Hispanics and Language, Acculturation, Retro-Aculturion and Language
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The document discusses trends in the Spanish-speaking Latino population in the United States. It notes that the number of Latinos in the US who speak Spanish is growing and expected to reach 40-45 million by 2020. While some Latinos are becoming English dominant by the third generation, Spanish language retention remains strong, especially among younger generations who see their Latino identity and Spanish language as closely linked. The growing Latino population and emphasis on bilingualism and Latino culture suggests the prominence of Spanish and relevance of Spanish-language media will continue increasing in the United States.
Hispanics and Language, Acculturation, Retro-Aculturion and Language
- 1. LATINcon National Association of Hispanic Journalist, Adriana Peña, YouTube Studios Los Angeles March 28th 2014 " Hispanics and Language Acculturation, Retro-aculturation and Spanish "
- 2. U.S. Latino population and the Spanish speaking population continues to grow
- 3. 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
- 4. 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
- 5. Source: US Census as dated Multiple trends suggest that the number of Spanish speakers in US will grow in the coming years!
- 6. 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
- 7. 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
- 8. 31%39% 30%51 MM 2010 30%38% 32%65 MM 2020 31M U.S. Born20 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 Gen2nd Gen1st 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
- 9. 56% of U.S. Latinos adults speak primarily Spanish at home
- 10. 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."
- 11. 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. 12 Same Data is being used to tell two different stories. Is the glass half full or half empty?
- 13. 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?
- 14. 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…
- 15. 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
- 16. 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
- 17. Latino Millennials, are socialized in a family setting placing strong emphasis on their Latino roots
- 18. 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
- 19. 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 SPANISHISTHEFIRSTLANGUAGE 76%OF MILLENIALS Source: Voz Latinum Language usage survey 2014
- 20. 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"
- 21. 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
- 22. 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
- 23. 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
- 24. Latino Passion Points are not based on language, like: Music Soccer Food Family Immigration Local Communities "
- 25. Relevancy of Spanish in Media and Marketing in US will keep growing Spanish speaking population in U.S. will keep increasing
- 26. it is about passion points, story telling, characters and media touch points Relevant Media for Latinos goes beyond language:
- 27. 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.
- 28. Thank you! Adriana Peña EVP Marke/ng and Sales Development Entravision Apena@entravision.com adriana@adrianapena.com @AdrianaJPena