What Media do Spanish-dominant Hispanics Prefer?

69.2% of Hispanics read a Spanish-language magazine over the last 6 months, according to data by research firm MRI (see table below).

Magazines are the clear leader when it comes to media that demand “undivided attention”, a category to which neither radio or TV belong to. In fact, even among all media types, magazines have a higher ratio than radio and only a slightly lower one than TV.

Of course, the results are impacted by the fact that respondents were asked for different time frames they engaged with a particular media type (6 months for magazines, 7 days for radio, 30 days for website and TV).

The relatively low ratio for usage of Spanish-language online media seems to be in line with the fact that most Hispanics not online yet are Spanish-dominant.


Media usage of Spanish-dominant Hispanics

Media

% of Hispanic and Spanish dominant that used media below

Read any Spanish Language Magazine, last 6 months

69.2

Radio: listened to any Hispanic format, last 7 days

62.1

Visited a Spanish Language website last 30 days

18.3

Television: watched a Spanish Language network last 30 days

70.7

Source: 2009 Doublebase Mediamark Research & Intelligence weighted to Population (000) - Base: All


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA


Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.


Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.