This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

Why it matters

By missing this dynamic, marketers unwittingly misdirect activity and resources leading to lower ROI.


  • Roughly 27% of Hispanic consumers live in multi-generational households.
  • The largest, most influential and fastest-growing segment within the Hispanic consumer population (55%) are bilingual and bicultural, those who consume content in English primarily (ELF).
  • The more work an ELF needs to do to help family and friends access content and commerce – navigating, translating, purchasing, returning and dealing with customer service - the more s/he is likely to develop a negative view of the brand involved.

The opportunity