Nearly half of New Generation Latinos want more bilingual/bicultural content

Recent research findings from The Maximo Report, a new study co-sponsored by Tr3s, and conducted by Motivo Insights and the New Generation Latino Consortium (NGLC) uncovers insights into the growing young, bicultural Latino.

The report looks at New Generation Latinos (NGLs): 14-34 year old Latinos, both U.S. and foreign-borns that have lived in the U.S. for 15 years or more. 

The report reveals nearly 50 percent of NGLs seek more bilingual/bicultural programming and over 30 percent look for ‘mainstream’ English-only content. NGLs hunger for more bi-lingual, bi-cultural programming, specifically content where “they are the star,” “their lives, entertainment interests and issues are authentically represented,” and “their American and Latino sides meet.”

Some key findings

• NGLs are language neutral regarding TV content, but do want to see themselves and their dual culture lifestyle in the U.S. represented.
• NGLs are mashing up aspects of different cultures to fuel the growth of the “Urban Latino” movement. They organically mix traditional Latino values with those of today’s hip-hop influenced urban culture to create new urban Latino expressions.
• The U.S. recession affects today’s consumers, regardless of race or ethnicity. However, many NGLs feel they are better equipped to deal with today’s recession compared to Caucasians. This is mostly due to culturally based realities that give NGLs a slightly different perspective on finances.
• Word-of-mouth is a vital tool that NGLs use to discover new brands and products, and the majority of them have learned of a new brand or product via social media.
• For NGLs, peer-to-peer recommendations are highly valued and sought after.  Whether it be in-person or virtual, NGLs are leveraging their vast social networks to spread the word (positive or negative) about brands.
• NGLs are blending the Latino and “mainstream” American aspects of their identity routinely and frequently. In fact, more than 7 of 10 NGLs think that seeing an English language commercial on Spanish language TV is a good thing.
• Cultural representation in ads is very important to today’s NGL. They want to see themselves reflected in marketing that targets them, but it’s not an “all Latino or nothing” solution.
• The bi-cultural experience that NGLs encounter helps shape how they view their role in U.S. society. They have a different “value set” than their Caucasian counterparts that gives them unique attitudes and opinions on education, their career, finances, and much more.
• NGLs are seeking out “in-culture.” Just like they live much of their daily lives, NGLs want to have media and programming options that reflect the various aspects of their identity, regardless of language. In fact, when asked which type of content they want more of, “in-culture” content was #1.

Source: NGLC & Motivo Insights, “The Maximo Report” 2011, June 22, 2011

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