Brief Descriptions of all Hispanic Segments

Raúl y Cristina

Professional Couples
Educated, dual-income, childless couples who have connoisseur tastes, enjoy the latest in fashion and hi-tech, and focus on staying fit and building their portfolio.

31

$78,000

848K
6.8%

Manuel y Beatriz

Affluent Grandparents
Successful, dual-income couples who are financially secure and enjoy upscale activities, lots of travel and doting on their grandchildren.

62

$73,000

315K
2.5%

Enrique y Lorna

Upper Middle-Class Couples
With their children grown, these dual-income, bilingual couples spend their time traveling, stayin healthy and just enjoying life.

53

$58,000

467K
3.8%

Luis y Maria

Families with Teenagers
Middle-aged, moderate-income families whose teen-dominated households keep busy with sports, electronics and school activities.

38

$48,000

1,414K
11.4%

Jorge y Susana

Elementary School Families
Moderate-income families with pre-adolescent kids who keep them very busy. Home, school and family are important themes in these households where board games and trips to the zoo are regular family outings.

36

$44,000

854K
6.9%

Eduardo y Ana

Young Families
Families with younger, career-minded parents, whose kids affect what they buy and how they spend their free time. At home, they frequently speak Spanish.

31

$40,000

1,595K
12.8%

Rodolfo y Juanita

Multi-Generational Families
Less-educated, lower-income, conservative grandparents and older parents whose lives revolve around family, traditional values and little indulgences for their kids.

57

$37,000

461K
3.7%

Jose y Cecilia

Working-Class Couples
Working couples with "can do" attitudes who are involved in their church and labor union. They stay young with sports and exercise and like hands-on activities like gardening and home improvements.

47

$32,000

349K
2.8%

Domingo y Silvia

Modest-Income Grandparents
Older, less-educated couples with modest incomes, who are active in church, conservative with their finances, dote on their grandchildren and speak mostly Spanish at home.

67

$19,000

631K
5.1%

Isabel

Savvy Career Women
Childless, well-acculturated fashion-conscious professionals who are pursuing careers, sophisticated tastes and fitness.

28

$62,000

522K
4.2%

Andrea

Educated Career-Oriented Moms
Better-educated, single mothers who juggle their jobs with the demands of parenthood.

38

$59,000

485K
3.9%

Alejandra

Young Social Latinas
Young, social Latinas who are into fitness and fashion and passionate about their friends, music and their Hispanic heritage. Most are bilingual.

23

$20,000

208K
1.7%

Leticia

Low-Income Single Women
Low-income, working women who struggle to make ends meet. They rely on their friends for support and many have a strong sense of spirituality.

43

$19,000

186K
1.5%

Sofía

Single Moms Just Getting By
Less-educated, single mothers with modest incomes who know how to make the most of every penny. They shop for bargains and look to the park or beach for inexpensive family entertainment.

33

$17,000

1,140K
9.2%

Inés

Fixed-Income Grandmothers
Older, single women who spend lots of time with their grandchildren, improving their home and religious reading.

66

$15,000

681K
5.5%

Felipe

Career-Oriented Single Guys
Educated, career-oriented, fitness-minded single men with busy lifestyles who enjoy designer clothing, cars and high-tech gadgets.

36

$67,000

683K
5.5%

Pablo

Young Latinos
Less-educated, single Latino guys who enjoy living on the edge. They're into sports, cool cars, music and electronics. They share their homes with other adults and at least one child.

29

$38,000

962K
7.8%

Octavio

Older Gentlemen
Mature men who are approaching or enjoying retirement; they like to fish, stay fit and be social.

52

$28,000

451K
3.6%

Miguel

Latinos with Roommates
Less-educated, single Latinos with roommates. Often manual laborers, these guys care about getting ahead in life. Many are foreign born and are still strongly connected to their homelands.

26

$18,000

163K
1.3%