- Latinistas (culturally Hispanic) are very traditional and Hispanic centered, as well as the least focused on blending cultures. One third of Latinistas are second or third generation and more than half prefer to speak Spanish, but can use English if needed.
- Heritage Keepers (bicultural), while somewhat progressive, are Hispanic centered and focused on preserving their heritage. Most (86 percent) Heritage Keepers are first generation Hispanics and prefer to speak Spanish.
- Savvy Blenders (bicultural) are very progressive, embrace diversity, and are focused both on preserving their heritage and blending cultures. Savvy Blenders are bilingual and their language preference is highly situational. While this segment has a strong second generation population, at 49 percent, it is quite diverse with first generation accounting for 29 percent and third generation accounting for 22 percent of the segment.
- Ameri-Fans (culturally American) are progressive with a diluted Hispanic heritage, and are closest to the average mainstream consumer. The majority (82 percent) is second or third generation and prefers to speak in English.
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