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.


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