US Hispanic Consumers: Payment Preferences Report 2025
Hispanic consumers represent one in five people in the US, and the population is forecast to grow at nearly four times the pace of the total from 2020-30.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for Hispanic consumers and payment preferences
- Opportunities
- Position Hispanic consumers as fintech trendsetters by leveraging their leadership in digital payments
- Tap into tech enthusiasm among Northeast Hispanic consumers
- Harness Hispanic cultural collectivism to drive fintech growth
- Empower Hispanic parents to guide financial journeys with cash-back debit and secured cards as stepping stones for their children
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THE MARKET
- Hispanic consumer population size and growth forecast
- Hispanic consumers and the economic outlook
- Market factors
- Hispanic consumers continue to experience significant gaps in banking access and use, which directly influence payment behaviors
- Hispanic and Black consumers lag for traditional investments; shared minority experiences create cross-cultural marketing opportunities
- Graph 1: investment product ownership, by race and ethnicity, 2024
- Respond to Hispanic household income gains with shared solutions for financial success
- Graph 2: median household income (% annual change), by Hispanic population vs all, 2012-24
- Hispanic income growth highlights market potential amid structural barriers
- Graph 3: median household income, by Hispanic origin and vs all, 2024
- Fintech shifts and the Hispanic consumer
- Hispanic consumers: by the numbers
- Hispanic consumers have a greater presence among younger generations, the future of American payments
- Graph 4: distribution of US population, by Hispanic origin, 2020-30
- Graph 5: distribution of US generations, by Hispanic origin, 2025
- Family dynamics of Hispanic households prioritize collective needs
- Leverage regional heritage to unlock Latino financial-brand preferences
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THE CONSUMER
- Financial foundations and payment preferences
- Hispanic consumers are significantly less likely to have bank accounts and credit cards, leading them to alternative payment methods
- Hispanic consumers are significantly less likely than the average to have bank accounts and credit cards, leading them to alternative payment methods
- Graph 6: financial products, by Hispanic vs all, 2025
- Brands should offer tools that go beyond personal use and empower Hispanic consumers to teach others
- Key target groups: bank account holders and personal loans
- Prepaid cards show a shift in financial habits and trust, opening new market doors
- Guide to understanding regional Hispanic payment choices and how to respond
- Aligning payment messaging with regional heritage touchpoints makes payment preference strategies authentic and effective
- Graph 7: Hispanic consumers – most commonly picked payment method by purchase type, by US region, 2025
- Spotlight on credit and debit cards
- Debit is the backbone of everyday payments – brands must build confidence in credit without disrupting the debit-first reality
- Debit and credit are in close competition for online purchases; debit wins for in-store and credit for larger purchases
- Graph 8: Hispanic consumers – most common payment methods used, by purchase type, 2025
- Compared to all consumers, Hispanic consumers prefer low-commitment payment methods
- Graph 9: Hispanic consumers – most common payment methods used, by select purchase type – % more/less likely vs the average, 2025
- Hispanic consumers don’t avoid credit because they love cash and debit; they face other barriers like qualification and confidence
- Graph 10: reasons for not having a credit card, by Hispanic vs all, 2025
- Clarify benefits and trustworthiness of credit cards to overcome Hispanic parents’ hesitancy toward ownership
- Graph 11: Hispanic consumers – reasons for not having a credit card, by parental status, 2025
- Graph 12: Hispanic consumers – payment attitudes and behaviors, by parental status, 2025
- Speaking to both the credit-building and monetary rewards of secured credit cards addresses some reluctance toward credit card ownership
- Turn Hispanic credit card aspiration into action
- Reframe credit from perceived luxury to empowered premium
- Fintech shifts Hispanic payment preferences
- Hispanic consumers are more tech-forward in their approach to payments, creating opportunity for traditional brands to expand into digital
- Graph 13: behaviors and attitudes toward digital payment methods – agree, by Hispanic vs all, 2025
- Hispanic consumers value authentic, genuine real-time interaction over polished or scripted content
- Graph 14: Hispanic consumers – behaviors and attitudes toward digital payment methods – agree, by daily visitors to select social media platforms, 2025
- Deliver digital and cross-border solutions for younger, Hispanic consumers, while guiding cash-comfortable Hispanics to digital payments
- Graph 15: Hispanic consumers – habits, behaviors and attitudes toward payment methods, by demographic, 2025
- Spotlight on digital wallets
- Digital wallet payment systems fit Hispanic consumers’ mobile behaviors and need for control
- Digital wallets are seen as convenient, but security is in question
- Graph 16: attitudes toward digital wallets, by Hispanic vs all, 2024-25
- Graph 17: digital wallet usage behaviors, by Hispanic vs all, 2024-25
- Focus on trust and simplicity to win Hispanic digital wallet users
- Graph 18: Hispanic consumers – count of types of digital wallet payment systems used in the past year, 2025
- PayPal maintains its first-to-market advantage; Zelle and Cash App vie for second place, while tech brands’ digital ecosystems make them competitive up-and-comers
- Graph 19: digital wallet payment systems used in the past year, by Hispanic vs all, 2024-25
- Becoming a preferred digital wallet means pairing trust with habits and localized tech realities
- Graph 20: Hispanic consumers – digital wallet payment systems used in the past year, by generation, 2025
- Graph 21: Hispanic consumers – digital wallet payment systems used in the past year, by region, 2025
- A preference for digital wallets isn’t about financial capability – it’s about perceived relevance – brands must reframe value
- Use functional, bilingual-friendly naming to build trust and drive wallet adoption and use
- Inspire Hispanic singles and potentially gain their loyalty
- Spotlight on BNPL
- Opportunity for more education around BNPL
- Graph 22: attitudes toward BNPL, by Hispanic vs all, 2025
- Beyond a payment method: BNPL can be strategic marketing and loyalty tool
- BNPL can be positioned as a budgeting aid to help contend with rising costs
- Graph 23: use of BNPL, by Hispanic vs all, 2025
- Beyond a payment method: BNPL can be strategic marketing and loyalty tool
- Graph 24: Hispanic consumers – select attitudes and behaviors toward BNPL, by generation, 2025
- Tailor BNPL strategies by addressing distinct motivations among Hispanic consumers of Mexican and Caribbean origins
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PRODUCT, INNOVATION AND MARKETING
- Experian’s Big Financial Friend “BFF” campaign drives innovation by combining social impact, cultural relevance and accessible financial tools
- First-ever Spanglish campaign from Experian shows how Hispanics are not alone in the financial building process
- Kiwi expands digital financial tools for underbanked US Hispanic consumers
- Kiwi resonates with Hispanic consumers: Spanish. simple. instant.
- No strings attached banking giving rewards without commitment: the SoFi Smart Card is a payment innovation for all
- Innovations like Mission Valley Bank Mastercard business debit card can empower Hispanic small-business owners with family-driven solutions
- The uLinkcard enables users to send money abroad with no card fee and fast delivery, making it easier for Hispanics to support family
- Rewarding everyday remittances: uLink’s spin-to-win promo connects family and self
- The Klarna crypto wallet: fintech future
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APPENDIX
- Report scope
- The consumer
- Consumer research questions
- Consumer research methodology
- Index calculation
- Repertoire analysis methodology
- CHAID analysis methodology
- Behavioral finance shaping Hispanic payment preferences
- Generation groups
- Abbreviations and terms
Hispanic consumers are leading US digital payment adoption, driven by their mobile-first behaviors and trust in convenient, non-traditional banking options.
Ricardo Silva, Research Analyst
Hispanic consumers represent one in five people in the US, and the population is forecast to grow at nearly four times the pace of the total from 2020-30. This youthful, family‑oriented cohort’s rapid expansion helps shape the future of payments. Hispanics are already leading the way in digital adoption.
For the industry, the implications are immediate. Debit cards dominate Hispanic payment behavior, accounting for more than 30% of online purchases. This challenges issuers to monetize low‑fee rails while maintaining trust and transparency. Meanwhile, income squeezes from inflation and the rollback of student loan forgiveness are eroding disposable income, limiting flexibility and heightening reliance on predictable, low‑commitment tools like debit, prepaid cards and BNPL.
Looking ahead, the greatest opportunity lies in culturally tailored digital wallets and hybrid card solutions that transform trust into multi‑product loyalty. By embedding family‑centric features, collective budgeting tools and bilingual storytelling, brands can align with Hispanic values, while future‑proofing offerings through BNPL and crypto integrations. Done right, these innovations will not only meet immediate financial needs, but also build enduring relationships with a segment that is driving trends in the next era of American payments.
This report looks at the following areas:
- Hispanic population growth and impact on future US payments
- How banking access drives payment preferences
- Mobile-first behavior leading to digital wallet adoption
- Trust cultivated through family and community word-of-mouth
- Economic/policy pressures fueling demand for predictable, low-commitment tools like prepaid and BNPL
- Regional and heritage differences shaping payment preferences
- Above-average openness to fintech, crypto and hybrid payment innovations
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