By Lisa E. Phillips
24 Pages, 54 Charts
Contact Amanda Shortslef:
or by e-mail
Demographics and Media Usage
Summary Table of Contents SourcesThe Internet is a mainstream medium among US Hispanics. In 2010, 29.6 million Hispanics will go online at least once a month. By 2014, 39.2 million Hispanics will be online, representing 70% of this population.
This online population is young and thriving. The majority are native born and speak—and read—English proficiently. Yet, even as second- and third-generation citizens, they still identify with their parents’ native country. They frequently use social media, message boards and sports sites. They check advertisers’ Spanish-language sites—and find many of them wanting.
For some marketers, this seems like a minefield best left untouched. But Hispanic consumers are projected to wield $1.33 trillion in spending power in 2014, according to the Selig Center for Economic Growth at the University of Georgia. And this market actually increased its spending by 6.4% between 2005 and 2008, according to the Latinum Network.
Data shows that the Hispanic market is more receptive to online advertising than non-Hispanics. Marketers must move beyond their perceived language barrier and commit to reaching a market that is already a majority-minority community.
Key questions this report answers:
How large is the Hispanic population online? How do they access the Internet? Which language do Hispanics prefer to use online? How can marketers engage Hispanic Internet users?
Tuesday, June 29, 2010
Hispanics Online: Demographics and Media Usage - eMarketer