Abogados de Inmigracion

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):
< http://hmc.comm.fsu.edu/OldandNewMedia091307.pdf>