Demographics

1. comScore, Inc. a leader in measuring the digital world, released a report on the U.S. Hispanic Internet market, finding that the Hispanic online population reached a record 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.

2. In total, there were 35,468,501 people in the United States who spoke Spanish at home, including 3.5 million in the territory of Puerto Rico, where Spanish is the primary language. Over half of the country’s Spanish speakers reside in California, Texas, and Florida alone.

(*)The Hispanic online market has:

  • Achieved critical mass: 20 million in June, 20081
  • Sustained strong growth: More than 3.5 million new Hispanic users came online between June 2007 and June 2008, representing 21% growth vs. 6% general market growth during the same period
  • Been classified as an “upscale, mass market”: Online Hispanics are more affluent, more educated, and more acculturated than the aggregate Hispanic population2

Online Hispanics are:

  • In their main household formation years: 56% are between 18 – 34 years old2
  • Affluent and have buying potential: 60% earn more than $40,000 and 68% have credit cards2
  • Leading the digital revolution: More likely to have websites, blogs and be active on social networks3
  • Accessing the Internet for education, empowerment, communication and entertainment: A valuable Hispanic online user experience must deliver on these primary user needs
  • Bilingual: Online Hispanics are using the Internet in both English and Spanish, a bilingual, culturally relevant approach is critical in reaching them

(*) Source: Captura Group

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