The Elusive Bicultural Latino Audience
According to Horowitz Associates’ Focus: Latino 2014 report. Bicultural Latinos, Hispanics who feel strong cultural ties to both their U.S. and Hispanic identities, represent 53% of America’s Hispanics.
Biculturals, who tend to be more educated and make more money than average Hispanics, are a highly desirable target demographic for advertisers. Additionally, compared to total Hispanics and TV content viewers overall, biculturals are younger, more entertainment-oriented, and very tech-savvy. Many media companies and their advertisers are now working to develop effective strategies for engaging them…
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