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:

• The Changing Pathways of Hispanic Youths Into Adulthood
• Groundbreaking Poll Shows Internet & New Media Usage Vital for Engaging Latinas
• U.S. Hispanics are Mobile and Online
• Hispanic Americans Face Challenges in Preparing for Retirement
• “Hispanic Advertising to Grow Between 10 and 20% More than General Market”
  
• Newspaper Web Sites Attract 74 Million Visitors In Third Quarter

The Changing Pathways of Hispanic Youths Into Adulthood
"Young Latino adults in the United States are more likely to be in school or the work force now than their counterparts were in previous generations. In 1970, 77% of Hispanics ages 16 to 25 were either working, going to school or serving in the military; by 2007, 86% of Latinos in this coming-of-age group were taking part in these skill-building endeavors. The growth over time in the share of youths involved in such market-oriented activities is not limited to Latinos. Similar changes have occurred among black and white youths. But the Latino trends are particularly noteworthy because their share of the young adult population has risen so dramatically during this period - to 18% in 2007, more than triple their 5% share in 1970".
Source: “The Changing Pathways of Hispanic Youths Into Adulthood”, Pewhispanic.org, October 2009. Complete PDF Report.

Groundbreaking Poll Shows Internet & New Media Usage Vital for Engaging Latinas
"Latinas with access to the internet and an email address are significantly more likely to be informed about new state laws and the legislative process in Sacramento than Latina voters that are not connected to “new media.” They are also more likely to get directly involved in organizations that focus on issues that impact on their careers and the quality of life of their families". Source: “Public Opinion Study Of California Latina Electorate”, Hispanas Organized for Political Equality (HOPE), October 2009. Complete PDF Report.

ImpreMedia Appoints Olga Casabona VP of Audience and Market Insights ImpreMedia announced the appointment of Olga Casabona to the newly-created position of VP of Audience and Market Insights in New York. Casabona will be in charge of all aspects of proprietary and syndicated research for impreMedia. Under her new responsibilities, she will lead a new approach to research that will look at audiences across platforms - web, widgets, mobile, audio, social media, video and print - and emerging media to guide innovation and effectively connect advertisers to Latino consumers. Read More: http://www.impremedia.com/press/pr20091029_olga.html

U.S. Hispanics are Mobile and Online
"The Hispanic market is growing online – fast. Hispanics in particular are accessing the web at the rate of over 1 million users every year. This means Hispanics are connecting twice as fast as the general market (14% growth vs. 7%). Hispanics are early adopters of mobile technology with 31 million mobile users. By age 15, over 60% have a mobile phone and by age 17, it rises to almost 80%. Hispanics of all ages are averaging an amazing 14 hours per day with an internet-based or wireless device; that’s almost twice the time as non-Hispanics".
Source: “Connected: U.S. Hispanics are Mobile and Online”, Ethnic Technologies, LLC, October 2009.

Hispanic Americans Face Challenges in Preparing for Retirement
“A new report demonstrates that Hispanic Americans face greater challenges in obtaining a secure retirement than the average population. On average, Hispanics in the U.S. today have lower levels of educational attainment, less earning power, and a lower level of savings than non-Hispanics. Hispanics in the United States are less likely than non-Hispanics to have an employer sponsored retirement plan, which puts them at a disadvantage for accumulating retirement income. In addition, many Hispanics work in service jobs or small businesses that do not provide retirement plan options to their employees. Compounding these trends is the fact that many Hispanics in America today lack the financial literacy necessary for sound retirement planning".
Source: “Hispanic and Retirement: Challenges and Opportunities”, paycheckforlife.org (Americans for Secure Retirement Coalition), October 2009. Complete PDF Report.

“Hispanic Advertising to Grow Between 10 and 20% More than General Market”
"Media Economist and Investment Advisor Jack Myers expects advertising and marketing targeting Hispanics to grow between 10% and 20% than in the general market. Myers highlighted that the emotional connection of Hispanics to editorial content and advertising is, on average, 20% higher than that of general market consumers".
Source: “Jack Myers “Hispanic Advertising to Grow Between 10 and 20% More than General Market”, portada-online.com, October 2009.
Note: Complete forecast available only to subscribers of the Jack Myers Media Business Report.

Newspaper Web Sites Attract 74 Million Visitors In Third Quarter
"Newspaper Web sites attracted more than 74 million monthly unique visitors on average in the third quarter of 2009, more than one-third (38 percent) of all Internet users. Newspaper Web site visitors generated more than 3.5 billion page views during the quarter, spending 2.7 billion minutes browsing the sites over more than 596 million total sessions".
Source: “Newspaper Web Sites Attract 74 Million Visitors In Third Quarter As Industry Grows Audience Across Multiple Platforms”, naa.org, October 2009.

ImpreMedia Celebrates Hispanic Heritage Month via Digital, Mobile and Print ImpreMedia, the No. 1 Hispanic News and Information Company in the U.S. in Online and Print along with seven sponsors honors Hispanic Heritage Month for a second consecutive year. The program entitled, "Mi Hispanidad," utilizes digital, mobile and print to educate, inform and entertain impreMedia's online and offline audience about their favorite destinations, food, music and traditions (http://www.impre.com/hispanidad/). The program runs through October 31, 2009. Read More: http://www.impremedia.com/press/pr200910_hispanidad.html

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