Links

Hispanic Business magazine - "Dancing with the Stars" Finale Attracts Large Hispanic Audience

A slice of insight into Hispanic's TV watching trends. The large tune-in for "Dancing" probably had something to do with the fact that Helio Catstronueves was a finalist (and that he won). Still, more than three times as many people tuned in to the top Univision show.

Pew Hispanic Center - English Usage Among U.S. Latinos/Hispanics

Only one-in-four Latino immigrants can speak English "very well." But nearly nine-in-10 of their children can. That's a huge jump in one generation. This study also looks at the language differences between Latino and Hispanic immigrants.

AHAA - Maximizing Impact in the Hispanic Market

An interesting (albeit slightly outdated) study on Hispanic-centered media spending from 2000 to 2003. It analyzes past spending habits, ultimately arguing that American companies do not spend enough on Hispanic marketing. All in all, it provides some good insight into what's being done already.

IAB - Reach U.S. Hispanics Through Online Marketing

This study, put together by the Interactive Advertising Bureau, starts with general Hispanic demographics and buying power. But then it gets to the more interesting stuff: targeting Hispanics specifically through the web. Here's a shocker: "U.S. Hispanic Internet user growth outpaces that of the General Market." Large Hispanic and Internet media outlets (like Univision and AOL) contributed to this report. In other words, take it with a grain of salt, but you can't argue with some of the statistics.

JupiterResearch - Online Behavior and Demographics

JupiterResearch utilizes proprietary data and expert researchers to analyze market trends. One of its "specialties" is online behavior, and for the last handful of years, it has produced a Hispanic-centered study. The full studies (20-25 pages long) can run as much as $750, but there's a free guest access option. If you need accurate, intensive research, this is one place to look.