Research Targeting Latino’s Ages 14-34 Reveals Nearly 50% Seek More Bilingual/Bicultural Content
Tr3s: MTV, Música y Más, the bilingual/bicultural network for U.S. Latinos, 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-borns 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
