A New Protrait of Hispanic Consumers

Popular belief among marketers and media execs has long held that Hispanics are more brand loyal than the general population and more persuaded by Spanish- than English-language ads. But a study released earlier this month by the Food Marketing Institute and direct-mail giant Advo offers evidence to the contrary.

The research, based on phone interviews with 1,650 Hispanic consumers in March and April, found that what may have been true for years is changing with acculturation factors such as inter-racial marriage and the second generation’s English-media consumption.