Reaching HispanicsRadio
In the country's top Hispanic markets, research indicates that radio is the preferred media outlet.

In the country's top Hispanic markets, research indicates that radio is the preferred media outlet.

Credit: Source: Scarborough USA+Release 2, 2002, Individual Market Reports For Top Five Hispanic Markets

Web

According to a Scarborough Research and Arbitron/Edison media research Internet study, 65 percent of Hispanic adults own a computer, and Internet access is increasing rapidly.

ComScore Media Matrix reports:

  • Hispanics spend 9 percent more time online than the general U.S. market.
  • By 2007, the number of Hispanic Internet users will nearly double from 2002.
  • Hispanics are four times more likely to purchase online when viewing content in their preferred language.
    • CREATIVE LICENSE: Capitalizing on the increase in Internet usage among buyers, Beazer Homes has targeted Hispanics with a Spanish portal to its Web site (above). The industry's first Spanish-language consumer Web site launched last fall (left).

    CREATIVE LICENSE: Capitalizing on the increase in Internet usage among buyers, Beazer Homes has targeted Hispanics with a Spanish portal to its Web site (above). The industry's first Spanish-language consumer Web site launched last fall (left).

    Barriers To HomeownershipRough Road

    Although there was a 64 percent homeownership rate for naturalized Hispanic citizens from 1994 to 2002, the road to homeownership is full of potholes. According to the University of Southern California's “El Sueño de su Casa” report issued August 2004, these are the leading barriers Hispanics encounter in pursuit of the American Dream:

  • Lack of familiarity with and misconceptions about the mortgage process;
  • Difficulty saving for a down payment; and
  • Trouble finding a trustworthy advisor:

    • Realtors - 38%

    Friends and co-workers - 17%

    Family members - 16%

    Seminars/classes - 12%

    Financial institutions - 9%

    Community organizations - 6%

    Church groups - 3%