Report: Young Latinos Want More Bilingual Content

MIAMI: A study of the media consumption habits of 14- to 34-year-old Latinos, co-sponsored by Tr3s: MTV, Música y Más, has found that some 50 percent want more bilingual/bicultural programming and more than 30 percent seek out mainstream English-language programming.

The Maximo Report was conducted by Motivo Insights and the New Generation Latino Consortium (NGLC). It surveyed 14- to 34-year-old Latinos, both U.S. and foreign-borns who have lived in the U.S. for 15 years or more. About half of the respondents indicated a demand for bilingual/bicultural, particularly content where “they are the star,” “their lives, entertainment interests and issues are authentically represented” and “their American and Latino sides meet.”

“As a brand that lives and breathes this bilingual/bicultural space, it’s our mission to generate knowledge capital that educates Hispanic marketers on the various segments of our HP12-34 viewer demographic," said Nancy Tellet, the senior VP of research and consumer insights for Viacom International Media Networks Latina America, Canada & U.S. Hispanic. "The Maximo Report is a valuable tool that specifically delivers key insights on the growing bilingual, bicultural segment that crosses generations on U.S. soil, ranging from the more acculturated foreign-born to the newer U.S. born 2nd and 3rd gens. As bilingual/bicultural Hispanics begin to dominate the younger portion of the adult Hispanic segment in addition to their current dominance in the teen segment, deepening our knowledge on how they express their Latinicity beyond language, and understanding their unique habits and interests will be crucial for the Tr3s brand and Hispanic marketers.”