Latino Teens & Young Adults Garner Attention from Industry

Change is inevitable and while we don’t know what the future holds, there are certain things that cannot be ignored.  This country has always been destined for change as different waves of immigrants have redefined what it is to be “American.”  Again, we face a similar movement with this generation of multicultural young adults, led by Hispanic growth. It continues to move this nation in a new direction and the industry is taking note.

Jacqueline Hernandez, Chief Operating Officer, Telemundo, Communications Group, Inc. states that in next 40 years the U.S. population will expand by one hundred million people fueled primarily by US Hispanics.

Based on the currently reality, Telemundo understanding the potential of this audience, conducted a study that analyzes the State of Young Latino Americans (YLA’s), defined as 18-34 year olds, whose country of origin is in Latin America and who live in the U.S.   They are not the only ones that are making this push to further understand one of the fastest growing and increasingly important segments of the population.  Marketers such as McDonald’s, Coke, Dr. Pepper, Adidas, Apple and Motorola understand that these consumers will determine the future success of their brand.

Key highlights from the study include:

YLAS are highly maintaining their culture and heritage while still embracing their American Lifestyle.

YLAS love being bi-cultural. More than one third (37%) of YLAS self-identified themselves as both Hispanic and American, identifying with both cultures equally the same. At the other end of the spectrum, only 2% felt more American than Hispanic. YLAS are in the midst of a retro-acculturation explosion. Because of the YLAS strong pride in their homeland and country of origin, this generation is re-discovering their heritage and is experiencing a Latino re-awakening. YLAS are going from “George” to “Jorge.”

For YLAS it is easy to toggle in and out of both the Hispanic and American cultures.

YLAS live in a cultural fluid environment. YLAS best describe their closest group of friends an EQUAL mix of Latino and American, in fact, 48% ‘hung out’ with this group of people. In this continuum, YLAS were least likely to have only non-Latino friends, representing only 2% of those surveyed.

YLAS have no language boundaries or barriers.

YLAS language mobility greatly depends on the place or situation they are in – they are chameleons in their space – they control it and they like it! At home, where the TVs are on, and with family – a larger percent choose to speak Spanish (39% at home, 55% with family); while at work (74%) and school (79%) the preference was English. Last but not least, among their friends, YLAs practice a mix of Spanglish.

YLAS are the always-connected generation.

YLAS are multi-taskers. YLAS are always consuming high levels of anything technological: 94% have access to the Internet at home; 84% Have high-speed internet; and 87% stream video content, with another 73% that listen to music on the internet. Laptop ownership has taken precedence over desktop, with 73% that own a PC or a Mac.

With a huge strength in mobile usage, a high percent (87%) of YLAS cannot live without it. YLAS are great multi-taskers as many of the activities they focus on are also centered among an online environment. While a majority they told us they eat while watching television (80%), they also text (61%), talk on the phone (60%) and surf the web (50%).

As the market continues to evolve, more and more brands will come to realize the buying power and influence of this next Latino generation.

Sources:, Telemundo State of Young Latino Americans (YLA’s) Study


1 betty english class { 06.21.11 at 12:33 am }

Hello! Well I think that is true that maybe in 2050 there were be a lot of lateen in USA and this scary to the north Americas maybe because lateen will be more competitive because they know more than 2 languages and also they are bicultural people with a lot of ideas and with many goals to be successful.

2 Selene { 06.22.11 at 2:57 am }

Hi, I think this article it’s the true because the YLA´s are very important to US, for example to the Marketers knows the YLA´s will determine the future success of their brand. They like to be a bicultural people because some of they like to be Hispanic and American, and the others only like to be an American, in a future the mayority of the americans will be hispanics, and they can be an interestings persons with good ideas.

3 Karla.....english class { 09.30.11 at 11:48 pm }

Hello, I think it is not a joke that there are a lot of Latin Americans in USA, because for example I have a friend that studied 2 years in USA and she told me that in her school there were more Lateens than Americans, and of course people with Latin blood is going to continue with their national traditions and it is a strong base for being scared because if that growing continues like that, then what is going to happen with the Americans, so is understandable what USA is trying to do.

4 Natalia Hernández Sámano { 10.01.11 at 4:18 am }

i think it is really important to consider the latinos because they are part of the population and they use the media also. It means that the industry is really interested in having the latinos as an audience.
that´s why i think it is really important.

5 Maria Urquiza { 02.25.12 at 4:01 pm }

As we know, “latinos” make up most of the population, is obvious that americans are scared, because they are wondering that they are going to be the ones with the best jobs and at the end with the money. I thinks americans should, instead of having latinos as enemys start making a team.

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