Televisa Publishing analyzes Hispanic holiday spending habits

Hispanics are big Holiday spenders

Miami, FL, December 12, 2007 – Televisa Publishing’s analysis of BIGresearch’s October 2007 Consumer Intentions and Actions (CIA) study reconfirms that Hispanics are big Holiday spenders. According to the October CIA, Hispanics will be spending an average of $594.52 on gifts for the holidays, compared to $619.51 for the general market. Hispanics plan to purchase most of their holiday items at discount stores, followed by department stores, and clothing or accessories stores. Interesting to note, Hispanics are more likely than the general market to shop at department stores (61% vs. 58%), clothing or accessories stores (47% vs. 36%), and electronic stores (37% vs. 34%).

                                Adults 18+     Hispanics 18+
Discount store                  68.4%          69.5%
Department store                58.2%          60.6%
Clothing or Accessories store   36.1%          46.7%
Electronics store               34.3%          37.0%
Other Specialty store           21.7%          22.2%
Crafts or fabrics store         17.4%          20.0%
Drug store                      19.1%          23.1%
Grocery store/supermarket       44.6%          40.8%
Online                          44.3%          41.1%
Catalog                         20.0%          20.8%
Other                           8.6%           10.8%
Source: BIGresearch, October 07 CIA

The most important factor in Hispanics’ decision to shop in a particular store this Holiday season is sales or price discounts, selection of merchandise, followed by every day prices.

                                Adults 18+     Hispanics 18+
Sales or price discounts        38.2%          35.7%
Selection of merchandise        22.6%          19.1%
Every-day low prices            12.8%          16.2%
Quality of merchandise          12.8%          11.9%
Convenient location             6.3%           7.4%
Helpful, knowledgeable          4.9%           5.1%
customer service
None of these                   2.5%           4.6%
Source: BIGresearch, October 07 CIA

Hispanics are also more likely to profit form holiday sales and buy gifts for themselves. Sixty five percent (65%) of Hispanics say they plan to take advantage of sales or price discounts during the holiday season to make additional, non-gift purchases, versus 56% for the general market.

Also, when it comes to shopping online for the Holiday season, Hispanics are not far behind the general market. Forty one percent (41%) of Hispanics plan to purchase holiday gifts online versus forty four percent (44%) of the general market. This data confirms Hispanics’ affinity to the internet. Furthermore, the average Hispanic shopper plans to do more than a quarter (26.7%) of their shopping online, compared to almost a third of all consumers (or Adults 18+) (30.2%).

"This confirms the power of Hispanic consumers. Not only do they have spending levels similar to that of general market, but most importantly they are unique in their shopping habits as they are more likely to buy in specialty stores, clothing and accessories stores, and electronic stores. They are niche shoppers. They are also catching up with the general market in terms of online shopping, further confirming the growing Hispanic online market," says David Taggart, General Manager of Televisa Publishing.

“In addition to buying for family and friends, Hispanic shoppers plan to spend an additional $135 on purchases for themselves as retailers offer promotional discounts for the Holidays,” said Phil Rist, Executive Vice President of BIGresearch. “This is almost $30 more than the general market.”

About BIGresearch
BIGresearch is a consumer intelligence firm providing solution-based insights of consumer behavior, present and future, in areas of products and services, retail, financial services,
automotive and media. BIGresearch conducts the Consumer Intentions and Actions Survey (CIA) and the Simultaneous Media Survey (SIMM). More information is available at
http://www.bigresearch.com

About Televisa Publishing
Televisa Publishing is a division of Grupo Televisa, the largest Spanish-language media company in the world. Televisa Publishing publishes more than 110 titles with an annual circulation of more than 169 million and reaches 20 countries with more than 100,000 points of sale. Some of the company's leading magazines are: Cosmopolitan en español, Vanidades, Hispanic Magazine, Hispanic Enterprise, Poder, Harper’s Bazaar en español, National Geographic en español, Prevention en español, TVyNovelas, ESPN Deportes La Revista, and Maxim en español.

Contact Information: Mariana Toledo
305 – 871-6400 ext 121
Mtoledo@televisapublishing.com