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BizReport : Research archives : February 09, 2009

Report: English preferred by US Hispanic consumers

Forget the old idea of adjusting the language of ads targeted to US Hispanic consumers. According to a recent report by Ipsos U.S. Hispanic Omnibus, this demographic is switching between the English and Spanish languages easily and actually prefers (56%) to see ads in English.

by Kristina Knight

The report found that switching from English to Spanish and back again is routine for Hispanic consumers; in fact, this demographic takes advantage of being bilingual by enjoying Spanish Telenovelas but watching American (English speaking) news programming, even if the language spoken at home is predominantly Spanish.

"Today, many U.S. Hispanics continue to speak primarily Spanish, among their peers, family and friends, to watch television in Spanish and to be involved in cultural /community events that are mostly conducted in Spanish. Yet, the ability to utilize either language when needed is an innate skill and an advantage that many U.S. Hispanics possess," said Cynthia Pelayo, Senior Research Manager for the study.

Other interesting findings include:

• Just over 50% of 35-54 year old Hispanics prefer English language television,
• College educated consumers prefer English language television (60%)
• 42% of Hispanic females prefer to surf Spanish language Internet sites
• 44% read Spanish language newspapers
• Just over 50% prefer English language radio programs

Tags: demographic, demographic research, Hispanic demographic, Hispanics, Ipsos

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