This week, Yahoo! Telemundo and Experian Simmons Research released findings that declare that Hispanics in the U.S. are “media mavens,” consuming and adopting media and technology at a higher rate than the general market. In my gut, I know this is true…to some degree. I mean, we do over-index in almost all categories imaginable, why not media consumption and media integration. However, I think as a group, we are slow to change and do not like change which makes me question the technology aspect of this study.
As I’m sure many of you will agree, this is quite a departure from the conflicting pieces of research out there including that Hispanics are not online; and those that are only speak English. Sound familiar? Working solely in the online industry for the last year has made me realize that this statement is simply not true. Another white paper from another general market agency will not change the fact that we are online and that we are responsive to Spanish messaging.
Finding
“The fact that TV viewership continues to grow among U.S. Hispanics while Internet penetration has almost doubled, combined with the high penetration of broadband access in this segment, presents a unique opportunity to offer this diverse audience more choices of meaningful and relevant content.”
We know the face of media in the US changes dramatically every year. We also know that the amount of print, OOH, cable channels, websites and mobile providers increases daily. The NAHJ (National Association of Hispanic Journalists) can confirm the obvious, however, we must watch for over-saturation. Remember, what goes up, must come down. However, what I believe we will see is much more integration of mediums.
