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Hispanic Media Consumption - US - June 2011

The categories covered in this report include Hispanic demographics, acculturation, and Hispanics’ consumption and attitudes toward the media. In discussing their attitudes about themselves, we also need to address attitudinal differences between younger and older Hispanics, as well as by language preference. This report will review consumption habits by language, income, and gender and provide actionable insights for effectively targeting each segment of the Hispanic population. Additionally, this report examines the unique attitudes and behaviors of Hispanic teens aged 12-17. This report also discusses and provides examples of trends and opportunities.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Advertising
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Consumer media consumption
                      • Media content
                        • The internet
                          • Television
                            • Newspapers
                              • Magazines
                                • Radio
                                  • Marketing strategies
                                    • U.S. Hispanic population
                                      • Demographics
                                        • Acculturation
                                        • Insights and Opportunities

                                          • A thirst for life-improving content
                                            • Distinguishing between ‘speak’ and ‘read’
                                              • Hollywood looks to lure more Hispanics
                                                • Television: entertaining and educational
                                                  • Teens: the newspaper industry’s secret to a turnaround?
                                                    • Hispanics remain largely absent in English-language media
                                                      • A dynamic opportunity for long-term growth
                                                      • Inspire Insights

                                                          • Trend: “Many Mes”
                                                          • Consumer Media Consumption

                                                            • Key points
                                                              • Type of media consumed
                                                                • Hispanics regularly consume media in both English and Spanish
                                                                    • Figure 1: Type and language of media consumed, by race/Hispanic origin, October 2009-December 2010
                                                                  • The Hispanic consumer
                                                                    • Language preference plays a minor role in television and radio consumption
                                                                        • Figure 2: Type and language of media consumed by Hispanics, by language spoken in the home, October 2009-December 2010
                                                                      • Hispanic language preference when reading
                                                                        • Young adults are more likely to read in both Spanish and English
                                                                            • Figure 3: Language in which Hispanics prefer to read, by age, March 2011
                                                                          • Hispanics with multiple children are more likely to read in Spanish
                                                                              • Figure 4: Language in which Hispanics prefer to read, by the presence of children under the age of 18 in the home, March 2011
                                                                            • The language of what’s said may not equal that of what’s read
                                                                                • Figure 5: Language in which Hispanics prefer to read, by language spoken in the home, March 2011
                                                                              • Hispanics are likely to read both Spanish and English
                                                                                • Figure 6: Trended data on language preference by Hispanics when reading, Spring 2006-10
                                                                              • Hispanics are gravitating toward English-language television
                                                                                  • Figure 7: Trended data on language preference by Hispanics when watching television, Spring 2006-010
                                                                                • Hispanics consume both English- and Spanish-language radio
                                                                                    • Figure 8: Trended data on language preference by Hispanics when listening to the radio, Spring 2006-10
                                                                                • Media Content

                                                                                  • Key points
                                                                                    • Desired content
                                                                                      • Hispanics crave more on education and personal health
                                                                                        • Figure 9: Type of information Hispanics would like to see more of in the media, by gender, March 2011
                                                                                      • Hispanics are aspirational and seek life-improving content
                                                                                        • Figure 10: Type of information Hispanics would like to see more of in the media, by language spoken in the home, March 2011
                                                                                      • Spanish-language readers are more likely to desire life-improving content
                                                                                        • Figure 11: Type of information Hispanics would like to see more of in the media, by language in which survey was taken, March 2011
                                                                                      • Portrayal of Hispanics in the media
                                                                                        • Latinas are more responsive to Hispanic-focused ads
                                                                                          • Figure 12: Attitudes on the portrayal of Hispanics in the media, by gender, March 2011
                                                                                        • English-dominants are less satisfied with media portrayals of Hispanics
                                                                                          • Figure 13: Attitudes on the portrayal of Hispanics in the media, by language spoken in the home, March 2011
                                                                                        • Identifying with Latino culture
                                                                                          • Middle-aged Hispanics closely identify with their culture
                                                                                            • Figure 14: Level to which Latinos identify with their Latino culture, by age, March 2010
                                                                                          • Spanish-dominants are closely tied to their Hispanic culture
                                                                                            • Figure 15: Level to which Latinos identify with their Latino culture, by language spoken in the home, March 2010
                                                                                        • The Internet

                                                                                          • Key points
                                                                                            • Online media activities
                                                                                              • Hispanics use the internet to be entertained
                                                                                                • Figure 16: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                              • The Hispanic online consumer
                                                                                                • Hispanics are a diverse group of active online information seekers
                                                                                                  • Figure 17: Online activities, sites visited/used in the last 30 days, by age and gender, July 2009-Sept. 2010
                                                                                                • Bilingual households are actively using the internet for information and entertainment
                                                                                                  • Figure 18: Online activities, sites visited/used in the last 30 days, by language spoken in the home, July 2009-Sept. 2010
                                                                                                • Language of websites visited
                                                                                                  • Language plays a key role in website preferences
                                                                                                    • Figure 19: Language of websites visited outside of work by Hispanic consumers, by language spoken in the home, October 2010
                                                                                                  • Age is not a factor in language preference
                                                                                                    • Figure 20: Language of websites visited outside of work by Hispanic consumers, by age, October 2010
                                                                                                  • Attitudes and usage of the internet
                                                                                                    • The internet is a news source for older online Hispanics
                                                                                                      • Figure 21: Attitudes and usage of the internet by Hispanic consumers, by age, October 2010
                                                                                                    • Online news consumption is largely dependent on language
                                                                                                      • Figure 22: Attitudes and usage of the internet by Hispanic consumers, by language spoken in the home, October 2010
                                                                                                  • Television

                                                                                                    • Key points
                                                                                                      • Attitudes of adult viewers
                                                                                                        • Hispanics are not averse to television commercials
                                                                                                          • Figure 23: Attitudes toward TV viewing and advertising, by race/Hispanic origin, October 2009-December 2010
                                                                                                        • Spanish-dominant households are more receptive to TV advertising
                                                                                                          • Figure 24: Hispanics’ attitudes toward TV viewing and advertising, by language spoken in the home, October 2009-December 2010
                                                                                                        • Hispanic men are less distracted while watching television
                                                                                                          • Figure 25: Hispanics’ attitudes toward TV viewing and advertising, by age and gender, October 2009-December 2010
                                                                                                        • Attitudes of teen viewers
                                                                                                          • Hispanic teens crave more television choices
                                                                                                            • Figure 26: Attitudes toward TV viewing and advertising, by race/Hispanic origin, October 2009-December 2010
                                                                                                          • Teens in Spanish-dominant homes love watching TV
                                                                                                            • Figure 27: Hispanic teens’ attitudes toward TV viewing and advertising, by language spoken in the home, October 2009-December 2010
                                                                                                        • Newspapers

                                                                                                          • Key points
                                                                                                            • Adult attitudes
                                                                                                              • Hispanics are less likely to read a newspaper on a regular basis
                                                                                                                • Figure 28: Attitudes toward newspapers, by race/Hispanic origin, October 2009-December 2010
                                                                                                              • Spanish-dominant homes are less likely to stay informed by reading newspapers
                                                                                                                • Figure 29: Hispanics’ attitudes toward newspapers, by language spoken in the home, October 2009-December 2010
                                                                                                              • Older Hispanics are more likely to value and rely on newspapers
                                                                                                                • Figure 30: Hispanics’ attitudes toward newspapers, by age and gender, October 2009-December 2010
                                                                                                              • Teen attitudes
                                                                                                                • Hispanic teens are least likely to be bored by newspapers
                                                                                                                  • Figure 31: Teens’ attitudes toward newspapers, by race/Hispanic origin, October 2009-December 2010
                                                                                                                • Spanish-dominant teens strongly desire a newspaper just for them
                                                                                                                  • Figure 32: Hispanic teens’ attitudes toward newspapers, language spoken in the home, October 200-December 2010
                                                                                                                • Consumption of small publications
                                                                                                                  • Spanish-language readers are heavy users of neighborhood newspapers
                                                                                                                    • Figure 33: Likelihood of consuming small publications, by language in which survey was taken, March 2011
                                                                                                                  • Older Hispanics are readers of free community newspapers
                                                                                                                    • Figure 34: Likelihood of consuming small publications, by age, March 2011
                                                                                                                  • Reasons for consuming small publications
                                                                                                                    • Older Hispanics are drawn to community newspapers for content
                                                                                                                      • Figure 35: Reasons for consuming small publications, by age, March 2010
                                                                                                                    • English readers more likely to read local newspapers for news and ads
                                                                                                                      • Figure 36: Reasons for consuming small publications, by language in which survey was taken, March 2010
                                                                                                                  • Magazines

                                                                                                                    • Key points
                                                                                                                      • Adult attitudes
                                                                                                                        • Hispanics are more likely to respond to magazine advertisements
                                                                                                                          • Figure 37: Attitudes toward magazines, by race/Hispanic origin, October 2009-December 2010
                                                                                                                        • Spanish-dominant households are more passionate about magazine advertisements
                                                                                                                          • Figure 38: Hispanics’ attitudes toward magazines, by language spoken in the home, October 2009-December 2010
                                                                                                                        • Latinas enjoy reading magazine ads more than men
                                                                                                                          • Figure 39: Hispanics’ attitudes toward magazines, by age and gender, October 2009-December 2010
                                                                                                                        • Teen attitudes
                                                                                                                          • Hispanic teens enjoy magazines for their content and ads alike
                                                                                                                            • Figure 40: Teens’ attitudes toward magazines, by race/Hispanic origin, October 2009-December 2010
                                                                                                                          • Bilingual Hispanic teens are the most passionate magazine readers
                                                                                                                            • Figure 41: Hispanic teens’ attitudes toward magazines, language spoken in the home, October 2009-December 2010
                                                                                                                        • Radio

                                                                                                                          • Key points
                                                                                                                            • Adult attitudes
                                                                                                                              • Hispanics rely on radio stations to keep them informed
                                                                                                                                • Figure 42: Attitudes toward the radio, by race/Hispanic origin, October 2009-December 2010
                                                                                                                              • Spanish-language radio listeners enjoy being entertained and informed
                                                                                                                                • Figure 43: Hispanics’ attitudes toward the radio, by language spoken in the home, October 2009-December 2010
                                                                                                                              • Men are more likely to call radio a main source of entertainment
                                                                                                                                • Figure 44: Hispanics’ attitudes toward the radio, by age and gender, October 2009-December 2010
                                                                                                                              • Teen attitudes
                                                                                                                                • Online activities do not lure Hispanic teens away from the radio
                                                                                                                                  • Figure 45: Teens’ attitudes toward radio, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                • Online radio listening remains a novelty
                                                                                                                                  • Figure 46: Teens’ likelihood on listening to the radio online, by race/Hispanic origin, October 2009-December 2010
                                                                                                                              • Marketing Strategies

                                                                                                                                • Key points
                                                                                                                                  • Television
                                                                                                                                    • Ads targeting the Hispanic consumer
                                                                                                                                      • EstrellaTV
                                                                                                                                        • Figure 47: EstrellaTV, TV ad, august 2010
                                                                                                                                      • Diet Pepsi
                                                                                                                                        • Figure 48: Diet Pepsi, Beach Tweet, April 2010
                                                                                                                                      • Limitless (feature film)
                                                                                                                                        • Figure 49: Limitless: Relativity Media, TV ad, March 2011
                                                                                                                                      • No Eres Tú, Soy Yo (feature film)
                                                                                                                                        • Figure 50: No Eres Tú, Soy Yo: Pantelion Films, TV ad, April 2011
                                                                                                                                      • Online
                                                                                                                                        • Telemundo.com
                                                                                                                                          • LaMusica.com
                                                                                                                                            • YouTube.com/Gillette
                                                                                                                                              • People en Español
                                                                                                                                                • ESPN Deportes
                                                                                                                                                  • KLZT-FM (107.1 La Z)/Austin, Texas
                                                                                                                                                    • Charmin Ultra Soft
                                                                                                                                                    • Cluster Analysis

                                                                                                                                                        • Work PC Users and Cell Phone Texters
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunities
                                                                                                                                                                • Newspaper-Reading, Latino Identifiers
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunities
                                                                                                                                                                        • Ethnic-Centric Non-Readers
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunities
                                                                                                                                                                                • Characteristic tables
                                                                                                                                                                                  • Figure 51: Hispanic media consumption clusters, March 2011
                                                                                                                                                                                  • Figure 52: Internet connectivity point, by Hispanic media consumption cluster, March 2011
                                                                                                                                                                                  • Figure 53: Community newspaper readership, by Hispanic media consumption clusters, March 2011
                                                                                                                                                                                  • Figure 54: Cultural socialization, by Hispanic media consumption clusters, March 2011
                                                                                                                                                                                  • Figure 55: Preferred method of communication, by Hispanic media consumption clusters, March 2011
                                                                                                                                                                                  • Figure 56: Cultural identity, by Hispanic media consumption clusters, March 2011
                                                                                                                                                                                  • Figure 57: Latin consumer attitudes, by Hispanic media consumption cluster, March 2011
                                                                                                                                                                                • Demographic tables
                                                                                                                                                                                  • Figure 58: Hispanic media consumption clusters, by gender, March 2011
                                                                                                                                                                                  • Figure 59: Hispanic media consumption clusters, by age, March 2011
                                                                                                                                                                                  • Figure 60: Hispanic media consumption clusters, by household income, March 2011
                                                                                                                                                                                  • Figure 61: Hispanic media consumption clusters, by language of survey, March 2011
                                                                                                                                                                                  • Figure 62: Hispanic media consumption clusters, by language preferred for reading, March 2011
                                                                                                                                                                                  • Figure 63: Hispanic media consumption clusters, by marital status, March 2011
                                                                                                                                                                                  • Figure 64: Hispanic media consumption clusters, by education, March 2011
                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                • U.S. Hispanic Population

                                                                                                                                                                                    • Key facts
                                                                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                                                                        • Figure 65: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                        • Figure 66: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                        • Figure 67: Population, by race and Hispanic origin, 2000-15
                                                                                                                                                                                      • The Hispanic and non-Hispanic population
                                                                                                                                                                                        • The Hispanic and total U.S. population by age
                                                                                                                                                                                          • Figure 68: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                          • Figure 69: Total U.S. population, by age, 2005-15
                                                                                                                                                                                        • The Hispanic and total U.S. population by gender
                                                                                                                                                                                          • Women
                                                                                                                                                                                            • Figure 70: Hispanic women, by age, 2005-15
                                                                                                                                                                                            • Figure 71: Total U.S. female population, by age, 2005-15
                                                                                                                                                                                          • Men
                                                                                                                                                                                            • Figure 72: Hispanic men, by age, 2005-15
                                                                                                                                                                                            • Figure 73: Total U.S. male population, by age, 2005-15
                                                                                                                                                                                          • Hispanic purchasing power
                                                                                                                                                                                            • Figure 74: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                          • U.S. household income distribution
                                                                                                                                                                                            • Figure 75: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                                          • Hispanic income levels
                                                                                                                                                                                            • Figure 76: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                          • The Hispanic household
                                                                                                                                                                                            • Figure 77: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                            • Figure 78: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                            • Figure 79: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                                            • Figure 80: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                                          • Generations
                                                                                                                                                                                            • Hispanics by generation
                                                                                                                                                                                              • Figure 81: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                              • Figure 82: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                                            • Hispanics by country of origin/heritage
                                                                                                                                                                                              • Figure 83: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                              • Figure 84: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                                                                              • Figure 85: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                              • Figure 86: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                                              • Figure 87: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                            • States with greatest Hispanic population growth
                                                                                                                                                                                              • Figure 88: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                                                                              • Figure 89: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                                            • Acculturation
                                                                                                                                                                                              • What is acculturation?
                                                                                                                                                                                                • Why is level of acculturation important?
                                                                                                                                                                                                  • Levels of acculturation
                                                                                                                                                                                                      • Figure 90: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                    • What is retro-acculturation?
                                                                                                                                                                                                      • Retro-acculturation
                                                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                          • Figure 76: Online activities, sites visited/used in the last 30 days, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • American Marketing Association (AMA)
                                                                                                                                                                                                        • Association of Hispanic Advertising Agencies
                                                                                                                                                                                                        • Association of National Advertisers (ANA)
                                                                                                                                                                                                        • Clorox Company , The
                                                                                                                                                                                                        • Hearst Magazines
                                                                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                                                                        • Kimberly-Clark Corporation
                                                                                                                                                                                                        • L'Oréal SA
                                                                                                                                                                                                        • National Association of Broadcasters
                                                                                                                                                                                                        • National Basketball Association
                                                                                                                                                                                                        • National Telecommunications and Information Association (NTIA)
                                                                                                                                                                                                        • Nickelodeon Networks
                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                        • Telemundo Communications Group, Inc.
                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                        Hispanic Media Consumption - US - June 2011

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