In the metropolitan markets surveyed by The Media Audit From 2002 to 2004, the Hispanic adult population increased by 16 percent while the number of Hispanic college graduates increased by 22 percent.
Bob Jordan, president of International Demographics, Inc., said "The number of Hispanic college graduates increased by 806,000 from approximately 3.6 million to 4.4 million. The 4.4 million includes more than 1.3 million with advanced degrees." In the markets surveyed there are approximately 48.3 million adults, 35 percent of the adult population, with one or more college degrees.
The Hispanic college graduate is significantly younger than college graduates in the general population. In the general population 38.4 percent of college graduates are age 50 plus. Among Hispanics just 23.0 percent of college graduates are age 50 plus.
The media habits of the Hispanic college graduates are also significantly different. Just 21.5 percent of all college educated adults are heavy radio listeners (180 minutes or more per/day) while 26.8 percent of college educated Hispanics are heavy radio listeners.
Twenty percent of all college graduates are heavy readers of newspapers (1 hour or more per day) and 18.9 percent of college educated Hispanics are heavy newspaper readers. However:
With regard to income differences:
"It's important to note that some of the markets with the greatest number of Hispanics have enormous differences in the percentage with a college education," says Jordan.
For more information about TheMediaAudit report, go here .