Majority of Latinos identify “familia” as core to their identity

Oct 16, 2012

The FAM Study (Familia Americana Moderna) released by Telemundo Media explores the evolution of the Latino family and its impact on television viewing habits and family influence on purchase decisions in key categories.

The study, conducted among over 1,000 Latino adults 18+, also provides a better understanding of the multi-family and extended family phenomenon and explores the role of culture and the situational and selective preference for the use of Spanish.

Findings showed 86 percent of Latinos identified the “family” as core to their Latino identity; 81 percent said Spanish-language television preserves the language and culture in Latino families; and more than 60 percent of Latinos look for info and advice within their family across key product categories such as food, financial services and health products.

Multiple economic, social and cultural forces in the U.S. affect Latinos today at a higher rate than other ethnicities, creating unique family dynamics that have a strong influence on attitudes, behaviors, purchase decisions and media consumption.

The FAM study also found:

– Spanish-language television news and entertainment is an invaluable resource for Latino families. Eighty-one percent stated Spanish-language television is used to maintain the language and culture for themselves and their family members. In addition, viewing of Spanish-language television is a family experience, with 70 percent of respondents stating they watch television with their children.

– Consumer purchase decisions are heavily influenced by the family across key product categories: 73 percent look within their family for advice/information when purchasing food and 60 percent when making purchase decisions on financial services and health products.

– “Familia” (family) is the core to Latino identity. When asked “What does it mean to be Latino?” 86 percent chose family and 41 percent picked home as the top two identifiers. When asked the same question about being American, 56 percent chose economics and 42 percent education.

– Each Latino family owns an array of devices, with 85 percent reporting use of an HD television at home with all family members, followed by laptop computers (81%), smart phones with apps (78%) and gaming consoles (74%).

– Latino families also reported that the internet enhances their family connection: 84 percent of respondents said they use search engines every day or a few times a week, with 66 percent connecting with relatives via Facebook and 42 percent using instant messenger to speak with family.

Telemundo Media research model defined the following family segmentations:

– Multi-Gen: Three or more generations living in family home – 25%

– Multi-Fam: Two or more families living together in one home – 31%

– ReNesters: Young Adults have returned to live with family after living elsewhere for some time – 18%

– Comings & Goings: Persons living in family home who came to the U.S. in the past three years or left the family home to return to their country of origin – 26%

– Inter-Ethnics: Family that includes one or more persons who are not Latino, typically a spouse – 15%

Source: NBC Universal, Nearly 90% of Latinos identify “familia” as core to their identity according to Telemundo media's the FAM study, unveiled at advertising week in New York, October 4, 2012.