New Study Looks at TV Viewing and Commercials; Spanish Language Entertainment
Still Popular Into 3rd Generation
LOS ANGELES, Oct. 31 /PRNewswire/ -- Confirming a major paradigm shift in
the understanding of language preference among US-born Hispanics, a new study
finds that English is the overwhelming language choice among 2nd generation
Latinos, and becomes nearly absolute among third generation Hispanics. The
study, authored by David Morse, President and CEO of the multicultural market
research firm New American Dimensions, looks at language preference for TV
viewing and commercials, and concludes that U.S. Hispanics overwhelmingly
prefer English language TV, and are more inclined to buy a product if an ad
featured Hispanics speaking English. The study also finds that, despite their
preference for English, many Hispanics still watch certain types of Spanish
language entertainment.
The results of the study, "Made in America: Communicating with Young
Latinos," were released at a conference on "Marketing to Latinos in English,"
held at the Maritime Hotel in New York City on October 27. It is among the
first studies by an independent research organization unaffiliated with
broadcast networks, and one of the largest of its kind. The conference was
sponsored by Los Angeles-based New American Dimensions and Tu Ciudad Magazine.
The survey of 1,135 US-born Hispanics in Los Angeles, New York, Miami,
Chicago, and Houston also found:
* Acculturated 1st generation Latinos (generation "1.5") -- those who
came to the U.S. earlier than five years of age -- also prefer English
language TV and advertising.
* All groups (1.5, 2nd, and 3rd generation) demonstrate a clear
preference for English-language TV, though all groups watch at least
some Spanish language TV.
* TV viewing habits related to language preference are determined by
content: "reality" programs and comedies are the biggest draw for
English language TV viewing, while Spanish language "soaps" and
novelas top Spanish language viewing preferences.
* When asked to cite favorite commercials either in Spanish or English,
respondents nearly always chose English language commercials.
"We believe the results of our study will help clarify the ongoing debate
about language preference among the nation's largest minority group," said
David Morse, President and CEO of New American Dimensions, which provides
customized ethnic market and consumer research
(http://www.newamericandimensions.com). Morse participated in the breakthrough one
day conference that brought together a wide range of industry leaders and
sought to build consensus and understanding about language usage among
differing generations of Hispanics.
The study focused on acculturated Hispanics 14 to 29. Respondents were
all US-born, or else they came to the US when they were 5 years old or
younger. Participants responded to a 25-minute survey conducted by phone, in
person, and online.
For the complete study, go to:
http://www.newamericandimensions.com/downloads/NADAcculturationStudy.pdf
SOURCE New American Dimensions
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Related links:
http://www.newamericandimensions.com
CONTACT:
Marcos Frommer, +1-323-683-2558, for New
American Dimensions
NOTE TO EDITORS: To arrange an interview with David Morse, author
of the study, please contact Marcos Frommer at 323.683.2558, or
email lbj64@sbcglobal.net.
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