Twenty-eight per cent of Hispanics questioned in a US survey say they will buy a large-screen television or HDTV in the next 12 months.
They also say that TV advertising is the medium that mostly influenced their decision, according to research by Vertis Communications.
This compares to just 23 per cent of non-Hispanics planning to purchase a large-screen or HDTV in the next 12 months.
The study – Customer Focus® OPINIONES – also showed that Hispanics found inserts and circulars to be the second most influential form of advertising.
Internet marketing was the third-most selected medium.
Scott Marden, director of marketing research for Vertis Communications, said the data proved that multi-channel campaigns were marketers’ best options for swaying Hispanic consumers.
“Hispanics are increasingly becoming more reliant on the Internet and other forms of technologically advanced marketing—including cell phone and e-mail campaigns—to gather information on products prior to making buying decisions,” he said.
“While this portends a greater focus on online media, it is crucial for marketers to consider a multi-channel effort when motivating Hispanic consumers to make purchase decisions.
“Television and direct mail should be cornerstones, along with Web advertising, of any multicultural marketing plan.”

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