20151012-尼尔森-The_New_American_Vanguard_Latinos_50+_are_Healthy,_Wealthy_and_Wise_52页_6mb

报告总结：Latinos 50+: Healthy, Wealthy and WISE

The 2015 report identifies the Latino 50+ population as a powerful consumer segment that is reshaping the U.S. market. By 2060, they are projected to grow to 42 million, representing 24% of the total population. Key points include:

Key Findings

• Population & Influence: Latinos 50+ (11 million as of 2015) are foreign-born at a high rate (56%),
  influencing family and community dynamics. They exhibit bilingual skills and strong cultural traditions,
  contributing to "culture sustainability."

• Economic Power: Their household income has grown significantly; many head multigenerational households,
  making them key decision-makers. Income disparity with younger Hispanics exists, but
  significant growth occurs across income brackets.

• Consumer Behavior: They shop frequently (up to 2x non-Hispanic Whites in 75% of major departments),
  prioritize brand loyalty and trustworthiness. Health-conscious, they prefer organic foods and natural ingredients.

• Media Consumption: Heavy traditional media users, watching 2x the average TV (230 hrs/month for Greatest
  Generation) and spending considerable radio time. Digital adoption is rapid, especially mobile usage (smartphones,
  apps) driven by younger household members.

• Political Influence: High voter turnout (60% of eligible 65+ Latinos in 2012) that increases with age.
  They support family values and work within the American political system.

Recommendations

Marketing strategies targeting this demographic should focus on bilingual/English media, mobile platforms, quality brands,
health products, and culturally relevant content.