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LMX Hispanic
Understanding the Media Habits of el Futuro
Hispanics are currently the fastest growing segment of the US online population. While English Dominant and Bilingual Hispanics are the groups most likely to be online, the newest adopters are more Bicultural and Spanish Dominant. With these groups driving digital growth, the need to understand the behaviors and preferences of Hispanic digital consumers has become top of mind for marketers.
Your guide to this important audience
To help advertisers, agencies and media owners to better understand this important and dynamic audience, we have tailored our LMX (Longitudinal Media eXperience) syndicated study to the Hispanic market.
Since 2008, LMX has captured where, when, and how both new and traditional media are consumed. In doing so, it has provided a complete and up to date picture of today’s consumer and the technology adoption that is driving changes in their media consumption.
Launched in 2011 (the foundational wave took place in Spring 2011), LMX Hispanic is an annual study among 2,000 US Hispanic digital respondents. These are Hispanics with some online access, from any location: home, office, third party location or via mobile.
Online and offline sampling for stronger representation of all digital Hispanics
LMX Hispanic covers English Dominant, Bilingual and Spanish Dominant groups to provide an accurate picture of digital Hispanics in the USA today.
- English Dominants, N = 700
- Bilinguals, N = 650
- Spanish Sominants, N = 650
To represent all groups we use a combination of online and in-person intercept to web recruitment. This ensures that we are able to represent the full universe of digital Hispanics.
In-depth, expert analysis
The findings are delivered in an annual Powerpoint report. As a benchmark subscriber to LMX Hispanic you also have access to the raw data for custom analysis.
All analysis of data from LMX Hispanic is led by Virginia Lennon, SVP of US Hispanic Client Partnerships at Ipsos MediaCT, and an expert in this field of research with over 18 years’ of US Hispanic experience.
The LMX advantage
24 hour diary of new & traditional media
At the heart of all LMX studies is a 24 hour diary that records all media consumption in the context of daily activities as well as co-usage, location and simultaneous media activities.
Through this diary we can see the amount of time that Hispanics from different language usage groups spend on different activities and with different media – both traditional and emerging. In doing so, it provides a compelling picture of a day in the life for this audience.
Deeper insight into new behaviors
Alongside the diary, the Usage, Attitudes & Aspirations module captures this audience’s current and future ownership of a wide range of devices; their expenditure on a range of media content, and their participation in social media and other activities. Through LMX Hispanic, you can see the relevance and role of emerging media for this audience.