Latinas Are Technically Savvy, Brand-Loyal ‘Chief Household Officers’

Meredith Hispanic Ventures and NBC Universal's Spanish-language network Telemundo Group collaborated on in-depth, at-home video interviews with 13 young Latina women in four cities and on a wide-ranging survey of 1,004 Latinas and 500 non-Hispanics.

"What most surprised advertisers was how technically savvy this woman is once [household income] reaches $50,000, and how much they've raised the bar in what they want from the American dream," Ruth Gaviria, VP of Meredith Hispanic Ventures, said of marketers who saw preliminary results.

In the "What Latinas Want" research, 81% of respondents said they are either the main decision-maker or make decisions with their spouse. The key factors determining their success in life were education, being fluent in English as well in Spanish, and often owning a business. Latinas are optimistic and self-confident, with 66% describing themselves as "someone who can do it all," compared with 53% of non-Hispanic women.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.