Pew Analysis Reveals that a Majority of English-Speaking Hispanics in the U.S. are Bilingual
Over the past several years, research companies such as Nielsen have projected that by 2015 the U.S. Hispanic consumer buying power is estimated to reach $1.5 trillion.
Sustained by their increasing numbers, early technology adoption and a young median age, the U.S. Latino population is poised to influence how companies, brands and organizations listen to their needs.
I foresee that language and culture will continue to impact how Hispanics decide to spend their dollars.
According to an analysis of the Pew Research Center’s 2013 National Survey of Latinos, about six-in-ten U.S. adult Hispanics (62%) speak English or are bilingual. Hispanics in the U.S. break down into three groups when it comes to their use of language: 36% are bilingual, 25% mainly use English and 38% mainly use Spanish. Among those who speak English, 59% are bilingual. The analysis reveals that due in part to bilingualism, in 2013 Spanish was the most spoken non-English language in the U.S.
Interestingly, previous surveys at Pew have revealed that Latino adults valued both the ability to speak English and to speak Spanish.
Here are three thought-provoking takeaways that can help improve your understanding of the Hispanic market:
- Whether Hispanics prefer to engage in Spanish, English or both, it is a fact that this community is grounded in their cultural roots.
- As a result of their unique cultural vibrancy, connecting with Latinos: foreign born, U.S. born, Gen X, Gen Y, Gen Z and boomers mandates a not one-size-fits-all outlook.
- This burgeoning community as a whole shares universal aspirations of success for themselves and their families.
Knowing the culture as well as we do, we see that as Latinos continue to strive to take their place in the future of this country, their engagement with brands and society is at a crossroads of traditional and social.
By end of year, we believe that marketers will collect loads of data about the thriving U.S. Hispanic population. And that amongst the greatest learnings will be to have a better cultural understanding of who they are, where they come from and where their hearts are leading them.
What will you uncover about the Hispanic market to benefit your bottom line?
Comunicad has been leading the conversation on Hispanic PR for more than 25 years.
By Gloria Rodriguez
President & CEO, Comunicad, LLC
Follow us on Twitter @comunicadpr