Hispanics and Latinos Moving to the Internet

07/11/10 0 COMMENTS

According to comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, the U.S. Hispanic Internet market reached a record of 20.3 million visitors in February 2009, representing 11 percent of the total U.S. online market. During the past year, the growth of the U.S Hispanic Internet audience outpaced that of the total U.S. online population in terms of number of visitors, time spent and pages consumed, as Hispanic online adoption and engagement accelerated.

The U.S. Hispanic online audience growth to 20.3 million users also represents a year to year growth of 6 percent. Hispanic Internet users also exhibited a surge in online engagement, including strong increases in time spent and pages consumed. The total amount of time spent online by Hispanics increased 6.9 percent in 2009 (3.9 times faster than the total U.S. online population), while total pages consumed grew 6 percent (3.6 times faster than the total U.S. population).

According to the Hispanic Pew Institute, English dominant Hispanics lead Internet audience growth. Approximately 78% of English speaking Latinos and 76% of Bilingual Latinos use the Internet, compared to 32% of Spanish dominant Latinos, 67% non-Hispanic whites and 58% non-Hispanic Blacks. Furthermore, 89% of Hispanics who have a college degree, 70% who have completed high school and 31% who did not complete high school use the Internet.

According to Research and Markets, a market research resource, there are significant differences in how online Hispanics consume online media in contrast to non-Hispanics even when different demographics, online attitudes and behaviors are considered. Hispanic Internet users continue to look for content that is increasingly relevant and connects with their cultural aspirations.  Marketing successfully to online Hispanics/ Latinos requires marketers to understand the different segments of Hispanic consumers as it pertains to language, income, education, and levels of acculturation that are unique to this segment of the online population.

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