LATINcon National Association of Hispanic Journalist,Adriana Peña,

YouTube Studios Los Angeles March 28th 2014 "

Hispanics and Language Acculturation, Retro-aculturation and Spanish "

U.S. Latino population and the Spanish speaking population continues to grow

Hablas español? 38.3 Million Latinos in the U.S. do.

35.3  

41.9  

50.5   51.9   53.0  

28.1  

32.2  37.0   37.6   38.3  

2000   2005   2010   2011   2012  

La/nos  

Spanish  speaking  La/nos  

Source: US Census as dated

36% + Spanish speaking Latino population, since 2000

75% Spanish or Bilingual Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative, 2012,

28%

15% 25%

28%

4%

Language usage among U.S. Hispanic Adults

Only Spanish Only English Mostly English Mostly Spanish Spanish & English Equally

75% of Latinos Speak Spanish SPANISH IS THE DOMINANT LENGUAGE FOR 62% OF BILINGUAL LATINOS

The + Identity Latinworks and EthniFacts 2013, Voz Latimun Lenguage usage survey 2014

Source:  US  Census  as  dated  

Multiple trends suggest that the number of Spanish speakers in US will grow in the coming years!

830, 000 additional Latinos in US each year.

0.3   0.4  0.7   0.9   0.9  

1.3   1.4  1.8  

1.5   1.4   1.5   1.6   1.6  1.7   1.8   1.9  

2.0   2.1  

 '60-­‐'65  

 '65-­‐'70  

 '70-­‐'75  

 '75-­‐'80  

 '80-­‐'85  

 '85-­‐'90  

 '90-­‐'95  

 '95-­‐'00  

 '00-­‐'05  

 '05-­‐'10  

 '10-­‐'15  

 '15-­‐'20  

 '20-­‐'25  

 '25-­‐'30  

 '30-­‐'35  

 '35-­‐'40  

 '40-­‐'45  

 '45-­‐'50  

Actual  and  projected  immigra/on:  1960-­‐1965  through  2045-­‐2050  (average  annual  immigrants  in  millions)  

Despite  current  decrease  of  immigra/on  the  expected  annual  rate  is  1%  growth  in  the  foreseeable  future    

Source:  Forrester  

By 2020 there will be 40- 45 Million, Spanish

speakers in the U.S.

Drivers of the growth in the number of Spanish Speakers: 1.  Current Spanish Speakers Life Spam 2.  New Spanish Speakers coming in the

country 3.  New kids being born having Spanish as

their main language at home 4.  Kids form inter-racial homes learning

Spanish as their second language

31% 39% 30% 51  MM 2010

30% 38% 32% 65  MM 2020

31M U.S. Born 20 M Foreign Born

1st  Gen Foreign-born immigrant

2nd  Gen US born, at least one parent is foreign-born

3rd  Gen US born, Both parents are US born, grand parents are foreign born

U.S. Latinos by generations 3rd  Gen

2nd  Gen

1st  Gen

6.5 Million Of 1st Generation Latinos are Legal Permanent Residents, (LPR) 3.5 of them are Mexicans 4.3 Million of Naturalized Latino American Citizens in 2010

Source: Pew Hispanic, 2012 , Estimaded numbers based on staticstis from Homeland Security, Office of Inmigration Statistics 2013, 16.8 Mill of Naturalized Citiizens in U.S. In 2009, estimated 19.2 in 2014, 25% of them are Latinos,

61% of Latinos are U.S. Born

50% of Foreign Born Latinos have legal status in U.S.

61% of Latinos are US Born, yet only 15% of Latinos do not speak Spanish

56% of U.S. Latinos adults speak

primarily Spanish at home

Source: The + Identity Latinworks and EthniFacts 2013, Voz Latimun Language usage survey 2014

Bilingual and Bicultural

85% Of Latinos who call themselves equally Latino and American."

40% Of Latinos 18+ read and speak English and Spanish fairly or very well."

61% of Second Generation of Latinos speak Spanish, 53% of them are bilingual, 40% are English Dominant

Source:  Pew  Research  Center,  “U.S.  Popula/on  Projec/ons:  2005-­‐2050”  Feb  2008  

0   20   40   60   80   100   120  

Third  Gen  +  

Second  Genera/on  

Firts  Genera/on  

All  Hispanics  

Spanish  Dominant  

Bilingual  

English  Dominant  

15%

Of Latinos speak only English"

12  

Same Data is being used to tell two different stories. Is the glass half full or half empty?

Are Latinos in US going to stop speaking Spanish beyond 2020? Would Assimilation of the young and death of old create an English Only Speaking Latino Population?

Source:  Pew  Research  Center,  2011 American Community Survey  

36% of U.S. Latinos are foreign born, which means approximately 19 Million Latinos in US won’t stop being Spanish Dominant Their median age is 27, so could expect them to live many years more…

There’s little change in the age composition of Latinos speaking Spanish – which means that assimilation is not preventing younger Latinos to speak Spanish at home

Spanish Speaking US Population Age composition is not getting significantly older

 age  5-­‐17  age  18-­‐64  age  65+  

 2000  2005  2010  2011  2012  

The majority of Latinos listen to music, watch TV and think in Spanish at least as often as they do in English

45% of US Latinos think mostly in Spanish and 16% think equally in both languages

Listening  to  music   watching  TV   Thinking  

use  only  English  

use  English  more  

use  both  equally  

use  Spanish  mostly  

use  only  Spanish  

68%   53%  61%  

Source:  Pew  Hispanic  Center  na/onal  survey  of  La/nos,  November  2011,  ny/mes.com,  “To  Expand  Reach,  Retailers  Take  Aim  at  Hispanic  Shoppers,”  December  5,  2013  

Latino Millennials, are socialized in a family

setting placing strong emphasis on their

Latino roots

77% of U.S. Latino Millenials are Bilingual  

Among  young  La3nos  

Encouraged  to  speak  Spanish  by  parents   60%  Encouraged  to  speak  English  by  parents   22%  

Source:  Pew  Research  Hispanic  Trends  Project,  “Between  Two  Worlds:  How  Young  La/nos  Come  of  Age  in  America,”  December  2009  

What  was  the  first  language  you  learned?

First  Genera3on  (born  out  side  U.S.)

Second    Genera3on    35+  

Second  Genera3on  Millenials

English 4% 27% 23%

Spanish 87% 36% 42% English  &  Spanish  at  same  /me

9% 37% 34%

Growing importance of bilingualism and Latino Pride

Later Gen Bilingual Latinos Still Learn Spanish SPANISH IS THE FIRST LANGUAGE 76% OF MILLENIALS

Source: Voz Latinum Language usage survey 2014

Source:  US  Census  as  dated  

47% of Third Generation, of Latinos speak very well Spanish

82  

91  

82  

47  

78  

91  

71  

41  

0   20   40   60   80   100  

All  Hispanics  

First  

Second  

Third  +  

read  Spanish  "Very  Well"/"Pregy  Well"  

Speak  Spanish  "Very  Well"/"pregy  well"  

Preserving our “Latin-ness” Retroaculturation: Passing on your self-Identity to your children

Emotionally Hispanic

Emotionally Hispanic

Emotionally American

Emotionally American

55% 20%

45% 80%

56% 74%

44% 26%

Non-Moms

Moms

Emotional Acculturation Un-acculturated Bicultural

Source: Latinum Winning with the Bilinguals Biculturals, Voz Latimun Language usage survey 2014

Once Bicultural Latinos become parents they identify themselves as emotionally Hispanics

Bilingual Hispanics’ Identity

Hispanic Identity Family Respect Discipline Affection Humility Religion

American Identity Tenacity Work Ethic Freedom Ambition Order Rules

Best of Both Language Holidays

Food Media Music

Create their own identity by choosing the best of both

Source: Voz Latimun Language usage survey 2014

Food Music

Media Language

Dress Holidays Traditions

Visual aspects of culture

Ethics Personal Space Handling Emotions

Family Relationships Notions of Time Humor

Ideology Beliefs Heritage Religion

Non-visible Aspects of culture

The Latino Consumer PASSION POINTS

Source: Voz Latimun Language usage survey 2014

Latino Passion Points are not based on language, like:

Music Soccer Food Family Immigration Local Communities "

Relevancy of Spanish in Media and Marketing in US will keep growing

Spanish speaking population in U.S. will keep increasing

it is about passion points, story telling, characters and media touch points

Relevant Media for Latinos goes beyond language:

Content producers and brands targeting Latinos need to consider this multidimensional approach

Latinos are trendsetters and traditionalist at the same time, they are bicultural and live in multigenerational communities.

Thank  you!      

 Adriana  Peña  EVP  Marke/ng  and  Sales  Development  Entravision  Apena@entravision.com  adriana@adrianapena.com  @AdrianaJPena