50% of Hispanic adults read a print newspaper during an average week, according to a study by Scarborough Research. The research company examined newspaper readership in a survey of more than 36,000 Hispanic adults (210,000 total). The study captures media patterns and other consumer behavior of adults across the country.

newspapers readers among hispanicsAlthough half of Hispanic adults read a (printed) newspaper, the figure is 17 points less than the ratio for the general market. 67% of adults interviewed for the general market read a printed newspaper. Newspaper readers are coveted by advertisers because they dedicate their undivided attention to the medium Recent research also showed a high correlation between e-reader and newspaper reading

The study indicates that newspapers continue to attract consumers with buying power: 80 percent of adults in households earning $100,000 or more read a newspaper in print or online each week.

Many Hispanics don’t seems to be big Sunday Newspapers fans, as 29% of Hispanic adults say they read one Sunday Newspaper in a regular week, while the general market figure was 49%.

Study: Hispanic Multi-Market Plus 2010 (12 Months only)

newspapers readers

Base: Total
Projected: 185415750
Respondents: 212983

Target: Spanish/Hispanic origin: Yes
Projected: 29349073
Respondents: 36220
Percent of Base: 15.83

54% percent of Hispanic adults did read a newspaper in print or online during the last 7 days. Integrated Newspaper Audience” refers to those adults who read a printed newspaper, its website, or did both. 54% of Hispanic adults read a printed or digital newspaper, according to the study

Scarborough's Hispanic Multi-Market Plus Study is a report that brings together information from 34 local markets that have a high incidence of Hispanics with the balance of local markets.

Miami, lots of readers in print and online

In Miami 25% of Hispanics read El Nuevo Herald, while the Sunday edition reaches 17%. Miami Newspapers has the best percentages compared with the newspapers tracked by Scarborough in New York, Chicago and Los Angeles (check below).

Study: Miami, FL

 

Base: Spanish/Hispanic origin: Yes

 

 

Total %

Spanish/Hispanic origin

 

Yes

100%

Daily newspapers

 

El Nuevo Herald

12%

Sunday newspapers

 

El Nuevo Herald

17%

El Nuevo Herald 5d/1s

25%

Websites visited past 7 days

 

ElNuevoHerald.com

5%

El Nuevo Herald 5d/1s/7 day web

28%

 

Copyright Scarborough Research 2010

 

New York, Readers in the Big Apple

In New York, Impremedia’s El Diario/La Prensa has a lower percentage than El Nuevo Herlald in Miami, with 8% of Hispanic adults reading El Diario/La Prensa in a daily basis. But 18% of Hispanic adults said they’ve read El Diario/La Prensa during their past week.

Study: New York, NY 2010 Release 2

 

Base: Spanish/Hispanic origin: Yes

 

 

Total %

Spanish/Hispanic origin

 

Yes

100%

Daily newspapers

 

El Diario/La Prensa

8%

Sunday newspapers

 

El Diario/La Prensa

7%

El Diario/La Prensa Past Week

18%

Websites visited past 7 days

 

ElDiarioNY.com

1%

El Diario/La Prensa Integrated Newspaper Audience*

19%

 

 

* Integrated Newspaper Audience refers to those adults who read a printed newspaper, its website, or did both during the past seven days.

 

 

Chicago, Tribune’s Hoy

Tribune’s Hoy had 10% of Hispanic readers buying its daily edition while Hoy Daily Cume/7 day web was read by 22% of Hispanic adults in the Chicago area.

Study: Chicago, IL 2010 Release 2

 

Base: Spanish/Hispanic origin: Yes

 

 

Total %

Spanish/Hispanic origin

 

Yes

100%

Daily newspapers

 

Hoy

10%

Websites visited past 7 days

 

Hoy online/ViveloHoy.com

1%

Hoy Daily Cume/7 day web

22%

Los Angeles, Impremedia’s La Opinion

In LA Impremedia’s La Opinión presents similar numbers as its New York publication (El Diario/La Prensa), as 7% of Hispanic adults read the daily edition but 19% of them said they’ve read the newspaper in the last week.

Study: Los Angeles, CA 2010 Release 2

 

Base: Spanish/Hispanic origin: Yes

 

 

Total %

Spanish/Hispanic origin

 

Yes

100%

Daily newspapers

 

La Opinion

7%

Sunday newspapers

 

La Opinion

8%

La Opinion Past Week

19%

Websites visited past 7 days

 

LaOpinion.com

2%

La Opinion Integrated Newspaper Audience*

19%

 

 

* Integrated Newspaper Audience refers to those adults who read a printed newspaper, its website, or did both during the past seven days.

 

 

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