MERCADEO Versión en español
Hispanic teenagers turn to digital media to define their identity
Manuela Walfenzao| 15 de marzo de 2016
Tamara Barber, Manager, Custom Reserach, Simmons Research, led a webinar on Hispanic Teens with AHAA. The webinar highlighted some important differences between Hispanic and non-Hispanic teens. According to the research, more than one-fifth of U.S. teens are Hispanic. This is equivalent to 5.6 million teens who are developing a multicultural identity. The study proved that Hispanic millennials, unlike their parents, do not entirely identify with Latino values. They are gradually shaping their identity with a mix of their American and Latino roots. The research revealed that this generation might face resistance to change in their homes. Most teens feel more reined in by family ties. Non-Hispanic teens did not report feeling this tension. These behavior patterns also affect social attitudes, since young Latinos are shyer than Americans.Teen Latinos are turning to digital media to help define their new and multifaceted identity. Simmons Research found that Hispanic teens are more likely to engage in the following online and mobile activities as they attempt to shape their digital self: chat forums, photo albums, blogs, download music, search engines and watch TV. As opposed to American millennials, when Hispanics find something they love, they have a greater tendency to adopt it. Music and fashion are among their main interests.
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