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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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
ProfileHispanic consumers view the internet as a very important information source in the purchase decision-making process. They look to the internet to learn about products, brands, features, stores and pricing.
- AOL/RoperASW Hispanic Cyberstudy 2009
ProfileU.S. Hispanic Internet users spend at least as much time online as they do watching TV.
- Terra study conducted by comScore 2008
ProfileCompared to General Market users, Online Hispanics are more adventurous and eager to try new media communication formats and technologies. They also keep up with the latest tech news, and like to help friends and family with their purchases.
- AOL/RoperASW Hispanic Cyberstudy 2009
LocationLatin Americans spend the most time online -- nearly 29 hours per month on average -- compared to other worldwide regions.
- comScore 2008
ProfileOne-fifth of Online Hispanics are power users who give us a glimpse of future adoption by mainstream users. This group spends over 24 hours per week on the web, connecting over half the time via mobile (57%) or other devices (47%).
- AOL/RoperASW Hispanic Cyberstudy 2009
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
ProfileTo date, messaging for the Hispanic community has been organized around acculturation and language. While 75% of Hispanic Dominants prefer product marketing information in Spanish, there is an overwhelming preference among Bicultural and US Dominants for marketing in English.
- AOL/RoperASW Hispanic Cyberstudy 2009
LocationLatin America’s Internet population grew to nearly 62 million in April.
- comScore 2008
ProfileMost Hispanics consume online media in English – even Hispanic Dominants. This reflects the greater availability of English language sites. This is not unexpected, as 27.6% of web content is created in English, with Chinese second at 22.1% and Spanish a distant third at 7.9%.
- AOL/RoperASW Hispanic Cyberstudy 2009
Products80% of Hispanics use email.
- Forrester Research Hispanic Technographics 2007
ProfileHispanics are more enthusiastic about the benefits of the internet than the General Market – so much so that they have more confidence in online product ratings (72%) than the opinions of their friends (28%).
- AOL/RoperASW Hispanic Cyberstudy 2009
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
ProfileThere are 23 million Hispanics online, and by 2012 there will be nearly 30 million.
- eMarketer 2008
Products39% of Hispanics watch video online.
- Forrester Research Hispanic Technographics 2007
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
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
Profile71% of online Hispanics use social networking sites.
- comScore Media Metrix 2007
Location66% of Internet users in Mexico are familiar with social networks.
- Mexican Internet Association 2007
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
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
Products66% of Hispanic-fluentials forward product recommendations by email, compared with just 28% of general market e-fluentials.
- Burson-Marsteller commissioned MSI International 2008
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
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
ProfileBoth offline and online Hispanics are much younger than the general population, with larger households and younger children. 46% of Online Hispanics are under 35 years old, compared to just 28% of the US internet population.
- AOL/RoperASW Hispanic Cyberstudy 2009
Profile60% of Hispanics have Internet access.
- Synovate 2008
ProfileOne-third of all Hispanics, regardless of acculturation and life stage, view the internet as a key component in building a better life.
- AOL/RoperASW Hispanic Cyberstudy 2009
Consorte Media, Inc. ©2008