Seattle-Area Hispanics Speak Spanish at Home more than English.

A new study confirms that 72 percent of Hispanics in the King, Snohomish and Pierce counties of Washington state speak Spanish at home more than English—far more than the nationwide figure of 34 percent. Hispanic Consumers in the Puget Sound Region, a collaboration between Conexión Marketing and Seattle University.

The study leverages data collected from telephone surveys of Hispanic households in the most populous three counties of the Puget Sound, and marks the first publicly available research of its kind for the region.

Language dominance is just one variable measured by this study, which also shows demographics including county of residence, age, gender, time in the U.S., household income, and educational attainment. Other topics studied include:

— Media consumption, including media language preferences, weekly consumption and most-consumed media
— Technology adoption, banking, leisure activities
— Top-of-mind brands

Lauri Jordana, principal of the Seattle-based Hispanic marketing firm, thinks local businesses and other organizations will be interested in the findings.

“Language preference is a compelling variable in marketing,” states Jordana. “Hispanics who indicate a clear preference for Spanish at home are more comfortable receiving communications as well as making purchasing decisions in that language.” The study shows that 72 percent of local Hispanics who have lived in the U.S. 11 or more years also speak Spanish at home more than English.

For more information at http://www.conexion-marketing.com