Upscale Latino Consumers in the U.S.

  • February 2012
  • -
  • Packaged Facts

Highlighting the opportunities generated by the 8.2 million Latino adults living in households with an income of $75,000 or more, Packaged Facts' Upscale Latino Consumers in the U.S. calls for a shift in strategic thinking about the Hispanic market.



Between 2000 and 2010 the number of Upscale Latino households more than doubled from 1.3 million to 2.9 million, and grew three times faster than the number of non-Latino Upscale Consumer households. Upscale Latino households account for only 21% of all Latino households but now generate 51% of their aggregate income.

With buying power that is expected to reach $680 billion in 2016, Upscale Latinos have an outsize impact on marketing and sales success in the Latino market. Internet marketers and retailers, among others, should place a high priority on reaching out to these shoppers, who account for two-thirds of all Latinos who annually spend $1,000 or more online.



Upscale Latino Consumers in the U.S. shows in measurable terms how rising income inequality has dramatically changed the landscape of the Latino market, just as it has transformed the American consumer economy as a whole. Key topics covered include:



  • Strategic trends shaping the Upscale Latino market

  • Current size and projected growth of the market

  • Demographic profile of Upscale Latinos

  • Use of financial services by Upscale Latinos

  • Overview of Upscale Latino shopping behavior, including impact of social media, advertising and product placement on buying decisions and in-store, online and catalog shopping patterns

  • The behavior of Upscale Latino consumers in the areas of fashion, food, home, consumer electronics and automotive

Table Of Contents

Chapter 1 Executive Summary

Background

Introduction

Overview of the Report

Scope and Methodology

Scope of the Market

Methodology

Trends and Opportunities

Upscale Latinos Account for 25% of Latino Consumers

Number of Upscale Latino Households More than Doubled in Past Decade

Upscale Latinos More Optimistic about Their Economic Future

English-Language Media Important in Upscale Latino Market

Spending Power of Upscale Latino Households Vastly Greater than That of Other Latino Households

Latinos Increasingly Important to Upscale Marketers

Upscale Latinos Dominate in Many Categories of Latino Consumer Market

Overview of the Upscale Latino Market

Upscale Latino Households Number Nearly Three Million

Upper Brackets of Upscale Latinos Wield Exceptional Economic Power in Latino Market

Buying Power of Upscale Latinos Projected to Reach $680 Billion in 2016

Los Angeles, New York and Miami Head List of Upscale Latino Markets

Demographic Profile of Upscale Latinos

Higher Education a Hallmark of Upscale Latinos

Full-Time Employment More Common

Large Households Characteristic of Upscale Latinos

67% of Upscale Latinos Own Their Own Homes

Upscale Latinos Far More Likely to Live in Largest Metro Areas

Some Upscale Latinos Continue to Espouse Traditional Values

Upscale Latinos Highly Driven to Succeed

Upscale Latinos Reflect Core Latino Beliefs about Children

Upscale Latinos Share Many of the Social Values of Upscale Non-Latinos

How Upscale Latinos Manage Their Money

Friends Turn to Upscale Latinos for Financial Advice

Upscale Latinos Highly Interested in Financial News and Information

Upscale Latinos Prime Market for Tax Preparing Services

Online Bill Paying Less Common

Credit Cards Remain Underused

Savings Accounts More Popular than Checking Accounts

Investments Still Scarce

One in Five Upscale Latinos Has $100K+ Life Insurance Policy

Upscale Latino Homeowners and Car Owners Have Less Insurance than Other Upscale Consumers

Overview of Upscale Latino Shoppers

Social Media Engage Upscale Latinos

Social Sites Have Greater Impact on Upscale Latino Consumers

Celebrities Drive Buying Decisions of Upscale Latinos

Ads Have Greater Impact on Upscale Latinos

Upscale Latinos More Likely to Respond to Product Placement

Upscale Latinos Most Likely to Be Frequent Mall Shoppers

Upmarket Retailers Attract Upscale Latinos

Online Shopping Popular among Upscale Latinos

Highlights of Upscale Latino Consumer Behavior I: Fashion, Food and Home

Youthful Looks Vital to Upscale Latinos

Keeping Up with Latest Fashions Has High Priority for Upscale Latinos

Upscale Latinos More Likely to View Themselves as Fashion Trendsetters

Upscale Latinos Place High Priority on Buying New Clothes

Organic and Natural Foods High on Grocery Lists of Upscale Latinos

Upscale Latinos Spend the Most for Groceries

Upscale Latinos Have Greatest Interest in Home Improvement

Upscale Latinos Outspend Other Latinos in Home Furnishing Stores

Highlights of Upscale Latino Consumer Behavior II: Consumer Electronics and Automotive

Upscale Latinos Embrace Technology

Gadgets Engage Upscale Latinos

Upscale Latinos Depend on Computers for Fun

Upscale Latinos as Likely as Other Upscale Consumers to Go Online Often

Online Media Favored by Upscale Latinos

Upscale Latinos Major Cell Phone Customers

Multiple Vehicles Common in Upscale Latino Households

Upscale Latinos More Likely to Choose a Dodge

Upscale Latinos More Likely to Plan Vehicle Purchase in Next Year




Chapter 2 Trends and Opportunities

Market Trends

Upscale Latinos Account for 25% of Latino Consumers

Table 2-1: Number of Upscale vs. Other Latinos, 2011

Number of Upscale Latino Households More than Doubled in Past Decade

Table 2-2: Number of Latino vs. Other Upscale Households, 2000 vs. 2010

Number of Upscale Latinos Keeps Expanding in Face of Decline in Population of Upscale Non-Latinos

Table 2-3: Population of Latino and Other Upscale Consumers, 2007-2011

Table 2-4: Population of Consumers with Household Income of $100,000 or More, 2007-2011

Rising Income Equality Changes Landscape of Latino Market

Table 2-5: Percent of Aggregate Household Income Received by Top 20% and 5% of Households, 1975 vs. 2010, Latino vs. All Households

Upscale Latino Consumers Remain More Confident

Table 2-6: Consumer Confidence Levels of Latino and Other Upscale Consumers, 2008-2011

Upscale Latinos More Optimistic about Their Economic Future

Table 2-7: Perceptions of Financial Well-Being of Latino and Other Upscale Consumers, December 2008-June 2011

Spending on Big-Ticket Items More Likely

Table 2-8: Spending Plans of Latino and Other Upscale Consumers, December 2008-June2011

English-Language Media Important in Upscale Latino Market

Table 2-9: Use of English- and Spanish-Language Media, Upscale vs. Other Latino Consumers

Upscale Latinos Drawn to Suburban Neighborhoods

Marketing Opportunities

Spending Power of Upscale Latino Households Vastly Greater than That of Other Latino Households

Figure 2-1: Average Household Income, Upscale vs. Other Latino Households

Figure 2-2: Upscale Latinos as Percent of All Latino Households and Aggregate Latino Household Income, 2010

Latinos Increasingly Important to Upscale Marketers

Marketers to Affluent Consumers Need to Respond to Unique Profile of Upscale Latinos

Latino Marketing Strategies Segment Upscale Latinos

Upscale Latinos Dominate in Many Categories of Latino Consumer Market

Upscale Latinos Prime Target for Social Media Marketing Strategies in Latino Market

Table 2-10: Opportunities for Marketing on Social Media in Upscale Latino Market

Upscale Latinos Account for 66% of Big Online Spenders in Latino Market

Table 2-11: Highlights of E-Commerce Opportunities in Upscale Latino Market

Frequent Shoppers More Likely to Be Found among Upscale Latinos

Table 2-12: Opportunities Related to Shopping Habits of Upscale Latinos

Upscale Latinos Offer Major Opportunities for Financial Services Industry

Table 2-13: Selected Financial Services Opportunities in Upscale Latino Market

Other Opportunities in Upscale Latino Market Highlighted

Table 2-14: Other Selected Opportunities in Upscale Latino Market




Chapter 3 Overview of the Upscale Latino Market

Current Size and Projected Growth of the Upscale Latino Market

Upscale Latino Households Number Nearly Three Million

Table 3-1: Number of Affluent Latino Households by Amount of Household Income, 2011

Upper Brackets of Upscale Latinos Wield Exceptional Economic Power in Latino Market

Table 3-2: Aggregate Household Income, Upscale vs. Other Latino Households

Table 3-3: Aggregate Household Income of Upscale Latino Households by Level of Household Income

Measuring the Size of the Upscale Latino Market

Exceptional Growth in Upscale Latino Households Expected to Continue

Table 3-4: Growth in Number of Upscale Latino, All Latino and All U.S. Households, 2000 vs. 2010

Table 3-5: Number of Households 2000-2010, Upscale Latino vs. All U.S. Households

Buying Power of Upscale Latinos Projected to Reach $680 Billion in 2016

Table 3-6: Projected Size and Growth of Upscale Latino Consumer Market, 2011-2016

Major Upscale Latino Markets

Los Angeles, New York and Miami Head List of Upscale Latino Markets

Table 3-7: Metropolitan Areas Ranked by Number of Upscale Latino Households, 2010

Washington, D.C. and San Francisco Bay Area Have Highest Concentration of Upscale Latino Households

Table 3-8: Metropolitan Areas Ranked by Upscale Latino Households as Percent of All Latino Households in Metropolitan Area, 2010




Chapter 4 Demographic Profile of Upscale Latinos

Demographic Highlights

Youth Predominates among Upscale Latinos

Table 4-1: Selected Demographic Characteristics, Upscale Latino vs. Other Consumers

Higher Education a Hallmark of Upscale Latinos

Table 4-2: Educational Achievement, Upscale Latino vs. Other Consumers

Full-Time Employment More Common

Table 4-3: Employment Profile, Upscale Latino vs. Other Consumers

Occupational Profile of Upscale Latinos Differs

Table 4-4: Occupational Profile, Upscale Latino vs. Other Consumers

Upscale Latinos Less Likely to Work for Large Corporations

Table 4-5: Employer Profile, Upscale Latino vs. Other Consumers

Figure 4-1: Percent Who Would Like to Set Up Their Own Business, Upscale Latino vs. Other Consumers

Large Households Characteristic of Upscale Latinos

Table 4-6: Marital and Family Status, Upscale Latino vs. Other Consumers

67% of Upscale Latinos Own Their Own Homes

Table 4-7: Homeownership Profile, Upscale Latino vs. Other Consumers

Upscale Latinos Far More Likely to Live in Largest Metro Areas

Table 4-8: Place of Residence, Upscale Latino vs. Other Consumers

Core Cultural Values

Sense of Fatalism Remains among Some Upscale Latinos

Figure 4-2: Percent Believing “There Is Little I Can Do to Change My Life,” Upscale Latino vs. Other Consumers

Some Upscale Latinos Continue to Espouse Traditional Values

Table 4-9: Core Cultural Values, Upscale Latino vs. Other Consumers

Upscale Latinos Highly Driven to Succeed

Figure 4-3: Percent Agreeing “I Want to Get to the Very Top of My Career,” Upscale Latino vs. Other Consumers

Table 4-10: Attitudes toward Work, Family and Money, Upscale Latino vs. Other Consumers

Upscale Latinos Reflect Core Latino Beliefs about Children

Table 4-11: Attitudes toward Children, Upscale Latino vs. Other Consumers

Social and Political Attitudes

Religion Remains Important to Upscale Latinos

Table 4-12: Attitudes toward Religion, Upscale Latino vs. Other Consumers

Upscale Latinos Share Many of the Social Values of Upscale Non-Latinos

Table 4-13: Social and Political Values, Upscale Latino vs. Other Consumers

Political Participation Remains Relatively Low among Upscale Latinos

Table 4-14: Political Profile, Upscale Latino vs. Other Consumers

Upscale Latinos Less Likely to Be Joiners

Figure 4-4: Percent with Memberships in Any Civic, Religious, Social or Business Organization, Upscale Latino vs. Other Consumers

Charitable Contributions Less Likely

Table 4-15: Charitable Contributions in Last 12 Months, Upscale Latino vs. Other Consumers




Chapter 5 How Upscale Latinos Manage Their Money

Attitudes toward Personal Finances

Upscale Latinos Profess to Be Less Cautious about Money

Table 5-1: Attitudes toward Spending and Saving, Upscale Latino vs. Other Consumers

Friends Turn to Upscale Latinos for Financial Advice

Table 5-2: Perceptions of Personal Financial Management Skills, Upscale Latino vs. Other Consumers

Upscale Latinos Highly Interested in Financial News and Information

Table 5-3: Knowledge of Financial Services, Upscale Latino vs. Other Consumers

Figure 5-1: Went Online in Last 30 Days for Financial Information/Stock Trading, Upscale Latino vs. Other Consumers

Upscale Latinos Less Nervous about Stock Market

Figure 5-2: Percent Who Believe Investing in the Stock Market Is Too Risky, Upscale Latino vs. Other Consumers

Use of Financial Services

Upscale Latinos Express Strong Interest in Financial Services

Table 5-4: Use of Financial Services, Upscale Latino vs. Other Consumers

Upscale Latinos Prime Market for Tax Preparing Services

Figure 5-3: Percent Preferring to Let Professionals Do Their Taxes, Upscale Latino vs. Other Consumers

Table 5-5: How Prepared Tax Return in Last 12 Months, Upscale Latino vs. Other Consumers

Online Bill Paying Less Common

Table 5-6: Method of Paying Bills, Upscale Latino vs. Other Consumers

Figure 5-4: Percent Agreeing “I Always Use Cash to Pay My Bills,” Upscale Latino vs. Other Consumers

Debit Cards Popular among Upscale Latinos

Table 5-7: Use of Debit/ATM Cards, Upscale Latino vs. Other Consumers

Credit Cards Remain Underused

Figure 5-5: Percent Having or Using Credit Cards, Upscale Latino vs. Other Consumers

Table 5-8: Use of Credit Cards, Upscale Latino vs. Other Consumers

Savings Accounts More Popular than Checking Accounts

Table 5-9: Banking and Investments, Upscale Latino vs. Other Consumers

Investments Still Scarce

Figure 5-6: Percent Owning Any Investments, Upscale Latino vs. Other Consumers

Table 5-10: Type of Investments Owned, Upscale Latino vs. Other Consumers

New Car Loans More Common among Upscale Latinos

Table 5-11: Type of Loans, Upscale Latino vs. Other Consumers

Ownership of Insurance

One in Five Upscale Latinos Has $100K+ Life Insurance Policy

Table 5-12: Ownership of Life Insurance, Upscale Latino vs. Other Consumers

Stable Employment Allows More Upscale Latinos to Have Health Insurance

Figure 5-7: Percent with Health/Hospital Insurance, Upscale Latino vs. Other Consumers

Table 5-13: Ownership of Health/Hospital Insurance, Upscale Latino vs. Other Consumers

Upscale Latino Homeowners and Car Owners Have Less Insurance

Table 5-14: Property and Vehicle Insurance, Upscale Latino vs. Other Consumers




Chapter 6 Overview of Upscale Latino Shoppers

Impact of Social Media on Upscale Latino Shoppers

Social Media Engage Upscale Latinos

Figure 6-1: Percent Using Social Media, Upscale Latino vs. Other Consumers

Frequent Social Media Users More Prevalent among Upscale Latinos

Table 6-1: Use of Social Media, Upscale Latino vs. Other Consumers

Social Sites Have Greater Impact on Upscale Latino Consumers

Figure 6-2: Percent Who Like to Follow Favorite Brand/Company on Social Sites, Upscale Latino vs. Other Consumers

Table 6-2: Impact of Social Media on Consumer Behavior, Upscale Latino vs. Other Consumers

Factors Influencing Buying Decisions of Upscale Latinos

Upscale Latinos Much More Brand Conscious than Other Latinos but Less So than Other Upscale Consumers

Table 6-3: Brand Awareness and Loyalty, Upscale Latino vs. Other Consumers

Quality Has Higher Priority for Upscale Latinos than Other Latinos

Table 6-4: Importance of Quality in Purchasing Decisions, Upscale Latino vs. Other Consumers

Celebrities Drive Buying Decisions of Upscale Latinos

Table 6-5: Impact of Celebrities on Consumer Behavior, Upscale Latino vs. Other Consumers

Kids Affect Brand Choices of Upscale Latinos

Figure 6-3: Percent Agreeing “My Kids Have a Significant Impact on the Brands I Buy,” Upscale Latino vs. Other Consumers

Ads Have Greater Impact on Upscale Latinos

Table 6-6: Attitudes toward Advertising, Upscale Latino vs. Other Consumers

Upscale Latinos Like TV Commercials

Table 6-7: Attitudes toward Television Advertising, Upscale Latino vs. Other Consumers

Upscale Latinos More Likely to Respond to Product Placement

Table 6-8: Effectiveness of Product Placement in Movies, Upscale Latino vs. Other Consumers

Table 6-9: Effectiveness of Product Placement in Television Programs, Upscale Latino vs. Other Consumers

Shopping in Stores

Specialty Stores Attract Upscale Latinos

Table 6-10: Shopping at Specialty Stores, Upscale Latino vs. Other Consumers

Upscale Latinos More Interested in Sales and Bargains

Table 6-11: Impact of Price on Shopping and Buying, Upscale Latino vs. Other Consumers

Incentive Offers Interest Upscale Latinos

Table 6-12: Percent Responding to Incentive Offers by Type of Offer, Upscale Latino vs. Other Consumers

Upscale Latinos Most Likely to Be Frequent Mall Shoppers

Table 6-13: Visits to Shopping Malls and Strip Malls in Last Four Weeks, Upscale Latino vs. Other Consumers

Macy’s and Sears Succeed with Upscale Latinos

Table 6-14: Most Popular Discount/Department Stores, Latino vs. Non-Latino Upscale Consumers

Upmarket Retailers Attract Upscale Latinos

Table 6-15: Percent of Latino and Non-Latino Upscale Consumers Shopping at Selected High-End Department Stores in Past Three Months

Internet and Catalog Shopping

Online Shopping Popular among Upscale Latinos

Figure 6-4: Percent Placing Internet Order in Past 12 Months, Upscale Latino vs. Other Consumers

Upscale Latino Consumer Segment Includes Core Group of Big Online Spenders

Table 6-16: Amount Spent on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers

Table 6-17: Items Ordered on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers

Catalog Shopping Attracts One in Three Upscale Latinos

Figure 6-5: Bought Merchandise from a Catalog in Past 12 Months, Upscale Latino vs. Other Consumers

Table 6-18: Number of Catalog Purchases in Last 12 Months, Upscale Latino vs. Other Consumers

Table 6-19: Type of Merchandise Purchased from Catalog in Last 12 Months, Upscale Latino vs. Other Consumers




Chapter 7 Highlights of Upscale Latino Consumer Behavior I: Fashion, Food and Home

Fashion

Youthful Looks Vital to Upscale Latinos

Figure 7-1: Percent Agreeing “It Is Important to Keep Young-Looking,” Upscale Latino vs. Other Consumers

Keeping Up with Latest Fashions Has High Priority for Upscale Latinos

Table 7-1: Attitudes toward Fashion, Upscale Latino vs. Other Consumers

Upscale Latinos More Likely to View Themselves as Fashion Trendsetters

Figure 7-2: Percent Agreeing “I Am First among My Friends to Try New Styles,” Upscale Latino vs. Other Consumers

Upscale Latinos Place High Priority on Buying New Clothes

Table 7-2: Attitudes toward Buying Clothes, Upscale Latino vs. Other Consumers

Designer Clothes Get Nod from Upscale Latinos

Table 7-3: Attitudes toward Designer Clothes, Upscale Latino vs. Other Consumers

Watches High on the Shopping List of Upscale Latinos

Table 7-4: Purchase of Watches in Last 12 Months, Upscale Latino vs. Other Consumers

Food at Home

Figure 7-3: Percent Agreeing “The Kitchen Is the Most Important Room in My Home,” Upscale Latino vs. Other Consumers

Dieting Less Important

Table 7-5: Attitudes toward Dieting, Upscale Latino vs. Other Consumers

Healthy Eating More Important to Upscale Latinos than to Other Latinos

Table 7-6: Attitudes toward Healthy Eating, Upscale Latino vs. Other Consumers

Gourmet Foods Get Attention of Upscale Latinos

Table 7-7: Meal Choices, Upscale Latino vs. Other Consumers

Organic and Natural Foods High on Grocery Lists of Upscale Latinos

Table 7-8: Priorities When Shopping for Food, Upscale Latino vs. Other Consumers

Upscale Latinos Spend the Most for Groceries

Figure 7-4: Percent Spending $150 or More per Week on Groceries, Upscale Latino vs. Other Consumers

Upscale Latinos More Likely to Fill Up Grocery Carts

Table 7-9: Number of Times Grocery Shopping in Last Four Weeks, Upscale Latino vs. Other Consumers

Home Improvement and Home Furnishings

Upscale Latinos Have Greatest Interest in Home Improvement

Table 7-10: Attitudes toward Home Decor, Upscale Latino vs. Other Consumers

Home Remodeling Captures Attention of Upscale Latinos

Table 7-11: Profile of Home Improvement Activities, Upscale Latino vs. Other Consumers

Table 7-12: Percent Shopping at Home Improvement Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers

Upscale Latinos Outspend Other Latinos in Home Furnishing Stores

Table 7-13: Percent Purchasing Household Furniture and Appliances in Last 12 Months, Upscale Latino vs. Other Consumers

Upscale Latinos Most Likely to Shop at Ikea

Table 7-14: Percent Shopping at Home Furnishing Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers




Chapter 8 Highlights of Upscale Latino Consumer Behavior II: Consumer Electronics and Automotive

Consumer Electronics

Upscale Latinos Embrace Technology

Table 8-1: Attitudes toward Technology, Upscale Latino vs. Other Consumers

Gadgets Engage Upscale Latinos

Table 8-2: Attitudes toward Buying and Owning Electronics, Upscale Latino vs. Other Consumers

Upscale Latinos Are Influencers and Early Adopters

Table 8-3: Influence on Electronics Purchase Decisions of Others, Upscale Latino vs. Other Consumers

Consumer Electronics High on Shopping Lists of Upscale Latinos

Table 8-4: Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers

Table 8-5: Plans for Electronics Purchases, Upscale Latino vs. Other Consumers

Upscale Latinos Depend on Computers for Fun

Figure 8-1: Percent Agreeing “My Computer Is a Primary Source of Fun,” Upscale Latino vs. Other Consumers

Upscale Latinos as Likely as Other Upscale Consumers to Go Online Often

Table 8-6: Frequency of Internet Use at Home, Upscale Latino vs. Other Consumers

Online Media Favored by Upscale Latinos

Table 8-7: Online Activities in Last 30 Days, Upscale Latino vs. Other Consumers

Upscale Latinos Major Cell Phone Customers

Table 8-8: Cell Phone Ownership, Upscale Latino vs. Other Consumers

Automotive

Multiple Vehicles Common in Upscale Latino Households

Table 8-9: Number of Vehicles in Household, Upscale Latino vs. Other Consumers

Upscale Latinos More Likely to Choose a Dodge

Table 8-10: Percent of Upscale Consumers Owning Selected Auto Brands, Latino vs. Non- Latino

Upscale Latinos More Likely to Plan Vehicle Purchase in Next Year

Table 8-11: Next Vehicle Purchase, Upscale Latino vs. Other Consumers




Appendix: Addresses of Selected U.S. Latino Market Resources

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