Latin America Teen Culture
Typical interests of teens and young adults in Latin America include high career aspirations, music, concerts, and festivals. The three most popular uses of smartphones for teenagers and young adults in Latin America are messaging app, sending or receiving emails, and social media sharing. When it comes to other lifestyle choices, religious and sports activities are the most attractive to young people, even though youth-led activities are increasingly popular.
- The typical young person in Latin America between the ages of 13 and 35 is more connected to the world, which leads to higher aspirations as well. About 84% of people believe they’ll be able to achieve their professional goals more easily than their parents did, which makes this the most optimistic region in the world, even more optimistic than Asia.
- Music is the strongest interest and a fundamental part of young people in Latin America. It is perceived as an emotional catalyst that young people use to connect with their feelings.
- Mobile phones are the preferred device when it comes to consuming music, with 80% of people ages 13 – 35 saying they like to listen to music on their smartphones through streaming platforms. After that, the most valued things are concerts and music festivals.
- Social networks and music websites are considered to be the main sources of information for music and pop culture.
- When it comes to music, rock bands sell extremely well across the whole region, specifically when it comes to touring. Sales of music in the region are extremely Latin America-focused, with 85% of sales across Latin America consisting of local content.
SHARING HABITS (SOCIAL MEDIA)
- Latin American digital consumers are "more tightly concentrated in the 25-34 age bracket than other regions. In addition, the average income for a Latin American digital consumer is $42,000, about $14,000 more than their non-digital consumer counterpart — the greatest disparity found between the two groups in any region."
- Eighty percent of teenagers and young adults in Latin America say they visit or update a social media website daily on a computer, compared with 65% of digital consumers globally.
- The three most popular uses of smartphones for teenagers and young adults in Latin America are texting via messaging apps, sending or receiving emails, and sharing content on social media.
- According to Euromonitor, instead of direct email marketing, social media is emerging as the more important channel for reaching consumers.
- In Brazil, Colombia, and Mexico, young digital consumers are the least likely to view targeted advertisements as an invasion of privacy and are the most likely to accept them as a positive marketing tactic, compared with 20 other global countries.
- There are over 154 million young people aged 15 to 29 in Latin America, with 51 million living in Brazil, 30 million in Mexico, and 9.9 million in Argentina.
- Young people are extremely affected by poverty (41%) and extreme poverty (15%).
- Young women are more negatively affected by poverty in general when compared with young men.
- In urban areas, around 33% or one in every three young people is considered poor.
- Only 33% of young people in Latin America have access to secondary education.
- Youth unemployment in Latin America is at 19.6% or one in every five. They cannot find jobs in their countries or faced with low-quality jobs.
- In a 2017 research published by the Oxford University Press, it was noted that Latin American adults are among the four ethnic groups that consider close family ties and tends to give financial help to the younger generation. Therefore, it is reasonable to consider that young Latin Americans are still living with the family and are supported by their parents.
- Young people are less interested in traditional political organizations. However, they appreciate participation as a way of self-expression and development of skills.
- Religious and sports activities are the most attractive to young people, and youth-led activities are becoming increasingly popular.
- When it comes to themes, young people are most involved when it comes to human rights, feminism, peace, ecology, and indigenous cultures.
- According to Oxfam's report titled "Breaking the Mold", Latin American youth have a distorted idea of romantic love expressed as "control, not loving companionship with young people reproducing the inequalities they see in society and to view acts of male violence as normal." This includes telling a woman how she should "dress and what kind of friends she can have, checking her mobile phone messages and who she is communicating with, having access to her personal passwords and censuring her photos on social media, as well as keeping track of her movements."
According to the American Institute for Learning and Human Development, there are 12 stages of life. Teens are categorized as years 13 – 19 while young adults are categorized as people ages 20 – 35. Therefore, for this research, we looked into the cultural nuances and psychographics of people ages 13 – 35 in Latin America.