Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Television creative capture
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Understanding the consumer
- Demographics
- Acculturation
- Media consumption habits
- Television
- Radio
- Newspapers
- Magazines
- Alternative community newspapers
- Online trends and opportunities
Insights and Opportunities
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- Demographics are making a difference
- How do Hispanics use media?
- Internet’s growth opportunities
- The small and mighty newspaper
Fast Forward Trends
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- Trend: Growing a longer tail
- What's it about?
- Trend: Location, location, location
- What's it about?
Understanding the Hispanic Consumer
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- Demographic data
- U.S. Hispanic population
- Diversity of U.S. population
- U.S. population by race
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- Figure 1: Population, by race and Hispanic origin, 2003-13
- Hispanic population by age
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- Figure 2: Hispanic population, by age, 2003-13
- Country of origin/heritage
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- Figure 3: Hispanics, by country of origin/heritage, 2006
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- Figure 4: Graph: Hispanics, by country of origin/heritage, 2006
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- Figure 5: Hispanic population, by region and by country of origin/heritage, 2006
- Hispanics’ geographic concentration
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- Figure 6: Graph: Hispanic population, by region, 2006
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- Figure 7: Hispanic population in top five states, by country of origin, 2006
- States with greatest Hispanic population growth
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- Figure 8: Hispanic population greatest percentage increase, 2000-06
- Where Hispanics live
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- Figure 9: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
- Hispanic income levels
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- Figure 10: Largest Hispanic markets, by Hispanic disposable income, 2005
- The Hispanic household
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- Figure 11: Average household size, by Hispanic origin/race of householder, 2001 and 2006
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- Figure 12: Households, by number of persons in the household—Hispanics vs. non-Hispanics 2006
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- Figure 13: Households, by presence of children and Hispanic origin, 2006
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- Figure 14: Generations, by Hispanic origin, 2008
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Unacculturated—26%
- Bicultural—36%
- Acculturated—36%
- What is retro-acculturation?
Hispanics and Media Usage
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- Hispanic and non-Hispanic attitudes toward advertising
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- Figure 15: General attitudes toward advertising—Hispanics vs. non-Hispanics, April 2007-June 2008
- Figure 16: Preferred media for information—Hispanics vs. non-Hispanics, April 2007-June 2008
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- Figure 17: Reliance on internet to be informed—Hispanics vs. non-Hispanics, April 2007-June 2008
- Hispanic attitudes toward advertising by acculturation level
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- Figure 18: General attitude toward advertising of Hispanics, by language spoken in home, April 2007-June 2008
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- Figure 19: General attitude toward advertising of Hispanics, by place of birth, April 2007-June 2008
- Television
- Background
- Television usage by race/ethnicity
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- Figure 20: Television watching habits—Hispanics vs. non-Hispanics, April 2007-June 2008
- Television consumption
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- Figure 21: Total U.S. television households by race and ethnicity, 2008 and 2009
- Figure 22: Hispanic media consumption by hours per week, 2008
- Television consumption by level of acculturation
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- Figure 23: Hispanic attitudes towards television advertising, by language spoken in home, April 2007-June 2008
- Attitudes towards advertising by level of acculturation
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- Figure 24: Hispanic attitudes towards television advertising, by language spoken in home, April 2007-June 2008
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- Figure 25: Hispanic attitudes toward television advertising, by place of birth, April 2007-June 2008
- Radio
- Consumption by race/ethnicity
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- Figure 26: Radio listening habits—Hispanics vs. non-Hispanics, April 2007-June 2008
- Consumption by level of acculturation
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- Figure 27: Hispanic radio listening habits, by language spoken at home, April 2007-June 2008
- Newspapers
- Key players
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- Figure 28: Snapshot of Hispanic newspaper industry, 2007
- Figure 29: Number of Hispanic newspapers in the U.S., 1970-2004
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- Figure 30: Hoy Chicago advertised on Telemundo Chicago, November 10, 2008
- Consumption by race/ethnicity
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- Figure 31: Reliance on broadcast and print media to be informed—Hispanics vs. non-Hispanics, April 2007-June 2008
- Hispanics newspaper reading habits
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- Figure 32: Time spent reading Sunday newspaper ads, by ethnic group, 2003
- Figure 33: Newspaper reading habits—Hispanics vs. non-Hispanics, April 2007-June 2008
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- Figure 34: Hispanic newspaper reading habits, by age, April 2007-June 2008
- Figure 35: Non-Hispanic newspaper reading habits, by age, April 2007-June 2008
- Consumption by level of acculturation
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- Figure 36: Hispanics perception of newspapers, by place of birth, April 2007-June 2008
- Impact of household size on readership
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- Figure 37: Hispanic newspaper reading habits, by household composition (size and children vs. no children), April 2007-June 2008
- Country of origin and newspaper consumption
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- Figure 38: Hispanic newspaper reading habits, by country of origin, April 2007-June 2008
- Figure 39: Hispanic newspaper reading habits, by region, April 2007-June 2008
- Newspaper supplements
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- Figure 40: Newspaper reading habits—Hispanics vs. non-Hispanics, April 2007-June 2008
- Figure 41: Hispanic reading habits of newspapers readers, by language spoken in home, April 2007-June 2008
- Magazines
- English-language Hispanic magazines
- Spanish-language magazines
- Consumption by race/ethnicity
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- Figure 42: Reliance on media to be informed—Hispanics vs. non-Hispanics, April 2007-June 2008
- Figure 43: Magazine reading habits—Hispanics vs. non-Hispanics, April 2007-June 2008
- Magazine readership by gender
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- Figure 44: Magazine reading habits—Hispanics vs. non-Hispanics, by gender, April 2007-June 2008
- Consumption by level of acculturation
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- Figure 45: Magazine reading habits—Hispanics vs. non-Hispanics, by place of birth, April 2007-June 2008
- Figure 46: Hispanic magazine reading habits, by reading language preference, April 2007-June 2008
- Magazine consumption by income level
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- Figure 47: Hispanic magazine reading habits, by household income level, April 2007-June 2008
- Alternative community newspapers
- What are they
- Who are they
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- Figure 48: Language preferences of Hispanics reading alternative community newspapers, 2008
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- Figure 49: Reasons for reading alternative community newspapers, by reading language preference, 2008
- Sample publications
Online Trends and Opportunities
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- Demographics
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- Figure 50: Demographic profile of Hispanic online users, by age, October 2008
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- Figure 51: Demographic profile of Hispanic online radio users, by age, October 2008
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- Figure 52: Demographic profile of Hispanic online users, by gender, October 2008
- Figure 53: Demographic profile of Hispanic online radio users, by gender, October 2008
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- Figure 54: Demographic profile of Hispanic online users, by language preference in the home, October 2008
- Figure 55: Demographic profile of Hispanic online radio users, by language preference in the home, October 2008
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- Figure 56: Regular website usage of Hispanic online users, by age, October 2008
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- Figure 57: Regular website usage of Hispanic online users, by language preference at home, October 2008
- Size and projected growth of online users
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- Figure 58: U.S. Hispanic internet users estimate growth, 2005-10
- Cybergraphic connections
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- Figure 59: Attitudes toward the impact of the internet—Hispanics vs. non-Hispanics, January-November 2007
- Digital media purchasing behavior by race/ethnicity
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- Figure 60: Purchasing behavior on the internet in the last 30 days – U.S. Hispanics vs. non-Hispanics, 2008
- Figure 61: Internet as communication tool in the last 30 days – U.S. Hispanics vs. non-Hispanics, 2008
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- Figure 62: Internet as substitute media in the last 30 days – U.S. Hispanics vs. non-Hispanics, 2008
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- Figure 63: Internet as information source in the last 30 days – U.S. Hispanics vs. non-Hispanics, 2008
- Social media behavior by race/ethnicity
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- Figure 64: Internet for social networking media in the last 30 days – U.S. Hispanics vs. non-Hispanics, 2008
- Cybergraphic connections by level of acculturation
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- Figure 65: Social networking usage, by language spoken at home, January-November 2007
- Figure 66: Hispanic website rankings, by language reading preference, October 2008
- Spanish-language websites
- English-language Hispanic websites
- Bilingual websites
Cluster Analysis
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- Information Consumers
- Who they are
- Opportunity
- Connection Seekers
- Who they are
- Opportunity
- Media Traditionalists
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 67: Media usage clusters, October 2008
- Figure 68: Reading preference, by Hispanic media usage clusters, October 2008
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- Figure 69: Internet usage, by Hispanic media usage clusters, October 2008
- Figure 70: Newspaper readership, by Hispanic media usage clusters, October 2008
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- Figure 71: Alternative community newspaper readership, by Hispanic media usage clusters, October 2008
- Figure 72: Reason for selecting alternative community newspapers, by Hispanic media usage clusters, October 2008
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- Figure 73: Website usage, by Hispanic media usage clusters, October 2008
- Figure 74: Listening to streaming radio, by Hispanic media usage clusters, October 2008
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- Figure 75: Cable television by Hispanic media usage clusters, October 2008
- Cluster demographics
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- Figure 76: Hispanic media usage clusters, by gender, October 2008
- Figure 77: Hispanic media usage clusters, by age, October 2008
- Figure 78: Hispanic media usage clusters, by place of birth, October 2008
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- Figure 79: Hispanic media usage clusters, by language spoken at home, October 2008
- Methodology
Appendix: Other Useful Consumer Tables
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- Figure 80: Hispanic print publication industry, 2007
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Appendix: Trade Associations
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