Hispanics in every life stage are increasingly online, and the majority prefer content in English, according to a new survey from Cheskin Added Value, commissioned by AOL Advertising.
The survey shows Hispanics (58%) closing the digital gap between themselves and the general population (71%).
Since our first study in 2002, the number of Hispanics online has grown significantly – faster, in fact, than the total US online population.
Hispanics consume online media in English, which the survey says reflects a greater availability of English language information (27.6%) vs. Spanish (7.9%).
In general, Hispanics recognize the disparity between the availability of English and Spanish language content. They perceive English sites as more comprehensive, detailed and useful than Spanish language counterparts. This belief is prevalent across all levels of acculturation and life stages.
What’s more, Hispanics are early adopters and technology leaders, and they favor quality of online information over language preference. Not surprisingly, the survey showed that Hispanics were skeptical of straight translation, favoring meaningful adaptations that reflect ties to their home country or their experience in the U.S.
The survey included more than 700 Hispanics in various life stage groups: the young and free (30% of sample) stage represents people who are single, average 26-years-old and have no children; the young family stage (17%) are 33-years-old, married and have one child; the mature family stage (23%) are 40-years-old on average, married and have two children; the prime of life stage (18%) are 41-years-old, married with no children; and the empty nester stage (13%) are 57-years-old, have children over 18 years old and are married. The survey authors chose this approach over the more traditional lens of acculturation and language.
Segmentation by life stage provides another way to understand the values and interests of Hispanics, based on their preferences and behaviors, which are not necessarily unique to their cultural background or acculturation level.
This type of analysis showed that English-language marketing messages are favored by almost all of the youngest Hispanics, as well as many of the other market segments, regardless of time in the U.S. and English-language fluency.
The entire report can be obtained here.
