Articles

Bicultural Latinas are younger, more educated, affluent and independent than their Latin American-born counterparts, according to a market study released June 21 by Latina magazine.

The study, “Latitudes: Your Path to the New Mainstream Consumer,” looked at the Latina population ages 16 to 49, which numbers 9 million and represents almost a quarter of the total U.S. Hispanic population. It interviewed 1,014 Latinas and 500 non-Hispanic women. The majority of the bicultural Hispanic women are U.S.-born, speak English and possess values self-described as equally “American” and “Hispanic,” it found.

Fifty-five percent of the Latinas surveyed identified themselves a bicultural, while 45% considered themselves non-bicultural. The latter is profiled as an individual who was born outside the United States and a recent immigrant who prefers to speak Spanish.

Publisher Beth Press said, “Marketers must understand how to segment the Hispanic marketplace in order to get the correct branding message across." The study found bicultural Latinas to be “go-to girls.” Thirty-eight percent have at least some college education and on average they earn $39,600 annually. Non-bicultural Latinas make $28,500. According to Press, the bicultural Latina has been “parenting her parents by influencing purchases, from buying a cell phone to a car to financing a home loan. She influences at least five people around her,” Press added.

Reprinted with permission from Hispanic Link. For more information visit http://www.hispaniclink.org