Table of Contents
Scope and Themes
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- What you need to know
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Consumer media consumption
- Media content
- The internet
- Television
- Newspapers
- Magazines
- Radio
- Marketing strategies
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
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- A thirst for life-improving content
- Distinguishing between ‘speak’ and ‘read’
- Hollywood looks to lure more Hispanics
- Television: entertaining and educational
- Teens: the newspaper industry’s secret to a turnaround?
- Hispanics remain largely absent in English-language media
- A dynamic opportunity for long-term growth
Inspire Insights
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- Trend: “Many Mes”
Consumer Media Consumption
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- Key points
- Type of media consumed
- Hispanics regularly consume media in both English and Spanish
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- Figure 1: Type and language of media consumed, by race/Hispanic origin, October 2009-December 2010
- The Hispanic consumer
- Language preference plays a minor role in television and radio consumption
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- Figure 2: Type and language of media consumed by Hispanics, by language spoken in the home, October 2009-December 2010
- Hispanic language preference when reading
- Young adults are more likely to read in both Spanish and English
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- Figure 3: Language in which Hispanics prefer to read, by age, March 2011
- Hispanics with multiple children are more likely to read in Spanish
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- Figure 4: Language in which Hispanics prefer to read, by the presence of children under the age of 18 in the home, March 2011
- The language of what’s said may not equal that of what’s read
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- Figure 5: Language in which Hispanics prefer to read, by language spoken in the home, March 2011
- Hispanics are likely to read both Spanish and English
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- Figure 6: Trended data on language preference by Hispanics when reading, Spring 2006-10
- Hispanics are gravitating toward English-language television
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- Figure 7: Trended data on language preference by Hispanics when watching television, Spring 2006-010
- Hispanics consume both English- and Spanish-language radio
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- Figure 8: Trended data on language preference by Hispanics when listening to the radio, Spring 2006-10
Media Content
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- Key points
- Desired content
- Hispanics crave more on education and personal health
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- Figure 9: Type of information Hispanics would like to see more of in the media, by gender, March 2011
- Hispanics are aspirational and seek life-improving content
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- Figure 10: Type of information Hispanics would like to see more of in the media, by language spoken in the home, March 2011
- Spanish-language readers are more likely to desire life-improving content
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- Figure 11: Type of information Hispanics would like to see more of in the media, by language in which survey was taken, March 2011
- Portrayal of Hispanics in the media
- Latinas are more responsive to Hispanic-focused ads
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- Figure 12: Attitudes on the portrayal of Hispanics in the media, by gender, March 2011
- English-dominants are less satisfied with media portrayals of Hispanics
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- Figure 13: Attitudes on the portrayal of Hispanics in the media, by language spoken in the home, March 2011
- Identifying with Latino culture
- Middle-aged Hispanics closely identify with their culture
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- Figure 14: Level to which Latinos identify with their Latino culture, by age, March 2010
- Spanish-dominants are closely tied to their Hispanic culture
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- Figure 15: Level to which Latinos identify with their Latino culture, by language spoken in the home, March 2010
The Internet
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- Key points
- Online media activities
- Hispanics use the internet to be entertained
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- Figure 16: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009-Sept. 2010
- The Hispanic online consumer
- Hispanics are a diverse group of active online information seekers
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- Figure 17: Online activities, sites visited/used in the last 30 days, by age and gender, July 2009-Sept. 2010
- Bilingual households are actively using the internet for information and entertainment
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- Figure 18: Online activities, sites visited/used in the last 30 days, by language spoken in the home, July 2009-Sept. 2010
- Language of websites visited
- Language plays a key role in website preferences
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- Figure 19: Language of websites visited outside of work by Hispanic consumers, by language spoken in the home, October 2010
- Age is not a factor in language preference
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- Figure 20: Language of websites visited outside of work by Hispanic consumers, by age, October 2010
- Attitudes and usage of the internet
- The internet is a news source for older online Hispanics
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- Figure 21: Attitudes and usage of the internet by Hispanic consumers, by age, October 2010
- Online news consumption is largely dependent on language
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- Figure 22: Attitudes and usage of the internet by Hispanic consumers, by language spoken in the home, October 2010
Television
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- Key points
- Attitudes of adult viewers
- Hispanics are not averse to television commercials
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- Figure 23: Attitudes toward TV viewing and advertising, by race/Hispanic origin, October 2009-December 2010
- Spanish-dominant households are more receptive to TV advertising
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- Figure 24: Hispanics’ attitudes toward TV viewing and advertising, by language spoken in the home, October 2009-December 2010
- Hispanic men are less distracted while watching television
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- Figure 25: Hispanics’ attitudes toward TV viewing and advertising, by age and gender, October 2009-December 2010
- Attitudes of teen viewers
- Hispanic teens crave more television choices
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- Figure 26: Attitudes toward TV viewing and advertising, by race/Hispanic origin, October 2009-December 2010
- Teens in Spanish-dominant homes love watching TV
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- Figure 27: Hispanic teens’ attitudes toward TV viewing and advertising, by language spoken in the home, October 2009-December 2010
Newspapers
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- Key points
- Adult attitudes
- Hispanics are less likely to read a newspaper on a regular basis
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- Figure 28: Attitudes toward newspapers, by race/Hispanic origin, October 2009-December 2010
- Spanish-dominant homes are less likely to stay informed by reading newspapers
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- Figure 29: Hispanics’ attitudes toward newspapers, by language spoken in the home, October 2009-December 2010
- Older Hispanics are more likely to value and rely on newspapers
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- Figure 30: Hispanics’ attitudes toward newspapers, by age and gender, October 2009-December 2010
- Teen attitudes
- Hispanic teens are least likely to be bored by newspapers
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- Figure 31: Teens’ attitudes toward newspapers, by race/Hispanic origin, October 2009-December 2010
- Spanish-dominant teens strongly desire a newspaper just for them
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- Figure 32: Hispanic teens’ attitudes toward newspapers, language spoken in the home, October 200-December 2010
- Consumption of small publications
- Spanish-language readers are heavy users of neighborhood newspapers
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- Figure 33: Likelihood of consuming small publications, by language in which survey was taken, March 2011
- Older Hispanics are readers of free community newspapers
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- Figure 34: Likelihood of consuming small publications, by age, March 2011
- Reasons for consuming small publications
- Older Hispanics are drawn to community newspapers for content
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- Figure 35: Reasons for consuming small publications, by age, March 2010
- English readers more likely to read local newspapers for news and ads
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- Figure 36: Reasons for consuming small publications, by language in which survey was taken, March 2010
Magazines
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- Key points
- Adult attitudes
- Hispanics are more likely to respond to magazine advertisements
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- Figure 37: Attitudes toward magazines, by race/Hispanic origin, October 2009-December 2010
- Spanish-dominant households are more passionate about magazine advertisements
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- Figure 38: Hispanics’ attitudes toward magazines, by language spoken in the home, October 2009-December 2010
- Latinas enjoy reading magazine ads more than men
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- Figure 39: Hispanics’ attitudes toward magazines, by age and gender, October 2009-December 2010
- Teen attitudes
- Hispanic teens enjoy magazines for their content and ads alike
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- Figure 40: Teens’ attitudes toward magazines, by race/Hispanic origin, October 2009-December 2010
- Bilingual Hispanic teens are the most passionate magazine readers
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- Figure 41: Hispanic teens’ attitudes toward magazines, language spoken in the home, October 2009-December 2010
Radio
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- Key points
- Adult attitudes
- Hispanics rely on radio stations to keep them informed
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- Figure 42: Attitudes toward the radio, by race/Hispanic origin, October 2009-December 2010
- Spanish-language radio listeners enjoy being entertained and informed
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- Figure 43: Hispanics’ attitudes toward the radio, by language spoken in the home, October 2009-December 2010
- Men are more likely to call radio a main source of entertainment
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- Figure 44: Hispanics’ attitudes toward the radio, by age and gender, October 2009-December 2010
- Teen attitudes
- Online activities do not lure Hispanic teens away from the radio
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- Figure 45: Teens’ attitudes toward radio, by race/Hispanic origin, October 2009-December 2010
- Online radio listening remains a novelty
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- Figure 46: Teens’ likelihood on listening to the radio online, by race/Hispanic origin, October 2009-December 2010
Marketing Strategies
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- Key points
- Television
- Ads targeting the Hispanic consumer
- EstrellaTV
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- Figure 47: EstrellaTV, TV ad, august 2010
- Diet Pepsi
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- Figure 48: Diet Pepsi, Beach Tweet, April 2010
- Limitless (feature film)
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- Figure 49: Limitless: Relativity Media, TV ad, March 2011
- No Eres Tú, Soy Yo (feature film)
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- Figure 50: No Eres Tú, Soy Yo: Pantelion Films, TV ad, April 2011
- Online
- Telemundo.com
- LaMusica.com
- YouTube.com/Gillette
- People en Español
- ESPN Deportes
- KLZT-FM (107.1 La Z)/Austin, Texas
- Charmin Ultra Soft
Cluster Analysis
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- Work PC Users and Cell Phone Texters
- Demographics
- Characteristics
- Opportunities
- Newspaper-Reading, Latino Identifiers
- Demographics
- Characteristics
- Opportunities
- Ethnic-Centric Non-Readers
- Demographics
- Characteristics
- Opportunities
- Characteristic tables
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- Figure 51: Hispanic media consumption clusters, March 2011
- Figure 52: Internet connectivity point, by Hispanic media consumption cluster, March 2011
- Figure 53: Community newspaper readership, by Hispanic media consumption clusters, March 2011
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- Figure 54: Cultural socialization, by Hispanic media consumption clusters, March 2011
- Figure 55: Preferred method of communication, by Hispanic media consumption clusters, March 2011
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- Figure 56: Cultural identity, by Hispanic media consumption clusters, March 2011
- Figure 57: Latin consumer attitudes, by Hispanic media consumption cluster, March 2011
- Demographic tables
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- Figure 58: Hispanic media consumption clusters, by gender, March 2011
- Figure 59: Hispanic media consumption clusters, by age, March 2011
- Figure 60: Hispanic media consumption clusters, by household income, March 2011
- Figure 61: Hispanic media consumption clusters, by language of survey, March 2011
- Figure 62: Hispanic media consumption clusters, by language preferred for reading, March 2011
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- Figure 63: Hispanic media consumption clusters, by marital status, March 2011
- Figure 64: Hispanic media consumption clusters, by education, March 2011
- Cluster methodology
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 65: Population, by race/Hispanic origin, 1970-2020
- Figure 66: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 67: Population, by race and Hispanic origin, 2000-15
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 68: U.S. Hispanic population, by age, 2005-15
- Figure 69: Total U.S. population, by age, 2005-15
- The Hispanic and total U.S. population by gender
- Women
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- Figure 70: Hispanic women, by age, 2005-15
- Figure 71: Total U.S. female population, by age, 2005-15
- Men
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- Figure 72: Hispanic men, by age, 2005-15
- Figure 73: Total U.S. male population, by age, 2005-15
- Hispanic purchasing power
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- Figure 74: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 75: Median household income, by race and Hispanic origin of householder, 2008
- Hispanic income levels
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- Figure 76: Largest Hispanic states, by Hispanic disposable income, 2005
- The Hispanic household
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- Figure 77: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 78: Households, by number of persons in the household—Hispanics vs. all households, 2009
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- Figure 79: Households with children, by race/Hispanic origin of householder, 2009
- Figure 80: Hispanic households, by presence and ages of children, 2009
- Generations
- Hispanics by generation
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- Figure 81: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 82: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- Hispanics by country of origin/heritage
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- Figure 83: Hispanic population, by country of origin/ancestry, 2006-08
- Figure 84: Graph: Hispanics, by country of origin/heritage, 2006-08
- Hispanics by geographic concentration
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- Figure 85: Hispanic population, by region, by country of origin/ancestry, 2006-08
- Figure 86: Graph: Hispanic population, by region, 2006-08
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- Figure 87: Hispanic population in top five states, by country of origin, 2006-08
- States with greatest Hispanic population growth
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- Figure 88: Hispanic population, states with greatest percentage increase, 2000 and 2006
- Key Hispanic metropolitan areas
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- Figure 89: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 90: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
- Retro-acculturation
Appendix—Other Useful Consumer Tables
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- Figure 76: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009-September 2010
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Appendix—Trade Associations
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