Hispanic Teens Bridge Two Cultures, Poll Indicates
TNS Market Development Survey Points to Increased Marketing Opportunities
SAN DIEGO--(BUSINESS WIRE)--Dec. 17, 2003--Hispanic teens, growing at three times the rate of non-Hispanic teens, resemble the general population of teens in many ways, but they are holding on to their Hispanic culture, according to a 2003 Teen Poll conducted by TNS Market Development.
The overall conclusion of the survey is that Hispanic teens continue to live in two worlds, bridging traditional Hispanic culture with that of "mainstream" American teens. The implication for marketers is that increased marketing opportunities exist if they recognize and leverage these distinct cultural triggers. According to the U.S. Census Bureau, one third of Hispanics are younger than 18, compared to one fifth of non-Hispanics.
TNS Market Development, a full-service market information firm and a pioneer in Hispanic teen research, has produced three official Teen Polls since 1992. The 2003 poll was conducted to help marketers further their understanding of the U.S. Hispanic teen market and includes a comparison to non-Hispanic, or general market teens.
The study of 12-17 year old Hispanics and general market teens was conducted in five major U.S. cities including Houston, Los Angeles, Miami, New York and San Antonio. The survey measured culture, media consumption, Internet usage, pop culture, music and pastimes, brand ratings and role models, as well as future plans.
The 2003 study found many similarities between Hispanic teens and general market teens. For example, Hispanic teens continue to use English more than Spanish when speaking to friends. However, when speaking at home to parents, most continue to use Spanish.
Both groups claim nearly 15 hours of English-language TV consumption, but Hispanics claim an additional average of seven hours of Spanish language TV. Surprisingly, the general market group claims an average of about two hours of Spanish-language TV per week.
Both groups' aspirations are nearly identical; they want to graduate from high school, as well as go to and graduate from college. Hispanic teens are also more likely now than in the last Teen Poll to describe themselves as equally Hispanic and American.
However, there are some interesting differences. Hispanics have a stronger desire to be popular, while the general market teens expressed more of a desire to marry.
"Hispanic teens are holding on to their culture and therein lies the major difference," said Loretta H. Adams, President, TNS Market Development.
"The dominance of family relationships remains strong, with three times as many Hispanics than non-Hispanics saying that they like to spend time with relatives such as cousins. As a result, television viewing continues to be a family affair."
She added, "The lesson for marketers is that this segment of the Hispanic market cannot be ignored or under-resourced when planning and implementing marketing programs. It is well accepted that Hispanics (of any age) are not simply general market targets 'in Spanish'."
The study concluded that although they often resemble general market teens, Hispanic teens' dual language abilities and media consumption, combined with their emphasis on family, create a distinct mindset. There may be emerging opportunities for developing Hispanic spokespeople, characters and endorsements to help further brand messages. Marketers who ignore or minimize this miss an opportunity to expose their brand and shape its image.
About TNS Market Development
Since its founding a quarter century ago, TNS Market Development has been a leading market information firm specializing in transcultural research on the domestic-Hispanic and Latin American markets.
Deploying teams of market information professionals, most of whom are bilingual and bicultural, TNS Market Development conducts thousands of quantitative and qualitative engagements for Fortune 500 clients. Loretta H. Adams, Founder & President, has been named an "Ethnic Market Insight All-Star" by American Demographics magazine. TNS Market Development is a part of TNS, one of the world's leading market information groups.
Source: Business Wire
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