Study: To Reach Bicultural Latinas, Go Mainstream

Traditional Hispanic media may not be the best way to reach bicultural Hispanic women in the U.S., according to a study being released this week by Latina Media Ventures and Roper ASW.

Eighty percent of Latinas polled who speak both English and Spanish and are fully acculturated prefer English-language television or have no preference for Spanish programming, the study found. When listening to the radio, surfing online or reading magazines, three-quarters or more of respondents likewise choose English media or have no preference (see chart).

For the study, 1,014 Hispanic women and 500 women in the general population were interviewed by phone in November and December.