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Although most Hispanics consider it important to spend time with family and preserve their cultural heritage, those who are less acculturated or bicultural place an even stronger emphasis on these areas than those who are more highly acculturated, according to The Hartman Group. Overall, 47% of Hispanics are bicultural (bilingual, consuming English and Spanish media about equally), while 31% are acculturated (speak mostly English at home, consume English-language media) and 22% are unacculturated (speak mostly Spanish at home, consume Spanish-language media). Regardless of their level of acculturation, Hispanics prefer to be described by either their country of origin or the country of origin hyphenated with “American.” Fewer than a quarter prefer to be called Hispanic or Latino.
The majority of Hispanics (58%) prefer to use Spanish when speaking to their parents, and 43% prefer it when speaking to other family members. More than a third (36%) prefer to speak Spanish with their children.
Just over half speak English at work or school (52%) or when communicating with store employees (51%), while about a third (34%) speak English with friends. Just one in four (25%) speak English with their kids.
SOURCE: “Charting A Course for Understanding: The Multi-Cultural Latino,” April 2013, The Hartman Group and MSL Group Americas, Blaine Becker, Senior Director, Marketing: 3150 Richards Rd., #200, Bellevue, WA 98005; 425-452-0818, x124; blaine@hartman-group.com; www.hartman-group.com. Price: $15,000.
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