Chapter 1 Executive Summary

Background
Introduction
Overview of the Report
Scope and Methodology
Scope of the Market
Methodology
Trends and Opportunities
Upscale Latinos Account for 25% of Latino Consumers
Number of Upscale Latino Households More than Doubled in Past Decade
Upscale Latinos More Optimistic about Their Economic Future
English-Language Media Important in Upscale Latino Market
Spending Power of Upscale Latino Households Vastly Greater than That of Other Latino Households
Latinos Increasingly Important to Upscale Marketers
Upscale Latinos Dominate in Many Categories of Latino Consumer Market
Overview of the Upscale Latino Market
Upscale Latino Households Number Nearly Three Million
Upper Brackets of Upscale Latinos Wield Exceptional Economic Power in Latino Market
Buying Power of Upscale Latinos Projected to Reach $680 Billion in 2016
Los Angeles, New York and Miami Head List of Upscale Latino Markets
Demographic Profile of Upscale Latinos
Higher Education a Hallmark of Upscale Latinos
Full-Time Employment More Common
Large Households Characteristic of Upscale Latinos
67% of Upscale Latinos Own Their Own Homes
Upscale Latinos Far More Likely to Live in Largest Metro Areas
Some Upscale Latinos Continue to Espouse Traditional Values
Upscale Latinos Highly Driven to Succeed
Upscale Latinos Reflect Core Latino Beliefs about Children
Upscale Latinos Share Many of the Social Values of Upscale Non-Latinos
How Upscale Latinos Manage Their Money
Friends Turn to Upscale Latinos for Financial Advice
Upscale Latinos Highly Interested in Financial News and Information
Upscale Latinos Prime Market for Tax Preparing Services
Online Bill Paying Less Common
Credit Cards Remain Underused
Savings Accounts More Popular than Checking Accounts
Investments Still Scarce
One in Five Upscale Latinos Has $100K+ Life Insurance Policy
Upscale Latino Homeowners and Car Owners Have Less Insurance than Other Upscale Consumers
Overview of Upscale Latino Shoppers
Social Media Engage Upscale Latinos
Social Sites Have Greater Impact on Upscale Latino Consumers
Celebrities Drive Buying Decisions of Upscale Latinos
Ads Have Greater Impact on Upscale Latinos
Upscale Latinos More Likely to Respond to Product Placement
Upscale Latinos Most Likely to Be Frequent Mall Shoppers
Upmarket Retailers Attract Upscale Latinos
Online Shopping Popular among Upscale Latinos
Highlights of Upscale Latino Consumer Behavior I: Fashion, Food and Home
Youthful Looks Vital to Upscale Latinos
Keeping Up with Latest Fashions Has High Priority for Upscale Latinos
Upscale Latinos More Likely to View Themselves as Fashion Trendsetters
Upscale Latinos Place High Priority on Buying New Clothes
Organic and Natural Foods High on Grocery Lists of Upscale Latinos
Upscale Latinos Spend the Most for Groceries
Upscale Latinos Have Greatest Interest in Home Improvement
Upscale Latinos Outspend Other Latinos in Home Furnishing Stores
Highlights of Upscale Latino Consumer Behavior II: Consumer Electronics and Automotive
Upscale Latinos Embrace Technology
Gadgets Engage Upscale Latinos
Upscale Latinos Depend on Computers for Fun
Upscale Latinos as Likely as Other Upscale Consumers to Go Online Often
Online Media Favored by Upscale Latinos
Upscale Latinos Major Cell Phone Customers
Multiple Vehicles Common in Upscale Latino Households
Upscale Latinos More Likely to Choose a Dodge
Upscale Latinos More Likely to Plan Vehicle Purchase in Next Year

Chapter 2 Trends and Opportunities

Market Trends
Upscale Latinos Account for 25% of Latino Consumers
Table 2-1: Number of Upscale vs. Other Latinos, 2011
Number of Upscale Latino Households More than Doubled in Past Decade
Table 2-2: Number of Latino vs. Other Upscale Households, 2000 vs. 2010
Number of Upscale Latinos Keeps Expanding in Face of Decline in Population of Upscale Non-Latinos
Table 2-3: Population of Latino and Other Upscale Consumers, 2007-2011
Table 2-4: Population of Consumers with Household Income of $100,000 or More, 2007-2011
Rising Income Equality Changes Landscape of Latino Market
Table 2-5: Percent of Aggregate Household Income Received by Top 20% and 5% of Households, 1975 vs. 2010, Latino vs. All Households
Upscale Latino Consumers Remain More Confident
Table 2-6: Consumer Confidence Levels of Latino and Other Upscale Consumers, 2008-2011
Upscale Latinos More Optimistic about Their Economic Future
Table 2-7: Perceptions of Financial Well-Being of Latino and Other Upscale Consumers, December 2008-June 2011
Spending on Big-Ticket Items More Likely
Table 2-8: Spending Plans of Latino and Other Upscale Consumers, December 2008-June2011
English-Language Media Important in Upscale Latino Market
Table 2-9: Use of English- and Spanish-Language Media, Upscale vs. Other Latino Consumers
Upscale Latinos Drawn to Suburban Neighborhoods
Marketing Opportunities
Spending Power of Upscale Latino Households Vastly Greater than That of Other Latino Households
Figure 2-1: Average Household Income, Upscale vs. Other Latino Households
Figure 2-2: Upscale Latinos as Percent of All Latino Households and Aggregate Latino Household Income, 2010
Latinos Increasingly Important to Upscale Marketers
Marketers to Affluent Consumers Need to Respond to Unique Profile of Upscale Latinos
Latino Marketing Strategies Segment Upscale Latinos
Upscale Latinos Dominate in Many Categories of Latino Consumer Market
Upscale Latinos Prime Target for Social Media Marketing Strategies in Latino Market
Table 2-10: Opportunities for Marketing on Social Media in Upscale Latino Market
Upscale Latinos Account for 66% of Big Online Spenders in Latino Market
Table 2-11: Highlights of E-Commerce Opportunities in Upscale Latino Market
Frequent Shoppers More Likely to Be Found among Upscale Latinos
Table 2-12: Opportunities Related to Shopping Habits of Upscale Latinos
Upscale Latinos Offer Major Opportunities for Financial Services Industry
Table 2-13: Selected Financial Services Opportunities in Upscale Latino Market
Other Opportunities in Upscale Latino Market Highlighted
Table 2-14: Other Selected Opportunities in Upscale Latino Market

Chapter 3 Overview of the Upscale Latino Market

Current Size and Projected Growth of the Upscale Latino Market
Upscale Latino Households Number Nearly Three Million
Table 3-1: Number of Affluent Latino Households by Amount of Household Income, 2011
Upper Brackets of Upscale Latinos Wield Exceptional Economic Power in Latino Market
Table 3-2: Aggregate Household Income, Upscale vs. Other Latino Households
Table 3-3: Aggregate Household Income of Upscale Latino Households by Level of Household Income
Measuring the Size of the Upscale Latino Market
Exceptional Growth in Upscale Latino Households Expected to Continue
Table 3-4: Growth in Number of Upscale Latino, All Latino and All U.S. Households, 2000 vs. 2010
Table 3-5: Number of Households 2000-2010, Upscale Latino vs. All U.S. Households
Buying Power of Upscale Latinos Projected to Reach $680 Billion in 2016
Table 3-6: Projected Size and Growth of Upscale Latino Consumer Market, 2011-2016
Major Upscale Latino Markets
Los Angeles, New York and Miami Head List of Upscale Latino Markets
Table 3-7: Metropolitan Areas Ranked by Number of Upscale Latino Households, 2010
Washington, D.C. and San Francisco Bay Area Have Highest Concentration of Upscale Latino Households
Table 3-8: Metropolitan Areas Ranked by Upscale Latino Households as Percent of All Latino Households in Metropolitan Area, 2010

Chapter 4 Demographic Profile of Upscale Latinos

Demographic Highlights
Youth Predominates among Upscale Latinos
Table 4-1: Selected Demographic Characteristics, Upscale Latino vs. Other Consumers
Higher Education a Hallmark of Upscale Latinos
Table 4-2: Educational Achievement, Upscale Latino vs. Other Consumers
Full-Time Employment More Common
Table 4-3: Employment Profile, Upscale Latino vs. Other Consumers
Occupational Profile of Upscale Latinos Differs
Table 4-4: Occupational Profile, Upscale Latino vs. Other Consumers
Upscale Latinos Less Likely to Work for Large Corporations
Table 4-5: Employer Profile, Upscale Latino vs. Other Consumers
Figure 4-1: Percent Who Would Like to Set Up Their Own Business, Upscale Latino vs. Other Consumers
Large Households Characteristic of Upscale Latinos
Table 4-6: Marital and Family Status, Upscale Latino vs. Other Consumers
67% of Upscale Latinos Own Their Own Homes
Table 4-7: Homeownership Profile, Upscale Latino vs. Other Consumers
Upscale Latinos Far More Likely to Live in Largest Metro Areas
Table 4-8: Place of Residence, Upscale Latino vs. Other Consumers
Core Cultural Values
Sense of Fatalism Remains among Some Upscale Latinos
Figure 4-2: Percent Believing "There Is Little I Can Do to Change My Life," Upscale Latino vs. Other Consumers
Some Upscale Latinos Continue to Espouse Traditional Values
Table 4-9: Core Cultural Values, Upscale Latino vs. Other Consumers
Upscale Latinos Highly Driven to Succeed
Figure 4-3: Percent Agreeing "I Want to Get to the Very Top of My Career," Upscale Latino vs. Other Consumers
Table 4-10: Attitudes toward Work, Family and Money, Upscale Latino vs. Other Consumers
Upscale Latinos Reflect Core Latino Beliefs about Children
Table 4-11: Attitudes toward Children, Upscale Latino vs. Other Consumers
Social and Political Attitudes
Religion Remains Important to Upscale Latinos
Table 4-12: Attitudes toward Religion, Upscale Latino vs. Other Consumers
Upscale Latinos Share Many of the Social Values of Upscale Non-Latinos
Table 4-13: Social and Political Values, Upscale Latino vs. Other Consumers
Political Participation Remains Relatively Low among Upscale Latinos
Table 4-14: Political Profile, Upscale Latino vs. Other Consumers
Upscale Latinos Less Likely to Be Joiners
Figure 4-4: Percent with Memberships in Any Civic, Religious, Social or Business Organization, Upscale Latino vs. Other Consumers
Charitable Contributions Less Likely
Table 4-15: Charitable Contributions in Last 12 Months, Upscale Latino vs. Other Consumers

Chapter 5 How Upscale Latinos Manage Their Money

Attitudes toward Personal Finances
Upscale Latinos Profess to Be Less Cautious about Money
Table 5-1: Attitudes toward Spending and Saving, Upscale Latino vs. Other Consumers
Friends Turn to Upscale Latinos for Financial Advice
Table 5-2: Perceptions of Personal Financial Management Skills, Upscale Latino vs. Other Consumers
Upscale Latinos Highly Interested in Financial News and Information
Table 5-3: Knowledge of Financial Services, Upscale Latino vs. Other Consumers
Figure 5-1: Went Online in Last 30 Days for Financial Information/Stock Trading, Upscale Latino vs. Other Consumers
Upscale Latinos Less Nervous about Stock Market
Figure 5-2: Percent Who Believe Investing in the Stock Market Is Too Risky, Upscale Latino vs. Other Consumers
Use of Financial Services
Upscale Latinos Express Strong Interest in Financial Services
Table 5-4: Use of Financial Services, Upscale Latino vs. Other Consumers
Upscale Latinos Prime Market for Tax Preparing Services
Figure 5-3: Percent Preferring to Let Professionals Do Their Taxes, Upscale Latino vs. Other Consumers
Table 5-5: How Prepared Tax Return in Last 12 Months, Upscale Latino vs. Other Consumers
Online Bill Paying Less Common
Table 5-6: Method of Paying Bills, Upscale Latino vs. Other Consumers
Figure 5-4: Percent Agreeing "I Always Use Cash to Pay My Bills," Upscale Latino vs. Other Consumers
Debit Cards Popular among Upscale Latinos
Table 5-7: Use of Debit/ATM Cards, Upscale Latino vs. Other Consumers
Credit Cards Remain Underused
Figure 5-5: Percent Having or Using Credit Cards, Upscale Latino vs. Other Consumers
Table 5-8: Use of Credit Cards, Upscale Latino vs. Other Consumers
Savings Accounts More Popular than Checking Accounts
Table 5-9: Banking and Investments, Upscale Latino vs. Other Consumers
Investments Still Scarce
Figure 5-6: Percent Owning Any Investments, Upscale Latino vs. Other Consumers
Table 5-10: Type of Investments Owned, Upscale Latino vs. Other Consumers
New Car Loans More Common among Upscale Latinos
Table 5-11: Type of Loans, Upscale Latino vs. Other Consumers
Ownership of Insurance
One in Five Upscale Latinos Has $100K+ Life Insurance Policy
Table 5-12: Ownership of Life Insurance, Upscale Latino vs. Other Consumers
Stable Employment Allows More Upscale Latinos to Have Health Insurance
Figure 5-7: Percent with Health/Hospital Insurance, Upscale Latino vs. Other Consumers
Table 5-13: Ownership of Health/Hospital Insurance, Upscale Latino vs. Other Consumers
Upscale Latino Homeowners and Car Owners Have Less Insurance
Table 5-14: Property and Vehicle Insurance, Upscale Latino vs. Other Consumers

Chapter 6 Overview of Upscale Latino Shoppers

Impact of Social Media on Upscale Latino Shoppers
Social Media Engage Upscale Latinos
Figure 6-1: Percent Using Social Media, Upscale Latino vs. Other Consumers
Frequent Social Media Users More Prevalent among Upscale Latinos
Table 6-1: Use of Social Media, Upscale Latino vs. Other Consumers
Social Sites Have Greater Impact on Upscale Latino Consumers
Figure 6-2: Percent Who Like to Follow Favorite Brand/Company on Social Sites, Upscale Latino vs. Other Consumers
Table 6-2: Impact of Social Media on Consumer Behavior, Upscale Latino vs. Other Consumers
Factors Influencing Buying Decisions of Upscale Latinos
Upscale Latinos Much More Brand Conscious than Other Latinos but Less So than Other Upscale Consumers
Table 6-3: Brand Awareness and Loyalty, Upscale Latino vs. Other Consumers
Quality Has Higher Priority for Upscale Latinos than Other Latinos
Table 6-4: Importance of Quality in Purchasing Decisions, Upscale Latino vs. Other Consumers
Celebrities Drive Buying Decisions of Upscale Latinos
Table 6-5: Impact of Celebrities on Consumer Behavior, Upscale Latino vs. Other Consumers
Kids Affect Brand Choices of Upscale Latinos
Figure 6-3: Percent Agreeing "My Kids Have a Significant Impact on the Brands I Buy," Upscale Latino vs. Other Consumers
Ads Have Greater Impact on Upscale Latinos
Table 6-6: Attitudes toward Advertising, Upscale Latino vs. Other Consumers
Upscale Latinos Like TV Commercials
Table 6-7: Attitudes toward Television Advertising, Upscale Latino vs. Other Consumers
Upscale Latinos More Likely to Respond to Product Placement
Table 6-8: Effectiveness of Product Placement in Movies, Upscale Latino vs. Other Consumers
Table 6-9: Effectiveness of Product Placement in Television Programs, Upscale Latino vs. Other Consumers
Shopping in Stores
Specialty Stores Attract Upscale Latinos
Table 6-10: Shopping at Specialty Stores, Upscale Latino vs. Other Consumers
Upscale Latinos More Interested in Sales and Bargains
Table 6-11: Impact of Price on Shopping and Buying, Upscale Latino vs. Other Consumers
Incentive Offers Interest Upscale Latinos
Table 6-12: Percent Responding to Incentive Offers by Type of Offer, Upscale Latino vs. Other Consumers
Upscale Latinos Most Likely to Be Frequent Mall Shoppers
Table 6-13: Visits to Shopping Malls and Strip Malls in Last Four Weeks, Upscale Latino vs. Other Consumers
Macy's and Sears Succeed with Upscale Latinos
Table 6-14: Most Popular Discount/Department Stores, Latino vs. Non-Latino Upscale Consumers
Upmarket Retailers Attract Upscale Latinos
Table 6-15: Percent of Latino and Non-Latino Upscale Consumers Shopping at Selected High-End Department Stores in Past Three Months
Internet and Catalog Shopping
Online Shopping Popular among Upscale Latinos
Figure 6-4: Percent Placing Internet Order in Past 12 Months, Upscale Latino vs. Other Consumers
Upscale Latino Consumer Segment Includes Core Group of Big Online Spenders
Table 6-16: Amount Spent on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers
Table 6-17: Items Ordered on the Internet in the Past 12 Months, Upscale Latino vs. Other Consumers
Catalog Shopping Attracts One in Three Upscale Latinos
Figure 6-5: Bought Merchandise from a Catalog in Past 12 Months, Upscale Latino vs. Other Consumers
Table 6-18: Number of Catalog Purchases in Last 12 Months, Upscale Latino vs. Other Consumers
Table 6-19: Type of Merchandise Purchased from Catalog in Last 12 Months, Upscale Latino vs. Other Consumers

Chapter 7 Highlights of Upscale Latino Consumer Behavior I: Fashion, Food and Home

Fashion
Youthful Looks Vital to Upscale Latinos
Figure 7-1: Percent Agreeing "It Is Important to Keep Young-Looking," Upscale Latino vs. Other Consumers
Keeping Up with Latest Fashions Has High Priority for Upscale Latinos
Table 7-1: Attitudes toward Fashion, Upscale Latino vs. Other Consumers
Upscale Latinos More Likely to View Themselves as Fashion Trendsetters
Figure 7-2: Percent Agreeing "I Am First among My Friends to Try New Styles," Upscale Latino vs. Other Consumers
Upscale Latinos Place High Priority on Buying New Clothes
Table 7-2: Attitudes toward Buying Clothes, Upscale Latino vs. Other Consumers
Designer Clothes Get Nod from Upscale Latinos
Table 7-3: Attitudes toward Designer Clothes, Upscale Latino vs. Other Consumers
Watches High on the Shopping List of Upscale Latinos
Table 7-4: Purchase of Watches in Last 12 Months, Upscale Latino vs. Other Consumers
Food at Home
Figure 7-3: Percent Agreeing "The Kitchen Is the Most Important Room in My Home," Upscale Latino vs. Other Consumers
Dieting Less Important
Table 7-5: Attitudes toward Dieting, Upscale Latino vs. Other Consumers
Healthy Eating More Important to Upscale Latinos than to Other Latinos
Table 7-6: Attitudes toward Healthy Eating, Upscale Latino vs. Other Consumers
Gourmet Foods Get Attention of Upscale Latinos
Table 7-7: Meal Choices, Upscale Latino vs. Other Consumers
Organic and Natural Foods High on Grocery Lists of Upscale Latinos
Table 7-8: Priorities When Shopping for Food, Upscale Latino vs. Other Consumers
Upscale Latinos Spend the Most for Groceries
Figure 7-4: Percent Spending $150 or More per Week on Groceries, Upscale Latino vs. Other Consumers
Upscale Latinos More Likely to Fill Up Grocery Carts
Table 7-9: Number of Times Grocery Shopping in Last Four Weeks, Upscale Latino vs. Other Consumers
Home Improvement and Home Furnishings
Upscale Latinos Have Greatest Interest in Home Improvement
Table 7-10: Attitudes toward Home Décor, Upscale Latino vs. Other Consumers
Home Remodeling Captures Attention of Upscale Latinos
Table 7-11: Profile of Home Improvement Activities, Upscale Latino vs. Other Consumers
Table 7-12: Percent Shopping at Home Improvement Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers
Upscale Latinos Outspend Other Latinos in Home Furnishing Stores
Table 7-13: Percent Purchasing Household Furniture and Appliances in Last 12 Months, Upscale Latino vs. Other Consumers
Upscale Latinos Most Likely to Shop at Ikea
Table 7-14: Percent Shopping at Home Furnishing Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers

Chapter 8 Highlights of Upscale Latino Consumer Behavior II: Consumer Electronics and Automotive

Consumer Electronics
Upscale Latinos Embrace Technology
Table 8-1: Attitudes toward Technology, Upscale Latino vs. Other Consumers
Gadgets Engage Upscale Latinos
Table 8-2: Attitudes toward Buying and Owning Electronics, Upscale Latino vs. Other Consumers
Upscale Latinos Are Influencers and Early Adopters
Table 8-3: Influence on Electronics Purchase Decisions of Others, Upscale Latino vs. Other Consumers
Consumer Electronics High on Shopping Lists of Upscale Latinos
Table 8-4: Percent Shopping at Home Electronics and Office Supply/Computer Stores in Last Three Months by Name of Store, Upscale Latino vs. Other Consumers
Table 8-5: Plans for Electronics Purchases, Upscale Latino vs. Other Consumers
Upscale Latinos Depend on Computers for Fun
Figure 8-1: Percent Agreeing "My Computer Is a Primary Source of Fun," Upscale Latino vs. Other Consumers
Upscale Latinos as Likely as Other Upscale Consumers to Go Online Often
Table 8-6: Frequency of Internet Use at Home, Upscale Latino vs. Other Consumers
Online Media Favored by Upscale Latinos
Table 8-7: Online Activities in Last 30 Days, Upscale Latino vs. Other Consumers
Upscale Latinos Major Cell Phone Customers
Table 8-8: Cell Phone Ownership, Upscale Latino vs. Other Consumers
Automotive
Multiple Vehicles Common in Upscale Latino Households
Table 8-9: Number of Vehicles in Household, Upscale Latino vs. Other Consumers
Upscale Latinos More Likely to Choose a Dodge
Table 8-10: Percent of Upscale Consumers Owning Selected Auto Brands, Latino vs. Non- Latino
Upscale Latinos More Likely to Plan Vehicle Purchase in Next Year
Table 8-11: Next Vehicle Purchase, Upscale Latino vs. Other Consumers

Appendix: Addresses of Selected U.S. Latino Market Resources