Young, Passionate and Tech-Savvy Latina Shoppers Command Bulk of $1 Trillion in Latino Buying Power

Younger than non-Hispanic white shoppers in the U.S. by 10 years, the Latina shopper considers herself passionate, and she "identifies herself with the brands that are trendy, feminine, sexy and fun."

With 19.3 million Latina shoppers in the U.S., they command the bulk of $1.2 trillion in Hispanic purchasing power--a number that is estimated to climb to $1.7 trillion by 2017.

Beauty, electronics, music, tech and fashion preferences vary greatly among product-hungry Latinas; that diversity, their cumilative financial weight and suggested brand loyalty has beckoned marketers. Spanish-language ads have trickled onto the airwaves to catch the eye of female Hispanics; more Latinas than ever own leading roles on sitcoms where they can be direct influencers ("Jane the Virgin" and "Cristela"); and brands have committed new media and full budgets to better understanding Latinas' cultural connection, which outweighs Hispanic Millennials' level of acculturation.

The goods and services needed and desired by Latinas keep them frequenting stores on, at least, a weekly basis. And it's pertinent for marketers to know not only what she, the Latina shopper, is buying, but the method and instinct behind unique shopping trends. The way she shops and where she shops is rooted in her Hispanic culture, but her habits are also shaped by her U.S. experience.

Alejandra Arango, Director of National Media & Blogger Relations at Cricket Wireless, spoke with Latin Post about the top trends driving Latinas' shopping behavior, including their tendency to shop at "big box" stores. Also, as the Hispanic will likely grow to 167 percent from now to 2050, brands are adopting authentic and "hyperlocal" methods of engagement, knowing that this is the best way to attract Latina shoppers.

"In the past, brands categorized the Hispanic market as a niche whose key differentiator was language. Today, brands recognize that marketing to Hispanics is not a matter of language but cultural intelligence. Our research indicates that Cricket's Hispanic customers have a diverse set of values but share one common value -- the importance of staying connected to their family," Arango said. "Understanding their values allows us to connect on an emotional and personal level instead of approaching them with a sales message."

Brands should offer their patrons a "neighborhood feel," according to Arango, and they must recognize and respect the nuances of the Hispanic population. The millennial-age children of Hispanic immigrants are often the purchaser of products within the home, and they are seen as the new mainstream for U.S. Hispanic marketing. This is evident by their social sites dominance and their ability to outweigh their non-Hispanic counterparts when it comes to mobile connectivity. Nearly 66 percent of Hispanic millennials are likely to connect to the web via mobile--building or breaking a reputation at the drop of a tweet and/or making millions of impressions for brands through blogging.

"Latina shoppers over-index on mobile usage, as the mobile device has become the go-to shopping assistant for the modern Latina. [Service providers] offer tested, secure and free apps. Our Cricket Suggests page includes Favado Grocery Sales, Barcode Scanner and Mint, which provide key cost savings and price comparisons," Arango stated.

Everyday purchases and big ticket items are subject to the scrutiny of the Latina shopper, whose decision-making and trend-setting affects multicultural and mainstream marketing. In terms of purchasing, Latinas have proven they are savvy online shoppers, and they believe great value does not have to come at a great expense.

"Latinas are a key driver of economic influence, giving marketers an opportunity to establish new and loyal consumer relationships by acknowledging the needs and following the unique behavior trends of Hispanic women," said Mónica Gil senior vice president, public affairs and government relations, in a public statement.

They search online for coupons, 31 percent use their computers or mobile devices (25 percent use mobile coupons versus 17 percent of non-Hispanics) and they browse the Hispanic aisle and beyond, cooking with a wide variety of products, selecting items that are are healthy and create convenience. But, with or without coupons in hand, Latinas are also three times more likely to shop with their children than non-Hispanic women, creating a legacy of purchasing behaviors.

Nielsen has indicated that Latinas govern decision-making when it comes to food, clothes, pharmaceuticals and beverages, while home electronics and personal electronics seem to be bought evenly between Latinos and Latinas. The Latina Power Shift report published in 2013 indicates that U.S. Hispanic women pilot markets due to strong demographics and an inclination toward success in the U.S. multicultural consumer market, most of which are women who drive holiday sales and boost the number of mobile users.

Brands that truly understand the buying power of Latina shoppers are the ones who are emotionally connected with the demographic. Nearly 70 percent of Latinas own a smartphones, 60 percent consult mobile apps before shopping and 80 percent of the time Latinas are the key decision-maker in the home. For many Latinas, shopping online can be an emotional and involved process, particularly when navigating deals and trends, and engaging friends and family on Facebook, Twitter and Pinterest. When it specifically comes to Mama Latinas, these women not only act as prime influencers but key purchasers.

Arango used the Cricket's Group Savings Plan as an example of savings many Latinas take advantage of. She said the plan offers Latinas five lines for $100 and it provides one easy, affordable bill for the entire family, allowing Latina shoppers to put the savings toward her household needs, adding convenience to her daily routine.

"Big box" stores are frequented as a one-stop destination, saving Latinas a great deal of valuable time and money. Everything from presents, to groceries, to Cricket wireless phones can found at Wal-Mart. And nearly the same can be said of other "big box" outlets, such as K-Mart, Target or Meijer.

Today, the Latina consumer is ambicultural and very much represents both her Hispanic and American culture. Reports show that 89 percent of Latinas feel equally as American as they do Latina. For this reason, it's important that brands appeal to both aspects of their culture.