Posts Tagged: young latinos
Nearly half of New Generation Latinos want more bilingual/bicultural content
![NGLs NGLs](http://ucanr.org/blogs/LatinoBriefs/blogfiles/7647.jpg)
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
Results of 'Generation YLA' study
The "GenYLA" study looks at the current state of Young Latino Americans (YLAS), ages 18-34, and one of the fastest growing and increasingly important segments of the population. The research was conducted by the Telemundo Communications Group.
![GenerationYLA GenerationYLA](http://ucanr.org/blogs/LatinoBriefs/blogfiles/6364.jpg)
Some of the study key findings include:
- YLAS are highly maintaining their culture and heritage while still embracing their American Lifestyle.
- YLAS love being bi-cultural. More than one third of YLAS self-identified themselves as both Hispanic and American, identifying with both cultures equally the same. At the other end of the spectrum, only 2 percent felt more American than Hispanic. YLAS are in the midst of a retro-acculturation explosion. Because of the YLAS strong pride in their homeland and country of origin, this generation is re-discovering their heritage and is experiencing a Latino re-awakening. YLAS are going from George…to Jorge.
- For YLAS it is easy to toggle in and out of both the Hispanic and American cultures.
- YLAS live in a cultural fluid environment. YLAS best describe their closest group of friends an EQUAL mix of Latino and American,
- YLAS have no language boundaries or barriers.
- YLAS language mobility greatly depends on the place or situation they are in - they are chameleons in their space - they control it and they like it! At home, where the TVs are on, and with family - a larger percent choose to speak Spanish (39 percent at home, 55 percent with family); while at work (74 percent) and school (79 percent) the preference was English. Last but not least, among their friends, YLAs practice a mix of ‘Spanglish’.
- YLAS are the always-connected generation.
- YLAS are multi-taskers. YLAS are always consuming high levels of anything technological: 94 percent have access to the Internet at home; 84 percent have high-speed internet; and 87 percent stream video content, with another 73 percent that listen to music on the internet. Laptop ownership has taken precedence over desktop, with 73 percent that own a PC or a Mac.
- With a huge strength in mobile usage, a high percent (87 percent) of YLAS cannot live without it. YLAS are great multi-taskers as many of the activities they focus on are also centered among an online environment.
Source: Portada, “Telemundo Study: More than a Third of Young Latinos Identify as both Hispanic and American,” February 15, 2011.