Over Half of US Hispanics Are Bilingual—get in Their Ear

The US Hispanic population is 65M+ strong, outranking other demographics for being the nation’s largest minority group. Clearly, it’s an audience that cannot (and will not) be ignored—especially with their buying power of $2.7T. So, the only thing up for debate is whether or not brands know how to speak to this powerful, growing demographic. In English? En español? 

Bilingualism is no longer an either/or. It is a diverse spectrum, connecting with culture every step of the way. Whether some speak mostly Spanish or English, 61% of the US Hispanic population is somewhere on the bilingual spectrum. Bilingualism is more than a means of communication; it’s connected to one’s identity and heritage—helping define who they are and show their cultural pride. Dive into how language fluidity defines this audience. Plus, uncover the best practices to reach Hispanic audiences with authentic, relevant messages.

Starting Out with Spanish

For many Hispanics, the bilingual experience started when they were young. Parents have historically introduced their children to languages sequentially, with 48% learning Spanish first and only 17% learning English first. And despite which language they learned first, the majority (69%) grew up in Spanish-speaking households.

Parents are able to bond with their children by passing down the language and culture and creating experiences that connect them to their heritage. For instance, when a baby cries, a Hispanic mother might quickly start talking or singing a lullaby in Spanish. This early exposure creates a deep-rooted emotional connection to the language that stays with them for the rest of their lives.

A Link to Heritage and Identity

Spanish is more than a means of communication for bilingual Hispanics—it’s a vital link to their identity and heritage. Compared to the total Hispanic population, bilingual Hispanics over-index (141) for agreeing they identify very closely with Latino culture, with 68% saying speaking Spanish is an important part of their culture. Whether they’re honing their Spanish-language skills to connect with extended family members, visit their homeland, or feel closer to their roots, more than half of Hispanics agree that speaking the language is an important part of their identity and who they are.

Connecting with Family and Friends

Spanish is the go-to language for speaking with loved ones, with 83% saying that speaking Spanish keeps them connected to their family. And 44% say they often speak Spanish when spending time with family. For some, being bilingual is a form of support for family members who need translating from English to Spanish and vice versa. 

Carrying on the Tradition

Nine in 10 Hispanics say it’s important for Hispanic parents to teach Spanish to their children to help maintain the culture. And as they become parents themselves, they’re taking a balanced approach to keeping traditions alive, with 56% of Hispanics saying they want their children to balance being American with Latino culture.

This audience finds and adapts methods to raise their children as bilingual from the start, with one of these methods being “translanguaging,” where parents allow their kids to move easily between languages (for example, using Spanish at home and English outside of the home). Another approach is adopting Spanglish, a phenomenon that involves blending Spanish and English together, creating new words and phrases that reflect the cultural and linguistic fusion of the US.

Best Practices for Speaking to Bilingual Hispanic Audiences

For bilingual Hispanic Americans, Spanish is deeply ingrained in their cultures and identities, connecting them to their family, friends, and heritage. It’s the sound of home, calling on their earliest memories and experiences and inspiring them to keep traditions alive. But the Spanish language alone isn’t the only way to reach them. So, what does that mean for brands? Let’s get into some of the best practices for crafting authentic messages for bilingual Hispanic audiences.

One Size Does NOT Fit All

It's crucial to recognize that the bilingual Hispanic audience is diverse, with varying preferences and experiences. So, to make a real impact, leverage unique targeting and creative approaches to connect with Hispanics across the spectrum. 

Contextual targeting: 

• Latin genre targeting: Reach listeners as they enjoy their favorite Latin artists and songs on Pandora and SoundCloud

• Language targeting: Target Spanish-language content across our audio network

• Shows and networks targeting: Align with select culturally relevant podcasts

Audience targeting:

• MC affinity-Latin intensive targeting: Reach listeners who spend 50% or more of their time with Spanish-intensive content on Pandora and SoundCloud

• MC affinity-Latin enthusiasts targeting: Reach listeners who spend 20-49% of their time with Spanish-intensive content

• Hispanic audience predictive targeting: Target comScore Hispanic predictive segments across the SiriusXM Podcast Network

Language is a Tactic, not a Strategy

When connecting with your bilingual Hispanic audience, language should be a tactic, not the entire strategy. Language is just one piece of the puzzle, and it's essential to consider other aspects of the audience's culture and experiences to create a truly resonant message. Simply translating an idea from English to Spanish is not enough; it's essential to consider the cultural experiences and relatable narratives that will resonate with the bilingual audience. ​

The key here is to go beyond language and tap into the real experiences that resonate with the bilingual Hispanic audience. By digging into cultural truths, you can genuinely connect with your audience, no matter the language.

Craft In-language Copy with Care

When it comes to crafting in-language copy, be mindful and intentional. Language is powerful, and when used right, it can create a strong connection with your audience. It’s important to be thoughtful when mixing languages. Over eight in 10 surveyed Hispanics say they prefer advertisements that incorporate Spanish, whether entirely or in combination with English.

But remember, language translations aren’t always accurate and might not reflect cultural nuances. By leaving this process to chance, brands may lose consumer trust. In fact, over half of surveyed Hispanics would be less likely to trust a brand if its Spanish translations are inaccurate or culturally inappropriate. This proves that to show up authentically for Hispanic audiences, brands need diverse voices in the room to offer insights on what may or may not land. 

Ask yourself, “What is it about this word or phrase that makes it more impactful in Spanish versus keeping it all in English? Would Spanglish be more influential?" There should be a strategic rationale behind why certain words are used in Spanish versus English and vice versa. Focus on creating copy that flows naturally, like a conversation between friends. And remember, a dash of spice can be enough. Sometimes a few Spanish words are all you need to create a resonant and authentic bilingual ad.

Break Down Language Barriers with SiriusXM Media 

Adding authenticity to your campaigns should always be the goal, no matter who you’re talking to, and we’re the right partner to help you do it right. When you partner with us, you can access bilingual Latino listeners across our platforms from SoundCloud (69%), to Pandora (62%), to podcasts (60%).

Whether you’re gearing up for Hispanic Heritage Month or prioritizing inclusive marketing year-round, we can help you reach any audience with the right message. Let’s chat. 

Reach Hispanic Audiences Year-Round