In the metropolitan markets surveyed by The Media Audit From 2002 to 2004, the Hispanic adult population increased by 16% while the number of Hispanic college graduates increased by 22%. The number of Hispanic college graduates increased by 806,000 from approximately 3.6 million to 4.4 million. The 4.4 million includes more than 1.3 million with advanced degrees. In the markets surveyed there are approximately 48.3 million adults, 35% of the adult population, with one or more college degrees. The Hispanic college graduate is significantly younger than college graduates in the general population. In the general population 38.4% of college graduates are age 50 plus. Among Hispanics just 23.0% of college graduates are age 50 plus.

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The media habits of the Hispanic college graduates are also significantly different. Just 21.5% of all college educated adults are heavy radio listeners (180 minutes or more per/day) while 26.8% of college educated Hispanics are heavy radio listeners.

20% of all college graduates are heavy readers of newspapers (1 hour or more per day) and 18.9% of college educated Hispanics are heavy newspaper readers. However:

more than 50% of the Hispanic graduates read a newspaper on an average weekday

39.6% read a newspaper on an average Sunday, compared to 41.0% and 31.4% among all graduates.

With regard to income differences:

63.5% of all college graduates have an annual income of 50,000 or more

63.2% of Hispanic college graduates have annual incomes of 50,000 or more.

42.8% of all college graduates have incomes of 75,000 or more

41.7% of Hispanic college graduates have incomes of 75,000 or more

26.7% of all college graduates and 24.1% of Hispanic college graduates have household incomes of 100,000 or more.

11% of all college graduates and 8.4% of Hispanic graduates earn 150,000 or more annually

"It's important to note that some of the markets with the greatest number of Hispanics have enormous differences in the percentage with a college education," says Jordan.

22.0% of Hispanics in New York City have a college degree

15.3% of Hispanics in Los Angeles have a college degree

33% of the Hispanics in Miami have a college degree

31.7% of those in Chicago have at least one college degree