A report released this week by Nielsen titled Latina Powershift says that Latinas are an economic power and may define the next American generation.
The report says U.S. Hispanic women have recently and rapidly surfaced as prominent contributors to the educational, economic, and cultural wellbeing of not only their own ethnicity, but of American society and the consumer marketplace.
The report says the rising Latinas of America are driven both by increasing numbers in society, the workplace and on campus, but they are working to hang on to their Hispanic culture while making strides towards upward mobility and their place in mainstream America.
According to the report:
"Latinas are outpacing Latino males in their educational pursuits and career development, are overwhelmingly the decision-makers in household spending and through their youth and increased incomes have become an attractive consumer segment who is being actively courted."
Economically, Latinas are expanding their purchasing power. They are rapidly catching up with or exceeding Hispanic males and non-Hispanic females in big ticket purchasing (homes and autos) and in the use of financial services.
86 percent of Latinas say they are the primary decision makers in their households making them pivotal to the Hispanic market’s $1.2 trillion in annual buying power.
Latinas are adopting and adapting all types of technology at a higher pace than U.S. females. In significant areas, Latinas are outpacing society in using technology for culturally-centered social networking.
Personal technology has found an ideal fit with Latinas and their propensity to be connected and to communicate with their families.