Study: More Affluent Latinos Entertain Themselves by Shopping, Movies & These Other Activities

Well-heeled Hispanics constitute 12.2 percent of Hispanic earners, and these influences tend to throw about their financial weight a bit more than non-Hispanic affluent spenders.

This segment, which is marked by brand loyalty and mounting spending power, has claimed the attention of marketers, brands and anyone looking to seize a slice of the economic pie. Earning $100K+ per year, affluent Hispanics have pushed many researchers, including Thinknow Research, to examine the interests and spending patterns of the key subdivision.

The findings have shown that going to the movies, shopping and having cable/satellite TV are the top three entertainment activities for affluent Hispanics. For affluent non-Hispanics or non-affluent Hispanics, shopping, having cable/satellite tv and, lastly, going to the movies are the top three entertainment activities.

Findings also showed that playing video games is an activity that's far more enjoyed by affluent Latinos than affluent non-Hispanics. And affluent Hispanics are far more likely to watch different television networks than lesser earning Latinos, except when Telemundo and Univision was concerned. Both, affluent and non-affluent Latinos, thoroughly enjoy both networks.

Affluent Hispanics are likelier to watch much more HBO, History Channel and ESPN than lower-income Latinos. And they're more likely to watch HBO, the History Channel and SyFy than affluent non-Hispanics.

When it comes to sporting, affluent Hispanics are more likely to play sports, follow sports and attend sporting events. This is true of every sport from NFL to NCAA Basketball to tennis to golf. Also, watching all sports, with the exception of NFL, is expressly popular among affluent Hispanics.

High-end brands are more likely to be owned by, or soon to be owned by, affluent Hispanics. Sony, Hanes, Panasonic, Adidas, Dickies, Coach and Hoover are slightly more popular among affluent Hispanics, while Nike and Hanes are more popular among affluent non-Hispanics. When it comes to plans to purchase, affluent Hispanics stated that they were far more likely to spend coin on Nikes (24 percent compared to 12 percent), Adidas (24 percent to 11 percent), Pansonic (26 percent to 14 percent) and Sony (21 percent to 12 percent) than affluent non-Hispanics.

Some other trends among affluent Hispanics: they're more likely to watch YouTube videos (46 percent to 42 percent), entertain friends/family at home (47 percent and 45 percent), visit theme parks (47 percent to 42 percent), have streaming video subscriptions (38 percent to 29 percent), attend live music concerts (45 percent to 35 percent), go to bars/night clubs (27 percent and 19 percent), camping (27 percent to 19 percent), have a gym membership (40 percent to 22 percent), play team sports (23 percent to 15 percent), have satellite radio (25 percent to 21 percent), attend a symphony/orchestra (16 percent to 11 percent) and participate in snow sports (18 percent to 7 percent) than affluent non-Hispanics.

That said, affluent non-Hispanics are more likely to coupon, snorkel/dive, boat/sail and volunteer. Also, affluent non-Hipanics and affluent Hispanics are just as likely to cook, read books, wine taste and garden.