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In the run-up to Hispanic Heritage Month, on Tuesday Nielsen released a new report about U.S. Latinas, citing this growing demographic “is outpacing the rest of the nation” when it comes to social media use, cultural affinity and setting new standards of “community, beauty and style.”

The report, called Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward, included several findings about the 28 million Latinas Nielsen says now live in this country:

  • Latinas in the U.S. represent 17% of the nation’s total female population. From 2005 through 2015, the U.S. Latina population grew by 37%.
  • The average age of U.S. Latinas is 31 years old.
  • 34% of U.S. Latinas were born outside the country.
  • 74% of U.S. Latinas over the age of five speak a language other than English at.
  • 74% of U.S. Latina high school graduates enrolled immediately in college between 2013 and 2015
  • The percentage of U.s. Latinas with Bachelor’s degrees increased from 21% in 2005 to 25% in 2015.
  • Between 2007 and 2012, the number of U.S. Latina-owned businesses grew by 87%.
  • There are now 1.5 million business owned by U.S. Latinas, with $78.7 billion in sales.
  • U.S. Latinas are significantly more likely than non-Latina white women to use social networking sites.

You can read the full report from Nielsen here: