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Young Latinos
Erik Sass recently wrote in Media Post about the results of a survey of young Latinos, ages 14-34, conducted by Motivo Insights and the New Generation Latino Consortium. It showed that the young people surveyed don’t have a preference when it comes to the language of their media consumption, rather, they like seeing the media “portraying people resembling themselves in terms of ethnicity and lifestyle.”
I think that one point is key to understanding why: Although they claim to be language neutral, Latinos have consistently consumed media in Spanish in the U.S. While they may quibble with the quality of the programming on Spanish TV, they still watch it, even if they don’t know Spanish; Spanish-language television is simply where they can see people who look, talk and act like them. The survey showed that young Latinos want to see programming where “their American and Latino sides meet.” Those working in the media and marketing fields should take note: young Hispanics are English-dominant, and want to see themselves reflected in the TV shows they watch.
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