86% of Latinos identify the family unit as central to their identity

Telemundo has revealed the results of a new study done by The FAM Study designed to examine the evolution of the Latino family in the U.S. and its tendencies watching television, as well as its influence on buying decisions. As part of Telemundo’s new rebranding campaign The Power of T, the study provides a better understanding of the role of culture and the preferences as far as language use. The results concluded that 86% of Latinos identify the family unit as central to their own identities. Also, 81% believe that Spanish-language television conserves language and culture within Latino families. More than 60% of Latinos solicit information and advice from their families in regards to food, financial services and health products. “The FAM Study truly reflects the current cultural landscape in America and validates our rebranding strategy anchored on our audiences’ duality between their strong connection to their Latin roots and their contemporary mindset of living in the U.S.” said Jacqueline Hernandez, CCO of Telemundo Media. “One sixth of the current U.S. population is Latino, and the market is growing at a double-digit clip in both consumer purchase power and influence. Our clients and partners are deeply invested in reaching their target audience and The FAM Study provides a new perspective on engaging with consumers in a meaningful way”.