Latinum Network Launches the First of its Kind Quarterly Hispanic Economic Sentiment Tracker

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Tracker Results Unveiled at NBCUniversal Telemundo Enterprises Launch, for “Tu Dinero Es Tu Futuro”, its Financial Literacy Campaign.

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With its continued objective to enable major corporations to better serve, engage, and activate multicultural consumers, The Latinum Network is rolling out a series of new innovative data-driven tools, the first of which is the Latinum Hispanic Economic Sentiment Tracker.

This new quarterly instrument tracks how Hispanics across the acculturation spectrum view their own personal economic situation and that of the U.S. economy at large. There is data available since Q1 of 2014, which allows for six distinct comparative reads. The results of this tracker was unveiled today at the launch of NBCUniversal Telemundo Enterprises financial literacy campaign “Tu Dinero Es Tu Futuro.”

"Today's U.S. Hispanics are an influential piece of the American economy with $1.3 trillion in purchasing power," said Jacqueline Hernandez, CMO, NBCUniversal Telemundo Enterprises. "We applaud Latinum on their quarterly Hispanic Economic Sentiment Tracker to get the pulse on this powerful demographic."

“The US Hispanic segment constitutes the demographic driving force that is fueling this country’s growth,” said David Wellisch, Latinum Network Co-Founder and CEO. “Better understanding how this consumer segment is perceiving its economic situation and how that aligns with its overall spend behavior is an important predictive indicator of the country’s future economic health.”

Some of the key Tracker findings include:

  •     Hispanic sentiment towards the U.S. economy has risen 25 basis points since Q1 2014, and has consistently improved each of the past 6 quarters.
  •     Un-acculturated (112 index) and bicultural (113 index) Hispanics are more optimistic about macro-economic trends than acculturated (92 index) Hispanics (Q2 2015).
  •     From Q1 to Q2 2015, views of the economy at large have improved significantly. The percentage of Hispanics who think that the U.S. economy is “good” has increased by 5.0%, while the percentage of those who think it is only “fair” has decreased by 7.8%.
  •     Household (personal) finances amongst Hispanics improved at a slower rate, 16 basis points higher, since Q1 2014.
  •     Education is a key indicator of personal economic stability for Hispanics. 58.6% of Hispanics with 4-year college degrees currently describe their personal household economic situation as “good” or “excellent” vs. 39.5% of Hispanics with lower education levels (Q2 2015).    
  •     General spending habits have increased overall: 41.8% of Hispanics say they are spending “more” than they were three months ago, 38.2% say “about the same”, and 20.0% say “less” (Q2 2015).
  •     Fewer Hispanics are planning to make big purchases in the next month ($500 or more) as we’ve seen a 7.7% decrease since Q1 2014, and a 4.4% decline in the most recent quarter.


ABOUT LATINUM NETWORK: Latinum Network is the premier member-based advisory company dedicated to helping brands succeed in the multicultural economy. Founded in 2009, the Company’s mission is to enhance members’ ability to drive growth and measurable ROI from multicultural audiences via actionable insights, business analytics, proven strategies, data and tools. Latinum currently supports nearly 100 distinct corporations, and over 250 brands. Proprietary solutions include VozLatinum, a bilingual online community used to support both network-wide and custom client research; and Latinum’s Digital Platform that provides clients with proprietary syndicated research, actionable category-level insights, online tools and best practices.

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