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Upscale Latino Consumers in the U.S.


Attention: There is an updated edition available for this report.

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.


  • 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
  • Trends and Opportunities
    • Market Trends
      • Upscale Latinos Account for 25% of Latino Consumers
        • Table Number of Upscale vs. Other Latinos, 2011 (in thousands)
      • Number of Upscale Latino Households More than Doubled in Past Decade
        • Table Number of Latino vs. Other Upscale Households, 2000 vs. 2010 (in thousands)
      • Number of Upscale Latinos Keeps Expanding in Face of Decline in Population of Upscale Non-Latinos
        • Table Population of Latino and Other Upscale Consumers, 2007-2011 (in thousands)
        • Table Population of Consumers with Household Income of $100,000 or More, 2007-2011 (in thousands)
      • Rising Income Equality Changes Landscape of Latino Market
        • Table Percent of Aggregate Household Income Received by Top 20% and 5% of Households, Selected Years 1975 vs. 2010, Latino vs. All Households
      • Upscale Latino Consumers Remain More Confident
        • Table Consumer Confidence Levels of Latino and Other Upscale Consumers, 2008-2011
      • Upscale Latinos More Optimistic about Their Economic Future
        • Table Perceptions of Financial Well-Being of Latino and Other Upscale Consumers, December 2008-June 2011
      • Spending on Big-Ticket Items More Likely
        • Table Spending Plans of Latino and Other Upscale Consumers, December 2008-June 2011
      • English-Language Media Important in Upscale Latino Market
        • Table 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
      • 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 Opportunities for Marketing on Social Media in Upscale Latino Market
      • Upscale Latinos Account for 66% of Big Online Spenders in Latino Market
        • Table Highlights of E-Commerce Opportunities in Upscale Latino Market
      • Frequent Shoppers More Likely to Be Found among Upscale Latinos
        • Table Opportunities Related to Shopping Habits of Upscale Latinos
      • Upscale Latinos Offer Major Opportunities for Financial Services Industry
        • Table Selected Financial Services Opportunities in Upscale Latino Market
      • Other Opportunities in Upscale Latino Market Highlighted
        • Table Other Selected Opportunities in Upscale Latino Market
  • Overview of the Upscale Latino Market
    • Current Size and Projected Growth of the Upscale Latino Market
      • Upscale Latino Households Number Nearly Three Million
        • Table Number of Affluent Latino Households by Amount of Household Income, 2011 (in thousands)
      • Upper Brackets of Upscale Latinos Wield Exceptional Economic Power in Latino Market
        • Table Aggregate Household Income, Upscale vs. Other Latino Households
        • Table 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 Growth in Number of Upscale Latino, All Latino and All U.S. Households, 2000 vs. 2010 (in thousands)
        • Table Number of Households 2000-2010, Upscale Latino vs. All U.S. Households (in thousands)
      • Buying Power of Upscale Latinos Projected to Reach $680 Billion in 2016
        • Table 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 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 Metropolitan Areas Ranked by Upscale Latino Households as Percent of All Latino Households in Metropolitan Area, 2010
  • Demographic Profile of Upscale Latinos
    • Demographic Highlights
      • Youth Predominates among Upscale Latinos
        • Table Selected Demographic Characteristics, Upscale Latino vs. Other Consumers
      • Higher Education a Hallmark of Upscale Latinos
        • Table Educational Achievement, Upscale Latino vs. Other Consumers
      • Full-Time Employment More Common
        • Table Employment Profile, Upscale Latino vs. Other Consumers
      • Occupational Profile of Upscale Latinos Differs
        • Table Occupational Profile, Upscale Latino vs. Other Consumers
      • Upscale Latinos Less Likely to Work for Large Corporations
        • Table Employer Profile, Upscale Latino vs. Other Consumers
      • Large Households Characteristic of Upscale Latinos
        • Table Marital and Family Status, Upscale Latino vs. Other Consumers
      • 67% of Upscale Latinos Own Their Own Homes
        • Table Homeownership Profile, Upscale Latino vs. Other Consumers
      • Upscale Latinos Far More Likely to Live in Largest Metro Areas
        • Table Place of Residence, Upscale Latino vs. Other Consumers
    • Core Cultural Values
      • Sense of Fatalism Remains among Some Upscale Latinos
      • Some Upscale Latinos Continue to Espouse Traditional Values
        • Table Core Cultural Values, Upscale Latino vs. Other Consumers
      • Upscale Latinos Highly Driven to Succeed
        • Table Attitudes toward Work, Family and Money, Upscale Latino vs. Other Consumers
      • Upscale Latinos Reflect Core Latino Beliefs about Children
        • Table Attitudes toward Children, Upscale Latino vs. Other Consumers
    • Social and Political Attitudes
      • Religion Remains Important to Upscale Latinos
        • Table Attitudes toward Religion, Upscale Latino vs. Other Consumers
      • Upscale Latinos Share Many of the Social Values of Upscale Non-Latinos
        • Table Social and Political Values, Upscale Latino vs. Other Consumers
      • Political Participation Remains Relatively Low among Upscale Latinos
        • Table Political Profile, Upscale Latino vs. Other Consumers
      • Upscale Latinos Less Likely to Be Joiners
      • Charitable Contributions Less Likely
        • Table Charitable Contributions in Last 12 Months, Upscale Latino vs. Other Consumers
  • How Upscale Latinos Manage Their Money
    • Attitudes toward Personal Finances
      • Upscale Latinos Profess to Be Less Cautious about Money
        • Table Attitudes toward Spending and Saving, Upscale Latino vs. Other Consumers
      • Friends Turn to Upscale Latinos for Financial Advice
        • Table Perceptions of Personal Financial Management Skills, Upscale Latino vs. Other Consumers
      • Upscale Latinos Highly Interested in Financial News and Information
        • Table Knowledge of Financial Services, Upscale Latino vs. Other Consumers
      • Upscale Latinos Less Nervous about Stock Market
    • Use of Financial Services
      • Upscale Latinos Express Strong Interest in Financial Services
        • Table Use of Financial Services, Upscale Latino vs. Other Consumers
      • Upscale Latinos Prime Market for Tax Preparing Services
        • Table How Prepared Tax Return in Last 12 Months, Upscale Latino vs. Other Consumers
      • Online Bill Paying Less Common
        • Table Method of Paying Bills, Upscale Latino vs. Other Consumers
      • Debit Cards Popular among Upscale Latinos
        • Table Use of Debit/ATM Cards, Upscale Latino vs. Other Consumers
      • Credit Cards Remain Underused
        • Table Use of Credit Cards, Upscale Latino vs. Other Consumers
      • Savings Accounts More Popular than Checking Accounts
        • Table Banking and Investments, Upscale Latino vs. Other Consumers
      • Investments Still Scarce
        • Table Type of Investments Owned, Upscale Latino vs. Other Consumers
      • New Car Loans More Common among Upscale Latinos
        • Table Type of Loans, Upscale Latino vs. Other Consumers
    • Ownership of Insurance
      • One in Five Upscale Latinos Has $100K+ Life Insurance Policy
        • Table Ownership of Life Insurance, Upscale Latino vs. Other Consumers
      • Stable Employment Allows More Upscale Latinos to Have Health Insurance
        • Table Ownership of Health/Hospital Insurance, Upscale Latino vs. Other Consumers
      • Upscale Latino Homeowners and Car Owners Have Less Insurance
        • Table Property and Vehicle Insurance, Upscale Latino vs. Other Consumers
  • Overview of Upscale Latino Shoppers
    • Impact of Social Media on Upscale Latino Shoppers
      • Social Media Engage Upscale Latinos
      • Frequent Social Media Users More Prevalent among Upscale Latinos
        • Table Use of Social Media, Upscale Latino vs. Other Consumers
      • Social Sites Have Greater Impact on Upscale Latino Consumers
        • Table 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 Brand Awareness and Loyalty, Upscale Latino vs. Other Consumers
      • Quality Has Higher Priority for Upscale Latinos than Other Latinos
        • Table Importance of Quality in Purchasing Decisions, Upscale Latino vs. Other Consumers
      • Celebrities Drive Buying Decisions of Upscale Latinos
        • Table Impact of Celebrities on Consumer Behavior, Upscale Latino vs. Other Consumers
      • Kids Affect Brand Choices of Upscale Latinos
      • Ads Have Greater Impact on Upscale Latinos
        • Table Attitudes toward Advertising, Upscale Latino vs. Other Consumers
      • Upscale Latinos Like TV Commercials
        • Table Attitudes toward Television Advertising, Upscale Latino vs. Other Consumers
      • Upscale Latinos More Likely to Respond to Product Placement
        • Table Effectiveness of Product Placement in Movies, Upscale Latino vs. Other Consumers
        • Table Effectiveness of Product Placement in Television Programs, Upscale Latino vs. Other Consumers
    • Shopping in Stores
      • Specialty Stores Attract Upscale Latinos
        • Table Shopping at Specialty Stores, Upscale Latino vs. Other Consumers
      • Upscale Latinos More Interested in Sales and Bargains
        • Table Impact of Price on Shopping and Buying, Upscale Latino vs. Other Consumers
      • Incentive Offers Interest Upscale Latinos
        • Table Percent Responding to Incentive Offers by Type of Offer, Upscale Latino vs. Other Consumers
      • Upscale Latinos Most Likely to Be Frequent Mall Shoppers
        • Table 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 Most Popular Discount/Department Stores, Latino vs. Non-Latino Upscale Consumers
      • Upmarket Retailers Attract Upscale Latinos
        • Table 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
      • Upscale Latino Consumer Segment Includes Core Group of Big Online Spenders
        • Table Amount Spent on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers
        • Table Items Ordered on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers
      • Catalog Shopping Attracts One in Three Upscale Latinos
        • Table Number of Catalog Purchases in Last 12 Months, Upscale Latino vs. Other Consumers
        • Table Type of Merchandise Purchased from Catalog in Last 12 Months, Upscale Latino vs. Other Consumers
  • Highlights of Upscale Latino Consumer Behavior I: Fashion, Food and Home
    • Fashion
      • Youthful Looks Vital to Upscale Latinos
      • Keeping Up with Latest Fashions Has High Priority for Upscale Latinos
        • Table Attitudes toward Fashion, Upscale Latino vs. Other Consumers
      • Upscale Latinos More Likely to View Themselves as Fashion Trendsetters
      • Upscale Latinos Place High Priority on Buying New Clothes
        • Table Attitudes toward Buying Clothes, Upscale Latino vs. Other Consumers
      • Designer Clothes Get Nod from Upscale Latinos
        • Table Attitudes toward Designer Clothes, Upscale Latino vs. Other Consumers
      • Watches High on the Shopping List of Upscale Latinos
        • Table Purchase of Watches in Last 12 Months, Upscale Latino vs. Other Consumers
    • Food at Home
      • Dieting Less Important
        • Table Attitudes toward Dieting, Upscale Latino vs. Other Consumers
      • Healthy Eating More Important to Upscale Latinos than to Other Latinos
        • Table Attitudes toward Healthy Eating, Upscale Latino vs. Other Consumers
      • Gourmet Foods Get Attention of Upscale Latinos
        • Table Meal Choices, Upscale Latino vs. Other Consumers
      • Organic and Natural Foods High on Grocery Lists of Upscale Latinos
        • Table Priorities When Shopping for Food, Upscale Latino vs. Other Consumers
      • Upscale Latinos Spend the Most for Groceries
      • Upscale Latinos More Likely to Fill Up Grocery Carts
        • Table 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 Attitudes toward Home Décor, Upscale Latino vs. Other Consumers
      • Home Remodeling Captures Attention of Upscale Latinos
        • Table Profile of Home Improvement Activities, Upscale Latino vs. Other Consumers
        • Table 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 Percent Purchasing Household Furniture and Appliances in Last 12 Months, Upscale Latino vs. Other Consumers
      • Upscale Latinos Most Likely to Shop at Ikea
        • Table Percent Shopping at Home Furnishing Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers
  • Highlights of Upscale Latino Consumer Behavior II: Consumer Electronics and Automotive
    • Consumer Electronics
      • Upscale Latinos Embrace Technology
        • Table Attitudes toward Technology, Upscale Latino vs. Other Consumers
      • Gadgets Engage Upscale Latinos
        • Table Attitudes toward Buying and Owning Electronics, Upscale Latino vs. Other Consumers
      • Upscale Latinos Are Influencers and Early Adopters
        • Table Influence on Electronics Purchase Decisions of Others, Upscale Latino vs. Other Consumers
      • Consumer Electronics High on Shopping Lists of Upscale Latinos
        • Table Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers
        • Table Plans for Electronics Purchases, Upscale Latino vs. Other Consumers
      • Upscale Latinos Depend on Computers for Fun
      • Upscale Latinos as Likely as Other Upscale Consumers to Go Online Often
        • Table Frequency of Internet Use at Home, Upscale Latino vs. Other Consumers
      • Online Media Favored by Upscale Latinos
        • Table Online Activities in Last 30 Days, Upscale Latino vs. Other Consumers
      • Upscale Latinos Major Cell Phone Customers
        • Table Cell Phone Ownership, Upscale Latino vs. Other Consumers
    • Automotive
      • Multiple Vehicles Common in Upscale Latino Households
        • Table Number of Vehicles in Household, Upscale Latino vs. Other Consumers
      • Upscale Latinos More Likely to Choose a Dodge
        • Table Percent of Upscale Consumers Owning Selected Auto Brands, Latino vs. Non-Latino
      • Upscale Latinos More Likely to Plan Vehicle Purchase in Next Year
        • Table Next Vehicle Purchase, Upscale Latino vs. Other Consumers
  • Addresses of Selected U.S. Latino Market Resources

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