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Brief Published: 17 Sep 2015

Reaching Hispanic Subcultures

Within the US Hispanic consumer group, there are four segments, based on cultural attitudes

US Hispanic consumers can be divided into four segments based on their cultural attitudes and values, and shouldn't be viewed as a homogenous group, according to the Nielsen-Culturati Hispanic Segmentation model.

Launched in September 2015, the model identifies Hispanic consumers beyond language and demographic data, and introduces four subgroups:

  • Latinistas (Culturally Hispanic): Very traditional and Hispanic-centred, this group is the least focused on blending cultures. More than half speak English if necessary, but prefer to speak Spanish, and a third are second- and third-generation Hispanic.
  • Heritage Keepers (Bicultural): Although somewhat progressive, this subset is still focused on preserving their heritage. Most (86%) are first-generation Hispanics and favour speaking Spanish.
  • Savvy Blenders (Bicultural): This group is progressive, embraces diversity and focuses equally on preserving heritage and blending cultures. They are bilingual and use Spanish or English depending on the situation. While this segment has a strong second-generation population (49%), it is diverse, with the first and second generations each accounting for between 20% and 30% of the group.
  • Ameri-Fans (Culturally American): Progressive with diluted Hispanic heritage, this group is closest to the average mainstream consumer. They generally speak English and the majority (82%) are second- or third-generation Hispanic.

The bicultural subgroups are particularly valuable when considered as one group, as they account for 44% of the US Hispanic population and represent nearly half of US Hispanic buying power.

For more insights on connecting with Hispanic audiences, see Hispanicize 2015 and SXSWi 2015: Dissolving Demographics.