The Spanish (Hispanic) Market Increase your survival rate: Target the Hispanic Market! Roughly 20% of the Tampa Bay Population is Hispanic. West Central Florida is home to a population of now over 443,000 hispanics. This includes over 138,000 Hispanic households with a purchasing power of over $4.7 billion! West Central Florida has the 3rd largest number of Hispanic firms in the U.S. West Central Florida continues to grow at a rate of more than 36% per year. West Central Florida Hispanics' younger average age is 29 with an average household income of over 52,973 per year.