Upscale Latino Consumers in the U.S.

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Published Feb 1, 2012 | 122 Pages | Pub ID: LA6488963

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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.


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        •   Number of Upscale vs. Other Latinos, 2011 (in thousands)

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        •   Number of Latino vs. Other Upscale Households, 2000 vs. 2010 (in thousands)

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        •   Population of Latino and Other Upscale Consumers, 2007-2011 (in thousands)
        •   Population of Consumers with Household Income of $100,000 or More, 2007-2011 (in thousands)

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        •   Percent of Aggregate Household Income Received by Top 20% and 5% of Households, Selected Years 1975 vs. 2010, Latino vs. All Households

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        •   Consumer Confidence Levels of Latino and Other Upscale Consumers, 2008-2011

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        •   Perceptions of Financial Well-Being of Latino and Other Upscale Consumers, December 2008-June 2011

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        •   Spending Plans of Latino and Other Upscale Consumers, December 2008-June 2011

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        •   Use of English- and Spanish-Language Media, Upscale vs. Other Latino Consumers
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        •   Opportunities for Marketing on Social Media in Upscale Latino Market

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        •   Highlights of E-Commerce Opportunities in Upscale Latino Market

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        •   Opportunities Related to Shopping Habits of Upscale Latinos

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        •   Selected Financial Services Opportunities in Upscale Latino Market

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        •   Other Selected Opportunities in Upscale Latino Market

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        •   Number of Affluent Latino Households by Amount of Household Income, 2011 (in thousands)

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        •   Aggregate Household Income, Upscale vs. Other Latino Households
        •   Aggregate Household Income of Upscale Latino Households by Level of Household Income
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        •   Growth in Number of Upscale Latino, All Latino and All U.S. Households, 2000 vs. 2010 (in thousands)
        •   Number of Households 2000-2010, Upscale Latino vs. All U.S. Households (in thousands)

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        •   Projected Size and Growth of Upscale Latino Consumer Market, 2011-2016

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        •   Metropolitan Areas Ranked by Number of Upscale Latino Households, 2010

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        •   Metropolitan Areas Ranked by Upscale Latino Households as Percent of All Latino Households in Metropolitan Area, 2010

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        •   Selected Demographic Characteristics, Upscale Latino vs. Other Consumers

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        •   Educational Achievement, Upscale Latino vs. Other Consumers

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        •   Employment Profile, Upscale Latino vs. Other Consumers

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        •   Occupational Profile, Upscale Latino vs. Other Consumers

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        •   Employer Profile, Upscale Latino vs. Other Consumers

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        •   Marital and Family Status, Upscale Latino vs. Other Consumers

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        •   Homeownership Profile, Upscale Latino vs. Other Consumers

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        •   Place of Residence, Upscale Latino vs. Other Consumers

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        •   Core Cultural Values, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Work, Family and Money, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Children, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Religion, Upscale Latino vs. Other Consumers

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        •   Social and Political Values, Upscale Latino vs. Other Consumers

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        •   Political Profile, Upscale Latino vs. Other Consumers
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        •   Charitable Contributions in Last 12 Months, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Spending and Saving, Upscale Latino vs. Other Consumers

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        •   Perceptions of Personal Financial Management Skills, Upscale Latino vs. Other Consumers

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        •   Knowledge of Financial Services, Upscale Latino vs. Other Consumers
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        •   Use of Financial Services, Upscale Latino vs. Other Consumers

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        •   How Prepared Tax Return in Last 12 Months, Upscale Latino vs. Other Consumers

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        •   Method of Paying Bills, Upscale Latino vs. Other Consumers

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        •   Use of Debit/ATM Cards, Upscale Latino vs. Other Consumers

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        •   Use of Credit Cards, Upscale Latino vs. Other Consumers

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        •   Banking and Investments, Upscale Latino vs. Other Consumers

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        •   Type of Investments Owned, Upscale Latino vs. Other Consumers

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        •   Type of Loans, Upscale Latino vs. Other Consumers

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        •   Ownership of Life Insurance, Upscale Latino vs. Other Consumers

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        •   Ownership of Health/Hospital Insurance, Upscale Latino vs. Other Consumers

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        •   Property and Vehicle Insurance, Upscale Latino vs. Other Consumers

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        •   Use of Social Media, Upscale Latino vs. Other Consumers

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        •   Impact of Social Media on Consumer Behavior, Upscale Latino vs. Other Consumers

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        •   Brand Awareness and Loyalty, Upscale Latino vs. Other Consumers

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        •   Importance of Quality in Purchasing Decisions, Upscale Latino vs. Other Consumers

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        •   Impact of Celebrities on Consumer Behavior, Upscale Latino vs. Other Consumers
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        •   Attitudes toward Advertising, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Television Advertising, Upscale Latino vs. Other Consumers

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        •   Effectiveness of Product Placement in Movies, Upscale Latino vs. Other Consumers
        •   Effectiveness of Product Placement in Television Programs, Upscale Latino vs. Other Consumers

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        •   Shopping at Specialty Stores, Upscale Latino vs. Other Consumers

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        •   Impact of Price on Shopping and Buying, Upscale Latino vs. Other Consumers

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        •   Percent Responding to Incentive Offers by Type of Offer, Upscale Latino vs. Other Consumers

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        •   Visits to Shopping Malls and Strip Malls in Last Four Weeks, Upscale Latino vs. Other Consumers

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        •   Most Popular Discount/Department Stores, Latino vs. Non-Latino Upscale Consumers

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        •   Percent of Latino and Non-Latino Upscale Consumers Shopping at Selected High-End Department Stores in Past Three Months

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        •   Amount Spent on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers
        •   Items Ordered on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers

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        •   Number of Catalog Purchases in Last 12 Months, Upscale Latino vs. Other Consumers
        •   Type of Merchandise Purchased from Catalog in Last 12 Months, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Fashion, Upscale Latino vs. Other Consumers
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        •   Attitudes toward Buying Clothes, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Designer Clothes, Upscale Latino vs. Other Consumers

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        •   Purchase of Watches in Last 12 Months, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Dieting, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Healthy Eating, Upscale Latino vs. Other Consumers

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        •   Meal Choices, Upscale Latino vs. Other Consumers

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        •   Priorities When Shopping for Food, Upscale Latino vs. Other Consumers
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        •   Number of Times Grocery Shopping in Last Four Weeks, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Home Décor, Upscale Latino vs. Other Consumers

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        •   Profile of Home Improvement Activities, Upscale Latino vs. Other Consumers
        •   Percent Shopping at Home Improvement Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers

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        •   Percent Purchasing Household Furniture and Appliances in Last 12 Months, Upscale Latino vs. Other Consumers

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        •   Percent Shopping at Home Furnishing Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Technology, Upscale Latino vs. Other Consumers

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        •   Attitudes toward Buying and Owning Electronics, Upscale Latino vs. Other Consumers

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        •   Influence on Electronics Purchase Decisions of Others, Upscale Latino vs. Other Consumers

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        •   Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers
        •   Plans for Electronics Purchases, Upscale Latino vs. Other Consumers
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        •   Frequency of Internet Use at Home, Upscale Latino vs. Other Consumers

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        •   Online Activities in Last 30 Days, Upscale Latino vs. Other Consumers

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        •   Cell Phone Ownership, Upscale Latino vs. Other Consumers

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        •   Number of Vehicles in Household, Upscale Latino vs. Other Consumers

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        •   Percent of Upscale Consumers Owning Selected Auto Brands, Latino vs. Non-Latino

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        •   Next Vehicle Purchase, Upscale Latino vs. Other Consumers
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