Bilingual, bicultural marketing is becoming more of an integral part of media buys as the number of Hispanics in the U.S climbs. According to Pew Hispanic, 35 percent of the audience in America is Spanish speaking and by 2020 that number will near 40 percent, which comes to about 37.5-41 million Spanish speakers. According to BBC research, 1 in 4 Americans under the age of 18 is Hispanic. The research predicts that the average U.S Hispanic family will have four or more children and that by the year 2060, Hispanics will account for one in three people in the United States which actually doubles their proportion in the population today.
Current prospecting suggests that by 2020, this Spanish-speaking share will decline and English will become the main language of around 34 percent of U.S Hispanics. Marketers will have to tailor their campaigns more closely to Hispanics who will have become more acculturated, while holding on closely to their Hispanic heritage and values. We will begin to see more integrated, blended campaigns which actually change the whole definition of “General Market.”
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