The research, which surveyed 2,600 respondents, identified the Afro-Latino population as a distinct segment for the first time. Analysts previously struggled to categorize these consumers within existing Hispanic or Black datasets, as their behavior consistently fell outside those models. While they lead in the use of tools like Gemini, 58% of these consumers live in households with children and prioritize home-centered leisure, creating a profile that is both digitally advanced and culturally traditional.

David Mesas, Head of Multicultural Markets at Refuel Agency, noted that these audiences exhibit habits that neither Hispanic nor Black datasets can fully explain. The study highlights that brands often miscalculate this group, assuming that aggressive online research precedes brand switching. In reality, Afro-Latino consumers are among the most loyal, often sticking with their chosen products despite heavy digital evaluation. Furthermore, the findings show that Hispanic and Afro-Latino respondents share a higher likelihood to rent and lower rates of single-person homeownership, a trend with significant implications for financial services and retail planning. Refuel intends to use these findings to refine its proprietary audience AI models for more precise campaign targeting.