• by Jack Loechner , Staff Writer @mp_research, October 11, 2005

Media News En Español Most Popular for Almost Three Quarters of Hispanics

Hoy, a leading Spanish-language newspaper, recently released the multi-market Hoy Media Consumption Study, conducted with TNS Market Development. The study shows Spanish remains the preferred language across media for obtaining news information.  Almost 70% of Hispanics read Spanish-language newspapers frequently or occasionally, claims the report.   

Digby Solomon Diez, Publisher of Hoy, noted "... the study reported that Hispanics turn to newspapers first for local advertising. The study also confirmed that Spanish-language newspapers are the primary source for Hispanics when they plan a purchase."   

When asked about content and advertising interests, the survey established Hispanics have a strong interest in family/lifestyle information and local news.  In addition, grocery and discount store ads were most important to respondents who read newspaper ads.     

Other findings include:

• Women are more likely than men to consider ads that promote consumer packaged goods as most important.    
• Job listings, clothing, and cell phones top the list for respondents 18-24 years old.    
• Males have more interest than women in car and cellular/wireless ads.
• Sale items are looked for most often in both newspaper ads and inserts.    
• Pictures of items for sale are also popular, as well as easy to compare prices in inserts.    
• Older respondents prefer newspaper ads that have detail, coupon attached, or inserts.
• Men are more interested in sports and business than women who hold more interest in family, advertisements, travel, and entertainment news.   
• Ads are generally clipped or referred to once a week or less.   

More than 3,000 interviews with self-identified Hispanics, Spanish dominant or bilingual, ages 18 to 64, were held in Los Angeles, New York and Chicago, in their language of preference. 

For the release in English, go here.

For more information, in Spanish, go here.