Ipsos: Hispanics Engage Online ‘Often in Higher Numbers’ than Average
US-based Hispanics are online in significant numbers. They are also taking full advantage of the internet as a primary tool for finding and contributing information, researching and making purchases, being entertained, and networking with others, according to recent research from Ipsos (via MarketingCharts).
Results of a Ipsos' US Hispanic Omnibus study show 63% of Hispanics living in the US say that they access the internet at least once a month for information and entertainment. Top activities include following news, downloading music, uploading photographs and researching products before purchasing them.
Online News is Popular
While online, 84% of US Hispanics said they read the news at least once per month. Demographic specifics:
- Men (90%) are more likely than women (79%) to read the news while on the internet.
- Those under age 55 (85%) are more likely to read the news online vs. those ages 55+ (72%).
- Virtually all Hispanics with a college degree (97%) read the news while online at least once per month.
Hispanics Research, Buy Online
While online, 79% of Hispanics research products on the internet and more than half (53%) make a purchase at least once a month.
- Hispanics ages 35-54 are more likely to purchase products online (62%), while Hispanics ages 55+ are least likely (37%).
- Gender is not a determining factor. Men (51%) and women (55%) are almost equally likely to make a purchase online.
Hispanics Use Multimedia
Popular online activities for Hispanics include watching videos, uploading photos, downloading music and visiting social networking sites:
- Nearly sixty-percent of Hispanics (58%) that went online in the past month watched some type of video and more than two-thirds (68%) of those ages 18-34 say they videos online at least once a month.
- Roughly half report uploading photos (54%) in the past month, while 61% of those ages 18-34 report uploading photos on a monthly basis.
- Nearly half (47%) report downloading music.
- 40% who went online in the past month maintain their own social networking profile on a site such as Myspace, Facebook, and MiGente.
"The idea of US Hispanics either lacking internet access, or lacking the ability to utilize the online tools often thought exclusive to the mainstream is no longer relevant," said according to Cynthia Pelayo, senior research manager at Ipsos. "We know that millions of Hispanics are online, either at home or at work, and they are engaging in functions, often in higher numbers, than the general population."
Source: Marketing Vox
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