ImpreMedia is proud to bring you En Breve, your intelligence brief on the U.S. Hispanic market and media. ImpreMedia is the No. 1 Hispanic News and Information Company in the U.S. in Online and Print, publishing El Diario La Prensa, El Mensajero, La Opinión, La Opinión Contigo, La Prensa, La Raza, La Vibra, RUMBO de Houston, Vista Magazine and Hoy Nueva York online. In this issue, read about:

• Two-Thirds of US Hispanics Go Online Monthly
• Mobile Marketers Target Receptive Hispanic Audience
• New Study Shows Well-to-do Ethnic Consumers Hold $282 Billion in Purchasing Power
• New Study Finds 38% of Hispanics are NASCAR Fans, but Engagement is the Opportunity Breakthrough Report From Knowledge Networks, rEvolution Shows "Socializing" NASCAR Among Hispanics is Crucial to Driving Engagement
• Ethnic Foods Expand, Organics More Selective

Two-Thirds of US Hispanics Go Online Monthly
“Hispanics in the US are now online in overwhelming numbers, and are taking full advantage of the internet as a primary tool for finding and contributing information, researching and making purchases, being entertained, and networking with others, according to recent research from Ipsos. Results of an Ipsos’ US Hispanic Omnibus study show that 63% of Hispanics who live in the US say that they access the internet at least once a month for information and entertainment. Top activities reported by Hispanics include following news, downloading music, uploading photographs and researching products before purchasing them.”
Source: “Two-Thirds of US Hispanics Go Online Monthly”, marketingcharts.com, February 2009.

Mobile Marketers Target Receptive Hispanic Audience
Continental Airlines, General Mills, Sears Work to Launch Latino-Centric Cellphone Campaigns
“Hispanics, the country's largest and fastest-growing ethnic minority, are becoming a sought-after target for mobile advertisers as brands connect the dots between the group's receptiveness to advertising and its heavy mobile usage.”
Source: “Mobile Marketers Target Receptive Hispanic Audience Continental Airlines, General Mills, Sears Work to Launch Latino-Centric Cellphone Campaigns”, (Registration May Be Required) adage.com, February 2009.

Engagement Study Finds ImpreMedia Households more Connected, Engaged and Likely to Influence Others Spanish-language multi-platform news and information company provides media agencies with unprecedented tool for delivering ROI by better targeting of Hispanic audiences. ImpreMedia, the No. 1 Hispanic News and Information Company in the U.S. in Online and Print, announced today that it has completed an unprecedented engagement study of its audience. The study demonstrates that impreMedia households are on average bigger, more connected with one another, more engaged with their media of choice, and more likely to influence the purchase decisions of others when compared to the general Hispanic market and to Spanish TV viewers in the US. Read more: http://www.impremedia.com/press/pr02-23-09_engagement_study.html

New Study Shows Well-to-do Ethnic Consumers Hold $282 Billion in Purchasing Power
“Affluent ethnic Americans have been invisible to luxury marketers until now. A new study by chief economist Greg McBoat of the research firm and consultancy, Diversity Affluence, reflects “Estimates of Population, Income and Purchasing Power for African, Asian and Hispanics Americans in America.” It defines affluent ethnic individuals with an annual income of at least $75,000 and households with an annual income of $150,000 or greater.“Our data confirms wealthy ethnic groups, defined as ‘Royaltons,’ are a significant audience for all marketers to target,” Mr. McBoat said. “Of the three primary groups of Royaltons that we researched African Americans possess $87.3 billion in purchasing power, Asian Americans possess $90.2 billion, and Hispanic Americans hold $104.5 billion.”
Source: “New Study Shows Well-to-do Ethnic Consumers Hold $282 Billion in Purchasing Power”, diversityaffluence.com, February 2009.

New Study Finds 38% of Hispanics are NASCAR Fans, but Engagement is the Opportunity Breakthrough Report From Knowledge Networks, rEvolution Shows "Socializing" NASCAR Among Hispanics is Crucial to Driving Engagement
“Hispanics are America's fastest growing demographic - and, according to a just-released report from rEvolution and Knowledge Networks, 38% of U.S. Latinos say they are at least "Casual" Fans of NASCAR. But Hispanics have not learned to love the sport at the same pace as the general population, with just 7% saying they are "Avid" Fans ("very interested"). This first authoritative, in-depth study of Hispanic NASCAR Fans provides insights into the cultural values and preferences of U.S. Latinos related to the sport - and how these point to key actions for expanding Latino involvement with NASCAR.”
Source: “New Study Finds 38% of Hispanics are NASCAR Fans, but Engagement is the Opportunity”, hispanicprwire.com, February 2009.

Ethnic Foods Expand, Organics More Selective
“Even as the recession deepens, consumer interest in experiencing new ethnic cuisines and flavors is expected to continue to grow. However, the signs point to consumers and restaurants alike becoming more selective about paying a premium for organic foods. These are two of the trends highlighted in Packaged Facts' "Food Flavors and Ingredients Outlook 2009" report, based on interviews with food industry marketing executives and analysts, on-site analysis of retail and food service venues and recent data, including PF/Center for Culinary Development Trend Mapping Reports.”
Source: “Ethnic Foods Expand, Organics More Selective”, mediapost.com, February 2009.

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