Mexicans. Puerto Ricans and Cubans Are Not The Same Thing, Media Study Reveals

Sure we know this, but does mainstream America know the differences?
A media study release reveals the differences and similarities among the Hispanic ethnic groups. 
When Hispanics are asked to define themselves by racial/ethnic subgroups, the differences in income, purchasing intentions, brand preferences and media consumption are "a lot bigger than many might imagine and potentially quite significant for marketers," sums up Joe Pilotta, vice president/strategy for BIGresearch.

Some highlights of the study include;

- Among adult Hispanics overall, magazines read most often are Cosmopolitan (11.8%), Vanidades (7.3%) and TV y Novelas (6.6%). Among all adults, the favorites are People (3.8%), Cosmopolitan (3.2%) and Reader's Digest (2.6%).
Cosmo is also the leading magazine among each of the Hispanic subgroups, cited by 8.2% of Hispanic/Caucasians, 16% of Hispanic/multiracials and 11.4% of Hispanic/other heritage.

- TV y Novelas comes in second among the multiracial (6.1%) and Hispanic/other (8.5%) groups, while Vanidades is No. 2 among Hispanic Caucasians (8.2%). Vanidades is No. 3 among the multiracial (5.4%) and other (6.1%) groups, but People holds that spot among Hispanic Caucasians (5.3%).

- Looking at radio formats, Latin/Hispanic is the top choice of Hispanics as a whole (50.6%), and each of the subgroups (other-heritage, 61.2%; multiracial, 43.1%; Caucasian, 41.6%). Rock holds second place among Hispanics overall (32.6%) and among the multiracial and Caucasian groups (40.3% and 33.4%, respectively). However, hip-hop is second among the Hispanic/other group (35.8%).

- Top 40/pop formats are No. 3 among Hispanics overall (29.7%), and among the multiracial (34.1%) and Caucasian (29.6%) groups. But R&B commands third place among the Hispanic/other group (34.2%).
In contrast, among adults as a whole, rock rules (35.3%), followed by oldies (31.6%) and country (24.7%).