Bicultural Hispanisc represent a unique opportunity for advertisers

Bicultural Latinos, who feel strong cultural ties to their identity, both as a Hispanic American, represent 53% of Hispanics in the U.S., according to a new report from Horowitz Associates FOCUS: Latino 2014.The report also reported that bicultural Hispanics tend to be more educated and make more money than the average Hispanic, making them a desirable demographic target for advertisers. Furthermore, compared to the total of Hispanic TV viewers, bicultural are generally younger, entertainment-oriented and technologically savvy. Biculturalism is not a new phenomenon, many media companies and advertisers have begun to focus on this group and are working to develop effective strategies to engage them. Biculturals are a difficult audience to reach in the complex ecosystem of the media today.Bicultural Hispanics constantly adopt new behaviors and media platforms. 95% have the ability to view TV content on alternative platforms and use three of every 10 hours available to display programming content broadcast live and programmed television. Remarkably, 38% for bicultural Hispanics reported seeing a television program made for the web, compared to 27% of other Hispanics.”Media companies now recognize that bicultural are a unique market, but creating content for this audience creates a creative challenge,” Adriana Waterston, SVP of Marketing and Business Development for Horowitz, said.