RESEARCHBRIEF
FROM THE CENTER FOR MEDIA RESEARCH
Tuesday, April 14, 2009
Greg Anthony, SVP, Alloy Access "The Hispanic community... is proving their weight as a segment of influential consumers, with an estimated $951 billion in spending power... "
Of the 1,030 respondents in the top five states measured for Hispanic population, 82% read Hispanic publications and reported sharing their copy with at least one other person. 26% of readers share their paper with at least four others. In addition, 74% of Hispanic newspaper readers have read three or more of the last five issues, and 53% have been reading their favorite Hispanic newspaper for three or more years.
Though Facebook, Twitter, You Tube, Hulu and MySpace are all common hubs for today's mobile and digitally connected youth, young Hispanic consumers look to their Hispanic newspaper as an important source for news, entertainment and product information. The 18-24 year old segment favors the politics and entertainment sections higher than the other segments reporting. And overall, the business section appears to be the most favored.
63% of Hispanic newspaper readers report looking at the advertisements at least frequently, with 24% stating they always pay attention to ads. Overall:
- 39% report sharing advertising information with a friend
- 34% have gone to an advertiser's website after reading an ad
- 20% of respondents have attended an event, such as a festival or job fair in response to an advertisement
- 24% of 18-35 year olds report they are more likely to have inquired about a job or career or attended an event such as a festival or job fair
- 25% of the 25-34 year old segment state they are most likely to have called or visited a retail store in response to an ad
- 55% of all Hispanic newspaper readers state they use coupons from the newspaper at least occasionally, with almost one-third using coupons frequently.
- 36% show high redemption of coupons for food and groceries
Clara Padilla Andrews, President of the National Association of Hispanic Publications, concludes that ".. Hispanic print is alive and stronger than ever... circulation continues to increase... (and) is the trusted source of news and information for the growing Hispanic population."
For more information visit www.mediapost.com
