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New Research Shows Latina Consumers Increasingly Dominate the Consumer Landscape
Posada Media Offers Resources to Connect your Brand with Latina Consumers
Comprising 17% of the US female population, and growing 37% between 2005 and 2015, Latinas born in the US are a burgeoning consumer group. In fact, Hispanic women now account for the majority of the female population in California and New York.
Add to their sheer numbers the fact that Latinas are cultural influencers, bridging the gap between Spanish and English environments, and their power is magnified. "74% over the age of five speak a language other than English at home, with only 26% speaking solely English at home", according to the recent Nielsen report, Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward.
Latinas balance trust and loyalty with cost. Latina consumers prefer brands they trust. Even if it costs a little more, "Sixty-eight percent of Latinas agree that if a product is made by a company they trust, they will make the purchases." Equally important, "72% agree that price is more important than quality, and 67% agree that they will stock up if a food item is on sale." Connection to brand influences buying. Once the Latina consumer trusts you, you have some flexibility in terms of pricing.
Latinas hold significant buying power in particular product markets. Latinas are heavy consumers of quick service restaurants, non-alcoholic beverages, and ingredients to prepare meals at home. They also "spend more on bottled water and refrigerated and shelf-stable juice drinks than non-Hispanic white women." Health and beauty products are important for Latina consumers. "Latinas spend 4% more than non-Hispanic white women in the beauty supply stores."
More Latinas run or jog compared to non-Hispanic white women. Accordingly, "Latinas spend 43% more on athletic shoes over $500 and 10% more on athletic equipment than non-Hispanic white women."
Latinas spread the word. "Latinas are significantly more likely than non-Hispanic white women to use social networking sites," and frequently use those sites to review or recommend products. Latina power is undeniable. No matter what you're selling, your marketing plan must increasingly speak to HER.
Established in 1996, Posada Media is a trusted authority in marketing to Hispanic consumers in the United States. Its strategic, creative, and technology experts comprise a multicultural, collaborative, passionate team of specialists who understand the nuances of the Hispanic market.
Connecting with Latina consumers is about more than just messaging, suggests Przada. In a world that is "always on," it is also essential to deliver across relevant touchpoints, at the right time. To this end, Posada Media's talented team specializes in producing innovative work that resonates with Latina consumers, cultivating relationships with brands to deliver results. Their capabilities encompass digital/mobile/
For more information about expanding your business by connecting with Hispanic consumers in a culturally relevant way, contact Posada Media by email (email@example.com)