The Upscale Latinos market

Have you met the “Upscale Latinos” market segment yet?

A recent report from Nielsen and the Association of Hispanic Advertising Agencies (AHAA) unveiled a powerful core segment of “upscale Latinos” that control 37 percent of the group’s $1.3 trillion spending power.

Nielsen is calling this group “The Most Influential Segment since the Baby Boomers.” Their characteristics:

  • 15 million strong and growing (about 29 percent of total U.S. Hispanic population)
  • Incomes of $50K-100K, typically supporting a family
    • 85% have a household with 3 or more
  • Younger than upscale non-Hispanic whites (33 years old compared to 39 years old)
    • 75% under the age of 45
  • Primarily gathered out West
    • 60% live in the Southwest and Pacific Region
    • As of 2012, there were approximately 4.8 million Latinos in Los Angeles County, the largest concentration of Latinos in a county (2012 Population Estimates)
  • They live in a world of cultural duality
    • Not trying to assimilate, enjoying the freedom to be bicultural
    • 3/4 speak both English and Spanish
    • More than 1/3 watch content in both languages
  • Trendsetters and technologically savvy
    • More likely to use smartphones and own iPads than their peers
    • 50 percent more likely to manage their financial accounts from their mobile device

Read the complete story at Hispanic Trending.

About Sandra Fernandez

Sandra Fernandez is a professional communicator, tech enthusiast, book lover, and blogger. You can find her main blog at and more of her writing at

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