Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

New Generations of Hispanics Reshaping Ad Preferences

March 26, 2012
  |  5,174 views

Second- and third-generation Hispanics—American-born and English speaking—now account for the majority (60%) of the nation's Hispanic population, according to a new study by Yahoo.

Proud of their ethnicity, such later-generation Hispanics are sensitive to the media's portrayal of their ethnicity, but they are far less likely to seek out content tied to ethnicity or language.

However, among first-generation Hispanics, who account for 40% of the US Hispanic population, ethnic identity and language cues play a bigger role in advertising preferences. 

Below, additional findings from a survey of 2,200 Hispanics in the US by Research & Insights at Yahoo.

Ethnic Identity Is Important to All Hispanics 


Ethnicity is an important part of the past and the present for both first-generation and later-generation Hispanics:

  • 62% of later-generation Hispanics say their ethnicity is a significant part of their identity, as do 72% of first-generation Hispanics. 
  • 79% of later-generation Hispanics say they are proud of their ethnic identity, as do 78% of first-generation Hispanics.

Connecting With Ethnicity

However, later-generation Hispanics are less inclined to connect with and share their ethnicity: 

  • 29% of later-generation Hispanics say they feel less in touch with their ethnic identity than when growing up, compared with 57% of first-generation Hispanics who say the same.
  • 29% of later-generation Hispanics say they try hard to expose those around them to their ethnic background, compared with 67% of first-generation Hispanics.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!