Hispanics, with total buying power projected to surpass $1.4 trillion in 2013, represent an important consumer segment that continues to grow. As of 2010, there are 50.5 million Hispanics, comprising 16.3% of the U.S. population. Connecting to this consumer group through the English-language and Spanish-language media they consume requires an understanding of their consumption habits and attitudes. This report provides marketers with the insight needed to develop Hispanic media strategies to the best of their abilities.

Hispanics represent a significant portion of the U.S population. They are diverse in nature, with socioeconomic differences and language preference playing key roles in how media are consumed among all Hispanics. Regardless of the delivery vehicle, Hispanics represent the biggest growth market for owners of media properties and the advertisers that use these properties to connect with potential consumers in a relevant manner. Hispanics are becoming more bilingual, and consume both Spanish-language and English-language media. However, the language in which one reads is not the same as the language one prefers to speak.

This report gives marketers key insights and attitudes of Hispanic media consumers, including:

Hispanic media consumption based on language preference and gender, and how marketers can best promote goods and services to a diverse consumer group through the use of English-language and Spanish-language media

New opportunities for television and radio station owners, print media, marketers and advertisers that wish to increase market share by targeting online Hispanic consumers

An analysis of Hispanics’ attitudes toward content, the portrayal of Hispanics in the media, and how Hispanics identify with their culture, based on age, gender and language preference

An examination of current advertising campaigns and websites targeting the various consumer segments within this ethnic group

An overview of the U.S. Hispanic population, including demographic distribution and differing levels of acculturation, and how this affects media consumption