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Upscale Latino Consumers in the U.S.

Packaged Facts
February 1, 2012
122 Pages - SKU: LA6488963

Abstract Table of Contents Search inside this report Related Reports

Countries covered: United States

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

Upscale Latino Consumers analyses trends and shifts revealed by Experian Simmons National Consumer Study (NCS) data for 2007 through 2011. In addition, the report is based on information collected directly from firms active in the Latino and affluent consumer markets as well as a comprehensive analysis of relevant industry and trade publications. U.S. Government data sources include the American Community Survey and Current Population Survey of the U.S. Census Bureau.

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 Décor, 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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