Ask U.S. Hispanics – Media Preference Study 2004.
March 26, 2004
Meneses Research and Associates announced the results of its “Ask U.S. Hispanics” Media Preference 2004 study. The study conducted from March 11 to April 4, 2004 involved 1,001 interviews across 19 markets among U.S Hispanic consumers over the age of 18. This report was aimed at determining media preferences in radio, television and print. Additional information is available such as up to date demographics, purchase intent for a house, brand new car and computer, as well as the language preferred by Hispanics at home, at work and with friends. Media consumption in Spanish and/or English was one of the factors used to determine the Level of Acculturation (LOA®) of the over 40 million U.S. Hispanics. All data will be presented by the Level of Acculturation and Market Areas. Additionally, this report will include top line findings from previous reports: “Ask Hispanic Teens” (Ages 12-17) and “Ask Tijuana” (Tijuana residents that cross the border and spend $2.5 billion in San Diego 2003).
“The Hispanic market is a growing consumer force in the United States,” said Walter Meneses, President of Meneses Research and Associates (MR&A). “The ability to understand media preferences among Hispanics, and the rationale behind those choices, allows marketers to effectively identify the most successful vehicles for reaching their audience. Everything boils down to COMMUNICATION: how to reach this market effectively, understanding their culture, attitudes and beliefs.”
Some of the findings are:
Cable
Cable penetration by Market Areas: Highest East Coast 57%, Lowest Texas 41%
Television
89% watch Spanish language TV; 29% watch “all the time” and “most of the time”
Radio
87% listen to the radio in Spanish; 46% listen “all the time” and “most of the time”
70% preferred to read newspapers or publications in Spanish
Political affiliation
Preferred candidate for U.S. President (Among Hispanic registered voters: John Kerry 35.6%, George Bush 30.5%, undecided 33.9%)
Attitudes and perceptions on Spanish language advertising
The five sub-segments of the U.S. Hispanic applying MR&A’s Level of Acculturation LOA model are:
Spanish Language Dependent – 28.1%
Spanish Language Preferred – 25.4%
Bilinguals – 26.1%
English Language Preferred – 12.5%
English Language Dependent – 7.9%
For more information at http://www.menesesresearch.com
