Spanish Newspaper Reader Study.
August 26, 2005
Hoy Spanish-language newspaper released the multi-market Media Consumption Study conducted in early 2005.
Newspapers were found to be credible sources with Hispanic consumers. 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:
Most Important Ads in Newspapers
-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.
Type of Items Looked for in Newspaper Ads/Inserts
-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 or with a coupon attached, along with inserts.
Interest in Specific Topics
-Men are more interested in sports and business than women who hold more interest in family, advertisements, travel, and entertainment news.
-Respondents have the same level of interest in international news, regardless of acculturation level.
-On average, respondents attended two community events in the past year.
Frequency of Newspaper Usage
-Among those who read newspaper advertisements, ads are generally clipped or referred to once a week or less.
-Readers spend almost 27 minutes reading an average weekday issue of Hoy.
