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To reach Hispanic boomers, advertisers must look beyond language

Marketing Vox, 3/27/08

Abstract:

Hispanic boomers (born between 1946 and 1964) represent about 10 percent of the US boomer segment - over 7 million consumers - but cannot be segmented by langauge alone, a Focalyst study concludes, MarketingCharts reports.

"Marketers need to look beyond language and understand the demographic, attitudinal and behavioral differences within the Hispanic Boomer market in order to reach this target," said Jack Lett, executive director of Focalyst.

Two in three Hispanic Boomers are "more acculturated," considered either "Bicultural" or "Acculturated," Focalyst said:

• Bicultural Hispanics - 24 percent of Hispanic Boomers - are US - or foreign-born and have lived many years in the US. They are bilingual and consume both English and Spanish media; they identify with aspects of both cultures.
• Acculturated Hispanics - 41 percent - are US-born and English-dominant. They consume English media and identify strongly with American culture, but keep ties with their Hispanic culture.
• Unacculturated Hispanics - 35 percent - are foreign-born and speak Spanish in the home. They consume more Spanish than non-Spanish media and identify strongly with their native culture

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