Research sponsored by media companies tends to favor those media companies. In my experience, when targeting any consumer, you need an integrated approach that addresses the lifestyle and media consumptions of those individuals.
A native digital brand like Living Social took and online approach in stage one. In the second stage, their strategy includes a partnership with a legacy media company via their radio stations. A total market approach makes sense as indicated in the article bellow from Media Post.
Carat USA, the Aegis Group media shop, has completed a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population.
The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population — and are missing the opportunity to “drive significant business value among 80% of the Hispanic market.” Read more http://bit.ly/q4rHgv