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June 15, 2007
Hispanic Media Loyalties: Keeping the Radio and Loving Cyberspace
In a survey focused on radio usage among Hispanics, Edison Research found that 24% of Hispanics view radio as "most essential" relative to television, the Internet, and newspapers. Only 17% of the general market places such importance on radio.
For those still laboring under the misconception that the Hispanic demographic is not wired, 29% of Hispanics surveyed view the Internet as "most essential", only slightly less than 33% in the general population. Further, 41% of Hispanics surveyed see the Internet as the "most cool and exciting" medium.
The complete Edison report can be found here (pdf).
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