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L ATINA
POWER
SHIFT
DIVERSE INTELLIGENCE SERIES
2 LATINA POWER SHIFT
EXECUTIVE SUMMARY
U.S. Hispanic women, also known as Latinas, have recently and rapidly surfaced
as prominent contributors to the educational, economic, and cultural wellbeing of
not only their own ethnicity, but of American society and the consumer marketplace.
This rise of Latinas is driven both by strong demographics and a healthy inclination
to embrace and retain their Hispanic culture even as they make significant strides
toward success in mainstream America.
•	 The rise of Latinas. Latinas are outpacing Latino males in their educational
pursuits and career development, are overwhelmingly the decision-makers in
household spending, have surpassed the proportion of non-Hispanic white
families with children, and through their youth and increased incomes have
become an attractive consumer segment who is being actively courted by
marketers.
•	 Latinas are leading the shift to the ambicultural®
middle.1
Latinas’ embrace of
culture and language is salient, in that over the past decade, bilingual language
proficiency has significantly increased while the proportion of Spanish dominance
has held steady.
•	 Latinas are expanding their purchasing power. Latinas are rapidly catching up with
or exceeding Hispanic males and non-Hispanic females in big ticket purchasing
(homes and autos) and in the use of financial services. Eighty-six percent of
Latinas say they are the primary decision makers in their households making
them pivotal to the Hispanic market’s $1.2 trillion in annual buying power.2,3
•	 Family needs are reflected in the Latina shopping basket. In many categories,
the consumer behavior of Latinas distinctively varies from that of other American
females. Some of the high levels of purchasing by Latinas are associated with
the needs of their larger families or cultural nuances– many food categories, oral
hygiene products, bottled water, detergent, and paper products, for example.
•	 Latinas cultivate connectivity. Focused on strong shifts toward an increasingly
balanced bicultural milieu, Latinas are adopting and adapting all types of
technology at a higher pace than U.S. females. In significant areas, Latinas are
outpacing society in using technology for culturally-centered social networking.
Personal technology has found an ideal fit with Latinas’ propensity to be
connected, to communicate, and to investigate ways for improving their and
their families’ wellbeing. For many Latinas, personal technology and social
networking are enabling the maintenance and recovery of ethnic culture,
language and traditions. This takes place domestically as Latinas build affinity
groups around their ethnicity and their common trajectories within American
society, as well as internationally as they create robust connections with
relatives and friends in their countries of origin.
1
Ambicultural is a registered service mark of EthniFacts, LLC and is used with their permission.
2
Nielsen, April 2013.
3
UGA Selig Center Multicultural Economy Study 2012.
3Copyright © 2013 The Nielsen Company
CONTENTS
SECTION ONE: LATINAS ARE KEY DRIVERS
OF HISPANIC ECONOMIC POWER IN THE U.S..........4
America’s moms are more Latina..............................................................5
Predominant decision makers...................................................................6
Achieving a higher standard of living........................................................7
Appeal of the ambicultural®
middle..........................................................8
SECTION TWO: LATINA CONSUMPTION IN MODERN
U.S. HOUSEHOLDS..........................................................10
Shifting tide in financial product use.......................................................10
Inside the shopping cart .................... .....................................................12
SECTION THREE: THE CONNECTED LATINA.............14
How she consumes media ..................................................... .................14
TV minutes grow in both languages.........................................................15
Leaders in mobile and Internet technology..............................................16
Digital information steers decision-making.............................................18
Information Latinas want and need..................... ....................................18
Latina social and cultural ecology........................................................... 20
CONCLUSION................................................................... 21
4 LATINA POWER SHIFT
The Hispanic Market Imperative (Nielsen Q2 2012) and other recent
reports have documented the prominent role of Latinos in all aspects of
American life and as the primary driver of U.S. growth essential to future
business success. As companies unlock the potential value of Latino
consumers, it is becoming evident that the key to reaching their hearts,
minds, and pocketbooks is increasingly through Latinas.
Hispanic women are a key growth engine of the U.S. female population
and are expected to become 30 percent of the total female population
by 2060, while the non-Hispanic white female population is expected
to drop to 43 percent. By 2060, there will be no single dominant ethnic
group, instead the female (and total) population will be comprised of a
diverse ethnic plurality where Latinas play a sizeable role.
SECTION ONE:
LATINAS ARE
KEY DRIVERS
OF HISPANIC
ECONOMIC
POWER IN
THE U.S.
PROJECTED DISTRIBUTION
OF U.S. FEMALE
POPULATION
BY RACE & HISPANIC
ORIGIN 2015 TO 2060
Source: U.S. Census. Projections of the Population
by Sex, Race and Hispanic origin for the U.S.
2015 to 2060, December 2012.
HISPANIC
NON-HISPANIC ETHNIC
NON-HISPANIC WHITE
62%
21%
17%
53%
24%
23%
43%
27%
30%
2015
2035
2060
5Copyright © 2013 The Nielsen Company
Source: Nielsen Pop-Facts Demographics, 2013 Update
4
2011 American Community Survey, 2011, US Census Bureau
5
Current Population Survey, 2010, US Census
AMERICA’S MOMS ARE MORE LATINA
Almost a quarter (23 percent) of all U.S. births in 2011 were to a Latina
mom, greater than the Latina’s share (17 percent) of all women of
childbearing age.4
Latinas in nearly two thirds (63 percent) of Hispanic
families have children under age 18 compared to 40 percent for non-
Hispanic white females.5
This high incidence of Latina motherhood
is in part due to the fact that the under 45 Latina population is 16
percentage points higher than that of total females, as shown in the
graph below. Young Latina moms are in acquisition mode for an array
of household and family products as they establish families and make
decisions for their new households. Latinas bring with them their
cultural tastes, experiences and expectations, at times different from
their older Latina moms and non-Latina peers. This unique cultural
background and series of “firsts” in terms of education, income and
confidence have them crossing into new territory for marketers.
2013 U.S. FEMALE POPULATION DISTRIBUTION BY AGE
LATINASTOTAL FEMALES
12%
10% 10%
13% 13%
14%
21%
7%
19%
14%
11%
16%
14%
11% 11%
3%
0-9 10-17 18-24 25-34 35-44 45-54 55-74 75+
TODAY, HISPANICS
REPRESENT A MAJORITY
OF CHILDREN UNDER
AGE 18 IN CALIFORNIA AT
52% AND NEW MEXICO AT
59%, AND ARE NEARING
A MAJORITY IN TEXAS AT
49%. IN THESE AND MANY
MORE MARKETS, LATINAS
ARE BECOMING CENTRAL
PLAYERS IN THE MODERN
AMERICAN FAMILY.
6 LATINA POWER SHIFT
PREDOMINANT DECISION MAKERS
In the last decade, Latinas have moved ahead of their male counterparts as
the main engine of Hispanic social and economic advancement and are at
the fulcrum of Latino empowerment across all economic sectors. Based on
a recent Nielsen study in the U.S., Latinas say they are the primary or joint
decision maker in every category from purchasing groceries, insurance,
financial services, electronics, to family care. The traditional view of the
Hispanic family has often centered on Latino males, but in today’s America,
Latinas are not just increasingly the primary wage earner and influencer in
the modern Hispanic household, they are also making their interests and
concerns felt in the workplace, politics, healthcare and education. They are
a growing force at school, the office, the supermarket, the shopping mall
and the Internet. Their desire to succeed is second only to their passion to
connect with friends, family and others in their community.
With Hispanics outpacing non-Hispanic whites in the proportion of families
with children under 18, Latinas will become a more dominant driver in
the consumption of everything from media, banking, and real estate to
family care, household products and cosmetics. Latinas’ increasing level
of education, income, and social connectivity demands that companies
understand and appeal to their primary drivers of engagement and
consumption behavior.
LATINA PERCEIVED DECISION-MAKING BY GENDER
Source: Nielsen Women of Tomorrow Report, 2011.
6
Nielsen, April 2013.
7
UGA Selig Center Multicultural Economy Study 2012.
EIGHTY-SIX PERCENT
OF LATINAS SAY A
WOMAN IS THE PRIMARY
SHOPPER IN THEIR
HOUSEHOLDS SO IT IS
WOMEN WHO CONTROL
THE LION’S SHARE OF
THE $1.2 TRILLION IN
ANNUAL HISPANIC
BUYING POWER.6,7
86%
PRIMARILY
LATINAS
BOTH LATINO
GENDERS
PRIMARILY
LATINO MALES
67% 33% 1%
55% 41% 4%
66% 34% 0%
33% 50% 17%
38% 50% 12%
30% 48% 22%
59% 38% 2%
41% 50% 9%
38% 50% 11%
45% 52% 3%
FOOD
BEVERAGES
CLOTHES
HOME ELECTRONICS
PERSONAL ELECTRONICS
AUTO/ TRANSPORT
PHARMACEUTICALS
FAMILY FINANCES
INSURANCE
SOCIAL ACTIVITIES
7Copyright © 2013 The Nielsen Company
ACHIEVING A HIGHER STANDARD OF
LIVING
Many Latinas are embracing opportunities to advance, demonstrated
by positive gains in higher education and higher earnings, which
are shifting Latinas towards the middle class and beyond. For the
first time, Latinas have exceeded non-Hispanic females in college
enrollment. A record seven in ten (73 percent) Hispanic high school
female graduates are enrolling in college, 11 percentage points ahead
of Hispanic males (61 percent) and one percentage point higher
than non-Hispanic females (72 percent).8
While four-year college
graduation rates fall well below the total population, Latinas are
also demonstrating forward momentum through increases in “some
college” experience (up 4 percentage points to 45 percent from 2008
to 2013) and up three percentage points in four-year college graduation
rates (reaching 16 percent in 2013).9
Latinas in households making $75,000 or more increased by 5
percentage points over the past ten years showing notable gains,
despite the recession and slow recovery. At the same time, Latina
households are rising out of the lowest income category and holding
their position in other income groups indicating strong resilience
among blue and pink collar segments.
U.S. LATINAS
ARE EMBRACING
ENTREPRENEURSHIP WITH
THE NUMBER OF LATINA
FIRMS RISING 46% FROM
2002 TO 2007, FASTER THAN
LATINO (33%) AND FASTER
THAN TOTAL FEMALE (20%)
BUSINESSES.10
U.S. LATINAS ARE TAKING
CENTER STAGE IN
NATIONAL AND LOCAL
POLITICS COMPRISING 34%
OF ALL LATINO ELECTED
OFFICIALS IN 2013, A RISE
OF 126% SINCE 1996.11
HOUSEHOLD INCOME OVER PAST TEN YEARS FOR LATINAS 18+
8
Pew Hispanic Research Center and female enrollment estimates based on ages 16 to 24 years of age, CPS U.S.
Census Bureau Oct 2011, school enrollment supplement by Bureau of Labor Statistics.
9
Nielsen, Feb 2013.
10
U.S.
Department of Commerce, Minority Business Development Agency, 2002-2007.
11
NALEO Educational Fund National Directory of Latino Elected Officials, 1996 and 2013. 
Data reflects verified Latinas serving in elected office in January of that year.
Source: Nielsen, Feb 2013.
<$25K $50K-$75K
$25K-$50K $75K+
2003
2013
33%
27%
32%
32%
19%
20%
16%
21%
8 LATINA POWER SHIFT
APPEAL OF THE AMBICULTURAL®
MIDDLE
Because of her unique place in the multigenerational Hispanic family,
and her willingness to seek relationships outside of it, the modern Latina
is innately ambicultural®
--able to pivot from English to Spanish, Latina
to American, and back again without thinking about it.12
Ambicultural®
connotes a willingness and ability to function competently in two
cultures which is a very attractive cultural destination for Latinas.
Hispanic women who feel equally Latina and American overwhelmingly
want to stay that way (87 percent). Fifty percent of those who culturally
feel more Latino than American and 71 percent of those who culturally
feel more American than Latino, want to shift to the ambicultural®
middle. The gravitational pull is to be culturally both American and
Latino, without denying either end, and to fully embrace their duality.
Source: EthniFacts Latino+ Identity Project, 2013.
12
Ambicultural is a registered service mark of EthniFacts, LLC and is used with their permission.
SHIFT FROM CURRENT TO DESIRED IDENTITY
ASPIRE TO THE AMBICULTURAL®
MIDDLE
Of Latinas who call
themselves culturally
“More American”
Of Latinas who call
themselves equally
Latino and American
...WANT TO BE EQUALLY LATINO
AND AMERICAN IN THE FUTURE
Of Latinas who call
themselves culturally
“More Latino”
71% 87% 50%
AMBICULTURAL®
: THE
ABILITY AND WILLINGNESS
TO FUNCTION COMPETENTLY
IN TWO CULTURES.
FOR U.S. LATINOS, THIS
IS NOT A TRANSITION
BETWEEN TWO CULTURES,
IT IS AN ASPIRATIONAL AND
BEHAVIORAL DESTINATION
THAT INCLUDES A SHIFT
FROM BOTH THE LESS AND
MORE ACCULTURATED
SIDES OF THE TRADITIONAL
CULTURE MODEL.
9Copyright © 2013 The Nielsen Company
Language is a fundamental cultural maintenance behavior and Latinas
are making the conscious choice to hold onto Spanish in combination
with English, thus enhancing their ability to integrate into different
social and professional scenarios, heightening their marketability in the
workforce.
Some marketers assume that Millennial Latinas (ages 18-34) will be
vastly different from their older counterparts and shift to English
dominance, but that is not supported in the data. Millennial Latinas,
significantly more likely to be U.S. born, have similar levels of Spanish
and English use compared to older Latinas.
Source: Nielsen, Feb 2013.
34% 34% 32%
96 101 167 165 71 70
33%
36%
32%
TOTAL ADULT LATINASMILLENNIAL LATINAS
SPANISH DOMINANT SPAN/ENG EQUAL
INDEX TO 2003
ENGLISH DOMINANT
LANGUAGE USED AT HOME 2013
IMPORTANT STEPS TO MARKETING TO THE LATINA
•	 Recognize the Latinas’ purchasing power. They represent a significant
and growing spending power for the modern American family.
•	 Embrace cross-cultural and linguistic dexterity. Do not assume Latinas
will assimilate - ambicultural®
is the new battleground where two
languages and two cultures are better than one.
•	 Utilize cross channels for messaging. Latinas’ are powerful connected
networks. Your campaign should employ the full range of mass and
social media channels.
10 LATINA POWER SHIFT
Source: Nielsen Women of Tomorrow Report, 2011.
Source: Nielsen Women of Tomorrow
Report, 2011
Latinas’ consumer behavior differs from that of other ethnicities and from
the overall U.S. female population. It is reflective of both their family-
centered value system and their “do it all” mindset. Not only are Latinas
increasingly their family’s breadwinner and decision-maker, but they still
embrace their traditional role as nurturer and family caretaker, and often
espouse products that make themselves and their families look and feel
their best.
SHIFTING TIDE IN FINANCIAL PRODUCT USE
Nearly a quarter of Latinas (24 percent) have increased their personal
contribution to the household over the past year. Latinas intend to spend
the extra money they earn over the next five years on building the financial
security of their family, primarily by paying off debt and increasing their
savings.
SECTION TWO:
LATINA
CONSUMPTION
IN MODERN U.S.
HOUSEHOLDS
24% INCREASE
114 Index
WHERE LATINAS WILL SPEND EXTRA MONEY
OVER NEXT FIVE YEARS
(Top Indices to non-Hispanic white females)
Pay off debt 	 73% (135)
General savings 	 63% (121)
Retirement savings 38% (112)
Education for self 21% (263)
New home 21% (350)
Home electronics 20% (143)
Personal electronics 19% (119)
Investments 19% (190)
Having another child 16% (145)
Educating children 15% (136)
63% SAME
94 Index
INDEX TO NON-HISPANIC
WHITE FEMALES
13% DECREASE
108 Index
CHANGE IN ADULT
LATINA CONTRIBUTION
TO HOUSEHOLD INCOME
OVER PAST YEAR
11Copyright © 2013 The Nielsen Company
LIFE EVENTS
EXPERIENCED IN LAST 12 MONTHS
LATINAS 18+
LATINAS TO TOTAL
U.S. FEMALES 18+
% Penetration Index
Bought A Used Car Or Light Truck 8.4% 102
Made Major Home Improvement 7.4% 100
Refinanced Your Home 4.1% 100
Bought First Home 2.1% 121
Bought New Home (Not First Home) 1.4% 91
First Time Financial Investment 1.3% 121
As Latinas’ income and education level have advanced, so has their ability
and willingness to invest in long-term and fixed assets. Even though
Hispanics suffered the greatest losses in the foreclosure crisis, three in
four Hispanics agree that buying a home is the best long-term investment
possible and 56 percent consider it a symbol of success (compared to only
32 percent of all Americans).13
Latinas are more likely than other females to have bought a first home or
made a first time financial investment in the past year, and they are just
as likely to have bought a new car, made a major home improvement or
refinanced a home.
While twenty-first century Latinas are advancing their consumption of
major assets, we cannot fail to note the Latina segment who resists
banked financial products and lives in a primary cash market. These
Latinas represent high growth potential if marketers can help them
understand the enormous benefits of building a financial history for
themselves and their families.
Source: Nielsen, April 2013, HH 18+.
13
Sources: Paul Taylor et al, “Hispanics Say They Have The Worst of A Bad Economy” Pew Hispanic Center,
January 26, 2012,.; Fannie Mae National Housing survey January 2011 – December 2011, March 2012.
12 LATINA POWER SHIFT
INSIDE THE SHOPPING CART
The caretaking and nurturing nature of Latinas seems evidenced in their
shopping carts. Latinas tend to buy either prepared perishable foods or
foods that require cooking, over-indexing in categories such as dry grains
and beans, eggs, oils, flour, dry mixes, spices, prepared and unprepared
meat and seafood, cereals, and yogurt.
Other areas where Latinas buy more than non-Hispanic white females –
almost all beverage categories and baby and household products are likely
indicative of their larger household size and their younger families with
more children. The beverage categories of note where Latina’s over-index
compared to non-Hispanic white females include juices (both refrigerated
and shelf stable), bottled water and non-carbonated soft drinks. Latinas
over-index in several food and household products in addition to health and
personal care.
Latinas’ are increasing health awareness for both themselves and their
families making them more conscientious about weight, preventative health
measures, and personal care.
Latinas’ pride in their appearance results in a higher share of beauty, skin
and hair products compared to non-Hispanics. Latinas greatly over-index
with Women’s fragrance products than their non-Hispanic counterparts. They
are more likely than the overall U.S. female population to use personal care
and beauty products, not only for themselves but also for men and children.
HISPANIC TO NON-HISPANIC WHITE FEMALE HEAD OF HOUSEHOLD
DOLLAR MARKET SHARE INDEX (INDICES OF 100 OR GREATER)
Sources: Nielsen Homescan, 01/01/12 - 12/29/12.
Dry veg./beans/grains 316
Shortenings/oils 164
Spices/extracts 133
Pkg. milks 131
Dry mixes 130
Can seafood 123
Cereal 116
Flour 115
Pasta 108
Sugar & substitute 108
Table syrups 107
Can vegetables 103
Cookies 102
Table bkfast- shelf stable 101
Condiments/sauces 101
NON-PERISHABLES PERISHABLES BEVERAGES HOUSEHOLD PERSONAL
CARE- BEAUTY
Baby food 208
Egg 138
Prep. food 130
Unprep. froz. meat/
seafood 117
Yogurt 110
Fresh meat 104
Pkg meat 103
Dairy desserts 103
Dressings/salads/
prep. food - deli 101
Produce 100
Juice/drinks-refrig. 150
Juices –shelf 148
Btld. water 139
Soft drinks non-carb 129
Wine 116
Beer 115
Milk 108
Coffee 104
Tea 103
Carb. beverages 102
Liquor 100
Total baby needs 156
Disp. diapers 155
Laundry supplies 130
HH cleaners 118
Paper products 111
Women’s fragrance 208
Men’s toiletries 207
Cologne 170
Hair care 159
Personal soaps 147
Sanitary protect 144
Grooming 141
Family plan 137
Cosmetics 135
Deodorant 131
Skin care 130
Oral hygiene 125
Shaving 118
Fem hygiene 115
13Copyright © 2013 The Nielsen Company
Many Latinas today rank health and nutrition as a primary concern. One-
third of Latinas are trying to lose weight by dieting, one-third look for
organic or natural products and a quarter are counting calories. These
levels are equal to or higher than the total U.S. female population and it is
important to understand the changing needs of today’s progressive Latina.
TOTAL AGREE
LATINAS 18+
LATINAS TO TOTAL
U.S. FEMALES 18+
% Penetration INDEX
I’ll Try Any New Diet 18% 132
I Look For Organic/Natural When Food Shopping 34% 116
Normally Count Calories In The Foods I Eat 25% 102
Most Time Trying to Lose Weight 35% 100
I Do Some Sport/Exercise Once A Week 52% 99
Sources: Nielsen, April 2013, Households with females 18+.
WHAT LATINA CONSUMPTION
IMPACTS
•	 Family consumption behaviors . Latinas are the key
to future growth across a wide array of product
categories, especially when it comes to family
consumption.
•	 Family and financial health. As household wealth
increases, Latinas’ will invest and spend in many
categories to build financial stability for their
families.
•	 Product experimentation. Products or categories
that are new to many Latinas will require education
to spur interest, whether for financial products or
new food categories.
14 LATINA POWER SHIFT
U.S. Hispanic women are both the guardians of Latino culture and
advocates of change. There is a perception that men have the proclivity
towards gadgets, but it is really the Latina who inspires technology
adoption, driven by her rising education, income and role as super
mom. She is creating her own digital persona. Today’s Latinas are
using their mobile devices to connect media, entertainment, brands
and family. She has taken multi-tasking to a new level by increasing
her connectivity with television and digital communications, often
simultaneously and on multiple screens. She might be searching for
new Latino recipes on Pinterest, filling-in details from her favorite
novela on Twitter, posting and exchanging with comadres (good
friends) on Facebook, or sharing her kids’ latest tales on Flickr.
HOW SHE CONSUMES MEDIA
The U.S. Latinas’ ambicultural®
identity plays a vital role in her
persona. Latinas do not come home and say they are going to watch
a Spanish or English program, instead they use technology to help
find entertainment that supports their cross-cultural disposition. They
are choosing programs that resonate, which come in both languages
and are pertinent to both Latino and American culture. Latinas draw
equally from culture and innovation to formulate a vibrant ecosystem
that begins with personal and family interests, and then radiates
outward to embrace community, media, and a global network of
Latinas and moms who share interests, passions and priorities.
SECTION THREE:
THE CONNECTED
LATINA
15Copyright © 2013 The Nielsen Company
Latinas are consuming more television and digital media than ever
before, extending the hours in their day to consume everything on
demand, in the language they prefer. Access to robust content options
allows for a more enriched media experience that more closely aligns
with how they identify themselves. As Latinas are increasingly enabled
to fully express their cultural duality in the digital space, brands can
leverage their cultural values to create meaningful connections.
P&G EMPOWERING LATINAS IN THE
AMBICULTURAL®
DIGITAL SPACE
ORGULLOSA.COM IS A P&G MULTI-BRAND ONLINE INITIATIVE
THAT BLENDS LATINA LIFESTYLE STORIES WITH PRODUCT
INFORMATION, SCHOLARSHIPS, BEAUTY TIPS, RECIPES, AND
CONTINUAL MESSAGES OF EMPOWERMENT AND SUPPORT.
ORGULLOSA IS AN EXCELLENT EXAMPLE OF INTEGRATING
MASS MEDIA BRAND INITIATIVES WITH AN OVERARCHING
SOCIAL MEDIA STRATEGY TAILORED TO AMBICULTURAL®
LATINAS.
Source: Nielsen, Feb 2013.
2003 PUTS based on LIVE data, while 2013 includes DVR playback.
LATINA TELEVISION
VIEWING MINUTES
LATINAS 18+
2003 2013 ‘03 TO ‘13
PUTS (PERSONS
USING TELEVISION)
4:42:58 4:58:26 +15:33
ENGLISH CABLE 1:15:36 1:29:26 +13:49
ENGLISH BROADCAST 1:22:56 0:43:54 _39:02
SPANISH CABLE 0:04:13 0:14:54 +10:41
SPANISH BROADCAST 1:19:21 1:34:54 +15:33
TV MINUTES GROW IN BOTH
LANGUAGES
Latina television viewing has increased with the rising use of Spanish
broadcast and cable in both Spanish and English. Cable and Spanish
broadcast have increased their content options for Latinas and made
strong gains in overall viewing time.
RELEVANCE OF
SPANISH TV
A NIELSEN BRAND EFFECT
STUDY CONDUCTED ACROSS
CATEGORIES FOUND THAT
AVERAGE BRAND RECALL
AMONG HISPANIC WOMEN IS
TWICE AS HIGH IN SPANISH
TV COMPARED TO ENGLISH
TV. THIS IS NOT NECESSARILY
A REFLECTION OF LANGUAGE
ALONE, BUT THE AMOUNT
OF RELEVANT CONTENT AND
ADVERTISING MESSAGES
DESIGNED TO APPEAL TO
LATINAS IS GREATER ON
SPANISH TV THAN ON
ENGLISH TV.
Source: Nielsen TV Brand Effect, January 2012 to
April 2013, Women 18+.
16 LATINA POWER SHIFT
LEADERS IN MOBILE AND INTERNET
TECHNOLOGY
Latinas are discovering the benefits of untethered entertainment and
savoring a multitude of mobile activities at rates consistently and
sizably ahead of non-Hispanic white females. Online Latinas are more
likely than their non-Hispanic white counterparts to own smartphones
at 77 percent (vs 55 percent). Latinas seem to be bypassing laptops and
desktops in favor of mobile technology.14
Mobile devices allow greater personalization and give Latinas the
integrated systems they need to connect with family, their personal
networks and information and entertainment options. Latinas are quick
to adopt new capabilities like mobile banking, shopping and price
comparisons. Moreover, social networking is used by 56 percent of
Latinas who share information among their connected communities in
the U.S. and Latin America. Forty-four percent of Latinas use apps on
their mobile devices, 40 percent GPS and 37 percent streaming audio.
14
Nielsen Mobile Insight
Study, Q4 2012, monthly
trends. Study based on
females who are online.
17Copyright © 2013 The Nielsen Company17 LATINA POWER SHIFT
U.S. LATINAS’ ONLINE MOBILE ACTIVITIES OVER THE PAST 30 DAYS
INDEX TO NON-HISPANIC WHITE FEMALES
Source: Nielsen Mobile Insight Study, Q4 2012, monthly trends.
Study based on females who are online.
57% EMAIL
64% INTERNET
44% APPS
56% SOCIAL NETWORK
62% PICTURE MESSAGE
81% TEXT MESSAGE
INDEX 136
INDEX 136
INDEX 133
INDEX 142
INDEX 137
INDEX 108
38% BANKING
26% MOBILE SHOPPING
20% TWITTER
40% GPS
37% STREAM AUDIO
24% VIDEO
17% BAR SCAN
INDEX 176
INDEX 156
INDEX 199
INDEX 163
INDEX 216
INDEX 218
INDEX 135
18 LATINA POWER SHIFT
DIGITAL INFORMATION STEERS
DECISION-MAKING
Technology is a key companion to today’s consumer and the Latina is no
exception. Eight-out-of-ten Latinas are using online information to make
decisions about purchasing products online, three quarters are using it
to make day-to-day decisions or as a lifestyle guide through big events,
and two thirds to help inform in-store retail purchases. The importance of
online information is crucial to buying decisions both online and off.
INFORMATION LATINAS WANT
AND NEED
Latinas have a voracious appetite for information with the majority
searching several times per month for an array of topics from health
to education, dating and more. Their extensive interest in using the
Internet to learn makes it a fertile environment for marketers of all
types. The most important search topics are family, personal health,
and well-being.
STRONGLY OR
SOMEWHAT AGREE
TOTAL
ADULT
LATINAS
LATINA
MILLENNIALS TO
TOTAL LATINA
ADULTS INDEX
I have purchased a product online
based on online info
81% 102
I rely on online lifestyle info to help
me make day to day decisions
77% 108
I rely on online lifestyle info to help
me navigate big life events
75% 105
I have purchased a product in store
based on what online info
69% 107
I follow brands online 62% 106
Source: Nielsen Batanga Media Hispanic Women Study, 2013.
How much do you agree or disagree with each of the following statements?
[Strongly agree, somewhat agree, somewhat disagree, strongly disagree]
19Copyright © 2013 The Nielsen Company
U.S. LATINAS’ ONLINE SEARCH IN KEY CATEGORIES
(% RATE TOPIC AS VERY IMPORTANT)
Source: Nielsen Batanga Media Hispanic Women Study, 2013.
% SEARCHED TOPIC SEVERAL TIMES PER MONTH RATE TOPIC AS VERY IMPORTANT
77%
44%
75%
30%
70%
54%
69%
27%
66%
62%
66%
41%
61%
45%
60%
48%
58%
42%
52%
24%
42%
15%
RECIPES & COOKING
BEAUTY TIPS
PERSONAL HEALTH & WELLNESS
FASHION ADVICE
FAMILY HEALTH
WEIGHT/FITNESS
EDUCATION
PARENTING/FAMILY ADVICE
FINANCES/INVESTMENTS
ROMANCE/DATING
HOSTING PARTIES/CELEBRATIONS
20 LATINA POWER SHIFT
LATINA SOCIAL & CULTURAL ECOLOGY	
Social media is increasingly seeding eco-niches of Latinas, that is,
aggregating people around common cultural interests and behaviors.
Principal eco-niches15
include Latino friends and family social networks,
ambicultural®
special interest communities, Latino media and Spanish
language sites.
These Latino online experiences often materialize on popular sites where
cultural interests are in full expression and are attracting like-minds to
create the Latino online ecosystem. These are in Spanish and English, in
the U.S. and Latin America, and range from all imaginable topics and areas
of interest. On social networks like Facebook for example, 77 percent of
Latinas say over half their friends are Hispanic.
About a fifth of Latinas predominantly use Spanish to surf the web and
almost a third use Spanish and English equally. Beyond language, a
majority (62 percent) of Latinas wish for more lifestyle information about
Latinas online, and over sixty percent want more lifestyle information
written in Spanish. When Latinas search for Latino subject matter online,
recipes top the list, followed by news, music, family health, beauty and
celebrations.
Source: Nielsen Batanga Media Hispanic Women
Study, 2013.
77%
ON AVERAGE,
77 PERCENT OF
LATINAS’ SOCIAL
NETWORK FRIENDS
ARE HISPANIC.16
62% WISH FOR MORE
LIFESTYLE INFORMATION
WRITTEN “FOR LATINAS
LIKE ME”
56% WISH THERE WAS
MORE ONLINE LIFESTYLE
INFORMATION WRITTEN
IN SPANISH
59% SAY LATINA
CELEBRITIES INFLUENCE
HOW I WANT TO LOOK
AND BEHAVE
15
Ethnifacts Latino + Identity Project 2013.
16
The term, Latino eco-niches is attributed to Ethnifacts, LLC 013.
Source: Ethnifacts Latino + Identity Project, 2013.
LANGUAGE USED BY LATINAS TO SURF THE WEB
9% 15% 31% 21%
ONLY SPANISH MOSTLY SPANISH BOTH SPANISH AND ENGLISH EQUALLY
MOSTLY ENGLISH ONLY ENGLISH
24%
HOW TO ATTRACT LATINAS ON MEDIA
•	 Integrated marketing initiatives. Reach Latinas where they learn and
network in digital space and via devices that they over-index on
( mobile).
•	 Bi-Lingual programming. Increasing broadcast media choices in both
Spanish and English offer marketers multiple venues to attract Latinas
in culture.
•	 Identify cultural interests and behaviors. Understanding and activating
Latinas’ rich eco-niches will pay dividends to savvy marketers.
21Copyright © 2013 The Nielsen Company
CONCLUSION
U.S. Latinas are in the driver’s seat with better education, better income,
and better jobs. Latinas are the guardians of culture and the leading
proponents of ambiculturalism.®
Rather than choosing between Latino
or American culture, they are assertively becoming both, which then
influences all of their consumption, media, and digital behaviors.
Latinas leverage all the resources available to them, unlike previous
generations who did not have access to advancements in modern
technology. English TV viewership keeps pace as Latinas increase their
overall television consumption in both languages. Spanish TV and the
Internet are readily available as opposed to prior generations who did
not have the opportunity to fully sustain Latino culture. Mobile and
global connectivity are providing a means of navigating both American
and Latino cultures and creating a greater sense of community, thus
enabling Latinas to continually fit in and feel like they belong. Ultimately,
technology helps hold family together and allows them to keep up the
connections so important and inherent to Latino culture.
It is inevitable that Latinas will strongly influence the U.S. new
mainstream with their upward trajectory and growing impact on the
future of families, media, technology and commerce. The same female-
led traditions and matriarchal roles that are revered and prioritized as
central to Hispanic culture and values—hard work, familism, femininity,
determination, resilience, and optimism—are being used by Latinas to
leave their imprint on American society. Latina’s thriving social networks,
facility with technology, and hunger for information will bolster their
innate abilities to navigate the complexities of living between two
cultures, even as they build new bridges to others around them.
Marketers who properly grasp the significance of this market will be the
first to gain Latinas’ trust and benefit from all that they have to offer,
now and long into the future.
22 LATINA POWER SHIFT
THE LATINA POWER SHIFT REPORT IS A U.S.
INITIATIVE DRIVEN BY NIELSEN AND THE
HISPANIC/LATINO ADVISORY COUNCIL.
ERNEST BROMLEY – CO-CHAIR OF HLAC
Chief Executive Officer, Bromley Communications
JENNY ALONZO – CO-CHAIR OF HLAC 	
Head of Marketing/Consultant, NUVOtv
CATHERINE PINO 	
Co-Founder & Principal, D&P Creative 	
DR. JUAN ANDRADE, PHD. 	
President and Executive Director,
United States Hispanic Leadership Institute 	
GUARIONE M. DIAZ 	
President Emeritus, Cuban American National Council 	
LEO F. ESTRADA, PHD.
Luskin School of Public Affairs, UCLA
LILLIAN RODRÍGUEZ LÓPEZ 	
Director, Latin Affairs, The Cola-Cola Company
LUÍS MIRANDA, JR. 	
President, MirRam Group
RAÚL LOMELÍ-AZOUBEL 	
Executive Chairman, SABEResPODER
SUZANNA VALDEZ 	
Vice President of Advancement,
The Arsht Center Foundation
REPORT SUB-COMMITTEE
	
ERNEST BROMLEY 	
Bromley Communications 	
LEO ESTRADA
Luskin School of Public Affairs, UCLA
SUZANNA VALDEZ 	
The Arsht Center Foundation
ETHNIFACTS
- Adrienne Pulido
- Mike Lakusta
- Dr. Carlos Arce, PHD.
23Copyright © 2013 The Nielsen Company
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and
measurement company with leading market positions in marketing
and consumer information, television and other media measurement,
online intelligence and mobile measurement. Nielsen has a presence in
approximately 100 countries, with headquarters in New York, USA and
Diemen, the Netherlands.
For more information, visit www.nielsen.com.
Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and
the Nielsen logo are trademarks or registered trademarks of CZT/ACN
Trademarks, L.L.C. Other product and service names are trademarks or
registered trademarks of their respective companies. 13/6535
ABOUT THE HISPANIC/LATINO
ADVISORY COUNCIL
The Hispanic/Latino Advisory Council was assembled in order to assist
our efforts to recruit, measure, and accurately report on U.S. Latino
households. The Council consists of industry, community and business
leaders from around the country. They advise us as we train our bilingual
sample recruiters and translate materials for Latino TV households.
ABOUT THIS REPORT
Nielsen is an industry leader in multicultural research and is the
publisher of the 2012 State of the Hispanic Consumer: The Hispanic
Market Imperative. Since then, Nielsen has received countless
requests for added perspective on this important market, particularly
regarding Latina women who make the majority of household spending
decisions for the $1.2 trillion dollar Hispanic market. This report offers
illuminating perspective about important changes among Latinas and
their increasingly central role in the changing marketplace.
Latina Power Shift - Nielsen 2013

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Latina Power Shift - Nielsen 2013

  • 2. 2 LATINA POWER SHIFT EXECUTIVE SUMMARY U.S. Hispanic women, also known as Latinas, have recently and rapidly surfaced as prominent contributors to the educational, economic, and cultural wellbeing of not only their own ethnicity, but of American society and the consumer marketplace. This rise of Latinas is driven both by strong demographics and a healthy inclination to embrace and retain their Hispanic culture even as they make significant strides toward success in mainstream America. • The rise of Latinas. Latinas are outpacing Latino males in their educational pursuits and career development, are overwhelmingly the decision-makers in household spending, have surpassed the proportion of non-Hispanic white families with children, and through their youth and increased incomes have become an attractive consumer segment who is being actively courted by marketers. • Latinas are leading the shift to the ambicultural® middle.1 Latinas’ embrace of culture and language is salient, in that over the past decade, bilingual language proficiency has significantly increased while the proportion of Spanish dominance has held steady. • Latinas are expanding their purchasing power. Latinas are rapidly catching up with or exceeding Hispanic males and non-Hispanic females in big ticket purchasing (homes and autos) and in the use of financial services. Eighty-six percent of Latinas say they are the primary decision makers in their households making them pivotal to the Hispanic market’s $1.2 trillion in annual buying power.2,3 • Family needs are reflected in the Latina shopping basket. In many categories, the consumer behavior of Latinas distinctively varies from that of other American females. Some of the high levels of purchasing by Latinas are associated with the needs of their larger families or cultural nuances– many food categories, oral hygiene products, bottled water, detergent, and paper products, for example. • Latinas cultivate connectivity. Focused on strong shifts toward an increasingly balanced bicultural milieu, Latinas are adopting and adapting all types of technology at a higher pace than U.S. females. In significant areas, Latinas are outpacing society in using technology for culturally-centered social networking. Personal technology has found an ideal fit with Latinas’ propensity to be connected, to communicate, and to investigate ways for improving their and their families’ wellbeing. For many Latinas, personal technology and social networking are enabling the maintenance and recovery of ethnic culture, language and traditions. This takes place domestically as Latinas build affinity groups around their ethnicity and their common trajectories within American society, as well as internationally as they create robust connections with relatives and friends in their countries of origin. 1 Ambicultural is a registered service mark of EthniFacts, LLC and is used with their permission. 2 Nielsen, April 2013. 3 UGA Selig Center Multicultural Economy Study 2012.
  • 3. 3Copyright © 2013 The Nielsen Company CONTENTS SECTION ONE: LATINAS ARE KEY DRIVERS OF HISPANIC ECONOMIC POWER IN THE U.S..........4 America’s moms are more Latina..............................................................5 Predominant decision makers...................................................................6 Achieving a higher standard of living........................................................7 Appeal of the ambicultural® middle..........................................................8 SECTION TWO: LATINA CONSUMPTION IN MODERN U.S. HOUSEHOLDS..........................................................10 Shifting tide in financial product use.......................................................10 Inside the shopping cart .................... .....................................................12 SECTION THREE: THE CONNECTED LATINA.............14 How she consumes media ..................................................... .................14 TV minutes grow in both languages.........................................................15 Leaders in mobile and Internet technology..............................................16 Digital information steers decision-making.............................................18 Information Latinas want and need..................... ....................................18 Latina social and cultural ecology........................................................... 20 CONCLUSION................................................................... 21
  • 4. 4 LATINA POWER SHIFT The Hispanic Market Imperative (Nielsen Q2 2012) and other recent reports have documented the prominent role of Latinos in all aspects of American life and as the primary driver of U.S. growth essential to future business success. As companies unlock the potential value of Latino consumers, it is becoming evident that the key to reaching their hearts, minds, and pocketbooks is increasingly through Latinas. Hispanic women are a key growth engine of the U.S. female population and are expected to become 30 percent of the total female population by 2060, while the non-Hispanic white female population is expected to drop to 43 percent. By 2060, there will be no single dominant ethnic group, instead the female (and total) population will be comprised of a diverse ethnic plurality where Latinas play a sizeable role. SECTION ONE: LATINAS ARE KEY DRIVERS OF HISPANIC ECONOMIC POWER IN THE U.S. PROJECTED DISTRIBUTION OF U.S. FEMALE POPULATION BY RACE & HISPANIC ORIGIN 2015 TO 2060 Source: U.S. Census. Projections of the Population by Sex, Race and Hispanic origin for the U.S. 2015 to 2060, December 2012. HISPANIC NON-HISPANIC ETHNIC NON-HISPANIC WHITE 62% 21% 17% 53% 24% 23% 43% 27% 30% 2015 2035 2060
  • 5. 5Copyright © 2013 The Nielsen Company Source: Nielsen Pop-Facts Demographics, 2013 Update 4 2011 American Community Survey, 2011, US Census Bureau 5 Current Population Survey, 2010, US Census AMERICA’S MOMS ARE MORE LATINA Almost a quarter (23 percent) of all U.S. births in 2011 were to a Latina mom, greater than the Latina’s share (17 percent) of all women of childbearing age.4 Latinas in nearly two thirds (63 percent) of Hispanic families have children under age 18 compared to 40 percent for non- Hispanic white females.5 This high incidence of Latina motherhood is in part due to the fact that the under 45 Latina population is 16 percentage points higher than that of total females, as shown in the graph below. Young Latina moms are in acquisition mode for an array of household and family products as they establish families and make decisions for their new households. Latinas bring with them their cultural tastes, experiences and expectations, at times different from their older Latina moms and non-Latina peers. This unique cultural background and series of “firsts” in terms of education, income and confidence have them crossing into new territory for marketers. 2013 U.S. FEMALE POPULATION DISTRIBUTION BY AGE LATINASTOTAL FEMALES 12% 10% 10% 13% 13% 14% 21% 7% 19% 14% 11% 16% 14% 11% 11% 3% 0-9 10-17 18-24 25-34 35-44 45-54 55-74 75+ TODAY, HISPANICS REPRESENT A MAJORITY OF CHILDREN UNDER AGE 18 IN CALIFORNIA AT 52% AND NEW MEXICO AT 59%, AND ARE NEARING A MAJORITY IN TEXAS AT 49%. IN THESE AND MANY MORE MARKETS, LATINAS ARE BECOMING CENTRAL PLAYERS IN THE MODERN AMERICAN FAMILY.
  • 6. 6 LATINA POWER SHIFT PREDOMINANT DECISION MAKERS In the last decade, Latinas have moved ahead of their male counterparts as the main engine of Hispanic social and economic advancement and are at the fulcrum of Latino empowerment across all economic sectors. Based on a recent Nielsen study in the U.S., Latinas say they are the primary or joint decision maker in every category from purchasing groceries, insurance, financial services, electronics, to family care. The traditional view of the Hispanic family has often centered on Latino males, but in today’s America, Latinas are not just increasingly the primary wage earner and influencer in the modern Hispanic household, they are also making their interests and concerns felt in the workplace, politics, healthcare and education. They are a growing force at school, the office, the supermarket, the shopping mall and the Internet. Their desire to succeed is second only to their passion to connect with friends, family and others in their community. With Hispanics outpacing non-Hispanic whites in the proportion of families with children under 18, Latinas will become a more dominant driver in the consumption of everything from media, banking, and real estate to family care, household products and cosmetics. Latinas’ increasing level of education, income, and social connectivity demands that companies understand and appeal to their primary drivers of engagement and consumption behavior. LATINA PERCEIVED DECISION-MAKING BY GENDER Source: Nielsen Women of Tomorrow Report, 2011. 6 Nielsen, April 2013. 7 UGA Selig Center Multicultural Economy Study 2012. EIGHTY-SIX PERCENT OF LATINAS SAY A WOMAN IS THE PRIMARY SHOPPER IN THEIR HOUSEHOLDS SO IT IS WOMEN WHO CONTROL THE LION’S SHARE OF THE $1.2 TRILLION IN ANNUAL HISPANIC BUYING POWER.6,7 86% PRIMARILY LATINAS BOTH LATINO GENDERS PRIMARILY LATINO MALES 67% 33% 1% 55% 41% 4% 66% 34% 0% 33% 50% 17% 38% 50% 12% 30% 48% 22% 59% 38% 2% 41% 50% 9% 38% 50% 11% 45% 52% 3% FOOD BEVERAGES CLOTHES HOME ELECTRONICS PERSONAL ELECTRONICS AUTO/ TRANSPORT PHARMACEUTICALS FAMILY FINANCES INSURANCE SOCIAL ACTIVITIES
  • 7. 7Copyright © 2013 The Nielsen Company ACHIEVING A HIGHER STANDARD OF LIVING Many Latinas are embracing opportunities to advance, demonstrated by positive gains in higher education and higher earnings, which are shifting Latinas towards the middle class and beyond. For the first time, Latinas have exceeded non-Hispanic females in college enrollment. A record seven in ten (73 percent) Hispanic high school female graduates are enrolling in college, 11 percentage points ahead of Hispanic males (61 percent) and one percentage point higher than non-Hispanic females (72 percent).8 While four-year college graduation rates fall well below the total population, Latinas are also demonstrating forward momentum through increases in “some college” experience (up 4 percentage points to 45 percent from 2008 to 2013) and up three percentage points in four-year college graduation rates (reaching 16 percent in 2013).9 Latinas in households making $75,000 or more increased by 5 percentage points over the past ten years showing notable gains, despite the recession and slow recovery. At the same time, Latina households are rising out of the lowest income category and holding their position in other income groups indicating strong resilience among blue and pink collar segments. U.S. LATINAS ARE EMBRACING ENTREPRENEURSHIP WITH THE NUMBER OF LATINA FIRMS RISING 46% FROM 2002 TO 2007, FASTER THAN LATINO (33%) AND FASTER THAN TOTAL FEMALE (20%) BUSINESSES.10 U.S. LATINAS ARE TAKING CENTER STAGE IN NATIONAL AND LOCAL POLITICS COMPRISING 34% OF ALL LATINO ELECTED OFFICIALS IN 2013, A RISE OF 126% SINCE 1996.11 HOUSEHOLD INCOME OVER PAST TEN YEARS FOR LATINAS 18+ 8 Pew Hispanic Research Center and female enrollment estimates based on ages 16 to 24 years of age, CPS U.S. Census Bureau Oct 2011, school enrollment supplement by Bureau of Labor Statistics. 9 Nielsen, Feb 2013. 10 U.S. Department of Commerce, Minority Business Development Agency, 2002-2007. 11 NALEO Educational Fund National Directory of Latino Elected Officials, 1996 and 2013.  Data reflects verified Latinas serving in elected office in January of that year. Source: Nielsen, Feb 2013. <$25K $50K-$75K $25K-$50K $75K+ 2003 2013 33% 27% 32% 32% 19% 20% 16% 21%
  • 8. 8 LATINA POWER SHIFT APPEAL OF THE AMBICULTURAL® MIDDLE Because of her unique place in the multigenerational Hispanic family, and her willingness to seek relationships outside of it, the modern Latina is innately ambicultural® --able to pivot from English to Spanish, Latina to American, and back again without thinking about it.12 Ambicultural® connotes a willingness and ability to function competently in two cultures which is a very attractive cultural destination for Latinas. Hispanic women who feel equally Latina and American overwhelmingly want to stay that way (87 percent). Fifty percent of those who culturally feel more Latino than American and 71 percent of those who culturally feel more American than Latino, want to shift to the ambicultural® middle. The gravitational pull is to be culturally both American and Latino, without denying either end, and to fully embrace their duality. Source: EthniFacts Latino+ Identity Project, 2013. 12 Ambicultural is a registered service mark of EthniFacts, LLC and is used with their permission. SHIFT FROM CURRENT TO DESIRED IDENTITY ASPIRE TO THE AMBICULTURAL® MIDDLE Of Latinas who call themselves culturally “More American” Of Latinas who call themselves equally Latino and American ...WANT TO BE EQUALLY LATINO AND AMERICAN IN THE FUTURE Of Latinas who call themselves culturally “More Latino” 71% 87% 50% AMBICULTURAL® : THE ABILITY AND WILLINGNESS TO FUNCTION COMPETENTLY IN TWO CULTURES. FOR U.S. LATINOS, THIS IS NOT A TRANSITION BETWEEN TWO CULTURES, IT IS AN ASPIRATIONAL AND BEHAVIORAL DESTINATION THAT INCLUDES A SHIFT FROM BOTH THE LESS AND MORE ACCULTURATED SIDES OF THE TRADITIONAL CULTURE MODEL.
  • 9. 9Copyright © 2013 The Nielsen Company Language is a fundamental cultural maintenance behavior and Latinas are making the conscious choice to hold onto Spanish in combination with English, thus enhancing their ability to integrate into different social and professional scenarios, heightening their marketability in the workforce. Some marketers assume that Millennial Latinas (ages 18-34) will be vastly different from their older counterparts and shift to English dominance, but that is not supported in the data. Millennial Latinas, significantly more likely to be U.S. born, have similar levels of Spanish and English use compared to older Latinas. Source: Nielsen, Feb 2013. 34% 34% 32% 96 101 167 165 71 70 33% 36% 32% TOTAL ADULT LATINASMILLENNIAL LATINAS SPANISH DOMINANT SPAN/ENG EQUAL INDEX TO 2003 ENGLISH DOMINANT LANGUAGE USED AT HOME 2013 IMPORTANT STEPS TO MARKETING TO THE LATINA • Recognize the Latinas’ purchasing power. They represent a significant and growing spending power for the modern American family. • Embrace cross-cultural and linguistic dexterity. Do not assume Latinas will assimilate - ambicultural® is the new battleground where two languages and two cultures are better than one. • Utilize cross channels for messaging. Latinas’ are powerful connected networks. Your campaign should employ the full range of mass and social media channels.
  • 10. 10 LATINA POWER SHIFT Source: Nielsen Women of Tomorrow Report, 2011. Source: Nielsen Women of Tomorrow Report, 2011 Latinas’ consumer behavior differs from that of other ethnicities and from the overall U.S. female population. It is reflective of both their family- centered value system and their “do it all” mindset. Not only are Latinas increasingly their family’s breadwinner and decision-maker, but they still embrace their traditional role as nurturer and family caretaker, and often espouse products that make themselves and their families look and feel their best. SHIFTING TIDE IN FINANCIAL PRODUCT USE Nearly a quarter of Latinas (24 percent) have increased their personal contribution to the household over the past year. Latinas intend to spend the extra money they earn over the next five years on building the financial security of their family, primarily by paying off debt and increasing their savings. SECTION TWO: LATINA CONSUMPTION IN MODERN U.S. HOUSEHOLDS 24% INCREASE 114 Index WHERE LATINAS WILL SPEND EXTRA MONEY OVER NEXT FIVE YEARS (Top Indices to non-Hispanic white females) Pay off debt 73% (135) General savings 63% (121) Retirement savings 38% (112) Education for self 21% (263) New home 21% (350) Home electronics 20% (143) Personal electronics 19% (119) Investments 19% (190) Having another child 16% (145) Educating children 15% (136) 63% SAME 94 Index INDEX TO NON-HISPANIC WHITE FEMALES 13% DECREASE 108 Index CHANGE IN ADULT LATINA CONTRIBUTION TO HOUSEHOLD INCOME OVER PAST YEAR
  • 11. 11Copyright © 2013 The Nielsen Company LIFE EVENTS EXPERIENCED IN LAST 12 MONTHS LATINAS 18+ LATINAS TO TOTAL U.S. FEMALES 18+ % Penetration Index Bought A Used Car Or Light Truck 8.4% 102 Made Major Home Improvement 7.4% 100 Refinanced Your Home 4.1% 100 Bought First Home 2.1% 121 Bought New Home (Not First Home) 1.4% 91 First Time Financial Investment 1.3% 121 As Latinas’ income and education level have advanced, so has their ability and willingness to invest in long-term and fixed assets. Even though Hispanics suffered the greatest losses in the foreclosure crisis, three in four Hispanics agree that buying a home is the best long-term investment possible and 56 percent consider it a symbol of success (compared to only 32 percent of all Americans).13 Latinas are more likely than other females to have bought a first home or made a first time financial investment in the past year, and they are just as likely to have bought a new car, made a major home improvement or refinanced a home. While twenty-first century Latinas are advancing their consumption of major assets, we cannot fail to note the Latina segment who resists banked financial products and lives in a primary cash market. These Latinas represent high growth potential if marketers can help them understand the enormous benefits of building a financial history for themselves and their families. Source: Nielsen, April 2013, HH 18+. 13 Sources: Paul Taylor et al, “Hispanics Say They Have The Worst of A Bad Economy” Pew Hispanic Center, January 26, 2012,.; Fannie Mae National Housing survey January 2011 – December 2011, March 2012.
  • 12. 12 LATINA POWER SHIFT INSIDE THE SHOPPING CART The caretaking and nurturing nature of Latinas seems evidenced in their shopping carts. Latinas tend to buy either prepared perishable foods or foods that require cooking, over-indexing in categories such as dry grains and beans, eggs, oils, flour, dry mixes, spices, prepared and unprepared meat and seafood, cereals, and yogurt. Other areas where Latinas buy more than non-Hispanic white females – almost all beverage categories and baby and household products are likely indicative of their larger household size and their younger families with more children. The beverage categories of note where Latina’s over-index compared to non-Hispanic white females include juices (both refrigerated and shelf stable), bottled water and non-carbonated soft drinks. Latinas over-index in several food and household products in addition to health and personal care. Latinas’ are increasing health awareness for both themselves and their families making them more conscientious about weight, preventative health measures, and personal care. Latinas’ pride in their appearance results in a higher share of beauty, skin and hair products compared to non-Hispanics. Latinas greatly over-index with Women’s fragrance products than their non-Hispanic counterparts. They are more likely than the overall U.S. female population to use personal care and beauty products, not only for themselves but also for men and children. HISPANIC TO NON-HISPANIC WHITE FEMALE HEAD OF HOUSEHOLD DOLLAR MARKET SHARE INDEX (INDICES OF 100 OR GREATER) Sources: Nielsen Homescan, 01/01/12 - 12/29/12. Dry veg./beans/grains 316 Shortenings/oils 164 Spices/extracts 133 Pkg. milks 131 Dry mixes 130 Can seafood 123 Cereal 116 Flour 115 Pasta 108 Sugar & substitute 108 Table syrups 107 Can vegetables 103 Cookies 102 Table bkfast- shelf stable 101 Condiments/sauces 101 NON-PERISHABLES PERISHABLES BEVERAGES HOUSEHOLD PERSONAL CARE- BEAUTY Baby food 208 Egg 138 Prep. food 130 Unprep. froz. meat/ seafood 117 Yogurt 110 Fresh meat 104 Pkg meat 103 Dairy desserts 103 Dressings/salads/ prep. food - deli 101 Produce 100 Juice/drinks-refrig. 150 Juices –shelf 148 Btld. water 139 Soft drinks non-carb 129 Wine 116 Beer 115 Milk 108 Coffee 104 Tea 103 Carb. beverages 102 Liquor 100 Total baby needs 156 Disp. diapers 155 Laundry supplies 130 HH cleaners 118 Paper products 111 Women’s fragrance 208 Men’s toiletries 207 Cologne 170 Hair care 159 Personal soaps 147 Sanitary protect 144 Grooming 141 Family plan 137 Cosmetics 135 Deodorant 131 Skin care 130 Oral hygiene 125 Shaving 118 Fem hygiene 115
  • 13. 13Copyright © 2013 The Nielsen Company Many Latinas today rank health and nutrition as a primary concern. One- third of Latinas are trying to lose weight by dieting, one-third look for organic or natural products and a quarter are counting calories. These levels are equal to or higher than the total U.S. female population and it is important to understand the changing needs of today’s progressive Latina. TOTAL AGREE LATINAS 18+ LATINAS TO TOTAL U.S. FEMALES 18+ % Penetration INDEX I’ll Try Any New Diet 18% 132 I Look For Organic/Natural When Food Shopping 34% 116 Normally Count Calories In The Foods I Eat 25% 102 Most Time Trying to Lose Weight 35% 100 I Do Some Sport/Exercise Once A Week 52% 99 Sources: Nielsen, April 2013, Households with females 18+. WHAT LATINA CONSUMPTION IMPACTS • Family consumption behaviors . Latinas are the key to future growth across a wide array of product categories, especially when it comes to family consumption. • Family and financial health. As household wealth increases, Latinas’ will invest and spend in many categories to build financial stability for their families. • Product experimentation. Products or categories that are new to many Latinas will require education to spur interest, whether for financial products or new food categories.
  • 14. 14 LATINA POWER SHIFT U.S. Hispanic women are both the guardians of Latino culture and advocates of change. There is a perception that men have the proclivity towards gadgets, but it is really the Latina who inspires technology adoption, driven by her rising education, income and role as super mom. She is creating her own digital persona. Today’s Latinas are using their mobile devices to connect media, entertainment, brands and family. She has taken multi-tasking to a new level by increasing her connectivity with television and digital communications, often simultaneously and on multiple screens. She might be searching for new Latino recipes on Pinterest, filling-in details from her favorite novela on Twitter, posting and exchanging with comadres (good friends) on Facebook, or sharing her kids’ latest tales on Flickr. HOW SHE CONSUMES MEDIA The U.S. Latinas’ ambicultural® identity plays a vital role in her persona. Latinas do not come home and say they are going to watch a Spanish or English program, instead they use technology to help find entertainment that supports their cross-cultural disposition. They are choosing programs that resonate, which come in both languages and are pertinent to both Latino and American culture. Latinas draw equally from culture and innovation to formulate a vibrant ecosystem that begins with personal and family interests, and then radiates outward to embrace community, media, and a global network of Latinas and moms who share interests, passions and priorities. SECTION THREE: THE CONNECTED LATINA
  • 15. 15Copyright © 2013 The Nielsen Company Latinas are consuming more television and digital media than ever before, extending the hours in their day to consume everything on demand, in the language they prefer. Access to robust content options allows for a more enriched media experience that more closely aligns with how they identify themselves. As Latinas are increasingly enabled to fully express their cultural duality in the digital space, brands can leverage their cultural values to create meaningful connections. P&G EMPOWERING LATINAS IN THE AMBICULTURAL® DIGITAL SPACE ORGULLOSA.COM IS A P&G MULTI-BRAND ONLINE INITIATIVE THAT BLENDS LATINA LIFESTYLE STORIES WITH PRODUCT INFORMATION, SCHOLARSHIPS, BEAUTY TIPS, RECIPES, AND CONTINUAL MESSAGES OF EMPOWERMENT AND SUPPORT. ORGULLOSA IS AN EXCELLENT EXAMPLE OF INTEGRATING MASS MEDIA BRAND INITIATIVES WITH AN OVERARCHING SOCIAL MEDIA STRATEGY TAILORED TO AMBICULTURAL® LATINAS. Source: Nielsen, Feb 2013. 2003 PUTS based on LIVE data, while 2013 includes DVR playback. LATINA TELEVISION VIEWING MINUTES LATINAS 18+ 2003 2013 ‘03 TO ‘13 PUTS (PERSONS USING TELEVISION) 4:42:58 4:58:26 +15:33 ENGLISH CABLE 1:15:36 1:29:26 +13:49 ENGLISH BROADCAST 1:22:56 0:43:54 _39:02 SPANISH CABLE 0:04:13 0:14:54 +10:41 SPANISH BROADCAST 1:19:21 1:34:54 +15:33 TV MINUTES GROW IN BOTH LANGUAGES Latina television viewing has increased with the rising use of Spanish broadcast and cable in both Spanish and English. Cable and Spanish broadcast have increased their content options for Latinas and made strong gains in overall viewing time. RELEVANCE OF SPANISH TV A NIELSEN BRAND EFFECT STUDY CONDUCTED ACROSS CATEGORIES FOUND THAT AVERAGE BRAND RECALL AMONG HISPANIC WOMEN IS TWICE AS HIGH IN SPANISH TV COMPARED TO ENGLISH TV. THIS IS NOT NECESSARILY A REFLECTION OF LANGUAGE ALONE, BUT THE AMOUNT OF RELEVANT CONTENT AND ADVERTISING MESSAGES DESIGNED TO APPEAL TO LATINAS IS GREATER ON SPANISH TV THAN ON ENGLISH TV. Source: Nielsen TV Brand Effect, January 2012 to April 2013, Women 18+.
  • 16. 16 LATINA POWER SHIFT LEADERS IN MOBILE AND INTERNET TECHNOLOGY Latinas are discovering the benefits of untethered entertainment and savoring a multitude of mobile activities at rates consistently and sizably ahead of non-Hispanic white females. Online Latinas are more likely than their non-Hispanic white counterparts to own smartphones at 77 percent (vs 55 percent). Latinas seem to be bypassing laptops and desktops in favor of mobile technology.14 Mobile devices allow greater personalization and give Latinas the integrated systems they need to connect with family, their personal networks and information and entertainment options. Latinas are quick to adopt new capabilities like mobile banking, shopping and price comparisons. Moreover, social networking is used by 56 percent of Latinas who share information among their connected communities in the U.S. and Latin America. Forty-four percent of Latinas use apps on their mobile devices, 40 percent GPS and 37 percent streaming audio. 14 Nielsen Mobile Insight Study, Q4 2012, monthly trends. Study based on females who are online.
  • 17. 17Copyright © 2013 The Nielsen Company17 LATINA POWER SHIFT U.S. LATINAS’ ONLINE MOBILE ACTIVITIES OVER THE PAST 30 DAYS INDEX TO NON-HISPANIC WHITE FEMALES Source: Nielsen Mobile Insight Study, Q4 2012, monthly trends. Study based on females who are online. 57% EMAIL 64% INTERNET 44% APPS 56% SOCIAL NETWORK 62% PICTURE MESSAGE 81% TEXT MESSAGE INDEX 136 INDEX 136 INDEX 133 INDEX 142 INDEX 137 INDEX 108 38% BANKING 26% MOBILE SHOPPING 20% TWITTER 40% GPS 37% STREAM AUDIO 24% VIDEO 17% BAR SCAN INDEX 176 INDEX 156 INDEX 199 INDEX 163 INDEX 216 INDEX 218 INDEX 135
  • 18. 18 LATINA POWER SHIFT DIGITAL INFORMATION STEERS DECISION-MAKING Technology is a key companion to today’s consumer and the Latina is no exception. Eight-out-of-ten Latinas are using online information to make decisions about purchasing products online, three quarters are using it to make day-to-day decisions or as a lifestyle guide through big events, and two thirds to help inform in-store retail purchases. The importance of online information is crucial to buying decisions both online and off. INFORMATION LATINAS WANT AND NEED Latinas have a voracious appetite for information with the majority searching several times per month for an array of topics from health to education, dating and more. Their extensive interest in using the Internet to learn makes it a fertile environment for marketers of all types. The most important search topics are family, personal health, and well-being. STRONGLY OR SOMEWHAT AGREE TOTAL ADULT LATINAS LATINA MILLENNIALS TO TOTAL LATINA ADULTS INDEX I have purchased a product online based on online info 81% 102 I rely on online lifestyle info to help me make day to day decisions 77% 108 I rely on online lifestyle info to help me navigate big life events 75% 105 I have purchased a product in store based on what online info 69% 107 I follow brands online 62% 106 Source: Nielsen Batanga Media Hispanic Women Study, 2013. How much do you agree or disagree with each of the following statements? [Strongly agree, somewhat agree, somewhat disagree, strongly disagree]
  • 19. 19Copyright © 2013 The Nielsen Company U.S. LATINAS’ ONLINE SEARCH IN KEY CATEGORIES (% RATE TOPIC AS VERY IMPORTANT) Source: Nielsen Batanga Media Hispanic Women Study, 2013. % SEARCHED TOPIC SEVERAL TIMES PER MONTH RATE TOPIC AS VERY IMPORTANT 77% 44% 75% 30% 70% 54% 69% 27% 66% 62% 66% 41% 61% 45% 60% 48% 58% 42% 52% 24% 42% 15% RECIPES & COOKING BEAUTY TIPS PERSONAL HEALTH & WELLNESS FASHION ADVICE FAMILY HEALTH WEIGHT/FITNESS EDUCATION PARENTING/FAMILY ADVICE FINANCES/INVESTMENTS ROMANCE/DATING HOSTING PARTIES/CELEBRATIONS
  • 20. 20 LATINA POWER SHIFT LATINA SOCIAL & CULTURAL ECOLOGY Social media is increasingly seeding eco-niches of Latinas, that is, aggregating people around common cultural interests and behaviors. Principal eco-niches15 include Latino friends and family social networks, ambicultural® special interest communities, Latino media and Spanish language sites. These Latino online experiences often materialize on popular sites where cultural interests are in full expression and are attracting like-minds to create the Latino online ecosystem. These are in Spanish and English, in the U.S. and Latin America, and range from all imaginable topics and areas of interest. On social networks like Facebook for example, 77 percent of Latinas say over half their friends are Hispanic. About a fifth of Latinas predominantly use Spanish to surf the web and almost a third use Spanish and English equally. Beyond language, a majority (62 percent) of Latinas wish for more lifestyle information about Latinas online, and over sixty percent want more lifestyle information written in Spanish. When Latinas search for Latino subject matter online, recipes top the list, followed by news, music, family health, beauty and celebrations. Source: Nielsen Batanga Media Hispanic Women Study, 2013. 77% ON AVERAGE, 77 PERCENT OF LATINAS’ SOCIAL NETWORK FRIENDS ARE HISPANIC.16 62% WISH FOR MORE LIFESTYLE INFORMATION WRITTEN “FOR LATINAS LIKE ME” 56% WISH THERE WAS MORE ONLINE LIFESTYLE INFORMATION WRITTEN IN SPANISH 59% SAY LATINA CELEBRITIES INFLUENCE HOW I WANT TO LOOK AND BEHAVE 15 Ethnifacts Latino + Identity Project 2013. 16 The term, Latino eco-niches is attributed to Ethnifacts, LLC 013. Source: Ethnifacts Latino + Identity Project, 2013. LANGUAGE USED BY LATINAS TO SURF THE WEB 9% 15% 31% 21% ONLY SPANISH MOSTLY SPANISH BOTH SPANISH AND ENGLISH EQUALLY MOSTLY ENGLISH ONLY ENGLISH 24% HOW TO ATTRACT LATINAS ON MEDIA • Integrated marketing initiatives. Reach Latinas where they learn and network in digital space and via devices that they over-index on ( mobile). • Bi-Lingual programming. Increasing broadcast media choices in both Spanish and English offer marketers multiple venues to attract Latinas in culture. • Identify cultural interests and behaviors. Understanding and activating Latinas’ rich eco-niches will pay dividends to savvy marketers.
  • 21. 21Copyright © 2013 The Nielsen Company CONCLUSION U.S. Latinas are in the driver’s seat with better education, better income, and better jobs. Latinas are the guardians of culture and the leading proponents of ambiculturalism.® Rather than choosing between Latino or American culture, they are assertively becoming both, which then influences all of their consumption, media, and digital behaviors. Latinas leverage all the resources available to them, unlike previous generations who did not have access to advancements in modern technology. English TV viewership keeps pace as Latinas increase their overall television consumption in both languages. Spanish TV and the Internet are readily available as opposed to prior generations who did not have the opportunity to fully sustain Latino culture. Mobile and global connectivity are providing a means of navigating both American and Latino cultures and creating a greater sense of community, thus enabling Latinas to continually fit in and feel like they belong. Ultimately, technology helps hold family together and allows them to keep up the connections so important and inherent to Latino culture. It is inevitable that Latinas will strongly influence the U.S. new mainstream with their upward trajectory and growing impact on the future of families, media, technology and commerce. The same female- led traditions and matriarchal roles that are revered and prioritized as central to Hispanic culture and values—hard work, familism, femininity, determination, resilience, and optimism—are being used by Latinas to leave their imprint on American society. Latina’s thriving social networks, facility with technology, and hunger for information will bolster their innate abilities to navigate the complexities of living between two cultures, even as they build new bridges to others around them. Marketers who properly grasp the significance of this market will be the first to gain Latinas’ trust and benefit from all that they have to offer, now and long into the future.
  • 22. 22 LATINA POWER SHIFT THE LATINA POWER SHIFT REPORT IS A U.S. INITIATIVE DRIVEN BY NIELSEN AND THE HISPANIC/LATINO ADVISORY COUNCIL. ERNEST BROMLEY – CO-CHAIR OF HLAC Chief Executive Officer, Bromley Communications JENNY ALONZO – CO-CHAIR OF HLAC Head of Marketing/Consultant, NUVOtv CATHERINE PINO Co-Founder & Principal, D&P Creative DR. JUAN ANDRADE, PHD. President and Executive Director, United States Hispanic Leadership Institute GUARIONE M. DIAZ President Emeritus, Cuban American National Council LEO F. ESTRADA, PHD. Luskin School of Public Affairs, UCLA LILLIAN RODRÍGUEZ LÓPEZ Director, Latin Affairs, The Cola-Cola Company LUÍS MIRANDA, JR. President, MirRam Group RAÚL LOMELÍ-AZOUBEL Executive Chairman, SABEResPODER SUZANNA VALDEZ Vice President of Advancement, The Arsht Center Foundation REPORT SUB-COMMITTEE ERNEST BROMLEY Bromley Communications LEO ESTRADA Luskin School of Public Affairs, UCLA SUZANNA VALDEZ The Arsht Center Foundation ETHNIFACTS - Adrienne Pulido - Mike Lakusta - Dr. Carlos Arce, PHD.
  • 23. 23Copyright © 2013 The Nielsen Company ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/6535 ABOUT THE HISPANIC/LATINO ADVISORY COUNCIL The Hispanic/Latino Advisory Council was assembled in order to assist our efforts to recruit, measure, and accurately report on U.S. Latino households. The Council consists of industry, community and business leaders from around the country. They advise us as we train our bilingual sample recruiters and translate materials for Latino TV households. ABOUT THIS REPORT Nielsen is an industry leader in multicultural research and is the publisher of the 2012 State of the Hispanic Consumer: The Hispanic Market Imperative. Since then, Nielsen has received countless requests for added perspective on this important market, particularly regarding Latina women who make the majority of household spending decisions for the $1.2 trillion dollar Hispanic market. This report offers illuminating perspective about important changes among Latinas and their increasingly central role in the changing marketplace.