American Latinas (Hispanic women) are increasingly well-educated, progressing financially and influencing mainstream buying behaviour, according to a new report from global market research company Nielsen. Highlights include:  

• Latina Ascent: US Hispanic women are entering the workforce in increasing numbers. Over the last five years, the number of female majority-owned firms in America rose by 27%, while Latina majority-owned firms grew by 87%. In the same period, the number of Hispanic male majority-owned firms increased by 39%.

• Culturally Proud: Connection to their culture and language is vital for US Latinas. While only 34% are born outside the country, around three-quarters (74%) speak a language other than English at home. Although four-fifths (81%) speak English well, 95% of foreign-born Hispanic women and 59% of those born in the US speak at least some Spanish at home.

• Influencing Purchases: Latinas hold sway over purchasing decisions, with 40% of Hispanic women saying that people often seek their advice before buying something. Their children have the power when it comes to the purchases they make: 51% agree their kids have a significant impact on the brands they choose.

• Choosing Singledom: Latina marriage rates in the US are low, with many women opting to marry later or not at all. Those born in America are less likely to get married than their foreign-born peers. Around one-quarter (24%) of US-born female Hispanic millennials (aged 18 to 34) have married, compared to 44% of those born elsewhere.

For more insights on bicultural Hispanic consumers, see Culture Guardians and Hispanicize 2016.