Research: Nearly 50% of New Generation Latinos ages 14-34 seek more bilingual/bicultural content
Tr3s: MTV, Música y Más unveils research findings from The Maximo Report, a new study co-sponsored by Tr3s, and conducted by Motivo Insights, LLC and the New Generation Latino Consortium (NGLC) that uncovers key insights into the growing young, bicultural Latino. The report is the first-of-its-kind conducted with this demographic, combining both quantitative and qualitative methodologies with 14-34 year old Latinos, both U.S. and foreign-born that have lived in the U.S. for 15 years or more. Key findings will be unveiled in the coming weeks to reveal the role of media, entertainment, digital media and marketing & advertising in their US Latino lives. Additional areas explored in the research include the content this group consumes as well as language preferences based on their acculturation.The Maximo Report reveals nearly 50% of NGLs seek more bilingual/bicultural programming and over 30% look for mainstream English-only content. NGLs hunger for more bi-lingual, bi-cultural programming, specifically content where they are the star, their lives, entertainment interests and issues are authentically represented and their American and Latino sides meet. The results also indicate Tr3s: MTV, Música y Más as the only Hispanic channel that all NGL age segments 14-34 agree most speaks to the Latino heart & soul. Joining Tr3s with the 14-17 segment is SíTV (soon nuvoTV), mun2 and Azteca América, with 18-24s is Univisión, Telemundo and Discovery en Español, with 25-34s is Univisión, Telemundo, Fox Deportes and ESPN Deportes.
