Hispanics are also more likely to invest in a new laptop or notebook computer, with 22 percent of respondents planning a purchase within the next year.

Hispanic adults in the U.S. are more likely to spend money - even during a down economy - on the latest consumer electronics devices. According to new data released by Vertis Communications, twenty-eight percent of Hispanics indicated they will purchase a large screen (or HD) television within the next 12 months, compared to just 23 percent of non-Hispanics. Hispanics are also more likely to invest in a new laptop or notebook computer, with 22 percent of respondents planning a purchase within the next year, compared to only 18 percent of non-Hispanic respondents.

The study also showed that Hispanics view television advertising as the medium that most influences buying decisions, according to 23 percent of respondents. Twenty percent of Hispanics said advertising inserts and circulars are the most influential, and Internet marketing was the third-most selected medium, according to 13 percent of those surveyed. This data proves that multi-channel campaigns are marketers' best options for swaying Hispanic consumers.

"Hispanics are increasingly becoming more reliant on the Internet and other forms of technologically advanced marketing, including cell phone and e-mail campaigns, to gather information on products prior to making buying decisions," said Scott Marden, director of marketing research for Vertis Communications. "While this portends a greater focus on online media, it is crucial for marketers to consider a multi-channel effort when motivating Hispanic consumers to make purchase decisions. Television and direct mail should be cornerstones, along with Web advertising, of any multicultural marketing plan."

The Vertis Communications study also revealed the following:

Older Hispanics More Tech-Savvy than Non-Hispanic Counterparts

Twenty-one percent of Hispanics aged 50 and older said they had paid attention to Internet advertising over the course of the previous seven days, compared to just 15 percent of non-Hispanics the same age.

Hispanics older than 50 research products online prior to purchase more often than their non-Hispanic counterparts, at 42 percent and 38 percent, respectively.

Thirty-one percent of Hispanics in this same age group research products online and then buys or picks up goods at the store, versus 29 percent of non-Hispanics.

Hispanics Also More Likely to Purchase Portable & Gaming Electronics Items

Hispanics will purchase more digital cameras in 2008; 21 percent will do so versus only 18 percent of non-Hispanics.

Twenty-one percent of Hispanics will purchase a video gaming system, compared to only 12 percent of non-Hispanics.

Hispanics are more likely to purchase an MP3 player; 19 percent said they plan to buy one compared to only 12 percent of non-Hispanics.