Televisa Publishing has just released a study that reveals the strong sway that print and online media hold over Hispanics. The study was conducted by BIGresearch and Digital (TPD).
Among the key findings were that magazines rank among the highest drivers of online visits and searches, pushing 60%of Hispanics to go online, and 52% of the general market. This suggests that print is even more impacting upon the Hispanic market than the general market.
Another key finding was that when it comes to ways of spending their free/leisure time, Hispanics are 12% more likely than the General market to read a magazine (index 112), 7% more likely to “surf the internet”(index 107), and 5% more likely to spend their time sending E-mails, Instant Messaging and/or blogging.
When reading a magazine, Hispanics are 47% more likely than the General market to be online simultaneously. Hispanics are also 9% more likely than the General market to respond that they pay equal attention to each media when using different media simultaneously.
Related Article: Televisa Integrates Televisa Publishing and Televisa Digital in the U.S.(Feb. 2008)