On the cusp of releasing highlights from our Terra Ad Value Study a very popular inquiry is to obtain insight by generation. As such, this brief article will commence with a definition of terms: 1 st generation is foreign born. 2 nd generation is born in the US with at least 1 foreign born parent. 3 rd generation is born in the US with both parents also born in the US. A caveat are those foreign born but commencing to live in the States age 2 years old or younger would be considered 2 nd generation vs. immigrant.

Next, there exist vast differences by generation. According to Pew Hispanic Center, most 1 st gens have arrived in the States older than 20 years old carrying a media age of 38 which is similar to the White population. Whereas 2 nd gens who now fuel overall Hispanic population growth by births vs. immigration, it is a very youthful segment with median age 14 years old, “The median age of this(2 nd) generation is only 14, indicating that almost half of this population has yet to enter the teenage years. Some 37.5% of the Latino second generation is younger than 10.” 1 Finally 3 rd gens also remain youthful with a median age of 20 in part due to grandchildren: “The relative concentration at the bottom of the distribution—29.0% are younger than 10—most likely reflects the growing presence of the grandchildren of the modern wave of Latino immigrants.”

As far as % share of Internet User population, Hispanics enjoy almost equal allocation across all three generations while the majority (73%) of the non Hispanic audience is 3 rd generation. Terra’s audience has statistically significantly more 1 st gens (44%) and 2 nd gens (40%) than the other audience segments, and as such much less 3 rd gens (16%.)

Audience Segments by Generation
Terra Ad Value Study

Being that there does not exist a dominant generation among Hispanics, yet targeting by generation is available by inquiring on the generational make up per site; it is prudent to discover differences by generation for a marketers competitive advantage. For this we reference our Study by 1 st gen and > 1 st gen banner results.

Difference #1: Language

When asked ‘What languages do you currently use most frequently when reading about news and current events, watching videos, and keeping up with friends?’, the results predictably skew more towards Spanish among the 1 st generation and English for > 1 st generation Hispanics. Fully 40% of > 1 st gen Hispanics answered English all or almost all of the time vs. 8% of 1 st gens doing so.

Reading Ability/Preference by Generation, Hispanic Audience
Terra Ad Value Study

National language trends favor Spanish language. The latest findings from the American Community Survey by the US Census Bureau indicate that Spanish language spoken in the home is increasing from 10.7% in 2000 to 12.1% among A5+ across America. 2

Difference #2: Ethnic Heritage

1 st gen Hispanics (77%) are more likely to choose ‘Hispanic/Latino’ as the 1 st term used to describe their ethnic heritage vs. > 1 st Gen Hispanics (68%.) However, being self described as the term ‘Hispanic/Latino’ is the most popular choice across all generations. The next most popular choice is to be called ‘American’ by 9% of 1 st gen and 21% of >1 st gen Hispanics.

Difference #3: Interest in New Digital Media Experiences

As seen in the chart above, 1 st generation Hispanics lead in interest among 6 out of the 11 new digital media experiences, all at a statistically significant higher level vs. > 1 st generation Hispanic segment. For example, 47.3% of 1 st generation Hispanics agree that they would be interested in obtaining promotions from their mobile phone while shopping vs. 36.7% of > 1 st generation Hispanics. The two experiences that are tied at 13% greater interest among 1 st gens vs. > 1 st gens are: ‘RECOMMENDATIONS FROM WEBSITES THAT ARE BASED ON YOUR PAST ONLINE BEHAVIOR OR PURCHASES (RELATED MOVIES, COMPLIMENTARY PRODUCTS)’ and ‘WATCHING A MAJOR SPORTS OR ENTERTAINMENT EVENT ONLINE LIVE STREAM (E.G. WORLD CUP, LIVE MUSIC CONCERT).’

Finally, when asked if brand favorability would increase of the brand being promoted by digital advertising within these experiences, 69.4% of 1 st generations agree vs. 55% of > 1 st generation Hispanics. As comparison among overall results, brand favorability if promoted within these new digital media experiences increases among 60% of Hispanics vs. 42% of non Hispanics.

Friendly reminder that Hispanics outpace non Hispanics in interest across all mentioned new digital media experiences, but as seen above it is the 1 st generation Hispanics that are more interested in 6 of these experiences vs. subsequent generations.

Difference #4: > 1 st Generation Hispanic Tendencies

In looking across our results set for statistically significant differences, > 1 st generation Hispanics tend to name the female head of household as a primary decision maker for major purchases more so than the 1 st generation Hispanic segment, 53.9% vs. 42.5% respectively. Also, > 1 st gens are the heaviest TV viewers as 28.2% claim more than 13 hours per average spent per week doing so vs. 16.8% among 1 st generation Latinos.

Be a Smart Marketer. Leverage insight by generation to stand out from other marketers targeting the most desirable audience – Latinos online.

Sources:

1.) Pew Hispanic Center. Between Two Worlds: How Young Latinos Come of Age in America. Dec ‘09

2.) The Economist. Spanish Moves North. Jan ‘11

By Natasha Funk

Published:  March 2011