We recently commissioned a custom analysis of the Experian Simmons National Hispanic Consumer Study to gain valuable insights into the behaviors and attitudes of Hispanic newspaper readers. The analysis, released on April 16, 2010, is providing us with the up-to-date information needed to devise the most effective strategy for targeting Hispanic consumers, who are the nation’s largest ethnic group. They number 46.9 million, or 15.4% of the total U.S. population, in 2008, up from 35.3 million in the 2000 Census.

According to Ken Wollenberg, general manager of Experian Simmons, “Hispanic consumers represent a growing and increasingly influential segment of the American population. The Simmons National Hispanic Consumer Study provides the in-depth information on the attitudes, behaviors and media usage of Hispanic consumers that marketers need to make meaningful inroads into this market.”

We’ve found some interesting dimensions of Hispanic newspaper readers’ behaviors and attitudes from the analysis of the Experian Simmons study, which is empowering us with information on newspaper readers’ attitudes and spending behavior related to automotive, finance, insurance, banking and other major product categories segmented by Hispanic, White and African American consumers.

The data analyzed from the study provides valuable information which we are sharing with our clients and agency partners in order to strategically map out their advertising plan of attack to the Hispanic market.

Stay tuned with us for some interesting statistics from the custom analysis of Hispanic Newspaper Readership and Attitudes.

Feel free to contact Trevor Hansen, CEO of EPMG, at trevor@epmg360.com if you are interested in incorporating the study’s findings into your organization’s multicultural campaign.