One of my New Year's resolutions was to re-learn Spanish (I was fluent when I graduated from university). I've made very little progress, but this week I'm having an initial meeting with a Spanish tutor in an effort to kick-start my education!
The current (July/August) issue of Fast Company features a Fast Talk feature entitled Latin Lovers which Hispanic marketing experts and their some of their successes. It's fascinating and covers brands such as Southwest Airlines, JC Penney, Podsport, Telemundo and L'Oreal.
The current (July/August) issue of Fast Company features a Fast Talk feature entitled Latin Lovers which Hispanic marketing experts and their some of their successes. It's fascinating and covers brands such as Southwest Airlines, JC Penney, Podsport, Telemundo and L'Oreal.
Earlier this year, I attended a NBC Universal Series entitled "The Changing Face of the America Consumer", which left me thinking that my New Year's resolution was even more timely than most. For those of us who follow the trends in diversity, the rising figures come as little surprise. And yet, with Raul Cisneros of the US Census Bureau presented the latest census results, it make me want to learn more - and anyone can by going to the Census website. The "redistricting data" is particularly interesting as it shows what's changing state-by-state. Texas data was released at the time of the NBCU event which showed a nearly 42% increase in Hispanic or Latino population in the last 10 years. The Census newsroom also is a great source for stats and data points - apparently some 250 billion pieces of information!
Cisneros reported overall that in 2010, the American population comprised 50 million Hispanics of which 12 million were between 20-34 years old. By 2050, the figures will rise to 133 million and 30 million respectively. In 2009, one in five Americans born were Hispanic.
Perhaps more interesting though is how today's American Hispanic consumes media. Jackie Hernandez, COO of Telemundo Communications Group, followed Cisneros with an impressive presentation on GYLA (Generation Young Latino Americans) based on research undertaken by NBCU. Statistically, 62% of Hispanics are now born in the US, and one-half of Hispanics in the US are under 25 years old. By 2020, 66% of American teens will be Hispanic.
More importantly though is how they consumer their media. Language is fluid - 70% use "Spanglish"; 74% speak both Spanish and English with very few speaking only one language - 15% only English and 11% only Spanish. GYLAs are a blended generation and consume their media accordingly, with the largest share going to Spanish broadcast (35%) and English cable (31% - with a high density in sports content).
So while I'll be just find sticking to English, I can definitely see the merit in getting back into Spanish from a marketing perspective!
Cisneros reported overall that in 2010, the American population comprised 50 million Hispanics of which 12 million were between 20-34 years old. By 2050, the figures will rise to 133 million and 30 million respectively. In 2009, one in five Americans born were Hispanic.
Perhaps more interesting though is how today's American Hispanic consumes media. Jackie Hernandez, COO of Telemundo Communications Group, followed Cisneros with an impressive presentation on GYLA (Generation Young Latino Americans) based on research undertaken by NBCU. Statistically, 62% of Hispanics are now born in the US, and one-half of Hispanics in the US are under 25 years old. By 2020, 66% of American teens will be Hispanic.
More importantly though is how they consumer their media. Language is fluid - 70% use "Spanglish"; 74% speak both Spanish and English with very few speaking only one language - 15% only English and 11% only Spanish. GYLAs are a blended generation and consume their media accordingly, with the largest share going to Spanish broadcast (35%) and English cable (31% - with a high density in sports content).
So while I'll be just find sticking to English, I can definitely see the merit in getting back into Spanish from a marketing perspective!
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