Guest Column
mun2 Latino Youth-only National Study.
mun2
revealed the findings of the first major Latino youth-only national study.
Top-line findings were presented at the Nokia Theatre in New York City at
a research forum entitled me2: Understanding the Young Latino in America,
a groundbreaking look at the values that drive the highly-coveted 14-34
year-old Latino demographic.
The three-part study, commissioned by mun2, was conceived in response to
the burgeoning demographic consisting of second generation Latinos.
According to census data, this segment, which represents people born in
the U.S. with at least one foreign-born parent or is a U.S. citizen by
birth, is quickly becoming the fastest-growing segment in the next 15
years. It is expected that by the year 2020, second generation will
represent 36% of all Latinos, out-numbering the first-generation segment.
The study sought to elicit an in-depth psychographic profile of these
young adults and understand what they are feeling today regarding
ethnicity, culture, language, family, and religion. It was conducted to
better inform mun2 and its trade partners of the importance of producing
programming and marketing opportunities that are relevant and resonate
with this powerful audience.
“The findings of this study make it clear that young Latinos as a targeted
demo have fallen through the cracks in the general marketing arena,” said
Antoinette Zel, Senior Executive Vice President Network Strategy at
Telemundo. “Simply, there is an enormous opportunity to market to them
given that their population numbers are too big to ignore and their
purchasing power, so significant.”
Executed by Look-Look, the study was administered in an inventive, unique
and multi-tiered style, using innovative qualitative and quantitative
research methods including ethnographies, blogs and visual journals, as
well as formal quantitative techniques to survey over 1,800 young adults
in seven of the top ten markets where 14-34 year-old Latinos concentrate.
"We are at the tipping point of an emerging new lifestyle category that
will greatly affect American and global culture. Young Latino Americans
are in the process of innovating their own customized culture that
encompasses music, language, fashion, food, entertainment and beyond,”
added Sharon Lee, Co-President/Co-Founder of Look-Look, Inc. “It's an
exciting time and this young community is absolutely aware that they are
the next big thing."
Conclusion and implications for advertisers and marketers found in the
study include that there are missing links in connecting to this audience,
as there is a need for relevant brands and products. Yet, the following
criteria must be taken into account. Advertisers and marketers must not
force them to choose one culture over the other. They need to embrace the
hybrid world Young Latino Americans live in by following their lead and
create a new category forming a new brand directed to them. Acknowledging
their complexity and establishing a meaningful definition, as they are one
group, is important.
The study covers several key areas of interest including identity,
ethnicity, culture and lifestyle and accessibility which include:
" 79% of Young Latino Americans (YLA) cannot identify a brand or company
that is accurately targeting Latinos.
" Because YLA do not feel their demands are being met, they are creating
and embracing custom communication such as blogs, social networking, TIVO
and satellite radio.
" There is a growing sense of culture/population explosion among YLA; they
are savvy to the fact that there is always an of-the-moment ethnicity,
they feel its their turn to be in the spotlight and they feel a sense of
empowerment because they are well-aware that Latinos will be the ethnic
majority in 15 years.
Defining their Ethnicity
" When it comes to nationality, YLA are specific and identify themselves
by their country of origin. The younger age group of 14-24 year-olds are
more likely than those aged 25-34 to identify with specific nationality
based on preferences of their parents and grandparents. The younger
segments refer to nationality as a way to be more unique.
" YLA feel that the current definition of being Latino is based on
language and looks: 59% say that other people think Latinos must speak
Spanish; 58% say other people think Latinos must look "Spanish" (dark
hair, eyes and skin).
" Because not all YLA look Latino or speak Spanish, many feel the need to
explain themselves: 36% say people don't believe them when they tell them
they are Latino; 29% feel like they have to prove their Latino identity to
people.
Order of Identity
" First and foremost, YLA identify with the youth culture, secondly, by
their Latino identity-specific to nationality and lastly, they see
themselves as part of the American culture.
A Hybrid World
" YLA exist in a hybrid world and are masters at navigating their spaces
and identities; 77% report that they are in control of which identity all
or most of the time.
" YLA identify with being Latino when they are with their family (48%),
around Latino friends (43%), in their home (41%) and in their country of
origin (41%).
" YLA identify with being American when they are with non-Latino friends
(31%), in public spaces (26%), at school (24%) and at work (24%).
" Their Latino and American identities intersect often, such as when in
public spaces (59%), at school (50%), in bars and clubs (48%) and with
non-Latino friends (47%).
Values and Beliefs
" Being Latino means more than just speaking and looking Spanish; to YLA
it means being family oriented (84%), proud (83%), hard working (81%),
passionate (80%), tied to tradition (77%), religious (71%), and believing
in higher education (60%) and giving back to their community (53%).
" YLA are unconventional in terms of religion; 60% believe you do not have
to go to church in order to prove your faith to God and 49% believe
religion is an extremely important part of their lives.
Ties to Culture
" YLA are extremely interested in maintaining a connection with their
culture; 67% agree that this is something that is important to them and
nearly half of YLA have the desire to form a stronger connection to their
Latino culture.
" While YLA don't seem panicked, there is some concern over the
possibility of becoming disconnected: 31% agree that they are afraid of
losing the connection; 30% feel that they are unequipped to pass down
their culture, and 25% are unsure of how to maintain the connection.
To view more of the study -
http://www.mun2tv.com/me2
(In accordance with Title 17 U.S.C. Section 107, this material is distributed by HispanicVista.com (www.hispanicvista.com) without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes.)