That's according to a new study from Vertis Communications, as reported by Media Post.
The study says Hispanic adults are also more likely to buy other electronics such as iPods, laptops and digital cameras than non-Hispanic adults.
Additionally, Hispanics are expected to continue purchasing electronics during sluggish economic times, the study reveals. Consequently, Vertis urges CE companies to expand their marketing efforts to the Hispanic audience.
"Marketers with a multicultural campaign should include text messaging, and Internet and direct mail, not just put all the dollars in TV because it won't reach a variety of Hispanics," said Scott Marden, Vertis' director of marketing research.
Vertis, which interviewed 500 Hispanic adults in a 2007 phone survey, said 21 percent of Hispanics intend to purchase a video game system in the 12 months, compared to 12 percent for the non-Hispanic audience.
The research firm says 23 percent of Hispanics view TV advertising as the medium that most influences their buying decisions, compared to 20 percent for advertising inserts and 13 percent for Net-based ads.
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