Who Is the Hispanic Millennial Mom?

Jose Tillan by Jose Tillan, Insight Tr3s


Tr3s’s new reality series Quiero Mi Baby tracks young couples going through the life-changing experience of pregnancy and new parenthood. These mamás– and papás-to-be face stressful situations like unplanned pregnancy, immigration challenges, and unexpected cultural differences with partners and families. This is the first series to focus on Latino millennial parents – and with Hispanics representing one in four babies born in the U.S. today, they are an essential demographic for marketers to understand.

Hispanics don’t just account for a large segment of mothers of newborns: they’re also the fastest-growing, according to the Pew Research Center*. Since 2000, the share of Latino and Asian babies has risen, while shares for non-Hispanic whites and African-Americans declined. The majority of Hispanic babies – 55% – are born to mothers in their twenties. Latinas also tend to have large families, with nearly half having at least three kids by their early forties.

The Hispanic millennial mom (mothers between 18-29) combines a blend of mainstream American and Latin influences that makes her distinct even from Latina moms in their thirties. According to an analysis of Experian Simmons data**, the following are some key differences between Hispanic millennial moms and Hispanic 30-something moms:

  • More U.S.-born. 61% of Hispanic millennial moms were born in the U.S. – significantly higher than Hispanic thirty-something moms (34%).
  • Less likely to be married. 52% of Hispanic millennial moms are married, compared with 70% of Hispanic moms in their 30s. In this characteristic Hispanic millennial moms are similar to non-Hispanic millennial moms, who are 52% married.
  • Live with more adults. Over 30% of Hispanic millennial moms reside in a household with at least 4 adults – which may, in many or most cases, be multi-generational households. In contrast, just 10% of Hispanic thirty-something moms live in households with at least four adults. Though a significant proportion (41%) of Hispanic millennial moms lives in two-adult households – likely married or partnered situations — they’re far less likely to live in a two-adult household than Hispanic thirty-something moms (66%).
  • More English-dominant. 65% of Hispanic millennial moms prefer to speak only or mostly English, compared with 39% of Hispanic thirty-something moms. The older moms are almost twice as likely to be Spanish-dominant: 59% prefer only or mostly Spanish, vs. 31% for millennial moms.
  • Prefer to watch TV in English. The largest share of Hispanic millennial moms prefers to watch TV “mostly in English, but some Spanish” (36%), followed by only in English (29%). Hispanic thirty-something moms have more bilingual preferences, with 57% watching TV in mostly English or mostly Spanish.

Additionally, Hispanic millennials were raised by parents that exerted strong authority and demanded respect. According to the 2011 Tr3s Millennial Study, while they didn’t necessarily enjoy having to make regular reports about their whereabouts and not being allowed to stay overnight at sleepovers, as Hispanic millennials enter adulthood they come to appreciate their parents’ concern because it kept them out of trouble. Many say they plan to parent in the same way.

Hispanic millennial moms are a complex demographic that should not be lumped in with slightly older Hispanic moms, who skew more foreign-born, or with their non-Hispanic peers. As the fastest-growing group of new mothers, they will play a key role in shaping the next generation of Americans. Understanding what makes them tick will be essential for marketers seeking growth among the most diverse generation of mothers our country has seen.

Jose Tillan is General Manager for tr3s: MTV, Música y Más, the bilingual/bicultural entertainment destination for Latinos in the U.S.

* Source: Pew Research Center, “The New Demography of American Motherhood,” May 2010

** Source: Experian Simmons Fall 2011 NHCS Adult Survey (12-month); Hispanic millennial mom defined as Hispanic females 18 to 29 who are parent or guardian of a child; non-Hispanic millennial moms defined as non-Hispanic females 18 to 29 who are parent or guardian of a child; Hispanic thirty-something moms defined as Hispanic females 30 to 39 who are parent or guardian of a child.

 

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