Page 23 - Going for Growth: Targeting Today's Diverse Consumers

22 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

Veterans. In all cases, marketers must understand what media is reaching which part of
the segment for the appropriate allocations against specifi c targets.

C. IN-LANGUAGE

Research shows that language is one of the closest connectors to culture. It is typically
used to pass important aspects of one’s heritage from one generation to the next. For
many, languages from childhood or those shared with family are considered languages of
the heart — a portal to emotional responses. Even among the most bilingual, the impact of
communication in languages other than English is profound. It is not surprising, therefore,
that the media landscape (particularly media directed to U.S. Hispanic and Asian
segments) continues to include in-language offerings. Furthermore, as consumers seek
more personal engagement, in-language media options play an integral role in addressing
this need.

When it comes to the U.S. Hispanic segment, the U.S. Census reports that the absolute
number of Spanish speakers in the country has been growing continuously since 1980, and
is estimated to continue to grow in the next three years. It is also important to note that
media engagement among Hispanics is taking place in both Spanish and English across
all media outlets. A Spanish-language platform is undoubtedly the best medium to reach
a Spanish-preferred Hispanic, whereas the platform options may be wider when targeting
a Hispanic who toggles between Spanish and
English platforms, or who may prefer English
“ For many, languages from over Spanish in terms of language but still has
childhood or those shared strong cultural interests.
with family are considered
languages of the heart When it comes to the Asian-American segment,
it is also not surprising that the media
— a portal to emotional landscape focused on this segment includes

responses.” a variety of in-language offerings. In fact, the
Asian segment is a highly diverse and fast-
growing group, representing 18 countries. Two-
thirds of the Asian-American population in the United States are foreign-born and show a
high propensity to prefer in-language media. Eighty to 90 percent of the content featured
across the in-language outlets is imported directly from Asia. For foreign-born Asians, it
serves as a reminder of home or country of origin.

Among foreign-born Asian-Americans, these platforms also play an important role when
it comes to engaging with other Asians. Like bilingual and Spanish-dominant Hispanics,
Asian consumers want to stay on top of news and current events in their home countries
and rely on in-language platforms to deliver the culturally relevant content they seek in a