A Highly Engaged Audience
52% of U.S. Hispanics are online. This audience tends to be more engaged than general market online users, spending more time online on an average day and rapidly embracing social media and more.spacer
23MM U.S. Hispanics Online
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ProfileCredit card ownership has increased among Hispanic consumers, and so has the usage of credit cards as a payment method when shopping from home (53% in 2004 vs. 63% in 2006).
- Direct Marketing Association 2008
Profile61% of U.S. online Hispanics consider the Internet the best source of information to learn about a product and services.
- AOL/RoperASW Hispanic Cyberstudy 2006
Products66% of Hispanic-fluentials forward product recommendations by email, compared with just 28% of general market e-fluentials.
- Burson-Marsteller commissioned MSI International 2008
ProfileAbout half (49%) of Hispanic-fluentials use blogs to tell others about product experiences; 39% of general market e-fluentials do so.
- Burson-Marsteller commissioned MSI International 2008
Profile60% of Hispanics have Internet access.
- Synovate 2008
ProfileWhile 23% of online Hispanics must have Spanish online, 51%, or 7.1 million, of online Hispanics say that they benefit from Spanish-language Web sites.
- Forrester 2007
ProfileU.S. Hispanic Internet users spend at least as much time online as they do watching TV.
- Terra study conducted by comScore 2008
ProfileU.S. Hispanics spend up to 9.5 hours a week online, an average of one more hour per week than non-Hispanics.
- AOL/RoperASW Hispanic Cyberstudy 2006
IndustryIn February 2003, more than 1.2 million Hispanics visited at least one automotive manufacturer Web site.
- comScore 2003
IndustryIn February 2003, 3.7 million U.S. Hispanic Internet users visited third party online automotive resources.
- comScore 2003
Industry60% of Hispanics agree that the Internet is the best source for auto information.
- AOL Latino 2006 Hispanic Cyberstudy
LocationLatin Americans spend the most time online -- nearly 29 hours per month on average -- compared to other worldwide regions.
- comScore 2008
LocationLatin American online users spend a significant portion of their time each month on instant messengers (9.2 hours per visitor), social networking sites (5.9 hours per visitor), and e-mail (4.1 hours per visitor).
- comScore 2008
LocationLatin America’s Internet population grew to nearly 62 million in April.
- comScore 2008
Products80% of Hispanics use email.
- Forrester Research Hispanic Technographics 2007
Products70.9% of English-speaking Hispanics consuming mobile content in the United States.
- M:Metrics 2007
ProductsHispanics are more inclined to access news and information via mobile browser, at 18.8% compared to 9.6% of all subscribers.
- M:Metrics 2007
ProfileYoung people 24 and under represent 35% of all Hispanic online users.
- eMarketer 2006
Profile19% of Hispanic online consumers have a college degree, compared to only 9% of all U.S. Hispanics.
- AOL/RoperASW Hispanic Cyberstudy 2006
ProfileThere are 23 million Hispanics online, and by 2012 there will be nearly 30 million.
- eMarketer 2008
ProfileJust one in three Latinos who speak only Spanish go online.
- Pew Hispanic Center and Pew Internet Projects 2006
Products39% of Hispanics watch video online.
- Forrester Research Hispanic Technographics 2007
IndustryTravel is the largest category of online spending among the U.S. Hispanic population, with 43% visiting a travel site in June 2003.
- comScore 2003
LocationBy 2011, the current Mexican online audience of 23.6 million users—a 25% total penetration—is expected to grow to 39.5 million users at a rate of 14% annually.
- eMarketer 2007
Location66% of Internet users in Mexico are familiar with social networks.
- Mexican Internet Association 2007
LocationInternet users in Argentina are the most active of all users in Latin America, accessing the Internet an average of 18 days in the month.
- comScore 2007
Products62% of Hispanics with Internet access indicate they research home electronics online prior to purchase vs. 59% of all U.S. respondents with Internet access.
- Vertis Communications 2008
Profile“Hispanic-fluentials” spend more time interacting with others online - 30 hours per week, compared with the 25 hours spent by general market e-fluentials.
- Burson-Marsteller commissioned MSI International 2008
Profile71% of online Hispanics use social networking sites.
- comScore Media Metrix 2007
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