US Hispanics and Content: US Latinos have a sustainable culture with a different story telling and passion points than anglos. Relevant content for Latinos goes beyond language but 90% of Latinos want their children to speak spanish

1. Digital Hollywood
Hispanics and Mobile: Content and Latin
Culture
Adriana Peña Ruiz
1
Oct 2013

2. US Latinos: A sustainable culture

3. Cultural
Sustainability :
90% are
proud of
being Latino
State
of
the
Hispanic
Consumer:
The
Hispanic
Market
Impera8ve
–
Nielsen
Q2,
2012,
EthniFacts,
La8nworks
2013

4. 4
State
of
the
Hispanic
Consumer:
The
Hispanic
Market
Impera8ve
–
Nielsen
Q2,
2012,
EthniFacts,
La8nworks
2013
Cultural Sustainability : 90% want their children to
speak Spanish
56%
of US Latino adults speak primarily Spanish at home
90%
of US Latinos want their children to speak Spanish at home
15%
Of US Latinos speak
only English

5. Bicultural
US Latinos are::

6. Otra Familia, to stress the point that our
Latino concept of family goes up to el primo
I Really like this photo for this, big family holding American flags at a birthday party
http://www.bigstockphoto.com/image-32541008/stock-photo-large-hispanic-family-celebrating-birthday
AmbiculturalTM
The
Plus
Iden8ty,
La8nworks,
EthnicFacts
Feb
2013,
US Latinos are::

7. .!
.! .!
7
The
Plus
Iden8ty,
La8nworks,
EthnicFacts
Feb
2013,
personal
hypothesis
on
archetypes
and
La8no
Story
telling
Latinos have the ability and
willingness to function completely in
two cultures.
Being Latino is not a transition
between two cultures, it is and
aspirational and behavioral
destination of being in two cultures
at the same time

8. .!
.!
8
Distinctive Latin Passion Points:
• Music,
• Soccer,
• Food,
• Family
• Immigration
…are very well known

9. .!
.!
9
BUT

10. .!
.!
10
Over-simplification and
misunderstanding
is more the norm than
the exception

11. .!
.!
11
Anglo Storytelling: Journey of the Hero
Does not resonate to Latino culture as
much as it does to other cultures
We have a different set of priorities in
our archetype mythology and beliefs

12. 12
State
of
the
Hispanic
Consumer:
The
Hispanic
Market
Impera8ve
–
Nielsen
Q2,
2012,
EthniFacts,
La8nworks
2013
The Mother, The Magician and the Regular Guy are
essential archetypes in the Latin Culture

13. .!
.! .!
13
Collective Consciousness:
Latino self identity is conformed more
by a collective identity, therefore
beliefs, myths and values of the
family and the community have a
profound impact on the individual self
identity

14. For a Latino, Family comes first and
family has a broader definition, that
includes extended family

15. Logo
do n
loca
Adriana Peña Ruiz
15
apena@entravision.com
Executive Vice President Marketing and Sales Development
Los Angeles 2013