• by Steve McClellan  @mp_mcclellan, October 5, 2012

A new study unveiled by Spanish-language network Telemundo during Advertising Week indicates that 90% of Latinos pinpoint family as the core to their identity, while nearly that many (81%) said Spanish-language TV helps viewers stay connected to their culture while preserving the language.

For Latinos, TV viewing is still a family affair. Some 70% of respondents said they watch television with their children -- an indication that “Latino families believe they benefit greatly from family members' interdependence,” stated Doug Darfield, executive vice president of research and insights, Telemundo Media. “This interdependence plays a powerful role in individuals’ purchase decisions and encourages the maintenance and preservation of traditions and behaviors.

In fact, the study found that more than 60% of Latinos look for information and advice within their family across key product categories, such as food, financial services and health products.

The study, which surveyed over 1,000 Latino adults ages 18 and up, was issued after the network's recently unveiled re-branding campaign, “The Power of T.” Telemundo COO Jacqueline Hernandez said the study reinforces the rebranding effort by highlighting the network audiences’ “duality between their strong connection to their Latin roots and their contemporary mindset of living in the U.S.

The study also found that Latino families take advantage of technology and social media to stay connected. Two-thirds of respondents said they use Facebook a few times a week to keep up with family happenings, while 42% use instant messaging to communicate with family members.

More broadly, Latino families invest heavily in the latest communications technology, with 85% reporting they watch high-def TV while 78% report using smartphones with apps. Seventy-eight percent of respondents said they own or use gaming consoles.