Why are Hispanics Valuable Consumers?

Buying Power

Texas alone has a Hispanic buying power of $119.3 billion, second only to California. Between 1990 and 2009, Hispanic buying power is growing at an annual compound rate of 8.2%. This is almost double the non-Hispanic buying power growth rate of 4.9%.

Large Household

Hispanics spend, in part, due to larger household sizes. 55.1% of Hispanic households have four or more members.

Employed

Hispanic consumers are more likely to be employed than the average person in the United States. There are 14 million Hispanics age 18+ employed full-time in the United States.

How do Hispanic Consumers Use Radio?

Hispanics are heavier users of radio than newspapers or television.

Who in the Hispanic Community Listens to Radio?

The decision makers of the family. More than 80% of Hispanic sports/talk radio listeners are age 35+ and around 24 hours are spent listening to the radio each week by Hispanics age 25 and up.

Where is the Hispanic Community Listening From?

How do AM Listeners Compare to FM Listeners?

AM talk shows normally have listeners that represent a wide age category. The average talk show listener is anywhere from 25 to over 65. This age group is more established financially, is of a higher educational level, and is more stable. They are decision makers that tend to embrace informative and economically advantageous programming.