Patterns of Mass Media Use among Hispanic Smokers: Implications for Community Interventions

Abstract

A relatively large percentage of Hispanics in the United States smoke. Yet a large proportion of Hispanics are light smokers, smoking ten or fewer cigarettes per day. Previous research has shown that most light smokers quit smoking on their own and that health education and an environment conducive to non-smoking can have a significant impact in reducing smoking rates. Given the current smoking patterns of Hispanics, culturally appropriate media-based community intervention to promote smoking cessation can have a significant impact. This study identified patterns of media use and language preference among a sample of 263 Hispanic smokers from the San Francisco Bay Area. Based on this study, recommendations to reach Hispanic smokers with a series of communication strategies are suggested.