Think Multicultural

According to a report from Edison Media Research, almost as many Hispanics said that the Internet was the most essential to their life (29%) as said TV was most essential (35%). Both mediums were well ahead of newspaper and radio.

Additionally, when asked which media was most cool and exciting (Edison’s words, not mine), more named the Internet (41%) than any other (TV, radio, newspaper).

Finally, Edison brings a little more evidence on the narrowing of the digital divide. In the January 2007 survey, 68% of Hispanics said that they have one or more working computers at home, as compared to 79% of the total population – a difference of 11%, down from a 13% difference in 2003.

These facts aren’t surprising, as they back up previous information, such as the Pew report. It’s just another nail in the coffin of advertisers who don’t target Hispanics online because they can’t believe that Hispanics have access to or interest in the Internet.

According to Nielsen, being in advertising was only fun in the first quarter of 2007 if you’re in online or Hispanic advertising.

Or both.

According to the Pew Research Center, almost six out of every ten Americans are seriously kidding themselves.

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