ORLANDO, Fla. — Hispanic consumers have a high magazine readership level, with a greater emotional attachment to titles, according to a survey presented here at the Retail Conference of the Magazine Publishers of America and the International Periodical Distributors Association this month.
Hispanics also tend to use magazines more for educational purposes, MPA reported. While Latinos buy and read magazines at a lower rate than the general population — 75.4% of Hispanic adults compared to 84.3% of total adults — the study found that the Hispanic market holds a stronger “passion for reading and connecting with magazines,” said Wayne Eadie, MPA's senior vice president of research.
For example, the survey found that 72% of Hispanic respondents said magazines motivate them to try new things, while 68% of general market respondents agreed.
Sixty-eight percent of Hispanics said they use magazines to learn how to make things while 43% of general market respondents agreed.
“The educational aspect of magazines is huge among the Hispanic market when compared to the general market,” Eadie said.
The information is based on telephone interviews coordinated by the MPA and conducted by Synovate Research, Chicago.