A huge misunderstanding of the American Hispanic population has caused media companies and advertisers to miss possibly the most important segment in the country.
Cable companies and advertisers, to their hurt, don't understand that study after study shows that young American Latinos that were born in America, or grew up here, strongly prefer programming and advertising in English, or at least predominately English.
The problem is that there's the assumption that marketing and producing shows to Hispanics, means that it is to be done via Spanish language media. That assumption, among the young Hispanic market, is completely wrong.
This is so important because young Hispanics in the U.S. are the fastest growing demographic in the country. As Hispanic Business reports, "They're young, educated, with disposable incomes, and a big appetite for media. And for those who were born in the United States or grew up here, a slew of recent studies show that they want that media in English or English dominant."
This is a huge opportunity that is waiting to be addressed. Some are trying to reach them, but nobody has struch the right cord yet.
A growing need among all companies is to understand that there really isn't such a thing as a mass demographic anymore. You can't assume because someone is Hispanic, that they are to be reached in any one sort of way. There is extraordinary segmentation within this market, just like there is in any other. To understand the preference of language by certain Hispanics, is just the first of many that need to be recognized, so that they can be understood in how to be reached and marketed to better.
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