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August 17, 2007

The Florida State University Center for Hispanic Marketing Communication released today the first study of its 2007 series of reports on the Multicultural Marketing Equation. These studies conducted by Florida State University and DMS Research (an AOL LLC Company) highlight the commonalities and differences among major culturally unique groups in the United States in regards to important marketing issues. The first report of 2007 released today is entitled “Old and New Media Use.” It contrasts the use of television, radio, newspapers, and magazines with the use of the Internet, cell phones, and other new technologies by Hispanics who prefer English (HE), Hispanics who prefer Spanish (HS), African Americans (AA), Asians (A), and Non-Hispanic Whites (NHW).

Dr. Felipe Korzenny, Director of the Center, indicates that “this is a pioneer study that emphasizes the complementarity between established and emerging media” and the degree to which the media habits are being driven by the soon to be new majority.”
Key trends include:

Old media and new media share the attention of online consumers across different cultural groups. NHW tend to be laggards when it comes to new technologies while members of emerging minorities are venturesome and eager to explore. The typical alternative explanation for this is that these minorities are younger. This study, however, shows that after controlling for age, NHW continue to be laggards regardless of age.

The importance of the native language of consumers is evidenced in the degree to which A, HE, and HS use the media in a language other than English. They use these media in other languages proportional to their acculturation levels. That is not surprising per se but it does point to how the language of media offerings evolves and the importance that marketers have to place in going beyond language and more into connecting through other cultural avenues with these important emerging groups.

The study was conducted online with approximately 2500 respondents about equally divided by cultural/language group.

To view report CLICK on link below (Adobe Acrobat Reader required):

The Center for Hispanic Marketing Communication at Florida State University is a national hub for innovative research, education, and training of marketing professionals by means of a partnership between academia and industry. It is the primary source of knowledge and information about Hispanic marketing communication in the United States. The Center aims to promote a two way communication link between marketers and Hispanic customers.
Contact: Dr. Felipe Korzenny, (850) 644 8766

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