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Comprehending the impact cultural affinity has on media consumption has become increasingly essential for advertisers, marketers, and media companies, as a Horowitz Associates study reveals for many U.S. Latinos, identity is not a question of language but rather cultural relevance.

US Hispanics bicultural identityAccording to the most recent Horowitz Associates annual FOCUS: Latino report, many U.S. Hispanics feel culturally connected to both their U.S. and Latino identities. For the past 11 years, the study has tracked U.S. Hispanics’ attitudes towards and viewing of TV, broadband and alternative platform content and services. It finds that, when asked to rate on a scale of 1-5 whether they identified themselves as “completely Latino” or “completely American,” 18% of Hispanics identify themselves as “completely American,” 43% as completely Latino, and four in ten (39%) feel they are a mix of both.

This data correlates to acculturation markers like language use in the home. Latinos in bilingual homes are, more likely to be bicultural. Most importantly, four in ten Hispanics in English-oriented homes (where mostly/only English is spoken) consider themselves both Latino and American, and a full 16% of those heads of household define themselves as “completely Latino.”

At the same time, bicultural Latinos do not necessarily only live in bilingual homes: Almost one-quarter of bicultural Latino heads of household live in Spanish-dominant homes and one-third live in English-oriented homes.

As previously discussed, understanding how cultural affinity is increasingly essential regarding media consumption, FOCUS: Latino finds that Latinos identifying themselves as bicultural spend the majority of their TV viewing time– 72% — with English language TV and 28% with Spanish language programming. Yet Spanish language TV remains important: Four in ten (43%) bicultural Latinos watch TV in Spanish at least every other day and programming in English targeted to Latinos is quickly gaining ground, with 20% of biculturals watching at least weekly — a number likely to increase as more of this content becomes available.

“The Hispanic market has always been complex and diverse, with a market for both Spanish and English language media, marketing, and advertising,” notes Adriana Waterston, Horowitz’ VP of Marketing and Business Development. “It has never been exclusively about language as much as it is about cultural relevance. There is a large and growing opportunity for language-agnostic content and messaging that speaks to the experience of being both American and Latino that will resonate loudly with this bicultural segment.”

* Horowitz Associates Market and Multicultural Research is a boutique research consultancy providing custom quantitative and qualitative research and consulting among general market, Hispanic, and multicultural consumers for more than 25 years. In addition, Horowitz publishes a variety of media industry studies including State of Cable and Digital Media™ and Multiplatform Content and Services™, both available in multicultural editions, as well as FOCUS: Latino™ and FOCUS: African America™. FOCUS Latino is based on an annual telephone survey of 600 Hispanic heads of household, 18+, as well as 350+/- online surveys of Hispanic broadband users 15+ with home Internet access. The 2011 study is available now with discounted pricing. For information and pricing, visit