The U.S. Latino Prosumer Study.

A study of U.S. Latinos released (“The U.S. Latino Prosumer Study”) by Euro RSCG Worldwide identified consumer trends taking place among this growing and increasingly influential population, while also gaining a better understanding of their perceptions and current attitudes. This research was conducted by Euro RSCG Worldwide in conjunction with the launch of Euro RSCG Latino in the United States.

The U.S. Latino Prosumer Study covered culture and integration, language, media, family life, personal relationships, self-presentation, work and money, health and fitness, political views, advertising, and shopping, owning, and branding. It focused primarily on the differences in attitudes and behaviors between mainstream Latino consumers and those respondents identified as “Prosumers”-proactive, information-empowered, influential Latino men and women whose behaviors often indicate future consumer trends.

“Euro RSCG Latino is committed to knowing not only where Latinos are coming from but where they are going-culturally, economically, and socially,” said Douglas Patricio, Managing Director of Euro RSCG Latino. “Therefore, understanding prosumers is key, and successful marketing to this unique group requires ‘glocal’ thinking, combining global brand consistency with a regional feel and local relevance. Thought leadership in the realm of Latino learning is something in which we will continue to invest.”

Major findings from the study include:

Work & Money

— Respondents in the Latino sample are more affluent than the U.S. Latino average; nevertheless, 75% agreed with the statement “I often worry about money.” Latina women drive this high level of money fears: 81% worry about money, significantly more than the 69% of Latino men surveyed.

Media & Advertising

— Daily newspapers are facing a lot of competition from other sources of information and opinions, but for the moment they still lead when it comes to trust. One quarter of the Latinos surveyed believe their daily paper is the most trusted media outlet. But it is top for a higher proportion of consumers than Prosumers-27% vs. 22%. This suggests a downward trend.

Health & Fitness

— Latinos present something of a paradox on health matters: They rate themselves as health-aware, mindful of nutrition, and enjoying healthier and more balanced diets than their parents. Yet most are less physically active than they used to be-especially the women-and they don’t seem to be doing much about it. 81% of the sample agreed with the statement “I am much more aware of the nutritional/health value of the food I eat than I used to be” (compared to 66% of the Prosumer Benchmark Study among the general market), but 52% agreed with the statement “I am less physically active than I was 10 years ago.”

The U.S. Latino Prosumer Study was conducted in July 2003 by Euro RSCG Latino, a newly formed unit of Euro RSCG Worldwide, and conducted by Market Probe International, exploring a sample of 500 relatively upscale U.S. Latinos online.