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Latinos Over 50 Growing in Number and Influence: Nielsen

by Juan Castillo /

Make some room in the media spotlight, youngsters. A new report has found more reasons to respect your Latino elders. And they have nothing to do with the threat of a chancla flung in your direction.

According to a study by the Nielsen market measurement agency, while younger generations of Latinos might be grabbing the bulk of media attention, it is Latinos over the age of 50 who are responsible for much of the Latino population explosion, influence and power in the U.S. today.

From 2005 to 2013, the percentage of households headed by Hispanics 50 to 69 and making more than $100,000 annually increased from 14 percent to 20 percent, the report found.

“Hispanics over the age of 50 have not aged out, but are aging up with an influence that extends to multiple generations. These are the original innovators, unsung influencers and true pioneers who laid the groundwork for the booming economic force that Latino consumers represent today,” Luis A. Miranda, Jr., a member of the Nielsen External Hispanic/Latino Advisory Council, said in a statement.

The Nielsen study, “The New American Vanguard: Latinos 50 +: Healthy, Wealthy and Wise,” found that Latinos 50 and older are thriving financially, growing in numbers and influence and playing a key role in the buying decisions of several generations.

From 2005 to 2013, the percentage of households headed by Hispanics 50 to 69 and making more than $100,000 annually increased from 14 percent to 20 percent, the report found.

Nielsen said the study offers insights into “one of the most influential, multicultural consumer segments in the U.S. mainstream.”

Among some findings in the Nielsen report:

--- Hispanics are living longer, with a life expectancy of 83.5 years, compared to 78.7 for non-Hispanic whites.

--- Latinos 50 and over represent 10 percent of their age group in the U.S. and are expected to grow to 42 million, or 24 percent, by 2060.

--- Latinos over 50 shop “más.” Power shoppers, they buy more frequently than non-Hispanic whites in nearly 75 percent of all fast-moving major consumer goods departments, and they make more trips to the store than non-Hispanic whites.

--- Buying and shopping choices are communal decisions led by older Hispanics.

-- Colgate or Crest? Latinos 50 and over are brand loyal, providing a model for the spending habits of younger generations.

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