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US Hispanics are a marketer's dream consumer

Bill Gato, VP and cofounder, HDN,  in an interview with PRWeek:

In many key respects, US Hispanics are a marketer's dream consumer, particularly in terms of their fast growth and avid engagement levels. 

US Hispanics consume 30% more hours of media per week than the general market. Research also shows that US Hispanics are adopting new media and new technologies at a faster rate than the mainstream. A 2009 research study from Scarborough Research shows that Hispanics download digital content at higher-than-average rates, including podcasts, video games, audio clips, movies, TV programs, and other video. Hispanics are early adopters and trendsetters in their use of digital technology, which reflects cultural values of interdependence and socializing. 

Despite strong engagement with new media, it's also important to note that traditional media consumption has not suffered, and that Hispanic audiences often simultaneously consume some form of new media with traditional media. 

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