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Kids & Teen, Consumers, etc.
Talking about complexity, the Hispanic family will continue to increase in diversity of its internal language and other behavioral orientations.
While the mother may be Spanish dependent, the father may be Spanish dominant but proficient in English.
The grandmother may be totally Spanish dependent, and the two or three young children may speak Spanish at home but fluent English outside of the home.
If this family is exposed to different messages depending on what they watch on traditional Spanish or English media they may have seen very different approaches and brand characterizations.
If this family makes product decisions they talk to each other and each family member may come from a somewhat different perspective.
Source: comScore Media Metrix (US Only) May 2006
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