Two recently released studies by Hispanic U.S.A (Roslow Research) and People en Español (Synovate) stress the importance of Spanish-language advertising in order to reach Hispanic consumers.
A study titled: "The Future Use Of The Spanish Language In The USA — Projected to 2015 & 2025" released by Hispanic U.S.A. Inc. reveals startling results about the dramatic continued growth of Spanish-Speakers in America.
The study challenges the assumption that the use of Spanish will decrease in coming years as succeeding generations of Hispanics are born and grow up in this country. In fact, the study shows that the number of Spanish-dominant and bilingual Latinos will increase by 45 percent over the next two decades – adding 12.4 million Spanish-speakers to today's population.
And it's not just because of continuing immigration. Unlike other immigrant groups, even third-generation Hispanics – those born of Latino parents who themselves were born in the United States – will continue to speak Spanish in extraordinarily large numbers.
"We know that the number of Acculturated Hispanics will continue to grow, but what this study clearly shows, is that Spanish is here to stay, and in a big way. Our study has far-reaching implications from a marketing and media perspective. The fact is that Spanish connects on an emotional and visceral level with Hispanics in a way that English does not. We want to be courted in the language we make love in, for most of us, that would be in Espanol," stated Jose Cancela, Principal of Hispanic USA Inc.
The study, conducted by Roslow Research Group on behalf of Hispanic U.S.A., is based on a comprehensive analysis of census data and national research by multiple internationally recognized institutions, which projects the use of the Spanish Language through the year 2025.
Among its findings:
— By 2025, the number of Spanish-speaking Latinos in the United States will reach 40.2 million, up from 27.8 million today.
— Fully two-thirds of Hispanics 5 and older will speak Spanish 20 years from now.
— On average, 35 percent of third-generation Latinos in the United States speak Spanish.
— The 18-and-older Spanish-speaking population will increase by 53 percent, to 15.2 million by 2025.
— The key 18-to-49 year old demographic will grow by 7.5 million, and will include 59 percent of all the Spanish speakers.
The value of Spanish-language advertising
Another study, the People en Español HOT study, proves that Spanish-language advertising is a must in order to reach Hispanic consumers. The magazine commissioned Synovate to interview, via telephone, a total of 8,000 consumers (6,000 Hispanics and 2,000 of the general population, for comparison) and asked 23 extensive acculturation questions to better understand the segmentation of the marketplace—Hispanic Dominant (56%), Bicultural (23%) and U.S. Dominant (21%). The results provide an all-inclusive look into Hispanic consumer behaviors by acculturation. Among its findings are:
§ 75% of all Hispanics feel loyalty to retailers who advertise to them in Spanish.
§ 65% of all Hispanics say that Spanish language is more important to them than it was just five years ago.
§ US Dominant Hispanics (21% of the overall Hispanic marketplace) are consuming more Spanish language media than they did three years ago.