Planning a promotional campaign for a product or service targeted at the Polish-based market in the USA you need to consider the audience's mentality, their customs, lifestyle and habits. Sezam Partner Corporation provides thorough and reliable information about their target audience, which results in very efficient advertising.
There are about 10 million Polish American citizens in the USA (see no 3. Target audience), as well as an estimated few million of illegal immigrants from Poland, who, in most cases, do not intend on leaving America. By directing your promotional campaign solely to the Polish-speaking consumers, you are targeting a market of an approximately 3 million legal residents, according to the 2000 Census. However, once the number of the estimated illegal residents who speak Polish on a daily basis is added, the targeted audience grows to about 6 - 7 million people.
While preparing an advertising campaign you need to distinguish the largest Polish communities in the USA covered by Polish language media, which are as follows:
New York: Approximately 990,000 legal residents; approximately 500,000 illegal residents.
Chicago: Appr. 930,000 legal residents; appr. 700,000 ilegal residents.
Detroit and the State of Michigan: Appr. 880,000 legal residents; appr. 200,000 illegal residents.
Pennsylvania: Appr. 830,000 legal residents; appr. 300,000 illegal residents.
New Jersey: Appr. 580,000 legal residents; appr. 200,000 illegal residents.
Specific data for the number of Polish-speaking residents in other states of the USA is presented in no 3.
The average annual gross income of the Polish communities in the USA is higher than that of any other ethnic groups, which means that the Polish-speaking group is one of the wealthiest among the American ethnic communities. The average annual income of a Polish-language individual exceeds 36,000 dollars. Moreover, various research shows that the Polish-speaking community is the most reliable and responsible ethnic group in the USA. The percentage of Poles not meeting their credit obligations remains the lowest among numerous ethnic groups. An average Polish immgrant in the USA is a hard-working individual, often achieving such living standard that allows them to live comfortably, though economically, with a tendency to enjoy their financial success, while leading a lifestyle busy with their work and career. Therefore, it is worth to emphasize not only the significance of competitive pricing of the product, but also the top quality of services expected by a Polish-speaking consumer.
The largest and the most profitable branch of the tourist industry among Polish residents in the USA is transatlantic air travelling. It is estimated that approximately 70% of the Polish immigrants in America visits Poland at least once every two years and stays there three weeks on average, very often in hotels, and renting cars from numerous car rental agencies whose services are known to a Polish consumer through advertising in their native language media.
Additional details of the Polish-language market specification are available by Sezam Partner Corp. at separate request.
TARGET AUDIENCE (detailed)
Number of Polish-speaking residents of American cities and states.
The following data is lower than that of last year and does not include the number of the illegal immigrants who constitute a considerable portion of the Polish-speaking consumers.
The largest Polish communities in the USA:
1. New York - 986,141
2. Illinois - 932,996
3. Michigan - 854,844
4. Pennsylvania - 821,146
5. New Jersey - 576,473
The total number of the Polish ethnic group in each state.../ Percentage of the population in the state given
Alabama 22,979 / 0.5
Alaska 13,268 / 2.1
Arizona 126,665 / 2.5
Arkansas 18,867 / 0.7
California 491,325 / 1.5
Colorado 101,190 / 2.4
Connecticut 284,272 / 8.3
DC 7,910 / 1.4
Delaware 40,636 / 5.2
Florida 429,691 / 2.7
Georgia 82,765 / 1.0
Hawaii 10,770 / 0.9
Idaho 14,715 / 1.1
Illinois 932,996 / 7.5
Indiana 183,989 / 3.0
Iowa 32,704 / 1.1
Kansas 34,695 / 1.3
Kentucky 28,251 / 0.7
Louisiana 19,200 / 0.4
Maine 24,982 / 2.0
Maryland 184,364 / 3.5
Massachusetts 323,210 / 5.1
Michigan 854,844 / 8.6
Minnesota 240,405 / 4.9
Mississippi 10,155 / 0.4
Missouri 90,448 / 1.6
Montana 17,774 / 2.0
Nebraska 62,475 / 3.7
Nevada 46,973 / 2.4
New Hampshire 51,183 / 4.1
New Jersey 576,473 / 6.9
New Mexico 20,723 / 1.1
New York 986,141 / 5.2
North Carolina 87,968 / 1.1
North Dakota 17,700 / 2.8
Ohio 433,016 / 3.8
Oklahoma 27,090 / 0.8
Oregon 54,503 / 1.6
Pennsylvania 824,146 / 6.7
Rhode Island 43,159 / 4.1
South Carolina 36,817 / 0.9
South Dakota 11,527 / 1.5
Tennessee 45,548 / 0.8
Texas 228,309 / 1.1
Utah 16,784 / 0.8
Vermont 20,484 / 3.4
Virginia 124,647 / 1.8
Washington 102,553 / 1.7
West Virginia 28,500 / 1.6
Wisconsin 497,726 / 9.3
Wyoming 9,929 / 2.0
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