.5% 2%
2%
White
White
Hispanic
5%
3% 4.5% 7%
5%
Hispanic
Hispanic
Multirace
6%
Multirace
African
Asian American
49%
57%
53%
Asian
Asian
African American
31%
28%
32%
African American
Pacific
Islander
American
Indian or
Alaska
Native
American
Indian or
American
Indian or
Pacific
Islander
Alaska Native
Alaska Native
Pacific Islander
Source: Sonoma State University Admissions and Records
Source: Empire College
Source: Santa Rosa Junior College (www.santarosa.edu)
Enrollment
by Ethnicity,
2015-2016
Sonoma
State
Hispanic
Enrollment in Higher Education
Enrollment
1.5% 1.5% 2% by Ethnicity, Fall 2015
Institutions, Sonoma County (%), 2013-2015
White
White
25%
35%
2% 4.5%
2014-2015
30%
2013
5%
Hispanic
Hispanic
7%
Multirace
African American
25%
20%
57%
15%
20%
31%
15%
28%
Asian
Asian
49%
10%
African
American
Pacific Islander
10%
5%
0%
Asian
Asian
32%
28%
Empire College
Hispanic Enrollment in Higher Education
Institutions, Sonoma County (%), 2013-2015
35%
Hispanic
Hispanic
6%
7%
Multirace
Multirace
Hispanic
Sonoma State University has seen the largest
growth in Hispanic enrollment African
as a American
percentage
31%
of total 57%
enrollment, increasing
from 19 percent in
Asian
2013 to 28 percent in 2015. Hispanic
enrollment
at Santa Rosa Junior College and
Empire
College
Pacific
Islander
has increased marginally from 30 percent in
American Indian or
2013.
5%
5%
5%
Sonoma State
SRJC
Empire
0%
SRJC
Empire
Source: Empire College
Source: Sonoma State University Admissions and Records
Source: Santa Rosa Junior College, Sonoma State
University, Empire College
Source: Santa Rosa Junior College, Sonoma State
University, Empire College
SONOMAEDB.ORG
Sonoma State
American
American Indian
Indian or
or
Alaska
Alaska Native
Native
Pacific Islander
PG. 11
Hispanic Enrollment
in Higher Education
Empire College
Enrollment
by Ethnicity,
2015-2016
Sonoma
County
(%), 2013-2015
Institutions,
35%
30%
1.5% 1.5% 2%
2014-2015
2013
4.5%
White
HISPANIC DEMOGRAPHIC TRENDS
HOUSING
The median sales price of a home in Sonoma
County between 2015 and 2016 increased by 13
percent from $512,100 to $580,500.
Families making the median-family income for
Sonoma County are not able to afford medianpriced homes. Among Sonoma County’s
Hispanic population, the median household
income in 2015 was $55,675. The minimum
qualifying income to afford the median sales
price of a home in Sonoma County is $112,840.
Homeownership for the Sonoma County
population as a whole is 60 percent, while 41
percent of the population are renters.
Thirty-five percent of Hispanic adults in
Sonoma County own their own home, and
65 percent rent their home. Homeownership
for the State of California has fallen in recent
years to about 54 percent. Nationwide, about
45 percent of Hispanic adults, and about 64
percent of the total adult population own
their own home. Possibly due to a lack of
affordable housing in Sonoma County, the
percentage of Hispanic adult renters in
Sonoma County is higher than that of
Hispanic renters at the state (58%) and
national (55%) levels.
Housing Indicators
Sonoma County, 2015-2016
$600000
$500000
$400000
$300000
$200000
$100000
$0
Median Sales Minimum Qualifying Median Hispanic
Price of a Home
Income to Afford Household Income
2016
Median Sales Price
2015
Source: California Association of Realtors (www.car.org)
Home Ownership and Renting
Sonoma County, California, Nation, 2015
80%
United States
70%
California
60%
Sonoma
50%
40%
30%
20%
10%
0%
Hispanic Owners
Hispanic Renters
White Owners
Source: U.S. Census Bureau (www.census.gov)
SONOMAEDB.ORG
PG. 12
White Renters
Total Owners
Total Renters
HISPANIC DEMOGRAPHIC TRENDS
WORKFORCE
Hispanics in Labor Force by Age Group
2015
Hispanics in Labor Force by Age Group
In 2015, Hispanics made up 26.3 percent of
Sonoma County’s labor force, an increase from
2010 when Hispanics made up 24 percent
of Sonoma County’s labor force. Of the total
Hispanic population, 42 percent worked fulltime in the past 12 months. In comparison, 38
percent of the total population of Sonoma
County worked full-time in the past 12 months.
7%
7%
9%
9%
2015
2015
20-24
16-19
16-19
25-54
20-24
20-24
55-64
25-54
25-54
14%
14%
70%
55-64
55-64
70%
70%
Source: U.S. Census Bureau (www.census.gov)
Source:
Source: U.S.
U.S. Census
Census Bureau
Bureau (www.census.gov)
(www.census.gov)
Median Household Income
2015
$80000
$70000
The Hispanic population is seeing a demographic
shift from young workers entering the market
to a larger working age population. Nearly 70
percent of Hispanics between the ages of 25 and
54 are employed or looking for work, amounting
to nearly 46,000 current and potential workers.
Median Household Income
2015
2015
$80000
$60000
$80000
$70000
$50000
$70000
$60000
$40000
$60000
$50000
$30000
$50000
$40000
$20000
$40000
$30000
$10000
$30000
$20000
$0
$20000
Hispanic Pop. Sonoma County
$10000
$10000 Sonoma County
California
$0
Source:
CensusPop.
Bureau
(www.census.gov)
$0U.S.
Hispanic
Sonoma
County
California
Hispanic
Pop. Sonoma
County
California
Sonoma
County
Sonoma County
Source:
Source: U.S.
U.S. Census
Census Bureau
Bureau (www.census.gov)
(www.census.gov)
Concentration of Hispanics in Sonoma County
Workforce by Occupation, 2006-2010
20000
Concentration of Hispanics in Sonoma
18000
Workforce
Workforce by
by Occupation,
Occupation, 2006-2010
2006-2010
16000
14000
20000
20000
12000
18000
18000
10000
16000
16000
8000
14000
14000
6000
12000
12000
4000
10000
10000
2000
8000
8000
0
6000
6000
4000
4000
2000
2000
0
0
Source: U.S. Census Bureau (www.census.gov)
Source:
Source: U.S.
U.S. Census
Census Bureau
Bureau (www.census.gov)
(www.census.gov)
SONOMAEDB.ORG
PG. 13
100%
County
SSee
Se
rvrv
rv
icic
ic
ee
e
W
W
W
SSaa
Sa
o
o
or
lele
rkrk les
ke
ss
eer r
aann
rs
s s an
dd
d
OO
O
ffi
ffi
ffi
PPr r
P
cece rod
ce
odod
ucuc
WW uc
W
titoio
oor r tio
or
nn
keke n a
ke
anan
rsrs nd
rs
dd
TrTr
Tr
CC
anan C
an
oonn
spsp on
sp
stst
st
oror
or
ruru
r
tata
ta
titoio uc
tio
cct t
tio
ioio
nn
n
NN
nn Na
n
aat t
WW tu
W
uur r
oor r ra
or
aal l
keke l R
ke
RR
r
r
r
ees s
s s es
s
oouu
ou
rcrc
rc
BB
ee Bu
e
uus s
WW sin
W
inin
oor r e
or
ees s
keke ss
ke
ss
aann
rsrs an
rs
dd
d
FFi i
Fi
EEdd
Ed
nnaa
na
uucc
u
nncc ca
nc
aat t
iaia tio
ia
ioio
ll
l
nn
n
aann H
an
HH
eeaa
dd ea
d
ltlhth
LLee lth
Le
ggaa ca
ga
ccaa
rere
re
ll
l
PPr r
Pr
aacc
ac
PPr r
tittit Pr
tit
oot t
o
ioio
io
eecc
nnee tec
ne
titviv
rsrs tiv
rs
ee
e
SScc
SSee Sc
Se
ieie
rvrv ien
rv
nncc
icic
ic
ee
ees s ce
es
aann
an
dd
d
EEnn
En
ggi i
gi
nnee
ne
eer r
er
inin
in
gg
g
As a percentage of Sonoma County’s total
workforce, Hispanics made up 50 percent of
natural resources, construction, and maintenance
occupations, 37 percent of all service workers,
and 36 percent of all workers. Sonoma County’s
Hispanic workforce has a significant economic
impact on Sonoma County as evident through
the occupations and industries with a high
percentage of Hispanic workers.
9%
16-19
14%
Despite a higher rate of full-time employment,
median household income for Hispanics
in Sonoma County falls below the median
household
income
for
the
total
population. Median household income for
Hispanics is $55,675. Comparatively, the
average median household income for the
total population in Sonoma County is
$66,674, and in California is $64,500.
In Sonoma County, the Hispanic workforce is
most heavily concentrated in the areas of service
work, labor and help, construction, and sales
and related occupations. In 2015, 18,103 Hispanic
workers were employed as service workers, and
of those employed as service workers nearly
6,000 were employed in food preparation and
serving related occupations. Hispanics were
also represented heavily in other occupations,
such as the 11,693 Hispanic workers in sales
and office occupations, and the nearly 9000
Hispanic workers employed in production and
transportation occupations.
7%
80%
100%
100%
60%
80%
80%
40%
60%
60%
20%
40%
40%
0%
20%
20%
0%
0%
HISPANIC DEMOGRAPHIC TRENDS
HISPANIC BUSINESS PROFILE
Sonoma County, 2010-2015 (In Thousands of Dollars)
$350000
$350000
$300000
$323,921
$323,921
$300000
$250000
$258,149
$250000
$200000
$258,149
$200000
$150000
$150000
$100000
$100000
$50000
Over the last decade, the amount of Hispanicowned firms has increased rapidly at the national
level. This same trend is present in Sonoma
County. In 2012, there were 5,024 Hispanicowned firms in Sonoma County, an increase
of 24 percent from the 4,056 Hispanic-owned
businesses in 2007.
Hispanics have also nationally seen a rise in the
percentage of startups. According to Kauffman,
the percentage of new Hispanic entrepreneurs
has doubled within the last decade. In 2015,
Hispanics made up nearly 21 percent of new
entrepreneurs, up from 10 percent in 1996.
The expansion of Hispanic-owned firms and
the purchasing power of Hispanic consumers
provides
an
opportunity
for
Hispanic
entrepreneurs and consumers alike to impact
the local and national economies.
$50000
$0
2010
2015
$0
2010
2015
Source: U.S. Census Bureau (www.census.gov)
*Discretionary income calculated as 15% of aggregate income
Source: U.S. Census Bureau (www.census.gov)
*Discretionary income calculated as 15% of aggregate income
Aggregate Income of Hispanics
Sonoma
County, 2010-2015
(In of
Thousands
of Dollars)
Aggregate
Income
Hispanics
Sonoma County, 2010-2015 (In Thousands of Dollars)
$2500000
$2500000
$2000000
$2,159,470
$2000000
$2,159,470
$1500000
$1500000
$1,720,996
$1,720,996
$1000000
$1000000
$500000
$500000
$0
2010
2015
$0
2010
2015
Source: U.S. Census Bureau (www.census.gov)
Source: U.S. Census Bureau (www.census.gov)
Percentage of New Entrepreneurs by Race
States,
1996-2015
Percentage United
of New
Entrepreneurs
by Race
United States, 1996-2015
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
White
Hispanic
White
Hispanic
African
American
African
American
Asian
Other
Asian
Other
Source: Kauffman Foundation (www.kauffman.org)
Source: Kauffman Foundation (www.kauffman.org)
SONOMAEDB.ORG
PG. 14
1996
1996
2015
2015
20.8%
20.8%
On the national level, Hispanic consumers have
seen a significant rise in buying power, with
$1.7 trillion in buying power. Consumption is
the single most direct way for individual
consumers to affect the overall market. As
purchasing power increases, so too will
market representation in response to the
increased demand.
Disposable Income of Hispanics
Sonoma
County, 2010-2015
(In Thousands
of Dollars)
Disposable
Income
of Hispanics
10% 10%
According to U.S. Census data, aggregate
household income for Hispanics in Sonoma
County is $2.1 billion. Hispanic residents of
Sonoma County therefore account for an
estimated $324 million in disposable income.
(Disposable income calculated as 15% of
aggregate income).
HISPANIC DEMOGRAPHIC TRENDS
HEALTHCARE
50%
40%
White
51.7%
51.7%51.7%
Hispanic
White
40%
30%
30%
20%
31.8%
31.8%31.8%
36.9%
36.9%
36.9%
60%
50%
0%
M
M
M
eedd ed
EEm
iicc
i
m Em
aaii cai
ppll
pl
d
ooyy oy dd
m
m
m
eenn en
tt-tPPrr Pr
bbaa ba
iivv
i
aatt vat sseedd sed
eell
el
yy
y
PPuu Pu
rrcc
r
hhaa cha
ssee se
dd
d
10%
0%
M
M
M
&& eedd& ed
M
M iiccM ic
ee aae a
M
M
M ddiicc rreedic re
eedd ed aa
ai
d
iicc
i iidd
aarr car
ee
e
&&
&
oott ot
hh
he
M
M
M ee
rs
eedd ed rrss
iicc
ic
aarr
ar
ee
e
OO
O
nnll
nl
yy
y
20%
10%
Source: UCLA Center for Health Policy Research
(www.healthpolicy.ucla.edu)
Source: UCLA Center for Health Policy Research
(www.healthpolicy.ucla.edu)
Body Mass Index Measure
2014
BodySonoma
Mass County,
Index Measure
Sonoma County, 2014
50%
30%
20%
10%
0%
0%
15.7%
15.7%15.7%
20%
10%
20.6%
20.6%
20.6%
36.8%
36.8%
36.8%
Hispanic
40%
30%
40.5%
40.5%
40.5%
White
Hispanic
39.3%
39.3%39.3%
50%
40%
41.8%
41.8%41.8%
White
Underweight Normal
Overweight
Obese
Underweight Normal
Overweight
Obese
Source: UCLA Center for Health Policy Research
(www.healthpolicy.ucla.edu)
Source: UCLA Center for Health Policy Research
(www.healthpolicy.ucla.edu)
Overall Health
Overall Health
Sonoma
County,
2014
Overall
Health
Sonoma County, 2014
5%
0%
Very
Good
Fair
Poor
Good
Very
Good
Fair
Poor
Good
Source: UCLA Center
for Health Policy Research
0%
Excellent
3.3%
3.3% 3.3%
10%
5%
6.8%
6.8% 6.8%
15%
10%
12.8%
12.8%12.8%
20%
15%
10.9%
10.9%10.9%
25%
20%
Hispanic
24.2%
24.2%24.2%
30%
25%
White
White
Hispanic
24.8%
24.8%
24.8%
35%
30%
22.4%
22.4%
22.4%
35%
34.7%
34.7%34.7%
Examining healthcare for Hispanics is an
important part of understanding the challenges
of an evolving demographic in Sonoma County.
Sonoma County, 2014
Hispanic
33.8%
33.8%33.8%
The trend of lower health indicators for the
Hispanic population continues when examining
BMI scores. Hispanics have a significantly higher
percentage of overweight percentages than
whites, with 42 percent of Hispanics
reported as being obese, and 41 percent
reported as overweight, while 21 percent of
Whites reported being obese and 39 percent
reported being overweight. The percentage
of Hispanics in Sonoma County ranked in the
normal BMI range is also significantly lower
than that of Whites, with 37 percent of
Whites in Sonoma County ranked in the
normal BMI level and 16 percent of Hispanics
ranked in the normal BMI level.
60%
26.3%
26.3%26.3%
The higher rate of the Hispanic uninsured
population may contribute to a higher rate of
Hispanics self-reporting their overall health
as fair or poor. Of the Hispanic population,
7 percent self-report their overall health being
fair, and 24 percent self-report their overall
health as poor. Sixty-nine percent report their
overall health as excellent (12%), very good
(34%), or good (22%), compared to the nearly
86 percent of Whites that positively reported
their health.
Types of Insurance for Hispanics and Whites
Sonoma County, 2014
Types of Insurance
for Hispanics and Whites
UU
U
nnii
n
nnss ins
uurr
u
20.3%
20.3%
eedd red 20.3%
Insurance is a key indicator of the well-being of
a demographic, as it helps to understand the
health of Hispanics living in Sonoma County.
Nearly 37 percent of Hispanics are using
Medicaid, 32 percent are using employment20
percent
are
based insurance, and
uninsured. Comparatively, only 3 percent of
the White population is uninsured.
Excellent
(www.healthpolicy.ucla.edu)
Source: UCLA Center for Health Policy Research
(www.healthpolicy.ucla.edu)
SONOMAEDB.ORG
PG. 15
HISPANIC DEMOGRAPHIC TRENDS
SOURCES
The 2016-2017 Hispanic Demographics Trends
Indicators provide a comparative study on
various economic, demographic, environmental,
and social aspects of the Hispanic Demographic
within Sonoma County. Sonoma County
Economic Development Board (EDB) research
originates from information available from
outside resources and previously published
material. The 2016-2017 Hispanic Demographics
Trends offer partial or composite representations
of raw data and cite respective data sets.
For more information see listed sources.
DATA SOURCES
Bay Area Real Estate Information Services, Inc.
California Association of Realtors
California Board of Education
California Department of Finance
California Employment Development
Department
Empire College
Ewing Marion Kauffman Foundation
ESRI Business Analyst
Geoscape, American Marketspace DataStream
Moody’s Analytics
Nielsen
Santa Rosa Junior College
Sonoma State University
Sonoma County Economic Development
Board
UCLA Center for Health Policy Research
United States Census Bureau
United States Bureau of Labor Statistics
SONOMAEDB.ORG
PG. 16
HISPANIC DEMOGRAPHIC TRENDS
METHODOLOGY
The 2016-2017 Hispanic Demographics Trends is a product of the Sonoma County Economic
Development Board (EDB). According to the Census Bureau, Hispanics are those people who classify
their origin (ancestry) as Mexican, Mexican American, Chicano, Puerto Rican, Cuban, Argentinean,
Colombian, Costa Rican, Dominican, Ecuadoran, Guatemalan, Honduran, Nicaraguan, Peruvian,
Salvadoran, from other Spanish-speaking countries of the Caribbean or Central or South America,
or from Spain. The data used by the Economic Development Board is reflective of this definition.
This report offers composite representations of raw data and cite respective source data sets
on demographic trends occurring in Sonoma County. The Indicators do not provide complete indepth analyses of all facets of Sonoma County. The EDB believes all data contained within this
report to be accurate and the most current available, but does not guarantee its accuracy or
completeness. Use of data from an outside source does not represent an endorsement of any
product or service by the EDB, its members or affiliates.
For more information, please see the listed sources. Interested readers are encouraged to contact
data source agencies or organizations for further research or visit our website at www.sonomaedb.
org. Readers are also invited to suggest improvements for future reports by calling (707) 565-7170
or emailing [email protected].
ACKNOWLEDGMENTS
The 2016-2017 Hispanics Demographic Trends data was updated by Intern Justin Cox, and the
report was analyzed and edited by Economic Development Project Coordinator, Kanny Morgan.
SONOMAEDB.ORG
PG. 17
SONOMAEDB.ORG
707 - 565 - 7170
141 STONY CIRCLE, STE. 110, SANTA ROSA, CA 95401