As part of its Thought Leadership strategy to provide in-depth understanding of the diversity of the Hispanic market, AHAA: The Voice of Hispanic Marketing explores the Upscale Latino segment as part of its research series released during the AHAA 2013 Conference. The study revealed that this viable and sophisticated market boasts 40 percent of Hispanic Spending Power, lives in a world of cultural duality, and provides lifetime value and upside opportunities for many high-end and luxury brands. The most influential segment since the baby boomers, Upscale Hispanics will drive shifts in category consideration, purchasing behavior and brand relationship.
In alliance with Nielsen, AHAA conducted a comprehensive study on Hispanic households earning $50-100K annual income dissecting demographics, lifestyle, financial and investment behavior, purchasing habits, media consumption and technological adoption. At the direction of AHAA, this preliminary meta-study mined Nielsen's responder data, including P$ycle, Homescan, and Nielsen People Meter .
Young, urban and connected
In 2012, Upscale Latinos accounted for 29 percent, or 15 million, of the U.S. Hispanic population – that figure is expected to double by 2050. Younger than Upscale Non-Hispanic Whites (33 years old compared to 39 years old), they are living active lifestyles, often with young families – in fact, 85 percent of Upscale Hispanics having a household size of three or more, compared to 65 percent of Upscale Non-Hispanics. READ MORE
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