832,000 Latinos call the DMV home: a $30B market, six distinct audiences, growing faster than any other. We mapped who they are and what actually works to reach them. Read it free.
A taste of the report. The full version has every number, every chart, and the methodology behind each one.
Latinos are 19.3% of the DMV and on track for 1 in 4 by 2035. The market of 2035 is in a DMV classroom right now.
More than half of the region's growth since 2019 was Latino. DC lost population overall — and kept growing in exactly one group.
The DMV is Salvadoran-led and half foreign-born. The national, Mexican-majority playbook misses this audience.
$30B in buying power, but Hispanic-aimed ad spend has barely moved in 25 years. The gap is the opportunity.
Six jurisdictions, six distinct personas — different origins, incomes, and languages. The average is wrong six times at once.
Four in five live in Spanish or both. And the frictions — credit, education, health — are exactly where a brand can lead.
A working briefing you can act on — not a slide deck. Every layer is sourced and labeled (Census-native vs. proxy vs. national-rate) so you can trust the numbers.
Growth, the next decade, and why this is structural — not a moment.
Origin, language, and the four frictions that are really category openings.
The persona map by jurisdiction — who lives where, and what they earn.
The three rules of Latino attention, with real, measured campaign receipts.
How the numbers turn into a plan — a concrete, end-to-end illustration.
Every source, with Latino-native / proxy / national-rate labeling per layer.
Tell us where to send it. You'll get the full DMV Latino Decision Map right away — and a copy in your inbox to share with your team.
Your report is ready, and we've emailed you the link so you can come back to it.
Read the full report →Want it cut for your category, or to advertise with us? Work with our team →