LATINA POWER SHIFT With a projected buying power expected to reach $1.5 trillion by 2015, Hispanics are a paramount consumer group for marketers, and leading the growth within this group are women. The role of Hispanic women in the U.S. and their strength in numbers, economic contribuNon, purchasing behavior and consumpNon is highlighted in Nielsen’s La#na Power Shi. Report. The modern LaNna is ‘ambicultural’ with the ability to seamlessly transcend between English and Spanish-­‐language – two cultures – giving her a unique posiNon in the consumer landscape. Key highlights from the report include: • 
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LaNnas are expected to become 30% of the total female populaNon, while the non-­‐Hispanic female populaNon is projected to drop to 43%. • 
86% of LaNnas say a woman is the primary shopper in their households. • 
A majority of LaNnas embrace their duality and want to shi\ to the ambicultural. 71% culturally feel more American, and 50% feel more LaNna. The percentage of households with LaNnas 18+ earning more than $75,000 annually increased by 5% over the past 10 years. LATINA CONSUMPTION LEADS MODERN HOUSEHOLDS • 
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Brand recall is 2x as high among LaNnas in Spanish TV compared to English TV. • 
Online LaNnas are more likely than their non-­‐Hispanic White counterparts to own smartphones 77%, 55% respecNvely. • 
LaNnas use their mobile devices for the following: 24% of LaNnas have increased their personal contribuNon to the household and tend to spend their extra money on financial security like: • 
Paying off debt • 
General savings • 
ReNrement savings • 
EducaNon for self • 
A New home • 
LaNnas buy more dry grains and beans; eggs; oils; flour dry mixes, spices; prepared and unprepared meat and seafood, cereals and yogurt than non-­‐Hispanic White females. • 
LaNnas are more likely than non-­‐Hispanics to use personal care and beauty products, not just for themselves but also for men and children. KEEP THE CONVERSATION GOING. www.facebook.com/
nielsencommunity THE CONNECTED LATINA LATINAS ARE KEY DRIVERS OF ECONOMIC POWER • 
73% of Hispanic high school graduates enrolled in college, which for the first Nme surpassed non-­‐Hispanic female enrollment. Follow @NielsenKnows #LaNnaPowerShi\ For more informaNon, please visit www.nielsen.com Copyright © 2014 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. 14/8237 • 
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44% use Apps • 
40% use GPS • 
37% stream audio 15% of LaNnas use mostly Spanish to surf the web and 31% use Spanish and English equally.