Study: Spanish-speaking Hispanics avid newspaper readers
By Erina Lin, Friday 21 September 2007 at 22:40 :: General :: #593 :: rss
Hispanics whose first language is Spanish are among the most avid newspaper readers in the United States, according to a new study of how ethnic groups consume old and new media.
The study was conducted by the Florida State University Center for Hispanic Marketing Communication, and contains more good news for newspapers, including that the time spent on print is not declining among whites, African Americans, Asian Americans, and English-speaking Hispanics in spite of their heavy use of online media and television.
"The Multicultural Marketing Equation" surveyed 2,500 adult online users, with nearly equal numbers of respondents interviewed among Caucasians, African Americans, Asian Americans and Hispanics who speak and read in Spanish, and those in English.
"Generally, there is no difference in newspaper readership among most groups with the exception of Spanish-speaking Hispanics, who read less in English. When looking at the combined picture, Asians, English-speaking Hispanics, and Spanish-speaking Hispanics are the most avid readers of newspapers,” the study stated. “The fact that Spanish-speaking Hispanics are highly print oriented is surprising because many new immigrants tend to be less literate than those educated in the United States. What this speaks of is the potential complementarity between newspapers and online content particularly for Spanish-speaking Hispanics and Asians."
It also found that Spanish-speaking Hispanics are the most avid magazine readers.
"As in the case of newspapers, this trend supports the notion of media complementarity with the Internet," the study states. "In addition, it dissipates the stereotype that Hispanics are not as devoted readers as others in our society. Clearly, this has to be qualified by the fact that these are all online individuals. Further, the substantive amount of time that these groups say they devote to different media seems to dispel the notion that these consumers are replacing their traditional media exposure with the Internet."
All the groups are "firmly entrenched" with traditional media including newspapers and especially television, while leaving much time for online use.
"Marketers should realize that both old and new media avenues create not only access to these consumers, but complement each other to reinforce a strong communication link," the study concludes.
The full study is available at http://hmc.comm.fsu.edu/.
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