New York, NY–(HISPANIC PR WIRE)–March 17, 2003–People en Español, the best selling Hispanic magazine in the U.S., announced today the results of its 2002 Hispanic Opinion Tracker™ (HOT) Study -the most extensive, comprehensive and revealing study of Hispanic Americans across the nation. Using a segmentation model that divides the market into three segments: Hispanic Dominants (56%), Biculturals (20%) and English Dominant (23%), HOT confirms that 76% of the Hispanic market prefers to be marketed to in Spanish. The study also reveals that while Hispanic Americans straddle both worlds, their Hispanic identity and heritage remains strong and very consistent.
— 97% of Hispanic Dominants and Bicultural Hispanics identify with being Hispanic as much as or more than being an American
— 84% of Hispanic Dominants AND Bicultural Hispanics said that 5 out of 5 of their best friends are Hispanic
— 71% of Bicultural Hispanics are raising their children bilingually
— 60% of Bicultural Hispanics speak Spanish most often at home
— Bicultural Hispanics equally split their weekly television time watching Spanish-language and English language television.
“Our research proves that there is an immediate need for advertisers to target this ever-expanding market in Spanish,” says Lisa Quiroz, Publisher of People en Español.” “We feel confident that the HOT Study findings will help facilitate that process.”
Now in it third year, HOT is considered to be a benchmark study in terms of scope and size. Conducted by the Cheskin Group, a leading national research firm with more than 20 years experience in within the Hispanic market, HOT surveyed more than 6,000 respondents nationwide on a plethora of topics including culture and heritage, media habits, marketing preferences, social issues political views and entertainment choices.
The results of the HOT study clearly demonstrate how the U.S. Hispanic market behaves differently from any other immigrant group, defying older European immigration models and assimilation theories.
“It’s plain and simple,” says Quiroz. “In order to make the emotional connection with Hispanic Americans, the message must be relevant to them –in Spanish, using faces they can recognize and most of all respecting the issues of cultural identity and language as a permanent condition and not just a passing phase.”
About PEOPLE EN ESPAÑOL
People en Español was launched in 1998 and today is the best-selling Hispanic magazine in the United States. Each month, the publication reaches more than four million readers with an exciting editorial mix of Hispanic and mainstream entertainment coverage, fashion and beauty service editorial and compelling human-interest stories. A true pioneer in Hispanic print, People en Español is committed to recognizing the value, contributions and impact of Hispanics in the United States.
About Cheskin Research
Cheskin is a consulting and research firm grounded in marketing and design. At the heart of the company’s work is the recognition that innovation and success rest on in-depth understanding of people, their cultures, and the influences that motivate them. With a diverse multilingual staff representing over 20 different countries and cultures, Cheskin is highly regarded for their ability to anticipate change, and in turn define business opportunities, new product development, and marketing strategies for the future.
People en Español