Getting to Know 3rd Generation U.S. Hispanics

A new research study from Yahoo looks at the unique perspective and cultural ties of Hispanics born in the U.S. whose grandparents came over from another country.  

Yahoo, in partnership with Ipsos and Audience Theory, recently published a research study titled “3rd Gen Hispanics: What Drives Them, Inspires Them, and How to Make the Brand Connection”.

This report, based on the results of a survey of U.S. Hispanics, reveals some great insights—a few of which we’ll share with you here today.

Who Are Third-Generation Hispanics?

The Yahoo study focuses specifically on 3rd generation U.S. Hispanics. Yahoo defines this audience as those “born in the U.S., with both parents also born in the U.S., and at least one foreign-born grandparent”.

It’s also worth noting that there is a significant overlap between Hispanic Millennials and 3rd generation U.S. Hispanics. Due to their numbers and cultural influence, Hispanic Millennials are one of the most coveted audiences for marketers today.

15 Findings About the Cultural Connections of 3rd Gen U.S. Hispanics

The Yahoo study provides a telling glimpse into this audience. Here are a handful of noteworthy findings:

  1. Over 7 in 10 3rd Gen U.S. Hispanics feel connected to their Hispanic heritage
  1. More than half of 3rd Gen Hispanics feel their culture has an important impact on their self-identity
  1. 71% of 3rd generation Hispanics believe it’s important for them to keep their family’s heritage/ traditions/customs alive
  1. Over 7 in 10 want to raise their children with a blend of values from both cultures
  1. 9 in 10 bilingual Hispanics say that speaking Spanish is a valuable skill in America today
  1. 77% say it’s important to speak Spanish to preserve their culture and heritage
  1. 7 in 10 English-only 3rd Gen U.S. Hispanics wish they could speak Spanish
  1. 40% of English-only 3rd Gen Hispanics feel anger/annoyance at their family for not ensuring they learned Spanish
  1. 54% of 3rd Gen U.S. Hispanics say they actively seek out and/or enjoy online content tailored to them as Hispanic/Latino
  1. 40% of 3rd Gen U.S. Hispanics are generally dissatisfied with the quality and/or amount of online content that exists and appeals to them as Hispanic/Latino
  1. 59% of bilingual 3rd gens use social media to feel more connected to a network of Hispanic people/friends/family and culture
  1. 47% of 3rd Gen U.S. Hispanics consume memes that speaks to their Hispanic language/heritage; 54% of bilingual 3rd gen consume these memes in Spanish
  1. Almost two-thirds of 3rd Gen U.S. Hispanics—whether they speak Spanish or not—follow Hispanic/Latino celebrities
  1. 60% of 3rd Gen U.S. Hispanics say the Latino celebrities they admire most are those who acknowledge their cultural heritage
  1. What makes 3rd generation Hispanics feel connected to their heritage:
  • The food they eat or cook 68%
  • Traditions/celebrations/holidays 55%
  • Their family name 45%
  • The way their parents raised them 42%
  • Their personal ethics/values 42%
  • The way they interact with their grandparents 35%
  • The language they use / the way they talk 34%
  • The way they interact with their parents 33%
  • The music/radio stations they listen to 26%
  • The products they purchase 24%

Speaking to 3rd Generation Hispanics in Marketing & Advertising

As illustrated above, one of the most notable findings of the study pertains to 3rd Gen Hispanics perceptions of cultural identity. As Yahoo notes:

“On the surface, it appears that the third generation’s cultural identity may be on the decline as English has become the more prevalent language for them, but our findings show it’s actually growing stronger.”

The Yahoo study provides these tips for brands working to reach 3rd Gen U.S. Hispanics with their marketing:

  • Reflect this generation’s unique attitudes toward cultural identity
  • Know the difference between “Hispandering” and being reflective of cultural realities
  • Be strategic about how you use Spanish

You can download the full “3rd Gen Hispanics” research study from Yahoo here.