Biculturalism is a key to understanding the advertising, marketing and media consumption habits of Latinos in the United States, according to a recent study by Horowitz Associates.
In its annual FOCUS: Latino Report, 18 percent of those Latinos surveyed identified themselves as “completely American,” 43 percent as completely Latino and about four in ten (39 percent) fee they are a mix of both.
“The Hispanic market has always been complex and diverse, with a market for both Spanish and English language media, marketing, and advertising” Adriana Waterston, Horowitz’ VP of marketing and business development, stated in a story in Hispanic Speaking News. “It has never been exclusively about language as much as it is about cultural relevance. There is a large and growing opportunity for language-agnostic content and messaging that speaks to the experience of being both American and Latino that will resonate loudly with this bicultural segment.”
Click here to read the entire story in Hispanic Speaking News.
— Latino Links provides a periodic update of trends in digital media, education, lifestyle, marketing and politics impacting the Latino community. Produced by Amigos805.com