This post is also available in: Spanish
Young Hispanics
In MediaPost, Jose Villa applies both some anecdotal observations from the L.A. Zoo, as well as some analysis of Census data to support his thesis that, when marketers analyze the newest info from the 2010 Census, the number to focus on is not 50 million, but rather 60 percent. Specifically, he says that instead of just noting that there are 50.5 million Hispanics in the U.S., it is remarkable to note that 62 percent of U.S. Hispanics were born in the U.S.. This has far-ranging implications for those looking to market to this segment.
Villa discusses a recent family outing to the L.A. Zoo, where he observed that most conversations among the Hispanics were in Spanish-accented English. Marketers will no longer be targeting a predominantly immigrant population, but rather a mostly acculturated, young, English-dominant Hispanic market. We will most likely see less Spanish-language ads running on Spanish-language media, and more advertising targeting the young, hip Hispanic consumer. I agree with Villa in this sense, but wouldn’t discount the power of Spanish-language advertising to reach Hispanics of any age, especially as many families recognize the importance of bilingualism and of maintaining their linguistic ties to their homelands (as the publishers of Spanglish Baby and Mama Latina Tips do).
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