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Readership Survey

Demographic Information of Hispanos Unidos readers:
The average age of Hispanos Unidos readers is 38 years old.
The average years in the United States is 15 years.
The average household size is 4.8.
The average highest grade in school completed is 11.2.


The Hispanos Unidos reader ethnic heritage is:
87% Mexican/Chicano,
11% Other Hispanic/Latino,
4% Puerto Rican,
2% Central American,
2% White.

The countries where our readers' ancestors were born are:
87% Mexico,
4% Guatemala,
4% Peru,
4% Puerto Rico,
2% El Salvador,
2% Other.

The study finds Hispanos Unidos readers speak Spanish-
"very well" 81%,
"well" 15%.

However, those who speak English-
"very well" 28%,
"well" 24%.

Reading Spanish-
"very well" 77%,
"well" 13%.

However, English reading skills are rated as-
"very well" is 32%,
and "well" 24%.

Food Information of Hispanos Unidos readers:
Hispanos Unidos readers will eat over 110 million meals this year and last year they spent $135 million at grocery stores.
The average shopping trips per week are 2.4 times.
7% spend an average under $50 per week on groceries.
76% spend an average of $50-150 per week on groceries.
17% spend an average over $150 per week on groceries.

Hispanos Unidos readers have eaten in the past month at the following restaurants:
The readers also eat at restaurants - 17 thousand meals a day on average.
The top places included Burger King, MacDonalds, Kentucky Fried Chicken, and Pizza-Hut - all receiving over a thousand Hispanos Unidos readers as customers every day.
64% have eaten at Burger King
57% have eaten at MacDonalds
43% have eaten at Kentucky Fried Chicken
34% have eaten at Pizza Hut
26% have eaten at Denny's
17% have eaten at Dominos Pizza

Auto Information of Hispanos Unidos readers:
Hispanos Unidos readers in 1997 will purchase 5,670 new cars and 7,770 used cars. That means 16 new cars and 21 used cars are purchased every day.
37% planned on making a major purchase to buy a used car.
27% planned on making a major purchase to buy a new car.

Hispanos Unidos readers favorite manufacture of cars are:
50% Toyota,
48% Ford,
33% Nissan,
31% Honda,
28% General Motors,
15% Chrysler.

Shopping Information of Hispanos Unidos readers:

This year Hispanos Unidos readers will purchase 9,600 major home appliances; 8,400 home computers; 4,400 cameras.

46% of the readers will be making major purchases of home appliances.
40% of the readers will be making major purchases of home computers.
38% of the readers will be making major purchases of furniture.
21% of the readers will be making a major purchase of a camera.

In a typical week Hispanos Unidos readers make 8,100 trips to Wal-Mart; 6,200 trips to K-Mart; 4,000 trips to Sears; and 3,000 trips to J.C.Penney.
70% of the readers shop at Wal-Mart at least once a month.
54% of the readers shop at K-Mart at least once a month.
35% of the readers shop at Sears at least once a month.
26% of the readers shop at J.C.Penney at least once a month.
24% of the readers shop at Robinsons-May at least once a month.
24% of the readers shop at Broadway at least once a month.
39% of Hispanos Unidos readers spend under $50 a month on clothing and shoes.
51% of Hispanos Unidos readers spend between $50-$150 a month on clothing and shoes.
10% of Hispanos Unidos readers spend over $150 a month on clothing and shoes.
An annual average spend on clothing and shoes $1,071.

In the past year, Hispanos Unidos readers spent collectively on their phone bills $26 million.
20% spend under $50 a month on telephone and long distance calls.
69% spend between $50-$150 a month on telephone and long distance calls.
11% spend over $150 a month on telephone and long distance calls.
An annual average of spending on calls was $1,241.

Entertainment Information of Hispanos Unidos readers:
Per week, on the average, Hispanos Unidos readers will-
make 21 thousand trips to theaters to see movies in English,
rent 40 thousand video tapes,
and rent 6 thousand video games in their spare time.
Hispanos Unidos readers see 1.8 English speaking (USA) movies at a theater a month.
Hispanos Unidos readers see 0.8 Spanish speaking (USA) movies at a theater a month.
Hispanos Unidos readers see 0.3 Latin America movies at a theater a month.
On the average Hispanos Unidos readers see 3.0 movies monthly.
Hispanos Unidos readers rent on the average 1.9 video tapes a week.
Hispanos Unidos readers rent on the average 1.9 video games a week.

1996 Readership Study
Performed for:
Hispanos Unidos
Published January 1997
By: Western Publication Research
(619) 433-0090 * (619) 433-0197 fax
©1997 Western Publication Research / Hispanos Unidos

 

 




 

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