Page 32 - Synchrony US Hispanic Market Playbook

THE ROLE OF LANGUAGE &

ASSIMILATION

For US Hispanics, Spanish is a cultural connector and a source of pride. It largely
impacts how this community engages with media and brands.

With 41 million native Spanish speakers, the US is the world’s second-largest
Spanish-speaking nation.

Although Spanish is a single language, there are multiple dialects that exist from the
Latin American countries of origin and the pronunciation of words or grammatical
syntax might differ across the different dialects. Hispanics can be divided into three
categories based on their language usage:

 Spanish Dominant, (2) English Dominant, and (3) Bilingual

 Many US Hispanics live in multigenerational households where it is important to
be able to communicate in Spanish with grandparents or parents at home.

 Nearly 90% believe it is important for future generations of Hispanics to learn
Spanish.

 Language is an extremely important way to connect with Hispanics, as it
continues to be the language of the heart, even for those who are bilingual.

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