DOES LANG MATTER IN HISPANIC MARKETING

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DOES LANGUAGE

MATTER?


MANDARIN #1

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SPANISH #2

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ENGLISH #3

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Sources: 2011 Language Mapper, Census.gov / Spanish is the most spoken non-English

language in U.S. homes, even among non-Hispanics, PewResearch Center, 2013

U.S. Hispanic Population

50.5 Million

37.6 million

of people in the US

speak Spanish at home

75%

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CURRENT NUMBER OF SPANISH-SPEAKERS

IN THE U.S.

Sources: 2011 Language Mapper, Census.gov / Spanish is the most spoken non-English language in U.S.

homes, even among non-Hispanics, PewResearch Center, 2013

37.6 million people in the U.S. speak

Spanish at home

(210% more than 1980)

LARGER THAN CANADA’S

TOTAL POPULATION

31.2MM

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PROJECTIONS ON SPANISH USAGE

Source: When labels don’t fit: Hispanics and their

views of identity, Pew Research Center, 2012

• The number of Spanish speakers

is expected to rise between 39

and 43 million of people.

• Even if immigration falls, U.S.

born Hispanics will speak

Spanish to keep the bonds with

their heritage.

+14% by 2020

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MOST COMMONLY SPOKEN LANGUAGE

OTHER THAN ENGLISH

Sources: U.S. Census (American Community Survey), the map comes from the digital pub, Slate.

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MOST COMMONLY SPOKEN LANGUAGE

OTHER THAN ENGLISH IN NE

Nearly 80% of NE population

Resides in

CT, RI & MA

Sources: U.S. Census (American

Community Survey), the map comes

from the digital pub, Slate.

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UNMATCHED EXPRESSIONS

Empacho

Desvelarse

Sobremesa

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DOES LANGUAGE MATTER?

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Language is not only a vehicle of

communication,

It’s one of the biggest

Identifiers of Latino Culture

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THE INFLUENCE OF LANGUAGE

WHAT LATINOS THINK OF LANGUAGE…

87% 11

Do you think adult Hispanic immigrants need to learn

English to succeed in the U.S.?

Yes No

Source: When labels don’t fit: Hispanics and their views of identity, Pew Research Center, 2012

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WHAT LATINOS THINK OF LANGUAGE…

95% 4

How important is it to you that future generations of

Hispanics living in the U.S. be able to speak Spanish?

Very/somewhat important Not too/not at all important

Source: When labels don’t fit: Hispanics and their views of identity, Pew Research Center, 2012

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PEW RESEARCH IDENTIFIED THAT 76% OF HISPANICS

SPEAK SPANISH

38% 24

Spanish dominant Bilingual English dominant

All Hispanics 38% Source: When labels don’t fit: Hispanics and their views of identity, Pew Research Center, 2012

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LANGUAGE USAGE BY GENERATION

FIRST GENERATION HISPANIC

IMMIGRANTS

Source: Second-Generation Americans, PewResearch Center, 2013

Only half of Hispanic immigrants

(48%) are English proficient and say

they can speak the language well.

• 20% of Latino immigrants speak

no English.

• 32% of them don’t speak the

language well.

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SECOND GENERATION - U.S.-BORN

CHILDREN OF IMMIGRANTS


90% of second-generation Hispanic

immigrants speak English.

• 80% of second-generation

Hispanics say they can speak

Spanish well.

• Only 4% say that they do not

speak any Spanish.

Ability to Speak Ancestral Language

% who can carry on a conversation in<ancestral

language>, both understanding and speaking…

Very well Pretty well

Hispanics

27 65

26 54

30 50

All

1st generation

2nd generation

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FROM ENGLISH

DOMINANT TO BILINGUAL

Source: Breaking the Myths, The Millennial Report, Nielsen, 2014

Second and third generation Hispanics,

specially adults are enrolling in Spanish-

language classes to better connect with

their heritage.

The process of studying the language

and returning to one’s roots is known as

"retro-acculturation”

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IMPORTANCE OF MAINTAINING SPANISH


95% consider important for

future generations to retain the

ability to speak Spanish to keep

the connection with their roots.

How important is it to you that future generations

of…living in the United States be able to speak

<your ancestral language>? (%)

Very important Somewhat important

Hispanics

14 82

20 75

26 68

All

1st generation

2nd generation

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BILINGUALISM IS IN

LANGUAGE SPOKEN AT HOME

Source: The Why Behind The Buy, AMG and Univision, 2013

Regardless of age, most Hispanics speak Spanish. However, it’s notable the strong

preference of younger generations for speaking more Spanish than English at home.

MILLENNIALS

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MILLENNIALS

BILINGUALISM IS IN

LANGUAGE PREFERENCES IN MEDIA

Source: The Why Behind The Buy, AMG and Univision, 2013

Hispanic Millennials prefer to watch TV, read, and listen to radio in Spanish. Older

generations consume media equally in both languages.

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BILINGUALISM IS IN

BUT, CONNECTING IS MORE IMPORTANT

Question:

Does my English-Language

(General Market) Advertising

Message Reach Latinos?

Answer:

Reaches Some,

But Persuades Few…

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BILINGUALISM IS IN


“When I hear a company advertise in

Spanish, it makes me feel like they respect

my heritage and want my business”

Latinos Agree with this statement

• 53% Spanish dominant

• 43% Bilinguals

• 29% English dominant Source: Simmons NCS

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BILINGUALISM IS IN


Recent Nielsen Study on Impact of

Spanish Language Advertising among

Bilinguals Concluded:

“Overall, Spanish-language

advertising does a better job

connecting with bilingual

Millennials in a range of

scenarios, particularly those

in which the concept is

emotional in nature.”

Source: The Bilingual Brain

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BILINGUALISM IS IN


Broadcast TV

Advertising Recall: Commercials in Spanish proved to

be 40% more effective at increasing

awareness levels than commercials

in English.

Persuasiveness: Commercials in Spanish proved to

be 5 times more persuasive than

commercials in English.

Main Message Recall: In terms of message

comprehension, commercials in

Spanish are 56% more effective

than commercials in English.

Online

Aided Brand Awareness: Hispanic 2.7

Market Norm 2.1

Online Ad Awareness: Hispanic 4.7

Market Norm 4.3

Brand Favorability: Hispanic 2.1

Market Norm 1.3

Purchase Intent: Hispanic 2.0

Market Norm 1.1

Index 129

Index 109

Index 162

Index 182

Source: Roslow Study Source: Dynamic Logic’s Market Norms

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BILINGUALISM IS IN


• In Achieving Message RECALL

• In PERSUATION

• In Creating AWARENESS

• In BRAND FAVORABILITY

• In PURCHASE INTENT

Spanish Language Advertising

is More Effective:

are subject to further development and approval by all parties.

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LANGUAGE + CULTURAL RELEVANCE

However, it’s not all about language. Advertisers need to deliver culturally

relevant messages that connect with them emotionally.

“La Edad de Saber”, Viagra

Producing the Spanish version of an ad is not enough to capture the Hispanic audience.

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LANGUAGE + CULTURAL RELEVANCE

However, it’s not all about language. Advertisers need to deliver culturally

relevant messages that connect with them emotionally.

AT&T Rollover Data

This ad includes relevant insights by showing Hispanic gastronomic preferences and cultural needs to show gratitude.

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"There is a demand from the consumer to do

things differently – marketers have to make

sure that every customer is understood, and

treated with respect.”

David Wheldon, President - The World Federation of Advertisers

COPYRIGHT © 2015 NBCUNIVERSAL MEDIA, LLC. ALL RIGHTS RESERVED. CONFIDENTIAL. All concepts are subject to further development and approval by all parties. 30

¡GRACIAS!

Rudy Bozas - Principal / CEO

[email protected]

Main: 617.398.0991

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DOES LANG MATTER IN HISPANIC MARKETING